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Below is our recent interview with Hubert Tworkowski, Marketing Director at Synerise:
Q: Tell us what Synerise does and how the application benefits businesses.
A: Incredible advances in cloud technology and the dramatic increase in computer processing power have combined to create new opportunities that will spread the use of Artificial Intelligence and the commercial applications it makes possible. The ability of algorithms to process information and calculate the factors that go into strategic decisions has opened many new doors.
Synerise is at the forefront of the AI movement. We deliver AI Growth Cloud, solution that consolidates customer data gathered from different online and offline channels in one interface. This makes it possible to create unified customer profiles that are updated in real time based on interactions in every customer touchpoint.
Q: What kind of features does it offer?
A: Our cloud is a powerful and comprehensive suite. It combines a range of complimentary features that altogether form out a complete ecosystem to fully personalize and automate marketing communication and inform new product and sales strategies. Synerise can be named a Customer Engagement and Business Growth Platform. We help brands to provide a better experience to their consumers as well as scaling their sales and processes, no matter how big organization is. Inside one solution we consolidated AI-driven Big Data analysis, Business Intelligence, marketing automation, Real Time Bidding (RTB), CRM, campaign management tools, etc.
Using our tools, brands can avoid the inefficiencies associated with separate marketing campaigns run in different channels and informed by different data sets. With Synerise, fragmented marketing strategies can be combined into a single unified campaign, delivering personalized content at scale across channels.
Synerise integrates data from almost limitless touch points and sources
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Q: How is online marketing different today than it was just a few years ago?
A: Consumer buying preferences have changed significantly over recent years, but never as quickly as today. The development of modern technologies has shortened the distance between suppliers of products and services and their customers. The widespread availability of broadband internet and efficient mobile devices has resulted in the creation of hundreds of new services and applications that are available twenty-four hours a day, processing massive amounts of data in the cloud.
People have quickly become accustomed to on-demand online shopping, where they can choose from among limitless offers without having to go to a physical store. This applies not only to FMCG products or clothing, but increasingly often to financial, insurance and telecommunications services. In response, brands have begun to open e-stores and online customer service points. The digital transformation of many industries has begun, and a new set of rules is having replaced the old way the game was played.
Modern customers have less time than ever before. They like to use the internet because it makes shopping more convenient by making everything available all the time. At the same time, they expect every aspect of the process to be quick and easy. This can be a huge challenge for companies, especially those in competing in larger markets. Part of that challenge is creating communication that focuses on the customer’s needs and doesn’t waste what little time they have.
Q: What role do AI algorithms play and how are they made?
A: The most important assets of AI solutions in online advertising are associated with the ability to reach the right recipients with the right highly personalized message. The chances of conversion are increased while reducing the cost of the campaign. Such tools also allow you to better exclude those customers who are not likely to be interested in the product.
AI makes it possible to present the right content to the right user, on the right device and at the right time to a degree otherwise impossible. We all know that this is the Holy Grail of marketing—the ability to send dynamic marketing content that speaks to customer expectations, based on their behavioral and purchase histories.
Q: What kind research and expertise goes into making these algorithms?
A: We established an in-house team early in the process, not only to better integrate with our programming team, but because we knew from the start that we were going to make our own proprietary algorithms. We have a team that includes academic specialists in the field of Artificial Intelligence, who bring not only their expertise but contacts in the wider academic field.
Q: How is Synerise different from a conventional CRM platform?
A: CRM systems gather information about customers, sales, deliveries and returns. Our platform has a built-in, powerful CRM, but we added our magic sauce here and made it intelligent combined with AI analysis and marketing automation features. At Synerise each customer activity is recorded, analyzed and helps to form their behavioral profile. Then AI is being applied to drive the experience.
Synerise Team at Microsoft HQ in Redmond. In the photograph, among others, is Jaroslaw Krolewski, Synerise CEO (just above the MS logo) and Mark Loughran, GM of the Polish branch of Microsoft (to the right of Jaroslaw Krolewski)
Q: I read something about your partnership with Microsoft, how did that start and where do you see the relationship going?
A: Microsoft has long supported companies on the cutting edge of research and development of the digital transformation of marketing tools. The potential of our solution was noticed early on in our Polish operations and resulted in Microsoft CEO Satya Nadella, referring to Synerise as the creator of the “next-generation marketing”.
Our cooperation is multidimensional. We are both a partner and we use technological solutions from Redmond, particularly from the Azure platform. Microsoft supports us in scaling our business. We participate in their acceleration program, meet potential clients, take part in conferences and together create marketing communications. A lot has been going on in this matter recently and we have ambitious plans for the rest of the year.
Recently we won the prestigious ‘2018 Microsoft Country Partner of the Year Award’ and we’ve been named a finalist in the ‘Retail’ category. The awards will be presented at the Microsoft Inspire Conference from July 15-19, 2018 in Las Vegas, Nevada.
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Q: What’s next for Synerise?
A: We’re still investing a lot in resources and competencies. Our team is expanding to include quite a few people with sales experience on international markets and knowledge of how to scale companies to global reach.
We want to change the way customers respond to marketing communication from brands. We believe that marketing can assist, not annoy, by recommending the right products on the right device in the right time.
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