As abbi collects and integrates more data, machine learning will also be applied aiming to help organizations not only to understand behavior, but also to anticipate behavior, so that they can segment and personalize more effectively.
The smartphone has become an extension of ourselves in a short time and we spend more time than ever on our mobile. This also happens more and more often with the aim of searching, considering and buying products and services. abbi will map this mobile behavior with ‘passive tracking’, of course with the permission of the respondent. Combined with geolocation recognition, abbi then bridges the gap between online and offline behavior, allowing organizations to segment and personalize more effectively in the customer journey.
In the field of activating respondents, we now know e-mail, push notifications and SMS. But a new, even more effective form is needed: RCS. This stands for Rich Communication Services and is the successor of SMS. The big advantage of RCS is that it is possible to send so-called “rich content” with messages, similar to WhatsApp, but RCS is delivered through the mobile networks. abbi is following this development closely and it is expected that RCS can be used for your organization from 2019 onwards. At the same time WhatsApp is opening up for B2B services. This also offers many new opportunities for mobile activation of respondents. abbi intends to utilize the mobile messaging method that suits our client’s specific needs.
The more data collected, the smarter abbi and thus your organization becomes. With machine learning you learn faster more about your intended target group and you know better which choices and decisions you have to make for who. This involves continuous enrichment of customer profiles and attribution modeling, as a result of which the goal of market research is increasingly shifting from understanding to predicting, anticipating and influencing.
abbi innovates continuously, also with regard to the ways in which respondents can be reached and activated. It is already possible to do this with voice messages, which you can have spoken by, for example, the CEO of your company, the mayor of your municipality or a well-known person that respondents relate to. Higher response and a better user experience assured.