Insurance Marketing Automation and Omni-channel Insurance.

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Omni-Channel DigitizationMarketing Automation
Platform
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Agenda
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Current Trends in Insurance
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The New Buyer Journey in Insurance
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Digitization in Insurance
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Digitization in Insurance
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Omni-Channel Insurance
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Traditional vs. Modern distribution Channels
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ShepHertz App42 Platform Overview
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Enterprise Vs. Startup
It's Not the Big That Eat the Small...It's the
Fast That Eat the Slow
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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

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Continual Transformation Environment to build
Omni-Channel Apps
Launch Use Cases Campaigns on Omni-Channels
Mobile, Web, Social, IoT, Wearables, TV,
Kiosks/ATMs
Backend API Services
Gamification
Automation Actionable BigData
Integrate with other Apps by Exposing APIs
Big Data
App Behavior
Legacy Apps
Real Time
Offline
Transactional
External Apps
Unstructured
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Challenges Constraints
Need to interface with multiple Cloud Service
providers
In context seamless transition of consumers
across Omni- channels
Leveraging BigData - User Acquisition, Retention,
Engagement Conversion
Leverages Compliments their legacy applications
Ever increasing customer expectation Expects
new services in weeks
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App42 Cloud API - Services
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Actionable BigData- Everything you need to grow
your App
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App42 API Gateway Comprehensive API Management
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Verticals
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Use Cases in Insurance
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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

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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

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User Acquisition

• Promote App in other Apps for user Acquisition
  through ShepHertz AppHype cross promotion product
• Invite friends from Facebook/Twitter/LinkedIn/Goog
  le
• Share Happy moments on Social Platforms
• Referral campaigns on WhatsApp, FB, Twitter etc.

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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

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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

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Prediction Analysis

• Propensity to take a Insurance
• Propensity to miss an EMI
• Propensity to by another product Enabling cross
  selling

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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

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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

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ShepHertz App42 Platform Deep Dive
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App42 Cloud Ecosystem
800 APIs 30 Cloud Services
Actionable BigData
Realtime Messaging System
API Management
IaaS Providers IBM, vCloud Air, AWS, Azure
Hybrid
Enterprise OnPremise
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Real-time Actionable Analytics
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App42 Actionable Analytics
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App Engagement and Retention
e.g. - Trigger In-App Message if a User stays on
a page for more than 30 seconds
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Behavioural Segmentation
e.g. - Users of Age 25 from New Jersey who
started the App today but did not make a purchase
Advanced Segmentation based on Multiple Events
and User Properties
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Event Based Achievements

• 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

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Session Event Tracking
APP SESSION
DROP-OFF POINTS
EXIT POINT
ENTRY POINT
Send information on DEALS
Send RECOMMENDATIONS
Send information on OFFER S
Engaging the user during these in-session drop
off points based on real-time analytics
(Enhancing in-app Personalization)
Engaging the user at the exit point based on his
current session activity
Engaging the user at the entry point (can be
based on past session)
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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

To run chain campaigns

• Another Event
• A/B Test
• Custom Code
• URL

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Dashboard

• Comprehensive Dashboard
• Customizable
• Daily Metrics Mails
• Deep dive based on interest

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Omni-Channel Dashboard

• Real-time App Installs
• Current Active Users
• Average Session Time
• Total current events

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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. 

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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

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Push Geo-Targeting Campaign Management

• 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

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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

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Define Multi-level Segmentation
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Insights Active Users (DAU, WAU, MAU) Set Goals
Get trigger mail
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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

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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

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Insights Avg. Session
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Insights Installs Un-Installs
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Campaign Push, InApp, Survey, Social Post,
Email, Virality, Lead Generation
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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

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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

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On Demand Targeting
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Effectiveness Compare Campaigns
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Predictive Analytics
Supports Classification, Regression, Anomaly
Detection, Clustering

• 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 customers related activities
   
• Know your bucketed customers related user
  attributes
• Take preventive action on bucketed segments to
  reduce churn or increase conversion
• Identify Problem Areas
• Retain customer loyalty

Predict
Analyze
Target

• Define your Churn/Convert condition
•  Get the users likelihood of Churn or Convert

•  Know the reason of Churn or Conversion by
  looking at similar customers related activities
• Know the type of customers who are churning or
  converting by looking at similar customers
  attributes

• Target the segments by taking appropriate actions
• Send Push notifications, In-App Campaign or take
  other actions to reduce churn or increase
  conversion

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Prediction Analysis
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Remarketing - Facebook
Added to custom list based on in-app actions
User interacts with your app/web
Sees Remarketing ad on Facebook offering benefits
and suggestions
User leaves
Banner prompts that user to return to your app/web
Completes the activities or takes further actions
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Remarketing
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Thank You