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Symphony Analytics Marketing: On-Demand


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Today's consumer has a short attention span and the retailer must be ready at all times to respond to an indication of interest with the right information within 3 seconds.

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Symphony Analytics Marketing: On-Demand

  1. 1. ANALYTICS – SOLUTIONS You have 3 seconds to inspire a consumer MARKETING: ON-DEMAND
  2. 2. ANALYTICS – SOLUTIONS Cindy is a “Best Fashion Friend (BFF)” member at Charlotte Russe. She is at a mall and checks-in by tapping a station at the entrance of the store Her NFC Mobile Interactive app is linked to her shopper’s card and by tapping her phone to each apparel she can – pin it to her pinterest, check coupon availability Knowing exactly what her shopping preferences are, she is asked to share a fashion tip This popular tip generates more than 200 “likes”. Cindy is rewarded with a “Buy One, Get One” coupon. As she taps through various shelf spaces to check availability of coupons for those products, retailers get insights on which “purchase path” is she on. Advances in technology are encouraging businesses to take their efforts on customer experiences even further. With better website designs, consumer location and preference tracking, and search capabilities by voice, image and body gestures, businesses are discovering new opportunities that will increase their interactions and, therefore, generate more sales with their customers. The new interactive age has brought on a vast increase in consumer power that is leading marketing towards being not just “on” but “on-demand”. Consumers are judging businesses by their ability to deliver interactive experiences which will be easy to access, greatly customized to their tastes and preferences and available almost anywhere and at any time. Social media encourages sharing, comparing and rating of customer experiences with specific company brands while mobile and connected devices have enabled the digital environment to be a “wherever” occurrence. What is most remarkable about this is that the advent of on-demand marketing is beginning to seem common, routine and generally accepted. Businesses have learned how to optimize search positioning for their products and services and have focused their publishing and social media monitoring activities, creating experiences they hope will be positive for their customers who in turn want to share them with others. Furthermore, they are making easy and automatic ways to post reviews that are favorable for their products. Take a look at the following example. Marketers are constantly striving to excel in the four quadrants of customer loyalty. On-demand marketing is giving a holistic approach to marketing by addressing each of those four quadrants. For businesses to be successful with on-demand marketing there are four essential areas that need to be carefully addressed. ESSENTIALS OF ON-DEMAND MARKETING OVERVIEW Customer Experience Customer Loyalty Acquire Retain Grow Engage
  3. 3. ANALYTICS – SOLUTIONS Cindy purchases a pair of shoes with the coupon and gets another pair for her BFF, as a gift for her birthday! Cindy makes the gift special by recording a “BFF” message video Kelly (Cindy’s BFF) opens the gift, taps her phone on the shoes and watches this birthday message from her best friend. This tap of a phone reminds Kelly that Charlotte Russe brought her even closer to her BFF. Charlotte Russe creates a heat map from all such customer videos using Big Data mining techniques and gains insight on sources of consumer inspiration Engaging and Interactive Technology: How familiar are you with printed electronics? Catering to the “right here, right now” expectation of your customer is urging brands to have such innovative and engaging technology to interact with them anytime and anywhere. Companies have been able to define and address customer interactions successfully across a few channels, but being able to truly meet all the needs of customers requires companies to use an omni-channel approach that reinforces the value of a brand to customers. This means that companies have to interact in the most meaningful way that can bring immediate buy-in from customers. Going to a bar and being able to tap a cell phone on a beer coaster embedded with NFC (Near Field Communication) tags and be able to get history of the beer brewer, find out the exclusive locations it is served in and to find others who have posted reviews on the beverage provides a “right here, right now” experience. Organized “unstructured” Data: Consumers will look to interact with your brand through a variety of channels – brand websites, social networks, mobile applications and in a variety of ways – share photos, post videos, read and write product reviews. Companies will need to look beyond the routine interfaces available today, capture these interactions in the form of structured and unstructured datasets. Okay, so you know we are talking about Big Data. But not many people realize that they will need best-in-class tools and, most importantly, the skillsets and expertise to manage these datasets. To take our use case scenario a little further on this point: Integrated Predictive Analytics: Responding to on-demand expectations requires real time decision making. Determining the tailored and targeted experiences precisely for certain customer interactions requires analyzing the organized “unstructured” data, coming up with a communication strategy and executing the strategy seamlessly – all in real time. Businesses’ integrate predictive models in their interactive systems – websites, point-of-sale, mobile applications – which “senses and responds” to user behavior. Seamless Usability: Today businesses have 3 seconds to connect with a customer. Thus all interactions – starting with the first touch point – have to be easy and simple. A tap-and-go approach used to make mobile payments or visual recognition technology used for scanning in health care information to simplify the check-in process at a pharmacy or doctor’s office are just a few ways businesses are trying to cater to this expectation. Carefully designed customer experience strategy, omni-channel methodology and a robust technology expertise are imperative to creating a seamless user experience.
  4. 4. ANALYTICS – SOLUTIONS ABOUT SYMPHONY TELECA Symphony Teleca Corporation, headquartered in Mountain View, Calif., is the world’s first services company dedicated exclusively to helping clients manage the global convergence of software, the cloud and connected devices. The company delivers innovative products combined with contemporary product development, systems integration, analytics and managed services to hundreds of organizations around the world. Symphony Teleca’s 6000+ employees support customers from 32 offices globally, including delivery centers in Asia, Australia, Europe and the Americas. For more information visit, © Symphony Teleca Corp. ANALYTICS_SL_2013_V1 OUR APPROACH At Symphony Analytics, we use cutting edge technology and integrated predictive analytics to help companies make relevant interaction with every customer every time. We look beyond the routine marketing function to inspire rich data-driven customer experiences and drive decisions that distinguish their brands. ABOUT SYMPHONY ANALYTICS Symphony Analytics ( is one of the largest analytics service providers and a pioneer in data sciences and modeling services, helping enterprises to integrate predictive analytics directly into key business processes. Our deep domain expertise in core verticals, including retail and consumer brands, financial services and healthcare, and our partnerships across the Big Data and Predictive Analytics eco-system brings best-in-class services and solutions to our clients and helps them solve their critical business problems. With our Big Data expertise, we help companies to constantly collect data for every interaction, analyze them and help make real time decisions. By creating meaningful experiences, we can also help companies to take that data and put it seamlessly together to form an integrated view of how their customers make their purchasing selections and decisions.