Synerize it is a platform data management and customer experience based on artificial intelligence. Its ecosystem includes a suite of data, analytics, personalization, and automation tools for marketing, sales, and growth teams. This tool helps businesses of all sizes work with data to create personalized experiences and accelerate sales. To delve a little deeper into this field, we are going to talk to Tomasz Smardzewski (, 1975), responsible for the expansion of in Spain and Latam.
Hello Tomasz. First of all, tell us briefly what Synerise is and what help it offers to eCommerce
Synerise is a platform that changes and simplifies the way of working with data: allows you to collect customer behavior data, enrich it with other sources, analyze it and activate it in real time, offering personalized experiences. From a single application eCommerce can personalize the contents of its pages, product recommendations, search results, communications in channels such as email, sms, chat, dynamic content or webpush, automate recovery of abandoned carts, etc. All this with real-time analytics and artificial intelligence. And this for what? well for sell more and offer better shopping experiences to the clients.
Synerise was founded in 2013, but the platform did not go live until 2016. What changes occurred during those years? What was its evolution?
We start from a great and brave vision: In the future, the winning companies will be those that are able to capture the data of interactions with their customers at all points of contact, analyze it in real time with the help of artificial intelligence, and activate it instantly to offer hyper-personalized experiences. From there began the development of an open platform, easy to integrate with any application, with a set of functionalities for data analysis, intelligent engines for recommendations, promotions, a search engine, and martech tools for activating campaigns. We spent the first years developing the platform and only started offering it when we were able to cover the entire chain from data capture to omnichannel activation. we quickly got drive with more demanding and innovative customers in our native market. The platform is still alive, every quarter there are news and improvements. Our customers influence their development by asking for solutions for new use cases. All customers always have the latest.
How do you think the automation and customization ecosystem has changed in the last 5 years?
There is a general consensus that automation brings benefits and intelligent personalization is good for the customer experience and dramatically improves conversion. What is the problem? That there are endless tools for different use cases that make management complex – many companies separately use applications to manage campaigns on different channels, a recommendation engine, another for the search engine. The apps “don’t talk to each other”, they don’t pull the same data, etc. From there I see more and more companies looking for simplify the technology stack to work in a more agile and coordinated way, creating synergies between different impacts and interactions with clients. Needed more speed, automation and intelligence. And this is offered by platforms like ours.
How do you think a tool like this helps marketing and sales teams?
I would highlight 3 aspects. First, simplification – all actions and campaigns can be managed from a single tool. Second, agility – it is quick to launch any idea or campaign, test it, make decisions and automate what works. Third, the control – Offers real-time visibility into key data about what the business is going through.
Where do you think personalization is today?
As clients, we expect personalized experiences: we value positively when brands make things easier for us by suggesting content that may interest us or reminding us of a product that we may need. Having said that, the level of personalization applied by companies is low. It is not about putting the name in the title of an email. It is to apply a set of strategies based on data to proactively and in an automated way offer contextualized experiences, relevant in the moment. We are lucky to work with many clients who are leaders in personalization in their businesses. But most companies in the market still have a long way to go.
What kind of clients does Synerise use? What is your ideal client?
We mainly work with clients in retail Y eCommerce, but we also have large clients in the financial, telecommunications and automotive sectors. Our ideal client is a company with big data volumes of interactions and transactions with customers, various contact channels. There, our data technology and artificial intelligence solutions allow us to extract additional value that is not available to traditional solutions. At eCommerce we work with clients of all sizes.
What aspects do you think make Synerise different from its competitors?
Without any Doubt how complete the platform is – is a regular feedback we receive and what our customers value. In a single platform you have a multitude of tools for personalizing and managing customer interactions. this together with the best artificial intelligence solutions for personalization – there is a lot of “smoke” about AI, everyone says they offer it. We put our algorithms to compete with the world giants in competitions like RecSys… and they win. Our AI Research team systematically publishes our progress and shares solutions on OpenSource. And the most important, the customer success team that helps with implementation and inspires with new use cases.
How can an eCommerce use and take advantage of a tool like Synerise?
Thinking about how to generate a quick return for an eCommerce, I would start with the implementation of our AI Recommendations product recommendation engine at different points of contact with the customer: the home page, product pages, the basket and emails. I would complement it with AI search engine. would implement abandoned cart recovery campaigns for customers with and without emails. From there he would work with Analytics to define audiences for different marketing actions: RFE / RFM segmentation, new visitors coming from paid campaigns, promotions, etc. The most advanced eCommerce use our predictions module AI Predictions to identify candidates for your campaigns based on product, category, or brand propensity. This way they optimize their actions and achieve better conversions.
I invite everyone, clients and non-clients, to follow our profile on Y subscribe to our . Every week we share ideas on how to squeeze the data to configure new value use cases.
What advice would you give our readers about the personalization experience in marketing and sales?
If you still don’t apply the customization strategies, start, it’s easy. Customers value personalization, and personalization improves sales and conversion rates. Technology is here to help you and is available to any type of business. Start with simple quick return use cases. I recommend analyzing the steps of (or your funnel) and identifying at least one customization opportunity for each phase.
To give some ideas, I recommend the article we have prepared on the . I also recommend that with a few simple actions they have been able to extract value from their data, or other available .
How do you imagine this ecosystem in 5 years?
I think in the data realm there will be less reliance on tools like Google Analytics in favor of CPD (Customer Data Platform) class solutions that allow you to work directly with the first-party data. I imagine the most open ecosystem, where thanks to APIs we can use different tools to automate and enrich interactions with customers. Thanks to everything related to privacy and consentscustomers are going to demand a higher and more ethical level of personalization. Finally, the market will validate which artificial intelligence solutions they really help to monetize the data.
And finally, what title would you like to see about Synerise in in 5 years?
«Synerise, the preferred application of businesses to squeeze the value of data».
quick quiz
- What is the first social network you open in the day? Instagram.
- iOS or Android? Android.
- App or website? It depends with whom and for what. 😜
- In which eCommerce and how long ago did you make your last online purchase? I live.
- And it was? Some favorite Grenache wines from DO Almansa, I’m a fan.
- Last book read? The power of introverts.
- Recommend us a fiction series. The Sinner.
- What is your favorite thing to do that has nothing to do with digital? Travel and dive.
- Let’s spin a magic chain: Which acquaintance of yours (from another company) do you think we should interview? Lula de León, from Diga33, design very nice online stores.
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