Revolutionizing Marketing: How Infosys Aster™ Delivers Hyper-Personalized Experiences at Scale

CXOToday has engaged in an exclusive interview with Balaji Sampath, SVP and Segment Head – Marketing, Infosys

1. How does Infosys Aster^TM specifically address the challenge of delivering hyper-personalized customer experiences in today’s competitive market?

Infosys Aster^TM is an AI-amplified marketing suite that delivers engaging brand experiences, enhances marketing efficiency and accelerates business growth. It leverages advanced AI capabilities to analyze vast amounts of customer data in real time, enabling brands to craft marketing strategies that truly resonate with individual preferences and behaviors.

Our solution for Real-time Hyper-Personalization at Scale is both holistic and fully integrated. It seamlessly weaves together platforms to create a comprehensive Martech circuit. This involves Enterprise Systems, Data Platforms, AI-based Intelligence and Insights Engines, Marketing Activation Tools, and Digital Experience Platforms that serve customer-facing channels. By integrating data from various touchpoints and deriving actionable insights, Infosys Aster^TM empowers marketers to design personalized journeys that boost engagement and conversion rates.

In a cookie-less world, the importance of first-party data cannot be overstressed. We leverage advanced capabilities such as Composable CDP to enable marketers to implement their First Party Data strategy efficiently.

2. Elaborate on how AI is revolutionizing marketing at an enterprise scale, and what unique capabilities does Infosys Aster^TM bring to this transformation?

We are witnessing AI’s transformative impact on enterprise marketing, fundamentally shifting how decisions are made through data-driven insights. Infosys Aster^TM harnesses both Predictive AI and Generative AI, allowing organizations to fully exploit these cutting-edge technologies.

Through AI-powered Predictive Analytics, we analyze vast data sets to enable intelligent audience segmentation and highly targeted campaigns. This ensures that marketing efforts are not only efficient but also highly effective. Additionally, Infosys Aster^TM offers content automation capabilities at scale, which significantly accelerate the creative lifecycle, optimize content, and automate workflows. This results in remarkable operational efficiency for brands and marketing agencies alike.

In the realm of performance marketing, Infosys Aster^TM leverages AI to refine ad targeting, enhance personalization, conduct A/B testing, and optimize cross-channel attribution and bidding strategies. These AI-driven techniques allow for precise marketing efforts that maximize ROI and impact.

Infosys Aster^TM stands out for its ability to seamlessly integrate marketing solutions within existing digital landscape. This allows enterprises to leverage their current data infrastructure while effectively harnessing the power of AI. These capabilities help our clients enhance their marketing strategies, boosting efficiency and performance, while our commitment to innovation keeps them ahead in a dynamic market.

3. What are some standout features of Infosys Aster^TM that differentiate it from other AI-powered marketing solutions in the market?

Infosys Aster^TM harnesses the generative AI capabilities of Infosys Topaz^TM to amplify and enhance marketing functions. Infosys Topaz^TM includes over 12,000 AI assets, more than 150 pre-trained AI models, and 10 sophisticated AI platforms, and is “responsible by design”. This means we prioritize ethical and effective AI use to boost marketing capabilities.

With a portfolio of over 400 marketing assets, including use cases, solutions, and platforms, Infosys Aster^TM leverages AI to intelligently automate marketing functions. Our deep industry expertise and proficiency in integrating complex enterprise ecosystems with customer-facing marketing functions, while managing organizational change, enables CMOs to achieve significant business impact.

What sets us apart is our holistic approach. We integrate Governance, Strategy, Creative, Content, Data, Insights, Activations, Operations, and Technologies under the umbrella of AI-powered marketing solutions. Our extensive multi-industry domain knowledge and a robust ecosystem of over 50 partners, including creative agencies, AI start-ups, and academic institutions, allow us to deliver unparalleled benefits for marketers and brand builders.

4. Share some specific use cases where Infosys Aster^TM has significantly improved marketing efficiency and accelerated business growth for clients?

Infosys Aster^TM has some impressive use cases where it has significantly boosted marketing efficiency and accelerated business growth for our clients. Let’s dive into a couple of standout examples.

Let’s talk about a top American publisher we worked with. They needed to migrate their programmatic advertising solutions to a new platform. Our team of platform-certified programmatic professionals – experts in DV360, Dataxu, and Adobe Advertising Cloud – optimized campaigns faster and reduced the time to go live. In just the first month, we achieved phenomenal gains. We were able to launch 300 campaigns, achieve an 80% week-on-week volume coverage increase, and cut the campaign learning period by half.

Another great example is about our work with a leading global personal care company. They were looking to better gather and analyze data across various marketplaces. We utilized Infosys Aster^TM to integrate both marketplace and enterprise data, which allowed them to track their online performance in real-time through advanced dashboards. To ensure swift decision-making, we also mobile-enabled business intelligence for over 2,000 executives, so they could access vital information on the go. This initiative led to significant results: a $30 million lift in sales, a 30% increase in conversions, and a 37% boost in glance views. It was a comprehensive approach that truly transformed their data utilization and business outcomes.

5. What measurable improvements in lead generation and brand equity building have clients experienced after implementing Infosys Aster^TM?

Clients across industries have witnessed remarkable advancements in lead generation and brand equity through the implementation of Infosys Aster^TM. For instance, a global automotive manufacturer faced challenges with a fragmented commerce infrastructure across their independent centers. By leveraging Infosys Aster^TM, we introduced a Unified Marketplace Solution that successfully brought over 50% of their deals onto a single platform. This not only streamlined their operations but provided dealers with superior order and management capabilities, including the popular BOPIS (Buy Online, Pick Up In-Store) model. The integration of OEM catalog and promotions data further enhanced their brand’s consistency and backend commerce experience.

In another instance, a leading media and entertainment company sought to enhance their flash sales environment and revitalize stagnant sales. With Infosys Aster^TM, we deployed a Marketplace Management Solution that formalized and monitored vendor relationships efficiently. Our analytics and development teams worked closely to ensure that insightful, data-driven changes were made, delighting customers and leading to a remarkable 30% increase in customer satisfaction within just six months. Additionally, this approach resulted in a 10% average increase in year-over-year performance metrics.

These examples clearly demonstrate how Infosys Aster^TM not only enhances lead generation but also significantly bolsters brand equity for our clients, empowering them to navigate their next with strategic precision and efficiency.

6. Looking ahead, how is Infosys Aster^TM evolving to meet future marketing challenges and opportunities in both B2B and B2C sectors?

Infosys Aster^TM is evolving into a scalable and future-ready suite that enables marketers to deliver friction-free, hyper-personalized experiences across all touchpoints and business models, be it B2B, B2C, B2B2C, or D2C. Our marketing solution strategy is uniquely tailored to meet organizational needs, structured into distinct solution blocks that cover every Marketing objective and KPI with precision.

Our strategy encompasses four key pillars: Digital Foundation, Digital Intelligence, Real-time Journey Orchestration, and Gen AI Adoption. These elements are designed to address the varying demands across business models. For B2B scenarios, we excel in Account Based Marketing (ABM) and Knowledge-based Content Marketing. Simultaneously, we cater to the entire spectrum of marketing needs in B2C, focusing on Segmentation, Personalization, Channel Selection, Lead Nurturing, Campaign Strategies, and KPIs. By continuously innovating and responding contextually to market demands, Infosys Aster^TM positions itself as a cutting-edge marketing suite, ready to tackle emerging challenges and seize new opportunities for clients across all business models.