A Cognitive System to Refine Marketing Processes using the Buying Arguments
The pilot test driven market lab was developed to find and manage the buying arguments of potential buyers and segment them to refine marketing processes to accelerate the speed of sustainable market growth. The Market Labs are for companies that use CRM or cloud marketing solutions such as IBM, Salesforce, SAP, Adobe, etc.
The Differentiation of the Market Lab ADD-ON
The Market Lab is an Add-On that is installed on the CRM of clients. It is based on the discovery that human actions are driven by the concepts they have, which define the “buying arguments” of a person. This knowledge drove to the development of conceptual profiles, conceptual design, marketing objects and a pricing approach to increase the influence of marketing actions.
The Market Lab works as a mirror of the mind of the buyers / consumers, using unicist artificial intelligence, and builds commercial, semantic and semiotic objects to manage the root causes of buying processes to accelerate the speed of market growth.
Market Labs manage the conceptual definition of buying arguments, to define the complementary selling arguments, that allow developing conceptual profiles of buyers, segmented marketing objects and the necessary marketing processes to influence buying decisions. Depending on a previous research of the company, an increase of +30% in the speed of growth can be expected.
It is for companies that are:
– Introducing new products/services
– Expanding new markets
– Developing new segments
– Building new channels
The first stage before installing a Market Lab Add-On, requires the development of a one day virtual “clinic”, with up to 21 participants, where a real case is solved using the unicist evolutionary approach. This clinic is divided into two parts:
- The transfer of the basics of the technologies included in the system
- The solution of a real case using these technologies
The Pilot Test driven Market Lab system is installed as a prototyper, that allows building the system, and works on the cloud where the collaborative work of the Lab takes place. It includes the fundamentals of the market segments and of the marketing functions and processes, as well as all the modules of the system.
It uses the unicist artificial intelligence monitor to manage the feedback of the pilot tests of the marketing actions. This UAI monitor is installed within the system after the first pilot tests proved their functionality. If needed,, the services of the Market Lab can be outsourced.
Expert System with Unicist Artificial Intelligence
Unicist Expert Systems are an optional module in the Unicist Cognitive Systems that is based on the use of unicist artificial intelligence. They are built based on the information of the concepts and fundamentals provided by The Unicist Research Institute and the information provided by the clients.
On the one hand, artificial intelligence allowed managing and learning from data. On the other hand, the development of the unicist artificial intelligence, that emulates human intelligence, allowed managing the unified field of processes and learning from their results.
Artificial Intelligence is a must at this stage to use the data of the market and the information of the ontogenetic maps of the business processes.
The unicist artificial intelligence (UAI) helps to minimize the subjective bias of big data management.
The Unicist Artificial Intelligence emulates the functionality of human intelligence by developing inferences based on the ontogenetic maps of business functions that are defined by the fundamentals of the specific functions and learns from their feedback.
The Market Lab monitors the marketing functions and actions using the unicist artificial intelligence module that uses predictors of their fundamentals and the ontogenetic map of the processes to infer conclusions and actions while it learns from the output of the pilot tests.
UAI has an inference engine to interpret the information of the market and to learn from the feedback of actions.
The Market Lab includes:
1. A process designer
- Buying processes to define the processes that need to be influenced.
- Marketing processes according to the characteristics of the products and customers.
- Product categories to manage product synergy.
The unicist process designer is based on transforming buying arguments into selling arguments using the unicist conceptual segmentation model that allows managing the influence of the Conceptual Short-Term Memory (CSTM) that triggers all buying processes.
2. A profile designer
- The needs driven profiles, which manage individual segmentation
- The role driven profiles that respond to the collective intelligence
- The use value driven profiles that depend on the functional use of products/services
The unicist technology allows defining the observable characteristics of the people that belong to the segments that want to be approached. This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual and latent needs of the participants of a market.
3. A marketing objects designer
- Commercial objects to foster buying processes
- Semantic objects to install knowledge to sustain innovations
- Semiotic objects to guide buying processes
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.
4. A Pricing Module
- 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.
The pricing module is based on the fact that the use of a product and the competitive alternatives implicitly change its subjective value.
Therefore, it is necessary to manage the “price elasticity of demand” depending on the price and the subjective value that sustains the price. The price elasticity occurs within the fuzzy set described and defined by the value-price relation.
E. g: When the price-value relation increases, and there are no income restrictions, the quantity demanded rises in spite of the price increase.
5. A Pilot Testing Module
- To validate the limits of the functionality of processes and 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. The “trial and error” use of actions or objects is not a pilot test. The testing of unicist ontologies implies testing their functionality and requires a precise design of the tests.
The Pilot Test Driven Market Lab includes an external counseling process to support the solutions that are being developed and ensure the functionality of the pilot tests.
It allows building structural solutions where there is a need for managing the root causes of the problems.
The counseling process has been designed to support the integration of market changes. This external counseling process is based on developing solutions in one-day virtual clinics working with the users.
Independently from special occasions, it is suggested that pilot tests be developed every quarter to take advantage of the evolution of the market to refine the marketing approach.
7. Unicist Profiles and Big Data Analytics
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.
Main Markets & Countries
Main Markets (Generic)
Automobile • Food • Mass consumption • Financial • Insurance • Sports and social institutions • Information Technology (IT) • High-Tech • Knowledge Businesses • Communications • Perishable goods • Mass media • Direct sales • Industrial commodities • Agribusiness • Healthcare • Pharmaceutical • Oil and Gas • Chemical • Paints • Education • Services • Commerce and distribution • Mining • Timber • Apparel • Passenger transportation –land, sea and air • Tourism • Cargo transportation • Professional services • e-market • Entertainment and show-business • Advertising • Gastronomic • Hotel-management • Credit card • Real estate • Fishing • Publishing • Industrial Equipment • Construction and Engineering • Bike, motorbike, scooter and moped • Sporting goods
Country Archetypes Developed
Algeria • Argentina • Australia • Austria • Belarus • Belgium • Bolivia • Brazil • Cambodia • Canada • Chile • China • Colombia • Costa Rica • Croatia • Cuba • Czech Republic • Denmark • Ecuador • Egypt • Finland • France • Georgia • Germany • Honduras • Hungary • India • Iran • Iraq • Ireland • Israel • Italy • Japan • Jordan • Libya • Malaysia • Mexico • Morocco • Netherlands • New Zealand • Nicaragua • Norway • Pakistan • Panama • Paraguay • Peru • Philippines • Poland • Portugal • Romania • Russia • Saudi Arabia • Serbia • Singapore • Slovakia • South Africa • Spain • Sweden • Switzerland • Syria • Thailand • Tunisia • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States • Uruguay • Venezuela • Vietnam
The Unicist Research Institute