In the ever-evolving world of marketing, success often hinges on having a clear vision of what you want to achieve. Yet, despite the mantra of 'begin with the end in mind', many marketers struggle to optimize their tactics to drive the desired outcomes. Marketers are often limited by:
These challenges mean that marketers have to rely on mass or segment communication rather than engaging customers at the individual level. And even segment-level communication creates a lot of manual work and introduces human error. Marketers not only don’t know if the versions of their campaigns are the best possible ones (statistically speaking the probability of that is zero), but they also often don’t know if their marketing is generating incremental benefits at all. As a result, marketers are left with suboptimal results and missed opportunities for impactful customer engagement and revenue potential.
Conventional campaign deployment typically follows a linear and fixed approach. It relies on collecting and managing customer data, segmenting audiences, and sending out messages based on predetermined schedules or triggers. This approach can lack the agility and intelligence needed to drive specific outcomes. Marketers are often just shooting in the dark, resulting in:
What is outcome-based marketing?
Outcome-based marketing is a strategic approach that starts with defining clear business objectives before designing marketing campaigns. Instead of only tracking customer interactions and engagement, it focuses on achieving specific outcomes, such as maximizing ROI, increasing customer retention, or driving conversions.
Why outcome-based marketing?
How to make outcome-based marketing a reality?
Outcome-based marketing isn't a new concept, but advancements in AI and machine learning make it a reality. With the help of AI, you can evaluate countless variables, track your customer journey across channels and touchpoints, identify optimal strategies, and optimize campaigns in real time for relevant engagement that drives the desired customer behavior. At Kognitiv, we have built an AI-native outcome-based software that enables 1:1 personalization at scale, optimizing every interaction to drive your predefined business goals.
Kognitiv Ignite is a game-changer that flips the traditional approach to customer engagement on its head. Instead of starting with what you don't know—selecting the best audience and crafting the best message, channel, and offer—Kognitiv Ignite lets marketers define their objectives upfront. You can set a goal like selling 100,000 pairs of jeans, clearing stock, or maximizing margins, and leave the rest to our Kognition engine AI magic. Marketers are empowered to not only meet but consistently exceed their KPIs while keeping a tight rein on their budgets. It's a radical shift from the traditional 'trial and error' approach to marketing.
Let's say you’ve been tasked with selling end-of-season overstock items from a bed & bath collection. The objective is to achieve the highest possible profit margin for these products while minimizing extensive markdowns. With Kognitiv Ignite, you set your goal to maximize the revenue of bed & bath items while capping the maximum discount at 30%. Kognitiv Ignite then chooses among available content and offers, identifies the audiences that are likely to purchase the bed & bath items with minimal discounting, and selects the best channel and timing to reach them. It also identifies customers who are willing to purchase the bad & bath items at full price without requiring any discounts, so you can use your budget where it counts. As a result, you achieve your goal of clearing overstock inventory while avoiding heavy mass counts, and you increase your sales margins.
At its core, Kognitv Ignite is powered by Kognition, a proprietary AI/ML engine, that combines hundreds of AI/ML models including lifetime value, propensity, churn, reactivation, and more to determine the next best customer engagement. Kognition evaluates millions of attributes and potential customer behaviors to identify the perfect interaction for every customer, delivering 1:1 personalized customer experiences that drive your predefined outcomes. Kognition AI/ML engine is built to automatically learn and refine its algorithms to respond to real-time data and unique business requirements.
Data-driven attribution model
With its advanced attribution model, Kognitiv Ignite goes beyond surface-level insights, diving deep into individual customer journeys to identify precisely what drives incremental sales. Its integrated feedback loop tracks attribution and incrementality and ensures that customer engagement is optimized in real time for maximum relevance and ROI.
Customer-level offer decisioning
With Kognitiv Ignite, you spend your budget only on what drives your bottom line. And sometimes it means doing nothing. Kognitiv Ignite distinguishes customers who require incentives, those who will purchase at full price as well as those who are simply not in their buying window. Kognitiv Ignite will also choose the right offer for the right customer, so you avoid sending mass discounts and can optimize your budget with almost surgical precision.
Kognitiv Ignite – our new AI-native personalization software takes the guesswork out of customer engagement, making outcome-based marketing achievable, highly efficient, and effective. With AI-powered personalization, data-driven insights, real-time engagement, and measurable results, businesses are empowered to craft tailored experiences for their customers, accelerate their marketing results, and achieve a higher return on investment. Kognitiv Ignite is the first AI-native outcome-based personalization software that begins with your predefined goals and tailors every customer interaction to achieve those goals with maximum results.
Ready to unlock business growth?
With Kognitiv Ignite, the power to achieve your marketing goals with certainty is at your fingertips. Define your objective, and let AI do the rest.
Scheduled your personalized demo to learn more about Kognitiv Ignite: Book a Demo.