US-based footwear and accessories retailer DSW has selected Marketing Evolution to gain person-level insights of its footwear and fashion customers, as well as improve its performance at both their physical and online stores.

With the new initiative, DSW intends to further improve its increased return on investment (ROI) and make right-time decisions to engage more customers.

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New York-based Marketing Evolution designs and develops artificial intelligence (AI)-based marketing optimisation and analytics software for the retail segment.

“We want to gain insights into the customer’s behaviour to understand how each piece of our marketing efforts magnifies or hinders the others.”

Marketing Evolution founder and CEO Rex Briggs said: “We are excited about our selection by DSW. The insights we deliver will help the company better understand their customers’ needs and intentions.

“We’ll be working together to improve the marketing efficiency of their campaigns to drive customers in-store and online.”

By incorporating Marketing Evolution’s ROI Brain technology, DSW anticipates that its marketing team will now have the ability to measure their efforts and improve sales at both its online and offline stores.

Marketing Evolution’s ROI Brain technology has been designed to observe every media touchpoint, major external factors, and the impact of retail store locations.

DSW customer marketing and analytics senior director Julie Roy said: “Over the past few years, it’s become clear that we needed a new way of measuring the performance of our entire marketing mix.

“We want to gain insights into the customer’s behaviour to understand how each piece of our marketing efforts magnifies or hinders the others. We’ll then use those insights to make confident decisions that will drive our business.”