Eagle Eye is leading the charge in the world of personalised marketing.
In a recent interview, Miles Toland, Enterprise Solutions Lead for APAC at Eagle Eye, discussed how the company is transforming the loyalty and promotions landscape for retailers across the region. With technology underpinning its services, Eagle Eye is enabling businesses to connect with customers in increasingly tailored and direct ways.
"We help our customers shape their loyalty and personalisation strategies at scale," Toland said. Eagle Eye's strength, he explained, comes from its Software as a Service (SaaS) framework and extensive use of cloud infrastructure. "We're powered by the Google Cloud which allows that scale to happen as well."
The platform's integration capabilities were another area highlighted by Toland, who pointed out how easily Eagle Eye's APIs can "slot directly into your enterprise architecture – and just get everything moving."
One of the most striking statistics Toland shared was the sheer volume of data handled by Eagle Eye. "We actually adjudicate over 350 million baskets every month," he noted. This growth, he said, contributed to "a 56% year-on-year increase in the number of baskets adjudicated."
Continuous innovation lies at the heart of Eagle Eye's approach, described by Toland as being shaped by "working with our customers, road mapping, things like that." The company focuses on "decisioning capabilities – think about a trigger and an action, if-then rules." This, he explained, unlocks "really, really, really hyper one-to-one personalisation."
Beyond deepening personalisation, Eagle Eye has invested in building a more robust partner network. Toland spoke of expansions in CDP (customer data platform) integrations and collaborations with major vendors globally.
Over the past year, Eagle Eye has reportedly rolled out 30 new features, each addressing challenges faced by its business partners. These enhancements include adding "new offer types", expanding flexibility for loyalty strategists wanting "unique offer types," and bolstering security. "Security and global restrictions are quite high on everyone's radar at the moment," he remarked.
Other new features include enabling point refunds during returns, a "big sticking point for some customers," and deploying a multi-stage e-commerce fulfilment capability to "limit fraudulent transactions." Toland described these advances as "a lot [of] things around security, fraud, things like that."
The company prides itself on operating at impressive speed and scale. "We've also reduced our API response times in the year by 46%, so now our average response time sits at 250 milliseconds," Toland said. "If you think about adjudicating 350 million baskets a month, but doing that in 250 milliseconds every time, it's extremely scalable and robust."
Looking forward, Eagle Eye's product development teams are "really focused on customer-centric use cases," according to Toland. By working closely with clients, the company is shaping its future through a pragmatic mix of customer needs and emerging market trends.
A particular area of investment is "creating loyalty and marketing in the moment at scale utilising AI." Toland gave an example: "If I'm a shopper at a grocery store, I could walk up, pick something up off the shelf, and in the moment – say I'm shopping with my phone – I could be serviced something in that moment." This push towards real-time engagement, often referred to as "in the moment" marketing, is designed to make promotion and loyalty initiatives more effective and relevant.
Toland admitted that he did not have an exact figure for the company's number of partners but was emphatic about the breadth of its alliances. "We're a Google partner so we work with obviously Google on a global scale," he said, noting that Matthew Smallpage, Head of Global Partnerships, could "talk about partnerships – he would know the exact number." Nonetheless, he confirmed that Eagle Eye has "quite a large partner network at the moment across the globe."
Within the APAC market specifically, local infrastructure and support are viewed as vital. For major regional clients, Eagle Eye builds "support teams and resource around those customers on a need basis essentially." Toland was keen to underline the company's commitment: "We have local resource: project services, support, sales, solution consulting – all the general things that come with a SaaS vendor in the region." He also pointed out the benefit of a local data centre, saying this is "really good for our customers down here."
When asked about the best way for a prospective enterprise user to engage with Eagle Eye, Toland suggested, "The website's probably the best place to go – first point of call." He noted that existing Google customers could also access Eagle Eye through the Google marketplace. "As always, my DMs are open on all the different channels – LinkedIn, however you guys want it, that's fine," he added.
After an in-depth discussion about everything from personalisation and artificial intelligence to security, fraud prevention and regional strategy, Toland remained enthusiastic about the company's trajectory and client engagement. "Thanks so much, Tom, really appreciate your time," he said, in closing.
