As novel tech solutions continue to disrupt B2C approaches to customer engagement, businesses are seeking faster, more effective, integrated, and highly personalized ways to reach their target audiences. Digital transformation holds the promise to accelerate this change, through perfect synchronization of messages at exactly the right time, irrespective of channel. Is getting there just a pipe dream or will it really result in increased revenue? That is still the point isn’t it?
The road to those prime connections is strewn with disappointment, from software systems that promise ease and speed but deliver gut-wrenching and costly failures, to out-of-the-box consumer data platforms (CDPs) whose one size fits most approach falls short of most brands’ aspirations. Many offerings are essentially marketing toys, which would not make it through the door of any self-respecting large enterprise.
George Corugedo feels that entrepreneurial pain deeply. As co-founder and CTO of RedPoint Global, he’s spent 14 years creating leading edge customer engagement technology that’s shattering the limits of what data management, machine learning and engagement software can accomplish.
“While I am passionate about the technology, we measure our client’s success by their business results,” he says. “We have numerous clients who have declared we are their primary revenue generation platform for the organization. That takes us straight out of the marketing toy category and into the mission-critical enterprise platform. If readers take only one thing away from this article, it’s this: RedPoint is about building your business, increasing your sales, moving the needle in a material way.”
“Our clients typically have an ambitious strategy that they’re failing to execute,” he explained. “People who come to us have fragmented data across silos and they can’t get it under control, and therefore can’t make the best use out of it. Or they are looking for real-time personalization across their sites or devices potentially around the world and they’re not finding the technologies that can perform at that scale.”
“Brands are also looking for more automated analytics so they can take advantage of predictive modeling and machine learning at all points in their marketing strategy. Lots of vendors are happy to show prospects the punch list of functionalities, but to us, these are just the technical entry points. While the initial focus is the mechanics, what we can show customers quickly is that the mechanics are strictly a means to an end … increased revenue,” says George.
He continues, “Many vendors in the new wave of CDP technology have built companies based on a parts list, throwing together components that they can acquire as inexpensively as possible. What they are missing, is that these vendors don’t really understand how complex the problems they are trying to solve nor how complex the use cases and their solutions need to be. Therefore, their ability to discuss the expected outcomes is not possible.”
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