The world is evolving faster than we can keep up with, so are the way we interact, react, choose and engage with information and advertisement. These information and ads lead us or so to say influence us to one product/service over the other. I also remember when I was a kid some big brand campaigns used to drop leaflets from a helicopter over the city and kids used to run, collect and bring it to parents, We moved from an era of billboards, newspaper and leaflets to a time of smart advertisement delivered through smart devices not only to build engagement but also to collect tons of data, user behavior, likes and dislikes and most important context.

Context is everything; this is the future, while brands in the past used to shoot in the dark hoping to catch the customers by carpet bombing the market. They are slowly realizing that it's actually hurting their brand more than adding value. Reaching the right customer at the right time is the nirvana which brands want to achieve today. Making it extremely effective with less efforts, and reduces the cost of marketing, helping bring the product or service price down making it more competitive.

While some brands are unaware and still following the old traditional models, a lot of brands with new age thinking have started adapting this approach and building much higher adaption and beating their competition even before they realize and take counter measures. Brands have started using data mining, behavior mapping, insight builder, AI, prediction, bots as technologies to build user profiling and then pitching them the right thing at the right time. To give an example, I bought a drone over eBay few months back and ever since I am being re targeted on any website visit with drones, yes I am a potential customer who can buy a drone, yes I did search for it, yes I might be in the affordability category, yes I am a part of urban population, I might be fitting in all the

criteria but I have already bought it. Selling me accessories for the same is more effective rather than the same thing. While these are heavily pushed in the market as the best practices but the effectiveness of the same is not for every industry. I would believe if I donated for a cause once and one tries to retarget me it would still make sense. But knowing what was my mood and circumstance and environment, influenced by may be the emotional video, or I had relatable stories which lead to me taking that decision is more important and then reaching out to me with the right contextual product and service is where closures will happen in a snap.

Reaching the right customer at the right time is the nirvana which brands want to achieve today

We have two companies in this space SSN Solution focusing on data mining, behavior mapping and finally profiling a user and then layering a predictive algorithm which can actually find the context mapping and actually delivering a product or service promotion which is what the person was looking for. This becomes so effective that we can move sales closures up by few 100 times. Industries which today have a conversion of 0.02% can move up to 5-8% of conversation and from the rest, 92-95% still buys the same product type but a different brand, so the accuracy can be almost 95-98%.

The second company Wyze AI (Wyze Bot) is focusing on bots which is the next big wave coming in the digital engagement industry and would shake up the market in many ways. We deploy chat bots and map behavior and create personalization leading to a smart, effective, meaningful conversation and engagement with users again delivering the product and service which are contextually right for the customer. Bots are like your 20 year old Ramu kaka, who has not only raised you almost as a family, but also knows all your likes and dislikes and that too contextually, meaning how hot should your tea be, how much sugar, how many times, what time, with what snack and the configuration changes instantly if my mood is different or people around me are different like if I have friends at home. Now there are 1000s of these pre set configurations running in his mind for each member of the family to be adapted, reconfigured, modified, re-sequenced and applied depending on the environmental variables. Ramu kaka took 20 years to achieve this and is now an integral part of the family and the family kind of circulates around him now. A bot is going to do the exact same things in the same manner just that it can do it way faster and with fewer mistakes. One can have general bots like Siri, while there will be specialized bots which will do job hunts for you, find your next rented house, buy your next super bike, find you the best restaurants as per your profile and affordability and maybe even a date. The customer service and self-serve industry will totally migrate to bots in few years. All these are just one common goal, context is everything. We are leveraging this new found strength across all our companies and have found significant, very healthy and sustainable growth with happy customers.