lelRapipago, a non-bank payment and billing channel, is the most important transactional network in Argentina, serving six million people each month. We helped them implement a solution that allows them to identify frequent customers through big data and data science technology.
INITIAL DIFFICULTIES
In a world where contact with customers may take many forms, some as fleeting as a simple “like”, it takes more and more effort for companies to acquire customers and build loyalty. There are also more and more companies whose value is measured by the quality and quantity of their customer portfolio. Having a wide base of loyal customers allows them to carry out cross-selling initiatives, the value of which can actually surpass the value of their current business.
However, there are also many companies, ranging from large retailers to service providers, whose enormous group of frequent users are completely anonymous, since their transactions do not necessarily record or require any precise personal information. One such company is Gire, which provides smart information processing services for billing and payment solutions, and operates the top non-bank payment and billing channel in Argentina: Rapipago.
A SUCCESSFUL SOLUTION
To respond to this challenge, Practia created and implemented a solution that allows Rapipago to identify individual frequent customers, using big data and data science technology. This solution implies utilizing and interpreting diverse sources of information and large volumes of data. This allowed us to: define a consistent conceptual model; prepare and install appropriate tools for processing the data; input the data into a graph database like Neo4j, in order to create a central repository that can be consulted or manipulated; design business-oriented, heuristics-based algorithms that can identify recurrences as well as operate with unstructured data and incomplete information; and, finally, implement a solution based on data analysis techniques like decision trees and clustering algorithms.
THE KEY TO SUCCESS
It was Practia’s Research, Development, and Innovation team — an interdisciplinary group of experts, including data scientists, database administrators, business and technical specialists — and their unwavering commitment to excellence that truly made this project possible. Also critical for success was the use of a set of innovative, flexible, and powerful technologies and tactics that allowed the team to respond to the client’s needs in a practical and economical way.
