Knowledge Facory launches Matchmaker
Through advanced insights and analytics capabilities, brands are now able to tell how many and which people are seriously committed to them and also understand those who aren't. Knowledge Factory, a Joburg-based insights and analytics company, has recently launched its Matchmaker capability, a holistic segmentation solution that provides the insights needed to target and position a product or service and anticipate the potential uptake...
Riona Naidu
Matchmaker identifies very specific and detailed insights related to consumer share. Riona Naidu, Head of Consulting Services of Knowledge Factory explained how this is achieved: "Using the Matchmaker methodology, we are able to marry client data with the Knowledge Factory's suburb intelligence products. Simply put, this allows us to segment the consumer according to behaviour types and drivers to see where the opportunities lie. We never claim to understand the client's 'universe' better than they do, but we can help them explore the 'universe' that they don't have."
Customisable
Naidu said that where Matchmaker works is by holistically showcasing what the market looks like versus what the client has and what opportunities they could tap into. This capability is customisable according to the client's data and begins by defining the business objectives and customer engagement strategy. The Knowledge Factory has already been putting it into practise, working together with major players in the telecommunications, entertainment and retail sectors.
So, what makes this functionality so powerful? Naidu believes this is thanks to the depth of the information it has access to via internal and external partnerships: "The Knowledge Factory's data vault has a myriad connections that include the more recent addition of touch-point data. This allows for unique insight into understanding the consumer at a more granular level."
