Unicist Behavioral Marketing allowed developing a profiling technology that begins with the hard characteristics of a segment and integrates with the functional segmentation, the psychological, the conceptual and the lifestyle segmentations to define the customer profile.
This allowed dealing with different segments based on predictors and characteristics that can be observed.
These technologies are provided as a service (TaaS) and the solutions are developed by the clients or by Unicist Think Tanks that are integrated with members of the client.
The implementation process of unicist technologies is made by development groups integrated by members of the Unicist Confederation and of the clients. These development groups use a prototyper provided by The Unicist Research Institute. This process is managed by the Unicist Corporate University that assumes the responsibility of providing the unicist technologies to the participants, guides the development of the solution and ensures its functionality. If needed, the development of the solution can be outsourced to a Partner of the Unicist Confederation.
The hard segmentation is the starting point of the unicist segmentation model. It defines the context (category) that allows influencing buyers’ decisions.
It is defined by the benefits that are generated by the characteristics of a product.
This segmentation is used to define the type of relationship an individual has with a product/service.
The conceptual segmentation is used to describe the structural attributes of a product and the different segments the product generates.
Lifestyle segmentation is used as a catalyst in marketing. Lifestyles sustain, accelerate or inhibit marketing processes.
It should be considered that each segment needs to be managed as an “independent” universe in terms of marketing, although it is interdependent with other segments.
The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continues with the expansion based on the adjacency of segments.
This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual needs of the participants of a market.
The unicist logical approach to B2B marketing is based on segmenting the companies while, within such companies, the B2C segmentation is used to segment the individual participants in a commercial process.
The B2B marketing process has been specially designed for supply driven markets, although it is fully applicable to demand driven markets considering that in this case it is necessary to sustain significant product/service differentiations.
The use of B2B marketing implies:
1) Knowing the actual functional needs of a specific client considering the characteristics of the industry and its conjuncture.
2) Having evaluated the maturity of the business processes and confirmed its compatibility with the value proposition.
3) Having identified the type of relationships the potential customer establishes with its providers.
4) Having confirmed that the essential attributes of the value propositions are a real catalyst for the business processes of the prospect.
5) Having identified the business positioning of the prospect and confirmed that it is compatible with the positioning of the provider.
Supply driven markets are based on innovations that are not driven by urgencies.
Therefore, an adequate profiling of the prospects is basic in order to know if it is meaningful to invest in a marketing process to make a specific business.
Supply driven markets require a high level of reliability and the need of having the necessary critical mass to influence a company.
The critical mass is given by the aesthetics of the solution, the influence of the provider and the credibility that allows having the necessary level of reliability.
The benefit of using B2B Customer Profiles and Object Driven Marketing is that they allow beginning with a “simple” promotional process to define possible leads and invest when the prospects fit into the necessary Company Profile to become buyers.
|Unicist Technologies Used||Level 1||Level 2||Level 3||Level 4||Level 5|
|Hard Demographic Segmentation|
|Individual and Familiar Profile|
|Social and Cultural Profile|
|Risk Avoider (Attractive)|
|Unicist Pilot Testing|
The Unicist Research Institute has developed Business Objects that allow emulating the organization of nature minimizing the energy consumed to generate value.
Unicist Business Objects are encapsulated adaptive systems that produce predefined results that can be inserted in work processes to increase productivity and quality and to save energy.
Some of the companies that use business objects 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.
The concept of technologies as a service was developed to make unicist business technologies accessible to all companies, because there is no need to invest in technologies since they are paid by the results they produce. Unicist business technologies have been developed to deal with the concepts of businesses emulating the organization of nature. These technologies are based on the management of the fundamentals of business, integrating this knowledge with the technical-analytical knowledge to upgrade and optimize business processes. The unicist technologies were developed to manage the adaptive aspects of businesses where it is necessary to manage the fundamentals to produce results.
The Unicist Corporate University is organized to provide the necessary education to manage the unicist technologies as a service and to manage their implementation.
Technologies as a service uses the outsourcing of services, where the new technologies are applied, as the way to introduce the innovation. This outsourcing simplifies the introduction of the technologies and accelerates the speed of implementation. Any new technology implies a change of processes that requires a change of roles that drives towards a change of habits. This is a process that requires time. The outsourcing process is what gives the organization the necessary time to manage the change of habits.
Unicist Virtual Collaboration defines the framework of the program. It implies that virtual communication tools are being used to sustain the real solution building processes and the development of the micro-clinics. It is based on the use of the triadic approach to the nature of business processes that is based on the unicist ontologies that are provided by the UCU. This approach simplifies the processes using destructive pilot tests that sustain on the one hand the learning processes and, on the other hand, ensure the functionality of the solutions. This technology was developed at TURI to deal with development of solutions in adaptive environments.
If you are interested in learning more, you can become a visitor of the Unicist School and download a consultation book on any of the main unicist technologies, that allows you to develop a pilot test of their application. The Unicist School, based on the unicist paradigm shift, promotes structural solutions to deal with the evolution of adaptive environments.
Customer profiles are operational descriptions of the characteristics of a segment. These profiles are built based on the unicist structural segmentation models that allow influencing buying decisions using commercial, semantic and semiotic objects. The unicist customer profiles allow focusing on specific segments of a market and expand through their influence on adjacent groups of potential customers. The objective of using the unicist profiling technology is to transform the information obtained from the market segmentation into operational data.
The Unicist Behavioral Marketing Technology requires the definition of the different segments that integrate a market. It should be considered that each segment needs to be managed as an “independent” universe in terms of marketing, although it is interdependent with other segments. The output of the Unicist Market Segmentation is the Customer Profiling, which allows building adequate marketing objects to accelerate buying processes.
The Unicist Profiling Technology is the natural complement for Big Data Analytics that increases significantly the accuracy of the commercial results by defining each structural profile as an independent universe. This integration is very convenient when dealing with commodities but necessary when dealing with products and services that have significant subjective value.
The Adaptive CRM is based on the use of adaptive automation to influence potential customers and clients considering the stage where they are. It allows empowering the use of Big Data through the use of unicist segmentation and segmented actions. It has been developed to manage market growth. It uses unicist segmentation and commercial objects to increase the influential power using the feedback from the environment to grow.
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