Today’s businesses make use of analytics to make sense of their data, and understand their customers to provide personalised services, up-sell, cross-sell and optimise their business operations to meet the customers’ needs. Tomorrow ‘s winning businesses make use of analytics to mould their customers into the preferred customer personas, carry out individual and precise early age influencing, and continuously modify their behaviour to create the demand for what the businesses want them to buy. This deck discussed the concepts and possible trend of customer analytics. (The concept is based on the author's own perception and interpretation of the consumer insights technology trend) - Edmas Neo https://www.linkedin.com/pulse/future-customer-analytics-edmas-neo Disclaimer: The models and predictions are based on the author’s own perceptions of the future trend of consumer analytics. The discussion on the use of consumer behaviour modification technologies did not take moral ethics into consideration, and if such techniques could be legally deployed.

1. The Future of Customer Analytics
By Edmas Neo
@EdmasNeo
https://sg.linkedin.com/in/edmasneo
July 2014

2. Today’s businesses make use of analytics to make
sense of their data, and understand their customers
to provide personalised services, up-sell, cross-sell
and optimise their business operations to meet the
customers’ needs.
Tomorrow ‘s winning businesses make use of
analytics to mould their customers into the
preferred customer personas, carry out individual
and precise early age influencing, and continuously
modify their behaviour to create the demand for
what the businesses want them to buy.
The Future of Customer Analytics
Concept by Edmas Neo / 4 July 2014

3. Level of Action Based Analytics & Influence
Multi Source
Raw Data,
Standard
Reports,
OLAP,
Visualisation,
Relationships
Analysis
Live Data
Streams,
Real-time
Analytics,
Targeted
Campaign,
Personalisation
Real-time Decision
Tracking and Predictive
Intervention,
Direct and Subliminal
Influences
LevelofBusinessValue/PositiveDisruption
ANALYSIS
& SEGMENTATION
MONITORING
& INFLUENCING
PREDICTIVE MODELLING,
CUSTOMER PROFILE
& PERSONAS MODELLING
CUSTOMER
PROFILE & BEHAVIOR
MODICATION, &
DEMAND CREATION
REPORTING
Profiles & Personas
Modelling,
Predictive Modelling,
Behaviour
Modification
Simulations,
Influence Algorithm
Development
Concept by Edmas Neo / 4 July 2014
The Next Stage of Customer Analytics
Knowing What Customer has
Bought?
Understanding Why Customer
Buy?
Knowing What Customer is
Buying Now & Influence
Customer’s Decision
Predicting What Each Customer
Will Buy
Creating the Perfect Customer &
Ensuring the Customer Will Buy
What They have been Moulded
to Buy
In future, we do not analyse data
only to meet customer’s needs
but to actively create the perfect
customer through Behaviour
Modifications

4. Level of Action Based Analytics & Influence
Multi Source
Raw Data,
Standard
Reports,
OLAP,
Visualisation,
Relationships
Analysis
Live Data
Streams,
Real-time
Analytics,
Targeted
Campaign,
Personalisation
Real-time Decision
Tracking and Predictive
Intervention,
Direct and Subliminal
Influences
LevelofBusinessValue/PositiveDisruption
ANALYSIS
& SEGMENTATION
MONITORING
& INFLUENCING
PREDICTIVE MODELLING,
CUSTOMER PROFILE
& PERSONAS MODELLING
CUSTOMER
PROFILE & BEHAVIOR
MODICATION, &
DEMAND CREATION
REPORTING
Profiles & Personas
Modelling,
Predictive Modelling,
Behaviour
Modification
Simulations,
Influence Algorithm
Development
Concept by Edmas Neo / 4 July 2014
The Future of Customer Analytics (expanded view)
Knowing What Customer has Bought?
Provide standard reports on customer purchase patterns
through multi-source customer data integration and
transaction records.
Understanding Why Customer Buy?
Gain insights on customer’s decisions and purchase patterns
through customer and product segmentation, analysing
customer data, and establish customer–product relationships.
Knowing What Customer is Buying Now & Influence
Customer’s Decision
In time up-sell and cross-sell through personalised
campaigns and buying decisions influence through
Real-time multi-source data analysis, customer location and
decision tracking and purchase pattern analysis.
Predicting What Each Customer Will Buy
Establish customer profiles and personas through personas
modelling to determine the lifetime purchase patterns.
Establish Influence Algorithm through predictive modelling,
behaviour modification simulations.
Creating the Perfect Customer & Ensuring the Customer
Will Buy What They Have been Moulded to Buy
Create the right customers and increase customer lifetime
value by moulding customers to the preferred personas
through early age behaviour modifications, continuous
interventions and real-time decision influence.
In future, we do not analyse data
only to meet customer’s needs
but to actively create the perfect
customer through Behaviour
Modifications

5. Types of Companies/ Competencies
Value
ANALYSIS
& SEGMENTATION
MONITORING
& INFLUENCING
PREDICTIVE MODELLING,
CUSTOMER PROFILE
& PERSONAS MODELLING
CUSTOMER
PROFILE & BEHAVIOR
MODICATION, &
DEMAND CREATION
REPORTING
Concept by Edmas Neo / 4 July 2014
Value of Customer Analytics Companies
The most successful analytics
companies will be those that can
help businesses carry out
continuous behaviour
modifications, to create the
Perfect Customers.
Analytics Companies
Data Scientists
Behaviour Modification Companies
AIML & Behaviour Learning
Companies Technologies
Neuro Technologists/ psychologist
Reactive
Value
Creation
Active
Value
Creation

6. What We See & What We Hear
Will Influence
What we Buy, What We Use &
What We Eat
In Turn, This Will Influence
Our Networks &
How Our Life Will Turn Out to Be
Most Importantly, It will Determine
What Type of Customers We Will Become
&
Our Customer Life Time Value to Businesses
Concept by Edmas Neo / 4 July 2014

7. Possible Results of Early Age Influence and Personas / Behaviour Modifications
What We See, What We Hear, What We Eat and What We Use Make Us Who We Are
Concept by Edmas Neo / 4 July 2014
Photos based on fair use and royalty free photos for non-commercial use
http://www.publicdomainpictures.net/view-image.php?image=65440&picture=man-and-cigarette
https://pixabay.com/en/boy-portrait-people-happy-person-992080/
https://static.pexels.com/photos/25733/pexels-photo.jpg
There is no right or wrong customer through influencing and modifications, but only whose customer will this boy grow up to be.
By early influencing and behaviour modifications, multi-brands organisations will have a high chance of creating their perfect customers.