We’ve been growing on an average of 300% YoY: Redickaa Subrammanian, Resulticks

From enviable growth numbers to global recognition, Resulticks has tasted success in just six years of its launch; CEO and Co-founder Redickaa Subrammanian shares the journey

e4m by Shikha Paliwal
Published: Feb 27, 2020 8:35 AM  | 6 min read
Redickaa Subrammanian

It was no mean feat for Resulticks, now one of the world's fastest-growing omni-channel marketing automation platforms, to make a place for itself in a market dominated by big global players. Today Resulticks boasts of over 200 customers and has expanded into three major markets since its inception. Resulticks has an impressive list of clients, including leading brands from the BFSI, Retail, Telecom, Luxury Goods and Healthcare verticals.

Its success can be attributed to several factors — their obsession with optimising customer engagement, helping brands effortlessly navigate the complex digital landscape, personalisation backed by solid data and most importantly the 25 years of digital experience its CEO and Co-founder Redickaa Subrammanian brings to the table.

In an interview with exchange4media, Subrammanian shares the success story of Resulticks and why their platform is a one-stop-shop for omni-channel marketing solutions.

What prompted you to start Resulticks? Could you share your journey?
I founded Resulticks along with my business partner, Dakshen Ram in 2014. Prior to that, we ran a digital agency called Interakt Digital Group in 2004 in Singapore. Before Interakt, I was with a large tech company, where I was running interactive engineering, basically bringing design, technology and data together, to deliver on business outcomes.

While running Interakt we realised that maybe we have something that can literally change the game. So, in 2012 we took a transition and completely stopped our agency services. We took all our engineers and built the tools from the ground up, which could cater to today's digital need of multiple channels, multiple devices, and data which involves multiple identities.

We realised the only place to do it and to start with is data. We needed to get the data layer appropriate; where we needed to take care of scale, security, privacy, and all of those elements. And not only look at enterprise data but combine it with outside data in order to build that profile, give the power to the enterprise in the market and help them know where to reach out to the consumer.

Also exactly when does the consumer want to be reached out to and through which channel?
Today, it's all about real-time customer engagement. And so our agency experience, our complete tech experience and building Resulticks from the ground up has made us come out of nowhere in the last six years. We were just passionate about what we were doing. Before we could turn around, brands started recognizing our expertise. They started recognizing us for our simplicity, vis-à-vis other competing solutions in the market. Brands felt that we understood what they wanted as marketers, that got us the recognition and before we knew we became Resulticks, a global entity and a power to reckon with.

How is Resulticks helping brands optimise their marketing spends?
It all starts with data. None of our competitors has a data layer built-in as part of the solution. So, the first part is what we call today, CDP, which is a customer data platform. Data could be lying anywhere but did you look at identity resolution? That part is the first part that we do very well. We look at your enterprise data, which could be your website, your social properties, your mobile app, wherever CRM anywhere your data could sit and also combine it with a partner affiliate. So, combining your enterprise data with third party data, second party, and then empowering to start to know where to go and reach. That is the second part where the entire journey building happens. And the orchestration across all channels.

What differentiates Resulticks from the others, what would you say is your USP?
We drive business outcomes. We are very attribution focused because we have three major capabilities we bring to the table and we are built from the ground up. First is the CDP, which is the customer data platform. Second is the omni-channel orchestration in real time and ability to handle data at scale and security at the security levels that is needed. Thirdly insights, which enables you to learn so that you can continue adjusting it. This helps target and retarget accurately to make it an individualized experience. That's really our differentiation.

Could you share the growth numbers for Resulticks since its inception?
We've been growing on an average of 300% (YoY). Probably because we came from nowhere. From a start-up we transformed to become a corporate only mid last year. We've expanded globally because we're a company born out of Asia but gone on to be recognized as a global player. We are one of the top 20 platforms where Gartner has recognized us. They have a Quadrant which they call the multi-channel digital marketing hub, which means they bring every aspect of digital customer engagement into one solution. If you see in that Hub Quadrant, we are the only Asian company there. Others are established players like Adobe, IBM and SAS. And then you have some of the niche players like Redpoint, and others who have come out from the US and from Europe.

The way Uber changed the transportation world, we're going to change the world of seamless customer engagement. Our journey has seen us expanding from Asia to go into the US into the whole of Southeast Asia and Australia. We are strengthening our position this year in all of these markets. Within the next 18 months, we will expand into LATAM then Japan, China and Korea. We want to do what others took 15 years to do. We have to try to do it in 7-8 years. It’s an aggressive run we need to do, but I think it's about how smartly you do it. It's brain over brawn. And I think it's also about how customers are ready, and which markets are ready. And I think if you can do business in Asia, you can do business in any other part of the world.

So, Resulticks took on the big tech boys and won?
Unknowingly we took them on but it's been a great experience. We have to give all credit to our customers who recognised that we could compete with the big players. We were only very passionate about what we were doing.

What is your future strategy for the Indian market?
Our focus in the last six years has been more towards enterprise customers. But I think there is a huge opportunity in the SME, mid-tier world. SMEs, who may not have large marketing teams or big agencies to support them but want to leverage the power of technology. So, how do we empower them with tech such as ours, which enables them to bring the data together. Orchestration analytics is really where we think there is a lot of potential coming up. While in the enterprise world we want to continue to elevate the number of use cases that they can do because they are probably still using only a few channels. I would be very surprised and happy to meet an enterprise that has done all channels. I haven’t met one as yet.

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