A data-centric platform for customer intelligence

January 20, 2022 | 4 minute read
Francesco Coccia
Associate Partner, Technology Reply
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In an era where customers are overwhelmed with commercial offers, customer intelligence is the key to delivering effective marketing campaigns and increasing customer satisfaction, loyalty, spend, and retention.

What customer intelligence is and why your enterprise should use it

Customer intelligence is the collection and analysis of detailed customer data to understand the best ways to interact with each individual customer.

A perfectly targeted message delivered at the right moment and through the preferred touchpoint can be more effective and makes the customer feel understood, appreciated, and valued. This appreciation, in turn, can generate an enhanced brand perception and long-term customer loyalty.

How to build an effective customer intelligence platform

The heart of the platform is all about data. Collecting the following customer information in a single data repository is crucial:

  • Customer navigation throughout the company websites

  • Customer communications through your contact center, chatbot, or digital assistants

  • Customer purchase history

  • Results from the previous inbound and outbound marketing campaigns

These datapoints can help in defining a customer journey and a customer-centric view. You can then enrich data with other sources coming from social media and open data. This enrichment leads to a more detailed customer profile segmentation, perfect for driving widespread marketing strategies.

What to do with the data you have

A technological infrastructure designed for scalability, data governance, and value extraction is essential, and Oracle Cloud Infrastructure (OCI) provides a state-of-the-art solution with its data lakehouse.

A graphic depicting the workflow of a customer intelligence platform with OCI.

With data at the center of the solution, the use case reshapes the technology components as needed. Data can move between the unstructured data lake and the curated data warehouse. The data lakehouse is designed on integrated, cloud native, and serverless parameters.

This solution uses the agility, elasticity, and efficiency provided by OCI.

A graphic depicting the architecture for this solution.

With this kind of platform, you can dedicate more effort to delivering the following valuable use cases:

  • Customer behavior analysis

  • Customer microsegmentation

  • Next best offer

  • Next best action

  • Product recommendation

  • Sales funnel and predictive sales funnel analyses

  • Customer journey analytics

The sources of customer data vary widely, from unstructured social media posts and interactions to navigation logs from corporate websites, from mobile apps interactions to open data such as geographic information, and from structured data from enterprise data warehouses or OLTPs to unstructured data from documents and other media.

OCI connectors can easily manage these sources of information, keeping the right update frequency. From batch to near real time to streaming, customer engagement must always be on time. OCI Data Integrator and GoldenGate are the best services to perform these tasks.

The OCI Object Storage service represents the raw data layer. The service is scalable, cost effective, and designed to store petabytes of data.

OCI Data Flow easily enables Spark workloads to transform and enrich data. A data governance and data quality framework makes all information trustworthy, enabled by OCI Data Catalog.

On top of Object Storage, the Autonomous Data Warehouse provides the analytical data layer, with features such as best in class database, self-management, designed for data analytics, and maximized performance. Here, all data is organized to serve analytics and make the business queries convenient.

On the frontend, Oracle Analytics Cloud provides a self-serve analytics platform, geared toward data discovery, with which even non-technical expert business users can perform storytelling and insight sharing. The solution is also flexible, so you can use your own third-party analytics tools that you already have in-place.

Talking about customer intelligence, we can’t ignore the desire to predict and prescribe. The OCI Data Science platform allows scientists to use all available data to make predictions based on image, text, speech, audio, and transactional data from fully trained and customizable AI models, available out of the box.

Using data from other systems is critical to gaining more intelligence about your customers. The OCI API Gateway fulfills this requirement by allowing you to integrate with enterprise campaign management systems or other touchpoints, for omnichannel actions.

Now, you can imagine the power you have at your disposal with ready-to-use and seamlessly integrated data, tools, and functionality. You have endless possibilities for insights and the opportunity to take the best and timely actions toward customers.

Technology Reply is a group company specialized in the design and implementation of innovative solutions based on Oracle technologies. Thanks to the deep expertise and experience gained in over 20 years of activity, Technology Reply supports its customers in their innovation and digital transformation processes, with professional teams able to intervene in all phases of the life cycle of complex projects: Analysis, design, implementation, roll-out, and operation. Technology Reply acts as a reference partner for Oracle on-premises and cloud technologies, such as Big Data, Analytics, eCommerce, Mobile, Identity and Access Management, and Content Management. Technology Reply, with its agile culture, is becoming a leader in the emerging technologies, implementing artificial intelligence, machine learning, microservices infrastructure based on DevOps, and cognitive technology projects for a wide range of reasons in a disparate array of industries and customer sectors.

Francesco Coccia

Associate Partner, Technology Reply

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