Using the power of data-driven automation, Resulticks helps brands to uplift revenue

With continuous enhancing solution, Resulticks strives to deliver a seamless, highly individualised customer experience in real time while also ensuring data security and privacy. They claim to be first in the market with industry-leading innovations as voice assistant marketing and the world’s first blockchain-enabled solution. In a chat with VARINDIA, Redickaa Subrammanian, CO-FOUNDER & CEO, RESULTICKS has shared her views about the trends, India market, and adoption of AI etc.

Can you please give a brief introduction to the company and the journey of Resulticks till date? Which sectors does Resulticks cater to and can you name some of the customers you have in the country?

In 2004, my partner, Dakshen Ram, and I created a digital marketing agency, Interakt Digital Group, and ran it successfully on a global scale for ten years. Then we became acutely aware of the universal difficulty our clients faced in managing big data, orchestrating omnichannel communications, and documenting marketing ROI. After three years of development, we named our solution Resulticks and launched it officially in 2014.

Our innovation and rapid growth have captured the attention of industry analysts. We feel very honoured to have been name to the Gartner Magic Quadrant alongside other industry giants for three years in a row. With our headquarters in Singapore and offices in the United States, India, and Australia, we count among our clients a good number of Fortune 500 companies, top-tier regional corporations, as well as small and medium enterprises across all industry verticals with an emphasis on BFSI, healthcare, retail, telecommunications, consumer electronics, and real estate among others.

What sort of technologies are empowering Resulticks solutions?

Resulticks is built on .NET (Dot NET) and the backend is its big data backbone comprising both SQL and NOSQL, and we are hosted with global tier 1 cloud infrastructure service providers.

Even though we’re a SaaS-based platform, we’ve also differentiated ourselves by offering a hybrid model that gives customers—especially those in highly regulated industries like banking, financial services, insurance and healthcare—the ability to host sensitive personally identifiable information on-premise while accessing the full range of our advanced cloud-based engagement capabilities. We also have our proprietary technology called Smart Link, which enables highly individualised communications with its ability to track the every customer’s journey towards conversion.

What is the differentiator between Resulticks and its competitors?

Resulticks stands apart from other marketing automation solutions in several significant respects, including our deep roots in digital marketing and our totally integrated structure, both the direct result of having been built from the ground up by marketers to address specific marketing challenges.

Another clear differentiator between us and our peers is our focus on driving and delivering business outcomes. We are more of an outcome-based platform with conversion attribution and the ability to identify revenue contribution , even at an individual level, for a particular brand. Using the power of data-driven automation, we help brands assess the revenue uplift they can get from a particular segment.

The Resulticks platform consists of three major pillars, each of which contributes to our differentiation. The first is our master audience data management capability - also referred to as customer data platform-which consolidates both structured and unstructured data, comprised of 1st, 2nd and 3rd party data, from all of the brand’s relevant internal and external sources.

The second pillar is our omnichannel communication orchestration capability, which enables our clients to deliver seamless customer journeys- single dimensional, multidimensional, or event triggered-across every relevant channel. The third is our advanced analytics capabilities, which deliver all the deep insights required to tailor individualised customer experiences across all channels in real time.

What kind of insights do you provide to your customers?

Resulticks fuses predictive, prescriptive, and descriptive marketing analytics in our detailed reporting offerings. From the planning stages of campaigns to completion and beyond, we help brands answer questions such as how their campaigns will perform, what they can do to improve them, and much more. In addition to our very intuitive marketing dashboard, which gives marketers an at-a-glance view of all their key metrics, there are also the campaign summary report and the detailed analytics report. With these, marketers can learn about key factors like reach/engagement/conversion, ROI trends, audience sentiments, as well as multi-touch attribution insights. We also have an audience analytics 360 report, which allows a segment-of-one view of every customer—their channel preferences, lead score, customer journey insights, and so on.

What is your outlook for the Indian market? How are companies like Resulticks changing the marketing landscape changing in the country?
 

Our global vision encompasses the aggressive target to become the number one player in our industry in India in 2020.

Digital is booming in India. With the depth of understanding of artificial intelligence and machine learning and the volume of data available here, you can expect the adoption of technology-enabled conversation marketing to flourish to an exceptional extent. We’re committed to seizing this great opportunity to work with some of the most forward thinking marketers in the world.

How does India compare to the rest of the world when it comes to adoption of AI?

Artificial intelligence has certainly become the buzzword of 2019 as brands increasingly explore how it will impact their business this year and beyond. While AI is in its infancy today, many brands in India are already actively looking to use AI for the likes of channel optimisation, customer insights, personalisation, and customer acquisition. With AI, these organizations will be able to make better business decisions by deriving insights from the large volume of data, which in turn can optimise business offerings and drive more customer engagement.

We need to look at how we can utilise AI to harness the full potential of data and realise individualised experiences. At Resulticks, we are pioneering initiatives around artificial intelligence and data blockchain that will empower the entire marketing ecosystem.

What are some of the marketing trends you see that are prevalent in the Indian ecosystem?

In recent times, India has seen a proliferation of internet connectivity and a resulting marked increase in the number of digital customers and the volume of data consumption. Consumers have become adept at navigating through a mix of offline and online channels in their path to brand awareness, acceptance, and purchase. Leading marketers are now breaking away from traditional strategies to take on a more omnichannel marketing approach.

Social channels will continue to consolidate and evolve. Mobile will take on even more functions and evolve towards an all-in-one channel. We will also start seeing more transformations in the marketing ecosystem thanks to blockchain.

What role does data play in helping the customers and marketing organisations drive business outcomes?

Today’s digitally savvy customers expect a high level of individualisation from brands, making this an important point of competitive differentiation. Data is key to meeting those elevated customer expectations. With a single customer view and deep data insights, businesses can create more relevant content, more contextual interactions, and deeper, more lasting engagement.

Wrestling data into submission is the perennial challenge. Marketers must now gather, process, and apply data-driven insights to meet the demands of their digitally empowered audience members, each of whom expects a tailored brand experience on demand. Advanced algorithms can help identify and map the multiple identities of customers across channels and devices to obtain individual customer insights. Armed with this wealth of knowledge, marketers can leverage omnichannel automation capabilities to engage with the customer in context and in real time.

Redickaa Subrammanian
CO-FOUNDER & CEO, RESULTICKS