Marketers juggle between six and ten technologies daily. These technologies assist marketers with tracking customer interactions on online shops and mobile apps, updating product availability, maintaining marketing data, analysing marketing performance and so much more.
One of the biggest challenges marketers face today is breaking down those data silos and integrating them into the big picture. Without a middleware, marketers would need to access the figures of all the different systems, consolidate the reports via an Excel sheet, before they could start to see the big picture and make data driven decisions. The more complicated the ecosystem, the more time and energy would need to be invested before even reaching the analysis phase. The middleware concept that Ingenious Enterprise embodies solves this problem.
Why is Ingenious Enterprise the solution?
Our middleware platform connects these various technologies and systems together centrally, and automatically, so you only need to go to Ingenious Enterprise to get the whole picture. Our technology automates the tedious manual work marketers would normally need to do by automatically collecting, aligning and structuring all marketing data, so marketers can make sense of their digital world straight away and therefore can start making decisions quicker too.
It does so by connecting the system of engagement (customer interactions) with the system of record (internal systems and databases) onto one platform and bringing structure to the data to form a coherent picture of the overall marketing ecosystem.
I. System of engagement (gathering data from customer interactions)
The system of engagement focuses on accurately collecting all data surrounding customer interactions with your brand. This includes their activities on your website, social media channels, search and mobile.
Ingenious Enterprise does so via first-party tracking, which means tracking from your own domain to surpass ad-blocking technologies.
The advantage of tracking all your activities on a single platform ensures that all your data is being tracked and structured uniformly, so you won’t have to worry about data compatibility or about comparing apples with pears.
II. System of record (aligning information with internal databases)
The system of record focuses on connecting data with and from your existing internal systems.
It is normal that merchants have their own preferred ERP systems or data warehouses, that enables them to keep better track of product availabilities, both online and offline.
Ingenious Enterprise enables the alignment of information via its API and external reference mapping. It essentially connects unique IDs from the system of engagement with the unique IDs found in their own internal databases. By matching the two together, merchants and other online businesses can automate validations and keep their data up-to-date and in real-time on a single platform
A middleware with intelligence
While the term “middleware” often refers to something that simply puts two things together, Ingenious Enterprise is much more than just that, it’s a middleware with intelligence. With all marketing activities tracked uniformly on this platform, marketers can attribute them accurately through their preferred customized models, validate the transactions automatically also across their internal databases.
It even allows marketers to connect selected bank accounts to the platform for full automation of financial processes, and simplify the payout process to their partners.
As a white-label platform, organisations can make their Ingenious Enterprise platform theirs through customisation of their look and feel, as well as rules, goals and reports. Through automated data transfers, the platform enables marketers gain insights for the reallocation and optimization of marketing investments, and thereby win efficiency and sales.
