There is an air gap between customer engagement and behavioral data. I talk with Bhavesh Vaghela, CEO of the newly renamed Singula Decisions, to understand the three steps your video business needs to take to bridge the gap, and how the subscription scorecard helps you do it.
Chapter 1: Paywizard becomes Singula Decisions (0:27)
Mr. Vaghela explains that as Paywizard, the company had been increasing its focus on data and analytics through its Singula product. Singula won AI Product of the Year at NAB 2019. Since then, customer demand has moved the company to make Singula its primary business, and Singula Decisions the company name.
Chapter 2: The Air Gap (1:46)
Singular seeks to help customers find the best growth model for their subscription businesses. To do it, the company facilitates a customer in isolating where the air gap is between subscriber engagement and behavioral data. Singula Product Intelligence helps pay video service providers to bridge the gap. Rather than creating reports and dashboards summarizing the data, it provides actionable information.
Chapter 3: Three steps to bridging the gap (4:36)
There are three steps to bridging the air gap, according to Mr. Vaghela:
- Understand what lifecycle stage a customer is at with the service
- Establish the trajectory of their relationship with the service
- Come up with a plan to positively change that trajectory.
Chapter 4: The subscription scorecard (5:41)
Mr. Vaghela introduces the concept of the video subscription scorecard. He says it is a critical tool in establishing a customer’s trajectory with a pay online TV service.
Chapter 5: How the scorecard is used (6:32)
Six key elements go into creating the subscription scorecard, according to Mr. Vaghela. Understanding them allows an operator to classify and manage customers in different ways, even though they may appear to be at the same stage in their relationship with the service. He gives an example of two customers that are at the “consuming” stage but are on entirely different trajectories with the service.
Chapter 6: Why just having data is not enough (9:32)
Service providers are awash in data, and there are plenty of companies with tools to give them different views of it. However, what they need, according to Mr. Vaghela, is to know what will make a positive impact on the parameters that drive their business.