According to Google, 82% of shoppers make purchase decisions in-store — a challenge that AI-driven software engineering can help address by connecting digital insights with offline behavior.
AI and Software Engineering are helping marketers deliver great personalized offers and discounts. Using location-based marketing, they can now send targeted information to defined receivers in real time.
CHALLENGES IN AI AND SOFTWARE ENGINEERING FOR OFFLINE AUDIENCE TARGETING
One of the main challenges in this project was to provide users with well-tailored information depending on their localization. For example: while entering the cinema, a user gets information about a combined promotion for popcorn and ticket; while shopping, he receives information about dedicated sales in the specific stores he is passing by. For marketers, it was designed as one single tool responsible for communication, analytics, and advertisement. A simple platform where you can manage the content from the administrator panel. Due to internal changes in the developers’ team, Proxi.Cloud’s project success was in question. From a business perspective, to continue building a stable and scalable production environment, it was highly recommended to make an audit by qualified experts.
Stermedia was asked to analyze and prepare a recommendation about techniques used in the project. As a result, the team identified key areas for optimization within AI and Software Engineering practices.
Stermedia focused on determining:
- the quality of the platform’s code – the ease of development and further maintenance, so the report could be used in an investor’s decision-making process: software architecture (Microservice Architecture, Object Services, javascript code), automatic tests, software code syntax (Ruby and JavaScript code, HTML code syntax, good practices in the CSS catalogs structure, used libraries)
- the level of complexity of starting up new instances in Azure environment (or similar)
- gaps in documentation
RESULTS OF AI-DRIVEN SOFTWARE ENGINEERING SOLUTIONS
As a result of the audit recommendations Stermedia made, the client performed code refactoring and improved the current code deployment — all supported by Stermedia’s expertise in AI and Software Engineering.
In addition, our team prepared a comprehensive set of deliverables to ensure seamless implementation. Specifically, we provided::
- a full report of the current state, which in turn helped the client make informed decisions,
- implementation of software for the new production environment based on the Azure platform,
- deployment automatization (moreover, through GitLab CI),
- an improved process of implementing the application into the production environment (using Docker and Rancher),
- he introduction of a new software function that ultimately enhanced the platform’s usability.
Stermedia developers helped us to save the project which at the time was very questionable. Nowadays we can develop our product and build our own team. It is important to us that their developers are elastic, have a quick reaction time, proactiveness and build technical trust.
Paweł Prociów, CTO, Proxi.Cloud
ABOUT PROXI.CLOUD
Our client, Proxi.Cloud, is a proven and secure solution to collecting and storing anonymous location data collected through mobile applications. It gathers relevant location data and targets online ads to specific audiences. This solution is based on geofencing, Wi-Fi, and beacons. Proxi.Cloud has 192 403 analyzed POI, 5 851 159 WiFi networks, and 102 765 085 interactions monthly.
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Tender Process Optimization with AI Solutions – Shows how AI-driven data analysis improves decision-making and process efficiency — just like AI helps optimize offline audience targeting.
How to Streamline Construction Management with Technology – Learn how technology and software engineering improve coordination, communication, and real-time data use — principles that also power offline audience targeting.
Revolutionizing Public Health with AI and ML – Demonstrates how machine learning supports large-scale systems and precision targeting — similar principles applied in offline marketing technology.
