ELAINE SIX Embodies the Next Technology Generation for Real-time CRM Automation from artegic

Digi­tal CRM pro­vi­der artegic is releasing ELAI­NE SIX, the next gene­ra­ti­on of the award-win­ning digi­tal mar­ke­ting sui­te from ELAI­NE. ELAI­NE SIX com­bi­nes the high­ly custo­mer-cen­tric approach of CRM with sta­te-of-the-art mar­ke­ting capa­bi­li­ties. Both real-time and auto­ma­tiza­ti­on enab­le opti­mum indi­vi­dua­li­za­ti­on of the messa­ge, depen­ding on the time, con­text and con­tent. ELAI­NE SIX helps inno­va­ti­on-dri­ven com­pa­nies achie­ve this best poten­ti­al by impro­ving upon four suc­cess fac­tors asso­cia­ted to digi­tal trans­for­ma­ti­on in mar­ke­ting: data, effi­ci­ent pro­ces­ses, com­mu­ni­ca­ti­on and ana­ly­tics.

Nowa­days, suc­cess­ful mar­ke­ting stra­te­gies need to focus upon the custo­mer. 90 per­cent of mar­ke­ters have reco­gni­zed the impor­t­an­ce of custo­mer-cen­tric com­mu­ni­ca­ti­on and expe­ri­ence. Howe­ver, only 20 per­cent of the custo­mers feel they are being valued or indi­vi­dual­ly addres­sed. This sum­mons com­pa­nies, to place their custo­mers more than ever at the cen­ter of an appre­cia­ti­ve, rele­vant and per­so­nal com­mu­ni­ca­ti­on.

ELAINE SIX is taking the important step towards real-time capability

The star­ting point for crea­ting an indi­vi­du­al custo­mer expe­ri­ence is using the right oppor­tu­nities in the custo­mer jour­ney. The right impul­ses must be offe­red during the indi­vi­dual­ly fit­ting moments and con­texts (so-cal­led micro-moments) for the indi­vi­du­al custo­mer. The decisi­ve fac­tors are speed, mobi­li­ty, fle­xi­bi­li­ty and espe­ci­al­ly indi­vi­dua­li­za­ti­on, which help reach the custo­mer at the right moment with the appro­pria­te messa­ge and best sui­ted style. With the new ELAI­NE SIX Custo­mer Jour­ney Desi­gner, indi­vi­du­al custo­mer jour­neys can be mode­led by simp­le drag & drop and lin­ked to mar­ke­ting auto­ma­ti­on dia­logs in the rele­vant micro moments / con­texts. Cam­pai­gns can be fle­xi­b­ly crea­ted in ELAI­NE SIX for all chan­nels and messa­ge types (email, SMS, mobi­le mes­sen­ger, app, etc.). Depen­ding on the con­text, the best sui­ted messa­ge is dis­play­ed in the appro­pria­te chan­nel dyna­mi­cal­ly, auto­ma­ti­cal­ly and in real-time.

Sin­ce the data requi­red by this pro­cess remains often unknown until the moment of use and will be made avail­ab­le only seconds befo­re it should be used, ELAI­NE SIX is able to pro­cess real-time data. Among the pos­si­bi­li­ties real-time crea­tes is that of ana­ly­zing infor­ma­ti­on from the usa­ge con­text during the con­tact with the custo­mer. This enab­les to con­trol the com­mu­ni­ca­ti­on mea­su­res without time delay or to dyna­mi­cal­ly adapt the com­mu­ni­ca­ted con­tents. This pro­cess crea­tes a fle­xi­ble dia­log, well-adap­ted to the con­text as well as to the latest data, such as pri­ce chan­ges or wea­ther reports.

The basis for this pro­cess is the ELAI­NE SIX real-Time Mar­ke­ting Ope­ra­ting Sys­tem (rMOS) Core, a high­ly scalab­le sys­tem archi­tec­tu­re deve­lo­ped by artegic.

Process optimization through own applications

The new ELAI­NE Exten­ded App­li­ca­ti­on Frame­work (XAF) makes it easy to inte­gra­te your own app­li­ca­ti­on-spe­ci­fic apps. You can adapt the view to make it indi­vi­du­al, roll-spe­ci­fic or sim­pli­fied. This type of approach helps ELAI­NE SIX make high­ly effi­ci­ent pro­ces­ses and work­flows pos­si­ble and allow employees to use spe­ci­al­ly tailo­red ELAI­NE app­li­ca­ti­ons while effec­tively inte­gra­ting them into important work­flows.

Increased profit through automated optimization

Among the most important deve­lop­ments brought by ELAI­NE SIX is the expan­si­on of the auto­ma­ted opti­mi­za­ti­on of com­mu­ni­ca­ti­on with the help of machi­ne learning pro­ce­du­res. ELAI­NE SIX pro­vi­des a varie­ty of tes­ting methods for the opti­mi­za­ti­on of digi­tal dia­log mar­ke­ting cam­pai­gns. In addi­ti­on to stan­dard pro­ce­du­res, such as various A / B tests, ELAI­NE SIX sup­ports mul­ti­va­ria­te tes­ting pro­ce­du­res that auto­ma­ti­cal­ly opti­mi­ze them­sel­ves. The patent-pen­ding solu­ti­on is based on arti­fi­ci­al intel­li­gence and uses the latest methods accord­ing to the princip­le of sta­tis­ti­cal expe­ri­ment plan­ning and machi­ne learning. Based on this email cam­pai­gn opti­mi­za­ti­on pro­cess, RTL Inter­ac­tive was able to achie­ve a pro­fit increa­se of 575 per­cent.

Consistent implementation of the General Data Protection Regulation

The pas­sing of the Gene­ral Data Pro­tec­tion regu­la­ti­on (GDPR) on May 25, 2016, mar­ked the esta­blish­ment of a new legal basis for data pro­tec­tion in the EU. This legis­la­ti­on impacts all com­pa­nies who­se busi­ness model invol­ves the record­ing and pro­ces­sing of (per­so­nal) data. ELAI­NE SIX has been deve­lo­ped in accord­ance with the GDPR and sup­ports com­pa­nies in imple­men­ting the requi­re­ments of the Direc­tive. For examp­le, ELAI­NE SIX inte­gra­tes the pri­va­cy-by-design con­cept, (PAC), hash­ed log­ging of log­ging, or the use of so-cal­led pri­va­te clouds, which com­bi­ne a high level of pro­tec­tion of sen­si­ti­ve data with the advan­ta­ges of cloud ser­vices.

artegic was one of the first pro­vi­ders of mar­ke­ting cloud ser­vices to be awar­ded by TÜV Rhein­land the inter­na­tio­nal stan­dard for IT secu­ri­ty and data pro­tec­tion ISO / IEC 27018. This cer­ti­fi­ca­ti­on con­firms the ful­fill­ment of the hig­hest stan­dards of avai­la­bi­li­ty, con­fi­den­tia­li­ty and inte­gri­ty of cloud ser­vice data as well as data pro­tec­tion com­pli­an­ce accord­ing to the Gene­ral Data Pro­tec­tion Regu­la­ti­on.