Transforming Marketing Optimization for a Retailer: Infosys’s Consumer Genome Project

The marketing function continues to evolve in 2013 along the path established in the last few years. Unsurprisingly, digital marketing, social connections, and mobile interactions demand more and more attention, and emerging technologies such as advanced analytics and big data are expected to be further leveraged by organizations in modernizing marketing processes.
 

At HfS Research, our research interest is exploring just how CMOs expect to check off these boxes in the next few years in trying to keep up with the growing marketplace complexity. This document accordingly highlights the path that a large footwear retailer in the US took to achieve this goal by working with Infosys on a new marketing optimization solution, the Infosys Consumer Genome Project.
 

With the help of the provider, the retailer reduced its media costs, gained a unified view of its customers, and experienced a 5% campaign response lift, potentially impacting $3MM+ in six-month revenue flows.