Multichannel Integration
Of all the commercial channels available to modern businesses, website sessions provide some of the richest visitor and customer intelligence data. In many businesses there is a great deal of expertise in effective usage of customer intelligence outside the e-commerce group. This capability has been successfully deployed in offline channels for some time, but not so frequently on web sites. The challenge is that to successfully personalize visitor or customer interactions online, the generation of personalized user experience needs to be responsive rather than prescriptive. A customer’s latest preferences are often their strongest and a critical indicator might be 10 milli-seconds old. Retail and contact centres face similar challenges but benefit from customer service personnel to respond interactively in real-time.
Maxymiser enables multichannel data to be leveraged in session, blending customer and visitor intelligence from any source to then making real-time decisioning a reality. We help marketers deliver content to achieve optimal ROI by responding to the strongest indicators across live visitors and customer sessions.
Maxymiser holds that data in its Inline Database, a web speed repository that enables visitor and customer intelligence to be executable as pages load. This data is then accessible for inbound and outbound integration with customer intelligence databases including data warehouses, CRM and marketing analytics.
Since web sessions are dynamic, and interest indicators are time sensitive, customer intelligence used in personalization needs to be gathered, processed and executed at session speed. Off-line decisioning such as propensity modeling can provide a powerful data stream to this process but it needs to be blended with live indicators so that personalization is automatic, responsive and dynamic.
Maxymiser enables a multichannel action and feedback loop while retaining the responsiveness required to personalize in-session. This executes dynamic personalization of the website for visitors and customers founded on statistically driven decisioning.
The benefits:
- Rich offline data can be executed dynamically
- Personalization can be achieved in-session
- Customer intelligence can be enriched with visitor level feedback
- Maxymiser integrates with any current web application architecture
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