Are you sure you’re being relevant every time you engage with your Customers/Leads?
When we think about the future of marketing we must immediately think about being 100% relevant. Utopia or not, the brands nailing the marketing automation today are already highly relevant to their customers because they deliver the right content at the right time, through the right channel. Well crafted Marketing automation not only enhances ROI but it also raises brand awareness. This because a consumer/customer tends to be less spammed while he receives what he wants, when he wants in the correct context; this not only applies to B2C but also B2B and that’s a true story!
Hutsi is a marketing automation AI platform that allows companies to deliver online and offline cross-channel campaigns seamlessly to thousands of customers and use customer interaction information to constantly adapt campaigns in real time to each customer, thus maximizing relevance and ROI.
The product is fully our own conception and execution and we are on continuous development for 2 years.
Let’s now go through the different key points of the platform:
- Customer Story
- Create Engagement Material
- Advanced Segmentation
- Proactive Intelligence
- Advanced Analytics
All the following examples have into consideration a coupon campaign for an FMCG (CPG in US) company.
1. Customer Story
Customer Story is the entity used by the marketer to create on-the-go the complex campaign flows that will be experienced by the customers. It is composed by an unidimensional chain of Actions & Triggers across any media on an “if-this, then-that” dynamics. Although each chain is unidimensional, you can link one story to another, being able to create your never ending story having a simple, clean and easy to manage interface, instead of the standard multidimensional chaotic graphs used for marketing automation.
CHAPTERS & TRIGGERS
The Chapters are the main phases of each campaign that usually are separated by each other with the Key Customer Actions (most relevant interactions from customers with the campaign). Having as example the coupon campaign, if the final goal is “Customer redeeming a voucher”, then the campaign should have the following Key Customer Actions: Open Promotion Message, Claim Coupon, Redeem Coupon. Sounds logic?
The Triggers are all the steps that represent interactions from the brand towards the customer, trying to incite the customer to move to the following chapter. The Triggers can be scheduled or triggered by a Customer Action. In this example: All triggers are interactions from the brand inciting the customer to perform the key actions: Open a message, Claim and Redeem a coupon. Does it still logic?
Each trigger is created in a very simple and intuitive way, the “if-this, then-that” dynamics.
2. Create Engagement Material
In each step of the customer stories you can create the engagement materials to reach each customer through each channel. This material can be done with the uploaded arts or created in the platform on-the-go. The greatest advantage of using on-the-go materials is the seamless integration on the flux. Taking as an example the coupon campaign here is an example of how to create a voucher that, after being created, is immediately ready to claim and redeem.
Of course after creating a coupon, all apparitions are fully responsive.
The claim/redeem flux is totally structured and tracked inside the platform. All the customers’ claim /redeem actions are gathered by Hutsi, is it an online or offline point of sale. Check the flux:
3. Advanced Segmentation
One of the key points for being relevant to the customer is exactly knowing what to offer to each customer through segmentation. Our approach to segmentation on Hutsi is possible through 2 vehicles of intelligence: Human, Machine.
- The Machine version makes use of predictive intelligence. In Hutsi’s case the predictive intelligence is the result of the machine learning process to get to know customers’ tastes and habits to engage in a more natural way, creating highly detailed segments. This process will automatically create A/B tests, will create the most relevant clusters according to user’s profile, or will design an engagement tactic for each user depending on his behaviour’s history.
- The human version depends only on the marketing rationale tailored by the marketer and it is shaped through Hutsi’s User Interface, designed to enhance the marketer’s power. We let this video talk by itself:
Here a few examples on the extreme power of segmentation:
4. Proactive Intelligence
“Smart Data” is much more useful than “Big Data”.
Machine Learning will help you get focused on what matters most.
The proactive intelligence will help the brand to optimise the ROI at each step of a Customer Story. Instead of deciding, for example, “an email will be sent at day 1” you can select email, DM and SMS to be sent in the 1st week and just let Hutsi decide the best way to engage with each customer. For example John S. engages better with email, his wife has a better reaction to promotions through fancy DM, while his cousin only answers to SMS on working days after 7PM. Hutsi will engage with each customer the way he/she prefers.
There are 3 levels of proactive intelligence:
- 1st level, A/B Testing: The customer just dropped email, Hutsi knows nothing about this customers and will A/B test.
- 2nd level, Collective Perception: The customer made some interactions, Hutsi knows enough to attach this customer to a cluster (example: Housewives from California)
- 3rd level, Friendship Intelligence: The customer made some interactions, Hutsi already knows enough to interact with him / her in a dedicated way, delivering only what is relevant, when is efficient, through the best channel.
The levels are forward-adjusted depending on how much you learn about each customer and backward-adjusted when an assumption taken by th algorithm is not having a better effect after a while.
5. Advanced Analytics
The analytics are a very important part of the platform. The multi-layered analytics visualization helps the marketer have a in depth vision of what is happening in real time with extreme accuracy.
Know all the relevant metrics of your campaign at any given moment. Don’t lose sight of the lifeblood of your marketing campaigns: your relevance to your customers in terms of campaign open rates, claims, redeems and velocity at which your customers redeem your campaign.
You launch your campaign on day 1 and release it to the world. Backtrack the evolution of your campaign in its dimensions: Prints, Clicks, claims and redemptions at all times.
RESULTS VS GOALS
Lets face it, marketing is all about results and goals and the less raw numbers to crunch the better. Thats why with Hutsi you set the goals and track the results on each part of the funnel seamlessly.
You will impress your peers every time you report on your campaigns with one of several graphs we will prepare for you.
We will have ready for you the social impact of your campaign. Know which gender and which media is being moved the most by your campaign.
Wether your campaign is national or regional you will have clear visibility on where performance is better or worse, where the redeems are happening and a number of location performance analysis.
Analyse the relationship of several metrics with your ad expenditure and take pulse of your ROI.
For each campaign different paths. Customers act differently on different situations. Get to know just how different. Learn which paths are getting the best results and which ones are betting lousy results. Learn how to be more relevant to your customer and maybe suppress the steps that are creating spam and no results.
Get One-on-One knowledge on the lifeblood of your business: your customers and their habits.
Hope you liked Hutsi. We are building it with huge passion.