The document discusses customer digital footprints, which are the data that is collected about customers from various online and digital touchpoints. It notes that more data is coming from more sources and devices, creating richer digital footprints. These footprints provide both opportunities and challenges for companies. Opportunities include better customer knowledge, improved targeting, and highly customized messaging, content, offers and care. Challenges include issues with data management, security, privacy, and control for customers. The digital footprint is shifting focus from a consumer's buying journey to their entire life journey.

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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

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more and more data
coming from more and more touch points
and more and more devices
Customer Digital Footprints

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• 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