“Fully [emotionally] connected customers are 52% more valuable, on average,
than those who are just highly satisfied. In fact, their relative value is striking
across a variety of metrics, such as purchases and frequency of use.” Magids et al.
(2015): The New Science of Customer Emotions
USING DATA AND EXPERIENCES IN NOVEL ECOSYSTEM LEVEL VALUE CO-CREATION
I: THE NEED
- Digitalisation and social media as
- Open source data, MyData - risks
and uncovered possibilities
- New understanding of emotions as
drivers for decision-making and
• Combining cross-platform information and knowledge
through modern state-of-the-art data analytics
• Combining multiple open source data (local and national)
• Interdisciplinary, heterogeneous co-working practices
• Co-learning in international “skill-workshops”
• Using sentiment and affective experience analysis
• Visualisation and storytelling
• Company specific guidance through service design
• Continuous knowledge share between different research
The The competitive advantage of data analytics is strongly declining. More and more companies are
challenged in taking advantage of their data, with many yet uncovered possibilities.
To achieve competitive advantage with analytics, companies need to understand why and how to
change the role of data in decision-making.
Blending analytical insights with intuition can produce more effective results than either alone,
especially when making strategic decisions.
Investments and cultural changes are needed in e.g. the processes of customer services, new
service and product design, R&D, branding and business modeling.
Succeeding in analytics strategies demands significant growth in data awareness at all levels of
the business ecosystem. As such, it is essential to understand who owns the data and what kind of
values and qualities does it have.
Some sources: Lerner et al., 2014, Emotion and Decision Making; Magids et al., 2015, The New Science of Customer Emotions; Magids et
al., 2015, What Separates the Best Customers from the Merely Satisfied; McKinely et al., 2016, Data Storytelling; Ransbotham et al.,
2016, Beyond the Hype – The Hard Work Behind Analytics Success; Reeves et al., 2016, The Biology of Corporate Survival
Coordinator: Contact: prof. Nina.Helander@tut.fi, 050 400 4275
Partners: Execution of the project: 1.1.2017-31.12.2019
Budget (estimation): 1,5M€
Management, Marketing, Knowledge management,
Pervasive computing, Human-computer interaction,
Mathematics, Signal processing, Gamification, Journalism
SOME OF THE EXPECTED RESULTS
New, improved competences of nowcasting and
predicting customer behavior, thus resulting in better
understanding of customer experiences.
Expertise on emotional connections as a science -
and as a strategy for value creation.
Advanced use of visualisation and storytelling for
logic reasoning and decision-making.
Development of tools, methods and processes for
e.g. improved (customer) services, product design
and knowledge management.
New, divergent and internationally collaborative
understanding of data-driven, service-based
New insights on how to use data analytics to
manage change, uncertainty and reciprocity.
PAD -FRAMEWORK FOR SENTIMENT ANALYSIS ON
Source: Reeves et al., 2016, The Biology of Corporate Survival
THE NESTEDNESS OF COMPLEX ADAPTIVE SYSTEMS.
Source: Jussila, Boedeker, Jalonen & Helander, 2016, Manuscript
“Data tells you what’s happening.
Stories tell you why it matters.”
McKinley et al., 2016, Data Storytelling
CTF not yet confirmed. / CARPE consortium includes Turku
University of Applied Sciences, Hamburg University of
Applied Sciences, Universitat Politècnica de Valencia,
Manchester Metropolitan University and HU University of
Applied Sciences Utrecht.