knowesis sift
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About SiftWith Knowesis Sift Communications
Service Providers (CSPs) can continuously
monitor the contextual state of all
individual subscribers. This contextual
awareness enables personalised and
context aware real time marketing
and communication, thus improving
the customers’ experience, increasing
revenue and reducing churn.
Imagine being able to communicate with your customers both at the right time and with the most appropriate message or offer.
Having a rich contextual understanding of each subscriber provides a telling picture
about what they are likely to be interested in and when. The richer the context the
more personalised and relevant your marketing content can be, which will make
your customers happier and your marketing more effective.
Knowesis provides the telecommunications
industry‘s leading real time contextual awareness
platform that delivers an unparalleled level of
customer personalization. Knowesis Sift provides
a real time big data solution that enables CSPs
to analyse, make available and act on statistically
relevant insights across all possible data sets.
AT ITS CORE
Offer Timeliness
# R
esp
on
ses
Impact of Knowesis Sift
500%+Increase in customer
response rates with
Knowesis Sift
500%+
with without
** Source: Based on prior Industry Solutions Experience
The AdvantagesKnowesis Sift offers serveral advantages not found in any
other Telco Big Data Solutions, all of which can make your
organisation more profitable.
TOP 5 ADVANTAGES OF USING KNOWESIS
1 2 3 4 5IMPROVED THE CUSTOMER EXPERIENCE AND INCREASED RESPONSE RATES
REDUCED TIME TO MARKET
REDUCED CHURN
NO RELIANCE ON A DATA WAREHOUSE
COST EFFECTIVE PROCESSING OF MASSIVE AMOUNTS OF DATA
Event driven marketing,
especially when offers
can be delivered at the
right time, results in
a happier customer
experience, improved
brand perception and
higher response rates
- typically five to ten
times better than batch
outbound marketing
approaches.
Sift’s extensive
behavioural event
library provides
marketers with an
accelerator to get
started with over
100 pre-defined
telecom specific event
conditions.
Behaviours that indicate
the probability of
churn are continuously
monitored in real
time and the churn
score adjusted.
Rather than waiting
days to react from
traditional analytical
approaches action can
be taken immediately
to proactively retain a
customer when their
churn score crosses a
defined limit.
With Sift data is
continuously ingested
from the raw data
sources with no
dependency on the data
warehouse. Marketers
need not spend time
requesting IT support to
get a list of customers
- all that is required is
to activate the relevant
event and Sift will then
trigger an event as soon
as each customer meets
the event condition.
Because the business
imperative requires
a real-time response/
action, Sift is
designed to handle
batch, continuous
or bursty streams
of data – millions of
events per second with
microsecond latency.
Realtime ProfileUnlike other systems Knowesis Sift gives
you a continuously updated profile of
your individual customers. Changes in the
profile are calculated in real time as soon
as data is made available to Sift.
When significantly relevant customer
experience or behaviour is detected it is
immediately made available for enterprise
business applications (or events can be
triggered for action). SPEND PROFILE
DEVICE PROFILE
LOCATION PROFILE ROAMING PROFILE
DATA PROFILE
SMS PROFILE
ACCOUNT PROFILE VOICE PROFILE
CONTINUOUS REAL TIME CUSTOMER PROFILING
EventsEvents give you the ability to take the human factor
out of your marketing and develop triggered actions
that support CSPs‘ growth and retention.
EXAMPLES OF EVENTS PROVIDED BY KNOWESIS SIFT
REAL TIME EVENTS TRENDING EVENTS
Low balancePoor quality of service Off-net minutes versus on-net minutes
Called or viewed website competition
Silent across one or many services
AND MANY
MORE
EVENTS
¹ Increase or decrease in usage in the last week compared with the long running weekly average
² Several week trend of decreasing top-up value or time between top-ups
³ Trend of increasing IDD usage to a particular country
Trend of increasing off-net minutes versus on-net minutes
Customer has been silent across one or many services over a period of time
Increase or decrease in usage¹
Top up value and time² IDD ussage to country³
5
5
4
Device change / upgrade First usage of a service Exceed a usage threshold
Location specific 4
The Detail
As time passes the value of certain insights rapidly diminishes. If we take the case of
location based campaigns, it is vital that an offer relevant to a particular location
be sent when your customer is still in the location. If your customer receives the
offer after they have left then customer dissatisfaction will arise.
Consider a second, churn-related example: a customer has failed to top up in their
usual pattern, and their balance is at an historical low. Sending an offer designed to
keep that customer on the network is imperative – but you will need to do it as soon
as the customer information is available – not a day later when the customer may
already have churned.
The ability to ingest, understand and take action in the shortest possible time is
therefore critical. —Knowesis Sift has been designed from the ground up to ingest,
understand and act on insights in real time in order to maximise the value of
contextual insight for you and your customers.
THE TIME EFFECT ON THE VALUE OF DATA
UNDERSTANDING REAL TIME CUSTOMER CONTEXT With Knowesis Sift, CSPs can continuously ingest data from almost any data
source, in real time or batch and process the data immediately to maintain a live
customer state (context) for each and every customer.
As the customer state changes opportunities to communicate with customers
in a relevant context are identified immediately by Sift. —Sift triggers the event
with the current supporting contextual information for that subscriber to the
appropriate business application, whether that is a campaign management system
(CMS), mobile advertising platform, CRM, fraud management or any other system
that could benefit from real time awareness of customer behavior.
Event Trigger Library: pre-defined events aligned to marketing strategies to help speed
time to market.
Event Configuration Wizard: additional events can easily be configured by business users
in a matter of minutes and added to the event trigger library.
Geo-Fencing / Location Based Targeting: integrated with Google Maps users can quickly
define a geo-fence around a location by drawing on the map and then defining the business
rules for how the location is to be used. Events can be triggered or customers profiled based
on movements in and out of the geo-fenced areas.
Telecom Industry Data Model: maps the raw data ingested into the relevant customer
profile indicators. The Sift data model for telecommunications ships with more than 1,700
unique indicators.
Live Visualization: each active event can be monitored with live graphs displaying how
many events are being triggered. Event conditions can be adjusted on the fly and the impact
of any change immediately seen.
Data Source Flexibility: Sift can continuously ingest and process almost any type of data
(structured or unstructured) and in real time or batch. Data can be consumed from any
source, any format and in any volume. The Sift Data Aggregation Layer provides an adaptor
framework to process data from various sources that may be of different formats (eg. CSV
ASCII, ASN.1, binary) and received using various protocols (eg. TCP/IP, Web Services, FTP).
Agnostic Business Application Integration: event triggers and the customer profile can be
relevant for many different enterprise business applications. Events can be sent to one or
multiple different enterprise applications. Similarly, multiple enterprise applications can
also make real time requests on Sift for the current customer context.
FEATURES KNOWESIS SIFT
Best practice marketing revolves around the understanding of the customer context. Knowesis Sift calculates and provides customer context for business applications such as CMS and CRM. Events are triggered when a statistically relevant contextual change occurs.
CONTEXT ENHANCED INBOUND MARKETINGWhen you use inbound marketing you are communicating on an individual basis
with your customers as they touch your channels such as website, IVR system, call
center agent, point of sales system or self-serve kiosks. An example of an inbound
web channel campaign running could be a campaign with the objective to upsell
fixed-price time-specific data plans (e.g. $5 for 100MB valid for 7 days) to prepaid
customers. Customers are presented with the offer when landing on the company
website.
While the offer in the example above is personalised for the individual landing on
the web page there is still a chance the offer presented can be out of context. If the
CONTEXT TO IMPROVE MARKETING
customer in our example had already subscribed to a data plan earlier in the day
then the offer would no longer be relevant.
Knowesis Sift solves this problem by providing the Inbound CMS with the current
customer context whenever an offer needs to be presented. Sift knows that the
customer already purchased a data plan today and the CMS can use that insight and
a different more relevant offer will be presented instead. Not only will Sift provide
the context in regard to the current products subscribed but a vast number of
other context variables such as current network experience scores, current usage
behavior, churn score and many more. —The result is better business results from
your Inbound Campaign System and happier customers.
CONTEXTUAL EVENT DRIVEN MARKETINGEvent driven marketing (EDM) is a discipline based upon the measurement of
relevant and identifiable changes in a customer‘s individual needs. Like inbound
marketing, event driven marketing is focused on personalised communication
with an individual and therefore provides much improved response rates when
compared with traditional outbound marketing.
EDM has been proven to deliver improved response rates in the range of 5 to 10
times and also improve the overall customer experience. It also helps by providing
further automation allowing the marketer to spend more time working on strategy
rather than execution.
Where inbound marketing is triggered by the customer interacting with an inbound
channel (e.g. your call center or web-site), EDM is triggered by the customer’s
ongoing behavior. The engagement with EDM being initiated when a statistically
relevant behavioral event occurs triggering a request for an offer or action.
With EDM there are two discreet functions:
1. The event detection and trigger
2. The offer / next best action decision
Sift provides the leading solution for event detection and triggering requests for
marketing actions presenting these to the CMS to decide the next best action.
Looking at a scenario where the objective is to present an offer when a prepaid
customer’s balance reaches a level where they are likely to Top Up soon then the
event would be triggered by Sift on low balance and an offer with a time limited top
up incentive could be presented by the CMS.
But what if the customer had also had intermittent data access issues over the
past couple of hours increasing their probability to churn once their balance was
consumed? Knowesis Sift is fully aware of the overall customer context including
network quality of experience and provides the recent data access issue with the
low balance event so this can be taken into consideration by the CMS to decide
the next best action. Sift can provide any number of context variables with an event
which is known as the Event Payload.
For both inbound and event driven marketing the richer the known customer
context then the more personalized and relevant offers and actions will be.
—Knowesis Sift is the solution to deliver the optimal contextual awareness for
your marketing programs and maximize response rates.
Knowesis? Derived from the greek term no·e·sis Meaning the cognitive process; cognition.
Knowesis was founded in 2012 and is headquartered in Singapore with regional offices in Bangkok,
Kuala Lumpur and Dubai. For more information visit www.knowesis.com.
Knowesis Pte Ltd.
100C Pasir Panjang Road
#04-03 See Hoy Chan Hub
Singapore 118519
info@knowesis.com
www.knowesis.com
© 2014 Knowesis Pte. Ltd. All rights reserved.
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