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

[email protected]

www.knowesis.com

© 2014 Knowesis Pte. Ltd. All rights reserved.