Issues related to customer's tracking in the era of Internet of Things

1. S. Dimitriadis
Customer Digital Footprint
Business opportunities and challenges
Oracle - EEDE Forum, 17/2/2016
Sergios Dimitriadis
Associate professor, Marketing & Communication department
Athens University of Economics and Business

2. S. Dimitriadis
more and more data
coming from more and more touch points
and more and more devices
Customer Digital Footprints

3. S. Dimitriadis
• web sites
• social media
• search engines
• mobile
• digital ads
• in-‘store’ kiosks
• loyalty cards
• …
• your car
• your house appliances
• your ‘watch’
• your shoes and clothes
• your bracelets, bands
• your health devices
• …
Customer Digital Footprints

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IoT

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need
info
choice
buyuse
post
evalua-
tion
post
behavi
or
From consumer’s buying journey…

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to customer’s life journey

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Customer Digital Footprints
better customer knowledge
Opportunities for the company

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Customer Digital Footprints
better customer knowledge
Opportunities for the company
better targeting
 by profile
 by location
 by interest
 by moment / time
 by mood
 …

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Customer Digital Footprints
better customer knowledge
Opportunities for the company
better targeting
MAX customization
 of the message
 of the content
 of offers
 of the product / service
 of customer care

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Customer Digital Footprints
better customer knowledge
Opportunities for the company
better targeting
MAX customization
effectiveness & efficiency

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Customer Digital Footprints
more relevant info - content
Opportunities for the customer
less ‘noise’, distraction
more convenience

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Customer Digital Footprints
data management, data integration
Challenges for the company
channel integration
consistency
 cyber attacks
 espionage
 scale of the damage
security
organizational, HR issues

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Customer Digital Footprints
privacy
control
transparency
choice
more or less active actor?
Challenges for the customer

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Thank you!
Sergios Dimitriadis