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Razorfish analyses Big Data and creates profitable customer experiences

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Razorfish Inc. is one of the largest interactive marketing agencies in the world; it is part of Publicis Groupe. The agency provides different types of services, web development, planning and media buying, advertising using all kinds of media, including mobile, and emerging media, social marketing activities, etc.; as well as studies and analyzes of the impact of communication programs.

Razorfish has more than 2,000 employees worldwide, with offices in the United States in New York, Chicago, Seattle, San Francisco, Philadelphia, Portland, Los Angeles, Atlanta, and Austin. In 2005-2007, it operates internationally through acquisitions in London, Paris, Sydney, Hong Kong, Shanghai, Beijing, Berlin, Frankfurt, Singapore and a joint venture in Tokyo. It is therefore a global digital agency that offers a complete package of services. Forrester presents Razorfish is as the leader in web design and digital marketing, and one of the largest marketing companies and interactive technologies, able to create customer experiences that build sales.

Razorfish argues with the fact that marketing today must take into account a demanding environment where competition is often global, where the omni-channel customer has high expectations, and knows how to use to his advantage a lot of information on offers, especially via comparison sites and assessments of consumers. One study shows that firms are less efficient than we thought, less than one in two identifies a digital customer return, and thus treats this customer differently than a prospect. Only 12% of companies are able to recognize during a web session to which segment belongs a visitor.

Too many companies are working based on a simplistic view of the course of the client / prospect before purchase, or the interactions of people and a company are highly diversified: advertising, web search, store visit, web site navigation, e -mail received, comparison sites usages, TV, social media, call center, direct marketing, etc. . The more we know about the client / prospect regarding his behavior and his past purchases, the more we can intelligently make offers, the more we can push relevant information, the more we can anticipate their expectations compared to its “look-alikes” who are or act like him.

To improve their results companies must better meet the expectations of each of their client / prospect. For that Razorfish thinks they should change their approach. They need to invest in the study, the knowledge of their customers, capturing as much as possible all interactions with them, analyzing their performance management initiatives of an ongoing business relationship, creating customer profiles from account purchases, their channel behavior, etc. This being done, it is then necessary to define strategies for different customers’ experiences, which match communication plans, in order to deliver a tailored message to the client depending on the time and channel.

Such an approach cannot be implemented gradually. It starts with the branding strategy and a global monitoring plan that identifies the customer across channels. It must then capture key data for marketing & sales (data from third-party sites, social media, geolocation data, integrated advertising server, traditional “off web” data, fidelity data, web site navigation data, etc.). It should then use these data (path analysis, impact analysis, association, regression, etc.) to extract information, to get a better customer understanding and to enrich targeting capabilities (semantic, behavioral, contextual, demographic, geographic, site, time period, affinity products, etc.). In the end it’s about being able to deliver the right message depending on the time and place: ad server, ad exchange, customer web site, email, call center site, social media, etc.

To implement such approaches, Razorfish knows how to treat the big data needed, in particular all those from the tracking of customers / prospects on the web. The agency also relies on a range of traditional marketing tools, analysis, segmentation, marketing campaign, etc., and asks its customers to be able to cross their information with other business functions (sales, logistics, production, R & D, finance, HR , etc.). To analyze its Big Data Razorfish uses the Teradata Aster platform and SQL – MapReduce solutions.

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