Online customer behavioural data is often undervalued and rarely fully exploited to truly understand the motivations and future behaviour of site visitors, says digital analytics company Redsella. In a new partnership with lifecycle marketing company MAGIQ, Redsella is looking to help businesses rediscover their customers using MAGIQ’s online data and other offline data to provide a holistic, 360 degree view of who the customer is and what they intend to do.

Redsella’s ability to wield heavyweight numerical algorithms and statistical processes means that it allows businesses to truly understand their visitors and customers. Linking MAGIQ’s detailed visitor and behavioural data with their customer insight science, Redsella will enable businesses to identify and target key visitor segments and make informed predictions about customer behaviour, such as when a customer is about to defect and likely to change service.

Dr Jaan Nellis, Director at Redsella, said: “Unfortunately, the increasing complexity of measurable data has led to many ecommerce companies forgetting that their most important asset is their customers. They’re putting a lot of effort into measuring customer interactions, but they’re forgetting that the point of that measurement is to gain a better understanding of not just who each of those customers are, but what they’re likely to do.

“MAGIQ has world class, innovative technology, along with stellar support from the technical team. They’ll be gathering online customer behavioural data for the Redsella platform, which is often overlooked as a high quality data source and as one that can have a significant benefit for businesses. For example, customer behavioural data can be particularly useful in identifying when companies’ key targets are likely to be making choices and enabling our clients to either anticipate or avert those decisions.”

Malcolm Duckett, CEO of MAGIQ, said: “Redsella is poised to take a position at the forefront of the customer analytics field by exploiting their analytical skills and MAGIQ’s detailed data to develop highly actionable data about businesses’ customers and visitors. The beauty of the partnership is that customers can then use MAGIQ to implement automated campaigns based on this insight to target individuals at key moments in their lifecycle with the brand to maximise return, retention, conversion or sales.”


About Redsella

Redsella is a UK based limited company founded by Dr Michael Kerin & Dr Jaan Nellis, who have between them nearly 50 years of experience in the advanced data analytics market, mainly applied to solving business problems. In that time they have created many innovative processes and bespoke solutions, providing bottom line benefits to clients in areas as diverse as marketing, finance, operations, logistics, security and fraud detection, whilst building a reputation for quality, reliability, integrity & service.

Through Redsella, they are now using that combination of quality & experience to generate benefits for clients in new fields, such as online commerce and markets that are only just becoming data rich, as well as continuing to serve those that have been reaping the rewards of data analytics for some time now. Whatever the market, the commitment to providing a high quality service and building long term relationships with clients remains unaltered.
For more information on Redsella visit


MAGIQ is the real-time lifecycle marketing company dedicated to helping businesses ‘market like a megabrand’, with its powerful, affordable and effective web personalisation and lifecycle marketing services.

For full details of LifecycleMAGIQ and the full range of services on offer from MAGIQ, please visit

Published on: 11:23AM on 5th September 2013