The document discusses the importance of combining public and internal data to enhance customer insights in retail, emphasizing the need for data democratization and the utilization of social media. It notes a significant shift in the role of Chief Marketing Officers towards being technology leaders, with projections indicating increased IT spending. The document highlights the emergence of ambient intelligence as a critical platform for fostering a data-driven culture across organizations.

1. Better Understand Customers
by Combining Public Data with
your Data

2. Retail has a multitude of
devices that generate
petabytes of potential
insights
Monitoring and Mining
Social Media Data enables
Retailers to enhance
customer insights
Open Data Sources &
Internal Sources enables
Retailers to better
understand Customers
Democratization of Data

3. Listening to the Voice of the Customer
15 15
16
17
18
20
22
24
0 2 3 4
6
8
10
14
0
5
10
15
20
25
30
1995 1996 1997 1998 1999 2000 2001 2002
Sales Forecast in 1999
Traditional Cameras Digital Cameras
Extrapolated Forecast Actual Data
0
2
4
6
8
10
12
14
16
18
20
1995 1996 1997 1998 1999 2000 2001 2002
What Really Happened
Traditional Cameras Digital Cameras

5. The CMO is transitioning to a technology leader
“By 2017 the
CMO will spend
more on IT than
the CIO.”
Laura McLellan, Gartner Research
Vice President
of organizations today
have a Chief Marketing
Technologist
5
81%

6. “The era of ambient intelligence has
begun, and we are delivering a platform
that allows companies of any size to
create a data culture and ensure insights
reach every individual in every
organization”.
Democratization of Tools