Optimizing Digital Ad Spends

In order to measure ROI on Ad Spends(ROAS), it is important to track the entire journey of the ad visitor up to the point of purchase. This could happen either on their first visit or during subsequent visits. Measuring conversions, or measuring interest generated by a particular ad, is dependent on the interactions that happen post clicking the ad. By filtering out bot traffic, one can identify the right channel that drives visitors with intent. Continue reading →

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Explainable AI: Visualizing and Interpreting Machine Learning

Machine learning algorithms operate in a so-called black box — so the inputs and outputs are known, but how or why an algorithm makes the recommendation it does is not clear. Despite the AI media frenzy, companies and governments are concerned about the machine learning black box. The EU’s General Data Protection Regulation, which takes effect next year, includes a right to explanation clause, or an explanation of how a model made a decision.

The Explainable AI (XAI) program aims to create a suite of machine learning techniques that:

  • Produce more explainable models, while maintaining a high level of learning performance (prediction accuracy); and
  • Enable human users to understand, appropriately trust, and effectively manage the emerging generation of artificially intelligent partners.

New machine-learning systems will have the ability to explain their rationale, characterize their strengths and weaknesses, and convey an understanding of how they will behave in the future. The strategy for achieving that goal is to develop new or modified machine-learning techniques that will produce more explainable models.

Continue reading →

Conversational UI

Functional Bots for Business

A demo video showcasing Plumb5’s new conversational UI, where users can query to either generate ad-hoc reports or type commands to setup campaigns or other. The interface will allow users to chat or input a voice command to get reports, conduct campaigns, setup customer engagement, assign tasks, get approvals or perform other business tasks.

Continue reading →

Customer Engagement Using AI

It could be said that in the near future, customer engagement which encompasses product marketing, query handling, customer support can be handled by machines without much human intervention.

Customer Marketing, Sales, and Support, which is mostly built on communication, is always a dialogue between a particular customer and the brand. This human dialogue (interactions) is mostly about seeking information about your brand, or negotiations before purchase or after sales queries or issues, managed by support teams. Continue reading →

Plumb5 v6

A look into the V6 version of Plumb5 with built-in real-time decision models for state automation overlayed with NLP algorithms. It is capable of intelligent machine-driven automation by learning and firing next actions.

The highlight of this version is the NLP-driven data search, which enables users to get real-time metrics across any data combinations taking away the cost of time to create custom reports and to manage this pipeline.

Contact us to try a proof of concept over your existing data.

Evolution of Data Model in Plumb5

evol

 

From generating real-time insights from data inputs from a couple of touch-points to automating business processes over holistic business data, the Plumb5 data model has come a long way. What started as a customer-as-the primary-key design for data collected from marketing touch-points is now scaled to incorporate every data parameter of the business, with customer key still in the center.

The data model design now lends itself to real-time learning over unified 1:1 customer data, which allows the machine to automate next steps in a business process using synthesized intelligence.

Reference links to understand real-time AI capabilities of the platform

  1. Real-time Pattern Detection 
  2. Real-time Recommendations
  3. Real-time Recommendations using NLP
  4. How Autosegmentation work?
  5. How Behavior Scoring works?
  6. Automation routines

 

Evaluating the right AI Platform for your business

As businesses are increasingly laying their focus on artificial intelligence solutions, it might be important to understand what goes into implementing these solutions.

Most business product and solutions have now taken to the tone of customer satisfaction, making every solution look the same. It’s only a matter of time, that they will all offer or at least speak about artificial intelligence. I would assume, it would become increasingly difficult for the businesses to understand the truth behind these systems. Continue reading →

Understanding Logical Data Model in Plumb5

An EDM (Enterprise Data Model) is the starting point for all data system designs. It falls in the realm of information architecture. The model can be compared with an architectural blueprint is to a building; it draws up visualization, as well act as a framework supporting planning, building and implementation of data systems. This helps in planning your data integration and takes away the data silos. With this, the unified data present the “single version of the truth” for the advantage of all. It minimizes data redundancy, disparity, and errors; core to data quality, consistency, and accuracy.

Continue reading →

Evaluating a Cloud Analytics Platform?

Businesses are looking to scale beyond descriptive and predictive analytics apps by finding analytics platforms capable of propelling to the upper levels of the Intelligence Maturity Model.

According to SelectHub’s Selecting the Best Cloud Analytics Platform, Majority of companies today are locked in the lower layers of the Intelligent Cloud Maturity Model. Using analytics apps that only deliver descriptive analytics is like trying to drive forward by staring in the rearview mirror.Enterprises need to push analytics platform providers to develop and launch machine learning, advanced prescriptive and cognitive analytics. When this happens, companies will be able to see how the timing of a decision during a given financial period makes a major difference in outcomes.Best of all, there will less guessing and more knowing about why a given strategy or business model is succeeding or not.

maturity
Plumb5 Platform allows businesses to implement a solution that can elevate them to a much intelligent environment to manage their customers and bring a substantial difference in their outcomes. Continue reading →

Customer State Machine

With customers using multiple touch-points, it is very important to engage them at every touch-point with relevance and context. In order to do that to every single customer, you have to resort to machine driven intelligent automation, which can learn and compute from past and present behavior in order to create true context and relevance in every customer’s experience.

So a state machine automation that can understand the state of the customer (by computing customer stages, behavior and interactions) can look at a rule book to perform the next action (personalized message) and collect responses to update the behavior. Using the concept of customer strings, this loop automation constantly updates the string in real-time. The string which is consumed by touch-points, have access to real-time insights of every single customer

Using these concepts, Plumb5 Platform allows business to configure engagement automation and create an instant personalized experience for their customers. The below deck features slides with deeper insights about the approach

Continue reading →

Business Operating System w/ Customer State Machine

Having a strong, integrated Business Organisation System (BOS) can determine the success of a company as it begins to grow. A robust BOS – a standardized set of processes followed across all business functions – helps a company successfully scale its operations. The best example of this is the success of the franchise model that has worked wonders for businesses like McDonalds, KFC, etc. Building a sound BOS into the fabric of the company itself will help build a strong brand and enable it to transcend the capabilities of individual managers.

Business Organisation Systems used to be determined by factors like industry best practices, regulatory requirements, and legislations. Now, with technology radically altering workplaces and the way businesses function, BOS is determined by advancements in technology and communication systems. In today’s technology-driven workplace, software platforms are central to developing a standardized BOS to streamline work processes and build a solid operating workflow.

Continue reading →

In-App Chat for customer engagement in real-time

Chatting with your app users is the most effective way to engage app users. Chatting with your customers help build meaningful relationship and enables deeper engagement and conversions leading to increased sales. It is important to personalize and recommend based on the needs of individual customer

Be it a retail app or a food ordering app or a taxi booking app, there are finer instances of customer experience, where they are either looking for a shirt with a specific collar or food that needs less salt or requesting a custom taxi package. These queries need human interaction and can be best addressed with a real-time chat.

To make app engagement more effective, app developers can enable chat on their mobile applications, without going through a new feature development cycle.

In-App Customer Chat

 

Continue reading →

Sourec: http://i.huffpost.com/

Customer Engagement on Mobile Apps

Customer engagement has become such a priority that many businesses have agreed that it will be their primary driver of growth and productivity. This means that customer facing teams will be working closer than ever to find new and innovative ways to engage with customers across multiple touch points.

Today, customers demand more efficient and user-friendly experiences throughout the whole customer life cycle. Mobile apps give business many opportunities to improve the customer experience and to engage with customers. At the forefront of improving customer experience is context based user personalization

Plumb5 Platform allows marketers to track and engage customers on mobile apps and integrate interaction data to the unified stack, so that you can get full view of the customer which helps in strategizing the next actions and goals on your mobile app. Using the platform, marketers can engage their customers with personalized messages or through in-app chat Continue reading →

AI driven business automation

Driving Business Automation using artificial intelligence

The Plumb5 V6 Platform will allow businesses to automate customer-centric business processes with its supervised AI enabled decision systems

The Plumb5 V6 Platform will feature intelligent automation in two important areas; (a) Customer Engagement, (b) Digital Assistants

In the area of Customer Engagement, Plumb5 will provide learning and intelligence in the areas of Dynamic UI Personalization, Behavioral Learning based Engagement Automation, Recommendations and Targeting based on emotional behavior for video enabled sessions

The Digital Assistants can be used to answer customer queries on digital touch-points (website/mobile app) or on the phone (call center). Digital Assistants can be used internally by organizations to generate reports on the fly or predict scenarios.

Continue reading →

Customer-brand connection makes good business sense

Engaging customers with brands is an effective way of understanding their purchasing behavior. It also helps delve deep into their nature and get an insight into their idiosyncrasies, when it comes to making a choice about a particular product or service in the market. Incidentally, it is also an exercise that can be as tough a nut to crack as it gets.

Customer engagement

Understanding human mind has never been easy. Often the manner in which a customer engages at a given point of time may not be the true reflection of his or her inner self. It is also not rare that a customer appears to be reluctant to engage but turns out to be a genuine buyer, subsequently.

Marketing ploy

Marketers, therefore, find customers’ brand engagement such an important marketing ploy for analyzing their behavior. This helps them work out a long term outlook for products and services from the perspective of customers’ satisfaction and their purchasing frequency. Continue reading →

Put Your Stationery Ecommerce on the Move

Stationery items once were limited to schools and colleges for the purpose of reading and writing. From pencils, erasers and notebooks, stationery items have moved on to notepads, designer and customized notebook covers and pencil boxes, stick-on notes, staplers, pins, pens, ink-pots, rulers, and the list goes on.

To some, stationery items are foundation of learning, and for others they are source of pouring thoughts out, to jot down ideas or an add-on to their memory power; with time, the functionality of simplest and smallest things have developed dimensions of purpose and popularity.

Continue reading →

Beacon Marketing is good

Beacon Marketing

With the rise of the mobile-empowered consumer, innovative marketers are using beacons to create more compelling, personalized customer experiences at the store and department level. Every in-store mobile experience that is delivered to a shopper must be relevant to the interests and behaviors of that shopper, and must provide clear value to the consumer

Continue reading →

Performance Dashboards

Using Plumb5 data discovery and decision tool, we can build performance metrics by integrating data from external sources. Using the tool, businesses can create custom dashboard to monitor their overall performance based on the needs. To illustrate the utility, we have created a  HTML mock, which gives a quick overview of performance related to Customers, Products, Conversions, Spends and Revenue.

Click here to view the HTML Mock. 

Performance Dashboards

 

MDMA for Marketers: Understanding the Bots

MDMA stands for Machine-driven-marketing-automation. With MDMA, Marketers can take process optimization to the next level and achieve far greater results by focusing  only on strategies and communication.

Plumb5’s AutomationBots are designed to carry out 70% of the marketing tasks, assisting marketers to lean-back and work on strategies that provide best results

Understanding the Bots

The Automation bots are a set of bot functions where each bot performs a specific function in sync with the other, based on rules or learning,  to pursue a specific goal path. The bots can be customized to work on a specific conversion path

Machine Driven Marketing

Continue reading →

Unified tracking across customer touch-points

To achieve real-time delivery of customer insights, marketers need to adapt tracking touch-point interactions using unified scripts. Unified scripts helps in maintaining single trackers which runs on all possible touch-points so as to keep a single stack of all customer actions irrespective of the touch-point

Why Unified Tracking is important?

To improve efficiency of your campaigns, you have to seriously work on getting real deep insights of the customer. The best way to collect information about your customer, is to listen to your customer at all touch-points. That’s the closest you can get to your customer.

Touch-point data expose us to user’s behavior covering  interactions, responses, sentiment, and transactions

Continue reading →

SMAC Stack vs Unified Stack

Businesses are looking at implementing SMAC solutions in order to transform their digital business. If the objective was to get more insights into the business so that you can optimize customer centric processes and spends, then SMAC solves only a part of it. The Unified stack is much more agile and solves most customer centric problems, as the fundamentals of the unified architecture is to align and store data by individual customers

Unified Stack Architecture will help marketers align with 1:1 communication with every customer, which are the most targeted steps in conversion marketing. The stack also helps marketers understand and measure their marketing  spends accurately and enables real-time tracking of revenue and spends

But in the case of  SMAC Stack,  it picks data from different silos, and attempts to tag it based on available identifiers, and makes room for insight leaks and data redundancy, also due to its unstructured nature. But in the Unified Stack, data is tagged at the touch-points (client application) with necessary parameters.

The most important aspect of Unified Stack is that data tagging starts at the customer touch-point and extends across all other touch-points by maintaining a unified document for every customer, irrespective of the touch-point.

SMAC Stack vs Unified Stack

Continue reading →

Effective targeting can cut down customer acquisition costs

Customer Acquisition can be far more cost effective if marketers employ growth hacking techniques. Most of the growth hack techniques involve identifying and targeting prospective buyers, based on the info available on the free web and getting connected on an  one-to-one basis to share marketing messages.

Reverse combing is a variant of growth-hack technique to acquire customers effectively by way of effective targeting. This technique does not believe in high volume advertising but works on a fixed target, which is proportional to maximum delivery potential of the business.

Continue reading →

The Importance of Social in your Omnichannel Strategy

Social plays an important role in your omni-channel Strategy. Not only does it serve as a channel for periodic brand alerts ensuring brand recall, but can also be scaled to communicate and engage prospects and customers and convert these engagements to purchases. Facebook Notifications can be used to engage signed up users, which promises a high open rate for your messages

It would be important to understand your social users; whether they are just followers or prospects or even customers in order to push highly relevant messages that carries high probability of conversion. To create relevance in messages, it would be necessary that we look through their journey and behavior in other channels of that particular user.

Plumb5 Integrated Omnichannel platform allows marketers to understand which of their users (prospects and customers) are active socially and allows them to configure triggers to send personalized campaigns on social channels (facebook, twitter, and others). The responses of these campaigns are recorded and integrated back to the omni-channel journey. This gives the marketer a holistic picture in terms of the user behavior on social channels in comparison to other channels within the user journey and be able to attribute time and efforts spent to measure effectiveness.

The Dashboard on Plumb5 Social App gives the marketer a quick preview of the social cohorts. The Cohorts (User Groups) created within your lead management tool or your CRM is integrated with the social app to understand which of these users have a public social handle. Using the social handle, an invitation can be sent to the user to join the social app.

socialcoh

Social Monitoring: Effectiveness Report

Social Media: Effectiveness Report

Measuring the social effectiveness of the campaigns shared on social sites: The above report shows how Plumb5 fared across social sites and which channel paved the way for requests/lead generation. The report does not include metrics from paid campaigns and this is created to measure the effectiveness between paid and organic campaigns.

Plumb5 integrates with the web-services of the social sites, to aggregate analytics and reports the holistic view of your social effectiveness.

Multichannel Attribution with Probabilistic Model

Definition:
The purpose of marketing attribution is to quantify the influence each advertising impression has on a consumer’s decision to make a purchase decision, or convert.

Attribution
 is the process of identifying a set of user actions (“events”) that contribute in some manner to a desired outcome, and then assigning a value to each of these events. Marketing attribution provides a level of understanding of what combination of events influence individuals to engage in a desired behavior, typically referred to as a conversion.[Src: http://en.wikipedia.org/wiki/Attribution_(marketing)]

Attributing value to events such as clicks, allows marketers to optimize media spend for conversions and compare the value of different marketing channels, including paid and organic search, email, affiliate marketing, display ads, social media and more

Current Challenges

1. Since channels include Ad sources, organic search, mail and social sites, data identification is not consistent across all sources.
Continue reading →

Conversion Automation

Integrating Plumb5 to your store enables automation on your store. You can setup workflows to automate lead generation, lead conversion and retention campaigns, by using rules and scores. This enables constant communication with the audience on both web and email touch-points 

Lead Conversion Example

Illustrated above is an example of lead conversion workflow (first purchase), where automation is implied from the first communication using a qualified mailing list, till the stage where the goals are met. The automation can be configured to escalate after a set number of attempts to minimize drifting prospects

Lead Conversion Automation

View larger

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Sync SalesForce contacts with your Plumb5 account

Integrating Salesforce contacts

You can synchronize your SalesForce contacts by just configuring the API access and token. The contacts will be available in Plumb5 Contact base, where you can start engaging them through mail and onsite campaigns. Now, you have access to the contacts behavior and social preferences. You can segment your contacts based on behavior and run personalized campaigns to monitor responses.

Setting it up

Log in to your Plumb5 account and click on the manage account link to get to the configuration tab

Continue reading →

Visualizing Visitor Flows

Plumb5 visitor-flow report helps marketers, to visualize user-paths on their website or on their store,  with source and location filters. These reports provide insights on visitor depth and the contributing source or city. The interaction tabs help in analyzing the deviations at each interaction point.

You can even select a individual profile and check his flow based on historical data.

1. Visitor Flow by Source
Measure visitors flow to your website with source as the primary filter

Visitor Flow by Source

Continue reading →

Zoom into your mail marketing campaigns

Plumb5 Mail could be the most effective tool for a mail marketer as it packs email automation, scoring and insights into a single system. Here is a list of things that Plumb5 can seamlessly and efficiently optimize and add value to your current mail marketing efforts

The first advantage is that the inbuilt contact management system is the single source of all your business contacts. It can be a mailing list,  contacts gathered for lead generation campaigns,  sales prospect base, customers or your social group members. They can all be managed from a single place with access to unified insights

If Plumb5 analytics is enabled, all contacts will be tagged automatically to their sessions so that you can understand the behavior of this contact on your store or your website

Plumb5 integrates with Facebook Insights and Full Contact to populate contact information with social and demographic information, so that the marketer can understand more about the contact and his preferences

Continue reading →

How Intent States work in Plumb5?

Intent Scoring helps in understanding customer’s possible intent towards a product, which can be used in personalizing content or offers based on his intent state. The state can be identified by comparing different behavioral parameters.

These states help the automation engine to pick up relevant messaging and engage the customer automatically. Intent states are used between each stage of the customer lifecycle in order to understand user’s intent to move towards the next stage.

These intent states can be applied to any group created by you to understand customer’s or prospect’s intent within the group. You could quickly visualize your segments by their intent states and roll out a campaign based on their intent

 

The intent scale range is easily configurable. For experimenting marketers, the scoring module allows users to assign their own scores and come up with states using score-ranges.

However, for marketers with no exposure to scoring, they can use the inbuilt algorithm which clusters in real-time arriving at states by using ranges from different parameters.

Plumb5 Unified Customer Model allows the system to easily arrive at intent states for each customer. The algorithm would select each customer data and extract session-level data to get unique pages to total page ratio which is further compared to the recency weights to arrive at the final state.

To explain how the algorithm works, for each customer the algorithm creates a unique variable to understand visitor’s intent by computing total interactions over total sessions.

The resulting output is used to find the first level intent state. For example: If the resulting output is 2.1, then it would push the customer to state-medium based on the following table

If the variable is <2 – Assign State – Low
If the variable is >2 and < 3 – Assign State – Medium
If the variable is >3 – High
The algorithm holds this state and checks for unique interaction count. If the unique interaction count is lower than the desired threshold, there might be a change in the intended state.
If State is Medium and Unique Interaction Count is < 2, change state to Low
If State is High and Unique Interaction Count is < 2, change state to Low
If State is High and Unique Interaction Count is < 3, change state to Medium

These updated states are checked for Recency count. If the last interaction of the visitor has been more than 8 days, then there is a possibility that the states will be updated again.

If State is Medium and Recency Count is >8 then change state to Low
If State is High and Recency Count>8 and <14, then change state to Medium
If State is High and Recency Count>14, then change state to Low

With this, the final intent state is arrived and updated against the user.

Though the algorithm is currently configured for web and app behavior data, with the integration of data containing written feedback or voice data, we can gather the sentiment associated with the latest interaction and use that to change states as well to bring in more context to personalized campaigns.

The algorithm derives the range scale by using the min-max range of the given parameter. The min-max range is arrived by comparing against all user interaction counts. For example, for a particular user, Unique interaction count is 2 and for another user, the interaction count can be 155.  Using least count and highest count, it creates a range scale that is used in comparing individual interaction count for state derivation.

The states can be configured based on the requirements of the marketing team. The algorithm uses a standard three-stage logic (High-Medium-Low) to break the range scale to states. The states can be configured by just specifying the total states needed for your requirement and the algorithm automatically classifies the range scale into the specified state ranges.

This allows in computing intent states in real-time and allows marketers to automate targeting campaigns with higher effectiveness and greater customer satisfaction.

Everybody knows silos are bad for business

It is evident that 99% of businesses, irrespective of big or small, is bleeding heavily due to data silos. The current environment demands huge dollars to be spent in order to maintain data, which covers paying for redundant data and isolated data due to data sources that don’t provide a common unique parameter for unification. Data grows on a daily basis and there is no escape from the cost incurred on growing redundancies and data silos. This sub-optimal approach not only costs a lot of money but also create gaps in achieving the desired results.

Problems associated with data silos can be many. For example, if you are facing the problem of higher customer acquisition costs, you can see that this is due to (a) inaccurate attribution models leading to ineffective ad spends and (b) lack of customer engagement or irrelevant targeting. Both these problems are resultants of data available across many data sources and lack of unique tags to merge them. So, the analysis carried out over individual data-sets results in wrong analysis, which results in low effectiveness and wasted resources. Continue reading →

Investing in Customer Service Robots?

Planning a customer service robot for your business? We are sure that you would not want your robots to dispense generic information. You would want your robots to personalize and engage with customers, more like humans, understanding user’s preferences, past behavior, products to recommend and other factors. And your robots will need access to a single customer file that loads all relevant information in real-time.

If you already have a Plumb5 account, then you can get the single customer information(JSON) which can be integrated into the interfacing robot apps for Ginger, Pangolin or other. When the service robot engages with the customer, the entire transcript or menu navigation can be updated back to Plumb5 to ensure the latest customer interaction is updated for next set of insights

If you have invested in a customer service bot, you can contact us here and we can set up a call to walk you through the 4 step integration process

Accelerate your business with real-time insights

 

Plumb5 offers a full breadth measurement platform to measure end-to-end consumer insights helping businesses grow by making faster, smarter and better decisions.

Plumb5 allows marketers to measure engagement outcome of their customers —individually. With a new level of precision and auto-segmentation features, you can quickly identify and drive automated customer engagement, thereby increasing relevance and providing a better experience to each of your customers.

Plumb5 allows marketers to measure engagement outcome of their customers —individually. With a new level of precision and auto-segmentation features, you can quickly identify and drive automated customer engagement, thereby increasing relevance and providing a better experience to each of your customers.

End to end marketing requires consumer insights at all stages of the lifecycle. Insights at each stage allow the marketer to optimize their communication to achieve conversion goals. Plumb5 Customer Management presents the complete omnichannel journey starting from the time they have clicked through an ad for the first time to their current state of engagement. Plumb5 is designed to reach the consumer at the right time(real-time), at the right place (channel) with the right product experience (relevance in marketing), enhancing marketing effectiveness

Here is a list of consumer insights that are available for the marketer to will help marketers make quick, smart and better decisions

Engagement Optimization

Plumb5 Platform creates a unified view of a single customer so that marketers can visualize the complete journey of customer interactions across all channels. With this unification, the marketer has access to insights such as

  • Product related customer preferences covering product and category affinity, sentiment tags gathered from social comments or in surveys, purchase frequency and other tags like sub categories, objects, color preferences.
  • Channel Preferences would reveal the most active channel for communication along with time and day of the week to communicate
  • Demographic and Social Data would reveal the user’s public social handles, along with Name, Gender, Age, Marital status and other available demographic data.
  • Customer Omni-channel Journey would chart the entire journey of the user across all channels, sequenced by time. This reveals the present customer state and their engagement details at each stage and every channel.

 

  • Behavior Scoring allows marketers can set scores for interactions which will help them to automate engagements whenever the user achieves a new score.
  • Pattern Predictions allows the marketer to visualize the current state of the user and predict possible goal conversion paths, which helps marketers reach conversions in shortest possible paths
  • Using all the parameters or preferences of the user, the recommendation algorithm serves insights on what works best for that single user.
  • After these recommendations are fired, the responses from the user are recorded and updated to the stack, which remodels and presents the recommendation engine with new tags.

Using these tags, marketers can automate using these insights to propose the next best communication to a particular user and automate their conversion campaigns for higher efficiency and faster conversions

Advertising Optimization

The marketer can further look at insights on which advertisement generates deeper engagements and their influence over purchases. Marketers can use custom scripts or allow pre-tag customization to ensure ad response data is integrated to Plumb5, allowing them to measure customer journeys right from the time they responded to an advert.

Plumb5 Omni-channel Tag management allows the marketer to understand the flow from the advertising source sites and measure which of your media is paying off. Plumb5 Probabilistic Attribution Model attributes the customer journey to each of these ads to understand the influence and returns for that campaign spend.

Ad Measurement and Effectiveness Report shows insights on how many ad-clicks landed on the site/app, the depth of engagement created with these ads, leads generated through these ads as well as successful purchases directly or indirectly influenced by the ad.

Along with this measurement, you can get to setup an automation workflow to convert these first-time visitors or anonymous users coming from ad campaigns, to ensure the users visiting from these ads are engaged and moved up the conversion path. This ensures better ROI for the marketing spend and optimizes customer acquisition costs (CAC).

Content Optimization

To understand how your engagement content fares, you can ready insights on Plumb5 to understand which banners, templates or landing pages are working for you and allows you to test your content to understand effectiveness before you take it to the target audience.

Be it a web page or a mobile app or an email message or any other digital template, Plumb5 tags allow you to record responses and understand the effectiveness of the campaign over an individual consumer.

Metrics that you can quickly access would entail

  • Page and Event Tracking to understand the behavior of the user on websites, e-commerce sites or on landing pages
  • Event and Gesture Tracking allows marketers to understand app user’s behavior
  • Heat maps give an overall interaction hotspots on a particular page or an app screen
  • A/B and Multivariate Testing allows you to test content variations to understand what works best
  • Sentiment Analysis can be used to measure the tone and sentiment in customer responses
  • Chat bot Tracking allows you to track chat conversations of the customer with the bot and generate key insights of the conversation.

Purchase Optimization

Plumb5 integrates with offline and online transactions to draw a full picture of the customer journey all the way till the point of purchase. Using predictive algorithms, businesses can gather a whole lot of insights regarding behavior and experience of a customer, product placement, forecasts and  pricing strategy for each consumer based on unit economics

Some of the main insights that are covered that enhances purchase optimization

  • Customer Satisfaction
    Customer experience, both at and after purchase, is an important aspect of the brand’s promise to the customer. Plumb5 allows the marketer to extract insights from engagements and understand key metrics like; how satisfied are customers with products or services; do customers find a value for the money they pay?; does their behavior alert a shift to a competitors product?; how loyal are they to the brand, along with overall responsiveness towards the products or services.
  • Market Basket Analysis
    Plumb5 allows marketers to visualize segments pivoted around SKUs to understand the assortment of products that a particular segment is most likely to buy. You can tag these high weighted results to the personalization engine so that they can be recommended as part of your cross-sell campaigns.
  • Store Behavior
    With beacon implementation, the integrated insights can reveal a lot about a customer at the physical store. Customer walk-streams, Browsed racks, Merchandising insights and other customer interactions that can help you strategize to better customer experience and improve sales
  • Forecasting
    The integrated data allows for accurate predictions of various factors in a business. From predicting favorable parameters to launch a product to predicting the sales of a specific product during a specific season or to predicting sales and revenue from a particular zone or customer, the pattern detection algorithm can be employed to predict scenarios and also prescribe the shortest paths to manage over predictive outcomes.
  • Unit Economics:
    This helps the business manager to quickly check each customers profitability status for a given time and help in planning targeted communication and campaigns.The app was primarily designed to handle high volume personalization workflows where retention campaigns can be executed in real-time based on current value of the customer. Rules and conditions can be configured to execute campaigns for customers who fall in respective revenue clusters. The app also reports each customer’s performance metrics comprising of Frequency & Recency, Transactions, Risk,  Purchase cycle, Response Frequency, Cost of Retention, and Present Value