artegic Releases ELAINE SIX

Jan 23, 2018

Digital CRM provider artegic is releasing ELAINE SIX, the next generation of the digital marketing suite from ELAINE. ELAINE SIX combines the customer-centric approach of CRM with state-of-the-art marketing capabilities. According to the company, real-time capabilities and automation enable optimum individualization of the message, depending on the time, context, and content. ELAINE SIX claims to help 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 on the customer. 90% of marketers have recognized the importance of customer-centric communication and experience. However, only 20% of the customers feel they are being valued or individually addressed.

With the new ELAINE SIX Customer Journey Designer, individual customer journeys can be modeled by simple drag and drop functionality, and linked to marketing automation dialogs in the relevant 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 message is displayed in the appropriate channel dynamically, automatically, and in real-time.

Since the data required by this process often remains 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 capabilities create is that of analyzing information from the usage context during the contact with the customer. This enables users to control the communication measures without time delay or to dynamically adapt the content. This process creates a flexible dialog, 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 scalable system architecture developed by artegic.

Among the most important developments, according to artegic, 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 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.