Big data and the role of decision software

Even supercharged data has a job to do, and the job is always about a decision – so says a recent MIT article ¹

And who are we to argue. So whilst the value of decision software’s promise has never been in doubt, the application of such was a different matter entirely.

So what’s changed? For one thing, the sheer scale and amount of data available electronically has given extra impetus to an automated solution. Additionally, the reduction in complexity of using the necessary expert systems and the development of open sourced software means that for the first time, real automated decision making is now within the grasp of many businesses.

OneDecision.io_logo_portrait

Leading the charge is Omny Link, Ergo Digital’s technology arm, and with the development of One Decision, a collaboration between Omny Link and industry heavyweights Alfresco and Signavio, this early promise is now being realised. So much so, that a big 5 consultancy firm is working with us on a national European project.

Which industries are suitable?

So what sort of applications and industries lend themselves to decision management software? The most appropriate situations, unsurprisingly, are the ones where decisions need to be made frequently and rapidly. The knowledge and decision criteria have to be structured to a high degree and include a thorough understanding of the factors to be taken into account. If you can codify the decision rules and have access to high quality data, then away you go!

The obvious industries ripe for implementation include insurance (particularly underwriting) law, banking and travel. But the applications for this technology are only now being seriously realised. For example, within the marketing roles of SMEs, provided one is able to define the rules engine (a set of business rules that use conditional statements to address) the organisation in question would be able to apply automated decisions to their day-to-day working thereby enabling them to do more with less, and freeing up their managers to concentrate on their more important activities.

Go further

In the next blog, we’ll discuss how coupling decision software with workflow applications via the cloud and API connectivity is enabling dynamic companies to manage their workflows more effectively.

¹ MIT technology Review January 2014

Achieve Growth That Works

Communicate

Examples Of Our Ads Work

Ads Chargebase

Charging Up

With a number of local teams, we needed to come up with an ad strategy that ensured that the value of the job, and the journey time would make profitable commercial and residential enquiries for Chargebase.

A lightweight, geographically tight, precisely worded set of campaigns was plugged into the business. And the lights went on!

Giving Berths

The challenge with Nautilus isn’t the product, it’s amazing! The test is to avoid sailing enthusiasts and drill down to their audience: people who want to learn to skipper.

We have worked closely with Nautilus for over ten years distilling down a range of very precise advertising campaigns to deliver exactly what they wanted. A flow of future skippers looking for adventure.

Ads Nautilus Sailing

Examples Of Our Organic Work

Organic Unloq

Organically Sourced

Working in a high ticket specialist field means that every visit has value. Rather than focusing on volume, this was a more meticulous project which was driven by quality of enquiry as well as volume.

We recognised that there were certain keywords which significantly outperformed and provided the kinds of leads Unloq were looking for. We split the proposition into two websites for different audiences and focused each website for different keyword clusters. Client acquisitions soared.

To Another Level

Having worked with Flexspace on two iterations of their website the biggest challenge has been leveraging their sites and types of property to build a range of keywords to reach business owners.

Whilst the first website was effective in building traffic, we learned so much from that process that round two (six years later) was another step uo. Structure and internal linking was optimised for a wide range of relevant keywords which built a steady flow of converting organic traffic to Flexspace.

Organic Flexspace

Examples Of Our Social Work

Social Gardenatics

Quality Posts

Tree houses and climbing frames are really easy to share, every family loves some active play. However, for Gardenatics we needed to make sure that we selected the right strategies for the right platforms.

In particular, the Pinterest channel we created for them gave great scope and leverage for the brand, as photos of builds were pinned far and wide and, given the bespoke nature of the constructions – future customers knew the best brand to help them with their garden was, of course, our client.

Financially Vested

Unloq’s aim is to stand out and be different in the M&A world, but at the same time, to give confidence in the services they offer. They have to both be confident and discreet, persuasive but measured.

Our social media strategy is to ensure that we use a combination of videos, stings, dynamic messages and text to continue to reinforce the values and services which make our client the best route to inorganic business growth.

Social Unloq

Examples Of Our Email Work

Email HCL Fasteners

Securing Business

With a wide range of products, applications and service offerings, HCL could be seen as demanding. Yet, by integrating segmentation techniques on company size, sector and purchase history, we are able to choose the audiences to send emails to, and uncover what works.

Each email is scoped, the audience identified, professionally written, designed and then integrated with tracking from within the email as well as through analytics.

Delivering Value

High-value, low-volume email marketing requires a specialised approach. One that speaks the right language to partners, clients and prospects, whilst underpinning the values that make Unloq’s services unique.

With split lists, containing some shared and some unique content, we have created variety without the overhead of coming up with three completely new emails every time. Precise, targeted and confident – just like our client.

Email Unloq
Achieve Growth That Works

We’re the secret sauce that supercharges
your marketing efforts.

Squeeze More Out