Marketing Association Rijksuniversiteit Groningen (MARUG) where around 350 students and 100 businesses where attending. The topic was about customer insights and analytics. I started with showing a youtube around what todays already is possible with available CRM data and sales data and some standard algorithms using Watson. A first view of marketing insights as a service. The lack of good analytical marketing skills drives companies like IBM to develop these kind of services.
[O’Brien ’96, Neuman ’99, Gosling ’03, Wholan’06), the Needs 12 dimensions (Aaker 1995, Maslow 1943, Fords 2005), and base values of the person. These personal intrinsic traits create a unique digital personality. Another trend is that millennials use less text and more visuals to communicate. Through analytics of those picture (pure the visuals) we are now able to identify brands and surroundings (beach, sports...etc) which also provides input to build a digital profile. Combining the two would provide great capabilities for marketers to create personalized or hyper personalized propositions. This all fits still to the paradigm we already concluded in our CMO study in 2011. Understand your customer as an individual.
Now with knowing your customer as an individual and using science Analytics or an Analytical service, there is still the challenge for marketers to develop an attractive intelligent customer journey that provides maximum value at every touch point. That was paradigm 2 in the CMO study. Digital has a lot of impact on the channels to engage with brands. These digital channels will increase and it is the marketer who needs to incorporate those in an intelligent way. As marketer you need to show that you have a clear understanding of all the journeys your customers can take and make logical connections between the different phases, steps and channels. If a car manufacturer envisions that in the near future he is unable to bring every model to the dealer showroom what point solution they should add to the customer journey. In this case it is not driven by the customer but also from the car manufacturer from cost perspective. With a Customer Experience LAB you can start envisioning what future customer experience would be possible to give the customer a "near" real experience of the car he is planning to buy. The look, the color, the sounds, the feeling of the seats, the speed and acceleration, how does the car think...what intelligence is included...
This opens opportunities for augmented reality or using large screens, oculus rift. Now we are almost back to the game development and virtual reality to develop the near future showroom of the car manufacturer. This virtual reality experience is my bridge towards the next paradigm.