News & Blogs

How advertising to bots will make brands more human

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Amazon’s making personal assistants affordable for everyone with the release of Amazon Dash. “Shopping made simple”, it enables everyday products to be re-ordered with the tap of a button. If find yourself running low on detergent, it’s replaced hassle free. The Amazon Echo goes one step further. It’… Read more
News & Blogs

What makes people happy to buy your stuff?

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Here at Initiative we’ve developed a unique new tool called Decision Trees. Decision Trees can help our clients uncover the important, but hidden, factors that influence a customer’s path to purchase. These factors determine whether or not a purchase is ultimately a success and is measured by metrics such as the chances of a repeat purchase and recommendation. Our friends in Mediabrands Marketing Sciences worked with us to create Decision Trees using a mathematical technique known as classification and regression tree (CART) models. To demonstrate its power, we partnered with Respondi to survey 2000 British holiday-makers and short-break takers. Read more
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