Objectives of knowledge management

Q. Which criteria should someone selecting a vendor of personalisation technol-
ogy consider?
Clearly this will involve the factors affecting the return on investment and cost of own-
ership on one side and functional issues on the other.
Magiq aims to provide top- notch ROI by reducing deployment costs (via the tag- 
free deployment) and minimising operating costs by using the latest cloud- computing 
technology and by allowing users complete control over their expenditure with a simple 
traffic-banded rate. At the same time it is attempting to provide maximum return by pro-
viding usable/actionable data on the individual users and their interests, and by allowing 
one-to-one real-time personalisation (as opposed to the suck-it- and- see approaches 
provided by MVT tools and ‘ herd- behaviour’ approaches of product recommendation 
solutions).
From a functional perspective, each business needs to understand the functions 
it wants to implement to maximise the effectiveness of its online marketing and com-
munications. This will vary from business to business. Magiq’s range of simple-to-use 
apps attempts to provide powerful personalisation, optimisation and CRM solutions on 
normal PC and mobile platforms. Other solutions focus on features like product recom-
mendations and simple AB testing which are functions not provided by Magiq today.
Also, the roadmap of a supplier is important as investment in solutions in this area 
tends to be quite long- term (especially as the value and quality of customer data avail-
able grow). So it is important to choose suppliers with long- term commitment to the 
market, and a vision for the future.
So, for example, Magiq provides a good platform based on individual customer 
data, and we plan to extend the family of apps to embrace other applications like email 
campaigns, dynamic pricing, cross- channel data integration etc., and also extend it to 
embrace Flash, Flex and stand- alone apps created with Adobe AIR.