What marketers can do with IoT (part II)
CP companies and consumer electronics companies all face the challenge of having no direct access to their consumer to get a better understanding of their wants and needs. Companies like Amazon, Google, Apple or any other phone device or smartwatch company receive massive amounts of data and information about their end users. Unfortunately not the consumer products company at the moment. For them, it is expensive to buy the end user data and still not own it. IoT can be the solution to understand the behaviors of the end user better. The second challenge is to combine this data with all other sources from the, e.g. their purchase history, individual campaign responses, google advert data. If they would have the data, the marketing department faces challenges with ingesting the heterogeneous data and have a homogeneous foundation available. As we know data is not heterogeneous and present in various formats, it is impossible to store these varieties of data, generated from multiple sources in a traditional system, in many company cases, it is MS Excel. Accessing and processing the data at speed is not possible with a current excel approach.
To start with advanced analytics the design of proper infrastructure is critical. That means before a company implements an IoT solution consider a good IoT strategy and overall data strategy for your marketing department. There are different solutions for the problem, think of data platform services or universal bus data exchange technology. We have seen at CES already in 2018 consumer products IoT data capturing solutions like the intelligent hairbrush from L’oreal, the toothbrushes from Philips or Oral B, refrigerators, washing machines, shoes, wine preservation, and printers. In all of these cases, it is an electronics product combined with an FMCG product. L’Oreal — shampoo, Oral B (not Philips as I see) with toothpaste, Wine preservation with wine, the printer with ink or paper, etc. All combinations are possible but what about a single FMCG, we were not able to find something at this moment, it is always with a combination of a mobile app or an appliance/device. Maybe the future Bottles and Cans become first when the IoT devices become very small and cheap and merely directly connect after bought them to a personal area network. That would provide a wealth of data with the challenge in Europe to be GDPR compliant.
To start with advanced analytics the design of proper infrastructure is critical. That means before a company implements an IoT solution consider a good IoT strategy and overall data strategy for your marketing department. There are different solutions for the problem, think of data platform services or universal bus data exchange technology. We have seen at CES already in 2018 consumer products IoT data capturing solutions like the intelligent hairbrush from L’oreal, the toothbrushes from Philips or Oral B, refrigerators, washing machines, shoes, wine preservation, and printers. In all of these cases, it is an electronics product combined with an FMCG product. L’Oreal — shampoo, Oral B (not Philips as I see) with toothpaste, Wine preservation with wine, the printer with ink or paper, etc. All combinations are possible but what about a single FMCG, we were not able to find something at this moment, it is always with a combination of a mobile app or an appliance/device. Maybe the future Bottles and Cans become first when the IoT devices become very small and cheap and merely directly connect after bought them to a personal area network. That would provide a wealth of data with the challenge in Europe to be GDPR compliant.
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