2019 was an important year for GreenVulcano Technologies! We have come of age and celebrated 18 years of success.

We have grown a lot thanks to a magnificent and increasingly numerous team, constantly working in Rome, Naples and Boston.

We have improved the technological core of our products and have undergone an important restyling.

Our IoT solution for complex infrastructures has been deeply updated in terms of sensors, security, cloud platform and its many features and is today on the international market.
Update 2020: the IoT monitoring platform is now called Sensoworks!

We then launched GAIA: rebrand of our historic ESB architecture, now in version 4.0.

It was an intense 2019, full of things done and great satisfaction.

The coming one will be a special year for GreenVulcano, we have many new features coming up but we don’t anticipate anything!

We wish to make you our best wishes for happy holidays!

See you in 2020!

The advent of the cloud has determined a remarkable review of software and application development paradigms. Probably though, despite the feverish evolution of “Cloud” services, a non-technical user wouldn’t be perfectly able to perceive the extent of their impact on the design and development paradigm of application software.

It wouldn’t even be enough to emphasize the fact that the greatest market players are massively subscribing to cloud-native paradigms for the development of innovative applications and models.

The problem

However, symptomatic elements of the mindset change operated by developers in the realization of native cloud applications are tangible in a multitude of situations we live daily.

For instance, to read this article we are using an interface. And to get here, we have probably clicked on a series of links, thus taking advantage of a further interface designed to navigate through the various links to get to the desired destination.

Or let’s imagine we have to buy a plane ticket and find us on one of those sites that compare thousands of flights immediately.

How can a website or an application store such a large amount of data and understand what to show from time to time? It would be extremely inefficient to develop a software with a database that you have to update every day with huge amounts of data. Some information must be taken somewhere else when you need it. So how?

The Solution

Whether you are an experienced user or not, the answer is: through the API. An API (Application Programming Interface) is a ​set of communication definitions and protocols ​regulating and ​realizing the integration​ between software and apps. The main advantage they offer is a clear simplification of application development processes and a consequent saving of time and money.

This is due to API interoperability, which allows communication between products or services regardless of the knowledge of the implementation methods.

This results in a significant facilitation of the design, administration and use processes, both in the implementation of native – and the management of existing – instruments and products.

Adopting an API-first strategic approach, hence, has a remarkable value when ​scaling your ​business​.

API first

In attempt to to fully exploit the edges of the cloud-native systems, in GreenVulcano, we rewrote the designing phase of Sensoworks, Claudio, and GAIA products into a brand-new approach for the development of our applications: the API first.

Indeed, our developers needed a sort of metamorphosis, where the “API first” paradigm acquires unconditioned priority.

API first​ is, hence, a systems ​development model​ which, affecting all the stream in the developing stage, ​centers the API around the development strategy​.

Adopting an API first approach, for the implementation of native cloud applications, allows to accelerate the development process; an aspect of remarkable importance to respond to the changes of a constantly evolving market.

The greater the skills of a company to lively and rapidly adapt to the market, the higher the value it can offer to its users and its future competitive capability.

Embracing an API first approach shows that it is not the app itself to be enough for the customer experience, but rather the interoperability between applications and websites that allows to design and integrate technological resources that can be reused to meet the needs of users according to a user-centered perspective.

In a time where innovations permeate the market at great speed, increasingly revealing the difficulty of the human brain to keep up with the inflow of generated data, is still possible to ignore the need to automate some work activities? Can you be competitive in your market without exploiting the power of automation?

A FEW DATA POINTS

In 2019, the automation of “Business Processes” is on track to demonstrate the fastest growth of any business software category. In 2018 alone, this market grew by 63%.

Using current technology, 60% of professions could automate about 30% of their activities.

These numbers are symptomatic of the awareness that companies have about the potential of automation. GreenVulcano is perfectly aware of this as well. In addition to developing a highly performing business automation tool, GreenVulcano periodically organizes events aimed at promoting the implementation of new technologies within organizations. In the next installment of the Talking Tech program, scheduled for 5 December, we will be talking about the automation of processes and production. We will also be discussing the importance of data, collection, analysis as well as its use in more or less structured business contexts.

BUSINESS AUTOMATION

Business Automation (also known as “Business Process Automation” or “BPA”) consists of the use of technology to perform recurring tasks or processes in a company where it is possible to partially substitute manual effort. Corporate automation systematically replaces manual processes with ismart automation based on rules, just-in-time analysis and open collaboration. Often this is achieved with the use of business automation tools. Business automation tools simplifies and accelerates complex workflows, offering transparency and control on all parts of the process.

WHY INVEST IN AN AUTOMATION TOOL?

The potential of artificial intelligence and advanced robotics, used to perform tasks once destined for humans, is no longer reserved for spectacular demonstrations such as Baxter from Rethink Robotics, DeepMind or the driverless car from Google. Just head to an airport to find out that the automatic check-in stands dominate the ticketing areas of many airlines. Pilots actively drive the plane for only 3-7 minutes of many flights, with the automatic pilot who rules the rest of the journey.

Based upon this fact, it would therefore seem improper to talk about investment, since business automation is already a stable part of the procedural flows of many activities. However, while in the past companies wanted to automate processes to control costs and increase efficiency within the organization, today the focus of the companies has shifted from the satisfaction of internal needs to the engagement with external customers and the creation of new business opportunities. The traditional model of business automation has therefore evolved from a single focus on the rationalization of processes in the development of new strategies to the actual automation of the activity itself.

Since 1913, the year Henry Ford devised the assembly chain by making the use of technology popular as a means of automation of business processes, the business automation brings with it a widespread feeling of fear linked to a significant downsizing of jobs.

But this is not the case: according to today’s data, less than 5% of professions can be completely deprived of human contribution. Very few professions will be automated in their entirety soon or medium term. Rather, many work activities will not be eliminated as much as redefined, as happened for the professional figure of the bank teller with the advent of ATMs.

A brief introduction to Claudio: what it is and how it can automate your business activities

Previously we referred to business automation as an alternative to executing recurring activities in a company. However, often behind the automation processes are integration systems and programming activities for which specific technical skills are required. The difficulties of integration between legacy systems and new cloud-based systems are not negligible for a non-technical user.

Claudio, the business automation tool produced by GreenVulcano, allows you to integrate a huge number of complex systems and automate repetitive tasks in just a few simple steps.


A very simple graphical interface, combined with the drag & drop functionality, makes the process of creating the workflow to be automated extremely intuitive and fast. Also, the ease with which it can be integrated both on-premise and on cloud applications makes it particularly versatile and flexible.

In a few minutes you can create a new workflow and automate the established process.

FOR EXAMPLE:

We imagine wanting to automate a daily or weekly “news scouting” activity. Claudio’s flow could be built, in this case, using news catalogues, such as google news, filtered for keywords. The result would be a personalized email to each user (specific name of the user, specific topics based on past requests, etc) sent to periodic deadline.

Benefits:

  • Keep users informed about specific and customized topics;
  • Reduce and lighten the workload of employees;
  • Increase the satisfaction and loyalty of current customers;
  • Automate periodic contact with current and / or potential customers.

Why not try? Go to https://www.greenvulcano.com/claudio/, leave us your email and you will be contacted! Then come back here and let us know how it went!

And don’t miss “The Power of Process Automation“, the appointment with Talking Tech on December 5th.

The GreenVulcano Enterprise Service Bus continues to evolve and this time it does start from the name. GAIA, an ancient term for ultra-modern software. And a thought goes to Asimov and his planet “Gaia”: like our ESB, an integrated ecosystem, in perfect balance and in continuous communication between its parts.

BRAND

  • NAMING

The naming GAIA was born from the desire and the attempt to identify a unique, simple and especially coherent name with the classicism and the Made in Italy soul of GreenVulcano products.

During brainstorming, our SVP & CoFounder Gianfranco Iannello told us about Asimov’s stories, in which Gaia is a planet equipped with an ecosystem in perfect balance: “On Gaia every element has its own awareness that makes it autonomous and at the same time constantly connecting with the other components“.

This continuous contact makes it possible to smooth out the contrasts that sometimes arise between the elements in favor of the entire community.

The term GAIA is also synonymous with Gea – the Earth – a unified system. In this sense, the capability of GreenVulcano’s ESB to place itself in perfect symbiosis and unique synchrony with anyone who comes into contact with it offers the image of a single, compact and cohesive organism, despite connections and internal relationships.

The balance and harmony of the ecosystem interpreted in its entirety (Gea)  are therefore the results of the integration of autonomous systems in contrast (of programming language or protocols) favored by GAIA.

  • ACRONYM

The naming GAIA has a further meaning that we have identified in the acronym with the aim of “telling” the product by adding information in relation to the perceived own naming and trying to maintain continuity with the past: GreenVulcano Advanced Integration Architecture.

The focus was on the term “Integration“: intense expertise and product’s core. We defined “Advanced” integration to suggest an upgrade from the past and emphasize a higher quality standard than the market average. The term “Architecture” was instead used to express the idea that the product is only the foundation for a complex corporate IT system –  the backbone of the infrastructure.

  • LOGO

Once we found the agreement between the technical and commercial souls of the company on the story to be transmitted than we focused on the creation of the logo with a clear mission: to realize an original, simple and recognizable logo, which was at the same time coherent with the Corporate Identity and in harmony with product features.

The spherical form is a clear reference to the planet Gea-Gaia that wants suggest the “universality” of integration and the GAIA’s ability to integrate communication with any external component.

The result is an extremely fluid flow of data information. The numerous connections represented within the sphere – combined with the choice of a rounded font – emphasize this concept.

The red color is a visible chromatic reference – especially for long-standing partners – to the triad of colors that characterizes the GreenVulcano logo. The colors of this triad are individually associated with a product.

A BRIEF HISTORY OF OUR ESB: GAIA YESTERDAY, TODAY AND TOMORROW

The concept of Enterprise Service Bus was born and developed at the beginning of new millennium as a response to the needs of users to have immediate access to all the functions which can be provided by applications and services inside or outside the company.

  • FROM VERSION 1.0 TO 2.0

GreenVulcano’s first ESB software was based on the concepts and models described by Gregor Hohpe and Bobby Woolf in the essay “Enterprise Integration Patterns“, considered a milestone for the design of integration solutions.

They were characterized by a strong centralization of the system; a monolithic architecture developed and distributed as a single entity – usable only locally – which necessarily involved heavy installation. Also, the only way to be able to scale a monolithic application was to replicate the entire application with a consequent increase in costs and necessary resources.

  • 3.0

The beginning of cloud computing and service-oriented architecture (SOA) has made it necessary to develop a more advanced and functional version of the new integration methods.

GreenVulcano ESB 3.0 is a software Java-based with a highly customizable multi-layer architecture created specifically to support complex SOA architecture. This version was created to meet the needs of breaking down monolithic applications into a series of distinct services able to communicate with each other on the network.

  • GAIA

Market Dynamics and the evolution of integration processes that have determined the development of the ESB 4.0 version, called GAIA, are described directly through the words of our Senior Developer Rocco Lagrotteria: “The need for further granularity and operational flexibility has given rise to the approach based on microservices. This model offers greater scalability and customization, allowing complex applications to be “unpacked” into smaller, more targeted components.

GAIA is based on a modular structure that allows to support architecture in microservices.

This means that it is possible to install exclusively the modules necessary for the operation of the single-use cases.

FUTURE DIRECTION

Our CTO Mario Stefanutti told us about the possible future direction of software. In fact – simultaneously with architectural evolution – “From the language’s point of view – Java 11 replaced the previous Java 8 based version and in close future, it is likely that GraalVM will replace the current Java platform in order to improve performance and offer more functionality.

The challenges related to application integration have remained substantially the same, but the way we solve them has changed. In the future, to improve the usability of services, channel/consumer communications, in GAIA, will increasingly take place through API and will go towards the development of cloud native software with Docker and Kubernetes in order to guarantee a massive scalability of microservices”.

Aware of the challenges that the future market will reserve us and strengthen of past experiences, we are ready today – enriched in name and functionality – to offer you the best solution to integration problems.

Contact us to discover all the advantages and benefits that GAIA can bring to your company.

WHAT IS THE INDUSTRIAL IOT?

To understand what Industrial IoT is, let’s first take a step back and explain  in a nutshell what we mean when we say the “Internet of Things”.

In 1999 Kevin Ashton, a researcher at MIT in Boston, described the Internet of Things as a set of technologies that allows to control, monitor and transfer information by connecting a device to the Internet.

The Industrial Internet of Things, usually abbreviated with IIoT, is therefore a verticalization of the broader concept of IoT, focused on the industrial ecosystem and enabled by technologies such as cybersecurity, cloud and edge computing, big-data analysis, artificial intelligence and machine learning.

IIoT MARKET

According to a report signed by IndustryARC, the Industrial IoT market will reach 124 billion dollars by 2021 and should exceed 771 billion dollars by 2026. The CAGR (compound annual growth rate) in the period forecast 2018-2026, is instead estimated at 24.3%.

The key to this growth lies in the fact that data obtained in real time not only allows better management of the production process, but also better management of all company assets, offering a clear and immediate picture of the company’s performance in all its areas.

IIoT SYSTEM ARCHITECTURE

The ordinary structure of an IIoT system is a modular architecture organized in 4 Levels:

  1. Device Level: is the physical component of the IIoT system: IT hardware, machinery and sensors;
  2. Network Level: it consists of communication protocols, cloud computing and wifi networks that collect data and transfer them to the next level;
  3. Service Level: made up of functional applications and software for analysis as well as the  transformation of data into information that can be displayed on the driver’s dashboard;
  4. Content Level: it is the last layer of the stack and is formed by user interface devices.

ADVANTAGES OF INDUSTRIAL IOT

The wide availability of data collected makes it possible to monitor and maintain (also in a predictive manner) strategic infrastructures, by utilizing AI and machine learning algorithms, we are able to generate estimates, forecasts on possible risks and suggest measures to be taken before failures occur.

For example, in the infrastructure sector, IoT sensors and predictive algorithms could allow the continuous monitoring of:

  • Tunnels: to assess their deformations and convergence;
  • Bridges: to check its inclinations and deflection measures;
  • Buildings: to measure static deformations on buildings and verify their structural integrity;
  • Sewage systems: to evaluate the speed and flow of waves;

The result of industrial IoT projects is the reduction of energy and maintenance costs, as well as the general improvement of business productivity and the employees work quality.

CRITICALITY OF THE IIoT 

  • Cyber ​​security: The existing IT security measures for IoT devices are far lower, and the risks are sometimes underestimated, compared to the existing measures for more traditional computers and devices. The risk of connecting a device to a network  makes it a potential target of a cyber attack.
  • Lack of standardization in communication protocols: industrial communication protocols are the conditio sine qua non for interconnection and data exchange between machine and software. In most companies the hardware is extremely varied in age, manufacturer and technology used. This heterogeneity often requires the use of different communication protocols thus making the interconnection operation complex and expensive.

However, these critical issues must not discourage investments in IIoT projects. The long-term benefits are extremely superior to the short-term efforts in terms of human and economic resources.

IIoT IN GREENVULCANO

Well before the IoT became a research trend, GreenVulcano had already developed its own solution to offer to customers.

Leading  the integration market thanks to an experience of over 10 years, GreenVulcano has recently put its IoT platform on the market.
(2020 update: the product it’s now called Sensoworks).

Sensoworks platform is a cloud based (but can also be used on premise), plug and play, dedicated to the management, remote control and predictive maintenance solution to monitor complex infrastructure systems.

Find out which could be the right solution for the needs of your company and don’t hesitate to write us for further information.

Learn more about Greenvulcano’s solution and Sensoworks monitoring platform visit our website and don’t miss the next article.

Nowadays customers have a wide range of computer tools. This great variety of systems, enhanced by the continuous development of increasingly innovative software, makes the process of data synchronization, among  different applications, extremely difficult.

SYSTEM INTEGRATION

Given this variety it is absolutely advisable to work on system integration.

System integration is the process by which various IT systems and software applications function as a unified, coordinated and cooperating system.
The advantages of this kind of integration are multiple, both for the customer and for the company: an improved  information flow, an increase in the product quality and on overall company performances. Together those benefits also allow to reduce costs and improve business efficiency.

POINT-TO-POINT INTEGRATION

The first phase of integration evolution, in chronological order, coincides with the model known as point-to-point.

It is an integration that involves only two systems. Since this is a rather subtle integration, some theorists disagree with considering it as system because it lacks the typical complexity of systems. The point-to-point model is a rather simple integration that involves connecting only two systems. It is through this model that much more complex systems are built of off. 

STAR INTEGRATION

Since the Star integration adopts the structure of the point-to-point model, it also inherits all of its flaws. For example with the increase of the elements involved, it tends to become more and more  chaotic. For this reason, this type of integration is also called “spaghetti integration“.

VERTICAL INTEGRATION

The model that partially solves the problems of the two previous integrations is vertical integration: here systems are put into communication according to their functionalities, creating functional entities called silos. If a new functionality has to be added, it is  necessary to create a new silo. This strategy can be suitable for companies with complex vertical infrastructures.

ENTERPRISE SERVICE BUS (ESB)

The integration that best expresses the concept of System integration is the horizontal integration in which a layer is used as a common interface between all the components. This layer is nothing more than an ESB architecture. The term Enterprise Service Bus was coined by Gartner in 2002.

In every company there are a plurality of systems and services, each with its usefulness. But if each service were to be integrated from time to time with all the new services used in the company, how many additions should we create? And would its cost be sustainable by the company?

An ESB software offers the huge advantage to  provide a unique integration for each system. ESB is capable of integrating disparate systems, connecting heterogeneous technologies and consistently providing coordination services, access security, messaging, intelligent routing, acting as a computer backbone through which all the software services and application components can travel.

ESB’s INSTALLATION MANNERS

ESB is installable through three different ways:

  1. on-premise
  2. cloud
  3. hybrid-cloud.

ON-PREMISE

The on-premise solution guarantees exclusive control over systems, data, internal management of sensitive and core data. It is a solution to be preferred in case direct data management is fundamental for business policies and in case it is necessary for the organization to be geographically localized.

CLOUD

The cloud solution ensures scalability, reliability and, above all, a quick service delivery. In fact with mobile access you can connect to data at any time, through any device

As regards the safety of the system, data and networks are protected with always backup services as well as specific security protocols to protect the integrity and confidentiality of data.

HYBRID-CLOUD

However, the storage of sensitive cloud data is often a cause of concern for companies. An excellent solution to these difficulties is offered by hybrid integration; sensitive data remain at headquarters, while non-sensitive data can remain in the cloud, offering companies the opportunity to segregate and track movements. Companies therefore decide which data to store in the cloud and which in the local.

ESB: AN OLD NEW INTEGRATION

Despite this distinction, it is necessary to specify that originally the ESB was only applied locally. The natural consequence, enhanced by the urgent need to integrate applications and on-premise data with cloud applications and data, was the identification of the ESB as a passed software that should leave the step to iPaaS solutions (integration platform as a service). However, a good software is programmed to respond to the need for updating and renewal and so we have come to the development of software, such as the GreenVulcano open source ESB, extremely lightweight that supports the APIs and integration platforms that connect to the systems legacy.

The development of software that cross the traditional approach of the SOA architecture, interpreting in an innovative way the integration of business applications (EAI), has given new life to a software wrongly defined obsolete.

ESB (2.0) is able to meet today’s needs of high flexibility, maintaining the reliability of traditional systems. In this perspective, the future of ESB seems to be positively comforting.

ASK US FOR MORE INFORMATION!

2018 was the fourth warmest year ever recorded. As global temperatures continue to rise due to climate change, an increase of 1.5°C is estimated to be the point of no return

According to some forecasts, a 45% reduction of carbon emissions by 2030 is required to avoid this rise in temperature.

  • How the Internet of Things can help us

The use of sensors and new technologies with internet connectivity  has the potential to make both our daily and corporate activities more efficient.

The same technologies can be used directly, to reduce emissions of harmful gases or indirectly, to increase the energy efficiency of business processes and industrial machinery.

It is also assumed that the implementation of smart technologies and predictive software could lead to a reduction in greenhouse gas emissions of 15% by 2030, when fully operational.

With this in mind we have selected some of the most dynamic economic sectors in the implementation of IoT solutions and that more than others are benefiting in terms of reducing consumption.

  • IoT and Agriculture

The collection and transmission of data through specific sensors makes it possible to reduce the use of water, pesticides and fertilizers.

In Australia, an unprecedented drought that caused panic among farmers was the occasion for the implementation of IoT solutions: wearable electronic sensors have been designed to monitor the heart rate, respiratory rate, basal temperature and blood pressure of the cattle. The installation of meteorological stations for the monitoring of climatic conditions has, instead, helped the farmers to forecast the weather, saving on consumption.

It is estimated that this market will grow by $ 6.4 billion by 2025.

  • IoT and Traffic

The search for parking is one of the leading causes of pollution in major cities across the world. That’s why they are constantly looking for solutions to address the traffic congestion issue, also important to reduce people’s stress.

To solve this long-standing problem, GreenVulcano has studied an integrated mobility solution (see Sparta Project) where the data coming from cars are interpolated with the data of traffic lights and parking lots, allowing to drastically reduce the circulation time, and therefore also the pollution levels.

According to Ken Washington, CTO of Ford Motors, the introduction of driverless vehicles will lead to a further and significant reduction in traffic congestion problems in large cities like New York.

  • IoT and Prevention of illegal deforestation and storage

Illegal and uncontrolled logging is in second place among the causes of climate change (Rainforest Connection report).

IoT devices allow us to detect and report illegal deforestation and deforestation activities. Monitoring takes place using recycled mobile phones already destined for destruction, to create an acoustic monitoring system that detects and recognizes unusual activities, sending immediate warnings to rangers.

  • IoT, Energy & Utilities

One of the sectors traditionally guilty for creating significant amount of carbon dioxide emissions is energy production.

There are many IoT projects designed for energy companies:

  • Creation of reactive energy networks, where energy is supplied according to need, while artificial intelligence algorithms help to predict future consumptions and usage patterns to channel the creation of new, more sustainable electricity.
  • The use of smart meters, among consumers, to encourage consumption towards the time slots where the supply of energy is greater.
  • IoT and Infrastructure

IoT technologies are currently used on a large scale inside all the most-structured manufacturing companies to increase the efficiency and effectiveness of their production.

Companies that manage great infrastructures can greatly benefit from machinery and building monitoring systems, to keep energy expenditure, and consequent pollution, under control. 

At the organizational level, processes can be rationalized with the aim, for the most virtuous companies, to make the entire production process 100% sustainable and independent from fossil resources.

The materials used in the construction of buildings is significantly improved, which allows the reduction of energy dispersion, efficient monitoring of the structure and a targeted and immediate maintenance.

  • Our future

The Internet of Things is now within everyone’s reach, regardless of our role in society and our spending power.

To obtain the best results, and a drastic reduction of harmful emissions in the world, it would be desirable to have an overall and long-term strategy.

But even as individuals, citizens or businesses, we can make the difference, exploiting the technological innovations that the market makes available and becoming more aware of the effects of our actions in the surrounding world.

Tell us your technological experiences or contact us for any clarification.

This article is the continuation of the previous blog that you can find at this link and we suggest to read it before going ahead.
Big data in “new marketing” in this case is an artificial intelligence, first of all the automation of marketing processes.

D’Ambrosio emphasizes: “Marketing Automation is growing rapidly, it has been calculated that already 50% of companies use automation and a market expansion is expected in the coming months, but the analysis done also takes into account the simple automation of mailing list, while in my opinion the true concept of Marketing Automation is in the segmentation of customers, and the sending of targeted campaigns based on segmentation”.
The added advantage of Machine Learning in predicting certain results from patterns observed by Big Data offers a way in which repetitive tasks can be reduced and focuses more on the content of the campaign.

Recent advances in artificial intelligence and machine learning have paved the way for marketing automation tools.
On the topic GreenVulcano has clear ideas, stating with D’Ambrosio: The goal that must be asked is predictive personalization. In the sense that before the user needs to purchase a product, the “NEW MARKETING AUTOMATION” must be able to intercept it. This is precisely the innovation that must be pursued in the coming years, and companies that use such tools will be able to acquire customers before others”.

Predictive analysis uses data to predict certain results.

It is mainly used to monitor and signal the development of the strategy and the campaign. The value attributed to potential customers in the lead score based on behavior and other factors is taken into account with the data involved. The data must be large enough so that the Machine Learning is able to distinguish the difference between the underlying model and what is simply noise.

This intuitive tool is an essential element for the human shopping experience. The analyzes are able to segment the data into specific cluster models that identify models related to the customer’s previous purchasing behavior and store this information to predict the possibility of future purchases. All this provides companies with a better opinion on where to direct their funds because the analysis is able to predict high value customers with the highest propensity to buy.

D’Ambrosio explains: “Furthermore, in this artificial intelligence can play a fundamental role, which is to predict the best time to campaign against a specific client, the AI ​​must help manage customers as single entities, and not more like customer clusters, by doing so everyone will have targeted communications and only when I have the need (or am I to have) will I receive the right offer for me, with communications made adhoc for me and not the usual fired communications all the same”.

Live communication on social media is a perfect place to capture relevant data and send personalized messages in real time. Marketers use the data collected to perform content evaluations and automatically adapt messaging.

As Big Data will be increasingly available and integrated into the vast array of technological innovations that connect the world today, marketers need to find ways to better understand what these data are trying to show. The automation of the market no longer works by sending tons of e-mails, or by making constant calls, announcements or the monitoring of multiple websites is not enough to truly understand the consumer.

Having data is not enough without understanding its meaning. Predictive analysis can help us look beyond the data and examine the value found within the underlying model of consumer behavior. Together with Market Automation Predictive Analytics is the driving force of modern market strategies. The human experience will be satisfied, making it a victory for the consumer and in the same way for the companies that will see the business increase. GreenVulcano Technologies, a company dedicated to offering innovative solutions for companies using IOT technology, provides its predictive analytics services to meet its marketing objectives.
For more information, visit this link.

As you can imagine from the title the topic of the next blogs is quite vast and complex and therefore we want to start with a simple example to introduce the subject even to the less experienced. You probably had this happen to you. Let’s say you are glancing at a pair of shoes from your favorite online store. Be it the lack of funds or indecisiveness of the color selection, you end up navigating your way out of the website. The next website you find yourself in is totally different from the last, yet, somehow on the right side of the screen you spot something all too familiar – the same shoes. This is an example of ad retargeting, one of the different types of processes that marketing automation provides as a tool for marketers.

The commerce landscape has changed into a growing virtual shopping cart, consumers are turning to the internet to purchase goods and services essentially pushing marketers’ to redefine their tactics and strategies. Though traditional marketing relied heavily on mass media channels like the TV, magazines and radio, it had no real means of knowing who the consumers were or knowing the value in return from a specific campaign because tracking proved to be difficult.

The internet has paved the way for marketers to not only know who their consumers are, but also to track in real time the response rate of a campaign, opening the door to a new branch called digital marketing. This branch involves all social platforms and tools necessary for companies to reach and establish a relationship with consumers. A method such as this may seem to be the answer to all marketers’ dreams because it expands the tools available to carry through a successful campaign using activities such as search engine optimization, content marketing and campaign marketing to remove remedial task work.

However, simply having these tools is not enough in establishing automation efforts that will generate an efficient return on campaigns. Enter Big Data in tackling these challenges.

Not too long ago Big Data found itself on the other end of the stick with marketing automation. The crossover was practically nonexistent. Now the gap has been closed and they’re highly dependent on each other. Big Data alone has its own set of tasks from collecting and organizing its data to transforming the information into relevant insights that offer growth. To get most out of the data marketers need to use tools that will help with accuracy. This is where personalization comes in.

“We need tools to do this more and more innovative, flexible and “intelligent”, it is not enough to feed the list of customers to any marketing tool and hope that by putting a filter on age and sex, you grow your company”, said Marco D’Ambrosio Head of R&D Laboratory in GreenVulcano.

As consumers spend more time on apps, websites and web pages every day they are leaving their digital footprint behind. In e-commerce the millions of page views and reaches at each touch point hold a great deal of the data. The data contains wealth of information on the various stages of the consumer’s purchase history providing marketers a leverage to use when coming up with campaigns and promotions to create an individualized experience.

Personalization may seem to be somewhat of a hurdle by just having marketers work. It is actually a balancing act that requires the input of big data and the creative touch of the marketer to enhance the consumer experience. The future success of these business will be dependent on building relationships with customers and that will be dependent on sorting out the data to understand who the audience is. Artificial Intelligence plays a role in humanizing the experience by bringing efficiency in marketing automation. The use of up to date data and predictive analytics delivers promotions and offers in real time for the customers interested in that moment.

This concludes the first part of this study on new technologies and digital marketing.

In the second part we will analyze in more detail how the Artificial Intelligence must become an essential element in order to have a competitive advantage over competitors.

When you want to continue to offer a valuable service over the years, in a competitive market such as technological innovation, one characteristic is that of being informed about the latest technologies and knowing how to anticipate trends.

This is why we at GreenVulcano not only inform ourselves but try to understand the true essence of the new technology by understanding it in its entirety.

Therefore we find it incorrect that the common opinion identifies the Blockchain to bitcoins, almost as if they were a synonym of the other.

In reality the Blockchain is a much more complex technology, and therefore more interesting, as it can be used in the most disparate fields.

This article aims to highlight this type of application, bringing real examples beyond the virtual blockchain / coin association such as money laundering, fraud detection and better banking services.

Why Blockchain is a Powerful Tool in Combating Money Laundering

History has  dealt with its share of trickery and evasiveness when it comes to tracking the origins of money. Criminal gangs, drug lords and terrorists groups each year manage to illicilately evade authorities by transferring money to different parts of the world. It is estimated between 2- 5 % of the global economy involves money laundering. Armed with technological advances, these wrongdoers continuously find new avenues in bypassing the regulatory authorities. Blockchain and its recent advancements have the potential of eradicating this practice.

The process of blockchaining involves a decentralized approach to information, where it is stored across an entire network. The  network contains different interactions involving proceedings like  tax fillings, wire transfer, bank deposits, which are accessible by a single person owning  a computing. Transactions are authentified with participators known as nodes that work to verify the network is free from tampering while at the same time checking and  reducing the chances of falsified documents from entering the exchange. Once authentication is processed, the transaction is then viewable to the rest of the entities in the network.

Blockchain has the capacity of tracing back identifiers of previous transactions because the transactions happening in the block cannot be altered in any way.  The block in the chain contain information about the transactions, who was involved ( though this lies strictly within a digital signature)  and a unique identifying code called a hash, which separates each transaction. The hash is configured information that uses math functions and string of lettering. If any of the functions are altered, the hash will also change. Therefore, if anyone changes the hash in one box the old hash moves to the block that follows, this would require the person involved to revise the hash alongside the rest of the ones in the chain with much time needed. Though it is not impossible to carry this out, it proves to be fruitless because it is impossible to delete.

The developmental aid sector is curtailing money laundering through blockchain. A student in the University of Cape Town used blockchain to develop a way to counteract possible corruption and fraud when donors transfer money intended for aid to beneficiaries.  The process works by having the money transferred into an escrow account through a bank that distributes tokens resembling fiat money to the beneficiaries. They  are the only ones able to redeem the token, thus,  eliminating fund interception. In this sense, Blockchain technology offers clarity and support for donors, while at the same time providing  organizations a way to track where and how the money is being distributed for direct and indirect expenses.

Another example is Honduras’s government that has partnered with industry based expert, Factom to monitor the registration and recording of land claims due to its history with land-title fraud.

Similarly, IBM is jumping on the bandwagon moving beyond partnerships with industries implementing blockchain. The company submitted a patent for “Node Characterization in Blockchain” system, the transaction identifiers found in the nodes. The data from these nodes will be used to collect information on the different types of transactions that compose the network.

Blockchain and new services for banks

Banks and economic sectors are also looking at the potentiality of Blockchain. 69% of the worlds biggest banks are experimenting including: Goldman Sachs, Microsoft and Bank of America Merrill Lynch, Barclays, BBVA, CIBC, Commerzbank, DNB, HSBC, Intesa, KBC, KB Kookmin Bank are just a few.  Highly known for its strict regulations led by conservative attitudes, banks are seeing the promising benefits and possible solutions their most pressing challenges.

Traditional banking relies on mediators to carry out various functions. These participators make them more expensive; Blockchain eliminates the need for these mediators, making services more affordable for the bank and consumer.  A popular area that Blockchain seems to be of value is in international money transferring for its reduced costs and faster processing. User banking transactions online can also be effectivized by cutting the steps for identity  verification. If the user is given the choice to select who they wish to identify themselves with and how they are identified, then that can be transported over to other services found in the same blockchain without the need to reverify who they are.

Civic is a identity verification system that does exactly this without actually collecting or storing data. In the decentralized system it works as a digitized form of a wallet where a verified identity is used and checked independently across a range of services from a single blockchain, thus eliminating the need for the user to identify themselves every time. Bank of America started last December implementing Blockchain in its ATMS. The aim of the project of is to improve the communication within the systems by facilitating transaction services involving cash withdrawal and other service  to consumers who may not be in the same bank, but are part of a partner bank that lies within the same ATM network.

Conclusion

Although Blockchain is not a recent technology, it is certainly something that has gained some interest over the past two years. The advantages of its use have opened new perspectives in the fight against money laundering around the world, as well as helping the banking sector to improve its services and to be less expensive.

But it is not only this, in Greenvulcano we think it will be a revolutionary technology especially for companies within the industry 4.0 sector.

This is why in all our IoT projects we are configuring our integration systems so that we can support a Blockchain network.

If you want to know more, visit the section of the site that explores the topic at this link.