RK Associates LogoRK Associates offers a broad range of services that provide superlative experiences for prospects and customers, at each touchpoint and channel in the the customer journey, as well as acquisition, sales, average orders size, frequency of purchase and long-term loyalty for our clients. Through testing and analytics the objective is to continuously improve the ROI of digital assets and marketing initiatives.  Projects range from full-scale omnichannel strategy and transformation engagements to the execution of tactical projects that provide incremental improvements that provide quick wins, while contributing to significant, long-term competitive advantage and success.

UNDERLYING PRINCIPLES

Omnichannel Approach to Marketing & Commerce

To optimize marketing and commerce opportunities, we leverage multiple communications and sales channels ranging from owned (websites, chat, email, mobile apps, SMS, call center, and retail) paid (SEM, display ads, paid social, affiliate) and earned (SEO, social influence) and partner (affiliate, wholesale, reseller) channels.     

Customer Experience is Correlated with Business Success

Historically, interactions between businesses and customers have been defined from one perspective or the other.  Businesses provide products, marketing and services to grow their businesses.  On the flip-side, customer’s experience these interactions from their perspective.  With the rapid proliferation and commodification of products and services, customer experience has become a key differentiator in the marketplace. Positive experiences are required through all touch points and channels associated with each customer’s journey to improve marketing and sales outcomes.

Next Best Action (NBA) Personalizes Experience Across Channels

Next Best Action refers to the efforts of marketers to present the offer that customers are most likely to accept or any other content that is most appreciated by the customer.  When the right offer is made to the right customer, at the right time, via the right communication channel, the needs businesses and customers are both met. The key to NBA is to possess a 360 degree view of your customers.  This requires a data integration from multiple business functions and business units (preferably big data that can be brought together and into computer memory to crunch the results in real-time), extremely personalized content, knowledge of each channel’s interactions with customers via every other channel, predictive modeling, a decision engine as well as two elements of artificial intelligence: machine learning and natural language processing.  More details can be found on our blog post NBA: Next-Best Action for Businesses and Their Customers

Culture of Continuous Improvement

At RK Associates, we possess a strong discipline that enables rapid innovation and continuous improvement.  For every project, there are tangible objectives.  Each objective must be measurable so that marketing performance can be understood at any point in time, within any channel and customer segment. Market and competitive research, A/B and multivariate testing, along with web, campaign, voice of customer as well as social listening and analytics, provide the feedback to understand which of our marketing efforts are working and which are not.  This, in-turn, enables us to provide resources to scale what is working most effectively while scaling back or eliminating the efforts and costs associated with tactics that are not performing as well. is not working.  Collectively, this continuously improves the effectiveness and ROI of our initiatives as well the best possible experiences for customers.