Emarsys Artificial Intelligence Marketing (AIM) simply and effectively bridges the execution gap between complex data science and scaling truly personal interactions with billions of customers

LONDON, U.K. – November 30, 2016Emarsys, a leading global B2C marketing cloud company, announces the launch of Emarsys AI Marketing (AIM) that will revolutionize the role of marketers, and increase revenue and return on investment (ROI) for global brands. The new, disruptive capabilities of AIM will alleviate the marketer’s burden, not by adding more disparate tools, but by simply and effectively bridging the gap between complex data science and executing truly personal omnichannel campaigns at scale.

AIM also provides progressive marketers with a powerful, but hype-free and tangible AI solution with previously unexperienced capabilities, such as personalized incentive recommendations with just a flip of a switch, and significant business value with potential revenue uplift of more than 28%1.

According to Forrester2, 40% of loyalty marketers struggle with personalization. Emarsys AIM allows progressive marketers to be more empathetic and focus on one-to-one engagement with their customers, but at scale and enabled by AI that removes the burden of operational and execution tasks. By allowing marketers to focus more on strategy, content and creative, global brands in the e-commerce, retail, travel and other B2C industries can expect more engaged customers, improved loyalty and increased revenue, thereby achieving greater ROI.

Marketers will interact with AIM through a unique and intuitive user experience (UX) portal that embeds enhanced features into the Emarsys B2C Marketing Cloud. AIM automates the timing, content and communication channel by using intelligence developed through analysis of over two billion Emarsys unified customer profiles.

Emarsys retail and e-commerce clients already using AIM, such as Evolution Slimming1 and Japan Centre3, have voiced support and are experiencing significantly increased value. Other Emarsys clients, such as Rawlings3 in the US, have also been vocal about exploiting the capabilities of AI.

“Marketers today are still fine-tuning campaigns manually and basing segmentation and personalization decisions on intuition rather than deep, data-based insights,” said Hagai Hartman4, Chief Innovation Officer at Emarsys. “The capabilities developed in-house, from the ground up, and built into Emarsys AIM allow progressive marketers to re-imagine their role in businesses of all sizes. They can easily improve results, in terms of revenues and ROI, by taking the guesswork out of campaigns and spending less time on mundane operational tasks.”

Emarsys has a rich heritage of providing tangible and accessible data science and machine learning solutions to thousands of clients. Innovation is at the heart of Emarsys and fueled by an R&D team that makes up almost a quarter of the company’s 614-person workforce.

The launch of AIM comes shortly after Emarsys announced another $22.3million of funding, bringing the company’s total to $55.3 million over the past 24 months. This financing will fuel innovation in AI, such as Emarsys AIM, and accelerate growth as Emarsys builds on recent success and seeks new opportunities in existing and new markets, such as the U.S.

AIM capabilities have already delivered significant ROI to Emarsys customers, including Evolution Slimming – a global online supplier of weight loss supplements that ships to over 100 countries. The AI-powered Incentive Recommendations feature of the Emarsys B2C Marketing Cloud is helping Evolution Slimming to achieve significant results1, including +28.6% uplift in revenue compared to ‘default incentive’ control group, +32.2% uplift in lead-generated revenue and +6.5% revenue uplift from defecting buyers. The full case study can be found here.

“Individual incentive and voucher matching was never really a possibility; it was all or nothing on a campaign-wide basis. When it came to defining the nature and quantity of the incentive, it was a guessing game that tried to balance engagement gains with margin hits,” said Russell Nicholls, Commerce Director at Evolution Slimming. “We struggled to identify who should receive discounts, or for what amount. The answer was hidden in our data, revealed with this new solution [AIM Incentive Recommendations] that not only identified what action to take, but completely automated the delivery process. AI at its finest, really.”

Emarsys AIM, which sits between the Execution and Campaign layers, will introduce new features in both the near and long term. At launch, Emarsys AIM will support and enhance a number of Emarsys products, including:

  • Individually tailored Incentive Recommendations to maximize revenue
  • Predictive Product Recommendations for personalized shopping experiences
  • Machine learning for Send Time Optimization and perfectly timed content

More detail on Emarsys AIM can be found here.

Notes to Editors:
1. AIM case study Evolution Slimming: Overall revenue by lifecycle stage, compared to default incentive during a 6-week case study period. Full case study available here
2. For a third-party view on news and market overview please contact Forrester B2C Marketing principal analyst: Rusty Warner at press@forrester.com; + 1 617-613-6061
3. Additional Emarsys client quotes supporting AIM and AI:
“We are always expanding our high-quality, high-performance product portfolio to meet the demands of the diverse athletes and customer base that we serve. Trust is a central part of our brand ethos, so it is paramount that all communications with customers supports this,” said Shane Johnston, Sr. Director, Digital & E-Commerce at Rawlings Sporting Goods Co., Inc. “Emarsys has allowed us to more effectively educate, engage and serve our customers by aligning our marketing activities to their needs – whether it be merchandise matching, location-based promotions or crafting custom offerings. With Emarsys, we aren’t simply informing our customers, but tailoring our engagement to their expectations. AI will increasingly become central to that experience.”
“We never knew if the discounts we sent were appropriate or not; were they too big, were they too small, were they even necessary? Managing discounts on an individual level was too time-consuming, and we couldn’t tell who should get what,” said Svetlana Novichkova, Head of E-commerce at Japan Centre. “Adding this intelligence layer to our incentives has transformed our win-back capabilities. We can now offer a whole range of incentives, and know that each one will pay for itself. The uplift in revenue was noticeable immediately. It’s now so easy to tailor incentives for our different customer types, and this is transforming our win-back capabilities. Seeing how much uplift this AI-powered feature is delivering, and the savings it is creating, is unreal.”

Hagai Hartman
Chief Innovation Officer at Emarsys