3 MINUTES BULLSHIT WITH GEORGE #41: AI-Powered Loyalty Programs with Alexander Guerra             

Episode #41 of 3 MINUTES BULLSHIT WITH GEORGE featured Alexander Guerra, Senior Director, CRO at Baz Súperapp. We discussed AI-driven Loyalty Programs.    

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Alexander Guerra, Senior Director, CRO at Baz Súperapp. Baz Súperapp is an information technology company that provides a mobile application with multiple features of digital transactions.

Alexander shares his experience as a Mobile Growth Expert in AI Loyalty Programs. 

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel. 

Connect with Alexander and Baz Súperapp here:

• Alexander Guerra's Linkedin

• Baz Súperapp

Timestamps:

00:00           Dance

00:14           Alexander’s Introduction

00:29           AI for Loyalty Progam

02:18           Bloopers

Transcript & Key takeaways from the episode:

In recent years, data science and machine learning teams have advanced personalized marketing efforts aiming to maximize customer lifetime value.

• AI for Loyalty Programs: Machine learning models analyse customer behaviour to determine which promotions will have the highest impact, allowing for more tailored offers and improved engagement. This approach requires close collaboration among product, UX, and growth marketing teams to ensure the effectiveness and alignment of personalized offerings.

• Exploration and Exploitation AI Model: A specific AI machine learning approach, this model tests customer responses to various offers, analyzing demographic and functional data, like device type or location, to predict and maximize engagement and ROI.

• Targeted Budget Allocation: By understanding customer reactions to offers over time, companies can make precise, data-driven decisions on budget allocation to optimize spending and forecast returns on investment.

George: A question is about artificial intelligence and loyalty programs. What is your experience on that and can you share with us? 

Alexander: I think over the past 2-3 years, it's been growing super fast with how the data science teams, machine learning, ops teams made this more personalized. So every time you have an offer from different points: on a credit card, on my airline or a personalized offer, sometimes there's a machine learning wall behind that gives you insights into which customers need to have that promotion in order to maximize lifetime value. So that's super exciting and working alongside with a lot of product teams, UX teams, growth marketing teams. Super exciting. Yeah…

George: So, which tools you are using for AI? 

Alexander: Yeah, it's powered by different models. One specific, one that we use is called an exploration and exploitation phase mode, which is definitely a way in which we train the model, for a couple of weeks. Then model learns how the customers react to different offers. And then based on different attributes, is if it's because the customer has iOS or Android, a female or a male, or something… It can be demographic, it can be functionality-based, it can be based on location. It gives you different kinds of attributes when you map this out you Identify different patterns. So when you send these offers and then you see how customers react over time, you can use your budget more precisely, more accurately, in terms of like I can spend x amount of money and then I'm gonna have a specific amount of return over a specific period of time. So these models are working that way.   

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