Kognitio, driving the convergence of Big Data, in-memory analytics and cloud computing, and Celebrus Technologies, provider of tag-free multi-channel digital big data software, today marked the anniversary of a strategic collaboration that provides one of the largest global manufacturers in the world with an innovative solution for digital marketing analytics. The solution is unique in its ability to enable real-time online marketing, product development and advertising decisions.
Celebrus’ unique software feeds individual-level behavioral data from multiple online channels, including websites, social media and mobile applications, into the Kognitio Analytical Platform. The in-memory processing power of Kognitio delivers astounding speed and flexibility, analyzing the data and rapidly moving it into a visualization tool that can easily be used by marketers to make real-time decisions.
The highly granular data provided by Celebrus includes all the details of visitors’ behavior across the manufacturer’s five major European websites, right down to clicks, selections, keystrokes, dwell times and locations, browses, searches, and more. That behavioral data from five million customer website visits per month is transformed into a 1.8 billion row database in the Kognitio Cloud, where five million new events are fed daily. All computations in the dashboards and reports are carried out on-the-fly with answers returned in seconds across 50 different views of the information, with no data pre-aggregation, archiving, or summary required.
The analysed results are immediately delivered into Tableau’s visualisation dashboards, and made available to business users on both sides of the Atlantic. This enables the creation of extremely detailed reports and offering unparalleled insight into users’ preferences and journeys as well as their decision-making processes.
“Celebrus is unique in its ability to gather interaction data from a wide variety of digital technologies, including Flash, Flex and Adobe AIR, as well as multiple channels, and then feed it into the Kognitio Analytical Platform in near real-time,” said Simon Burton, Celebrus Technologies’ chief executive officer. “We are excited to see the invaluable insight that Celebrus, Kognitio and Tableau are bringing our joint client by working closely together, and look forward to enabling other clients to make such important business decisions with real confidence,” Burton continued.
The flexibility and speed of these technologies, coupled with the highly granular and complete nature of the data, enable ongoing re-processing; empowering analysts to constantly ask new questions of the data when business priorities change or new insights become essential.
The global manufacturer expects to use this insight to make decisions that direct future product and feature development, for example by comparing purchase data with online behavioral data to understand which features are of interest but less frequently purchased and which are rarely or only briefly browsed on the websites. It is also used to shape marketing messaging and advertising decisions, as well as improve inventory control and manufacturing costs through understanding which feature combinations are likely to be purchased in the future.
“This solution delivers a new, advanced level of insight available to marketing analysts,” said Steve Millard, Kognitio president and chief executive officer. “By using the Kognitio Analytical Platform, our client can leverage the superiority of advanced analytics to gain a genuine business advantage that immediately pays dividends.”
Kognitio and Celebrus said they are jointly targeting enterprises of all sizes that require a solution that caters not only to the depth of data complexity, but also the tremendous variety and differing levels of aggregation.