Relevance has always been key in marketing. The opportunities to be highly relevant have increased tremendously with the omniscience of mobile and expanding programmatic media which is why Razorfish is introducing Cosmos, a new platform based on what it calls the next generation of data intelligence.
Powered by patent-pending artificial intelligence algorithms, Cosmos harnesses intelligence from online and offline data to create a single view of the customer. Marketers then can mine this behavioral data in order to predict the needs, wants, and motivations of consumers across the customer journey.
"Our digitally connected economy is forcing brands to fundamentally redefine the way in which they interact with consumers,” said Rishad Tobaccowala, chief strategist, Publicis Groupe. “Cosmos helps solve this problem, unlocking moment marketing opportunities by quickly delivering data and insights that can be activated in real time across channels.”
Cosmos is led by Samih Fadli, chief intelligence officer, Razorfish. The platform incorporates more than 1,500 data consultants and 6,000 delivery resources across 21 countries globally. The system is modular, allowing organizations to either deploy the platform at scale or purchase need-based solutions that can be integrated with existing marketing and technology platforms.
The platform first debuted during Razorfish’s “Cracking the Code of Creativity” presentation at the 2016 Cannes Lions International Festival of Creativity. The speakers revealed research that devised a formula for creativity and demystified commonalities in award-winning work.
Razorfish claims it is the only agency in the industry to have created this type of platform. “New business models are changing old paradigms and companies must now adapt to connect with consumers who are more empowered than previous generations, with more touch points than ever before,” said Shannon Denton, chief executive officer, Razorfish.