Shifting the Consumer Journey in Realtime with Big Data
February 27, 2013
For years, Neiman has used a control room to monitor social media and online behaviors, but in the era of “big” data we’re rethinking ways to harness these and other information sources to visualize and uncover real time insights, essentially turning big data into consumer engagement opportunities.
Consumer journey documents have historically been static snapshots built on insights from expensive research studies – often outdated before they can be used effectively. Now, with the help of real time data, they can be dynamic information sources that enable marketers to engage in the moment and shift a consumer journey already in progress.
With the mounds of data available, we are able to create dashboards of consumer data – both at an aggregate and individual level view – to build a consumer profile and journey. Think IBM Slamtracker, but instead of stats on your favorite tennis players, you are looking at stats on your consumers.
Beyond the tech capabilities, there are three essential components to an effective consumer engagement dashboard:
1) Define exactly what you want to accomplish with the dashboard
Too often and too easily we become lost in a sea of data. A laser-focused vision will guide the design and implementation of any data analysis or output. For instance, if you build your dashboard with the sole focus of using it to deliver exceptional customer service – the pieces of data you analyze and act on will be easily identified.
2) Operationalize the input, interpretation and interaction
Once you’ve established your vision, set a process for meeting that vision. Data is useless unless you act on it. What data will you bring in? What criteria will define an actionable piece of information? How will you respond? Who will respond? Creating the operation flow will make real time response much easier. Just ask Oreo – without a well-established process they would not have been able to capitalize on the Super Bowl black out.
3) Make it part of your environment
Customer-centricity is essential for all marketers and bringing your consumer into your environment is a sure fire way to ensure that your team always has them in mind when making decisions. Make your dashboard accessible and highly visible – think huge touch screen on a prominent wall – so your team can play and interact with the information.