In our Martech Insider Newsletter, we feature a marketing technology each month that deserves recognition.
For April 2019, we have chosen to highlight a French company, Synomia. The company offers a hybrid model with artificial intelligence technologies embedded in applications or supporting consulting services for brands and agencies, helping them derive value and insights from their data, thus boosting growth and efficiency. Maurice Ndiaye, Associate Director, kindly agreed to answer our questions and discuss Synomia’s unique features and positioning.
SaaS Advisor has no commercial agreements with the highlighted software vendors.
Hello Maurice,
Can you describe your positioning?
We produce data insights through a combination of AI algorithms for language processing and consulting services. We assist:
- Brands in getting closer to their audiences and standing out from the competition to drive growth.
- Agencies in enhancing their efficiency and impact in consulting and activations.
What decisions do you assist your clients with?
We guide our clients’ strategic decisions and operations in several areas:
- How to deploy an effective digital strategy?
- How to optimize customer journeys?
- How to map a brand ecosystem?
- How to create high-performing content?
- How to optimize media purchases?
- How to configure web listening tools, or DMP, etc.?
- How to process textual data from studies and surveys?
- How to analyze customer feedback?
What problems do you solve?
We primarily focus on solving three problems:
- How to speed up the discovery of insights?
- How to deepen the understanding of insights?
- How to enrich the detection of insights through data source hybridization?
In the first case, we promise productivity; in the second, we promise impact (how to go beyond the "So What?" barrier); and in the third, we promise data source hybridization.
What are Synomia's main features?
We have a technological suite consisting of:
- Pre-packaged applications available off the shelf, allowing users to leverage our technology independently for specific uses: semantic audit, content creation, SEO/SEA strategy, etc.
- Custom data processing solutions operated by consultants for more complex issues: mapping, persona creation, customer journeys, etc.
Our AI algorithms enable tasks such as concept identification, classification, sentiment analysis, and clustering.
What is your "Killer Feature"?
Our unsupervised topic detection in a corpus (social media, surveys, web, PDF, XLS, etc.). In other words, we can automate idea detection in analyzed content without bias or preconceived notions.
Does Synomia integrate with other tools?
The Synomia platform can exploit all types of textual data. It can be fed by and provide data to tools such as:
- Web listening,
- CRM,
- QO,
- Chatbots,
- Google,
- TGI,
- SEO...
Can you tell us about your API policy?
We are developing connectors with APIs to interface with an increasing number of platforms.
What is your customer onboarding process
Onboarding is crucial for success, both to reassure our prospects during pre-sales and for our clients’ lifetime value and renewal. That’s why we have a dedicated team (Data Consultants, Success Managers, Account Directors) to ensure our tools' full value is utilized.
How is customer support handled for Synomia clients?
We offer continuous customer support. We try to anticipate our users’ questions by studying their behavior on our tools, considering their challenges, and helping them as much as possible. We prioritize phone support and provide use cases and tips gathered from all our clients. We have also established a user club because we believe that those who speak best about our solutions are the ones who use them.
What are your goals for 2019?
- Continue developing our business along our two pillars: technology and tech+consulting.
- Maintain our innovation momentum to meet the growing maturity of decision-makers.
How do you see the evolution of your market?
We see technology spreading rapidly, workflows adapting, and stakeholders increasingly questioning data-driven strategies, customer centricity, and the value of insights. Brands and agencies need to base and drive their digital transformation around 360 data intelligence platforms.
We believe that after the frenzy of data collection, the market is now focusing on data processing and activation.
- How do we utilize all the accumulated data? How do we integrate it?
- How do we extract value from it at all organizational levels, from operations to top management?
Thank you, Maurice, for your time and detailed answers!
About Synomia
- Founded: 2001
- Location: Boulogne-Billancourt Number of employees: ~50
- Number of clients: 200 active client accounts
- Key clients: We work with all types of organizations, including large French and international groups, mid-sized companies, communication and marketing agencies, institutes, and consulting firms.
- Funding: None
- MRR: Confidential 😉
- Main competitors: Quid, IBM Watson, Lexalytics
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