Wonderfully convenient or a bit too close for comfort: when does personalisation and detailed data usage become just a bit too personal? And how on earth can marketers tell when their carefully crafted messages are actually creeping their targets out? It was the subject that was under discussion at a masterclass in London recently. Here’s what the experts had to say about walking the tightrope between too much and too little:
Business Intelligence specialist IT Performs (ITP) is looking for digital marketing teams to take part in trials for a new customer insight tool which can predict the lifetime value of customers.
In association with SAP’s Co-innovation Lab and HANA Partner Engineering teams, IT Performs will be starting beta-tests for Kairos, a breakthrough Customer Value Analytics Platform this summer.
Designed specifically for marketers looking to enhance and evaluate their digital strategies, the cloud-based software will collect and automatically analyse multiple sources of customer-related data, in real time. By predicting the lifetime value of each customer, Kairos offers unprecedented genuine insight into customer behaviour that will help clients understand their customers’ needs so they can offer more relevant products and services, making them more competitive and profitable.
Glen Westlake (pictured), co-creator of Kairos, said: “Using Kairos, our clients will get a simple analytics platform to help track customer value over time using best practice profit and loyalty models. These can be used to influence the focus and level of investments into marketing and customer service and predict the impact on different customer segments. Kairos guides the most appropriate customer retention and acquisition actions necessary to meet customer needs and deliver efficient corporate results.”
Combining ITP’s expertise in Customer Lifetime Value (CLV), gained from working with the Telecoms industry over several years, with the advanced capabilities of SAP’s in memory database (HANA), Kairos simplifies this complex data science task by providing pre-built; data extractors (APIs), predictive models and visual analytics, to deliver a simple and easy to use solution to measure and track CLV.
Companies wishing to sign up for the beta program can contact UK-based IT Performs on: 0845 868 5692.
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