Transcript Insite Marketing Technologyx

INSITE MARKETING TECHNOLOGY
Trust based on line
advisers
Introduction
•A soft ware technology to
customers select products on
the web.
•Let users have make choices
without being pushed to buy.
Created by
Glen Urban
and John Little
INSITE MARKETING TECHNOLOGY
•Glen Urban-Professor at MIT
•leading expert of marketing.
•John Little- Professors at MIT
•worked on many marketing projects with Glen Urban.
•Jeffery Stamen- President of Management Decision
System, company started by Glen Urban and John Little.
INSITE MARKETINGTECHNOLOGY
History of Insite
• Cofounder s self funded the start up company.
• Invested 450,000 of their own money
• Hired a MIT alumni, Stefania Nappi
• 1st Step to hire a strong knowledgeable team that is small and high quality people
• Use a limited amount of funds to build prototype
• Use the prototype to sell the idea and gain additional funding.
• 2nd Step was to develop a software that will be user friendly like paying a video game.
INSITE MARKETING TECHNOLOGY
Strategy
•Target Markets
•Any Sales situation of a product with multiple
decision options and desire for individualization of
service.
•Target companies
•electronics – Dell Computers
•Financial service- Fidelity
•Gift goods - iQVC
•Wholesale computing – CompUSA
INSITE MARKETING TECHNOLOGY
Issues
•Internet new to the consumer
•Ecommerce in its infancy
stages
•B2C was not as defined as it is
today.
•Buying through the internet
was a challenge
•Information was not as
defined as its today
•Internet was not friendly for
the non computer savvy
•Because of Insite the internet
became user friendly
INSITE MARKETING TECHNOLOGY
• Marketing experts
• Understanding the needs of internet consumer B2C
• Top software engineers
• Understand the usefulness of the internet for the
merchants
• The opportunity to refined web site browsing
• Software would offer an unbiased product information to
the consumer avoiding brand favortism
• Brings products to the shopper, rather than the shopper
trying to find and distinguish the product themselves.
INSITE MARKETING TECHNOLOGY
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https://us.etrade.com/e/t/home
http://www.volvocars.com/us/Pages/default.aspx
http://www.dell.com/home/desktops?~ck=mn
INSITE MARKETING TECHNOLOGY
• PC computer only starting to become common
in homes
• Internet at the time was only a couple of years
old
• Computer savvy people were usually young
people and educated.
• Most business was brick & mortar type.
• CRM was still working out the bugs of how it
was going to service their costumer
INSITE MARKETING TECHNOLOGY
INSITE MARKETING TECHNOLOGY
•Insite was bought by Silknet and Nappi
remained as CEO of the subsidiary.
•Many of the marketing technology
behind the Trusted Advisor trickled
into other forms of software to help
consumer decide for themselves what
products or service they want.
•Walmart, LL Bean, Car Quoting sites,
Etrader…
INSITE MARKETING TECHNOLOGY