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AGILE CONSUMER
ANALYTICS
Different Approaches for the 21st Century
Ken Collier, PhD
Director, Agile Analytics
ThoughtWorks
@theagilist
kcollier@thoughtworks.com
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
ANYWHEREAND
ANYTIME
What do consumers want?
RADICAL
PERSONALIZATION
What do consumers want?
REMARKABLE
CULTURE
What do consumers want?
HI-FIDELITYOR
HI-CONVENIENCE
What do consumers want?
HONESTY
ILLUMINATION
IMMEDIACY
PERIL LIES AHEAD
RELIANCEONBROAD
CONSUMERSEGMENTS
And how are they doing it
WHO IS DOING
THIS WELL?
Agile Consumer Analytics
user
preferences
social
influence
user location
Source: “Mobile Advertising, Clustering Algorithms, and Your Ticket for a Free Ride” Lillian Pierson, Smart Data Collective
Agile Consumer Analytics
Agile Consumer Analytics
Agile Consumer Analytics
Agile Consumer Analytics
Agile Consumer Analytics
Agile Consumer Analytics
WHAT TO
THINK ABOUT
PARTNER
WHO CARES
DIFFERENTIATING
PARITY
marketdifferentiation
mission critical
Business Intelligence
Static Reporting Executive
Dashboards
Operational
Analytics Consumer
Analytics
Marketing
Analytics
SOLUTIONS THINKING
VS. ANALYTICS THINKING
DATA AS CURRENCY
takeaways
1SOPHISTICATED
ANALYTICS
=DISRUPTION
takeaways
2CONSUMER
EXPECTATIONS
AREINCREASING
takeaways
3PUTCONSUMER
VALUEFIRST
takeaways
4ANALYTICSPOWERS
THECONSUMER
EXPERIENCE
takeaways
5THEBESTANALYTICS
AREFOUNDIN
AMBITIOUS
SOLUTIONS
THANK YOU
For questions or suggestions:
Ken Collier
Director, Agile Analytics - ThoughtWorks
kcollier@thoughtworks.com
@theagilist

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Agile Consumer Analytics

Hinweis der Redaktion

  1. A Geofence is a layer of intelligence that allows you to make decisions or take some action based on a geographical area. It can circle anything/ any area you like – a retail store, a stadium, a neighborhood. You can build an App-based Geofence that, as the name suggests, requires you have an app to access GPS data. Or you can build a Network-based Geofence that uses carrier-grade location data and is not app dependent. http://www.chieflocationofficer.com/demystifying-geofencing/
  2. Who is ambitious and disruptive? This slide is a subsection slide that may be eliminated. The next several slides are case stories about ambitious consumer analytics.