Razorfish Cracks Code Of Creativity With New Data Intelligence

Razorfish has launched a new data intelligence platform, COSMOS, a first-of-its-kind offering that uniquely combines cognitive algorithms, data intelligence and machine learning to create timely, relevant and seamless brand experiences across all touch points.

The platform was debuted during Razorfish’s main stage seminar, titled “Cracking the Code of Creativity,” at the 2016 Cannes Lions International Festival of Creativity on Monday, June 20.

In partnership with Contagious Communications, the agency was given exclusive access to a 15-year archive of Cannes Lions awards submission data, which they analysed using COSMOS to devise a formula for creativity and demystify commonalities in award-winning work.

Powered by patent-pending artificial intelligence algorithms, COSMOS solves the challenge of fragmented audiences, disparate customer data sources and siloed brand experiences.

By mining behavioral data, and in turn predicting the needs, wants, and motivations across the entire customer journey, marketers are able to unlock new streams of revenue and create business impact.

“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.

“With COSMOS, we can now harness intelligence from online and offline data to create a single view of the customer, while at the same time creating experiences that will not only disrupt and drive growth for businesses but also improve the lives of their customers.”

COSMOS is modular, allowing organisations to either deploy the platform at scale or purchase need-based solutions that can be integrated with existing marketing and technology platforms. COSMOS learns, reasons and activates deep customer insights by introducing cognitive optimizations that drive loyalty, customer retention and experiences in a never-before-seen level of personalisation.

“Relevance has always been key in marketing. The opportunities to be highly relevant have increased tremendously with the omniscience of mobile and programmatic media,” said Rishad Tobaccowala, chief strategist, Publicis Groupe.

“By the same token, the difficulty in finding the right moment of interaction has also increased. Our digitally connected economy is forcing brands to fundamentally redefine the way in which they interact with consumers,.

“COSMOS helps solve this problem, unlocking moment marketing opportunities by quickly delivering data and insights that can be activated in real time across channels.”

The COSMOS intellectual property was developed and is led by Razorfish chief intelligence officer Samih Fadli and is fueled by more than 1,500 data consultants and 6,000 delivery resources across 21 countries globally.

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