Cobi Druxerman
Co-Founder & CSO, Taplytics

Modern marketers working with the best martech tools are at the forefront of witnessing and participating in a dramatically evolving ‘Customer Experience’ economy. The convergence of mobility, IoT, AI and the cloud has enforced an unprecedented challenge to businesses. Going beyond the conventional customer service and engagement campaigns, modern marketers are more focussed at building a customer-centric intelligent experience to thrive in this new reality. Taplytics is an intelligent customer experience cloud specializing in turning first-time users into lifetime customers through magical moments. To understand how the new-age digital organizations are coping with major challenges in identifying and transforming meaningful customer experience and engagement strategies, we chatted with Cobi Druxerman, Co-Founder and CSO at Taplytics.

Tell us about your role in Taplytics and the team you handle.

I am the Chief Success Officer and Co-founder of Taplytics. I lead our Customer Success team, which provides our customers with the training, consulting, and technical support required to get the most value out of the Taplytics platform. Our goal is to help clients run experiments, engage with their customers, and analyze user data to build the best digital experiences.

How can marketers better leverage Mobile Experimentation Engine from Taplytics?

Currently, marketers experiment with variations of their websites, ads, messaging, and other touchpoints that help move customers through their funnel. This has been made easy with the evolution of web-focused marketing software.

Now, with the Mobile Experimentation Engine, marketers can unlock the same experimentation capabilities for mobile devices that they have on web. The Taplytics  Experimentation Engine equips brands to get a better ROI, despite the rising cost of customer acquisition, by allowing marketers to experiment with the way their brand interacts with customers at every part of the user journey. From the moment a customer enters the app to when they come across the ‘aha’ moment, they can experience a number of personalized variations that will provide immediate value in helping them find what they’re looking for.

As previously mentioned, mobile is only one part of the customer journey. In a similar fashion, the Mobile Experimentation Engine is just one part of the Taplytics Experimentation Engine. Brands need to actively consider how a customer’s experience in one channel (ie. web, mobile, or TV app) is connected to the ones they have in other digital channels. The Taplytics Experimentation Engine helps marketers leverage the data from each of a customer’s sessions – no matter what channel it’s on – to uncover important pieces of the purchasing journey and customize what the customer sees. This allows for a seamless experience that allows a customer to pick up where they left off, regardless of what channels they are moving between.

How do you define an intelligent experience for B2B customers? What are the core tenets of your digital marketing transformation?

Modern marketers have identified digital growth and optimization as priorities in both mobile and web ecosystems. The complication with mobile is that brands have a hard time attributing growth and revenue back to their mobile spend. Traditional metrics can’t effectively capture the value of today’s end user, whose journey is complex and multifaceted.

• The Taplytics Intelligent Experience Cloud aims to help marketers tackle this non-linear customer journey with the different components of the Taplytics Experience Cloud:
• The Taplytics Experimentation Engine helps brands discover what experience delights each customer the most, through iteration and experimentation at all touchpoints and in all channels.
• The Taplytics Engagement Platform helps marketers create contextual pathways of engagement with their customers, no matter where they are.
• Taplytics Launch Control helps brands mitigate the risk of failure by allowing them to launch and roll-out new features or products incrementally to their customers. Real-time feedback can be monitored during the launch, and if anything goes wrong, these features or products can be immediately rolled back.
• Taplytics Analytics helps teams own the data they need. Teams are able to build custom dashboard and reports without relying on shared data teams and resources.
• Taplytics Data Warehouse helps put data at the center of customer experience decisions. Brands can house and analyze their data from any source all in one place to gain further insight on their customer.
• Taplytics AI – Dexter helps teams identify areas of opportunity to improve customer experiences at every touch point. Through machine learning, Dexter can not only help automate processes, but surface areas of the customer journey to make the highest positive impact

For the new-age digital organizations, what are the major challenges in identifying and transforming meaningful customer experience and engagement strategies?

New-age digital products need to evolve as their fast-paced customers do. This is one of the largest challenges that modern brands are facing. Product cycles are long, which sometimes means that by the time a product hits the market, there is a gap between what’s been created and what customers need. Successful companies we have worked with have overcome this by adopting a culture of experimentation that helps them iterate and produce faster.

Our innovative clients like Ticketmaster, Chick-Fil-A, and CBS have adopted and owned this culture of experimentation. One thing they all have in common is their dedication to testing new customer-facing ideas by quickly launching variations to real users. This form of rapid hypothesis testing helps them gain real-time insight into how customers are engaging with the new solutions. Using customer data to determine which variation of the experience adds more value is what truly makes these brands customer-centric.

That said, implementing a culture of experimentation is no easy feat. It requires buy-in from the whole team, constant collaboration, and a willingness to try ideas that come from anyone in the company. Additionally, the team can’t be afraid of failure. Failures create teachable moments, and the faster teams make mistakes, the faster they will be able to learn about their customers’ needs.

What are your predictions for mobile and web experience and experimentation platforms in 2018? What marketing technologies are you keen to follow in 2018? Thank you for participating in the TechBytes Series.

I view mobile as the future, and as a result, it’s at the core of everything we build. The brands that prioritize mobile as a core competency are the ones who will excel. They understand that their customers interact with them through a minimum of five channels, and they recognize the importance of delivering contextual experiences. We’re already seeing that the brands who don’t think this way are being left behind.

As personalization becomes more of an expectation than a perk, AI is definitely going to be a focal point for experimentation platforms. There is going to be a need for granularity that is not fulfilled with traditional cohort analysis. Brands need the ability to understand each user as an individual, and I see AI being an enabling force to this. It will help brands understand where there are gaps in the user experience and think differently about how they should think about filling those gaps.

Thanks for chatting with us, Cobi.
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