Introduction
Over the past five years, Actable has matured from a customer data agency to a pioneer in Customer Intelligence, helping businesses transform raw data into strategic insights. Today, we’ve reached a milestone in that journey and are excited to announce the launch of the Actable Intelligence Factory, an approach that redefines how brands leverage data to achieve meaningful results.
Why does this matter? Today’s brands need to do more with less, and unlocking the latent potential of customer data helps is crucial to that. The Actable Intelligence Factory helps brands:
- Acquire new customers in a more efficient manner. 10-30% ROAS improvements are common for best-in-class brands.
- Better engage customers & users. Actable customers using the Intelligence Factory approach have seen 2-8x engagement improvement for key customer groups.
- Improve LTV. A retailer leveraging the Intelligence Factory approach recently identified a $65 mm annual churn reduction opportunity.
- And it does this at a fraction of the cost – and fraction of the time and effort – of legacy approaches.
What is Intelligence Factory?
At its core, the Intelligence Factory transforms raw data into organized, enriched, and actionable insights. Using a collection of pre-built accelerators for data organization, enrichment and insights, and current-state AI tooling, Actable’s approach emphasizes collecting the right data—data that is not only relevant but impactful.
As Craig Howard, our Chief Solution Officer, likes to say: “Customer intelligence depends on the collection of the right customer data because you can spend unnecessary time collecting a lot of wrong data or a lot of data that isn’t impactful.”
The Intelligence Factory takes raw data inputs, such as browsing behavior, app interactions, and past engagement with messaging, and turns them into structured data units built for accessibility and scale across the enterprise. These units are enriched with predictive attributes like propensity, churn risk, and product recommendations, enriched with third party data attributes from a catalog of relevant suppliers, and synthesized into actionable insights and analytics through personalized dashboards and an AI co-pilot.
The result is a highly effective and scalable customer marketing data platform, enabled with predictive intelligence and on-demand insights, and ready to power meaningful business results.
Actable’s pre-built accelerators and AI-enabled deployments allow for the Intelligence Factory to deploy in weeks, and at a fraction of the cost of custom-built IT solutions. Additionally, the Intelligence Factory lives natively on your Google Cloud account, creating an owned asset without data leakage or SaaS licenses and lock-in.
How the Intelligence Factory Works
- Collecting the Right Data
The first step in the Intelligence Factory is identifying and collecting data that matters.. Whether it’s website behavior, geolocation data, or customer interactions with past campaigns, the goal is to gather data that can be transformed into actionable insights. - Organizing and Enriching Data
Once the data is collected, it’s organized around key value principles. This is where we create great, trusted data in the form of meaningful attributes that can be fed into machine learning models and AI applications. We do this with. - Applying AI Towards Actionable Analytics
The organized data is then analyzed using AI models and predictive analytics. These models help identify trends and patterns, such as which customers are most likely to make a purchase, who is at risk of churn, and what types of promotions will resonate with specific segments. - Activating Data for Business Outcomes
Finally, our role as an activation agency comes into play. The insights generated from the Intelligence Factory aren’t just theoretical—they’re applied directly to marketing campaigns and customer experiences. Brands receive a roadmap of activations, detailing how to use the intelligence to drive measurable business impact.
Why Customer Intelligence Matters More Than Ever
In today’s competitive landscape, data-driven decision-making is no longer a luxury—it’s a necessity. However, with the increasing complexity of Martech stacks and the growing volume of customer data, many brands struggle to extract meaningful insights. The Intelligence Factory addresses this challenge by providing a clear, structured approach to turning data into actionable strategies.
With the Intelligence Factory, we take the raw materials, the data inputs… and we make units of that data organized around key value principles of where we’re going to see value derived from future activations.
With this operationalized, customized and scalable approach to customer intelligence, , brands can move beyond surface-level insights to develop personalized, impactful marketing strategies that drive real growth.
The Business Impact of Customer Intelligence
The true power of the Intelligence Factory lies in its ability to deliver measurable results. Actable doesn’t just help brands collect and organize data—it provides the tools and strategies to turn that data into business outcomes.
- Increased ROI: By targeting high-value customers with personalized offers, brands can maximize the return on their marketing spend.
- Improved Customer Retention: Predictive models help identify at-risk customers, allowing brands to deploy targeted retention strategies.
- Enhanced Customer Experience: With enriched data and predictive insights, brands can deliver more relevant, personalized experiences that resonate with their audience.
- Rapid Time to Value: Actable’s pre-built accelerators enable rapid deployment to enable execution against high-value use cases in weeks, not quarters.
Conclusion: Turning Data into Business Outcomes
Our journey from a customer data agency to the creators of the Intelligence Factory reflects a broader shift in the Martech industry. Brands are no longer satisfied with just collecting data—they want to see results. By focusing on customer intelligence, we’re helping our clients move beyond data acceleration to achieve meaningful, measurable business outcomes.
In a world where data is abundant but actionable insights are scarce, the Intelligence Factory offers a roadmap to success.
