TECHNOLOGY
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were to go to a store , it ’ s very important to know how often you come in , how much you usually spend , what products you like , who you are . Often , all this data sits in siloed systems throughout a company .” By bringing together all available data on its clients ’ customers , CloudCherry can create a complete picture of its customers ’ habits and wants , which can then be turned into solutions . The company ’ s third core tenet , Muthukrishnan explains , was to “ move away from a retrospective way of looking at data towards a more predictive , proactive approach .” This third pillar is where a lot of the company ’ s utilisation of cutting-edge technology comes to the fore . “ We put a lot of emphasis on our machine learning to make sure that we ’ re actually able to tell brands ahead of time what they ’ re supposed to do ,” he says .
Despite the data-driven precision with which customer behaviour is dissected by CloudCherry , Muthukrishnan insists that , far from reducing them to a collection of inputs , “ digital is supposed to make the interaction more human . I actually believe we ’ re going back to the times where experiences , because of the lack of technology , used to be personal . Businesses used to make
APRIL 2019