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Advances in technology and hardware capacities, the spread of Internet use, emergence of tablet PCs and smart phones, developments in web etc. have brought radical changes in all aspects of our lives. Competition in the business world has become much more severe than ever before. Competition environment and tools evolve day by day and the speed of change is expected to increase gradually by the authorities. Companies have to be more result oriented than ever before. Having acknowledged this fact, Intellica presents EVAM solution as the fundamental key to ensure efficiency and competitiveness in the relationship between customers and companies.
Differentiation and the explosion of data traffic sources; caused knowledge lose its value and adequacy over time. The data is most valuable and most meaningful at the time of happening, analyses quite after the occurrence of data is not efficient by nature. Using newest and most expensive solutions and allocating serious budget is not enough to get ahead in today’s business world. Old-style marketing approaches (mass mailing, mass communication, segmentation, etc.) are out of date due to low positive response rates. Customers are not attracted by offers if it is not personalized and not in relevant time. Companies create unresponsive customers with wrong CRM strategies or/and tools. The key point to get ahead is having the correct mindset, perception and methodology: CEP (Complex Events Processing) concept which covers monitoring, filtering and detecting meaningful event patterns, usage of instant and historic data, responding with smart actions; enables companies to detect problems, threats and opportunities instantly and respond accordingly at that time. Processing data in real-time for the finest response improves institutional competency to the extreme.
Intellica’s CEP tool Event & Action Manager (EVAM) introduces new marketing paradigm which is established on three main concepts; “Real-time”, “Event Driven”, “Contextual”. It’s not only about understanding who someone is; but where they are, what they are doing, and what they are likely to do next. It’s about leveraging as much information as you can about a customer and the context to deliver the best message/offer at the precise moment it offers the most value. EVAM allows you to abstract and correlate meaningful business information from the events and data flowing through your information systems, and take appropriate actions using scenarios. By detecting patterns within the real-time flow of events, it can help you to detect and understand unusual activities as well as recognize trends, problems, and opportunities. EVAM helps companies to predict the needs of customers and take faster action as a result. The real value of contextual marketing is a high degree of personalization, which results from specific, more targeted and relevant customer communications. EVAM will help to companies to build not CRM but CRRM (Contextual Real-time Relation Management). EVAM brings two main outcomes with this approach;
- Better customer experiences
- Better financial results
Crucial events to consider, actions to respond are implemented once and used in any scenario for years, with minimal IT dependency. The set of events, actions and scenarios can be modified any time with ease. Any office user that can design workflows can use EVAM's drag and drop Designer Interface to design any business idea in minutes for production. By this way; institutions can manage 4R’s of Contextual Real-time Relation Management: “right offer” to “right customer” via “right channel” at “right time”.