Entropia has launched Elon, an omnichannel customer journey mapping platform developed in-house. Elon is expected to integrate the data footprint across campaigns, CRM, website, e-commerce, customer service and in store.
This integration allows for a comprehensive picture of consumers, their journey with the brand and where they might be in the purchase funnel, allowing for better segmentation, proposition building and messaging. The agency said in a statement that it believes the future of commerce is personal and anticipatory. Customers will increasingly expect that businesses do not just respond to them, but are able to anticipate their needs as well as bring hyper relevance in their approach.
Prashant Kumar, senior partner, Entropia, said personalisation is going to be the next "P" of marketing. "People interact with brands across different channels and platforms, and they expect brands to have a full picture. Elon is there to help clients build people-centric rather than platform-centric businesses. We are excited," he said.
Meanwhile, Taher Chhabrawala (pictured right), head of technology for Entropia said businesses are moving from the world of data evangelism to data realism. "Elon is conceived to breach the data silos and bring this facility to clients who may not yet be ready for full cloud, but want customisation, ownership, affordability and security," he said.
Sourabh Agrawal (pictured left), head of CX for Entropia, added that Elon is yet another piece in the agency's efforts to bring seamless integration between campaigns, CRM and commerce. "It completes the loop on our Integrity planning process and personalized creativity offering – both of which run across the journey," he added.
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