Globys Announces Major Release of Scientific Marketing Product Enabling Mobile Operators to Scale Context-Driven Personalization

Globys Announces Major Release of Scientific Marketing Product Enabling Mobile Operators to Scale Context-Driven Personalization

SEATTLE, WA--(Marketwired - May 29, 2014) - Globys (www.globys.com), a leading provider of big data analytics solutions that specializes in contextual marketing for mobile operators, today announced a major release of its Mobile Occasions solution that puts Google-like marketing experimentation and dynamic machine learning into the hands of CMOs at operators worldwide. With the ability to scale personalization, operators reduce churn by more than ten percent and increase customer revenues by 12-15 percent.

Leveraging science and technology, Globys Mobile Occasions helps marketing teams understand and dynamically act upon customer behaviors, intentions, and motivations at the right time with the right communications. An out-of-the-box technology solution that's delivered as a managed service, Mobile Occasions applies automated machine learning to continually optimize marketing efforts, which leads to superior marketing performance.

"Our customers struggle to hire the expertise and develop the technologies which are capable of applying this level of sophistication to drive personalized, one-to-one customer experiences -- let alone in a way that can scale to more than 100 million customers and tens of thousands of marketing campaigns," said Dr. Olly Downs, Chief Scientist at Globys. "What's exciting to see is how putting some of the most advanced scientific marketing methodologies in the hands of mobile operators allows them to completely transform how they market to and engage their customers, driving dramatic results and unprecedented insight into how their customers behave."

Creating a virtuous cycle through integration of three core capabilities means that marketers can rely on technology that leverages scientific methodologies to uncover unique behavioral insights and automatically tests, adapts, and scales context-based marketing treatments that are based upon dynamic behavior:

  • DISCOVERY: Automated behavioral analytics and unsupervised clustering that uncovers unique insights
  • EXECUTION: Adaptive always-on experimentation with 1:1 dynamic targeting of context-based offers that balances the exploration of new learnings with maximizing the benefits of strongly-performing treatments
  • OPTIMIZATION: Dynamic machine learning on marketing response and behavioral events to maximize performance

This scientific test and learn approach transitions marketers out of the quarterly cycle of testing campaigns, and then selecting and scaling champions to dynamic experimentation where the results emerge in days. With this approach, scaling means continuous adaptation of messages relative to current performance results. Additionally, the closed-loop nature of Mobile Occasions removes the requirement of marketer intervention in making necessary adjustments, which is recognized as a major barrier to scaling personalization, while providing the marketer deep insight into results as well as what is working, what is not, and why.

"Scientific marketing is about optimizing the true potential of each customer with a marketing approach that's smarter, faster and easier. When we replace intuition and assumptions with analytics and experimentation, opportunities are revealed that were previously unknown or undetected by the marketer," said Downs. "It's thrilling to see that with the use of technology and automation, a marketer can go from testing 10 messages to thousands in very short cycles, and then systematically deliver personalized communications that are responsive to customers' needs. For a CMO this becomes a game changer in terms of developing a core capability that drives sustained business impact over time."

About Globys

Globys is a big data analytics company that specializes in contextual marketing for mobile operators. Our contextual marketing solutions combine data science and advanced marketing techniques to help operators deliver highly personalized and contextual campaigns that maximize ARPU and reduce churn. For more than 15 years, Globys has delivered out-of-the box solutions in a SaaS model providing operators the benefit of speed to market and minimizing their ongoing operational costs and risk. Globys clients include some of the world's leading communications service providers including Vodafone, T-Mobile, Etisalat, Telstra, du, Bell Canada, Mobinil, and Telecom New Zealand. For more information, visit www.globys.com.

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