This document discusses how businesses can leverage data to better understand customers and transform marketing. It notes that marketing is an operational process that should appeal to emotions over logic. The document outlines that customers want to avoid pain, seek pleasure and boost their ego. It recommends businesses understand customer intent, storyboard the customer relationship, and test marketing campaigns. The document also advises catering to millennial preferences for experiences over possessions, access over assets, convenience and good service. Finally, it predicts that big data, AI, virtual reality and the merging of digital and physical worlds will shape future consumer experiences.

1. The big huge
data problem
How to stop drowning in data
and start swimming in customer
insights.
Carlos Angel

2. Stop
drowning
By understanding the 3 sacred
laws of marketing.
Chapter: 1

3. Marketing is
operational
Transforming strangers into
customers is more an
industrial process than magic.

4. Marketing is
emotional
Effective brands understand
humans respond to emotion
over logic.

5. Marketing is
digital
The internet should be a
fundamental component of your
marketing strategy and roadmap.

6. Learn
more...
How to use marketing as the
tip of the corporate spear.

7. Start
swimming
By understanding the 3 basic
instincts.
Chapter: 2

8. Pain
sucks
Consumers hate pain and
actively search for things to
make it go away.

9. Pleasure
moves
Consumers will go to great
lengths to experience joy
and pleasure.

10. Ego
rules
Consumers are driven by their
ego and their evolutionary need
to stand out.

11. Learn
more...
How to hack purchase
intent and awareness.

12. Start
surfing
By understanding the 3 key
processes.
Chapter: 3

13. Understand your
customers users
Focus on intent and context
instead of avatars and personas.

14. Storyboard your
relationship
Awareness, engagement,
commitment, trust, excitement,
loyalty, advocacy.

15. Storyboard your
relationship
Awareness, engagement,
commitment, trust, excitement,
loyalty, advocacy.

16. Storyboard your
relationship
Awareness, engagement,
commitment, trust, excitement,
loyalty, advocacy.

17. Storyboard your
relationship
Awareness, engagement,
commitment, trust, excitement,
loyalty, advocacy.

18. Storyboard your
relationship
Awareness, engagement,
commitment, trust,
excitement, loyalty, advocacy.

19. Storyboard your
relationship
Awareness, engagement,
commitment, trust,
excitement, loyalty,
advocacy.

20. Storyboard your
relationship
Awareness, engagement,
commitment, trust,
excitement, loyalty,
advocacy.

21. Storyboard your
relationship
Awareness, engagement,
commitment, trust,
excitement, loyalty,
advocacy.

22. Test your
campaigns
Accelerate your customer
relationships with campaigns
you can test and document.

23. Learn
more...
How to increase your
customer’s lifetime value.

24. Start
flying
By understanding the 4
millennial trends.
Chapter: 4

25. Sell
experiences
Millennials spend their money on
experiences instead of things.

26. Sell
access
Millennials spend their money on
access instead of assets or debt.

27. Sell
convenience
Millennials spend their money on
the most convenient things.

28. Sell
service
Millennials spend their money on
good service and nice brands.

29. Learn
more...
How to create irresistible
consumer experiences.

30. Start
building
By understanding the 4 sacred
predictions.
Chapter: 5

31. Big data will
be huge
New devices will generate huge
data marketers will use to design
disruptive consumer experiences.

32. Marketing will
be AI
The singularity of data and AI will
give customers unprecedented
levels of personalization and
service.

33. Sales will
be virtual
Virtual Reality will give
customers the power to
tele-transport themselves to the
ideal sales conversation.

34. Bits will
be atoms
The digital and physical worlds
will collide into next generation
consumer experiences.

35. Learn
more...
How to see around corners
and avoid being disrupted.

36. The big huge
data opportunity
How to stop drowning in data
and start swimming in customer
insights.
Twitter: @carlosangelco