MUMBAI: Started in 2004 as an advertising agency, Resulticks today has evolved into a full-fledged omnichannel marketing-automation company that offers truly integrated real-time conversation cloud-enabled by the world’s first marketing data block-chain. After starting its data-driven automation platform in 2012, the company is now working towards revamping the marketing campaign globally using data as its prime weapon.
Resulticks CEO and co-founder Redickaa Subrammanian, in an exclusive conversation with Indiantelevision.com, shared, “We (Resulticks), today, are sitting at the centre of an enterprise, where the whole data-either internal or third-party-is. We are helping clients to derive complete value from this data to orchestrate real-time conversations with their consumers, and contextually deliver personalised solutions to them.”
She added that this approach makes Resulticks more than just an ad agency whose prime responsibility is to take a brief from the client and deliver on that. “We are no longer taking briefs but are working on omnichannel solutions for our clients.”
Handling data operations at a time when data security breaches are becoming headlines more than often is a tough job and Subrammanian agrees to that. On being asked how Resulticks ensures data safety for its clients and their consumers, she said that the platform ensures the data on its channels is fully encrypted and minimum people have access to it preceded by an authorisation process.
She mentioned, “Today, data is at the core of every business and enterprise. But thanks to scandals like that of Cambridge Analytica, consumers are very scared about their data safety. They are trying to be careful about their data. At Resulticks, we, therefore, are very careful about the data. Here, the data belongs to the enterprise and not to us that means whole data is coming from their own properties and databases.”
She added, “We are just empowering them with a platform that keeps their data extremely safe, in encrypted form. Even the people within the company will not be able to see some of the personally identifiable information (PII). The people from their own marketing teams will also require authorisation to access that data.”
Sharing an example of a bank, Subrammanian said that if a person swiping one’s credit card at a retail store at a mall had earlier been to a Croma store looking for laptops and came out without purchasing, the person will get an exclusive 10 per cent or so off on laptops. This customised experience will be curated based on real-time data coming from one’s location and card swipes. “This will lead to a happy experience for the consumer and potentially another card swipe for the bank, which will be beneficial for its business.”
