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Cómo el Small data y los insight sirven para entender Consumidores

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Conferencia sobre "Análisis de hechos comunes para entender a los consumidores y clientes" con base al Small Data y los Insight

Published in: Marketing
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Cómo el Small data y los insight sirven para entender Consumidores

  1. 1. Análisis de hechos comunes para entender a los consumidores y clientes de hoy Guiovanni Quijano Mag. Mercadeo Global @Mktquijano
  2. 2. “LasempresasnosabenquéhacerconelBigData. Todoelmundoestábuscandoelpost-BigDatayla verdaderarespuestaestá enlospequeñosdatos” Martin Lindstrom Exp. en Branding y Etnografía
  3. 3. Elementos para tener en cuenta a la hora de entender a los Consumidores Guiovanni Quijano @Mktquijano
  4. 4. Los nuevos segmentos ENTENDE R 1 Guiovanni Quijano @Mktquijano
  5. 5. Escríbeme Generación Silenciosa 1920 - 1945 Chatéame Generación “Y” 1980 - 2000 Escríbeme @ Generación “X” 1966 - 1979 Llámame Generación “Y” 1946 - 1965 Fuente de la Imagen: Juan Diez
  6. 6. Millenials Fuente: Juan Diez
  7. 7. CREAR Marcas más Humanas 2 Guiovanni Quijano @Mktquijano
  8. 8. “Las MARCAS no nos están tratando como INDIVIDUOS… Las marcas siguen apoyándose en procesos de segmentación arcaicos - y francamente fallidos- que intentan comercializar para grupos demográficos. Pero no comercializan para mí”. Tom Adamski
  9. 9. DIFERENCI ARLas Masas Vs. Grupos Individuales
  10. 10. OBSERVA RAl consumidor desde su propio hábitad 3
  11. 11. “Si quieres estudiar a los animales, no vayas a un zoológico… ve a la selva.” -Martin Lindstrom- experto en Etnografía
  12. 12. DESNUDANDO La mente del consumidor 4 Guiovanni Quijano @Mktquijano
  13. 13. “Un INSIGHT es una potente VERDAD HUMANA que crea una profunda y sentida conexión entre una marca y el consumidor” Cristina Quiñones Insighter y Publicista
  14. 14. Marcas que han desnudado la mente del consumidor y entienden el verdadero rol en la vida de las personas Fuente de la Imagen: Cristina Quiñones - Insighter Guiovanni Quijano @Mktquijano
  15. 15. ENGRANAR El mundo digital con lo real
  16. 16. Afiches, Avisos, Banners Redes Sociales Base datos y CRM Página Web Brochures, Catálogos, etc. Email Marketing Sitios Móviles Material POP Tienda Online Cross Media Marketing 1970-2010 2015 Fuente de la Imagen: Juan Diez
  17. 17. penetración móvil al día búsquedas
  18. 18. PASAR 6 Del Big Data al Small Data
  19. 19. “En nuestros pequeños datos, ahora y siempre, yace la mayor evidencia de quienes somos y lo que deseamos”
  20. 20. “Hace millones de años eran los pequeños detalles los que nos mantenían vivos” Martin Lindstrom
  21. 21. “Cómo el Small Data salvo a LEGO de una quiebra inminente, con tan solo el testimonio de un niño de 11 años amante del monopatín”
  22. 22. CONTAR Una historia con tu Marca 7
  23. 23. Guiovanni Quijano @Mktquijano
  24. 24. Todo lo anterior no tiene sentido si…
  25. 25. Seguimos pensando que lo más importante es el B2B o B2C, cuando lo esencial es el… HUMAN TO HUMAN
  26. 26. Piensa menos, VIVE
  27. 27. GUIOVANNI QUIJANO Mg. En Mercadeo Global @Mktquijano quijano@marketingyfinanzas.net www.guiovanniquijano.com Gracias…Totales!

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