Retail | Marketing
Creative Operations
Objective
In the highly competitive retail industry, traditional marketing creative processes are often time-consuming and resource-intensive and lack the agility to respond to the market. To maintain an edge, the client needed efficiency and innovation in creative operations.
Challenges
- Time Constraints: Creating and approving marketing content involves multiple stakeholders, leading to delays.
- Resource Allocation: Limited creative resources can hinder the ability to produce diverse and high-volume content.
- Consistency: Ensuring brand consistency across various channels and campaigns is challenging.
- Data Utilization: Leveraging customer data effectively to personalize marketing content remains a complex task.
Solution Proposed
Affine deployed a hybrid computer vision solution to classify images into explicit and implicit attributes as well as extract textual features from images, utilizing:
- Prompt Engineering using GPT-4V
- Azure Vision Services
- Data Asset Management
- Session Management Framework
- Engineering Backend & Front-End UI
Outcome
- Automation: Automated metatag and keyword generation, reducing manual effort by 90%.
- Enhanced product discovery and engagement through compelling product descriptions.
- Streamlining: Streamlined marketing campaigns leveraging extracted tags to create targeted marketing campaigns.
- Personalization: Uncovered hidden trends and customer preferences by analyzing keyword patterns across large image datasets.
- Reduced dependencies on SMEs or specialized skill sets such as Graphic Designers.
Design & Thinking Wins
- Successful deployment of Azure ML Studio, GLM, and XGBoost for image classification and feature extraction.
- Integration of VGG-16 and Resnet-50 (Transfer Learning methods) for enhanced image processing.
- Utilization of Edge detection, Sobel/Kuan/Frost image pre-processing filters for improved accuracy.
- Implementation of a session management framework to reduce Azure OpenAI service costs.
Disclaimer: The outline showcases the typical challenges, solutions, designs, and outcomes for industries and functions, in general, based on Affine’s prowess in the Industry. The outcomes would be much higher for specific clients as they would be based on their data and specific problems to be solved.
