This is explained by an obvious problem: The volume of data generated by consumers is growing, so much so that it is now impossible for humans to process this data. The number of data sources has also increased tenfold with the spread of smartphones and connected objects.
If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.
Based on a thorough analysis and segmentation of Bocage’s database, Advalo’s teams, we're able to identify characteristics of the profiles of its best male customers, in order to create a specific audience within the framework of a look-alike campaign on Facebook and Instagram.
Almost every marketing leader and expert will tell you that modern marketing is all about measurement. Being able to estimate the ROI of marketing spend by attributing customer actions to tactics has given companies a reason to allocate bigger budgets to marketing each year.
While GAFA excels in the exploitation of the data, it is in no way reserved to them. All companies must now work on this, especially their marketing and sales departments.
Topics: Predictive Marketing
What are the new fundamentals of retail? On the occasion of the French Preferred Brands
ceremony, organized by e-marketing.fr and EY Parthenon, the retail expert Frank Rosenthal
gave us three video tips to stand out in 2019.
The region of Rennes, the former bastion of telecoms, has become a fertile ground for start-ups and their big sisters; scale-ups.
A directive of great symbolic meaning... Former France Telecom headquarters, the cradle of the Minitel and the smart card, the Mabilay building is now home to a trendy start-up hotel for Renne's startups still in their early stages. With its oversized antenna and its golden yellow saucer, the spacecraft that dominates the metropolis of 443,000 inhabitants is the most obvious icon of choice for the technological revolution transforming the Breton economy.
Advalo is an individual marketing platform for retailers and the automotive industry.
While buying channels and points of contact are numerous, Advalo enables brands to acquire
an omnichannel vision of each consumer and detect key moments during the purchasing
journey. Advalo enables retailers to develop a lasting and individualized relationship with their
customers and find their true role as a merchant.
How does it work?
By reconciling behavioral data collected on the internet and from client CRM databases.
Then, thanks to artificial intelligence algorithms and more than 40 predictive models, the
platform transforms these data into immediately actionable consumer insights.
Read this article to learn more about the collaboration between Advalo and ready to wear woman's brand Grain de Malice from CRM Manager Laurent Bacquaert, and Customer Marketing Manager Marion Landry.
Data exploitation that is even more targeted than Big Data is now available, thanks to Artificial Intelligence techniques such as Machine Learning or Reinforcement Learning. These constitute the heart of predictive marketing in the Advalo Platform. Meeting and decryption with Nicolas, a Data Scientist at Advalo.
By properly handling data and artificial intelligence, the company Advalo helps retailers better understand the customer journey and buying habits of their customers. Moreover, they recently received the 2018 Pass French Tech for the second year in a row.
"Presently, consumers are over-solicited, but would prefer not to be.” - David Le Douarin.
Olivier Marc and David Le Douarin founded Advalo in 2014. The company works in particular on the valuation of countless data which companies accumulate on their customers. The purpose: better understand their purchase intentions.
In effect,it’s no longer a question of sending mass advertising. "The essential goal for our brands who want to generate traffic is to understand each consumer and speak to them in a individualized way, says David Le Douarin. This creates a lasting impactful relationship between the brand and the customer. "
Advalo, which refers to itself as "the first retail and automotive individualized marketing platform",uses data and artificial intelligence to develop an algorithm that specifically determines the key moment when consumers are ready to purchase. Advalo also collaborates with about 40 retailers (Goal, Cyrillus, Cache-Cache, Devred and Seat, Skoda, Jean-Rouyer Automotive).
Acclaimed Significant Growth
Advalo won the Pass French Tech for the second year in a row. Launched in 2014, this national program supports companies: the pearls of French Tech who are selected for their hypergrowth and individualism through profitability. Five levers make up this intricate range of services: financing, international arena, innovation, business development and visibility. The much anticipated 2018 promotion had 101 companies.
We are profoundly delighted, smiles David Le Douarin, to have it two years in a row is rather rare. It concretizes all the efforts made to create Advalo. If a company prefers not to disclose its value through turnover, it simply means that it is, very "significant", and has doubled.
On the other side of the Atlantic
Advalo does not intend to stop there. In November, it raised five million euros from SGPA, Vasgos, West Web Valley and banking partners. The goal: strengthen its position in France before going international.
"We want to structure our base team in France, which is solidified, says David Le Douarin. It is thanks to our French team that we even exist, and that we succeed in developing the very best products and creating a positive relationship with our customers. From there, we will start building our presence in the international arena and the American market beginning in 2019. "
To support its development, Advalo is recruiting 20 unique individuals by the end of this year. They will consist of sales, marketers, engineers, and data scientists. " Seeking talent naturally goes hand in hand with growth," says the founder. Today Advalo has around 50 employees in its offices located in Rennes and in Paris.
Antoine Bourdy, Marketing Manager at BodemerAuto granted us an exclusive interview in which he explains the reasons that drove the automotive group to work with Advalo and how the platform contributes to improving marketing performance particularly in second hand and new vehicle segments.