Our customers — who they are, what they want, and what we bring them

on March 2, 2022

As an enterprise IT solution, SMARTS has different customers in the same organization who directly use it or indirectly benefit from it. This blog post aims to succinctly describe who our customers are, what they want, and what value we bring to each of them that matches their unique needs.

Business analysts

In our terminology, these are the customers in the organizations who design, author, deploy, and update decisions according to the company’s policies and industry’s directives.
When they looked for a decision management solution, they looked for product simplicity and rich functionality. More importantly, they wanted autonomy once the solution was in place.

After a few weeks after training on SMARTS, our business analyst customers reported that they very much liked to have data, models, and business rules in the same tool. They enjoyed how we succeeded in managing SMARTS’ evolution to have both richness and easiness in the same product. They also enjoyed being able to quickly author, test, deploy, run, monitor, and change decisions. Their experience with SMARTS was a joy as they could focus on the decisioning process and its outcomes instead of the technology to implement it.

Business users

Business users are the people who run, monitor, and manage the performance of the business. In our case, they are the internal customers of business analysts. They are the ones who use the solution daily.

They wanted to know how easy it will be for them to monitor decisions built by business analysts and make the necessary changes when the actual performance may deviate from the expected performance.

After using SMARTS, business users reported the following benefits: Quick change-test-deploy-run cycles, being able to work without coding and with no prior knowledge of machine learning or business rules, just with their knowledge of the business and using web forms and point-and-click.


By IT, we designate IT the people who install and connect the solution to the rest of the organization’s IT system. They asked for integration, performance, security, and fit with the IT global architecture and governance.

They want to have business analysts and business users to be autonomous but at the same time being able to monitor the solution as the rest of the IT infrastructure.

IT people liked all the performance, security, integration, and scalability we promised. They also appreciated SMARTS adherence to the enterprise IT architecture and governance as expected. They liked how easily they could deploy SMARTS on premises or in the cloud. Finally, they also very much liked to have no additional development or changes in the current applications.

Data scientists

These are the people who develop and manage models using data science libraries through languages such as Python, R, SAS, and SPSS.

They are not direct users, but they were willing to see their models fully operational into the new solution while they continue their effort on enhancing existing models and experimenting with new ones.

Thanks to SMARTS, they were able to know the performance of their models in production with real data and transactions. SMARTS was an effective demonstrator of their models.


In our case, these are the people who head organizations or verticals where decisions are at the core of their operations, throughout all the organizations activity. Their attention is “more revenue, less cost, and why not both!”

They wanted to hear about similar successful implementations in their market, in particular the time it would take to recoup their investment in the new solution, and the strategic advantages it will provide them after one year or two in production.

To management people, we brought strategic benefits. They could operate the business under a decisioning process that implements the business strategy. Their organization could finally make informed, error-free, and unbiased decisions. And they were insured that the decisions taken were in full compliance to internal policies and industry regulations.

If you envision modernizing or building a credit origination system, an insurance underwriting application, a rating engine, a product configurator, a condition-based maintenance application, or such applications, SMARTS can help. Just contact us or request a free trial.

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Sparkling Logic Inc. is a Silicon Valley-based company dedicated to helping organizations automate and optimize key decisions in daily business operations and customer interactions in a low-code, no-code environment. Our core product, SMARTS™ Data-Powered Decision Manager, is an all-in-one decision management platform designed for business analysts to quickly automate and continuously optimize complex operational decisions. Learn more by requesting a live demo or free trial today.