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AbsolutData: building their first AI product
AbsolutData was a global analytics company serving large consumer brands, later acquired by Infogain. It had deep analytical services expertise and a decision to make that many services businesses face: whether to turn that expertise into a product it could sell repeatedly rather than deliver one engagement at a time.
LOCATION
Alameda, California, United States
COMPANY SIZE
Mid-scale Enterprise
INDUSTRY
Marketing and Advertising Technology › Explore solutions for this industry
Navik Converter, a marketing analytics product
The product had to do something a consulting engagement could not. It had to let a business user, rather than an analyst, run a marketing campaign against a specific commercial goal and get back the insight and the decision metrics to act on, without a data scientist in the loop for every question.
ThirdEye Data built it. The analytical work was designed as a set of programs that chain together, each handling one part of the path from raw campaign and customer data through to the metrics a marketer actually makes decisions on. It was among the first products of its kind built on Google Cloud Platform, at a point when that was an unusual choice and the patterns for doing it well were not yet established.
Navik Converter became AbsolutData’s first AI product and the foundation of the Navik product line. Google wrote about it publicly.
AbsolutData was subsequently acquired by Infogain.
Related solution: building AI products for companies that sell them
There is a real difference between building an analytical system for internal use and building one that a company will sell. An internal system can assume the people using it understand the data. A product cannot. It has to be robust against inputs nobody anticipated, explainable to a buyer who will not accept a black box, and operable by someone who was not in the room when it was designed.
ThirdEye Data has built first products for companies whose expertise was analytical but whose engineering capacity was not, and for companies moving from services revenue to product revenue. That transition is where most of the risk sits. The technical work is tractable. The harder part is deciding what the product refuses to do, because a product that tries to cover every case a consulting team used to handle by hand never ships.
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