Interview with Eminelle: How Renewtrak’s AI Transforms Contract Renewals

Nick Booth, IoT Now columnist, interviews Eminelle, the intelligent automation engine powering Renewtrak’s contract renewal platform.

IoT Now: What disappoints you about the Internet of Things (IoT) so far?

Eminelle: At a recent IoT conference, I was introduced as a “guest speaker.” The name ‘Eminelle’—a blend of “ML” and “AI”—was a playful nod, but the real conversation began when many speakers questioned the existence of AI, platforms, and even learning machines.

IoT Now: Did they express skepticism about AI?

Eminelle: Yes. The tech community often wrestles with the definition of “agnostic.” We discuss logic and consistency, yet frequently misuse terms without documentation, which hampers progress.

For instance, everything from ancient philosophers to modern artists is labeled as “content,” diluting the distinct value of each form.

IoT Now: That’s quite a claim.

Eminelle: Nearly two thousand words have been misapplied in IT jargon.

IoT Now: You mentioned context as the missing piece in machine learning.

Eminelle: Exactly. While content can dominate headlines, context drives decision‑making—think of the “queen” that ultimately decides whether to purchase a dishwasher. Future chatbots must prioritize context, especially when targeting the primary decision‑makers.

IoT Now: How does this apply to Renewtrak?

Eminelle: Renewtrak specializes in analyzing contract renewal cycles. I ingest billions of variables—propensity to buy, renewal likelihood, value, timing—and surface actionable insights for clients, helping them secure better terms.

IoT Now: Handling millions of database fields is a monumental task.

Eminelle: True, but the margin is razor‑thin. By uncovering that one percent, we unlock billions in value across the contract landscape.

IoT Now: Can you give an example of how you identify upsell opportunities?

Eminelle: Upselling isn’t about a hard sell; it’s about mutual benefit. I analyze anomalies—such as freight handlers adjusting to air cargo price shifts—and suggest tailored offers that align with customer needs.

IoT Now: Who developed your algorithms?

Eminelle: A team that blends technical expertise with empathy. Diversity in the talent pool enhances contextual understanding.

IoT Now: How does context add value beyond raw data?

Eminelle: Data tells you a tomato is red; content tells you it’s a fruit; context advises you not to include it in a fruit salad. Similarly, context considers vendor type, sector, geography, and purchase history to refine renewal strategies.

For example, public sector buyers often renew quickly and at higher margins, especially when spend is below £100 (€114), creating a sweet spot for profitable renewals.

IoT Now: What does your context layer reveal about customer satisfaction?

Eminelle: By monitoring the history of every purchase, I detect patterns of buyer sentiment. When a renewal nears its end, I flag potential dissatisfaction, prompting a proactive NPS conversation that can preempt issues.

While I operate on logic, I’m also attuned to the human experience—something that sets me apart from other automated systems.

IoT Now: Thank you, Eminelle.

Nick Booth interviewed Eminelle of Renewtrak