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1© 2015 Affectio
Advanced Data Analytics to Influence Real-Time Buying BehaviorAmyx McKinsey
© 2015 Amyx+McKinsey
ABOUT SCOTT AMYX
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3© 2015 Affectio
❖ Problem Statement
❖ Retail Use Case
❖ Advanced Data Analytics
❖ Demo
❖ Benefits
AGENDA
© 2015 Amyx+McKinsey
PROBLEM STATEMENT
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Marketers are working with soft metrics for brand affinity, favorability, brand recall and engagement.
Time series and geospatial statistics are indirect measurement of true customer engagement.
© 2015 Amyx+McKinsey
ALWAYS LISTENING & LEARNING
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6© 2015 Affectio
Retail
AMBIENCE
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What is the customer’s reaction to the store ambience?
I love the ambience!
© 2015 Amyx+McKinsey
PRODUCT
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Which product does the customer desire the most?
I want this!
© 2015 Amyx+McKinsey
Haptic feedback
Are you loving it?
Go ahead, you deserve it.
PROMOTION & MESSAGING
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How do we optimize campaigns?
I need this!
Buy to unlock VIP Concierge Service
Are you loving this?
© 2015 Amyx+McKinsey
DIGITAL SIGNAGE
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How do you personalize and optimize digital messages?
© 2015 Amyx+McKinsey
FRICTIONLESS PAYMENT
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How effortless was the payment process?
That was easy!
© 2015 Amyx+McKinsey
© 2015 Amyx+McKinsey
BRAND ENGAGEMENT
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Overall, how satisfied is the customer with the brand?
I love this brand!
Loving my new Louis Vuitton!
© 2015 Amyx+McKinsey
ADVANCED DATA ANALYTICS
NLP
Smart Watches Smart Fashion AR/VR Glasses 3D Avatars
Connected TV
Digital Signage
Medical Wearables Robots Connected Car IoT
Through the use of wearables and the Internet of Things, there is an opportunity
to derive advanced data analytics to influence real-time buying behavior.
Earbuds
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PHYSIOLOGICAL DATA
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Heart● Electrocardiography (ECG) ● Heart rate● Pulse wave● Heart rate zone training● Resting heart rate● Heart rate recovery time● Heart rate variability● Heart rhythm and irregularities
Blood Pressure● Blood pressure● Systolic/ diastolic
Oxygen Level● Pulse oximetry (blood oxygen level)● Perfusion index● Maximum oxygen consumption (V02
rate)
Respiration● Breathing/ respiratory rate● Respiratory volume● Breathing depth
Skin Conductance● Electrodermal activity (EDA)/ galvanic
skin response (GSR)● Sweat biomarkers
Muscle Activity● Electromyography (EMG)● Mechanomyography (MMG)● Borg Rating of Perceived Exertion (RPE)
Scale● Muscle output force
Hydration● Body weight changes● Perspiration analysis● Blood markers & blood flow patterns● Urinalysis
Temperature● Thermometer
Brain Activity● Electroencephalography (EEG)● Other techniques that require bulky
and immobile equipment: fMRI, SPECT (changes in blood flow), PET, NIRS (metabolic activity), MRS, MEG
Blood Glucose● Glucose
Ingestion & Calories Burned● Direct & indirect calorimetry● Resting metabolic rate (RMR)● Thermic effect of food (TEF)● Oxygen consumption● Physical activity© 2015 Amyx+McKinsey
BODY LANGUAGE
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COGNITIVE METRICS
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EYE MOVEMENTS
Source: The Institute of Human Understanding.© 2015 Amyx+McKinsey 17
SPEECH EMOTIONS
Source: MIT Expressive Speech.
The effect of emotions on the human voice
© 2015 Amyx+McKinsey 18
FACIAL EXPRESSIONS
Source: Emotions and Facial Expressions by Joumana Medlej.© 2015 Amyx+McKinsey 19
20© 2015 Amyx+McKinsey
NOT BUSINESS AS USUAL
© 2015 Amyx+McKinsey
MILLENNIAL PHRASES
● The struggle is real● Stop it right now● Sorry I’m not sorry● I can’t even● I know, right?● I just can’t/ can’t even deal● Can you not?● Dipset (Bail on something)● I meeeean● Obvisouly● Literally● YOLO (You only live once)● FOMO (Fear of missing out)
● Phubbing (Talking while texting or on a computer)
● Hundo P (100%)● LOVE● #THIS● Srsly (Seriously)● Obsessed● It me (It’s me)● P (Pretty)
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© 2015 Amyx+McKinsey 22
EMOJIS
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Retail© 2015 Amyx+McKinsey
© 2015 Amyx+McKinsey
DEMO: SENSEMOJI
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● Engage customers in entirely new ways to heighten connection with brand emotional identity and to increase brand loyalty
● Quantify consumer’s emotional, cognitive and physical reactions to brand engagement
● Accurately target products and services in the right context, right time, right place, right frame of mind and right state of emotion
● Equip brands with new big data analytics to increase customer acquisition, optimize customer lifetime value, and drive top-line growth
© 2015 Amyx+McKinsey
BENEFITS
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