Plumb5 is a unified data platform with machine learning capabilities, built for effective customer engagement by providing real-time insights and decisions for machine-driven next actions. Plumb5 is a Customer State Machine. With customers using multiple touch-points, it is very important to engage them at every touch-point with relevance and context. In order to do that to every single customer, you have to resort to machine-driven intelligent automation, which can learn and compute from past and present behavior in order to create true context and relevance in every customer’s experience. We’ve developed a state machine automation that understands the state of the customer (by computing customer stages, behavior, and interactions), looks at a rule book to perform the next action (personalized message), and collects responses to update the behavior. Using the concept of customer strings, this loop automation constantly updates the string in real-time.