All posts by: Shailesh Mallya

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Making it easy for your users to access insight as part of their daily business process, increasing the chance they’ll actually action them.

By having predictive scores for channel preference, engagement, customer lifetime value or buying propensity available on a screen to all your customer service agents will make their on-call conversations with customers more informed and intelligent. They don’t have to wade through 5 applications to get to the data and crunch it to find the one thing they need to perform their daily business tasks.

Likewise, having the KPIs for leads generated, sales achieved, demand forecasts, cross-sell opportunities or top products showcased on CRM applications or intranet portals for your marketing and sales teams will make them widely understood and keep them in front of all relevant stakeholders when they need it most.

This service offering enables you to integrate and embed generated insights into the various customer systems that are part of your business processes, keeping them updated at all times.

Traditional segmentation requires marketers to manually create sequences of rules to group prospects along demographic, behavioural or purchase history lines. We use data science and machine learning to automate identification of your highest converting prospects and predict the combination of content, channel and timing that will engage them.

Machine learning algorithms run against your data warehouse, continually creating, updating and publishing clean, deduplicated segments to your Marketing Automation, Data Management Platform, Social Media Advertising and CRM systems, and enriching your marketing profiles with predictive scores.

These insight driven segments can be applied to email, social or advertising campaigns or to update marketing profiles with new scores for churn risk, likely lifetime value, product recommendations or next best action.

You can only create a truly data-driven organisation if relevant business stakeholders can share and collaborate on insights. This means in the formats that they want, when they want, on the device they want and with the level of detail they need!

Whether your stakeholders are in internal functions like sales and marketing, C-suite executives and VPs, cross functional managers and department heads, external partners like marketing agencies or vendors, B2B clients and partners and even government or regulatory bodies, they all need to use the same definitions of metrics and KPIs to avoid comparing apples and oranges. And from a cost and efficiency perspective, different stakeholder groups all be serviced from the same set of data, using the same infrastructure and processes.

This service enables you to share the insight reports and dashboards with their verified receivers in various formats e.g. pdf/ppt/excels/web pages/emails etc. at set frequencies or on demand, within a strong security, legal, privacy and governance framework.

Imagine if you could design a KPI, then ask the system to watch it and carry out various actions when certain conditions and/or thresholds are met?

For example, when the average purchase value per month of any customer touches a certain value, you trigger loyalty card workflow for that customer or add a customer to a retention campaign if their churn prediction scores go beyond 60%.

This service enables you to automate and trigger various business process workflows based on what the insights tell you, thus saving you manual and inconsistent efforts in acting on a piece of information or insight.