CIEK Solutions
Demystifying Customer Analytics

The MarTech market is flooded with solutions promising customer analytics. The off-theshelf technologies, however, fail to level with the plurality of market trends, customer preferences, touchpoints, and communication channels, making it a real struggle for businesses to conduct customer journey mapping and analysis.

Neeraj Kulkarni, President and Chief Data Scientist at CIEK Solutions, says, “We believe technology alone cannot solve the pain points around customer journey analytics. Companies should see it as a practice rather than a technology solution initiative.”

CIEK’s proprietary data science processes take into account clients’ customer touchpoint data, and leverages broader unstructured data—pertaining to, say, opinions and surveys—and knowledge of domain experts. With smarter predictive analytics capabilities that can understand the complex interactions between various channels, CIEK helps clients track and analyze cross-channel user behavior and improve ROI on various touchpoints. This is crucial to seamlessly dealing with diverse omnichannel marketing modalities and customer preferences that are challenged by today’s purchase funnels and customer engagement goals.

CIEK strives to be in perfect alignment with its clients’ analytics maturity. From breaking data siloes, and aggregating and cleansing data in cloud environments for customer touchpoint mapping, to enabling advanced notions of customer journey analytics, such as channel optimization and customer lifetime value analytics, CIEK does it all. The company’s analytics competencies include customer analytics, marketing mix optimization, multi-touch attribution, new market/product analysis, the voice of customer analysis, and promotional/price optimization analytics.

At its core, CIEK is an organization specializing in marketing data science led by marketing, media and consulting veterans— some of who also work for universities as adjunct professors. The company has positioned itself to stay abreast with the advancements in marketing analytics while cultivating a rich talent pool of young data scientists and marketing professionals. As much as CIEK is capable of serving clients with the latest and best in analytics, it does not shy away from partnering with prominent MarTech solution providers and subject/industry matter experts and consultants to offer streamlined, holistic, and cut-out analytics services to its clients.

The success stories that CIEK has scripted are numerous. It helped a retailer in the luxury furniture segment in analyzing the efficacy of their digital channels and make informed decisions with regard to marketing spending. CIEK brought its marketing data together by leveraging tools from its cloud (AWS) environment and custom SQL, Python & cloud programming. Looking at customer touchpoint data from various digital and offline communication channels, call centers, and even store outlets, CIEK was able to deliver several informational nuggets. For instance, the client found that pandemic lockdown situations shortened potential customers’ time to purchase from three to four weeks to just five to six days. Aligning their marketing efforts across touchpoints enabled the retailer to achieve an 18 percent growth in in-store sales alone.

We believe technology alone cannot solve the pain points around customer journey analytics. Companies should see it as a practice rather than a technology solution initiative

CIEK recently undertook a customer segmentation exercise for an e-commerce client that enabled them to identify 12 new segments, five of which were high-growth, and high-value. In another instance, the company ran churn analytics for a telecom client, which evidenced several call center related services and promotions issues as the cause for high customer churn.

Helping companies in breaking data siloes, integrating data, and demystifying marketing and customer analytics, CIEK continues to script many such success stories. The company is rooted in an agile startup culture that scales with its growth.