Subjected to a battery of tests

As we've mentioned a few times, we've been actively working on marketing and artificial intelligence for just over two years now. This work has resulted in various tools and processes that we have made available to those who have made the step towards Marketing Cloud.

Lately, we've been testing different aspects of artificial intelligence and journeys in order to validate certain hypotheses and improve the performance of our tools. With these objectives in mind, we carried out four tests, which I will now summarize for you.

Test 1. and 2. - The performance of different suggestion tools

Tests 1 and 2 enabled us to verify that the performance of the new version of our artificial intelligence was superior to the performance of the suggestions made to customers by the other options tested. Here are the other options to which the virtual advisor was compared:

• The first version of AI
• An algorithm based on shows rather than customers
• Theater suggestions
• Most popular shows

Test 3 - Number of suggestions

We then wanted to know whether an increase in the number of suggestions would improve click-through and conversion rates. So we split the test group into 3 segments and offered 3, 4 and 5 suggestions respectively. We found that both click-through and conversion peaked with 5 suggestions.

Test 4 - Measuring efficiency

In this last test, we wanted to compare the performance of our suggestions against suggestions from the theatre (which included artists such as Marc Dupré, Katherine Levac and Guillaume Pineault, to name but a few). The click-through rate for the Virtual Advisor suggestions was found to be 2% higher than for the theater suggestions, and they generated almost double the number of conversions.

We hope this gives you a clearer idea of what goes on behind the scenes. We would like to take this opportunity to thank the Palace de Granby, without whom these tests would not have been possible. Rest assured that this is not the end of our efforts to improve our tools, and perhaps you'll be called upon to take part in a future series of tests.