19April 2021better. In doing so, the team empowers clients with its rich expertise and solutions to analyze, enhance, orchestrate and activate customer data through their owned and licensed data and technology stack to maximize marketing impact. The company's solutions are underpinned by three essential components: consulting, delivery, and data science practices. The consulting practice from Actable enables companies in their early phase of development in the way they approach, activate, and organize their customer data. "We work with enterprises as a strategic guide to help them figure out the organizational structure, the technical infrastructure, and the use cases for activating customer data. Our clients can then choose to collectively craft a plan with us on how to get started, and turn our strategic advice into practical action and application." explains Greitzer, co-founder and CEO of Actable.The consulting practice is followed by the delivery practice, whereby the Actable team executes against customer data organization analytics and deployments on behalf of the clients. In some cases, this involves operating the client's customer data platform, while in others, helping them to integrate different data systems and deploy those data into outbound marketing channels. The delivery practice also allows the Actable team to provide clients with hands-on database design and deployment to make the data more accessible to the clients. Lastly, the data science practice is delivered by Actable's expert data sciences team that deploys machine learning against the client's customer data. The company's AI-based modeling and business intelligence solutions empower marketers with critical insight into customer value, customer journey, and cross-channel behaviors across the customer lifecycle. Machine learning also allows Actable to enhance and augment client's customer data with demographic, behavioral, and intent signals to create a comprehensive view of their customers across a spectrum of unique and compelling data points. "Deploying machine learning against customer data enhances and augments the data that our customers have with intelligence, which then allows for better segmentation, better marketing investment and better messaging to their end customers. This is coupled with insights that we feed back to our customer base, so they can get smarter about who their customers are," adds Greitzer. Interestingly, clients hold the authority to choose any one of the solutions or all three solutions according to their needs.A Game-Changer in the CDP LandscapeThe uniqueness of Actable stems from the fact that it does not try to retrofit client's problems into an existing software framework. Instead, the company focuses entirely on the clients' business challenges and architects a solution to meet the specific need. This customization capability of the company draws in potential clients and truly drives significant business value, especially in data sciences practice. "Many businesses invest in software to solve customer data problems but don't get the proper ROI as the stakeholders involved don't necessarily have the right skill sets or understanding to make the software work to enable a good ROI. We come in and supercharge a business's ability to get a return out of software investments, with our skill sets and knowledge in conjunction with their internal teams," mentions Craig Schinn, Co-Founder of Actable. As a company, we are not only focused on the technology, but also how the technology gets deployed to create resultsActable's unique value proposition can be best explained with a couple of client success stories. A major U.S. bank approached Actable, as they wanted to make an investment in a customer data platform but had limited knowledge on platform implementation and deployment across a complex enterprise. Rollout was further complicated by significant constraints in the IT department, preventing full support and engagement, which created severe limitations to the data sets that could go into the customer data platform. Addressing this issue, Actable had a firm plan with data that was more accessible without a complete deployment, and it served as a pilot for the client to understand the impact of that rollout. Later, the experts at Actable collected 100 data points and worked on-site personalization use cases that combined products that the user had with some demographic data sourced from a third-party to observe how likely someone was willing to become a mortgage holder. Within 60 days of this pilot deployment, the client drove an 800 percent lift in people applying for a mortgage among users. In reality, what Actable achieved in this limited timeframe is rare when it comes to the customer data platform landscape. Actable's ascension to success and continued presence at the front of the customer data landscape is a testament to the value it brings to the table for marketers across a broad range of industry verticals. Actable fundamentally focuses on the strategy, service, and science required to accelerate customer data. In this day and age, every business enterprise, regardless of the size and industry, wants to understand all about customer data and how they can directly engage with them. This is precisely where Actable is in a league of its own. "As a company, we are not only focused on the technology, but also how the technology is going to get deployed," asserts Greitzer.With a strong foothold, the company will be focusing on two major components in the days to come. Firstly, building the business to scale by adding a leadership team and expanding delivery capabilities to meet the demand of fabricating a high-performing professional services organization. Secondly, the team of experts will be concentrating more on data sciences as it is one of the most productized areas of the company. MT
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