Applications to Marketing

With GetQuanty the first step is to understand who does what on your site and social networks, before any action. As such, GetQuanty gathers all the elements corresponding to a prospect's decision criteria. Visitors are first identified as a company name, using a code that traces the visitor's IP address and compares it with a database of millions of records. GetQuanty technology is so refined that it can identify on average 30% of visitors - by far the best identification rate on the market. By way of comparison, Google Analytics, although renowned for its quality of analysis, only goes up... 0.5% of identities.

Contacts are then enriched by quantities of useful information: contact details, function, turnover of the company, sector of activity... but above all the behaviour of visits, both in terms of amplitude (pages viewed, time spent, videos viewed, documents downloaded) and frequency (number of visits). The measurement of these weak signals and their interpretation contribute to "collapse the wave function" of the visitor according to the principles of superposition and indeterminacy: each prospect is assigned a decision state that serves as a basis for triggering marketing actions.

Vanessa Bachet-Krief, then Marketing Director of Jabra (the professional headphone specialist), explained during a conference that from the very first days GetQuanty was used, the solution had helped her identify Louis Vuitton, L'Oréal and a few other prestigious brands among her most regular visitors... Strategic information received with interest by her management.

It is then a question of targeting the prospects whose visit route is the hottest.

The system looks at the target not in isolation, but in a local "embedded" system - the business to which it belongs. It calculates in real time the maturity score of the company (in quantum language: its probabilistic wave function). This state score calculation is configurable, but it depends on the frequency of visits (number of visits made by the company in recent days) and their amplitude. The amplitude marks the level of motivation of the visitor (or in physical terms, the amount of energy released by the particle): pages viewed, documents downloaded, videos viewed, time spent...

Le scoring est un élément essentiel, en vue d’une part de prioriser les prospects (en vue de sélectionner ceux sur lesquels avoir une action rapide) et d’autre part de sélectionner les actions (cf. ci-dessous).

Weber, a well-known barbecue brand, became aware that there was a B2B demand. But which companies to target, knowing that Weber is completely discovering this new market? A classic approach would have been to conduct a field survey. But Rachel Hourlier, Weber's marketing manager, opted for a digital approach to benefit from more reliable statistics (based on observation of real rather than declared behaviour): "We are all influenced by our beliefs. The advantage of GetQuanty is that the solution shows the reality of a market, without a subjective filter.

Depending on the version chosen, the system proposes by default a certain number of possible actions, such as accessing a list of hot contacts ready to call, or restarting said contacts by an email whose message depends on the score obtained.

Other actions can be initiated, as needed, such as identifying companies that have reached a contact form without filling it, automating the sending of emails as a commercial signature, automatically relaunching by email a past contact on a basket or an offer, sending a message whose content prompts to react, or optimizing the ROI of digital campaigns.

But the most important thing is that the action is chosen not based not on a profile or an event, but on a complete system of observations (pages viewed, routes taken for several days or weeks). This is what ensures that the message sent will be relevant, that it will exceed the minimum amount of marketing energy to get the prospect out of his area of uncertainty. Even better, by applying the principle of non-commutativity, you can set up a series of complementary actions (for example a sequence of sending emails) in the most judicious order to convince the decision-maker.

Jean-Pierre Savi, Marketing Director of Orange Cloud for Business, used GetQuanty to manage the paradox of choosing marketing devices that are respectful of customers, but effective in a very competitive market. He opted for retargeting campaigns: sending an automatic email, personalized according to the visitor's route. Result: an opening rate 66% higher than the average, a click rate more than four times better.

GetQuanty offers a default dashboard that gives you real-time information on your main KPIs: percentage of hot prospects, proportion of small or large companies, industry representation, target function rates affected etc.

You can also build your own KPIs from the hundreds of parameters available.
 

Sonia Morand, Communication & Marketing Manager at Toshiba, has led a policy of creating rich content (two articles per week on the blog). Visitors identified by GetQuanty then receive a newsletter that corresponds to the content they have visited. Consequence: much more recipients than in an opt-in approach, but much better targeted than in a traditional opt-out approach.