Unicist Market Labs
For Market Expansion and Countercyclical Strategies
The Unicist Marketing Approach is based on the discovery that the concepts people have in mind drive their buying decisions. This made the management of the root causes of buying processes possible. The Unicist Functional Designers allow managing this conceptual segmentation and the marketing actions to increase sales.
As part of our partnering policy, the unicist technologies are licensed under a Creative Commons Attribution 4.0 International License.
Functional Marketing vs. Empirical Marketing
Functional marketing introduced an upgrade in marketing processes. While empirical marketing is based on the know-how of buying and marketing processes, functional marketing adds to the know-how, the know-why of buying decisions and of marketing actions.
Empirical marketing uses multiple unidirectional cause-effect actions while functional marketing uses synchronized binary actions to influence buying processes. The basics of functional marketing are given by the use of buying process driven segmentation and profiling to establish differentiated strategies for each segment. This is what makes the difference in the effectiveness of functional marketing processes.
The scientific breakthroughs introduced at The Unicist Research Institute allowed increasing marketing effectiveness through the building of root cause segmentation, marketing objects, catalysts and binary commercial actions.
The Market Labs manage the root causes of marketing processes to accelerate buying decisions by installing strategies and emulating markets by developing marketing objects and catalysts and installing adaptive automation.
A pilot test of the use of these Market Labs might be the development of counter-cycles in markets affected by the coronavirus crisis.
The development of marketing objects and catalyzing objects increases more than 50% the speed of sustainable market growth. The Market Lab might be outsourced or internal.
Development of Collaborative R&D Projects
The Market Labs are installed based on the development of collaborative R&D projects that ensure their functionality and allow transferring the technology.
These activities are developed in In-house solution building factories that use the technologies included in the Unicist Functional Designers.
All the projects are based on the generation of positive cashflow for the clients.
The Unicist Market Lab includes:
A Process-Catalysts and Binary Actions (UBAs) Builder
It includes:
- A buying process-catalysts and UBAs
- A distribution-catalysts and UBAs builder
- Product-catalysts and UBAs builder
The process catalyst and UBAs builder is based on the conceptual segmentation of the market, which allows developing catalysts that take advantage of the Conceptual Short-Term Memory (CSTM) that triggers all buying processes.
A Profile Builder
Unicist profiles are based on the concepts people have that drive their buying decisions.
The unicist technologies allow defining the observable characteristics of the people that belong to the segments we want to approach.
This allows using catalyzing-objects based on the goodwill of the value propositions to approach the actual and latent needs of the participants of a market.
A Marketing Strategy and Objects Builder
The use of business objects increases the productivity of business processes and ensures the quality of results.
Some of the companies that use objects in their organization are: Airbus, Amazon, Apple, BBC, Boeing, Dassault Systemes, Dupont, Ericsson, Facebook, General Electric, Google, Hilton, Honda, Hyundai, LinkedIn, Lufthansa, Mapfre, Mayo Clinic, Michelin, Novartis, Open Text, P&G, Pfizer, SAP, Siemens, Tata Motors, Toyota, Unilever, Walmart, Walt Disney World and Youtube.
A Pricing Builder
The pricing module allows developing catalysts that empower the acceptance of prices and manage the elasticity of demand considering that:
- The Affordability Pricing is for products/services and circumstances where the price is a limit.
- The Opportunity Pricing is for products/services and circumstances where the price is a driver.
- The Valorizing Pricing is for products/services where the price represents their value.
A Pilot Testing Module
The pilot testing module uses two different tests:
- To validate the limits of the functionality of catalysts and catalyzing-objects.
- To confirm the functionality of specific actions.
Pilot tests provide the feedback from the market and the core learning input for the unicist artificial intelligence module.
Unicist Profiles and Big Data Analytics
Unicist Big Data Management includes the use of Unicist Artificial Intelligence and Neural Networks.
It implies the integration of unicist segmentation and profiles that allow defining predictors that are used as an input for big data analytics.
When managing Big Data, machine learning is dependent on the quality of learning data sets, that is why it is subject to cognitive bias.
The use of the ontogenetic maps of business functions avoids the bias and ensures the quality of intelligent big data analysis.
Expert Systems to manage the Root Causes of Buying Processes
The Expert Systems were developed at The Unicist Research Institute to develop solutions in the field of adaptive business processes that are feedback dependent.
They are updated using the Unicist Artificial Intelligence to expand the knowledge based on the experiences of the system.
The Unicist Artificial Intelligence implies the integration of data-based AI and fundamentals-based AI.
The Unicist Research Institute
The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution. TURI has a business arm, an academic arm and a social arm. www.unicist.org
