PROJECT DETAILS

In 2021, with the financial support from FITR, Market Vision started implementing the project - Software For Automation of Marketing Activities. With this project, a tool was created that helps companies simplify and automate their marketing activities by using a software solution that allows a detailed and interactive overview of all customer transactions in a selected period of time, selection of a targeted group of customers, quick and simple creation of personalized promotional offers and their delivery to customers. During the design of this software solution, it was envisaged that persons employed by the client should define the conditions of each promotional offer (products, 5 discounts, validity of the offer, etc.), to manually enter these conditions in the offer creation module and attach a picture - graphic design of the offer. At the moment, this software solution is in the testing phase with a company that has agreed to provide access to its information system in order to test the solution on a real database. During testing, it was found that the only ones, who have all the data to make an informed decision about a product offer or discounts, are not people from the marketing department, but people from the commerce department. This sector has many other responsibilities in focus and very little time to use the software solution to create personalized promotional offers. In this way, a bottleneck has arisen that limits the use of the software's capabilities. Hence the idea of creating a special module and algorithm that will function based on artificial intelligence and will perform an optimization of promotional offers based on pre-defined inputs and parameters, key commercial goals as well as on the data on purchasing behaviour of end users. This module will allow companies to automate their marketing efforts, without hiring employees for defining the conditions for each individual promotional offer and without being limited in terms of the number of different offers, generated and sent in a certain period of time. Through the cataloguing of all product items and the setting up of a machine learning model for the optimization of promotional offers, a high level of automation is achieved, in which the only obligation of the responsible persons of the company is to participate in the initial phase of defining the company's commercial goals, their ranking according to priority and determination of discount categories. The artificial intelligence module consists of three parts: a module for automatic creation of a promotional message, an algorithm for optimizing offers and a location module. The first part, the module for automatic creation of the promotional offer uses a database of available elements that will include at least a database of product photos, title of articles, fonts and backgrounds for generating a promotional message in the form of a graphic design. This promotional message is automatically sent to the targeted group of users. When and to whom a promotional message will be sent depends on the conditions defined in the optimization algorithm.