NEC Corporation has developed marketing strategy planning and effectiveness simulation technology that uses generative AI to identify the latest customer needs and generate optimal metrics. According to a survey by NEC Corporation, it is the world’s first technology capable of automatically visualizing customer interests and preferences (i.e. psychographic attributes), generating metrics and predicting responses customers to these measures. NEC Corporation aims to launch services with this technology in 2024. This technology has been used to develop ideas for new services which are being explored for next generation gas stations for ENEOS Corporation, the largest oil and gas group from Japan. energy business.
Currently, companies that provide services to customers (real estate, retail, distribution, energy, etc.) try to understand the latent needs of customers before opening a new store, starting a new type of business or sell a new product or service. In order to understand customer needs, methods such as questionnaires and round tables, as well as collecting and searching for information on the Internet are used. However, these methods lack comprehensiveness and rationality, making it difficult to accurately understand potential customer needs. Other options include the use of external consulting services, but expectations are growing for methods that can easily and interactively generate optimal effective measures.
Overview and features of marketing strategy planning and effectiveness simulation technology:
1. AI-driven marketing strategy planning and simulation of the effectiveness of customer response rates that enable execution of the most effective measures
Using NEC Corporation’s AI technologies (generative AI, consumer attribute expansion technology, knowledge discovery and strategic planning technology) and credit card payment statistical data/other historical data purchase, it is possible to analyze customer interests and preferences in a designated or specific area. store, to identify latent needs and generate optimal measures. Furthermore, since it is possible to simulate the customer response rate to the proposed optimal measures, it is possible to confirm the expected effects before implementing the measures so that only the most effective measures are applied.
2. The Large Language Model (LLM) of generative AI enables interactive analysis in natural language
Using LLM, a type of generative AI, users can interactively generate optimal metrics and simulate response rates using natural language. Plus, once the prompts (instruction text) are entered, the results are displayed within minutes so users can analyze them repeatedly until they are satisfied.
3. Combining purchase history data with open data allows analysis even by companies that do not have internal data
In addition to a large amount of purchase history data, NEC Corporation’s AI technology enables the collection and use of highly relevant open data on the Internet. A complete and rational analysis is therefore possible, even without having internal data (data belonging to a company can also be used).
