Xtract: Automated, Socially Intelligent Software to Revolutionise
(M2 PressWIRE Via Thomson Dialog NewsEdge)
London, UK and Helsinki, Finland - In 2007 the implications of digital
media, marketing and communications took global centre stage, with the
understanding that targeted digital marketing and advertising
communications can be significantly more effective, thereby delivering
better marketing ROI. Nowhere was this more evident than in mobile
advertising and marketing.
All mobile communications with the right tools can aggregate into
delivering deep insight into customers', needs and preferences, which
can then be monetised. Such insight is called Social Marketing
Xtract's Social Links Product, is the world's first commercially
available software for analysing social network interactions within
large scale mobile communication networks. Social Links ability to
deliver a far higher ROI for its clients has been proven in a series of
trials and full-scale projects with mobile operators around the globe.
And Xtract's Social Links Product has recently been upgraded to deliver
more valuable and efficient marketing ROI.
What does Xtract Social Links do?
It transforms the latest scientific findings in the area of social
network analysis into automated tools for real-time customer profiling
and targeting of marketing activities - such as targeted advertising,
churn retention and upselling. It contains tools for combining the
network information with predictive modelling, relevant for specific
business applications including reporting and visualization tools -
making it a complete product for the mobile operator's use.
"With the appropriate combination of customers' profile, lifestyle,
social linkages and behaviour, it is possible to leverage word-of-mouth
and social influence in marketing," says Kimmo Kiviluoto, CEO of
Xtract. "This new form of marketing is able to be more relevant, timely
and contextual and therefore proven to be better accepted by the
consumer. With Xtract's Social Links, it is possible to pro-actively
offer benefits, services and products to the end users that fit their
needs today but also be able to identify when their segment or profile
need 'changes'. This, most certainly enables an end user centric
approach to providing 'what's needed' instead of 'what's on offer'
Xtract Social Links identifies the underlying network structures within
the subscriber base, divides it into communities and classifies
subscribers based on their social influence. The result is a completely
new method of customer insight and marketing capability. With new,
self-learning customer profiles through multi-dimensional analytics of
real operator customer mobile operators can enjoy major business
benefits. These range from the reduction of churn through efficient
campaigns, to rapid increase of revenues from intelligent new customer
acquisition and product launch campaigns.
Designed to Scale up
The Xtract Social Links is a software product based on standard Java
technologies and components. The new, just released version, Xtract
Social links 2.5, incorporates storage for the data for analysis
shipping with an off the shelf Greenplum data warehouse solution, using
standard PostgreSQL, which means that connections to any SQL compliant
databases are straightforward.
The new Xtract Social Links 2.5 is now able to visualise the social
network within a client customer base, visualise project campaign data
on that network and drill down on specific communities. Delivering
unique intelligence, which can then be monetised.
Reporting is also greatly enhanced and in addition to standard
templates, ad hoc reporting capabilities are now available.
The solution is fully scalable using commodity hardware and thus able
to accommodate any amount of data processing requirements. The Xtract
Social Links Product thus provides a proven and robust platform for
further development of Xtract Social Advertising Intelligence solutions.
Xtract is the global trusted partner and innovator in Social Marketing
and Advertising Intelligence. It enables digital media and mobile
industries to monetise their digital communities and social networks.
Xtract is capable of taking large and multiple raw data flows and turn
those data flows into unique Social Marketing and Social Advertising
Intelligence. Through the marriage of deep science, advanced
mathematics and leading edge knowledge into social networks, Xtract is
able to use that unique intelligence via a patented set of tools and
process to enable its clients for example to:
1. Deliver highly targeted advertising across the 3 screens
2. Increase the (value) cost of ads delivered to the mobile platform
3. Reduce Churn
4. Increase customer loyalty
5. Launch new products and services into the marketplace at greater
speed and lower cost
6. Enable highly effective virality
7. Effectively monetise digital communities
8. Significantly reduce marketing costs
Xtract operates across Europe and Asia, working with over 50 blue-chip
companies with intensive customer data. Headquarters are in London, UK
and the R&D centre of excellence in Helsinki, Finland.
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