This document discusses how companies are gaining new insights into customer interactions, emotions, and experiences through passive data collection from smartphones, fitness devices, and apps. It provides examples of partners that collect and analyze this passive data. The new data drives innovation, such as insights into how millennial dads use sports apps and websites throughout the day. Finally, it outlines how this new data is enabling a new style of marketing and customer relationship management that is more integrated across organizations.

1. We are in the midst of a fundamental shiſt
in how we view the world; a breakthrough in how
we mine customers interactions, emotions
and experiences

2. 2
to sense & act,
shape & connect
from push & hope
03

3. 3
New ways to measure
Survey Analytics is our
community access portal & data
aggregation hub
Moves collects passive data about the
participates via their smartphones –
movement, geo-location, etc.
RescueTime is a partner app that
logs activity and engagement with
digital devices –laptops, smartphone
and tablets 24x7x365
MoodTracker is a third-party app that
helps us assess and understand mood,
emotion and other experiences over
time
Fitbit is a third-party device that helps
us look at patterns of everyday life

4. 4
New data & new insights drive innovation
Millennial Dads use smartphones or laptops to
access sporting websites and apps?
Use is differentiated by the kind of information dad’s are
seeking. In the morning they want a re-cap. In the
evening (primetime for many sports) and on weekend
aſternoons it’s all about what’s happening now.
These insights can be used to:
• Drive eCommerce strategy
• App and website requirements
• Media planning, ad buys
• Social strategy
What
happened
last
night?
What’s
happening
now?

5. 5
A new style of marketing and CRM is emerging
Business
Marketing
Business
Marketing
MarTech
CRM
MM
DB
MM
DB
CRM
MarComm
Products & services
are built on a new
informational base
that cuts across the
organization –’direct’
customer data
Member-Marketing
Database
MarComm becomes
MarTech and CMR moves
inside the organization
Old model New model
Aſter Hugh Dubberly
CRM technology
‘vendor’ model