"All sales in the cosmetics and consumer health sector are digitally influenced." Speaking at the Data Breakfast event organized by Plyzer, the company’s CEO, Luis Pallares, stressed the need for brands to embrace the digital environment. During the get-together, Plyzer’s customers, pharmaceutical managers and consultants shared their concerns and solutions for real-time online data control of their products.
There is no longer a boundary between the physical and the digital channel. No matter whether brands use e-commerce or the marketplace, millions of online data are ‘talking’ about them. Hence the vital importance for companies to track and monitor their online data to know who sells their products, at what price, using what descriptions and images, and how consumers are saying about them.
Digital activity generates a vast amount of data that is available online. As Pallares stated: “It’s less about having maximum data than about making these data intelligent – data mining allows us to streamline our business strategies."
As a technology partner, Plyzer develops its own specific artificial intelligence (AI) algorithms. AI developer, Víctor Pérez, explained how the models are developed at Plyzer work. Brand data is processed by interpreting, recognizing and including calculations, texts and images, which provide, among other things, predictions about optimal prices, description detection and / or non-conforming images or their optimization.
Plyzer COO, Diego Hervás, highlighted the importance for companies to establish KPIs in their multichannel strategy, and then look for customized solutions: "Plyzer Intelligence adapts to each client’s needs by customizing both the data mining and tracking as well as the creation of alerts and detection during the assembly phase.”
Customization, the continuous development of features and the search for maximum performance are just a few of the features of the Plyzer Intelligence tool that were praised by our customers. One customer explained his success story: his first experience using the Plyzer Intelligence tool saw his brand improve its positioning by 12% in just 4 months. The result was a positive price and brand results in 70% of the pharmacies where his products are sold.