As the leader in AI Assisted Customer Analytics, Syntasa is helping enterprises generate real-time, actionable customer insight to enhance the customer experience and drive conversions. Syntasa's software can be installed on-premise, allowing the enterprise to integrate individual-level clickstream data with sensitive enterprise data. By leveraging open-source technologies, Syntasa seamlessly fits in the new enterprise big data analytics ecosystem and provides easy-to-use behavioral analytics applications which significantly reduce time-to-value. The company is headquartered in the Washington, DC metropolitan area with an office in London.

UK tech firm Syntasa is helping businesses provide tailored digital experiences thanks to the use of sophisticated AI Assisted Customer Analytics. The firm was among many in attendance at the recent Adobe Summit 2018 digital marketing conference in London, and CXM caught up with Syntasa's Senior Product Marketing Director Anthony Magee to discuss the future of Digital Experience and the use of Artificial Intelligence on providing it… Syntasa was born from a need for organisations to get a handle on their disparate data sources, transform them into powerful actionable intelligence, and do so all in their own existing big data environment. We set out to never become yet another cloud platform promising to deliver every part of the Customer Experience. Instead we believe data is such a valuable strategic asset that unlocking its superpowers should be in the control of the organisation. I've worked in many data and CRM leadership roles, both agency and client side, and a common misconception across all is that automation will solve the problem of actionable customer intelligence.

In today's competitive digital marketplace, customer experience is more important than ever. We believe the best way to create the perfect customer experience is to understand the customer behavior at the individual level. Analyzing the interactions for millions of customers across different devices and different sessions is only possible with the right infrastructure in place. SYNTASA integrates clickstream data with enterprise data to produce a unified behavioral schema that stores interactions at an individual level. Machine learning algorithms and predictive modeling are then applied in order to identify conversion drivers, segment visitors and predict their outcomes.

In cybersecurity, prevention is not the best medicine. As we've learned from recent infiltrations inside the networks of leading corporations and federal government agencies, it is virtually impossible for a large organization to draw an impenetrable perimeter of defense around its data. The'castle model' of cybersecurity has been found wanting. But that does not mean the firewalls need to be taken down. Instead, our metaphorical castle must be staffed with a network of spies trained to monitor every single visitor who crosses the moat and flag any suspicious behavior they encounter.

We've come a long way since the days of horse-drawn carriages. Not only do we have fast, powerful cars at our disposal – we can also see glimpses of an era when everyone will be riding in self-driving automobiles. You can say the same for data analytics. Computers and digital data have done much to revolutionize the processing of information, but here too artificial intelligence is expected to change the game in the decades to come. Instead, they analyze data in-motion -- based on a dynamic model that evolves with each new addition of data – and coordinate an immediate and appropriate response. This type of program – what we call Predictive Behavioral Analytics or PBA – is already being used by businesses in a wide range of industry.