Sailthru
Sightlines has launched to allow
organisations to accurately identify their most valuable customers and
anticipate their specific actions. The technology enables marketers to predict
a wide range of behavioural variables – for example, predicting which customers will be likely to purchase, when
they are likely to do so and at what price point.
From
these insights, organisations can use Sailthru’s omnichannel
personalisation technology to automate communications to these high value
customers, while suppressing messages to those who are predicted as most likely
to opt-out or ignore communications. The net effect of Sailthru Sightlines is
higher lifetime value, increased engagement and enhanced message
deliverability.
Neil
Capel, CEO and Founder, Sailthru comments, “For as long as marketers have
communicated with consumers they’ve been looking at historic data on the
performance of those messages. This report-based model, perpetuated by legacy
vendors in the space, has proved not only inaccurate but also insufficient
given today’s rate of change in both consumer engagement and brand strategy.
With Sailthru Sightlines we’re freeing marketers from slow, iterative processes
and enabling our clients to stop asking, ‘what did my customers do?’ but
rather, ‘what will my customers do next?’ This is a transformative moment for
eCommerce and media brands as they defend and grow their competitive
advantages.”
Currently
in private beta with thirteen Sailthru clients including Rent the Runway,
Paperless Post and Frank & Oak, Sailthru Sightlines uses over three million
predictive models to analyse billions of user data points per client, per day.
These models are generated on a daily basis and are calibrated and tested for
each client to reflect their unique business models and trends in individual
user behaviour. This results in proprietary predictive algorithms that are both
extremely accurate and flexible enough to evolve alongside Sailthru clients and
their customers.
“We
built Sailthru Sightlines to harness the constant stream of data points that
consumers offer today’s marketers as they move through their individual
customer journeys. Sailthru Sightlines analyses all customer actions, reactions
and engagements in real-time. From this, marketers can build a more accurate
ROI model and truly deliver the right messages to the right users with limited
superfluous or unwanted communications,” said Jeremy Stanley, Chief Data
Scientist, Sailthru.
Stanley
concludes, “We’ve seen a conflation of terms in recent months between
recommendations and predictions – they are categorically not the same. Sailthru
was built to deliver personalised content and product recommendations. We’re
now a platform that can also predict individual users’ future actions, which is
dramatically different from the ‘predictions’ offered by legacy email service
providers that are simply aggregating campaign trends. Predicting the future
for each user, while a challenge, is well worth the effort.”
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