Background and Challenges
A leading global fast-moving consumer goods (FMCG) brand faced intense competition in the Chinese market. Traditional marketing methods (e.g., in-store promotions, TV ads) were losing effectiveness, prompting a need to optimize marketing strategies through data-driven approaches to improve consumer conversion rates.
Huibi Information’s Solution
Leveraging big data analytics and AI recommendation algorithms, Huibi Information developed an intelligent marketing decision-making system for the brand, enabling hyper-personalized precision marketing.
Consumer Behavior Analysis
- Integrated data from e-commerce platforms, social media, and physical stores to build comprehensive user profiles, analyzing purchase preferences and consumption habits.
- Used clustering algorithms to segment consumers into groups (e.g., high-value, potential, churned customers) for differentiated marketing strategies.
Personalized Recommendation Engine
- Deployed collaborative filtering and deep learning models to deliver customized product recommendations (“Guess You Like,” “Flash Sales”) via e-commerce platforms and mobile apps.
- Dynamically adjusted recommendations based on real-time data (e.g., holiday promotions, trending events).
Intelligent Marketing Performance Evaluation
- Conducted A/B testing to compare conversion rates across marketing approaches, optimizing advertising channels and content.
- Applied attribution modeling to measure the contribution of each channel (e.g., WeChat, Douyin, offline ads) to final sales.
Results Achieved
- 50% increase in online sales: Precision recommendations significantly boosted purchase intent, especially repeat purchases.
- 30% reduction in ad spend: Data-driven optimization minimized inefficient advertising, greatly improving ROI.
- Higher customer satisfaction: Personalized experiences strengthened brand loyalty, lifting NPS (Net Promoter Score) by 20%.
The brand has since expanded Huibi’s intelligent marketing system to multiple global markets, making it a core tool in its digital transformation journey.