Agile Consumer Analytics Approaches
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This document discusses the changing landscape of consumer analytics in the 21st century. It notes that consumers now expect personalized, convenient experiences from companies and have higher standards of business practices and social responsibility. Effective analytics requires understanding what consumers truly want through factors like transactions, personalization, culture, and immediacy. The best companies will differentiate themselves by putting consumer value first and using ambitious analytics solutions to continuously improve the consumer experience.
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Agile Consumer Analytics Approaches
- 1. AGILE CONSUMER ANALYTICS Different Approaches for the 21st Century
- 2. Ken Collier, PhD Director, Agile Analytics ThoughtWorks @theagilist kcollier@thoughtworks.com
- 3. THE 21ST CENTURY CUSTOMER SOME ANALYTICS STORIES WHAT TO THINK ABOUT today
- 4. Marketing analytics A brief history
- 5. “…there has been no other point in history when so many aspects of disruptive change have collided and conspired to wreak havoc on the retail and consumer packaged goods industries.” “Who the customer is, what customers want and how to give it to them are completely up for grabs.” Doug Stephens The Retail Revival
- 6. The Great Unwind is a horizon where consumers…take back control of their behavior, holding themselves and the companies they do business with to higher business and social standards. Consumers long to return to a time when they could actually like the places they shopped and feel good about spending their money there. John Gerzema, Spend Shift
- 7. “The brands that secure their place in the future will ultimately have to be trusted and loved— and above all, remarkable.” Doug Stephens, The Retail Revival
- 8. What do consumers want? TRANSACTIONS ANYWHEREAND ANYTIME
- 9. What do consumers want? RADICAL PERSONALIZATION
- 10. What do consumers want? REMARKABLE CULTURE
- 11. What do consumers want? HI-FIDELITYOR HI-CONVENIENCE
- 12. What do consumers want? HONESTY ILLUMINATION IMMEDIACY
- 14. And how are they doing it WHO IS DOING THIS WELL?
- 16. user preferences social influence user location Source: “Mobile Advertising, Clustering Algorithms, and Your Ticket for a Free Ride” Lillian Pierson, Smart Data Collective
- 24. PARTNER WHO CARES DIFFERENTIATING PARITY marketdifferentiation mission critical Business Intelligence Static Reporting Executive Dashboards Operational Analytics Consumer Analytics Marketing Analytics
- 25. SOLUTIONS THINKING VS. ANALYTICS THINKING
- 26. DATA AS CURRENCY
- 32. THANK YOU For questions or suggestions: Ken Collier Director, Agile Analytics - ThoughtWorks kcollier@thoughtworks.com @theagilist
Editor's Notes
- A Geofence is a layer of intelligence that allows you to make decisions or take some action based on a geographical area. It can circle anything/ any area you like – a retail store, a stadium, a neighborhood. You can build an App-based Geofence that, as the name suggests, requires you have an app to access GPS data. Or you can build a Network-based Geofence that uses carrier-grade location data and is not app dependent. http://www.chieflocationofficer.com/demystifying-geofencing/
- Who is ambitious and disruptive? This slide is a subsection slide that may be eliminated. The next several slides are case stories about ambitious consumer analytics.