The Business APAC HR Tech Exclusives of 2019

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THE BUSINESS APAC OF 2019HR TECH EXCLUSIVES
MARCH 2019 EDITION
Transforming The Hiring Process Through
AI And Robotic Process Automation
Nina Alag Suri
Founder & CEO
Predictive Analytics In HR: The Game
Changer Of Traditional Human
Resource Processes
The Ultimate Secret Of Machine
Learning In The Digital Marketing
Industry
X0PA:
Industry
Insights
Trending

The
Media Delivering
Unrivaled Marketing
Advantage.
inWorld’s Leader

Numerous processes are being automated using AI and Machine Learning
technologies. They are assisting businesses in streamlining operations while
making intelligent decisions. In recruiting, there are few things that are
daunting and put incredible pressure on an HR professional. To find the perfect
fit, it requires a significant amount of energy that often results in dead hires that
produce too little ROI. Fortunately, AI has the ability to give back the most
valuable thing in the hiring process—time. AI-backed tools like X0PA’s AI
Recruiter can help organizations take a more strategic approach to recruitment.
While continually improving through new data and machine learning, AI can
identify talent with characteristics similar to existing successful employees and
proactively invite them to apply.
Therefore, in our latest magazine issue, “The Business APAC HR Tech
Exclusives of 2019”—the team of Business APAC is here to take you to a
forest of leading human resource service providers.
Considering the potential of AI in HRTech, we are honored to feature X0PA as
the Cover Story of our magazine. Nina Alag Suri (Founder & CEO of X0PA)
understood the benefits of AI in employee hiring and retention and started
X0PA to harness the power of AI, data analytics, machine learning, and
advanced algorithms to optimize the hiring process.
Unrolling the next pages, our dedicated writers have covered extraordinary
human resource solution providers who are transforming the HR industry
utilizing comprehensive technologies.
Going further, our prestigious readers can take a taste of specially crafted
articles related to predictive analytics in HR and the secret of ML in digital
marketing.
Hope you will love this technology-packed magazine issue.
Happy Reading!

X0PA
COVER
STORY
Predictive Analytics In HR:
The Game Changer Of Traditional
Human Resource Processes
The Ultimate Secret Of
Machine Learning In The
Digital Marketing Industry
A r t i c l e s
Industry InsightsTrending
10
18 38

16
CEIPAL
HRBoost
28
Greenwich.HR
24

Gnowbe
Interview
Mocha
Smart Recruit
Online
Wheebox
36
32
30
22

COVERSTORYHR TECH
Nina Alag Suri
Founder & CEO
Mar. 2019 businessapac.com

Transforming The Hiring Process Through
AI And Robotic Process Automation
Mar. 2019businessapac.com

Advanced technologies like Artificial
Intelligence (AI), Machine Learning, and
Robotic Process Automation (RPA) are
moving to complement our work in many industries.
Including Human Resources. These industry 4.0
concepts offer benefits like improved efficiency,
quality of work, and reduced costs in the hiring and
management of an organizations work force.
Humans do an amazing job in terms of
dealing with an ever shifting list of
priorities, and making sense of
the many nuances of
interpersonal
communication.
However repetitive
tasks and finding
relevant
information
amongst
thousands of data
points is a job
truly best suited
for the machines.
For HR
professionals the
advent of AI means
hiring top
candidates in weeks
not months. It also can
mean predicting if your
best employees might be
looking to leave; even before
they’ve considered replying to that
recruiter.
Singapore-based understood the benefits thisX0PA
emerging tech can bring to a company’s retainment
and hiring of employees. Their platform harnesses the
power of AI, data analytics, machine learning, and
advanced algorithms to optimize the 6 KPI’s of hiring.
These include, quality of hire, cost to hire, time to
hire, retention of hire, diversity of hire, and the
candidate experience.
A Seamless Hiring Process X0PA’s AI Recruiter
X0PA’s AI Recruiter takes care of a client’s end-to-end
hiring process. They enable a company to quickly hire
the right candidates at scale, without bias. As an ISV
of Microsoft, X0PA stores candidate data on secure
Azure servers and is fully GDPR compliant. All of a
client’s data is completely private, unless made visible
to a X0PA employee or recruiting agency for
collaboration. They provide a single place to source
top talent through their AI sourcer and lean on
millions of professional profiles to provide a
predictive scoring index of a candidates CV relevancy,
performance, and loyalty. In addition X0PA sports a
self-learning mechanism where it learns and
understands process from different recruiters to further
improve accuracy. The highest ranked candidates can
then be shortlisted, asked to record a video interview,
schedule a meeting, and when approved even receive
an offer. If left on full auto pilot X0PA’s advanced
RPA capabilities can move a candidate through a
hiring process like this automatically. However the
platform is not completely self-aware and always asks
the recruiter for input in an action oriented dashboard.
X0PA is an advanced applicant tracking system, which
uses various AI algorithms, Machine Learning, and
workforce analytics to refine the hiring process.
Through an open API they can also plug into a clients’
database and asses thousands of candidates to identify
best fits in a fraction of the time a human would be
able to do so. Moreover, instead of searching
keywords, X0PA utilizes natural language processing
(NLP). This technological leap significantly improves
CV relevance matching of external candidates. It also
facilitates in internal job rotation and succession
planning.
By combing AI to source and score candidates and
RPA to automate repetitive tasks in the interview
process X0PA ensures excellent candidate engagement
leading to a positive employer brand experience.
Candidates can access their profile electronically
where their own interview dashboard is available in
We assist
clients to hire
the right
candidates with
our hiring
platform
backed by
AI, ML
and workforce
analytics.
COVER STORY

addition to an AI job agent suggesting relevant
positions to apply to.
Impressive Results of X0PA’s HR Platform
X0PA has observed a considerable reduction in time to
hire of 87.5%, an improvement in screening process
by 400%, and 50% savings in the cost to hire. To
further improve these results, X0PA regularly interacts
with clients for their suggestions in refining the
existing platform. This regular check helps the
company to constantly address clients’ pain points,
and continually develop relevant solutions.
After successfully establishing in Singapore and
ASEAN countries, X0PA is aiming at aggressive sales
and revenue targets in the present year. Therefore, it
will be launching its latest products in new markets
including UK, Europe, and India.
CEO, Enabling Workplace Happiness atX0PA
The expansion plans and comprehensive solutions are
the fruits of healthy workplace environment at X0PA.
Nina Alag Suri, the Founder and CEO of X0PA,
strives towards the mission of “enabling workplace
happiness” because she and her team devote much
time to their work. According to Nina, the work at
X0PA is an expression of who the employees are and
what they stand for. Such devotion allows the
company to quickly excel, helping recruiters find and
engage with the best candidates.
A Look at CEO’s Prior Experience and
Achievements
Nina has worked for leading companies including
ICIM (An ICL Company) and IIS Infotech. With
extensive management experience, Nina established
the niche search agency Nastrac in India in 1997.
Shortly thereafter she moved APAC operations to
Singapore. Since 2000 Nina has expanded overseas to
the UK and Europe. Most recently, she established
X0PA in 2017. Nina is proud of this significant
milestone. Her contribution in various verticals has
received multiple accolades including:
Ÿ Female Business Personality of the year
Singapore, 2016
Ÿ Entrepreneur of the Year 2013, Entrepreneur of the
Year 2016
Ÿ The European Consultancy of the year 2016 SME
of the Year 2014
Ÿ Asia Pacific Brands Award 2014
Ÿ Singapore Quality Medallion 2014
Ÿ Singapore - The European World
Finance - Notable SME 2013
“AI is quite misunderstood
by many and…,” says
Nina
When asked about the
key upcoming HR
technology
trends—Nina
expanded on AI,
which is still not
quite understood by
many. Computers
can be taught to think
on their own, and react
much faster than
possible by humans.
However the inputs that
you “teach” a machine
directly impact what decisions
they come to. Nina states, a possible
pitfall of AI is its ability to develop
candidate bias. That’s why X0PA not only takes one
recruiter or a team of recruiter’s opinion into account
of what a “top candidate” is. Rather X0PA’s
algorithms learn from the decisions made by the entire
ecosystem. In addition to responsible machine
learning being a growing trend, she feels HR tech
stacks will progress to combine robotic process
automation in an expanding effort to unlock the time
constraints most HR teams operate on. In this high
tech arena, trying to forecast anything beyond 18
months borders on science fiction.
We empower
our customers
to identify and
manage their
best talent
through the
power of AI.
Mar. 2019
HR TECH
businessapac.com

We enable workplace happiness in your
business with our AI talent management
and acquisition platform.
”
“
COVER STORY

Find Better
tuckin the
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16Mar. 2019
HR TECH
Founder
Recruiting and keeping hold of top talent is always a
top priority at the same time a challenge for
organizations. Employees being actual performers
of a company—their work outputs are the ultimate
outcomes of the organizations, and therefore to generate
excellent outcomes, it is momentous to keep employees
satisfied and unexcelled. A few years ago, employee
demographics, diversity, profiles, and preferences were all
drastically different from the present situation. One can
easily observe the dynamic behavior of the new age
workplace culture and the daunting task of managing it.
In this time of the digital revolution, HR managers around
the world have started adopting technologies to make their
work easier and make better decisions. These days, there’s
an app for everything and this statement couldn’t be truer
when it comes to workforce management in a company.
However, technology has the capacity to bring a significant
revolution in human resource. In fact, it is redefining the
concept of the recruitment process with advanced tools like
the applicant tracking software, rapid workflow and time
management, engagement, and communication.
US-based makes the use of these tools to provideCEIPAL
recruiters with easy-to-use recruiting & workforce
management software which address all their concerns
related to the human resource. The leading HR Tech
company has over 100 employees globally, with
Headquarters in Rochester, New York— Research and
Development in Hyderabad, India—and a Sales Office in
New York City.
Intelligent Talent and Workforce Management Solutions
at CEIPAL
When CEIPAL was established, the main focus of its team
was to build exceptional software which is fast, secure,
easy-to-use, and affordable—solving problems which had
been affecting the staffing & recruiting industry. With
advance business intelligence tools, CEIPAL helps
management teams to make timely, educated decisions
backed with data. It has a robust development team,
working constantly on adding new features/functionalities
and releasing new products regularly. CEIPAL solutions are
built on modern, agile and nimble technologies and
methods to ensure impeccable performance. Likewise, it is
one of the first HCM platforms to be a SOC2 Type II
certified company.
Currently, CEIPAL has two flagship platforms—TalentHire
and WorkForce supporting over 100,000 users (as of
February 2018), automating and streamlining their work
processes every day. The TalentHire is a fully integrated,
intelligent solution for recruitment professionals with
extensive integrations, automated workflows, and mobile
Re-inventing The Recruitment
And HR Management With
Intuitive Digital Solutions
CEIPAL:
Sameer Penakalapati
businessapac.com

Mar. 201917
capabilities. Similarly, this solution quickly identifies
vacancies and promptly sources and screens applicants.
Further, it places and digitally onboards applicants through
a fully integrated applicant tracking system.
While CEIPAL’s other flagship platform is
considered—WorkForce is an all-in-one staff management
system specially designed for staffing firms. With
comprehensive compliance, finance, and employee
management system, both the platforms offer the best-in-
class security with dedicated support empowering the users
to leverage the platforms to their fullest extent.
Founder’s Journey of Bringing Digital Technology for
HR Transformation
The Founder of CEIPAL, Sameer Penakalapati believes
in the methodology of providing more than clients’
expectations. He excelled in the business with his passion to
build technology products for small and medium scale
businesses. Prior to CEIPAL, Sameer established Avani
Technology Solutions Inc., which was recognized for its
growth and secured the place on the Inc. 5000 list every
year since 2014. Similarly, it appeared on the Deloitte
Technology Fast 500 list for the last two years in a row. In
2015, Sameer founded CEIPAL with the mission to
transform the conventional HR space.
According to Sameer, digital technology alone is not
enough for an HR transformation. There is a great need of a
digital mindset for a successful transformation. Such
mindset is useful across the whole organization from the
newly appointed employees, present workforce, to the
people at C-level. Therefore, at CEIPAL, Sameer strives to
serve clients with the best digital solutions developed by his
dedicated support and onboarding teams. For instance,
CEIPAL’s WorkForce tool has additional features including
employee feedback, internal social media, and a provision
of conducting surveys. These features help to keep
employee engagement levels and productivity at their peak
and inject fun and excitement in their routine jobs. This also
proves that CEIPALS’ approach has been successfully
implemented in the company.
The Vision of Doubling the Market Share with New
Product Launches
Taking the legacy of their flagship products, Sameer and his
team are all set to launch CEIPAL VMS this year. CEIPAL
VMS will be used as a portal that will enable companies to
manage their job requirements with their vendors. This will
be the next step of the company in the human capital
management software space. Importantly, CEIPAL team
will be focusing on a punch-line—“Everything is 2X!” for
their plans to capture a significant market share and
doubling their existing numbers. Likewise, Sameer believes
that in a world that’s digitizing at an extremely fast pace,
the current speed of HR digitization is not adequate.
Furthermore, he draws attention to the fact that employee
and company engagement has a top priority in the talent
acquisition and employee management. Therefore, HR
organizations need to start with advance tech-oriented ideas
that produce high impact and low efforts while focusing on
the employees and end-users. Finally, when asked about the
key HR Tech trends for this year, Sameer explained that the
impact of technologies on HR will be a vital trend because
it will help in shaping the advanced human resource
solutions.
‘‘ ‘‘
We help companies recruit better with
our intelligent, easy-to-use recruiting &
workforce management software.
businessapac.com

18MM 2019
Trending
18Mar. 2019 businessapac.com

O
rganizations nowadays need to be foretelling
and get information and insight from data
that empowers them to identify patterns and
trends to compete. Prediction also helps to gain
knowledge about the behaviour of employees so that
the employee can take proper action to provide
required outcome. Companies dedicatedly prefer
predictive analysis for business management, finance
& risk, client relationship management, sales,
production, etc.
How Predictive Analytics augments the growth of a
company?
Predictive analytics uses many techniques like data
mining, statistics, modelling, machine learning, and
artificial intelligence to analyse existing data to make
future predictions about events, behaviour, trends etc.
Similarly, it brings together the management,
information and technology, and modelling business
process to make prediction about future. The
predictive analytics comprises of various steps like
Project Defining, Data Collection, Data Analysis,
Statistics, Modelling, Deployment, and Model
Monitoring.
HR practices have gone through lot of changes over
the last decade and the use of big data along with
analytics has become vital features for HR
professionals to start the makeover of the out-dated
HR practices. The present advanced HR processes
include variety of functions such as enlisting &
resourcing, employee performance analysis, payroll,
time management, etc. Predictive analytics in Human
Resource is all about evaluating current human
resource data to get perception of patterns and make
forecasts about the future. It is considered a striking
change for the industry as it can seriously improve the
interaction between employer and employee.
Moreover it can take untreated data and excerpt
actionable insights that can be applied to daily
developments and processes. Top companies
constantly make progress only by understanding
importance of HR data analytics and consequently
making decisions using this data.
Significant Metrics Offered to Get High Outcomes
Predictive analytics provides metrics of most
important things in business that affect efficiency,
effectiveness, and outcomes.
Using predictive analytics, a well-calibrated and
focused pipeline can be created where past hiring
records, current standards, and future delivery
benchmarks are actioned and monitored. As a result,
teams can easily understand where they’re going
wrong, assess future pathways, and achieve
standardization. While gauging effectiveness, HR
predictive analytics assists in intermittent assessment
of the quality of hires, in terms of cultural fit,
productivity, output, and future leadership potential
because big number of hires mean nothing if they
doesn’t marry to quality and expected results.
Furthermore, it is important to check employee’s
efforts and contribution to the company’s product or
service. Many companies fail to gauge the exact
hardworking employee’s which results in poor
reputation and unwillingness of employees to work
with dedication. HR predictive analytics helps to
evaluate all of these. It shows how an employee’s day-
on-day efforts impact current organizational goals and
influence long-term targets of the company.
Further, HR professionals use data analytics to
upgrade strategic planning, enhanced decision
making, In addition, it empowers the employee to get
smarter, more engaging, and efficient development in
the organization. It can also renovate core human
capital management (HCM) processes such as
employee sentiment monitoring, talent acquisition,
attrition management, capacity planning, performance
mapping, up-skilling, and outplacement.
Additionally, this new analytics trend brings in some
fine uses which are helpful in enhancing growth of the
firm.
1. Recruit right people for the right position
To get success one need to have great employees by
side that’s why predictive analytics is used to identify

if the candidate is fit for the job or if the candidate can
complete the workforce. Having employee data about
skills, education, and experience, predictive analytics
can help in evaluating the readiness of each employee
assuring the best applicants are hired and given the
best suitable role. Furthermore, predictive analytics
enables the organization to decide the future project
allotment for the employees.
2. Foster rooted engagement with the employee
It is very important as well as hard to measure the
employee satisfaction but here predictive analytics
comes to help. In this case the solutions that crunch
distinct figures and non-numerical data such as
surveys, feedbacks, etc. can be instrument
al. The technique records company’s happiness
quotient and influence analytics to underst
and morale levels and motivational
needs of the employee. The
company can track employee’s
opinion on different topics,
following updates on social
media. Along with
examining the
performance, employers
can evaluate employee’s
motivational quotient and
his willingness to stay
with the company. This tends
to reconstruct the growth
path, rearrange employee
welfares schemes, and elevate
the focus on core business
objectives.
3. Holding the finest talents
Predictive analytics with the help of historical data
can build elaborated models and generate trigger
based data indicating the potential loss of an
employee. With the combination of attrition risk cause
and performance data, the technique can precisely
show the productivity, churn rates, etc. Moreover, it
helps to keep focus on increasing loyalty and
employee benefits programs. It shows employee who
has contributed the most, helping the company to
retain the finest employees.
4. Calibrate performance and boost productivity
Predictive analytics helps the HR to maximize the
performance of the newly recruited employees.
Managers can keep focus on performance with the
data produced and improve the individual
productivity.
5. Employee attrition and loyalty analysis
Predictive analytics can provide the organization some
support by preventing the possible attrition of high
performance of employees and assure business
prolongation and acknowledge loyal employees.
There are several other benefits from predictive
analytics such as improved turnover, risk management
and talent forecasting. The predictive analytics has
made it possible to predict the possible future
turnover of the business. With the help of
data such as commute time,
performance issue, role
changes, and engagement
rate it can improve regions
of apprehension which
will save the company
from huge costs.
Additionally, with the
data analysis, predictive
analytics can predict the
risks to the business such
as poor performance and
conduct. The best found
solutions can be applied which could
considerably lessen the risk for the
business.
For the growth and progress of an organization,
it is very important that HR processes move fast and
provide forecast. The vast amount of data can be
profoundly used by large as well as small companies
to predict, hold and retain the talented employees. The
use of predictive analytics in HR comprises of
utilizing available data to tackle with specific business
issues and by having better insights of the future
events, organizations can take ideal decisions which
results into in improved efficiency and cost
effectiveness.
20Mar. 2019
Trending
businessapac.com

22Mar. 2019
HR TECH
In the presence of digital advancements, human
resource technology (HR technology) has come out to
be an efficient way of automating human resources.
Backed by powerful outputs, a new league of applications
has emerged to help the companies to transform and bring a
next-gen employee experience. Cloud-based, SaaS
applications, and business intelligence software are some of
the leading technology solutions augmenting HR
management. More importantly, these solutions have
become an integral part of today’s digital organizations’
infrastructure. Today, numerous companies are utilizing
these tools because of their valued benefits like cost-cutting,
saving on staff hours, behavioral change among employees,
and managing talent more effectively. This leads to higher
employee retention and confidence in job performance,
further improving engagement rates in the adoption of HR
technologies.
The Prime Issues in Current HR Technologies Solved by
Gnowbe
Despite the benefits of HR tech tools, So-Young Kang, the
Founder & CEO of , identified the associatedGnowbe
pitfalls in their implementation. She believes that HR
departments need to overcome psychological and economic
barriers before starting the digitization of the HR process.
According to her, to properly achieve positive results, the
current HR technologies consume a significant amount of
time from employees’ busy schedule. This includes carving
out a considerable portion of time to attend the compliance
training courses, which ultimately disrupts the entire
workflow and leads to productivity loss.
Along with her team at Gnowbe, So-Young Kang is solving
this issue by enabling employees to finish necessary
training in 10 minutes a day on their mobile devices. So
how does it work? Gnowbe’s intuitive content authoring
platform lets any manager or employee create content and
roll out training to employees in just two weeks.
Additionally, if the managers do not find the time to
develop training, Gnowbe offers a plan B. Its’ experienced
mobile instructional designers help managers curate and
design learners’ journey as well as drive better employee
engagement.
The Gnowbe platform also focuses on improving micro-
actions by offering constant drip-feeding of reminders and
concept-reinforcement. This results in better retention and
application of knowledge. Additionally, to achieve effective
behavior and mindset change, Gnowbe platform enables
learners to think, apply, and share within a peer group
where trainers/facilitators can provide them direct feedback.
In addition to its comprehensive training and curation
platform, Gnowbe also launched the world’s first library of
micro-learning courses designed for mobile-first learning in
mid-2018. To learn something new or out-of-the-box
Founder & CEO
Driving Employee Training
With Specialized
Mobile Micro-Learning
Gnowbe:
So-Young Kang
businessapac.com

Mar. 201923
content, Gnowbe provides highly curated premium content,
on topics like cybersecurity and food safety, and HR
managers can quickly subscribe to them according to their
employee requirements. Their focus is not just on providing
large quantities of courses, but on curating from the world's
best thinkers based on companies' specific training needs.
Positive and Improved Results of Using Gnowbe’s
Mobile Learning Experience Platform
Companies who have used the Gnowbe platform for
training have achieved positive results like 10x to 12x
higher completion rates, 2x higher passing rates for
certifications, and 5x to 6x ROI in cost savings. As
compared to other learning tools, Gnowbe has successfully
stayed ahead in terms of time and knowledge
proportionality. According to Gnowbe’s survey, its users
have gained 50 percent more knowledge than other users
for similar time slots. These extraordinary results have
therefore been drastically useful for employees to uplift
their confidence and productivity.
New Upgrades and Improvements with Strategic
Partnerships
When asked about improving solutions and services for
clients, So-Young Kang asserts, “It’s a privilege to be able
to constantly learn from our ecosystem of advisors,
partners, clients, and experts. We learn and grow together,
and that’s what matters.” The dynamic CEO and her team
at Gnowbe regularly learn and engage with experts around
the world to fortify technology usage. Some of their expert
advisors include Professor John Kim, EdTech innovation
expert from Harvard Business School and Dominique
Turpin, the former Dean of IMD in Switzerland. Similarly,
they collaborate with the world’s best thought leaders from
prominent global firms like Mercer, KPMG, and professors
from leading academic institutions.
Gnowbe also works with clients to bring new programs and
developments in the HR arena. For an instant, 365 Dagen
Succesvol is a client in the Netherlands who is using
Gnowbe to analyze changing behaviors through a 365-day
program. This year, by adding new improvements, Gnowbe
is aiming to scale its impact by strengthening its presence in
25 countries and expanding further through strategic
partnerships to build the best products.
The Fruits of Continual Efforts and Learning
In a short span of less than 3 years since testing the product
in market, the team at Gnowbe has enhanced its services to
cater to the essential needs of HR management. For their
dedicated work in the human resource arena, Gnowbe
received some prestigious recognition such as “Global
thought leader on the future of learning” and “One of the
world’s best mobile micro-learning platforms” within both
international business and academic circles.
Similarly, the top business schools have invited the team of
Gnowbe to educate their deans on the future of digital
learning at AACSB and EFMD. To raise the awareness
about Digital Learning 2.0, the team at Gnowbe shared their
views with leading institutions including, World Bank, Asia
Development Bank, and Davos. They have also spoken at
top Edtech conferences around the world such as—ASU-
GSV (US), EdTech Asia, SXSW Edu (US), Qudwa (Middle
East) and Nigerian Economic Summit to spread the
awareness for their MPPG (mobile-first, participatory,
personalized, and group-based) learning philosophy. Earlier
in 2019, the global software giant, SAP named Gnowbe as
“One of Only Seven HR Technologies” from around the
world to have a place on its ‘SAP.io Foundry program for
its 2019 San Francisco cohort. Finally, to empower HR of
such leading as well as growing organizations and match
their demands, Gnowbe continuously evolves with the latest
trends including cloud-based solutions, mobile-first tech,
machine learning, and big data.
‘‘ ‘‘We offer mobile micro-learning and
engagement solutions to help the modern
workforce learn faster and better.
businessapac.com

24Mar. 2019
HR TECH
CEO
Recent developments in technology have
transformed nearly every phase of HR, right from
sourcing to performance management. Therefore,
it has completely revised the character of human resources
(HR) all over the globe. Some industry professionals
preached that technology is one factor that is impacting the
HR department to a great extent. HR Technology is a vital
formula for aiding HR leaders to accrediting operative
leaders and employees alike. Frameworks of tomorrow
should incorporate to social stages, streamline strategic
information to drive premeditated decision making and put
foretelling and prescriptive information into practice.
The new groundbreaking technologies conversion impacts
the organizations in two ways. Firstly, it would offer
various apparatuses to better oversee and engage the talent
in organizations. On the other hand, it is assisting HR
administrators with shifting their concentration from
overseeing workforce to driving beneﬁts to the
organization. Most HR technologies available in the market
today are not employee-centric but are organization-centric
which leads to the problem. To overcome this issue,
Illinois-based, Libertyville, enablesHRBoost, LLC
organizations to contain costs and manage workforce while
reducing employer related risk, and release the managerial
burden of HR by protecting business assets, improving
productivity, and protecting revenues.
HRBoost, Leveraging Human Resources Services for
Clients
HRBoost bids a full variety of human resources services on
both a consulting and outsourced basis. The company’s
main aim is to offer apparatuses, assets, and upkeep
required to build as well as enhance investment in human
resource. Furthermore, it provides custom human resource
solutions, teaching, and maintenance to cultivate and
optimize the asset in the workforce as well as gives a full-
service team for complete support. It also assists companies
depending upon their need like whether they are seeking
guidance on a particular human resources matter or to
implement a complete human resources support system.
Companies when working with HRBoost, get a wide-
ranging evaluation of their HR function. This evaluation
comprehends all eleven functional areas of their practice
and is planned to provide with a comprehensive summary
that identiﬁes gaps and outlines prospects to help clients’
businesses attract and retain the talent it needs to grow and
thrive. Plus, due to their comprehensive services, HRBoost
is proudly acknowledged as a 2017 Annual Awards for
Business Excellence (AABE) by the Daily Herald Business
Ledger.
The Specialist behind HRBoost’s Growth
The CEO, Nicole Martin established HRBoost to provide
A Phylogenetic In The HR
Industry With Comprehensive
HR Services
HRBoost:
Nicole Martin
businessapac.com

Mar. 201925
a dedicated resource to companies that didn’t have an
internal human resources department. Nicole has been
commendable as a DH Business Ledger Influential Women
in Business, a Women of Distinction honoree, and a 2016
Enterprising Women of the Year Champion by Enterprising
Women Magazine. Along with that, she has authored books
such as The Human Side of Profitability and The Talent
Emergency. She serves on various Boards devoted to social
administration, women in business and workforce
commitment. In addition, she is the host of “HR in the Fast
Lane” on advisor TV. The multitalented Nicole is also a
Contributing Writer for the Chicago Business Journal.
At HRBoost, Nicole believes that financing in people
should be as organized as investing in any other crucial
resource for any client’s business. The generous CEO
considered herself as a fortuitous businessperson; however,
she is among those entrepreneurs who created their
businesses out their passion for what they love to do.
Further when asked about the biggest challenge she faced
during her career, Nicole stated that teaching entrepreneurs
of the genuine dangers and confronting their business at the
present time because, most of them don’t know the biggest
shift of human capital in the current business environment.
Therefore, Nicole and her team at HRBoost happily help
such clients who are struggling to overcome this situation.
HRBoost partners with them and assists them to realize
their own potential to go ahead of it. Additionally, Nicole
interacts with C Suite leaders to discuss their wish list so
that their devoted teams can work on with agility to satisfy
clients’ requirements.
Upgradation of Customers Services for Better HR
Management
HRBoost is an exclusive assimilated approach to their
customers’ business which helps them to utilize calculated
and planned human resource services. On top of that, it
assisted various companies in different parts of the industry.
Most of its clients include Professional Services, Non-
Profit, High Tech, Manufacturing, Staffing firms,
Hospitality, and Healthcare environments.
The clients’ of HRBoost vary on two bars i.e. Pace and
Budget. However, it assists all of their clienteles in their
journey of formulating a better workplace. The company
not only offers its services to minor businesses with their
Small Business Bundle services but also gives services to
superior businesses with up to 500 workers on a project
basis.
According to Nicole, best HCM systems are only
concentrated on big companies with 1000 or more
employees. For the betterment of the HR industry, utilizing
HCM in the middle market and companies with less than
500 employees would be fantastic. Further Nicole believes
that every corporation deserves strategic human resources
from its day one, even if the company operates with a single
employee.
HRBoost’s Future Goal towards Success
In the present year, HRBoost team is focusing on sharing
more proactively and offer organizational surveys and
facilitation at no additional cost. Moreover, they have
launched Core Value Surveys with facilitation and
Cognitive Assessments to establish Culture Topology and
Team Engineering for their clients.
‘‘ ‘‘
At HRBoost, we understand that as your
company grows, your HR needs will change
and we have the solution of all those needs
businessapac.com

28Mar. 2019
HR TECH
Greenwich.HR:
A Next Generation Source of
Real-Time Labor Market
Intelligence
Cary Sparrow
Founder & CEO
In the recent years, Labor Market Intelligence (LMI)
has become an increasingly important tool for
today’s organizations which are continuously
expanding their business and looking for a considerable
economic growth. LMI’s importance has given birth to
numerous LMI solutions to serve economic, government,
and corporate markets. Contrastingly, the labor market
data provided by many government departments and
LMI solution providers lacks transparency, timeliness,
and accuracy. Most often, LMI data is incomplete and
difficult to understand. In spite of these deficiencies,
companies and communities spend billions of dollars
every year on acquiring and analyzing LMI. As a result,
this leads to enormous waste of investments without the
anticipated output.
Greenwich.HR’s Precise Labor Market Intelligence
Solution
Bearing this in mind, and considering the potential of
labor market data for the economic growth of companies,
Greenwich.HR offers its clients a deep understanding of
the current labor market situation. It provides real-time
intelligence on localized hiring and pay behaviors,
predictive business and economic outlook data, and rich
competitive intelligence.
Greenwich.HR’s data platform tracks the hiring and pay
behaviors of over 1.5 million organizations. Its data is
updated daily, and is both highly normalized and
completely transparent. This enables the most powerful
analysis of today’s hiring activities and local pay levels,
and provides predictive insights on metrics such as
future labor spending and skills requirements.
This next-generation data platform is designed to be
easily accessible to subscribers through nearly all of
today’s business intelligence tools, often with no need
for additional technical integration. And, Greenwich.HR
has created a licensing approach that includes enterprise
access at no additional charge, and accommodating
terms of use. Such flexibility helps analytics teams and
developers in creating genuine LMI insights across a
broad spectrum of uses.
Reliable and Trusted LMI Bringing Strong Client
Base
The massive scale of the Greenwich.HR data platform
has allowed it to rapidly become a reliable and trusted
source of labor market insights for some of the largest
and best brands in the world. The flexibility of the
platform to serve a wide variety of uses has enabled
businessapac.com

Mar. 201929
Greenwich.HR to build a client portfolio that includes
leading investment fund managers, global consulting
firms, large corporations, staffing firms, famous media
companies, economists, universities, and technology
providers. Greenwich.HR is redefining the standard for
labor market intelligence.
CEO and Team’s Efforts towards Enhancing LMI
Solutions
‘The reception from our clients has been tremendous,
and Greenwich.HR is growing fast,’ according to
Founder and CEO Cary Sparrow. Cary and his team
are scaling across all of their existing markets, and
during 2019 they will be expanding international
presence and integration with leading technology
platforms. Cary says the data platform is continually
being enhanced to bring broader scope, more
transparency, easier access, and more effective insights
on existing labor market. ‘Our clients are great partners
in our R&D efforts,’ says Cary. ‘Once they begin to
realize the insights possible from our data platform, they
find new areas where we can help them.’
According to Cary, improved information and
transparency are the foundation to market disruption.
‘Our mission is to bring more transparency to the labor
market – arguably the largest and most important market
in the world,’ The Greenwich.HR team is committed to
providing access to labor market insights that allow their
clients to achieve significant efficiencies and develop
brilliant innovations.
“Analytics, AI, and Sourcing Key talent will drive
HRTech,” says Cary
When asked about the key HRTech trends in the current
human resource vertical, Cary shares some important
information. He says that analytics, sourcing key talent,
AI, and the gig economy will be the major drivers in
HRTech. With the emergence and extensive utilization of
big data, analytics have grown to a new dimension,
helping companies grow while translating data into
actionable and useful insights, which in turn leads to
higher performance. The bottlenecks for achieving this
value are moving beyond technical limitations, and are
now increasingly limitations of data and leaders’ ability
to integrate improved intelligence into their decision-
making. Another driving trend—sourcing talent in an
extremely tight labor market, is beginning to be
addressed by moving beyond traditional recruiting
processes and applications and focusing on using
leading-edge intelligence and back-to-basics execution
excellence in order to attract and keep hard-to-find talent.
AI can assist in tackling a wide range of opportunities,
but it’s value is still poorly understood; AI solution
providers will be challenged to deliver even higher levels
of practical value while managing different risks. Finally,
Cary mentions the ‘gig’ economy, which has the
potential to create more market efficiency for both
companies and talent, and will require companies and
recruiters to become adept at navigating new sources of
talent while managing the risks and interest of
stakeholders.
At Greenwich.HR, we help our clients see
the labor market in high-definition.
‘‘ ‘‘
businessapac.com

30Mar. 2019
HR TECH
W
e live in an age where organizations are
constantly trying to hire and maintain a
workforce which is job-fit and competent.
The hiring and the upskilling of the work-force is a
process which is extremely time-sensitive.
Interview Mocha offers the most comprehensive skill
assessment solution. Interview Mocha helps
organizations assess candidates for lateral hiring, entry
level hiring, staffing and also with upskilling the
existing workforce.
The Pune based organization, was founded in 2013 by
Amit Mishra who is also the CEO at Interview
Mocha.
The most comprehensive skill library
The skill assessment solution enables its clients to
recruit quality candidates and reduce administrative
hassles with 1000+ online skills assessment tests. This
consists of 700+ IT skills assessment tests, 20+ coding
languages & simulators, 50+ domain skills tests, 100+
digital 2.0 technical skill assessment tests along with
100+ customer focus aptitude tests.
Apart from these ready to use skill tests, Interview
Mocha also offers an option of tailor-made tests,
which its clients can customize to suit their exact skill
assessment needs. Interview Mocha has conducted
over 1.5 Million online tests so far, that has exceeded
the expectations of employers as well as the
candidates.
CEO
Interview
Mocha:
Offering Skill Assessment
Solution That Makes
Recruitment Better & Faster
Amit Mishra
businessapac.com

Mar. 201931
An Extremely Simplified Skill Assessment Process
Interview Mocha’s online assessment software is
simple, quick, and fun for recruiters, candidates,
interviewers, and hiring managers.
In addition to the untangled skill assessment process,
Interview Mocha also provides some highlighting
features like cheating prevention and ways for
company branding along with API & integration and
friendly support.
A Visionary Personality Leading Interview Mocha
Being the CEO of Interview Mocha, Amit considers
himself as responsible for not only clients’ satisfaction
but also for employees’ welfare. With this approach,
he strives to exceed clients’ expectations with constant
improvements and innovative offerings. For 2019, his
major objective is to empower IT services
organizations, tech companies, and staffing companies
to speed up the recruiting process through an
automated skill testing process.
A Zealous Workforce Winning the Clients
Started with just 5 members, today, the team of
Interview Mocha is comprised of 30+ members who
are dedicated to helping customers achieve their hiring
goals. As a result, more than 1000 companies from
70+ countries use Interview Mocha as a reliable
partner to screen candidates for a wide range of skills
and job roles. Interview Mocha’s client base belongs
to several industries such as Information Technology
& Services, Staffing & Recruiting, Human Resources,
Computer Software & e-commerce, and BFSI
(Banking, Financial Services, and Insurance). Some of
its clients from these industries are Gartner, Altran, e-
Zest, Capgemini, Metro Systems, Allpay, Nielsen,
ServAid, ADP, Stoodi, Poatek, Natixis, Siemens,
Abbott, Alberta, Ferrovial, Bentley, and Altisource.
Way ahead
Amit also plans to further increase the length and
breadth of the skill library. He envisions building
5000+ skills for industries like IT, Financial Services,
Healthcare, Business Processes etc. Furthermore, from
the technology standpoint, Amit plans to embrace all
the feasible improvements, which would help
Interview Mocha’s clients to engage in a smooth
recruitment process.
‘‘
‘‘
A few years ago, the skill matrix would change
every 10 years. In the current decade, the skill
matrix is changing is 5 years. And in the next
10 years, skill matrix would change every year.
businessapac.com

32Mar. 2019
HR TECH
Founder & CEO
Having the right blend of technical capability and
enhanced processes is considered by prospective
employees as a direct reflection of the
professionalism within the business.
Executing a combination of advanced technology and the
appropriate human delivery process is called ‘Human
Computation’. Developing the perfect hybrid or blend of
technology and processes that is adaptable to each unique
hiring requirement is not easy and is what is missing from
the vast majority of organisations, who struggle to move
away from archaic systems and practices.
Therefore, these prime gaps in the recruitment process can’t
just be filled by assessing the candidate’s resume, but instead
there is a need for more intelligent systems that help to
measure the candidate’s online presence and overall fit for
job compatibility. UK-based Recruitment innovation
company; understands theseSmart Recruit Online
challenges that the present recruiters face around the quantity
and quality of applications and the companies need to get
jobs filled efficiently and with the right quality of applicant.
Intelligent Recruitment Solutions at Smart Recruit
Online
Smart Recruit Online uses advanced tools such as parsing
software, AI and machine learning to assist clients in each
key stage of the recruitment lifecycle, whether that is
choosing the right media channels to advertise, reducing
duplication of effort, minimising administration time, (which
is usually wasted with unsuitable applicants) and of course;
keeping recruitment costs to a minimum.
The SRO system provides an uber efficient user-interface
with advanced functionality that provides more control and a
seamless experience for the users and applicants. The
platform also offers automation of tasks and one click
actions across multiple candidates and features.
The full suite of screening tools has been developed in direct
response to recruiters demands. SRO Users can select the
best tools which suites their needs on each role. There is an
integrated suite of tools such as, video profiling for assessing
communication skills, presentation, confidence, and
personality, or behavioural assessments to measure
behavioural and cultural alignment. This can help recruiters
identify candidate’s motivations and behaviours that engage
them in their work. Undoubtedly, Smart Recruit Online takes
the recruitment process to the next level. Its CMS type
dashboard allows recruiters to create unique tasks for
applicants, which include competency-based assessments as
well as gamification options.
Distinct Strategy of Innovation and Improvements
With its comprehensive tools formed from a unique blend of
best-in-class recruitment technology, Smart Recruit Online
supports over 25,000 UK Recruiters and assists them with
the delivery of an effective direct hire recruitment process.
With a firm commitment to expanding its client base and to
dekliver even more innovative, quality solutions, Mark
Smart Recruit
Online:
Simplifying Recruitment
With Intuitive HR Solutions
Mark Stephens
businessapac.com

Mar. 201933
Stephens, the Founder and CEO of Smart Recruit Online
is utilizing his many years of experience in this field to
successfully lead his organization. He says that SRO places
its clients objectives at the centre of the business strategy and
the solutions that they are developing. Mark has over 20
years of recruitment experience, both client-side and agency-
wide. His knowledge and expertise in the recruitment
industry made him the winner of the “Chambers of
Commerce Innovation in Business award 2013” and was
awarded CEO of the year in 2018 by CEO Today Magazine.
Since the establishment of Smart Recruit Online, Mark with
his team, have been helping companies to significantly
improve their direct hire recruitment strategy, by improving;
applicant quality, recruitment efficiency, candidate screening
and by helping businesses to do all of this while reducing
costs.
When it comes to development and building innovative
solutions, Mark proudly says, “I’m impatient when it comes
to the development work. Once I form my vision for a
particular development, I can’t wait to see it evolve and
actually begin working.” Similarly, Mark loves to see all the
positive feedback from their clients. It certainly works as a
motivator for him and his dedicated team to keep pushing
ahead and develop solutions which genuinely work and
deliver tangible improvements to the recruiters. They are
generating amazing results, with an 86% fill rate from first
time advertising response, average time to offer of just 16
days and at an average cost per hire of under £250, no
wonder the company is growing at a phenomenal rate.
Local Planned Customer Approach with Continual
Solutions Development
According to the progressive CEO of Smart Recruit Online,
HR and recruitment are two different beasts that have to
work together. The traditional approach of centralising
systems and processes can work for some elements but not
for others. Therefore, recruitment in particular needs to retain
a local planned approach. Similarly, for overseas clients,
SaaS services will satisfy their requirements because they
can be accessed from anywhere and have the capability to
operate in different languages. Similarly, a client-oriented
approach will further add value to the solutions provided
through the technology.
With a customer-focused approach, the team at Smart
Recruit Online builds and improves their solutions, aligned
with clients’ objectives. They believe that innovating and
improving solutions is the need of today’s changing
recruitment landscape. New technologies are playing a major
role in this change; therefore, solution providers must
implement these technologies to be a part of the growing
competition.
Knowing this, Mark and his team at Smart Recruit Online
continually collaborate with users to get the actual insights
about the effectiveness of their services. It also helps them to
fill the missing gaps and improve the lacking areas.
Moreover, the team always tries to match individual clients’
customisation requests and turn them into useful tools to
benefit other users too. This passion to fulfill customer
demands and deliver highest quality that exceeds
expectations has helped the company to retain 99% of its
customer base over the last 5 years.
“Video will refine campaign management and screening
processes, but...” says Mark
Finally, when asked about the next big things in HR
Technology, Mark asserts that aside from the impact of AI,
he feels that video will continue to play an even bigger role
in the talent attraction, campaign management, and screening
processes, but it is important to follow effective ways to
utilize video in recruitment.
Furthermore, Mark draws attention to what he calls the
growing trend towards ‘centralisation systems’ and predicts
that such systems as SRO will become the biggest threat to
ATS and HR systems in the future. Therefore, companies
must go for intelligent interfaces supported by an API layer
that allows rapid integration into multiple tools. This will
ultimately enable HR and recruiters to select the best-in-class
features to work within their systems and upgrade, change
and adapt them as their needs and the recruitment landscape
continues to change.
‘‘ ‘‘We offer intelligent recruitment solutions
backed with innovative delivery, ease of use,
and quality service.
businessapac.com

PREMIUM
TALENT
SEARCH
www.seek.com.au

36Mar. 2019
HR TECH
Like every other department in an organization,
Human Resources (HR) is also an essential
department that handles many necessary functions.
It is instrumental in providing labor law compliance, record
keeping, hiring & training, compensation, relational
assistance, and helping with handling specific performance
issues. With plethora of tasks to do, HR department faces
multiple challenges in compliance with laws and regulation,
leadership development, workforce training, recruitment,
adaption to innovation, and keeping up with management
changes. Amongst all of them, attracting talent is a huge
investment of time and money for a business. Even after
such an investment, it is not an easy deed to know whether
a candidate is actually a good fit for the role or not, until
they work for a period of time. To overcome this challenge
faced by HR people, provides online talentWheebox
assessment tools certified by the International Test
Commission that help enterprises, governments, and
academic institutions globally to measure and identify
talent.
Incepted in 2011, Wheebox—Web-based and Hybrid
Efficient Examination Box, is headquartered in Gurgaon,
Haryana, with operations in five countries. Being a global
online talent assessment company, Wheebox offers cutting-
edge next-gen assessment solutions, equipping and
empowering its clients to hire the right talent in lesser time.
Its Artificial Intelligence (AI)-based assessments provide
insights to candidate profiling covering details across
several aspects like candidate’s behavior, cultural fitment,
competency match, and longevity, thereby enhancing the
hiring efficiency and productivity largely. Moreover, the
mobile-friendly assessments and live online proctoring
deliver the utmost convenience and rich user experience.
From ready-to-use skill assessments to custom-made
assessments, Wheebox extends an elaborate test library to
address any business requirement, enabling the hiring
process using AI and advanced analytics.
Setting Benchmarks in the Field of Talent Assessment
With a mission to measure the world’s talent and skill
potential, Wheebox’s efforts intend building better insights
for the organizations to hire better talent. Moreover, its
team is committed to constantly improve the recruiting
process and empower the hiring managers in taking more
informed and organized decisions. Notably, Wheebox has
over 600 testing centers across 75 cities in India, which
allows it to conduct high stake tests and 300+ battery of
tests to assess the various abilities across Psychometric,
Behavioral, Technical, Cognitive, and Job role/ Domain
specific, year round. Every year, more than 5 million
candidates in India and 3 million outside of India are
benchmarked using Wheebox Skill Tests. Apart from that,
Wheebox has established its thought leadership as the
supply and demand research partner for unequivocally
Nirmal Singh
Co-founder & CEO
Empowering Hundreds Of Clients
Globally Through Widely
Acclaimed SaaS Assessment Tool
Wheebox:
businessapac.com

Mar. 201937
leading Skill Gap studies in association with Confederation
of Indian Industry, All India Council for Technical
Education, People Strong, and United Nations Development
Program.
An Innovative Personality Backed by a Huge
Experience
Nirmal Singh, the Co-founder and CEO of Wheebox,
primarily focuses on product management, business
alliances, and investor relations. With over 20 years of
working experience including general management of mid
to large size listed organizations, he spearheads new
initiatives and international markets for Wheebox. Prior to
Wheebox, Nirmal was Country Head for Higher Education
Business with NIIT Limited and in a key leadership role
with New Horizons Incorporation for SAARC Countries.
Serving Clients from Various Sectors
Wheebox, with a focus on customers, strives to make its
offerings customer-centric; to avoid the language barriers, it
has made its apps available in multiple languages including
English, Hindi, and Kannada. Moreover, it provides its fast
and reliable solutions to clients from several sectors such as
Information Technology, BFSI, Engineering, Retail,
Education, and Government. Some of its privileged clients
from these industries are Infosys, Honeywell, Axis Bank,
TATA Motors, Pepsi, Dabur, RASCI, Flipkart, and Adani.
Tech-Savvy Nature is What Makes Wheebox Stand
Aloof
For a business entity, it matters the most to lead the market
in an unmatched way; that is what every organization
dreams of achieving. In this modern era, it can be achieved
only by staying updated with upcoming technologies. As
technology in HR has been a complete game changer, with
seamless communication and collaboration across virtual
teams, automation of redundant HR tasks, access to passive
talent, optimized recruitment process, online talent
assessments, and AI driven insights, technology has already
improved the workplace productivity in a drastic manner.
In order to stand ahead of contemporaries, Wheebox
focuses on investing in continuous research & development
on platform and product which makes it possible for it to
offer next-generation assessment solutions that cut an edge
in offering the intelligent insights, dynamic reporting,
custom assessments & scalability with high-end data
security. Moreover, its team knows the fact that one size
does not ﬁt all; hence, they always aim to support the hiring
authorities to hire champions worldwide in lesser time with
better results, using Wheebox’s highly customized
assessments. These suit-to-need assessments enable hiring
managers to leverage their bandwidth for other tactical and
strategic initiatives, which is an add-on.
2019 to be a Phenomenal Milestone for Wheebox
In continual endeavors to accomplish its mission of
measuring the talent worldwide, Wheebox has some set
objectives to be achieved in the year 2019. One of them is
to expand its footprint in South East Asia, UAE, and Africa.
For the same reason, it is actively empanelling partners and
alliances to map the potential requirements in the market
and help businesses hire the desired talent across the globe.
Soon, Wheebox is going to launch a revolutionary
assessment product along with Microsoft, which is
noteworthy. The product launch will undoubtedly open
multiple doors for expansion and create more synergies at a
global level. Moreover, considering the importance of data
security, Wheebox is always leveling up its offerings with
scalable and highly secure solutions.
‘‘ ‘‘
At Wheebox, we understand that ﬁnding
the right talent is the overarching initiative that
supports organizational growth and stability.
businessapac.com

Machine learning (ML) is one of the innovative
technologies in the digital marketing industry.
Many organizations started to incorporate
machine learning into their products or services. Typically,
a person gets confused between artificial intelligence (AI)
and machine learning; therefore they assume that both
technologies are the same. However, ML and AI are two
separate units that just so happen to complement each other.
Whereas artificial intelligence aims to harness certain
aspects of the thinking mind, machine learning is helping
humans to solve problems in a more efficient way. As a
subset of AI, ML uses data to tech itself on how to complete
a process with the help of AI capabilities. The expert system
can help companies to find hidden knowledge available in
consumer data for streamline marketing processes.
But, marketers were somewhat hesitant to incorporate the
automatic learning system in their digital marketing
strategies. Due to the positive impact of machine learning in
various industries, sellers thought to integrate the system in
marketing to get better performance and results. In digital
marketing practices, the self-learning system can be used
for helping sales assistant to broaden their understanding of
target consumers and how they can optimize their
interactions with them. Machine learning isn’t here to take
over the jobs of digital marketers, but rather its main use is
to enhance the digital marketing strategies and make the
jobs of digital marketers easier.
The rise of machine learning in the digital marketing
industry
The marketing people use the automatic learning system to
understand, anticipate and act on the issues that their sales
prospects are trying to resolve more quickly and with
greater clarity from any competitor. Along with that, this
system comprises utilizing data, content, and online
channels to increase productivity and help digital marketers
Digital Marketing
Industry
The Ultimate Secret of
Machine Learning in the
38Mar. 2019
Industry Insights
businessapac.com

understand their target audience better. Plus, it takes to a
new level of accuracy and speed for contextual content,
marketing automation which includes cross-channel
marketing campaigns and leads scoring, personalization,
and sales forecasting. Now, let us try to understand how
machine learning is shaping the digital marketing industry:
Predictive analysis for generating precise leads and
results
Predictive analysis is simply the use of data, statistical
algorithms, and techniques of machine learning to
determine the likelihood of future conclusions based on
data history. If predictive analysis blends with machine
learning, it will make salesperson life much easier. Machine
learning models a neural network according to the required
predictions. For instance, to model a neural network for
financial institutions, which predicts debtor risk, a recurrent
neural network (RNN) can be used. Further, while in
practice to develop precise predictions, the neural system
will require a huge amount of data sets of previous debtors.
The inputs can be age, gender, current debt, income etc.
Such predictive analysis backed by machine learning can be
used in the ranking of prospects or lead scoring. Likewise,
the models generated through the expert system can be
trained to rank prospects or leads based on some criteria
defined by the sales team as qualified buyers. As a result,
the sales team can focus on the positive leads. In this way,
marketers can save considerable time and resources as well
as increase their sales.
An intelligent chatbot for improving the customer
experience
Many organizations are using chatbots for enhancing the
customers’ experience. Combined with machine learning,
chatbots make the process of automating responses even

easier. They simultaneously learn from the frequently asked
questions from potential buyers and ease their search for the
product or service they are looking for. The ability of ML-
powered chatbots to immediately answer open questions is
an example of customer service. Furthermore, these bots
use natural processing of learning and machine learning to
ﬁnd the right answer. Along with that, chatbots can serve
customers 24/7 and retain their data. Importantly, unlike
human beings, they never lose their patience with
customers. Customers may get angry, but the bot can
always treat them well. Chatbots can respond to several
requests from different customers at the same time,
so waiting times will no longer be a problem.
Generate personalized content for
marketing
It would be a challenging task
to generate engaging content
for online marketing
campaigns—especially if
they are personalized and
consumer-centric
campaigns. Typically,
pulling off a successful
campaign would take a
few months of hard work
and strategic planning.
However, it becomes easy
to develop natural and
creative content on each topic
with assistance from new AI-
based tools. These tools allow the
marketer to reduce the amount of
time they spend tracking on the
customers’ data, as well as enable them to
better decipher the customers’ data to create actionable
tasks that lead to campaign success. It’s important to
remember that this is also applicable to email marketing
campaigns as well. At present, it may seem like an
unrealistic thing, however with AI and Machine Learning
on board, it won’t take much time to launch such a massive
campaign with a high success rate.
Whether machine learning is working or not?
One of the most important questions that we should always
ask when evaluating or implementing new technology is
that it is worth it or how we know it works? If machine
learning is working, then the results will be shown in
business. Furthermore, measuring ROI (return on
investment) is a core concern for many marketers,
especially when it comes to new technology. There will be
an upsurge in the patrons. Therefore, with help from the
expert systems like ML, the seller can identify customers
faster and more accurately and generates leads easily.
Through enough data, it may even predict the type of offer
most likely to re-engage the customer. The businesses will
see higher revenues from upselling. ML can present
customized and relevant upselling opportunities with
higher response rates by leveraging data
correlation, reviews, product popularity,
customer behavior features, etc.
Similarly, using intelligent
chatbots businesses can
enhance the customer
experience and site searches
to increase product
discoverability. Hence,
innovative technology
provides us all with the
opportunity to develop a
more intimate and
valuable relationship with
customers and enables a
richer, more engaging
experience.
Conclusion
The present world of intelligent
technologies and people have
started begin to work together to take
marketing initiatives to the next level.
Marketing products or services will no longer
be a tireless campaign to create, curate and share
information of high value. Instead, digital marketers will be
able to spread brand awareness in a way that’s more
efﬁcient and personal than ever. Therefore, people need to
utilize the power of machine learning to improve their sales
and their marketing team’s capabilities. This, as a result,
can make a positive impact on their future marketing
development and relationships with clients.
40Mar. 2019
Industry Insights
businessapac.com

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The Business APAC HR Tech Exclusives of 2019

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The Business APAC HR Tech Exclusives of 2019