In a country where the behavior of consumers changes very fast, it is difficult for companies to create business models that will constantly adapt to the whims of Filipinos.
To address this concern, Danateq, a provider of dynamic real-time analytic-based campaign management solutions, has introduced Danateq LINK, a real-time self-learning cognitive analytic platform, designed to empower enterprises in evaluating and studying consumer algorithms to create effective business models through cognitive loops.
Mario Domingo, Head of Customer Operations at Danateq
Mario Domingo, Head of Customer Operations at Danateq, describes cognitive as the combination of what a company thinks and understands what it is doing and automatically improves itself. In other words, it is a self-learning tool.
LINK studies, evaluates, understands and analyzes the behavior of customers, or how they respond to products and services offered by companies. This way, enterprises are given the advantage of coming up with the most effective business processes or strategies to reach their target markets.
“We are the brain and the control system, that’s the kind of work our system does,” said Domingo, adding that their platform is the vertical stack of data processing, automated workflow and even load improvement.
Domingo said that the Philippines is a great place to use the technology because the consumer behavior of Filipinos changes very fast and social-centric even before when there is no social media.
The platform employs innovative techniques in processing complex events, data streams, in-memory processing and high performance workflow engine design to deliver business solution-centric products with cognitive capabilities. Through cognitive loops, continuous improvement in experience is ensured to deliver excellent business results.
The cognitive loop structure
Domingo illustrates the cognitive loop structure: From data sources like your devices such as phones, iPads or any technology that you interact with, including CCTV or access doors – those are data ingestion sources. We don’t own them. Those are owned by the customers. Those data sources come to us, we process their events or data and based on what we learn and what we know, we trigger action that is subject to conditions and failures. From these failures, we start collecting what is the alternative action we can take and therefore make it better, and then act and operate (or when the loop is operating continuously).
When a customer profile is updated based on their reaction to product offers, LINK’s learning capabilities detect how offers and business rules should be revised to get to the company’s desired results. LINK’s cognitive capabilities, which bridges analytics and execution, can be applied beyond customer analytics and onto network analytics and business process analytics creating a truly cognitive enterprise.
The Cognitive Loop
The behavior profile of a customer changes based on factors such as location, transaction and current market trends. Due to this complex consumer nature, a “one-size-fits-many” approach may not always work as subscribers can exhibit multiple and changing profiles depending on the situation. And to process complex events, LINK has the capability to analyze transactions real time so it can provide an up-to-date profile of the customer.
The platform uses the Enterprise Product Catalogue (EPC) which allows customer experience customization through offer bundling and personalized business rules. A central repository of atomic products that can be used for offer creation, the catalogue hosts the business rules for eligibility and availment, allowing businesses to create campaigns, loyalty programs, and other customer experience initiatives with great volume and velocity. These rules can be applied and matched to customer segments made available by the cognitive customer profile.
The EPC is complemented by the Unified Customer Profile (UCP) which can capture thousands of ever-changing attributes for persona profiling which will be used for offer matching.
Domingo said Danateq now supports 100-million rights, or roughly 2-billion transactions per second.
The company initially serves the local telecommunications industry where it ported its Cognitive Enterprise Analytics platform. Domingo says that it is targeting the following industries which have huge volume of data: airlines, banking, and mobile apps companies. And within two to three years, Danateq software will be relevant to the mass media sector when it goes digital.
Domingo said that the Danateq-Manila operations serve as the global delivery center with 60 personnel, composed of delivery and IT engineers and data scientists, who deliver the solution. Its research and development center, which employs 50 engineers, is located in Russia; while the technology center is based in Singapore.
Finalist at Silicon Valley Innovation Challenge
Danateq was chosen as one of the finalists at the recently concluded Silicon Valley Innovation Challenge, a competition hosted by Nokia Network Solutions in conjunction with Nokia Growth Partners and organized by Silicon Valley Telecom Council. The contest is designed to attract ideas, technologies or business models that address two of the most disruptive opportunities for service providers today: Colossal Data Analytics and Telco Cloud.
Entries to the challenge were judged based on the proposal’s merit, feasibility and investment confidence. Out of 100 competitors, only the Top 7 Finalists were short-listed to make the final event that was held last June 26.
The challenge gave Danateq an opportunity to showcase LINK on a global platform and emerged as one of the seven finalists from a pool of a hundred aspirants. The company was assigned a “Nokia Innovation Champion” to guide the company’s continuing journey with Nokia over the coming months.
