credential deck v12 -...

ResulticksNext Generation Marketing Automation for Digital Businesses

We are Resulticks

Powering brands through data driven marketing automation across digital channels

Copyright © 2016 Resulticks.com 2

100+team members 3 major markets

Our Foundation Industry Verticals Some Brands We Serve

Telecommunications

Banking & Finance

Travel & Hospitality

Beauty & Wellness

Healthcare

Retail

ConsumerElectronics

Education

Challenges of a Digital Marketer

Data Source Integration and Consolidation• “Don’t have any data

to start with”

• “Data is all over in silos”

• “I have some data. But its confidential.”

Data Segmentation• “Do I have the right

attributes to define my target segment?“

• “Not sure whom to target now.”

• “I know whom to target, but it’s not clear what offer to extend.”

Communication Strategy• “Overlapping

campaigns, conflicting messages, duplicated resources“

• “Have too many touchpoints and channels to manage“

• “Not sure which channel(s) to focus on first.“


Automation Enablement• “Resource

intensive. One for each channel.”

• “Retargeting is getting more complex with multiple touchpoints”

Campaign Management• How do I make use of

contextualization?

• “In any case, I don’t know which customer actually did the purchase.”

Reporting & Analytics• “Don’t get what I did

right or wrong on this campaign – to improve performance next time”

• “Is he my loyal, frequent, infrequent audience - based on interactions across all touch points, not just this campaign?”

Our Solution at every checkpoint

(DATA EXCHANGE)

Data Source Integration and Consolidation

• Data analysis –Structured and Unstructured

• Integration of marketing data stores /tools /systems

(RECIPIENTS AND LIST SEGMENTATION)

Data Segmentation• Hypothesis definition

and testing

• Segment and attribute definition – For Profile Augmentation and Conversions

(SEGMENTATION, MULTI-DIMENSIONAL RECIPES)

Communication Strategy• Audience Journey Mapping

• Digital Channel Framework Definition

• Content Strategy & Campaigns Cadence


(CAMPAIGN AUTOMATION & ALGORITHMS)

Automation Enablement

• Omnichannel campaign setup

• Automated OmnichannelRetargeting

(CAMPAIGN MANAGEMENT)Campaign Management• Omnichannel Campaign

Execution – Profile Augmentation, Conversions

• Individualized messaging construction

(ADVANCED REPORTING)

Reporting & Analytics• Integrated, Real-Time

Campaign Reporting

• User Interaction Analysis

• Campaign Benchmarking

The Resulticks Way

5

Map Touchpoint

Evaluate Reach/Engage

Retarget Convert

Copyright © 2016 Resulticks.com

Cutting the right customer segments and segregating them into actionable recipient list

Impact of the campaign, based on goals set and desired recipient responses

Campaign mechanics based on the touchpoints and its execution

Identify and retarget recipients who did not respond with desired actions

Record completion of end campaign goal per individual recipient / respondent

Assessing and selecting the right touchpointsand interactions for campaigns

Azure mCloud

CRMSensors

Location

Call CentersSocial

Websites

Databases

ExtendedSystems

Mobile Apps

EmailIn-App

SMS

Web Notification

Social

QRWeb

Segmentation

Modelling

CampaignsRule Engine

Big Data

Reports

eShop

Resulticks mCloud

6Copyright © 2016 Resulticks.com

Resulticks Impact - From chaos to communication with top line results

• Independent communication strategies per channel

• Micro-reporting at campaign level

• Uncoordinated targeting

• Duplicate / redundant resources (technology and manpower)


EmailereDMS /

Newsletters

MOBILESMS

SOCIAL MEDIA

Facebook LinkedIn / Twitter / YouTube

OFFLINE

WEBWebsite / Analytics

E Commerce CRM

Before Resulticks

Resulticks Impact - From chaos to communication with top line results

• Unified communication strategy across channels

• Multi-layered campaign reporting, benchmarking and user analytics

• Structured targeting based on hypotheses and propensities

• Consolidated data and resources

OmnichanneleCommerce

Big Data Webinar


RDBMSAnalytics

CRM

After Resulticks

Covering the digital communication landscape


EARNED MEDIA

• Facebook• Twitter• Youtube

• LinkedIn• Pinterest• Google+

PAID MEDIA

• Video ads • Display ads• Social ads

• Affiliates• Print ads• SEM / PPC

OWNED MEDIA

• Website• Legacy

systems• Databases• Blog• Webinar

• Mobile Apps• Kiosk• Sensors• Beacons• POS

Data to leverage across these channels


— Sensor data

— Web /Apps log

— Profile data

— Demographic data

— Interaction data

— Transactions data

— Implicit data

captures

— System calculated

— Social sentiments

— Call center transcripts

— Blogs

— Images & Videos

— Documents

Semi-structureddata

Structureddata

Unstructureddata

How it can enable your business


Contextualized communications Targeting & retargeting based on analytics, individual insights

Consolidation & segmentation

RedefinedConsumer experience

11

Real time

Unstructured data

Structured data

Audience Profiling (1/2)


Passport ID(Defined by Resulticks)

Personas

List IDs

Propensity score

Data importCustomer ID(Defined by client)

Campaigns blast

Pre campaignRecommendation(Predictive analysis)

Post campaignInsights

(Prescriptive analysis)

Datamapping /grouping

Audience Profiling (2/2)


Campaign blast

User response Tracked using Smart Link

Industry benchmark

Client benchmark

Golden campaign

Propensity

- Individual / Surrogate propensity- List propensity- Channel propensity- Time propensity

Recommendation/ Insights

Pre campaign

Post campaign

During campaign

Modeling / Insights analysis

Reach Engage Convert

Campaign goal

What this can help you achieve


Targeting based on common personal

attributes

Personalization

Targeting based on a customer’s individual

attributes

Individualization

Targeting based on individual’s hethertounseen patterns and

derived attributes

X-Ray Vision

• Customer’s name

• Customer’s demographics

• Customer’s preferred

communications channel

• Interactivity in communication

• Reference to customer’s history and

current/anticipated needs

Progressive profiling for maximum ROI

MACRO SEGMENT

MICRO SEGMENT

NANO SEGMENT

NAMED INDIVIDUAL

KNOWN INDIVIDUAL

Transactions, Demographics

+ Behavior

+ Psychographics

+ Social

+ Emotions

Purchase, Consumption, Contact, Location, Gender info

Participation, Interactions, Affinity, Loyalty

Likes, dislikes, preferences, interests

Laddering, Network of Influence , ViralityQuotient

Tendencies, Inclinations, Propensities

FOCUS OF PROFILING DERIVED INSIGHTSTARGETS

Hierarchy of Audience Profiling

PERSONADEFINITION

Inte

ract

ion

Mot

ivat

ion

Activ

atio

n


Why Resulticks – The real differentiators


‘Smart’ lists | Personalized individual

‘Smart Link’ | Benchmarking | User

Analytics

New Generation Marketing Automation

Consolidated customer info hub built and

powered by Big Data and a library of API’s –owned, paid, third party

and earned data

Data Backbone

SaaS offering with scalable architecture on

the Cloud

Service Infrastructure

Built from the ground up using modern scalable technology | Integrated marketing automation

all in one single platform

Foundation

Resulticks 3.0

Resulticks Big Data Repository and Analytics

Digital Strategy and Smart Engagement Services

Across Business Models, Geographies, and Industries

Industry and InternalBenchmarking

Advanced Analysis and Reporting

Seamless OmnichannelEngagement

Dynamic Campaign Creation

User 360°

InsightsAdvanced Audience Segmentation and

Targeting

Next Generation Marketing Automation. Realized


OMNI-CHANNEL RULES ENGINE


The big picture


Proprietary tech enablers

AUDIENCE DATA(structured / unstructured)

Big Data analytics & data augmentation

OMNICHANNELS

OUTBOUND marketing

• Campaign reporting and analysis• Augmented customer data

CLIE

NT

AUDIEN

CE

Seamless omnichannel experience with measurable direct contribution to revenue

Advanced audiencesegmentation & targeting

Industry & internal benchmarks

User 360°

Insights

APIs / Connectors

MACHINE LEARNING & MODELLINGSMART LINK TECHNOLOGY

INBOUND marketing

Dynamic omnichannelcampaign management

Customer profile and contact data

Transaction data (Systems / Online)

Social media data engagement /ad data

Audiencecommunication / Interaction history

• Customer propensity data (channel/ time/ communication)

• Rich customer data

• Location-based data• Offline to online data

The Smart Link

Track user action at individual

level

Coupons

Passport

ID

Campaign ID

Campaign

iteration

Landing

page

Website

Apps

Apps

marketplace

Social media

property

Email

SMS

Social

media

QR code

Paid media

Push

Web

Mobile

Device & OS

Communication

channel

Conversion point

Campaign

Offers

Attribution

to sales

Response

History

Campaign

Type

Interest

Conversion

patterns

Browsing

History

Channel

Propensity

Digital

Contact

Map

Device

Browser

Print

KiosksLocations

Brand

Interactions


A universal, ready-to-embed individualized, deferred deep linkthat can be used across owned, earned and paid media assets, to track user

actions and responses during and post communication campaigns.

ACTION


INBOUNDAudience initiated communicatIons through inbound channels• Call centres

• Website enquiry

• Digital kiosks / POS

• CRM / Loylaty system entry

• Social channels

OUTBOUNDAudience response to communications from outbound channels• SMS

• Push / In-app notifications

• Email

• Paid media

• Call centres

Omnichannel Rules Engine

A decision engine governing the type, frequency and response related to communications with individual members of the audiences.

CONDITIONSDetermine rule to execute based on,

• Individual / audience type

• Communication frequency –campaign, lifetime caps

• Configured business conditions

• Calculated propensities

• Rule prioritization

COMMUNICATIONInitiate communication across channels mapped to rule identified,

• Dynamic list extraction

• Dynamic content preparation

• Multi-wave recipes / automation

• Automated data synchronization

EVENTS(From sources) RULES

Platform deployment options


Client sources & system

Client sources & system

• Campaign and clientdata on Cloud

• Remote connectivity / SFTP / ODBC for client data access

• Campaign initiation and management on Cloud

• Campaign data on Cloud

• Client data on premise

• Web services for client data access and synced responses

• Campaign initiation and management on Cloud

• Cost effective solution with multi-tenanted model

• Efficient utility based scaling

• Reliable performance

• Regulatory compliance on PII data

• On-premise data consolidation

• Real-time synchronization of omnichannel rule engine

FULLY CLOUD

HYBRID

FRAMEWORK HIGHLIGHTS

Technology Summary

FrontendBootstrap framework with

Kendo UI components

Middleware Microsoft technology stack

.NET framework 4.5x

BackendSQL / NoSQL Hadoop ecosystem

(HortonWorks 2.3 & Solar 5.4x)

Regional data centers with Microsoft Azure


Geo-fenceddata governance

Enterprise friendly


RDBMS

CRMeCommerce

Analytics

Bigdata Webinar

Omnichannel

Primary Channel

SocialORM

Integrated data sources virtually from anywhereAudience Information HubLeverage API’s available to consolidate data from a multitude of legacy, third party and social systems to begin connecting with your audience

Campaign setup canvas


Dynamic Campaign CreationPlan multi-dimensional campaigns across channels on the basis of channel propensity, contentmessaging and response

User Analytics Report


26

User Analytics Report – User interaction timeline

User 360° InsightsGet a glimpse of the timeline of communications with your audience; relevant data insights on your entire audience base for strategy and targeting.


User Analytics Report – Social connections

27

User 360° InsightsGet a glimpse of the timeline of communications with your audience; relevant data insights on your entire audience base for strategy and targeting.


Trend Analysis

28

Campaign Summary ReportThe complete story in relevant, actionable terms; Insights across multiple benchmarks.


Campaign Benchmark Analysis

29

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Campaign Summary ReportThe complete story in relevant, actionable terms; Insights across multiple benchmarks.


Campaign Benchmark Analysis

30

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mpa

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Platform architecture overview


Analytics & eCommerce CRM ODBC Webinar

Encr

yptio

nAu

then

ticat

ion

VPN PRESENTATION LAYER

Business workflow, Component, EntitiesBUSINESS LAYER

WCF, RESTFUL API, SOAPSERVICE LAYER

HTTP, SMTP, FTP, SMPP...COMMUNICATIONS

Data access component, helper & service agentsDATA LAYER

Base

tech

nolo

gies

: XM

L, J

SON

Exte

rnal

dat

a se

rvic

es

Face

book

, Tw

itter

, OR

M,

Web

ana

lytic

s

Back

end

jobs

SQL databases

B I G D A T A

BATCH PROCESSING NO SQL DATA EXTRACT

INDEXM

anag

emen

t Ops

-AM

BAR

I

Secu

rity

-KER

BERO

S

JOBS

-O

OZI

ECLUSTER RESOURCE MANAGEMENT

STORAGE QR code

Analytics

Social

media

SMS

Email

End user

Admin/Campaign planner/

Report user

APIIntegration

Internet

Social

Cam

paig

n

DashboardHTML Web UI & .NET controls

HIVE TEZ / MAPREDUCE HBASE HSEARCH

YARN

HDFS

CLIENTS WE HAVE HELPED


Delivering top line revenue for brands


The Challenge

The Resulticks Impact

571M Records consolidated from disparate data sources

27 hypotheses tested based on information in customer data mart

15+ new customer segments emerged in smartphone category

USD 39.7*Revenue contribution

33

Global Consumer Electronics Brand Global Beauty Brand

The Challenge

The Resulticks Impact

SMART URL generation to track audience journey from media buy all the way to conversion on travel

retail portals

20%Incremental online sales**

Powering eCommerce communications across

retailer sites10 languages6

products3500 brands8

* Across period of 22 months** Over and above traditional / offline sales

A leading smartphone brand’s journey to acheive greater conversions Digitization of travel retail segment of a beauty brand

Quotable quotes


“A futuristic platform for marketing.”The platform has been built with marketing communications in mind. All features, workflows and process on the platform reflect this positioning, making it easier to use from that perspective.

~Mani Subramanian, Head of Innovation, HP Enterprise / CSC

“Impressive contribution to top line.”

Our aggressive drive with Resulticks has already begun to reap impressive rewards, almost doubling the win-back rates and upgrades among our mobile customers.

~ Aditya, Program Manager, Samsung , Mobile Business

“Maximizing value.”We are realigning our collection, retention and loyalty processes, reducing customer drop-outs and improving brand stickiness.~ Wing K Lee, CEO, YTL Communications

“Definitely the right direction.”There is no question on this platform. There is also no question that brands adopting this platform in totality will see enormous transformation in the way they do marketing.~ Datttareya Gupta, Director, Digital Consumer Marketing, Estee Lauder

“Excellent platform.”This is really interesting. Especially the differentiation on ROI tracking. It’s also easy to use and adopt across our user base.~ Vihang Shah, CIO, Electrolux

Know more about usPut the power of new generation marketing automation to work for you immediately.

Request a workshop


http://www.resulticks.com/platform/request-a-demo/

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THANK YOU
