In our Martech Insider newsletter, we feature a standout marketing technology each month. For our first newsletter of 2020, we are spotlighting NextUser, a specialist in customer relationship personalization. Matthieu Dejardins, CEO of NextUser, has graciously agreed to answer our questions.
Hello Matthieu, can you introduce NextUser in a few words?
NextUser offers two solutions to personalize customer journeys and individualize messages across all marketing channels (Web, mobile app, Email, SMS). We also provide psychographic data and consumer habits. This improves engagement, optimizes conversions, and extends the average customer lifetime.
What benefits do you provide?
We enable clients to perform behavioral micro-targeting, which enhances the ability to combine personality analysis with demographic knowledge to predict and influence mass behavior.
After "profiling" users, the goal is to personalize the brand's message to engage, convince, and motivate prospects to act. A 2009 study showed that behavior-based targeting with psychographic data can increase click-through rates by 670%.
What types of data do you process?
Our AI solution accesses qualitative data such as understanding interests, predicting personality, marketing influencers, and consumption habits.
Our marketing HUB aggregates quantitative data such as location, frequency, behavior, and purchases from points of sale or e-commerce sites.
The combination of these data types allows for refined marketing activation and user journey targeting with a 360-degree profile.
Can you describe your main product?
Our Artificial Intelligence (AI) solution combines three types of services via API:
- Visual exploration and interpretation from Instagram or Pinterest photos.
- Sentiment and keyword analysis from customer reviews, social posts, or forums.
- Personality prediction from any text, such as a cover letter, blog, social network, email, quote, etc.
What are the main features of your solutions?
We combine several features to create user profiles:
- Social influencers and data visualization: Determine communities by topics, influencers, and VIPs.
- Personality insights and social habits: Predict up to 94 characteristics.
- Social profile information: Provide overall context with name, bio, gender, age, online usage, preferences, etc.
- Sentiment and keyword analysis: Identify explicit interest in your key subjects and themes.
- Visual recognition: Understand individuals from their images.
Can you tell us about your API policy?
We integrate over 60 APIs to make traditional players interoperable, bridging the gap between their offerings. We act as a network connecting all technologies (AI, applications, Machine Learning, Predictive). Our approach is inspired by Bob Metcalfe's vision: the value of a network depends on the square of its number of APIs.
What is your customer onboarding process?
We have a four-step approach:
- Data collection and creation of a dedicated database (2 weeks).
- Cleaning and aggregation of information within user profiles (2 weeks).
- Filtering and visualization of communities, influencers, and VIPs (2-3 weeks).
- Delivery of an analysis with mapping, trends, and audiences (2 to 6 weeks).
How does client support work?
We have a weekly call with our clients, and their operational workload is limited to one hour per week. Each client is assigned a "Customer Success Manager" in addition to a strategic manager. Our technical team is available on business days to answer client questions and challenges, with weekly "sprints" ensuring execution velocity of priorities.
What are your goals for 2020?
Our goals are:
- Intensify sales efforts for the AI solution to represent 40% of revenue in 2020.
- Focus marketing hub sales efforts on upselling and cross-selling strategies for existing clients.
- Ensure strong growth in the USA (New York) and continue partnerships with E&Y, BCG, Accenture, Relation1.ca, etc.
- Expand with key brands in the United States, Canada, Mexico, Brazil, and Europe.
About NextUser
- Founded: March 7, 2019
- Number of employees: 22
- Office locations: San Francisco, New York, Paris
- Team distribution (Sales, Developers, Support, Marketing): Marketing - Sales (4) / Developers (12) / Support (3) / Customer Success (2) / HR (1)
- Main clients in France: Carrefour, Flunch, Sanofi, Adecco, EDF
- Fundraising: 3,600,000 USD
- MRR: +100 k USD per month
Thank you, Matthieu, for your time and detailed responses.
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