Business Value Maximization
— Optimize Marketing Investment ROI by Increasing Revenue and Reducing Cost Simultaneously
Data-Driven Decision Making
— Many Challenges but Much More Value to Realize the Opportunity Provided by Big Data Application and MarTech Recent Development
Opportunity：
The sales of passenger vehicles is estimated to be near 30 million units and four trillion yuan. Based on a Gartner's survey in 2017 that big multinationals would spend about 3% of their sales revenue to MarTech-related investments, we can estimate that the scale of MarTech in China should be as big as 120 billion yuan. This massive market potential attracts more and more big IT companies and startups to this field, which will empower the auto companies in China to utilize more, better tools to realize decision marketing driven by data.
Challenge：
However, the quality and quantity of data and the processing, integration and analysis of data are still great pain to most of the auto companies in China. Their legacy IT systems will need to be upgraded significantly or even be replaced in order to handle the current and future demands on data integration and decision support. Moreover, it is hard to create the culture required for data-driven decision making due to organization inertia not as easily as making a U turn.
Value：
- BI Business Intelligence, via visualizing data, can release marketers from the boring and heavy workload in spreadsheets to more critical insight generation and strategy development.
- Data mining and machine learning can help marketers to identify hidden patterns more easily.
- Optimization algorisms can assist marketers and top management to make better decisions by simulation.
- Lastly, a multi-screen cooperation platform can synchronize resources and timing better through real-time communication and information exchange to execute strategies quickly.
Marketing Intelligence Development
— The Engineering of Agile Marketing Intelligence Development
Strategy
- Start from best utilizing first-party small data to gradually forcing the integration of IT system and the application of internal/external big data.
- Go for reliable, expansible and light cloud-based software and applications.
- Merge AI and marketing knowledge and experiences to create science-art-balanced actionable marketing sense.
Roadmap
By Gartner's Analytic Ascendancy Model:
- First generation: Descriptive analytics, about What happened?
- Second generation: Diagnostic analytics, about Why did it happen？
- Third generation: Predictive analytics, about What will it happen？
- Fourth generation: Prescriptive analytics, about How can we make it happen？
Agile
- Early and deeply involve users in product development process.
- Apply agile practice like Minimum Viable Product (MVP) and sprints to develop products which can satisfy the constantly changing client demands.
About NeuKosmos Inc.
— Marketing Intelligence Pioneer Focusing on the Chinese Auto Market
Proposition
Leading Adviser to the CEO/CMO of the Auto Companies in China.
Team and Target Customer
Established since 2017, NeuKosmos Inc. has grouped auto marketing veterans, IT experts and young venture capitalists in China together to devote ourselves to merge marketing and IT to establish the growth-coded intelligent marketing decision support system, in order to optimize marketing ROI and maximize sales and brand value for auto brands, channels and agencies.
Value
We believe that,
To minimize consumer's purchase cost and company's marketing cost is to maximize consumer benefits and company value in the end.
To merge AI and marketing knowledge and experiences in order to create science-art-balanced actionable marketing sense.
To cope with changes proactively, not to react to changes passively.
