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COMPANIES & COMPAIGNS

groundbreaking in digitizing consumer products at • Machine Learning and Analytics: data
scale and connecting them to the Web to get value visualization and advanced algorithms can be
from the Internet of Things. For instance, applied to product and consumer datasets to
manufacturers can connect their products to the unlock actionable insights.
EVRYTHNG cloud, access data management and
analytics services to make them smart, interactive, • Blockchain: integrated anchor product data and
programmable, and trackable. In other words, the events on different blockchains using our pre-built
EVRYTHNG platform allows brands to digitize their connectors for verification and transparency.
physical goods using a range of connectivity
technologies — from image recognition, QR codes, • Reactor Rules Engine: a customizable and real-
Bluetooth, NFC, and RFID to printed electronics and time scripting tool which allows you to automate
sensor tags to embedded chips — and manages the workflows and alerts based on real-world actions
real-time IoT data to run applications in real-time on the and events.
Web that unlock business and customer value.
• Dynamic Scans: a patented URL redirection tool
EVRYTHNG’s IoT platform-as-a-service to define the web service the user’s device is
routed to, according to dynamic and context-
From early on the company believed in the idea of a specific parameters, like user profile, location, or
transactional economy and that the Web will inevitably day.
include billions of objects sharing dynamic information
about themselves in real-time; hence, the EVRYTHNG • Integrations: allowing that a product can connect
platform provides digital identity and data management into wider digital ecosystem via out-the-box
for physical products. At the heart of the platform is the integration modules for common platforms like
concept of an Active Digital Identity, mapped to an on- Salesforce, SAP or Amazon Alexa.
pack code, tag or sensor, which connects it to the web
and the wider digital ecosystem. An intelligent digital • Security: each product URL has a unique crypto
twin for every product with its own unique URL. Multiple secure key so that communication is protected by
identifiers can map to the same digital twin allowing for strong Web protocols (TLS) and data strictly
interoperability between different codes, including the controlled by granular and flexible permissions.
following:
Since EVRYTHNG operates as a B2B cloud platform-
• A Semantic Data Model: a flexible and dynamic as-a-service, brands own all the data and control their
way to capture all your products’ attributes using digital consumer and supply chain stakeholder
GS1 vocabularies so that its profile is accessible relationships directly. ◊
over the web and can participate in applications.
By Daniela La Marca

October 2021: IoT in Marketing 21