#NewWay ToEngage The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Commerce Using Customer Preferences to Build More Meaningful and Valuable Brand Connections Interview with Shep Hyken, @Hyken Chief Amazement Officer at Shepard Presentations, LLC Connect with us
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#NewWay ToEngage
The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Commerce
Using Customer Preferences to Build
More Meaningful and Valuable
Brand ConnectionsInterview with Shep Hyken, @Hyken
Chief Amazement Officer at Shepard Presentations, LLC
3 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage
Previously, we had information based only on what the customer did in the past.
We could track what the customer was doing and pull together a bunch of information
about what the “average” customer did. But today, thanks to big data, we have so much
more information available.
We are receiving data from many different places, and with analytics, we can use that
information to paint a vivid picture of customer behavior. Trends are easier to identify,
and we can predict what actions customers will take next. But the key to using this
information successfully is to pare it down to something more simplified.
Sophisticated analytics tools can paint a vivid picture of customer behavior.
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Enhanced Customer Experiences
How has the introduction of sophisticated analytics tools changed our understanding of the customer journey? And what has been the impact of being able to harness qualitative analytics?
8 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage
Moving into the Future
Cognitive data and analytics will play important roles in the future. Personally, I love the
idea of data being cognitive because it takes the big data and predictive analytics and
elevates them to an entirely new level.
We’ll also have the ability to understand customers like we
never have before. The most subtle of preferences will be
uncovered and used to make customers feel like a brand
knows them personally. As a result, analytics will deliver
customer connections that are deeper and more
meaningful and result in greater brand loyalty.
9 | The Future Project: Vol. 2 Envisioning the Impact of Big Data & Analytics on Commerce | #NewWayToEngage
IBM Commerce Can Help
There is an alarming gap between what brands believe they deliver and what customers actually experience. Eighty-one percent of consumer brands say they have a holistic view of their customers while only 37 percent of consumers believe their favorite retailer understands them.
IBM Marketing Cloud helps close the customer experience gap-making it easier to understand and design meaningful customer experiences across applications, devices and time to accelerate today’s results and tomorrow’s ambitions. It powers the delivery of exceptional experiences for customers across the buyer journey by leveraging customer data, providing analytical insights and automating relevant cross-channel interactions.
• Quickly design and automate consistent cross-channel experiences
• Make better decisions and deepen customer engagement with purpose-built analytics inside
• Gain faster time to ROI and increased agility through a cloud-based digital marketing platform that integrates easily with other customer data sources and applications
To learn more about IBM Marketing Cloud solutions, go to IBM.com/NewWayToEngage
Also, join the conversation on Twitter with Futurists like Shep Hyken using #NewWayToEngage
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