And who are we to argue. So whilst the value of decision software’s promise has never been in doubt, the application of such was a different matter entirely.
So what’s changed? For one thing, the sheer scale and amount of data available electronically has given extra impetus to an automated solution. Additionally, the reduction in complexity of using the necessary expert systems and the development of open sourced software means that for the first time, real automated decision making is now within the grasp of many businesses.
Leading the charge is Omny Link, Ergo Digital’s technology arm, and with the development of One Decision, a collaboration between Omny Link and industry heavyweights Alfresco and Signavio, this early promise is now being realised. So much so, that a big 5 consultancy firm is working with us on a national European project.
So what sort of applications and industries lend themselves to decision management software? The most appropriate situations, unsurprisingly, are the ones where decisions need to be made frequently and rapidly. The knowledge and decision criteria have to be structured to a high degree and include a thorough understanding of the factors to be taken into account. If you can codify the decision rules and have access to high quality data, then away you go!
The obvious industries ripe for implementation include insurance (particularly underwriting) law, banking and travel. But the applications for this technology are only now being seriously realised. For example, within the marketing roles of SMEs, provided one is able to define the rules engine (a set of business rules that use conditional statements to address) the organisation in question would be able to apply automated decisions to their day-to-day working thereby enabling them to do more with less, and freeing up their managers to concentrate on their more important activities.
In the next blog, we’ll discuss how coupling decision software with workflow applications via the cloud and API connectivity is enabling dynamic companies to manage their workflows more effectively.
¹ MIT technology Review January 2014
Together with Unloq, we explored different content strategies that would increase their AI search rankings. We decided to implement a series of white papers to the site, which are commonplace in the mergers and acquisitions industry.
Each white paper included various citations from verified sources, and the content was impartial and balanced. This is extremely beneficial for AISEO, as LLMs cite sources which they deem as well-informed and unbiased.
AI LLMs cite sources which they deem as balanced and well-informed. So, we decided to add a series of comprehensive technical documents to the Vistafolia site, including one evaluating ‘Living vs. Artificial Green Walls’.
The document serves multiple purposes. It is live on the site menu to be viewed, should people be interested in reading it, and optimised for SEO, but it is also cited by LLMs (including ChatGPT) when someone asks a related question – for example “evaluate living vs. artificial green walls”.
Vistafolia sell artificial green walls, but their website isn’t e-commerce. They sell through conversations, and in order to have these conversations their ads need to be fine-tuned to target the correct demographics.
We have worked with them to increase the quality of their enquiries, moving from a significant number of low-intent brochure requests to higher-intent detailed enquiries, meeting bookings and calls.
Three different websites, covering all continents and over sixty countries. Two are e-commerce, one is lead-generation and all need to be tracked, measured and accounted for.
It’s hardly a simple task, but one we are up to. Having helped quadruple their online sales in the UK, we are now ramping up North America and the rest of the world.
The artificial green wall market has become increasingly saturated in recent times, meaning generating organic traffic is more important than ever.
We built a list of target keywords, and optimised Vistafolia’s site for SEO, in order to help them rank on organic search. This optimisation also covers the inclusion of comprehensive technical documents, which have SEO and AISEO benefits.
Each visit to Nautilus’ website is valuable, due to the specialised nature of their field. Instead of prioritising quantity, we put more emphasis on generating high-quality inquiries.
Through our analysis, we identified specific keywords that were highly effective in generating leads for Nautilus. To capitalise on this, we created two separate websites catering to different audiences, tailoring them to different sets of keyword clusters.
Tree houses and climbing frames are really easy to share, every family loves some active play. However, for Gardenatics we needed to make sure that we selected the right strategies for the right platforms.
In particular, the Pinterest channel we created for them gave great scope and leverage for the brand, as photos of builds were pinned far and wide and, given the bespoke nature of the constructions – future customers knew the best brand to help them with their garden was, of course, our client.
Unloq’s aim is to stand out and be different in the M&A world, but at the same time, to give confidence in the services they offer. They have to both be confident and discreet, persuasive but measured.
Our social media strategy is to ensure that we use a combination of videos, stings, dynamic messages and text to continue to reinforce the values and services which make our client the best route to inorganic business growth.
High-value, low-volume email marketing requires a specialised approach. One that speaks the right language to partners, clients and prospects, whilst underpinning the values that make Unloq’s services unique.
With split lists, containing some shared and some unique content, we have created variety without the overhead of coming up with three completely new emails every time. Precise, targeted and confident – just like our client.
With a wide range of products, applications and service offerings, HCL could be seen as demanding. Yet, by integrating segmentation techniques on company size, sector and purchase history, we are able to choose the audiences to send emails to, and uncover what works.
Each email is scoped, the audience identified, professionally written, designed and then integrated with tracking from within the email as well as through analytics.
Driving traffic with no clear understanding of revenues or profitability
Intent led, tracked and accounted for profitable marketing spend
An unsteady flow of low-quality enquiries yielding little business
Motivated enquiries, in the buying cycle, who fit your ideal target market
Business critical tasks relying on staff time, subject to user error
Make processes more efficient, thorough, predictable and measurable
I spend most of my development budget fixing errors and bugs
Fast and reliable cash-generative e-commerce and lead generation websites
My organic traffic is not translating to the bottom line
Rankings with purpose, targeting your converting keywords
Dated branding which doesn’t match the quality of your business
Modern, digital, flexible brand, guidelines, messaging and identity
Low resolution homebrew quality with little impact
Short, sharp videos designed specifically for the right media channel
Marketing visuals that fail to engage your audiences
Smart, precise imagery demonstrating design with purpose
Lack of regular contact with previous customers and clients
A clearly segmented customer base with fine-tuned strategies for repeat business
I have analytics, but it doesn’t help with our decision-making
A connected analytics layer providing confidence in tactical and strategic marketing work
Vaguely written aggregated words with little meaning
Refined, considered and targeted persuasive copy with calls to action
Finding it a challenge to come up with quality ideas and engagement
Well-considered, precise, relatable and polished content
Occasional ad-hoc generic email communications
Focused varied marketing content, adapted to suit customer profiles
A store where most of your budget fixing bugs and maintaining
A store where the stock, turnover, margins and yield dwarfs the marketing spend
Leads and customers are mainly in spreadsheets and inboxes
Win and retain more business by selecting the right CRM and systems
Outdated systems with inaccessible or incomplete information
Joined up, cloud-based systems which optimise operations
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