Decrease the cost of SMS campaigns using Propensity predictions
Lower SMS campaign costs by sending messages only to those who are likely to purchase items
Difficulty: Medium · Modules: AI Hub, Decision Hub
Channels
Industries
- Automotive
- Books
- Cosmetics
- Electronics
- Fashion & Apparel
- FMCG
- Home & Furniture
- Jewelry
- Multi
- Retail
- Telco
- Travel
Challenges addressed
- Optimize your website and campaigns
Tags
- SMS communication
- Segmentation
- Predictions
- AI
- Propensity
Summary
This use case focuses on creating precise customer segments using Synerise's real-time segmentation engine that combines behavioral, transactional, and demographic data for targeted marketing. Specifically, "Decrease the cost of SMS campaigns using Propensity predictions" enables your team to lower sms campaign costs by sending messages only to those who are likely to purchase items. This implementation balances ease of setup with meaningful business impact.
Example Scenario
Your marketing team needs to identify high-value customers who have purchased in the last 30 days, have a preference for premium brands, and have engaged with email campaigns in the past week. Using Synerise's segmentation tools, this complex query runs in real time across millions of profiles, producing a dynamic segment that updates automatically as customers meet or exit the criteria.
Business Challenge
- Optimize your website and campaigns
Solution
Synerise Segmentation Engine supports both rule-based and AI-assisted segment creation. Marketers define segments using a visual builder with conditions on events, attributes, aggregates, expressions, and prediction scores. Segments evaluate in real time — adding or removing customers as their data changes. Segments integrate with all activation channels including email, push, SMS, Dynamic Content, and automation flows.
This implementation leverages Synerise's AI Hub for training, deploying, and managing machine learning models, predictions, and AI-powered recommendations and Decision Hub for data-driven business decisions, analytics dashboards, and real-time performance monitoring. The solution delivers results through SMS messages for time-sensitive notifications, transactional alerts, and promotional campaigns.
Expected Impact
Implementing this use case delivers measurable improvements across multiple business dimensions. Organizations typically see results within the first 2-4 weeks of deployment, with compound gains as the system learns from additional data. The medium-level implementation complexity means a balanced investment of time and effort yields strong returns.
Key KPIs
- Segment precision and recall rates
- Campaign performance by segment
- Segment-level conversion rate
- Revenue per segment
- Segment growth or shrinkage trends
Data Inputs
- SMS communication — SMS messages for time-sensitive notifications, transactional alerts, and promotional campaigns
- AI Hub — AI Hub for training, deploying, and managing machine learning models, predictions, and AI-powered recommendations
- Decision Hub — Decision Hub for data-driven business decisions, analytics dashboards, and real-time performance monitoring
Implementation Steps
- 1. Define segment criteria using the visual segment builder with behavioral and attribute conditions
- 2. Test segment size and composition before activation
- 3. Connect segments to marketing channels and automation flows
- 4. Set up segment-level reporting and KPI dashboards
- 5. Monitor segment dynamics and refine criteria based on performance
- 6. Create lookalike segments for audience expansion
Technology Explanation
Synerise's segmentation engine operates on a streaming architecture that evaluates segment membership in real time as events arrive. Complex conditions including event sequences, time windows, and aggregate functions are compiled into an optimized query plan. The engine handles segments with millions of members with sub-second evaluation latency.
Platform Components
- AI Hub — AI Hub for training, deploying, and managing machine learning models, predictions, and AI-powered recommendations
- Decision Hub — Decision Hub for data-driven business decisions, analytics dashboards, and real-time performance monitoring
Channels
- SMS communication — SMS messages for time-sensitive notifications, transactional alerts, and promotional campaigns
Target Industries
- Automotive
- Books
- Cosmetics
- Electronics
- Fashion & Apparel
- FMCG
- Home & Furniture
- Jewelry
- Multi
- Retail
- Telco
- Travel
Functionality Used
- SMS communication
- Segmentation — creating precise customer segments using Synerise's real-time segmentation engine that combines behavioral, transactional, and demographic data for targeted marketing
- Predictions — using Synerise's AI prediction models to forecast customer behavior such as churn risk, purchase propensity, lifetime value, and next best action
- AI — harnessing Synerise's full AI capabilities including machine learning models, natural language processing, and computer vision to automate decisions and discover insights from customer data
- Propensity
Implementation Complexity
Medium — This use case requires moderate technical knowledge and some configuration effort.
Time to Value
2-4 weeks
Documentation
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