Globys Releases Innovative Machine Learning Capabilities to Enhance Its Contextual Marketing Solution

SEATTLE--(BUSINESS WIRE)--Globys (www.Globys.com), a leading provider of contextual marketing solutions for the worldwide telecommunications market, has released a new version of its contextual marketing solution that extends its automated machine learning capabilities to rapidly determine and deliver the right offer to the right customer in the right context and optimize marketing ROI. This solution will revolutionize the effectiveness of marketing campaigns.

“We’re seeing that the solution drives a significant reduction in cycle time for campaign execution, measurement, and learning, as well as ongoing optimization”

As mobile reaches saturation and non-traditional players are vying for the wallet and mind-share of the subscriber, carriers are challenged to protect their base and grow their business. Traditional business intelligence and campaign management tools enable carriers to consolidate the mass amounts of data they possess, but without the ability to act on this data, in real-time, based on the context of a customer’s specific needs, a campaign’s success is limited.

With new groundbreaking capabilities, this solution allows an in-base marketer to rapidly test an infinite number of combinations of offers, messages, and contexts, across different channels, to understand what works for specific customers. Through an interactive user dashboard marketers gain real-time insight into campaign activity and performance, so they can identify which offers are working for whom, when, and where. This learning automates ongoing refinement to targeting criteria before campaigns are scaled across the customer base to ensure optimal relevance to each customer.

“Mobile operators are in a unique position in that they have the data required to achieve success. They know the products and services a customer purchases and where and when they use them, they know how a customer moves through space and time, they know who a customer communicates with, and a whole lot more,” said Duane Edwards, cofounder and senior vice president of product development at Globys. “What the mobile operators don’t have are the tools to rapidly take advantage of this data to better market their own products and services, as well as third party apps and content. This is where we help.”

The Globys solution looks at each customer as a market of one, using demographic profiles, behaviors, social context, treatment, and incentives to rapidly and automatically determine the best way to market specific products and services to each customer in the optimal context.

For example, the solution may determine that a 30% discount offer works best when communicated through an outbound call to a customer with low overall spend 6 days before receiving their monthly bill; but a casually worded email works best for a highly connected customer on a weekday one hour before they hit their bed. Or for a young professional commuting to work, a one-month trial of unlimited surfing is the optimal offer to deliver; yet a particular prepaid customer within 10% of account depletion just after completing an international call will be most responsive to a bonus top-up offer.

“We’re seeing that the solution drives a significant reduction in cycle time for campaign execution, measurement, and learning, as well as ongoing optimization,” said Edwards. “It increases top line revenues and drastically reduces campaign costs while solving the challenge that marketers face in moving smarter and faster to meet real-time contextual demand.”

Customer deployments are now underway. Operators are leveraging the solution to meet a range of objectives, including increasing mobile data usage, stimulating more frequent prepaid top ups, and migrating customers to higher rates plans.

About Globys

Globys provides some of the world’s leading telecommunications carriers with solutions that help them leverage and monetize their customer data assets. A spin off from VeriSign Inc., one of the world’s leading providers of infrastructure services, Globys offers a suite of products that have helped meet the needs of telecommunications operators for more than 14 years and supports global customer deployments.

Globys has headquarters in Seattle and regional offices around the world. Additional information can be found at http://www.globys.com.