Big Data and the Consumer Experience
New developments in Cloud technologies have revolutionized the way organizations interact with their customers. Today it is all about Consumer experience, Consumer insights, Consumer behavior, Consumer Journey. The fact that many of the vendors with marketing product stacks have all rechristened their offerings under the “Consumer Experience” banner is. With rich media, the very focus of digital marketing and commerce has shifted from product-centric to consumer centric.
Cloud computing has enabled the global access for consumers across the world – for the right person, at the right time, and the right content. The side effect of this is consumers are more empowered and therefore have much higher expectations. And the omni-channel nature of basic consumer interaction leads to very high demands on the ability to consume, analyze, and repurpose data to deliver a much more personalized consumer experience. Without the advancement in Big Data technologies, this would quickly become an infeasible and unmanageable situation.
This session focuses on the application of Big Data to the business of digital commerce and marketing leading to digital transformations in the enterprise, with real-world examples. As with any new technology, the challenge is to leverage and apply it appropriately to specific scenarios in the industry. Some situations require aggregating data from multiple sources and repurposing consumer data to lead to better offers and recommendations for sales. Others require leveraging the information gathered from implicit consumer interaction with information from other digital touch points to create a 360 degree view of the consumer. All of these require decisions such as segmentation of data across brands, business units, markets, and products, as well as technology choices and on premise and off premise solutions for managing the data.