Resulticks is an integrated real-time conversation cloud-enabled by the world’s first marketing data blockchain. With its big data-driven, AI-powered, omnichannel approach Resulticks is working to bring about change in the marketing automation landscape worldwide. It is designed to give marketers the capability to dynamically target, engage, analyse and respond to audiences across multiple touchpoints in real-time.
In an exclusive conversation with Medianews4u, Dinesh Menon, Global Chief Marketing Officer, Resulticks shared insights on how the company is helping businesses achieve their marketing targets with the desired ROI.
Edited Excerpts.
What are some of the services that Resulticks provides which you feel are best in the business?
Without exception, every time we have demonstrated our platform to a prospective client, even in a mature market like the US, the reaction is that of awe. I say this with all humility as I myself reacted like that when I first discovered Resulticks in my previous job as CMO at a very large bank.
Resulticks stands out on various counts. It is perhaps the only technology platform that is comprehensively built from the ground up by digital practitioners who understand the nuances and pain points of digital marketers. While everyone talks of AI and ML, it is in our DNA enabling several capabilities in the area of customer intelligence, channel propensity, send time optimization, among others. The 3 core pillars of our platform include the Customer Information Hub, Campaign Management and Analytics, each rich with superior capabilities that enable clients to leverage customer data optimally, enhance customer engagement and experience and derive threadbare analytical insights to both help refine and build appropriate customer outreach, engagement and smarter acquisition strategies.
Our jewels in the crown are real-time capabilities to leverage actionable insights across channels, AI powered predictive and prescriptive analytics to determine potential customer action and strategize accordingly. We comply with data privacy laws across geographies, be it GDPR/CCPA/HIPAA. The platform makes itself a significant fit into any business environment irrespective of its size, nature, or vertical, owing to its customization capabilities.
Today, businesses have accelerated their digital transformation journeys. Marketers are on a quest to deliver a unified brand experience (combining online and offline presence) to their customers with omnichannel engagement that is attributable and measurable. Exactly this is where Resulticks works as a centrifugal force between the brand and their customers, helping brands to revolutionize their digital transformation.
The real success for any platform is in its timely and efficient implementation, so clients are able to extract expected value from its capabilities after making sizable investments in it. At Resulticks we are quite obsessed with it and most often do it ourselves. If working with a systems integrator, we ensure adherence to our processes to ensure success. Besides, we offer managed services to our clients for a minimum of 6 months to train end-users of the platform. A dedicated account manager works on-site to provide usage advisory to help with optimizing all of the three pillars described earlier.
Tell us about Resulticks and its journey from inception.
Prior to setting up Resulticks, Redickaa Subrammanian and Dakshen Ram ran a full-service digital communications agency named Interakt for 10 years. Based out of Singapore, Interakt had the opportunity to work on several global brands across categories, by virtue of which they developed a deep understanding of the needs and challenges faced by digitally oriented organisations and digital marketing practitioners. Most were unable to sharply quantify ROMI owing to a multitude of reasons – ranging from data being stored in different systems / silos, not having a single view of the customer and thereby unable to deliver on the promises of omnichannel customer engagement.
To address these challenges and basis above insights, Resulticks was set up in 2014, as a real-time, big-data-driven AI-powered marketing cloud solution. It is perhaps the only comprehensive marketing technology platform that has been built ground-up by experts in marketing, technology, and business strategy to deliver top-line growth for organisations through digital initiatives. Outcomes-focused and enabled by the world’s first customer data blockchain, Resulticks is a critical component in the digital transformation wheel of an organization. Scalable, intuitive, and highly secure, the platform empowers brands to deliver segment-of-one omnichannel engagement that is attributable and measurable.
In 2017, Resulticks became the first platform from Asia to be placed in Gartner’s Magic Quadrant for Multichannel Campaign Management. It was also named to the 2018, 2019 and 2020 Magic Quadrant for Multichannel Marketing Hubs, each year progressing within the quadrant. Recognition such as this and our growing list of clients testify to the value of our approach and capabilities.
Tell us about your journey with Resulticks and how has the experience been?
Having been in the marketing & advertising industry, I have always valued the role of customer insights, creativity and data. Technology was always a subject of awe, although I never studied anything close to it, besides the one subject on IT at my B school. After having worked on several product categories during my stint in advertising, I took a fancy to the BFSI industry. As you well know, a BFSI marketer is immersed in data, always aspiring to make the best use of it, but always been limited by lack of adequate or appropriate tools.
During my previous job as CMO at SBI is when I realized it was time to cross over to the technology industry – and what better than being at the confluence of data, creativity and technology! Resulticks was my choice as I related well with the philosophy that drives this company. It is strongly driven by the deep sense of passion to lead new age marketing – marketing driven by technology that empowers business and marketing leaders to not just enhance business growth, but do it smartly by adopting futuristic digital technologies that enable them to be at the forefront of the growth led digital evolution.
What are your thoughts on Data being the new oil?
For long, data has indeed been touted to be the new oil. The big difference though is that while there are theories of oil becoming scarce with time, data, on the other hand, is just bursting from all possible nook and cranny of the world we inhabit and leave trails on – be it the offline or online environment.
With an estimated 2.5 quintillion bytes of data being generated every day, it is certainly an endless deluge of information. Unless organisations invest in future ready and agile technologies, any effort to leverage data effectively would be sub optimal. Undeniably, it’s only robust and scalable technologies that would help uncover useful insights to power strategies for customer engagement and experience, making the role of AI and ML all the more significant for quick decision making in comparatively shorter interludes.
Data is useful only when it is massaged and enriched. One of the key benefits of the Resulticks Customer Information Hub is that it helps augment customer data with every engagement and interaction that takes place across channels and touchpoints. The outcome of this is lower cost of communicating with customers and prospects, higher and measurable ROMI.
While there are a lot of marketing automation solutions in the market, what makes Resulticks better than the rest?
Resulticks is a software platform that doesn’t stop at just selling the software. We are obsessed about enabling our clients to leverage the platform capabilities to its fullest. We are very particular about its timely and effective implementation. Our managed services post implementation is to ensure all users at the client’s end are well versed and are able to use the platform to achieve all possible business outcomes.
Some key differentiators are:
a) CDP that helps consolidate, enrich and activate big data. Our data-hierarchy system can be customized to fit into any organizational ecosystem, simplifying the data access and governance
b) Omnichannel engagement orchestration covering all touchpoints
c) AI-driven advanced analytics expertise that facilitates predictive and prescriptive insights
d) Smart recommendation engine that deepens the personalization capability of the brand
How is the business shaping up in times of Covid-19? What has been its impact on your business?
We are seeing heightened engagement with existing clients and prospects in the pandemic scenario. Organisations are busy preparing to enhance their prowess on digital. Marketers are looking out for better/appropriate marketing automation solutions to manage, automate and track success of marketing campaigns. Besides popular and conventional marketing channels, new-age digital channels like voice assistants, QR codes, and more will be on the rise. And by all means, we will be helping our clients emerge as winners in this critical period.
How have you helped your clients navigate through the Covid-19 crisis?
Alongside data management and omnichannel orchestration, we are helping brands to deliver seamless and individualized customer experience by implementing innovative use cases. We are striving to keep brands ahead of the curve in this time of uncertainty by empowering them to materialize new-age channels that comply with ideas of social distancing, digital-first, and more, improving their overall strategic decision making and helping them thrive in this changing economic environment.
During these hard times, how are you keeping up the morale of your teams that are working remotely? How are you making sure about the mental health of employees?
The remote working concept has taken an altogether new meaning since the pandemic struck. It is crucial to maintain the morale of employees and keep them motivated as they work from home. We are cognizant of adjustments both the employee and their families have to make and are quite flexible with how they manage their day.
Leaders across streams encourage their teams by way of necessary counselling amidst this environment of Volatility, uncertainty, complexity and ambiguity (VUCA). Periodic communication from the CEO highlighting contribution and effort recognition, training and guidance sessions from the leadership team, having virtual sessions with mental health experts to keep them encouraged and navigate this tough phase have been put in place.
