Sherlock.ai: Servicing several industries and staying relevant – Apparel, Automobiles, & Edtech
When you know your audience, your audience knows. That car ad on our mobile, that ‘shop from hmonline’ ad on our Instagram account, that ad for a ‘complete blood profile test’ at an esteemed lab, or that ‘preview invite’ for a luxury brand delivered to our inboxes are not mere coincidences. Marketers across industries offering different products have one goal – they follow their audiences for their likes, dislikes, preferred products, where they live, what they do, where they would like to buy the products or avail of the services, and how much will they be willing to spend on these products and services, and basically every little detail about their audience is of relevance.
Visiting India Fashion Week? When we browse Instagram for fashion choices and check new collections of JJ Vallaya, Sabyasachi, Manish Malhotra, and other favourite designers on their respective handles, AI works parallelly to help the Apparel industry in labeling us as fashionistas. Those of us who follow fashion trends, fashion bloggers, and designers on Instagram, shop at their stores, and more are all identified and delivered targeted ads for specialty clothing/ occasion wear, especially during the festive seasons. Diwali is round the corner, party invites have started trickling in, and who can resist that ad for the festive outfit we are already on the lookout for? Besides, Sherlock also tries to find out how far, we, as customers are traveling from our home locations to the stores, along with other stats such as if we need our shopping delivered home and if we are likely to shop at multiple designers, and so on.
When we go to buy an automobile we usually have certain brand preferences/loyalty and a budget in mind. For a long time, as Maruti or LML Vespa buyers, we never looked elsewhere. But, when we are leaning towards buying a car brand ‘A’, and it doesn’t fit in our budget, and we happen to get an advertisement on our Social Media platforms of a car brand ‘B’ whose dealership showroom is located near our home or office, and the prices are within our budget, we may actually end up visiting the showroom and buying that very car. This is not serendipity. This is targeted marketing with the help of AI.
So how does an automobile showroom analyze the competition in the market, how does one know what vehicle are we, the customers looking to buy and in which segment, which competition showrooms are we visiting, and which are the places where showrooms or vehicle charging stations should be set up and more? Brand loyalty makes customers travel to faraway places to have a look/test drive at their preferred automobiles. Sherlock.ai comes into play by mapping the layout of all automobile showrooms. Consumers visiting the dealerships are tracked as well. Our current vehicle or mode of transport is also determined. This data is then combined by mapping it with IA’s proprietary analysis to help in understanding the locations where we have shopped or what is called transactional data (using our digital footprints and use of debit/credit cards/wallets etc.), where we live, and other metrics such as prosperity level and thus the ability to spend, automobile dealership visitation, search trends on digital platforms (Google, Car aggregators), etc. to create classifiers based on our interest in purchasing a vehicle. Precisely targeted campaigns are then launched on Social media platforms such as Facebook, Instagram, and Google for those of us who are most likely to convert.
As parents of Class 12 students, we are often hustling – trying to get brochures for the best colleges for our children, doing the math for affordability, looking for counselors who provide help at every step, from finding the right courses in the right colleges and handholding up to the visa interviews. AI helps Edtech optimize tasks by bringing in personalization to customize course requirements to match the students’ requirements taking into account things such as intelligence, mobility issues, preferred study destination, affordability, and many more such criteria. It starts with identifying us as the parents of K-12 students and even identifying college students as higher studies abroad or within the country are classified as undergraduate and postgraduate. Besides, school students are constantly looking to upskill to stand a chance at Ivy League admissions or admissions to other prestigious colleges. Working parents, teachers, and professors are also identified along with target parents who are involved in their child’s education. All these criteria help the Edtech industry delivers targeted ads that can be of immense use for both the advertiser and us parents, looking for such services.
These are only a few of the industries that are being helped by Sherlock.Ai. Our next part to this blog will discuss more fascinating insights from some other industries. Stay tuned.