MarTech

Advances in data analytics technology have elevated organisations’ marketing competencies to new levels of sophistication, permitting unparalleled comprehension of past behaviours and real-time understanding of current trends and patterns

Increasingly, marketers are looking to bring in data from external sources to match with their own datasets, in order to find additional insights into their customers preferences.

Successful MarTech hinges on finding insights within massive and now interconnected repositories of data to create customer value and competitive advantage.

Consumer data is the currency of modern business. This data frequently includes personally identifiable information (PII), which if misused or breached in a cyber attack, can violate the rights of individual consumers.

Without the right safeguards, an organisation could lose its competitive advantage if this asset falls into the wrong hands.

IXUP offers a unique environment where customer data remains encrypted at all times, with data custodians controlling who can derive insights from the data and for what purpose. Raw data is never shared between parties, only insights as the analytics occur with protected data.

Data analytics and the customer of one

Understanding and predicting consumer behaviour has become so sophisticated that the ultimate goal – customising a product or service to a single consumer using data analytics – is now achievable with the right technology. This is commonly referred to as mass personalisation. What will further already existing but not widespread capabilities, is a partnership between multiple organisations who combine their datasets to identify and analyse trends for answers and insights. The more parties involved, the more granular the information, the higher the risk of data breach and misuse.

Securing MarTech capabilities

The flipside of delivering highly targeted products and services is the need to do so in a completely safe and secure environment, which is where IXUP comes in. Our technology makes it possible to protect the privacy and rights of individuals, whose information, preferences and transaction histories comprise most of the data held by companies. By providing a secure analytics platform, we ensure that data doesn’t need to be stripped of its valuable identifying characteristics as it remains under the control of the owner at all times.

Linked to this is the fundamental importance of operating within the confines of data regulations to ensure that companies maintain their social and commercial licences to keep operating.

Organisations are also increasingly cognisant of the need to safeguard their data , given its growing strategic importance as an asset, and the competitive and fiduciary responsibility to protect it.

IXUP’s actionable data analytics

Having provided a secure and compliant platform, IXUP’s unique technology ensures that insights can be derived from raw data at a level of definition and precision that cannot be achieved when it’s anonymised to comply with privacy restrictions. This empowers marketers to pivot rapidly to respond to and meet the fragmenting demands of consumers who have ever-more diverse choices.

MarTech Scenario

A women’s lifestyle brand faces increasing competition from new entrants. Accordingly, the company teams up with several retailers, payment platforms, mainstream media and social media platforms. Their jointly agreed strategy is to combine their data streams to identify patterns of consumer behaviour across various demographics, including age, income and location for geo-targeting.

Using IXUP’s secure and compliant platform, the various parties can combine their rich data without breaching any regulatory or privacy constraints. The unique matching technology processes developed by IXUP sifts through all the data to identify patterns.

At the end of the analytics exercise, new evidence emerges. The data uncovers a recent disruption in consumer behaviour in certain age and income brackets as well as discovers a shift away from mainstream retail purchasing to Instagram influencer-led shopping on mobile, using instalment payments.

New entrants eroding the lifestyle brand’s market share effectively use social media and instalment pricing to promote their products with single-click decisions, bypassing more costly and slower-to- market bricks and mortar retailers.

In this scenario, the IXUP platform permitted granular discovery of purchasing patterns to provide all the participants with valuable insights to drive new strategies.

Secure Data. Advancing Analytics.

Your data is only part of a bigger story. Imagine being able to enrich it. To uncover hidden insights. To empower innovation, productivity and customer experiences.
With IXUP you can do this – without ever putting your data at risk. Realise the promise of true data collaboration.

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