Category Archives: Marketing

idea product recommendation

Product Recommendation with machine learning using ElasticSearch

Elasticsearch provides us with powerful machine learning based tool for product recommendation for e-commerce.

What do we know about our customers?

It is relatively easy to know which products our customers have either bought, or clicked upon in the past.   Using elastic search we are able to leverage this data to recommend to these users other products which have been of interest to different users who have showed an interest in the same products.

For example if our user has clicked upon a book about medieval French history,  then it would seem obvious that we can show the user the most popular books in the category of medieval French history.   However this approach of simply repeating products in the same category may become tedious, and we may miss many interesting possibilities to offer users products across categories.  For example if  the user buys a camera we would possibly want to offer the user a book on photography.

Machine Learning Product Recommendation

Elasticsearch provides us the possibility to recommend products to users based on what other users who bought the same products as them have purchased.

Term aggregation

For example we have an index which contains all of our users, with all of the products they have purchased as shown in the mapping below.

If a user has bought a polaroid camera, then we can look up the most popular products purchased by other users who brought the same polaroid camera.  This list is likely to include products which are directly related to a polaroid camera (such as polaroid film), and indirectly related (books on photography).

Significant Term Aggregation

A term aggregation may indicate products which are popular with polaroid users, but some of these may be completely unrelated to polaroid cameras, (eg. Mobile telephones) simply because they are popular with everyone (including people who buy polaroid cameras).  If we want to avoid this, then we can use the significant terms aggregation, which will return products which are significantly more popular with polaroid camara buyers compared with our customer set as a whole.

The example below shows a significant term aggregation


 

 

This approach is interesting because as our volume of data increases, the quality of our recommendations improves:  as time goes by, we will learn more about our specific users and  at the same time grow our database of user preferences.

 

 

 

 

mailtracking

How to automate and track email campaigns on google analytics using thunderbird

In this article we will show you how to create a personalized email campaign and create a tracker on google analytics so that you can see who has clicked on the links in your campaign.  We will use opensource mail client Thunderbird, with a plugin called Mail Merge, and google analytics.

Pre-Requisites

You need to have set up google analytics on your web site.

Install thunderbird

Install mail merge plug in for thunderbird

From thunderbird, go to   Tools>Addons>Extensions   then search for Mail merge plugin.

After installing restart thunderbird.

Create a csv file of your contact list

You can create a csv file using excel, or LibreOffice Calc, using save as csv option.

Each column will be some data you want to include in the marketing mail.

Each row will be transformed into a single email.

The CONTACT_ID should be a code number which we will use to identify the customer and will appear in google analytics.

Take care to remember exactly the syntax used for the first row, these will be our PLACEHOLDERS below.

Screenshot from 2017-05-24 12-09-16

 

Create a mail in thunderbird

Use the format {{<place holder>}}  where <place holder> is the Column Header of the data in the csv file you want to merge into your mails.    The text must match perfectly.

In my example I am using {{EMAIL}} for the users email.(see below)

 

Screenshot from 2017-05-24 10-37-14

We strongly recommend you include a text or link to enable people to UNSUBSCRIBE from your mailing list.

Add a custom link with google analytics tracking code to your email

Now edit the links to include the tracking code as follows:

The format is:

mywebsite.com/landingpage.html?utm_campaign=testCampaign&utm_medium=email&utm_source=Direct&utm_term=MyKeyword&utm_content={{CONTACT_ID}}

You need to replace the parts in red with your web landing page, campaign name and keyword.  If you have two or more links in your email, then by using two different keywords you can tell which link the user has pressed.

The CONTACT_ID placeholder will pull the CONTACT_ID column that you put in your csv file earlier just like we did for the email address, so do not change this.

Note! The contact_ID must NOT be anything you can directly identify a user with (such as an email or name) since that contravenes privacy laws in many countries.

 

Create the mails using mail merge

When you have finished editing, press

File>Mailmerge

Screenshot from 2017-05-24 10-45-11

Source- csv

Deliver mode: send later

csv – select the csv file you created ealier

Character set, Field delimeter and Text Delimiter should be the same as you used when saving the csv file. (Recommended UTF-8, Tab, “)

Rest of values- leave blank

Click OK and one mail will be created for each line in your csv file in your OUTBOX.

Check the contents of your marketing campaign

Before sending, make sure that the mails have been created as you expected in your OUTBOX.  Check several mails, and pay attention to how the place holders and links have been built.

Check the links by clicking on them yourself.

 

Send your campaign mails

Outbox, right click , send unsent messages

Check the results in google analytics

You will probably need to wait at least 24 hours before any results show up.  You can see them in your google analytics account.  Analytics>Acquisition>Campaigns.

Screenshot from 2017-05-30 16-13-58mail_campaigns

 

 

Here you will see the Campaign properties we included in the link for every time a link is clicked.   If you want to know who the user is, you need to add a secondary dimension, which you will find under Advertising>Ad Content or Advertising>Keyword.

This way we know not only how many users clicked on our campaign mail, but also who they are, so we can follow up with those customers.