Smarter and Effective Data Infrastructure for Businesses

A smart data infrastructure which enables self-service model, not only solves cost overheads but also ensures effective and timely data dissemination paving way for quicker business growth.

IT HyperConvergence just around the corner – Gartner

With Hyperconvergence happening in the Systems area, Silos will be completely eliminated.Secondly, “One throat to Choke” will be approach taken by all IT infra teams as it is easy to manage security with an converged IT,….in the near future,we are going to see 100s of end points, that does not mean 100s of systems & operations. This is leading to a growing demand in Integrated Systems. Hyperconverged operational & BI systems is the way forward

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Real-time Information Processing

Unified intelligence platform for business delivering real-time customer engagement, real-time operational intelligence and business predictions using inbuilt supervised learning techniques.

Plumb5’s data model is designed to learn and serve decisions across any touchpoint, irrespective of customers or business users. The platform allows the users to configure and supervise information processing workflows by managing weights and rules.

The platform will allow you to plug/sync data acquisition sources like CRM, ERP and other. Using the rules of the data model, the platform organizes the incoming data in real-time and using models, it will serialize and score to auto-classify states in real-time, where states act as the signals to initiate next-action triggers.

Past data or legacy data is subjected to a similar routine to organize the data as per the data model. Scoring algorithms run over this data to produce an aggregated score. When new related data is acquired, it stacks up for computation between the new data and the past aggregated score, arriving at the new aggregated score, which might lead them to a new state, based on the score range.

The automation engine works based on a set of rules configured by relevant users. For example. A marketing user might configure a drip cross-channel marketing campaign whenever their customer reaches a specific state (segment) or the operational user can set up a workflow for approvals whenever the product status or value reaches a particular state.

The platform uses the inbuilt 1:1 data model to deliver messages across any channel either by using proprietary scripts and SDKs for web, desktop or mobile applications and connectors for third-party service providers for Email/SMS/Click to Call services.

The platform comes with in-built models for real-time propensity scoring for behavioral insights, probabilistic attribution model for weight distribution and real-time association rule for recommendations. Data sequencing based on time inputs allows real-time extraction of patterns and allows possible path predictions to arrive at next best actions.

Evolution of Data Model in Plumb5



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


Streamline customer data for better marketing results

Streamlining customer data can not only yield great results but also reveal the returns to your marketing investments. Today, marketers are working on siloed systems which account to data disconnectivity and improper measurement.

In the current state of affairs, marketing activities conducted could be highlighted as traffic/visitor generation, where marketers spend hordes of money advertising on social sites, search sites, and affiliate sites. Traditional marketers use TV ads or print ads to create awareness about their products. As online advertising are measured, you can get a fair view on how these investments performed. But the truth is that these investments only yield when customers who see the ad also make a purchase. Continue reading →

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.

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Plumb5 + Office365

PLumb5 and Office 365


Businesses using Office 365 can now bring in rich insights about their contacts (customers or prospects) by using Plumb5 connectors.

Both small and large businesses utilize Office 365 cloud platform to access applications (Office 2016), email and calendars, online meetings, file sharing, work management and other, to drive productivity through collaboration. Business users who collaborate with peers to manage customers/accounts, work with limited insights about their customers, restricted to explicit data which is manually fed by the users.

Plumb5 connectors allow businesses to synchronize data and avail deep customer insights like behavior, sentiment and engagement responses, allowing users to improve on strategies and communication effectiveness. The two-way synchronization helps in unify data like emails sent through outlook and messages or email campaigns sent through Plumb5.


Users can now track and understand the responses of their contacts in real-time, which can help in strategizing subsequent targeted communication.

Under work management, users can sync calendars on Office365 so that whenever a follow-up meeting is assigned in Plumb5, it automatically shows up in Office Calendar.

Whenever a contact is captured on Plumb5, the sync feature updates the contact list on Office. In the same fashion, contacts captured on Office 365 can be updated in the Plumb5 list to tag behavior and interaction data. The user can also sync tasks to update the task list in Office whenever a new prospect or contact is assigned on Plumb5.

By integrating real-time behavior insights, Office365 users can now increase productivity by implementing data-driven communication strategies and measuring its effectiveness.


Real-time Pattern Detection in Customer Behavior

Delivering personalized messages to users is a daunting task as it involves two intricate processes:

  • Extraction of behavior patterns out of vast amounts of unstructured customer interaction data, across all channels.
  • Generating patterns across multiple events to predict possible next action of your customer.

To complicate matters, delivering personalized messages when the user is active at any of the touch-points requires you to drive these predictions in real-time. Only then can you deliver messages that have relevance and create the right experience.

To achieve this goal, it is important to set up a system that is capable of detecting patterns and predicting options in real-time, in order to implement a highly effective personalization mechanism for your business.

How does it work?

For a machine to personalize and drive the user to the desired goal path, it would need to match and deduce the next best event and target message that will drive him to the goal path. This computation needs to be done in real-time in order to personalize instantly when the user is active.

This real-time computation would require (a) appending current session behavior pattern to past behavioral pattern of the current user and (b) the deviation of the current user path to the most optimal goal paths in relation to a specific product.

With these parameters, the algorithm calculates the differential to arrive at the next closest pattern leading to the goal. As the user interacts, the algorithm appends the new action and re-adjusts to output the closest probable.


In the example diagram above, the pattern of user interactions is mapped from the initial event to the desired goal path. After analyzing user’s interaction flow for a single product, we arrive at the most effective conversion pattern. To fine-tune our chances, we also generate another effective conversion pattern by just using user interaction patterns, belonging to the segment of the browsing user.

The area analyzed shows the effective probable purchase zone for the given product, which is used to map the relation with the current browsing pattern of the user. Now whenever the user’s pattern is constructed in real-time, the algorithm for matching patterns can quickly locate area coordinates and return the nearest event node to deduce possible pattern extensions.

If there are more than one probable, the automation queues up the probable next events for follow-up targeting, based on the results of the targeted message. The marketer can configure multivariate tests to ensure that the right options are learned and exercised in real-time increasing effectiveness of personalization campaigns.

This automation can drive every user to the desired goal path and can be configured to perform across various stages of the customer lifecycle. This will help businesses to bring back drifting prospects or reduce customer churn with negligible attrition.

To enable effective personalization for your business across all customer touch-points, do get in touch with the Plumb5 Analytics Team.



Agile Enterprises Need True Single Customer View

Businesses have implemented many point solutions to run their processes efficiently. However, these point solutions store data in silos, creating an unstructured environment which actually hinders effectiveness due to inaccuracy and speed

Inside this unstructured data environment, you will see point systems to manage their customer data, customer marketing and engagement (Marketing Automation platforms spanning email management, social campaigns, live chat, mobile engagement, loyalty tools and other), Commerce Systems (Point-of-Sale systems, E-commerce platforms), along with Intranet systems (Employee Collaboration, Document Management, Enterprise Content, Process Workflows), Supply Chain Management (For product lifecycle management), Enterprise Resource Planning and Financial Systems (Invoicing, Billing, Accounting)

Today you will see that some of these point systems have been consolidated to become platforms with feature aggregation. This solves data isolation to an extent but still does not draw a holistic view. Marketing Automation, Behavior Analytics and CRM are still offered as three different systems. With this, the challenge of unifying web behavior data with CRM or marketing automation data is not picture perfect. Marketing Automation platform has evolved to bring together Web/Email/Social marketing features but that would not be enough to understand the complete behavior of a single customer.

Without bringing data together, businesses cannot successfully implement effective data analytics, which is an integral part for process optimization to make accurate decisions. Department data stored in silos with no relationship with the other makes it extremely hard to drive business intelligence, and intelligence driven over siloed data can be very inaccurate.



Today, due to inaccurate decision making, the business users get wrong insights.Some of these insights are translated to customer strategies, which puts customer engagement processes to risk. With customers constantly looking out for quick answers to their queries, intelligence cannot be latent and irrelevant. Real-time intelligence which can translate to customer strategies with less human intervention is the need of the hour.

Be it a personalized customer communication; or insights on how much discounts can be offered to a particular customer based on current NPV, accuracy in intelligence is a must to improve effectiveness.

Accuracy problem can be solved using the unified architecture which clearly builds data relationship between every data attribute gathered by all kinds of business applications. Coupling this with a data-aware system can solve the problem of data disorganization, latency, and redundancy. With the unified structure, you can organize your data between customer and non-customer fields and quickly extract customer data from the rest of the business data.dataaw


The deck below illustrates the gaps in the traditional solutions proposed to achieve single customer view and also elaborates on how a unified system can bridge these gaps and solve data problems for good.