KUALA LUMPUR – Consider iProspect, the full-service digital marketing arm of Dentsu Aegis Network Malaysia, has launched an Artificial Intelligence (AI) business tool, named ‘Pronto’.
Pronto was specifically designed and developed as a completely customisable data insight dashboard that easily gathers, analyses and visualises omnichannel campaign information in real time. Unlike other commercially available data analysis tools which offer little flexibility thanks to pre-set data capture parameters, Pronto can be completely shaped to gather data sets that are uniquely relevant to an individual client or brand.
With the exponential growth of the digital ecosystem, brands are enjoying an increasingly diverse range of platforms and channels upon which they can leverage. And as campaigns become ever more sophisticated, weaving online and offline narratives and experiences borne from a strategic CRM design-led approach, it is paramount that the numerous data threads are captured cleanly and analysed intelligently.
Combining campaign data from digital, social media, e-commerce, brand, first-party (customer data collated by a company) and offline, for example, can provide incredibly detailed initial insight such as linking campaign and lead generation to sales outcomes or ad-spend efficacy per channel or platform. As Pronto banks and links data sets, it can begin to perform increasingly detailed analysis as a campaign continues to unfold.
With highly personalised pictures emerging of customer purchasing behaviours and interests, brands can deploy Pronto’s AI capabilities across a wide spectrum of KPI’s – from forecasting revenue, creating hyper-personalised brand engagement experiences, to designing an entire commercial service ecosystem tailored to meet consumer needs and demands.
Kasper Wandi, CEO, Consider iProspect, said, “This incredibly advanced AI business tool was designed and created completely in-house and we’re justifiably proud of it, as well as excited for its future potential. This dashboard empowers the individual to pull in customised data strands, unify the real-time picture and forecast future business outcomes. This is a powerful prospect.”
Siti Raflise, Chief Data Officer, Consider iProspect, said, “Many organisations understand digital transformation to be about creating an online presence, across numerous platforms, upon which they can engage with their customers. The data generated tells an important customer story – preferences, needs and brand interaction. But if each platform operates in a silo it is impossible to reach out coherently. The truly transformative aspect is when an organisation is able to capitalise on its data through AI. When this happens, a holistic picture emerges. And what can be done with that picture? Well, that’s for the C-suite to decide. Fundamentally this business tool is the future and companies can’t afford to be left behind.”
The brains behind Pronto: Kasper Wandi, CEO (right); Siti Raflise, Chief Data Officer (second from left); Anuradha Yerukola, Head of Business Intelligence & Technology (left); and Sailalith, Data Scientist (second from right).
