Marketing, Predictive Analytics and AI/Machine Learning: Direct Sales: Nutritional Supplements, Beauty, Energy, Food, Health and Oils
I was responsible for directing the global mobile product strategy, roadmap, performance, customer success, and product marketing efforts for Directech Lab's SAAS Customer Retention/People Intelligence Platform. This platform aimed to simplify the identification of business growth opportunities and guide users on the most effective actions to take. Through its positive impact on millions of direct sellers, Directech Labs garnered interest for acquisition in Fall 2021 and was successfully acquired by DirectScale in February 2022.
There are two primary products for which I was accountable:
1. Distro 3.0: An AI/machine learning messaging platform that finds opportunities and sends users a SMS/MMS message at the right time, with the right insights to create desired behaviors with their salesforce and customers. This operates in the global marketplace, can also integrate into apps and websites. The model limits global SMS fees as it's a one-way message.
2. Distro Insights: An actionable insights analytics tool consisting of a dashboard designed to help deliver a clear understanding of performance and predictive needs with their customer base in future periods.
Creating the Opportunity
Step 1: AI/ML Identifies defined opportunities within the seller’s salesforce or customer base and creates an opportunity for each one found.
Delivering the Opportunity
Step 2: After identifying the opportunities for the seller, it will send a message to the seller's preferred mobile channel. By doing so, they'll see the message at a time when the opportunity can best convert.
Viewing the Opportunity
STEP 3: Clicking the link will share opportunity details. Who it’s about and what to say/do to drive the desired action. It also provides the ability to connect with their opportunity in a variety of methods, or get the seller's coach to help via the click of a button.
Acting Upon the Opportunity
STEP 4: The orange "Take Action” button on the left, when clicked, provides all methods available to take advantage of the opportunity. Phone, Email, Chat, Apps (client chosen) as well as other means of connecting - such as, will meet in person, or won't do it. When an option like Call, Chat, Email (or for apps whose api's allow it - like What's App), if the Contacts information to connect is available, it can launch from clicking the option.
Tools: Personal and Team Performance
Below the opportunity, each seller has several tools, including the ability to track and analyze - via a gameified process, how they're doing in relation to other sellers, as well as how their team is doing in relation to other teams.
Sellers also have the ability to view opportunities that had been provided to them in the past and what their status is: Did they do it already, Is it a missed opportunity or is it an opportunity that they missed, but still have the ability to engage. By implementing this feature, Total # of opportunities engaged increased by 20%.
Finally, sellers also have the ability to see who is doing well, who isn't engaging and what the impact of their overall business is because of their effort, or lack there of, including what an average opportunity view or completion generates and how that compares to other teams and members on their team.
Clients also get a tool they can use to understand how their business is performing with the Distro Messaging Platform, as well as their overall business performance.
It provides the ability to manage by exception - seeing where issues stand out or improvements are occurring so that a focus on where attention is needed can be easily applied.
© 2023 Will Ackerman
P.S. While I look like a younger version of the grammy-winning Windham Hill founder and musician, I am not him and while I play the piano, I do not play guitar.