KNOWESIS S Jus ad dat

KNOWESIS S Jus ad dat

About Sift With 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.

AT ITS CORE 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. Imagine being able to communicate with your customers both at the right time and with the most appropriate message or offer. Impact of Knowesis Sift 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. 500%+ Increase in customer response rates with Knowesis Sift # Responses 500%+ with without Offer Timeliness ** Source: Based on prior Industry Solutions Experience

The Advantages Knowesis 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 IMPROVED THE CUSTOMER EXPERIENCE AND INCREASED RESPONSE RATES 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. REDUCED TIME TO MARKET Sift s extensive behavioural event library provides marketers with an accelerator to get started with over 100 pre-defined telecom specific event conditions. 1 2 3 4 5 REDUCED CHURN 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. NO RELIANCE ON A DATA WAREHOUSE 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. COST EFFECTIVE PROCESSING OF MASSIVE AMOUNTS OF DATA 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 Profile Unlike 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. CONTINUOUS REAL TIME CUSTOMER PROFILING 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). ACCOUNT PROFILE SPEND PROFILE VOICE PROFILE SMS PROFILE DEVICE PROFILE DATA PROFILE LOCATION PROFILE ROAMING PROFILE

Events Events 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 Device change / upgrade First usage of a service Exceed a usage threshold Increase or decrease in usage¹ Top up value and time² IDD ussage to country³ Called or viewed website Poor quality of service Off-net minutes versus Location specific 4 competition on-net minutes Silent across one or 5 many services Low balance 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 4 5 Trend of increasing off-net minutes versus on-net minutes Customer has been silent across one or many services over a period of time

The Detail

THE TIME EFFECT ON THE VALUE OF DATA 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. 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. 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. 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.

FEATURES KNOWESIS SIFT 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.

CONTEXT TO IMPROVE MARKETING 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 MARKETING When 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 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 MARKETING Event 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. 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. 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.

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.