Business Problem
A marketing and campaigning company in North America had challenges in collecting, analysing market data and distributing analytics to their end customers:
- The job of collecting data was repetitive, time-consuming and involved connecting to external systems.
- Marketing decisions were rule-based, laborious activities which required analysis of aggregated data. In order to make decisions quickly, this data had to be presented in a format that could assist the decision makers.
- The high cost of operations.
Business Objectives
Implement a seamless solution with minimum impact to the existing processes with the following objectives:
- Reduce the burden on the employees to learn new tools and technologies.
- Reduce operational costs by optimizing the manual resources.
- Improve staff productivity by reducing monotonous and repetitive tasks.
- Provide flexible demand-based data gathering with on-the-fly data extraction from multiple sources.
- Provide optimal flexibility by creating the process pipeline.
Solution
IntelliBuddies® platform, powered by AI & ML capabilities, is deployed in order to automate Marketing Data Intelligence System (MDIS). MDIS provides end-to-end data processing pipeline that includes various stages viz., data gathering, storing, analysis, and presentation. Each stage can be customized on an on-demand basis. IntelliBuddies® platform has been used to deploy MDIS to perform the following activities:
- Gather marketing data from external sites using crawling techniques, based on keywords supplied by the customers.
- Validate data for its authenticity based on the predefined rules.
- Extract key metadata from data and apply Machine Learning algorithms to tag and classify.
- Impute missing metadata by utilizing AI models.
- Present data in the user friendly format to help support making marketing decisions.
Competitive analysis
- IntelliBuddies® rich web-automation activities increased data extraction efficiency both in terms of robustness and reliability.
- IntelliBuddies® solution involving smart buddies, tasked with continuous data extraction 24 x 7, performed tirelessly, improved throughput with no loss of efficiency and stability.
- IntelliBuddies® integrated Machine Learning activities, which enabled easy and seamless data feeding into existing ML systems for learning purposes. It also eased the process to predict metadata by the direct initiation of an AI model within the process.
- IntelliBuddies® solution of staging the processes and scheduling them accordingly enabled pipelining the stages and thereby optimized resource utilization.
- IntelliBuddies® solution provided flexible options to define the presentation of data according to the needs of the end customer.
Summary
MDIS solution based on IntelliBuddies® platform not only achieved all the stated objectives of Company but also enabled faster development and deployment, thus providing immediate ROI. Implementation of this solution opened up a plethora of use cases with potential automation opportunities. The non-intrusive nature of IntelliBuddies® platform, low-code processes, faster deployment, and scalability has boosted confidence of the customer. The realization that Buddies can do repetitive tasks with ease and consistent accuracy has allowed the company to redeploy their workforce to value-added tasks elsewhere. IntelliBuddies® cognitive capabilities has helped Company make right decisions.