Annalect Finland, the data and analytics division of Omnicom Media Group Finland Oy, has developed a groundbreaking web analytics model that enables more efficient utilisation of data collected from websites to support business operations. The model makes advanced AI and machine learning methods widely available to all analysts and companies. The new model is currently being tested in a pilot project with the Finnish shipping company Tallink Silja Oy. Tallink Silja Oy is part of the AS Tallink Grupp, which is one of the leading passenger shipping companies on the Baltic Sea.
Annalect Finland has been invited to publish a new web analytics model developed entirely in Finland at the biggest European digital analytics conference, Superweek, in Hungary on 1 February 2017.
Utilising machine learning, advanced analytical tools and AI to support business operations is today’s hot topic. The web analytics model developed by Annalect Finland is a revolutionary tool not only in Finland, but also in the international market. The model is based on the simultaneous utilisation of cutting-edge AI (Artificial Intelligence) and machine learning techniques, the power of the Annalect data and technology platform as well as a deep understanding of consumer behaviour and interests.
Websites gather more and more data about their visitors. The currently widely available methods for analysing online traffic and website usage are somewhat insufficient both in terms of their analytical depth and forecast performance. From a business perspective, however, reacting quickly at the right time and with the right actions is becoming one of the most important competitive advantages. Annalect Finland has managed to harness AI and machine learning applications to take the forecast performance and effectiveness of analytical tools to a whole new level compared to traditional web analytics models.
“We started to develop the model in the spring of 2016. We wanted to increase the value of web analytics by creating a user-friendly model that is markedly better than the currently available analytical methods. We wanted our model to utilise all user data collected by a website, and we also wanted it to be compatible with data from external sources. The key idea was to make advanced AI and machine learning methods available to all analysts and companies on a large scale,” Jussi Piri, the CEO of Annalect Finland, explains.
Compared to traditional models, the new model makes it more effective to find out the features, contents and marketing solutions of a website that most influence customer behaviour (i.e. the conversion) in different channels. The model’s forecasting performance is second to none: it can forecast a visitor’s purchase behaviour in a matter of milliseconds right when the page loads. The model can cluster different visitors into different groups based on similarities in behavioural data as the nature of the reasons of conversion can be very different between different groups.
“We can use the findings produced by the model to better forecast and test factors such as media mixes, targeted advertisements, contents and website features. This means that we can operate more effectively and with more confidence, allowing our customers to base their decisions on information in more cases than in the past. The core idea of our model is better communication at a better time to the right people,” Jussi Piri says.
The innovative analytical model can be rolled out in just a few days. The new web analytics model is currently being tested in a pilot project with Tallink Silja Oy.
“We receive the majority of our sales through online channels. As such, being able to develop a better digital customer experience while improving our sales conversion rate at the same time is invaluable to us. In the pilot project with Annalect, we can utilise our usable data in more ways than we previously could, and the first results have been very promising,” Satu Puumala, the Sales&Development Manager of Tallink Silja Oy, explains.
Jussi Piri, Managing Director, Annalect Finland
tel. +358 (0)40 592 4933
Satu Puumala, Sales&Development Manager, Tallink Silja Oy
tel. +358 (0)40 670 7120
Annalect Finland is a division of Omnicom Media Group Finland. In Finland, Annalect is in close partnership with two strong media agencies, OMD Finland and ToinenPHD, making the Annalect office on Lintulahdenkatu in Helsinki a one-stop shop offering technological, analytical, marketing and customer understanding expertise. Globally, Annalect employs over 1000 data driven professionals. The team of Annalect Finland consists of about 40 data, technology, analytics and research experts. www.annalect.fi
Tallink Silja Oy is part of the AS Tallink Grupp, which is one of the leading passenger shipping companies on the Baltic Sea. The company vessels operate under Tallink brand from Helsinki to Tallinn and under Silja Line brand from Turku to Stockholm, via Åland. Tallinks Silja Oy employs 500 people ashore and 1000 people onboard. AS Tallink Grupp is listed in Tallinn stock exchange. www.tallinksilja.fi
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