Why Machine Learning Automation is Crucial for Brands

Known for delivering out-of-the-box, performance based strategies in the marketing and technology domain, Envigo has footprints in India and UK. Led by Saurabh Kumar, an alumni of National Institute of Technology, Karnataka and IIM, Ahmedabad, Envigo partners with over 90 clients world-wide, worked with more than 300 brands so far, across 24 countries and 4 continents, adding 10 to 15 more clients in the hospitality sector by the end of 2017. Talking about the use of Artificial Intelligence (AI), Big Data & Automation, Kumar feels that the use of AI in predictive and backward-facing analysis presents big opportunities for digital agencies. "ROI focussed agencies are looking to implement AI in programatic Ads and personalisation for customers. So, we understand that all the visitors are not in the same phase of buying cycle. Be it web, mobile or any other channel, there is a need to understand what the customer requires. Hence, capturing customer actions, actionable insights and creating cross platform user experience becomes prime focus. Once we gather enough information, we can target customers and capitalise by capturing micro moments. With use of advanced analytics, marketing automation, custom web and mobile solutions, we have been able to shift from Communication to Engagement Strategies which can be implemented on all connected devices."