New data intelligence platform set to create better brand experiences

Digital agency Razorfish launches a new platform combining cognitive algorithms, data intelligence and machine learning to help brands better connect with customers

Digital agency, Razorfish, has launched a new platform combining cognitive algorithms, data intelligence and machine learning aimed at creating more timely, relevant and seamless brand experiences across all touch points.

Based on artificial intelligence algorithms, COSMOS mines behavioural data in order to predict the needs, wants, and motivations of consumers across the customer journey.

“New business models are changing old paradigms and companies must now adapt to connect with consumers who are more empowered than previous generations, with more touch points than ever before,” Razorfish CEO, Shannon Denton, said. “With COSMOS, we can now harness intelligence from online and offline data to create a single view of the customer, while at the same time creating experiences that will not only disrupt and drive growth for businesses but also improve the lives of their customers.”

The platform is modular, allowing organisations to either deploy the platform at scale or purchase need-based solutions that can be integrated with existing marketing and technology platforms. It also has the capacity to learn, reason and activate deep customer insights by introducing cognitive optimisations that drive loyalty, customer retention and experiences with a deeper sense of personalisation.

According to Publicis Groupe's chief strategist, Rishad Tobaccowala, relevance has always been key in marketing and the opportunities to be highly relevant have increased tremendously with the omniscience of mobile and programmatic media.

"By the same token, the difficulty in finding the right moment of interaction has also increased," Our digitally connected economy is forcing brands to fundamentally redefine the way in which they interact with consumers," he said. “COSMOS helps solve this problem, unlocking moment marketing opportunities by quickly delivering data and insights that can be activated in real time across channels.”

Cognitive and machine learning systems are quickly gaining ground as organisations look to battle the wealth of big data now available to them.

In a speech at this week's IBM Thinkforum in Sydney, big blue's chairman, president and CEO, Ginni Rometty, claimed businesses are now entering the age of cognition, a disruptive force that will impact the way decision making occurs in every industry in the decades to come.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in