
Fractal’s hyper personalization solution to power the best next experience for every customer at any stage of their relationship journey
What are the challenges faced by clients?
- Lack of Understanding - Consumer purchase decisions are irrational, often a function of their persona and context​
- Lack of Interconnectedness - Legacy data siloes prevent the business to understand consumer behavior holistically​
- Lack of Agility - Consumer decisioning is either rule-based or based on models which are static in nature and depreciate over time​
- Lack of Orchestration - Consumer outreach happens in a siloed manner often leading to communication fatigue and lower campaign responses
Key solution features which mitigate business challenges
Customer Genomics powers consumer decisioning with Intelligence & Emotions @Speed and Scale through always-on, automated and explainable AI

Customer 360 – Ingesting, processing, cleansing, and validating multiple datasets from various sources to create a single source of truth or a golden record for every customer using a responsible AI toolkit.
Consumer Insights Hub – Identifies triggers, insights, predictions, and drivers
• Customer DNA – Preferences, contextual behaviors, peer indexing, lifestyle, biases
• Customer Intent – Opportunity, product uptake, risk
• Dynamic Driver Detection – Decision and behavior explainability
Real-time Next Best Experience – Ensemble deep learning models to recommend the next best action/offer/product on the right channel at the right time with continuous feedback loop
Intervention and Execution Layer – Leverage design principles to create personalized recommendations on enterprise platforms (Sales, Marketing, CRM), customized dashboards or web/mobile applications
Orchestration – Master controller ensures always on automated customer decision making and end to end automated pipelines
Business impact delivered
- Franklin Templeton generates $600Mn in new assets with Customer Genomics
- 15 intelligent machine learning engines were technically deployed across 20 markets, generating >50k monthly insights for more than 2000 frontline members. AI/ML engines were designed, developed and implemented as per Ethical AI guidelines.
- 45% uplift in home loan application rates over control group for an ongoing campaign for a major Australian bank (use case: Home loan refinancing)
- 30% reduction in call center costs due to personalized customer experience on digital channels for a major P&C insurer
- Useful in prioritizing the right customer for right intervention based on their intent group in real-time thereby ensuring smooth customer experience on website/app
- 7x increase in CTR (click through rate) compared to historical CTR for the top 3 offers recommended on mobile app
Success stories
Business models
Customer Genomics has helped global B2B and B2C organizations transform their client experience roadmap.



Service:
Sales:
Marketing

-
and product -
and expertise
Roles to engage?​​
Buyer Job Roles:​Â
Consumer Analytics
Marketing
Sales leaders​
Company focus & Benefits:
Improved Sales
Improved Efficiency
Improved Customer Experience
Competitive Edge
Any domain both in a B2C as well as B2B context where an entity (for eg. customer, business, financial advisor, store etc.) is at the center of the problem
Fractal's value proposition




Google Cloud services used

Compute Engine

Cloud Composer

Cloud SQL

BigQuery

Dataflow

Data Plex

Cloud Storage

Vertex AI

Looker

Big Table

IAM

Logging
