At IBC2019, back office vendor Paywizard is showcasing Paywizard Singula, an artificial intelligence (AI)-based subscriber analytics platform. Based on Microsoft Azure AI, Singula is intended to provide subscriber intelligence and identify the "next best action" that pay TV operators and over-the-top (OTT) video providers can take to boost customer engagement. The platform leverages AI and machine learning to help operators to proactively build subscriber loyalty, grow average revenue per user and acquire new customers.
Paywizard is demonstrating Singula at the Microsoft stand, highlighting a number of beta trials. In one customer acquisition campaign for Racing TV, a horse racing channel in the UK and Ireland, Singula was able to double the conversion rate while being able to predict with more than 94% accuracy high-risk churners in a free trial program, the company says.
"Singula empowers OTT and pay TV providers such as Racing TV to transform their customer experience and better engage with subscribers at each and every stage of the subscriber journey," said Bhavesh Vaghela, Paywizard's chief executive. "Our research shows operators are struggling to proactively leverage customer data. In fact, we see many organizations trying to predict behavior, such as churn, but most are failing to leverage this insight in real time to positively impact the customer's experience."
Singula is designed to let TV service providers draw on available customer data - including billing, viewing, demographic and behavioral insights - in real time to gain a full view of each subscriber at key stages of the customer journey.
"By continually learning from campaigns, offers, promotions and customer engagement, Singula is able to hone in on the most effective action to take, driving real business results throughout the customer lifecycle," Vaghela said.
The platform is designed to create a Single Customer View of each subscriber and to utilize predictive models, created in collaboration with the data science center at Edinburgh University, to determine next best actions that reflect where that subscriber is in the customer journey, their value as a customer, their likely response and other factors. The action can be a timely promotional offer, an informative communication, or even to simply do nothing.
Singula also helps identify the most appropriate channel to execute the action, which can include an in-app notification, social media advertising, a text to a smartphone, an e-mail, communication via an electronic programming guide, a customized user interface, web chat, or contact from an agent. It then captures the result via a feedback loop that utilizes machine learning to update the analytical models.
