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Insurance marketing automation and omni channel insurance.

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Digitization in Insurance by providing omni-channel customer experience using Predictive Analytics, Marketing Automation, API Management.

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Insurance marketing automation and omni channel insurance.

  1. 1. Omni-Channel Digitization & Marketing Automation Platform
  2. 2. Current Insurance Trends ShepHertz App42 Platform Overview Insurance Use Cases ShepHertz App42 Platform Deep Dive Agenda
  3. 3. Current Trends in Insurance
  4. 4. The New Buyer Journey in Insurance
  5. 5. Digitization in Insurance
  6. 6. Digitization in Insurance
  7. 7. Omni-Channel Insurance
  8. 8. Traditional vs. Modern distribution Channels
  9. 9. ShepHertz App42 Platform Overview
  10. 10. It's Not the Big That Eat the Small...It's the Fast That Eat the Slow Enterprise Vs. Startup
  11. 11. Why ShepHertz - One Stop solution - Omni-channel Platform – Supports 18 Native Platforms - Big Data - Leverage Real time data generated by New age devices as well offline - Time To Market - Launch use cases in hours than in weeks - End-to-End Solution - Single provider which offers you all the services with committed SLAs and transparent/predictable pricing - API driven so existing investments does not get wasted. - Dependency of CMOs, Marketing & Product Heads on Tech is removed - Expose protected resources as APIs – To Partner Apps and systems - Deployment Model – Public, Dedicated, Hybrid & OnPremise
  12. 12. Continual Transformation Environment to build Omni-Channel Apps Backend API Services Gamification Automation & Actionable BigData Integrate with other Apps by Exposing APIs Launch Use Cases & Campaigns on Omni-Channels – Mobile, Web, Social, IoT, Wearables, TV, Kiosks/ATMs App Behavior Legacy AppsReal Time Offline Big Data Transactional External AppsUnstructured
  13. 13. Need to interface with multiple Cloud Service providers Leverages & Compliments their legacy applications Leveraging BigData - User Acquisition, Retention, Engagement & Conversion In context seamless transition of consumers across Omni- channels Ever increasing customer expectation : Expects new services in weeks Challenges & Constraints
  14. 14. 51+ Billion API Calls 150 Countries 45,000+ Customers
  15. 15. App42 Cloud API - Services
  16. 16. Actionable BigData- Everything you need to grow your App
  17. 17. App42 API Gateway – Comprehensive API Management
  18. 18. Verticals
  19. 19. Use Cases in Insurance
  20. 20. General • Omni-channel engagement across – Mobile, Web, Social etc. • Deep Analytics and making the Big Data actionable • Tracking user behavior across channels and taking action either on demand or campaign based • Identify which channel is more effective Web, Mobile • Integrating offline, legacy, transaction data with data generated through new age devices to launch new use cases and campaigns • Launch new use cases and campaigns in days & weeks • Ability for Business/Marketing team to launch campaigns without having any dependency on Development team • Monitor effectiveness of campaigns
  21. 21. Gamification • Give points based on timely EMI payments • Add small quizzes and give points which increases the awareness and financial knowledge • Points based on shares done by the user • Rewards & Achievement Badges based on points earned • Rewards can be exclusive consultation with a financial advisor
  22. 22. User Acquisition • Promote App in other Apps for user Acquisition through ShepHertz AppHype cross promotion product • Invite friends from Facebook/Twitter/LinkedIn/Google+ • Share Happy moments on Social Platforms • Referral campaigns on WhatsApp, FB, Twitter etc.
  23. 23. Engagement • Tracking of every stage of user from insurance application till claims • Assisting Onboarding through InApp messages and push notifications • Users who have left the requirement sheet in between – remind them to complete their requirement information • Multi-channel fulfillment • For users with running loan/s, send in-app/push notifications reminding them of upcoming EMIs or missed EMIs • Geo-target – Different campaigns for Tier 1, Tier 2 cities • Geo-Target affluent areas or areas where middle class generally live • Keeping customer informed through notifications on the progress of their loan application • Notify user on incomplete or missing documents • Live Chat – Assign a rep or allow your users to have in-app chat discussion with your representation • Get Net Promoter Score
  24. 24. Conversion • RoboAdvisory (Customer profile, salary sms, type of mobile etc.) on insurance recommendations • Recommendations based on User Similarity and Item Similarity. People who have taken this have also taken that. • Tracking the user behavior based on events and recommending the insurance types applicable to them (recommendation services) • Users with good track record on current insurance payments – recommend them to upgrade or take another insurance (higher returns) • For users whose claim has been rejected - segment them for targeted marketed campaigns to re-engage them with other schemes– Push/Email/In-app • If the customer clicks on a policy offer banner – Automated email to be sent to the sales rep so that he can engage with the user right away
  25. 25. Prediction Analysis • Propensity to take a Insurance • Propensity to miss an EMI • Propensity to by another product – Enabling cross selling
  26. 26. Partner Integration • Expose APIs/Widgets for Partner Apps (Merchant, Resellers, Other Apps) to Integrate • Meter and Monitor interactions • Set Traffic & security Policies • API Analytics • SDK, Document & Forum Generation • API Release management • White/Black list IPs • Caching
  27. 27. Sales Force Automation • Manage & monitor Sales field force location • Recommend them to meet other customers in the area where they are visiting • Route Planning • Work offline in areas where there is connectivity issues • Monitor Sales Rep Productivity • Availability of accurate and timely actionable sales data • Competitor intelligence • Awareness about discounts & offers • Upload photographs/documents • Reseller Widget/Module • Expense management • Fake visits reduction • Gamify based on no. of clients met in a day and get achievements which later can be redeemed through Rewards • Activity reports • Quota reports & notification
  28. 28. ShepHertz App42 Platform Deep Dive
  29. 29. IoT Apps Enterprise Apps (External + Internal) Omni-Channel Wearables 800+ APIs 30+ Cloud Services Actionable BigData Realtime Messaging System API Management App42 Cloud Ecosystem IaaS Providers – IBM, vCloud Air, AWS, Azure Hybrid Enterprise OnPremise
  30. 30. Acquisition Gamification Virality Campaigns – In-App Referrals Social Posting Engagement Rewards Achievements, Gifting, Social Leaderboards Push campaigns with A/B Testing, Geo Targeting, Geo- Fencing In-App Recommendation & Messaging Retention App Remarketing on Facebook Email Campaigns Push notifications to users about to churn(predictions) Conversion Funnel management & segmentation Trigger based action e.g drop off points Push Notifications to users about to convert(Predictions) Diagnostic Info Analyse Act Monitor Real-time Actionable Analytics
  31. 31. Define • Events • Properties • Segments • Campaigns • Model • Offline Analyze • App Data • Behavior • Flow • Funnel • Cohorts • Effectiveness Target • Mobile & Web Push • InApp • Social • Email • Survey • Web Push Predict • Classification • Linear • Anomaly • Clustering (Recommendation) App42 Actionable Analytics
  32. 32. •Send Push Notifications, Facebook Wall Posts, In-App Messages, Emails and Chat Pop- ups to Segmented Users •Facebook Remarketing •Strategize Push and In-App Campaigns Segmenting and Targeting •Track App Retention Metrics with User Cohorts •Run User-Retention Campaigns and check success/failureCohort Analysis •Real-time Session Tracking and Targeted Action •Identify Drop-off Points •User Session Time on various Page Views Session Tracking •Forecast your users’ next moves and find out the propensity of churn and conversions •Influence their next moves with personalized Push and Email campaigns Prediction Analysis e.g. - “Trigger In-App Message if a User stays on a page for more than 30 seconds” App Engagement and Retention
  33. 33. Advanced Segmentation based on Multiple Events and User Properties e.g. - “Users of Age 25 from New Jersey who started the App today but did not make a purchase” Behavioural Segmentation
  34. 34. Event Based Achievements Events Reads multiple books Bookworm Owns many books Bibliophile Lends multiple books Librarian • Create achievements based on certain events to increase user recognition and easy engagement • Assign badges as soon as users do those events • Get to be creative in the badge design and names
  35. 35. ENTRY POINT EXIT POINT DROP-OFF POINTS Engaging the user during these in- session drop off points based on real-time analytics (Enhancing in- app Personalization) Engaging the user at the entry point (can be based on past session) Engaging the user at the exit point based on his current session activity Send information on DEALS Send information on OFFERS Send RECOMMENDATIONS APP SESSION Session Event Tracking
  36. 36. Type of Campaign Target Audience Date Range to run Campaign Campaign Trigger (Event) Message/Push Layout Frequency of Occurrence CTAs Action Paths  Another Event  A/B Test  Custom Code  URL To run chain campaigns  Run Ad Campaigns  Set Real time In-App triggers to boost Conversion  Run Retention Campaigns  Schedule highly targeted Push Notifications  Run Chain Campaigns to progressively bring Users down the Sales Funnel Campaigns
  37. 37. Dashboard • Comprehensive Dashboard • Customizable • Daily Metrics Mails • Deep dive based on interest
  38. 38. Omni-Channel Dashboard • Real-time App Installs • Current Active Users • Average Session Time • Total current events
  39. 39. Web Push Notifications  Ability to Add Channels: The greatest thing about triggering the opt-in box to the user to click on allow or block is that you can enable them to choose the channels they would like to subscribe to instead of opting for all the notifications.  User Segmentation: In addition to enabling the users to choose channels, you can also segment them according to their demographics, behavior, activities, device type, etc. This further enhances your targeting and increases the conversion of your push messages up to 75%.  Push Automation: It is difficult to send out web push manually every time your user does any desired event. With the ability of marketing automation tools, you can create events that you consider are important and you may go ahead and create campaigns based on those events.
  40. 40. Unified Notifications • Target customers based on User Behavior, Events & Properties, Offline Data • Rich Notifications • Classification of users – Predictive • Schedule • Campaign Based • Personalized • A/B Test • Geo Target/ Geo Fencing • Configure Badge & Sound
  41. 41. Push Campaign for Geo Targeting  Interactive map for selecting the users in a particular location  Select Country, State, City to send targeted push  Getting Geo location of various users and then segmenting them to send targeted Push messages  Campaigns can be built for automated targeting to the users on the specific geo locations Push Geo-Targeting Campaign Management
  42. 42. Push Geo-Fencing Campaign Management Push Campaign for Geo Fencing  Interactive map to select the multiple Geo Fences  A fence can be as small as 50 meters (Close to SBI Banks or ATMs)  Users can be targeted based on following cases • Entering the fenced area • Exiting the fenced area • Dwelling inside the fenced area
  43. 43. Define – Multi-level Segmentation
  44. 44. Insights – Active Users (DAU, WAU, MAU) Set Goals – Get trigger mail
  45. 45. Insights - Funnel Analysis  Create user flows - track drop off points & Target  Get accurate analysis of the screens where users mostly lose interest  Create specific campaigns to target them to move them further into the funnel for increased conversions
  46. 46. Insights - Cohort Analytics & Retention Marketing  Track returning users with smart cohort analytics  Analyze the days having majority of non-returning users  Monitor the activities accordingly  Plan personalized campaigns to bring them before they churn
  47. 47. Insights – Avg. Session
  48. 48. Insights – Installs & Un-Installs
  49. 49. Campaign – Push, InApp, Survey, Social Post, Email, Virality, Lead Generation
  50. 50. Campaign - Push  Event based rich push notifications (include HTML, images, sound and badges, videos)  Geo-target people with location based push notifications  Create unlimited geo-fences across the world and run campaigns on people entering, exiting or dwelling for sometime in the fence  Run experiments on your push notifications with A/B/n testing to try out different copies, CTAs and graphics to see which one works best
  51. 51. In-app referrals  Implement growth hack in-app referral campaigns without any coding effort  Choose among multiple sharing platforms  Target users based on different segments to boost user acquisition
  52. 52. On Demand Targeting
  53. 53. Effectiveness – Compare Campaigns
  54. 54. Predict Analyze Target • Define your Churn/Convert condition • Get the user’s likelihood of Churn or Convert • Know the reason of Churn or Conversion by looking at similar customer’s related activities • Know the type of customers who are churning or converting by looking at similar customer’s attributes • Target the segments by taking appropriate actions • Send Push notifications, In-App Campaign or take other actions to reduce churn or increase conversion Features • Increase Conversion, reduce Churn • Define your Churn/Convert condition • Bucket your customers into High, Medium or Low likelihood of Churn/Conversion • Know your bucketed customer’s related activities • Know your bucketed customer’s related user attributes • Take preventive action on bucketed segments to reduce churn or increase conversion • Identify Problem Areas • Retain customer loyalty Supports Classification, Regression, Anomaly Detection, Clustering Predictive Analytics
  55. 55. Prediction Analysis
  56. 56. User interacts with your app/web Added to custom list based on in- app actions User leaves Sees Remarketing ad on Facebook offering benefits and suggestions Banner prompts that user to return to your app/web Completes the activities or takes further actions Remarketing - Facebook
  57. 57. Remarketing
  58. 58. Thank You