Smart JIT MOT Marketing by Richard Hechenbichler
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Have you pondered on how to disrupt the Agency Marketing model? How to promote tough competition in the financial services industry? And on top of that empower consumers? Well, that's my vision to it. Want to talk about it? Reach out.
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Smart JIT MOT Marketing by Richard Hechenbichler
- 1. Brought you by Richard Hechenbichler http://richardh8.xyz Smart JIT MOT MarketingYes, Business for Everyone! Brought you and made with ♡ by Richard Hechenbichler © 2017
- 2. We are customers, employees, students. Brought you and made with ♡ by Richard Hechenbichler © 2017
- 3. “I want things when I need them, sometimes, I want to get things I was not even aware I wanted, put it all in the right price tag and payment options please. Yes to go!” Founding forces Brought you and made with ♡ by Richard Hechenbichler © 2017
- 4. Empower Consumers Enable an ecosystem that provides a human-centered economy, healthy, fair, transparent, responsible and sustainable for various segments of economies at the local and global levels Where people is recognized as being real people, special, that foresees a society that can create value and wealth through the flow of economical assets across manufacturers, merchants, financial systems and most importantly, consumers. How Provide a compelling and comprehensive purchase user experience Disrupt the marketing and advertising business models Increase the competition in the financial providers sector Brought you and made with ♡ by Richard Hechenbichler © 2017
- 5. Broadcast Offering Strategy (AKA Massive Marketing) Currently vastly in use Customer Merchants & Service Providers Millions Thousands Less than ~1% Brought you and made with ♡ by Richard Hechenbichler © 2017 Is that efficient? And Intelligent?
- 6. Smart JIT MOT Marketing Strategy ( Aka Conversion 101) Customer Merchants & Service Providers MIND THE BUSINESS? Subjectsn ~100% Brought you and made with ♡ by Richard Hechenbichler © 2017
- 7. Proposed Solution Turn 180˚ on current consensus, yes upside down! Problems Challenges for CMOs Small # of conversions Short-sighted massive offerings Too late or too early? Friction and hassle Undetected competition Right balance of offer Marketecture Smart JIT MOT Offers Solutions Disrupt the model Shrunk funnel for effectiveness Intelligently Personalized Offers Just in time One-click to yes, I do Flying over red ocean Ultimate purchase experience Brought you and made with ♡ by Richard Hechenbichler © 2017
- 8. Proposed Solution Turn 180˚ on current consensus, yes upside down! Problems Marketecture Smart JIT MOT Offers Solutions Brought you and made with ♡ by Richard Hechenbichler © 2017
- 9. BigData Hypothesis Solution Proposal Internet of Everything Financial Service Providers Merchants & Service Providers On-Demand Data Lakes Marketplace & APIs People <Customers> Enroll Products and Segments Create Campaigns and offers Deliver Targeted Prospects and Customers Enroll Financial Products and Services Load bulks of social & other data Listen to Events Transacts Purchases Interacts Partners... Inquiry for FS Customers and set battles Machine Learning Delivers JIT MOT Video offers in ubiquitous fashion Publishes feedback and referrals Ecossystem Personalized Video Streams JIT MOT MKT Brought you and made with ♡ by Richard Hechenbichler © 2017
- 10. User Journeys Brought you and made with ♡ by Richard Hechenbichler © 2017
- 11. User Journey 2-Receives a JIT MOT Video Offer with a matched financial solution 3-One-click purchase confirmation People <Customers> 4-Receives purchase confirmation, confirms delivery and FS options Under the hood 1-MOT Uncover, triggers Pardot Personalized Video Offer and sends to customer 5-Pays and awaits for delivery... BigData Hypothesis On-Demand Data Lakes Marketplace & APIs Machine Learning Personalized Video Streams 6-Receives data from all interactions since the offer all the way to purchase JIT MOT MKT Brought you and made with ♡ by Richard Hechenbichler © 2017
- 12. User Journey 1-Enroll the product and pricing ranges 2-Defines potential market niches and segments 3-Determines campaigns and offers 4-On-demand Data Lakes kicks in, gathering data from many different sources narrowed by market niches 5-Big Data algorithms are created automagically, mining for target prospects 6-Machine Learning algorithms start to learn about the target prospect, and listen to ongoing events 7-When MOT is uncovered, a targeted prospect offer opportunity is sent 8-Get targeted prospect opportunity with the right financial institution and solution Under the hood Merchants & Service Providers 9-Sends campaign and determined offers BigData Hypothesis On-Demand Data Lakes Marketplace & APIs Machine Learning Personalized Video Streams JIT MOT MKT Brought you and made with ♡ by Richard Hechenbichler © 2017
- 13. User Journey 1-Enroll financial products and services 2-Defines customer segments 6-Receives the temporary transaction for purchase 3-Once a targeted offer opportunity is uncovered, a match according to customer and FS Provider is done 5-A temporary transaction (as promise) is done, and sent to Merchant for proceedings Under the hood 4-Negotiation with FS Provider according to Merchant deals is done too, according to customer profiling 7-Receives transaction for registry Financial Service Providers BigData Hypothesis On-Demand Data Lakes Marketplace & APIs Machine Learning Personalized Video Streams JIT MOT MKT Brought you and made with ♡ by Richard Hechenbichler © 2017
- 14. Case Brought you and made with ♡ by Richard Hechenbichler © 2017
- 15. Problems & Jobs - Current thinking of CMOs on how to market ~65% - Small # of conversions or lack of context ~4% - Massive offerings through ads and no personalization ~1% - Too late or too early - Friction and hassle leading to loss of momentum ~ 75% - Undetected competition via comparison site reviews ~60% - 75% - Right balance of desirability, pricing and financing ● Sources: Monate, Smart Insights and Springer Link Brought you and made with ♡ by Richard Hechenbichler © 2017
- 16. Potential Pivot Value Proposition Get value-added, price fit and financial solution offers exactly when you need them Shrink the funnel of Offers by matching known and unknown demands Amplified transaction volumes and fidelization, while gaining new customers Customer Relationships Being Enchanted and sometimes surprised Feeling confidence to keep going with the business Getting excited with the opportunities Customers Online Shoppers Merchants & Service Providers Financial Service ProvidersChannels (Ubiquitous) Search Social Networks and Messaging Push Notifications & email Web/Mobile Platform & APIs Brought you and made with ♡ by Richard Hechenbichler © 2017
- 17. Potential Revenue Pivot Revenue Streams Platform Elastic Fees Product/Niche Enrollments % over sale Product, Solution and Segment Enrollments % over transaction Brought you and made with ♡ by Richard Hechenbichler © 2017
- 18. Tech Stacks Brought you and made with ♡ by Richard Hechenbichler © 2017
- 19. ➔ AWS Big Data Analytic Frameworks capabilities ➔ AWS Kinesis Firehouse and Streams for massive volumes and customer applications such as hypothesis templating and target mining ➔ Angular.js and React.js for Web/Mobile Marketplace channels ➔ Amazon for Back-end Services and APIs with Lambda Serverless approach ➔ WOS2 API Management for Management ➔ AWS Cloud partnership for auto-provisioning and creation of data sets with Lambda Serverless Integration and Transformation ➔ Extension of WOS2 for API interfaces and registry of consumption ➔ Python and R for predictive modelling ➔ Kick inIBM Watson partnership for target learning and MOT listening ➔ Plug-in API model for merchants and FS get progress on the learning process ➔ Assess the possibility to partner with Pitney Bowes On-Demand Video stream and frameworks Platform Solution Proposal BigData Hypothesis Marketplace & APIs On-Demand Data Lakes Machine Learning Personalized Video Streams
- 20. Initial Dimensional Subject Models Channels Social Styles Financials Health Personal Interests
- 21. Increase in Customer fidelity, Volumes and businesses, while enabling economies Win-Win-Win - we win Frictionless, Transparent & Fair purchase User Experience, Literally getting access to valuables and wealth Quality and Quantity improving customer intimacy, referrals and sustainability A bridge connecting People and economies through meaningful and relevant offers THE GAPLESS EXPERIENCE Brought you and made with ♡ by Richard Hechenbichler © 2017 JIT MOT MKT
- 22. Questions? Brought you and made with ♡ by Richard Hechenbichler © 2017
- 23. Figures Brought you and made with ♡ by Richard Hechenbichler © 2017
- 28. Source: Springer Link - Article on The role and impact of comparison websites on the consumer search process in the US and German airline markets https://link.springer.com/article/10.1007/s40558-015-0037-9 Measurement Unique visitors (000s) Germany United States Unduplicated visitors to all airlines (set α in Fig. 2) 4240 25,123 Unduplicated visitors to all comparison websites (set β in Fig. 2) 3878 32,360 Unduplicated visitors to the airlines and comparison websites (α ∪ β) 6491 44,191 Model 1 Airlines only (set γ in Fig. 2) 2613 (40 %) 11,831 (27 %) Model 2 Comparison websites only (set φ in Fig. 2) 2251 (35 %) 19,068 (43 %) Model 3 Combination of airlines and comparison websites (set δ in Fig. 2) 1627 (25 %) 13,292 (30 %)
- 29. Thanks! Richard Hechenbichler richardh8 http://richardh8.xyz/dtc “Digital transformation starts with you, not technology…” KEEP CALM AND CALL RICHARD Brought you and made with ♡ by Richard Hechenbichler © 2017