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Critical Moment Interaction (CMI)

The analogy with the real world shopping experience is that a sales assistant will watch the customer, detect their initial interests, then optimise options to offer, and interact with the customer to refine the proposal. Lazer Z does exactly this in the digital domain.

It is precisely at the CMI or just before it, that interaction with the customer may have a significant impact on the decision taken. By detecting, optimising and refining the real time customer interactions, Layer Z significantly enhances customer interventions. The final touch being the heuristic messages delivered during the interaction.

Zero Party Data

According to a number of the largest consulting firms Zero party data is the next big step in brand personalisation, Forrester and EY are promoting the concept, so we are not alone in our belief that this is an important way for marketeers to get great personalised insights.

(https://www.ey.com/en_us/insights/consulting/zero-party-data-is-the-next-frontier-in-consumer-strategy)

The key question is how do you gain access to customers and get them to answer questions, and equally importantly where and when is this going to happen?

Using Layer Z your Zero party messaging can be simply and effectively deployed.

Layer Z Display

Layer Z display benefits from being able to be placed anywhere in the viewport but over the webpage. This minimises the need for tech support, and enables marketeers to implement campaigns rapidly and modify within a matter of minutes.

The display(s) can be adjusted to scroll or not scroll with the page and the exact location can be defined on a WYSIWYG basis in the UI.

The flexibility afforded by the Layer Z Display is that it is possible to create multiple types of display, MP4, PNG, SVP, interfacing with many popular creative and design tools via our API.

How does BeSci relate to Layer Z and Critical Moment Interaction?

Very simply as individuals we are susceptible to bias nudges and emotion. With a focus on these elements the marketeer has many tools to engage with the customer and be very persuasive.

Layer Z leverages behavioral science (heuristics) to gently nudge customers towards action, guiding them seamlessly through their journey.

However there is much more, and through collaboration with a global expert we are able to provide a full end to end expereince or a self serve tailored service, if there is already a good base of BeSci in place.

By ensuring that your digital strategy is fit for purpose, and appropriate assets are available, we will create the anchor point for your digital strategy.

BeSci from Nick Mason

Epi #20: The Science of Heuristics in Marketing (The detailed explanation)

Explore Epi #20

The key question is how do you gain access to customers and get them to answer questions, and more importantly where and when is this going to happen and how?

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