agile consumer analytics
TRANSCRIPT
AGILE CONSUMER ANALYTICS
Different Approaches for the 21st Century
Ken Collier, PhD Director, Agile Analytics ThoughtWorks @theagilist [email protected]
THE 21ST CENTURY CUSTOMER
SOME ANALYTICS STORIES
WHAT TO THINK ABOUT
today
Marketing analytics
A brief history
“…there has been no other point in history when so many aspects of disruptive change have collided and conspired to wreak havoc on the retail and consumer packaged goods industries.”
“Who the customer is, what customers want and how to give it to them are completely up for grabs.”
Doug Stephens The Retail Revival
The Great Unwind is a horizon where consumers…take back
control of their behavior, holding themselves and the companies they do business with to higher business and social standards.
Consumers long to return to a time when they could actually
like the places they shopped and feel good about spending their
money there.
John Gerzema, Spend Shift
“The brands that secure their place in the future will ultimately have to be trusted and loved— and above all, remarkable.”
Doug Stephens, The Retail Revival
What do consumers want?
TRANSACTIONS ANYWHERE AND
ANYTIME
What do consumers want?
RADICAL PERSONALIZATION
What do consumers want?
REMARKABLE CULTURE
What do consumers want?
HI-FIDELITY OR HI-CONVENIENCE
What do consumers want?
HONESTY ILLUMINATION
IMMEDIACY
PERIL LIES AHEAD
RELIANCE ON BROAD CONSUMER SEGMENTS
And how are they doing it
WHO IS DOING THIS WELL?
user preferences
social influence
user location
Source: “Mobile Advertising, Clustering Algorithms, and Your Ticket for a Free Ride” Lillian Pierson, Smart Data Collective
WHAT TO THINK ABOUT
PARTNER
WHO CARES
DIFFERENTIATING
PARITY
mar
ket d
iffer
entia
tion
mission critical
Business Intelligence
Static Reporting Executive Dashboards
Operational Analytics Consumer
Analytics
Marketing Analytics
SOLUTIONS THINKING VS. ANALYTICS THINKING
DATA AS CURRENCY
takeaways
1 SOPHISTICATED
ANALYTICS = DISRUPTION
takeaways
2 CONSUMER
EXPECTATIONS ARE INCREASING
takeaways
3 PUT CONSUMER
VALUE FIRST
takeaways
4 ANALYTICS POWERS
THE CONSUMER EXPERIENCE
takeaways
5 THE BEST ANALYTICS
ARE FOUND IN AMBITIOUS SOLUTIONS
THANK YOU For questions or suggestions:
Ken Collier
Director, Agile Analytics - ThoughtWorks [email protected]
@theagilist