The premium car market in China is changing rapidly.
At the same time the customer structure will change too.
Until 2025 50% of all premium car buyers will be born after 1990 and therefore highly digitalized with a progressive and innovative way of life.
OEMs are re-designing their approach to address customers and are re-shaping the ways to sell products and services.
So two central areas need to be tackled:
Finding most effective ways to understand customer digital needs.
Identifying new business areas and/or re-shape traditional ones, to ensure OEMs success and generate profit growth.
What are the digital touch points alongside the customer journey? Identify those, which in your opinion could be most relevant for profit streaming.
How will you go about generating an outside-in customer perspective on OEM’s digital appearance?
What information will you need and what is going to be a realistic timeline to develop this analysis and derive an action plan for an OEM?
China: Data Driven User Engagement and AcquisitionMarco De Cesaris
Leveraging Data and Technologies for Marketing and Advertising in order to create opportunities in Optimization, Segmentation, Targeting, CRM, Users Profiling.
Don't Just Gamble: Data Driven Strategy For The Launch Of 2 New Global Analyt...Marco De Cesaris
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Real case study made anonymous (upon written approval of the company involved).
A Practitioner’s Guide to Web Analytics: Designed for the B-to-B Marketerskijumpman
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SaaS Wars- Attack of the clones was presented during InternetBeta 2016. Conference dedicated to Digital Marketing Pros, mainly from Startups and Interactive companies.
It clarifies how Martech Landscape looks like in Central & Eastern Europe in comparison to Global SaaS giants. Check notes for additional information to every slide!
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
China: Data Driven User Engagement and AcquisitionMarco De Cesaris
Leveraging Data and Technologies for Marketing and Advertising in order to create opportunities in Optimization, Segmentation, Targeting, CRM, Users Profiling.
Don't Just Gamble: Data Driven Strategy For The Launch Of 2 New Global Analyt...Marco De Cesaris
Price Strategy and Analytics Strategy studies for the launch of 2 new analytics products.
Real case study made anonymous (upon written approval of the company involved).
A Practitioner’s Guide to Web Analytics: Designed for the B-to-B Marketerskijumpman
The significance of the web to B-to-B Marketers is two-fold; it is one of many channels through which to market to customers and it is a part of the sales funnel (i.e. customers can learn about, engage with, and buy products and services from a company’s website). This paper will address the latter by examining how web analytics is an important tool to use to improve a company’s website, which is an important sales channel and overall piece of the B-to-B marketing terrain.
SaaS Wars- Attack of the clones was presented during InternetBeta 2016. Conference dedicated to Digital Marketing Pros, mainly from Startups and Interactive companies.
It clarifies how Martech Landscape looks like in Central & Eastern Europe in comparison to Global SaaS giants. Check notes for additional information to every slide!
In this presentation students have the opportunity to appreciate the changes in the wider environment affecting businesses in any particular sector. They also can use traditional models of analysis into a more digital context to appraise the relationships in the macro and micro environment of an organisation.
This lectures is followed by practical case studies, videos and activities students have to develop during the tutorial session.
So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.
Social media in the enterprise has predominantly been a haven for marketers, who use its power to engage target audiences along multiple points of the conversion funnel, while being able to track the eicacy of messages and content in a very precise way.
https://runfrictionless.com/b2b-white-paper-service/
The challenges of contextual marketing is a report by The Economist Intelligence Unit, sponsored by SAP. It examines the strategic, organisational and creative challenges that arise from the practice of contextual marketing.
I delivered this guest lecture for the marketing team of Corteva Agriscience undergoing an executive program at ISB, Hyderabad. I have explained what is digital business model innovation, and how it could apply to agrobusinesses.
Updated for the Vista UX/UI Summit in Dallas, TX
You can view a video of this presentation here: https://www.youtube.com/watch?v=NfASJamxjy4
User Experience has a direct impact on your bottom line, and it’s about time we start telling execs in their own language. I’m sure many of you spend a good amount of time evangelizing what it is that you do, and the value it adds. Over the past 15 years I’ve introduced User Experience to everyone from CEOs to developers — using storytelling, metrics, and case studies you can prove without a doubt the value that you bring.
In this talk I’ll explain what metrics to track, how to position your work, and stories where User Experience directly effected the bottom line.
So you got yourself a sparkling new data management platform that is supposed to pull together inputs of all sorts to drive everything from ad buying to CRM? But where do you start in making something of this new machine. Lenovo uses data to drive media buys not only across channels but global borders as well. Its Director of Global Digital Marketing explains how it it works.
Social media in the enterprise has predominantly been a haven for marketers, who use its power to engage target audiences along multiple points of the conversion funnel, while being able to track the eicacy of messages and content in a very precise way.
https://runfrictionless.com/b2b-white-paper-service/
The challenges of contextual marketing is a report by The Economist Intelligence Unit, sponsored by SAP. It examines the strategic, organisational and creative challenges that arise from the practice of contextual marketing.
I delivered this guest lecture for the marketing team of Corteva Agriscience undergoing an executive program at ISB, Hyderabad. I have explained what is digital business model innovation, and how it could apply to agrobusinesses.
Updated for the Vista UX/UI Summit in Dallas, TX
You can view a video of this presentation here: https://www.youtube.com/watch?v=NfASJamxjy4
User Experience has a direct impact on your bottom line, and it’s about time we start telling execs in their own language. I’m sure many of you spend a good amount of time evangelizing what it is that you do, and the value it adds. Over the past 15 years I’ve introduced User Experience to everyone from CEOs to developers — using storytelling, metrics, and case studies you can prove without a doubt the value that you bring.
In this talk I’ll explain what metrics to track, how to position your work, and stories where User Experience directly effected the bottom line.
A look at the evolution in complexity of marketing due to the proliferation of digital touchpoints and technologies used to manage them, pointing toward the digital transformation of the marketing discipline
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
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A blueprint for future of customer experience Vimal Kumar Rai
This was my keynote presentation, delivered on 4th September 2019 in Bali, at the 2nd Global Summit on Customer Experience. It was organised by Airports Council International (ACI World) and attended by over 300 representatives from various airports around the world.
If you'd like the full presentation with detailed speaking notes, please get in touch on email at vimal@trace-consulting.com.
I'm also happy to consult with your organisation on Customer Experience strategies and implementation, as well as to deliver highly engaging and informative Keynotes focused specifically on matters that concern your audience. Get in touch today.
This was a keynote delivered at the CAPSE 2019 Civil Aviation Summit in Guangzhou, in May 2019. It was attended by about 150 representatives from a number of Chinese airlines and airports.
Please get in touch if you'd like detailed speaking notes, or if you'd like to invite me to deliver engaging, entertaining and informative presentations at your gathering or conference.
I can be emailed on vimal@trace-consulting.com.
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Founded by Sandeep Raut, a top 10 global digital transformation thought leader, influencer, and keynote speaker, GOING DIGITAL offers a wide range of digital transformation consulting services with the necessary tools and practical expertise to help grow your business.
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Save 95% Off The Original Price Normal Price: $297
Slideshare Discount Price $15.00
Udemy Coupon Code: "sweet"
Click Below For a FREE Course Preview
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Social Media Marketing for the Hotel Industry:
Save 95% Off The Original Price Normal Price: $297
Slideshare Discount Price $15.00
Udemy Coupon Code: "sweet"
Click Below For a FREE Course Preview
http://bit.ly/1PPZKQM
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SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
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06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Discussion on Vector Databases, Unstructured Data and AI
https://www.meetup.com/unstructured-data-meetup-new-york/
This meetup is for people working in unstructured data. Speakers will come present about related topics such as vector databases, LLMs, and managing data at scale. The intended audience of this group includes roles like machine learning engineers, data scientists, data engineers, software engineers, and PMs.This meetup was formerly Milvus Meetup, and is sponsored by Zilliz maintainers of Milvus.
Identifying customer digital needs and new business areas for an automotive brand
1.
2. HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
objective of this presentation
This presentation has the objective to simply show the approach used in order to address the
main points highlighted in the brief (see next slide for the key points).
The data used within this presentation are either illustrative or coming from public secondary
research based on US information (either ways it is always indicated within the slides).
It is obvious that for a specific/located case (e.g. China), we will address the key points mainly
focusing on the local market.
Some of the slides could look like just a collection of icons (more or less related), but actually it
is not, and a voice over presentation would make it very clear and meaningful.
Feel free to get in touch for any doubts, requests you may have or clarifications you need.
Best regards,
Marco De Cesaris
2
3. case study briefing
The premium car market in China is changing rapidly.
At the same time the customer structure will change too.
Until 2025 50% of all premium car buyers will be born after 1990 and therefore highly digitalized
with a progressive and innovative way of life.
OEMs are re-designing their approach to address customers and are re-shaping the ways to
sell products and services.
So two central areas need to be tackled:
1. Finding most effective ways to understand customer digital needs.
2. Identifying new business areas and/or re-shape traditional ones, to ensure OEMs success
and generate profit growth.
HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS 3
4. expected outcomes
Provide a structured approach to answer the following:
• What are the digital touch points alongside the customer journey? Identify those, which in
your opinion could be most relevant for profit streaming.
• How will you go about generating an outside-in customer perspective on OEM’s digital
appearance?
• What information will you need and what is going to be a realistic timeline to develop this
analysis and derive an action plan for an OEM?
HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS 4
5. summary
1. Understanding customer digital needs
2. Engaging with the post 90s generation
3. Business potential: technology and platforms
4. Business potential: innovation and communication
5. Customer perspective of OEM’s digital appearance
6. Info needed and timeline for action plan
HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS 5
10. research approach: today more data than ever
10
Secondary research
Easier to conduct;
Broad understanding;
Obtained from public sources;
Focus on markets;
Preparation for primary research;
Social media listening;
Trends;
Competitors analysis
How they engage with customers;
Keep an eye on competitors;
Give us context;
We know what they are doing;
What initiatives they work on;
Where their focus is;
Trends;
Primary research (big data)
More complex;
In-depth exploration;
One to one talks with active industry
players;
Focus on prospects;
We own massive amount of data;
We can anticipate our customers’
needs;
10HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
11. where does this research approach lead?
HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS 11
12. get to know the customers
1212HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
13. 2
engaging with generation born after 19901
1. Source: somebody refers to this generation as generation Z; https://en.wikipedia.org/wiki/Generation_Z
14. 14HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
overlap between millennials and generation z
born in 1980
born in 1990
born in 2000
millennials generation z
POST 1990 GENERATION
“What worked for marketing to Millennials will not work for Generation Z because some of the defining
traits of Millennials do not hold true for the next generation of car shoppers”.1
1. http://www.autoblog.com/2016/03/16/generation-z-wants-cars-study/
15. 1/2 CONTINUE ON NEXT SLIDEbuilding the customer journey
Some of the key questions to be addressed in order to be able to build the customer
journey:
• Who they are / What they do (entrepreneurs, white collars, etc…)
• Where they are (online, events, cafés, city center, suburb, etc…)
• What they use (mobile, apps, technology, etc…)
• What are their habits (always connected, m-commerce, technology, travel, etc…)
1515HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
16. 2/2 FROM PREVIOUS SLIDEbuilding the customer journey
• What are the most important components when selecting a vehicle (price, style,
infotainment, environmentally friendly, brand, etc…)
• What matters to them (e.g. safety, autonomous vehicles, etc…)
• What is important for them in car shopping (e.g. positive experience, face to face
interactions, convenience, price?)
• What/Who are the most important influencers (e.g. traditional/social media, family and
friends, internet, etc…)
1616HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
18. 18HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
INCLUDING CUSTOMER EMOTIONS
AND FIND OPPORTUNITIEScustomer journey matrix
Discovery Research Engagement Experience Purchase Advocacy
Action Test drive
Thinking / Feeling
Will the dealer be able to answer my
questions? / I feel free and excited!
Experience Rating
How would you rate your test drive
experience?
Opportunities
Provide more interactive tools in the
dealership to have a full immersive
experience
Front-stage
People Dealers
Things Car, VR experience
Back-stage
People
Dealer trainers, platform developers,
IT department
Systems/Proc
esses
Dealer’s training, platform
development, technologies
21. 21HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
TECHNOLOGY AND PLATFORMSbusiness potential
The lines between marketing, customer
service and sales will blur.
Creating a seamless experience will need a
focus on:
integrating online and offline
with investments in
mobile technology and social media1.
1. http://agameautotrader.com/agame/pdf/2016-gen-z-study-autotrader-kbb.pdf
22. 22HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
ON TOP OF COMMERCE, SOCIAL
AND EXPERIENCE CENTER.customer centric, mobile, O2O
360 degree customer view.
Anticipate their needs.
Data integration.
Know your engaged audience.
No matter if they are customers or not yet.
Look-a-like model.
Predictive model.
Econometric model.
Leveraging the entire set of data.
Always connected, on the move.
E- and m-commerce are huge in China.
Could leverage existing platforms.
Or create our own.
Easy integration O2O.
Customization through e/m-commerce.
Full immersive experience (AR, VR,
Tech).
Used cars1
This is where to be right now.
Chinese people are social.
The younger the more social they are.
They do everything on social platforms.
Share, search, participate, ask for
opinions.
Do shopping, book rides, read news, etc.
Watch OLV, follow normal people (not
VIPs).
25. We know Rui Wen since 2017
In 2017 Rui Wen was:
• Single
• 27 years old
• Used to live in Chengdu
• Was a Founder and CEO
• His company’s industry was in Technology
• And he purchased Brand Model X
25HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
YEAR 2022keeping up-to-date with our customers
26. 26HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
GET TO KNOW OUR CUSTOMERS
AS INDIVIDUALSthe story-line of Rui Wen
Brand Model X purchased
Drive to Guizhou
Travels
Sharing
Comments/Feedback
Events invitations
Newsletter
Maintenance reminders
Wedding
New born twins
2017 2018 2019 2020 2021
27. Many things have changed…
27HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
FIVE YEARS HAVE ALREADY GONERui Wen in 2022
… and our customer has now new needs
2022
• Rui Wen
• Single Married to Yan Yan
• 32 years old
• Chengdu
• Founder and CEO
• Technology
• Owns Brand Model X
28. Many things have changed…
2022
• HHNI 8.000.000 RMB
• Regularly drive to Guizhou
• Positive sentiment toward our brand and
our new products
• Loves spicy food
• Has several foreign friends
• In 4 months will have twins
28HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
TWO NEW FAMILY MEMBERS
ARRIVING SOONRui Wen in 2022
… and our customer has now new needs
29. Likely he is now ready to buy a more family
oriented car.
We can nurture/persuade his next purchase
according to his updated needs and
behavior…
We know Rui Wen as an individual far
beyond the vehicle…
We know him for 5 years already.
29HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
ACROSS DIFFERENT CHANNELS
AND ANTICIPATE HIS NEEDSwe can now engage with Rui Wen
31. 31HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
CHINA IS THE MOST ADVANCED
COUNTRY IN E/M-COMMERCE1e/m-commerce is huge in China
https://www.bmw.com.cn/buyonline
288,000 RMB
288,000 RMB
1. https://www.emarketer.com/Article/Retail-Sales-Worldwide-Will-Top-22-Trillion-This-Year/1011765
37. 37HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
DEALERS AND MANUFACTURERS
WILL NEED TO ADOPT A CX MODELcustomer experience model
Even though Gen Z has a high level of
comfort with purchasing online, they want to
keep in-person interactions (68%)1 as part of
the car-buying experience.
The test drive is critical to their experience
(52%)2, second only to parents in influencing
their vehicle purchase decision.
Dealers and manufacturers will need to adopt
a customer experience model.
The dealership’s role will shift to become
more like an “experience center”.1
1. http://agameautotrader.com/agame/pdf/2016-gen-z-study-autotrader-kbb.pdf
2. https://coxautoinc.app.box.com/v/autotrader-kbb-gen-z-research/1/6949857826/56691606014/1
45. 45HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
THROUGH THE ATTRIBUTES AND
FEATURES IT WANTSconnect with post 90 generation
CURRENTLY, NO MANUFACTURER STANDS OUT AS “GENUINE,” OR
“YOUTHFUL” FOR POST 90 GEN, WHICH COULD HELP BRANDS APPEAL TO THEM.1
Sources:
1. http://agameautotrader.com/agame/pdf/2016-gen-z-study-autotrader-kbb.pdf
2. https://coxautoinc.app.box.com/v/autotrader-kbb-gen-z-research/1/6949857826/56691606014/1
49. AN INDICATION OF THE INFO
NEEDED 1/2building the customer journey
Some of the key questions to be addressed in order to be able to build the
customer journey:
• Who they are / What they do (entrepreneurs, white collars, etc…)
• Where they are (online, events, cafés, city center, suburb, etc…)
• What they use (mobile, apps, technology, etc…)
• What are their habits (always connected, m-commerce, technology, travel, etc…)
4949HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
50. AN INDICATION OF THE INFO
NEEDED 2/2building the customer journey
• What are the most important components when selecting a vehicle (price, style,
infotainment, environmentally friendly, brand, etc…)
• What matters to them (e.g. safety, autonomous vehicles, etc…)
• What is important for them in car shopping (e.g. positive experience, face to face
interactions, convenience, price?)
• What/Who are the most important influencers (e.g. traditional/social media, family and
friends, internet, etc…)
5050HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
51. 51HTTPS://WWW.LINKEDIN.COM/IN/MARCODECESARIS
DATA COLLECTION WILL HAPPEN
BOTH ONLINE AND OFFLINEresearch framework
- Internal/External
- Secondary research
- Understanding customer
digital needs post 1990
generation
- Internal/External
- Primary qualitative research
(e.g. focus group)
- Initial research questions
and overall approach
- Internal/External
- Secondary data analysis
- Qualitative research
- Methods of collecting
quantitative data
- Definition of the information
needed
- Measurement and scaling
procedures
- Questionnaire design
- Sampling process and
sample size
- Plan of data analysis
- Internal/External
- Primary qualitative and
quantitative research
(interviews, surveys,
observations, customer data)
- Internal/External
- Editing, coding,
transcription, and verification
of data.
- Internal/External
- Addressing the research
questions identified
- Describing the approach,
the research design, data
collection, and data analysis
procedures adopted
- Presents the results and the
major findings.
1-3 working days 1-2 weeks2-3 weeks 2-3 weeks 1-2 weeks3-5 working days