[24]7 acquires KPMG journey analytics technology to ramp up customer engagement play

Vendor purchases customer journey analytics solution from consulting giant and recruits analyst team to provide a new offering to brands looking to diagnose customer journey problems

Customer engagement vendor, [24]7, has acquired KPMG’s Australian grown customer journey analytics technology as part of efforts to more holistically address the customer experience management challenges brands face.

The vendor’s new Customer Journey Analytics platform was previously called Customer Compass and developed by KPMG Capital. The acquisition also sees [24]7 picking up an experienced customer journey analyst team, providing the basis for a new consulting services offering.

The deal allows KPMG member firms to continue offering the technology to clients via a licensing or partnership agreement with [24]7, and also sees KPMG as a preferred supplier of advertising services for [24]7’s direct clients.

[24]7 is a US-based vendor with offices across the UK, Europe, India, Canada, the Philippines and Australia. The company has built its presence off the back of its predictive and virtual chat agent technology, with customers including Hilton Worldwide, Vodafone and Amdocs.

The company started ramping up its wider customer engagement play in 2015, acquiring Australia-based player, BolderView to grow its Asia-Pacific footprint in the same year. It then introduced its Customer Acquisition Cloud off the back of the acquisitions of paid search bid optimisation player, Campanja, and personalised content optimisation vendor, EngageClick.  

The aim of [24]7 Customer Journey Analytics is to identify and visualise the root causes of problems across a customer journey across channels, devices and IT systems, in order for brands to address them. The platform is a complement to the vendor’s Customer Engagement Cloud.

Key capabilities through Customer Journey Analytics include improved query speeds via a data fabric designed to speed up delivery of customer insights up to 100 times faster than traditional solutions; analyst enablement and productivity through visual query builders; and visualisations to better showcase the business user impact of customer journey analytics.

“This technology enables analysts to query millions of customer journeys in minutes,” said [24]7 VP of Customer Journey Analytics, Gil Winters. “This enables us to generate valuable insights in a fraction of the time of existing analytic techniques, meaning opportunities can be acted upon quickly.”

As an example of how the tool works, [24]7 pointed to its relationship with ASX-listed telco, Telstra, which it said is using Customer Journey Analytics in conjunction with Customer Engagement Cloud. The tool is designed to help the telco analyse customer experiences, identify opportunities for improvement and implement solutions across channels.  

It does this by collecting data across digital channels, such as Web, mobile, live chat and chatbots, along with voice and offline, then connecting it to advertising and marketing systems, voice-of-customer platforms and back-office tools. [24]7 claims most structured and unstructured data sources can be analysed including proprietary and third-party systems.

KPMG Capital CEO, Tim Gillis, said the deal will allow the consulting giant to offer clients a more strategic, integrated customer experience solution than previously possibly.

“This transaction opens up multiple possibilities to serve large enterprises globally who can benefit from [24]7’s customer acquisition and engagement solutions,” he said.

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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in