Path to Improved Conversions: DXILOGY LLC, a SaaS-based Solutions Provider, Plans to Grow by Diversifying its Product Offerings

Our proprietary machine learning algorithm learns from your visitors’ on-site behavior to discover exactly what correlates with conversion. You can use this knowledge to create better hypotheses for CRO experiments than with intuition and post-mortem analytics data: Dr. Srinivas Kilambi

One of the major innovations in the digital marketing industry is the introduction of artificial intelligence tools to help streamline marketing processes and make businesses more effective. According to a survey, 97 percent of leaders believe that the future of marketing lies in the ways that digital marketers work alongside machine-learning based tools.

As machine learning and artificial intelligence become more commonplace in the digital marketing landscape, it’s imperative that best-in-class digital marketers learn how to apply machine learning to their digital marketing strategies.

DXILOGY LLC, an innovative and dynamic technology company, develops and sells cloud-based machine-learning software solutions to allow companies to maximize the success of their digital marketing campaigns, and to understand the hidden stories behind their domain centric Big Data, thus allowing high quality, actionable strategic decisions.

The company provides digital marketers with marketing insights based on a Predictive Buyer Score (0-100) that automatically scores all their web visitors (anonymous and known) on their propensity to buy your product or service.

DXi platform is powered by over 25 Machine Learning algorithms. These algorithms work together to measure, find patterns, and identify relationships in the metrics data using decision trees, feature selection, classification, and clustering.

The company was set up in 2015 and is based in Johns Creek, Georgia.

Dr. Srinivas Kilambi, DXILOGY LLC Founder/CEO, spoke exclusively to The Silicon Review. Below is an excerpt.

Why was the company set up? And how did you expand your company and its offerings over the years:

The company was initially set up in 2015 to be the disruptive benchmark index in the field of User Experience/Digital Experience. Later on, the company embraced the fields of AI, machine and deep learning to create substantial IP which was used to create the Digital Experience Index (DXi). Later mobile DXi (m-DXi) and Social Media Index (SMI) were also added as additional DXi modules. DXi enables digital conversion rates optimization (enhances the conversion of visitors on a digital asset into customers).

What challenges did you face in your initial years? 

As with any startup, DXi faced substantial challenges, namely brand recognition and value, customer acquisition time lines, cost over runs, product acceptance, and of course, capital raise. However, we learnt a lot from these challenges as we found that having a great technology in itself was not enough, but it needed to be made available in a form and fashion which is simple to understand, use and integrate by the end user/customer.

How successful was your first project roll on? Share the experience.

Our first roll out actually was a near failure; we were completely unprepared. We had, after months of negotiations, managed to convince an online catalogue retailer to install our plugin/pixel on their website. The pixel was supposed to capture live behavior datab as users visited the cataloger’s website. However, within a few minutes of its installation, the pixel began to throw exceptions on the website protocols and the web administrator promptly removed it. It was a huge embarrassment. But again, it was a learning experience, and we changed our data acquisition technology from our own pixel to proven and readily available third-party data acquisition services (i.e. Google AnalyticsTM). The lesson we learned is to use what is already working and available – you don’t have to do everything yourself, and you certainly do not have to reinvent the wheel!

What kind of responses have you received from your consumers over the years? How have they motivated you to shape your offerings/grow the company?

We have been doing beta testing with over 10 companies and we have seen all reactions from terrible (our pixel killed the website) to good to great. The following are the salient changes we made in an effort to grow;­

1. Eliminating the need for our pixel on a website to use third-party analytical services for data acquisition
2. Making the product price reasonable by tying the price to performance and number of visitors/month
3. Generating real-time DXi. This was the original technical goal, but it took some time. It is possible now with our pixel-based solution wherever the pixel does not hinder the website (which is the majority of the cases).
4. Making the immediate display of our user interface (our dashboard) show the things that people can most easily understand;

• Win-Loss Modeling
• Behavior Clustering
• Forecasting and Advanced Learning
• Engagement Benchmarking
• Relevancy Targeting
• Goal Setting

If you have to list five factors that have been/are the biggest asset to your organization, what would they be and why?

• Innovation
• Simplicity
• Our technology
• Recognition of our own limitations
• And of course, our team.

Where do you see your company a couple of years from now?

$100+ Million in valuation and pre-IPO

Dr. Srinivas Kilambi: A Brief Background

Dr. Srinivas Kilambi is a passionate entrepreneur, inventor, and expert developer of big data, predictive analytics, and machine learning solutions. Dr. Kilambi’s first company grew from a 1-person startup to over 50 employees and IPO within 24 months. Over the past 20 years, he has led multiple big data and biotech companies as a founder or C-Level executive including Tata Chemicals and Renmatix.

Dr. Kilambi’s passion is to bring big, paradigm-changing solutions to the world. His approach of bringing together passionate and talented teams to solve big problems has led to multiple patents, millions in returns for investors, and industry-changing solutions in biotech and predictive analytics.

“Once you know the on-site behavior that correlates with conversion, not only can you encourage more visitors to convert, but you can also start to see when customers begin to become disengaged, when formerly apathetic visitors begin to show buying intent, and more. This allows for laser-focused targeting of on-page offers, related product recommendations, and more.”