New digital tools offer companies the opportunity to turn the flow of available data into actionable knowledge and create effective customer journeys.
We live in an age when Data or more precisely Big Data is everywhere. Internet users leave a constant stream of Data not only on social media websites but anywhere they go in the form of digital footprints. Even when we walk into a store with a smartphone or iPhone by accepting free WiFi access we become a source of Data for retailers. Our modern devices constantly transmit Data about us and our preferences.
Psychometrics or psychographics is the field of study that attempts to measure and quantify the classic descriptions that psychology insights offer us. The use of a psychometric formula in order to measure a characteristic allows us to assign its value an actual number for any given individual. With psychometrics we can measure things that aren’t usually thought as measurable such as personalities, feelings, thoughts, beliefs, opinions, values, lifestyles, interests and activities.
A few years ago we thought that the use of social media in marketing was a breakthrough in strategic planning. Then came the increased use of influencers in the social media channels. So far so good…all this has become tangible enough; no one in the field will presently consider launching a campaign without including the social media and if possible seeking influencers to back it.
Most companies treat their “website customers” as though they are somehow different from the rest of their customer base. This has an impact on how we view and analyze their patterns, creating marketing plans that mistakenly focus on just a fraction of the customers’ behavior.
More than you would like to admit, you’ve been in a room of colleagues or partners and you hear the phrase …”a good value proposition”… sure you get the main idea but what is it really about? And how can you master the concept? Simple Google explanation: (in marketing) an innovation, service, or feature intended…