The idea behind Customer Centricity is that you need to know your customers well. SAS works with a 360 degree customer view and the data sources behind it.
360 degree model
Customer relevance
For customer relevance you need to go through the whole cycle. The red dot ' Who they are ' represents data sources that are normally easy to find: social demographic and cross-sectional data. Most companies also collect the contact details from the light blue dots. Organisations such as banks, telecom companies and retailers have often also invested in the purple dots: analytics such as Recency Frequency modelling (RFM), Life-cycle analysis and Lifestyle analysis .
The missing customer insights that big data contributes to are the remaining three dots at the bottom. The green dot is the webstream data: how does the customer react online and what changes are observable in their behavioral pattern? The orange dots form the social profile of the customer: the profile data that is collected on social platforms in a legal way (official opt-in), supplemented with various analytics.
Projects that now seem far away or even unattainable to many of us will soon become reality. One of the projects that SAS, together with a company from the pharmaceutical industry, is working on is the development of new devices that will collect various data from a patient in real time, such as location, temperature and heart rate. With such a project, the problem can be solved for three parties at the same time: the patient is fully under control, the doctor is informed in time and the pharmaceutical company collects the necessary information for the R&D department to further optimize the products.
No speed cameras, but sensors in the car
Another good example is that the police in Belgium are planning to remove all speed cameras and instead install sensors with RFID tags in the cars that measure the speed. At the end of the year, a bill will simply be sent to motorists. But let's hope that the Dutch police are not that far yet. Insurance companies are already responding well to this development. In Belgium, you can already take out a pay-per-use insurance where your driving behavior is monitored via the sensor in your car and the premium is determined on that basis. Are you a 'smooth driver'? Then you pay a corresponding premium.
Bob Nieme is the founder and Chief Visionary Officer of Advertisement and states that the wisdom of big data is more important than what we can do with it. Data is everywhere, but that does not mean it is reliable. Data has become more complex. It is about context and business value. “The idiocy of today: what do I need a toothbrush that will soon tell me how to brush? All that data, I can't do anything with it,” says Nieme.
Nieme calls data the new oil, because the process is more or less the same. It takes a lot of time and money to search for oil. From oil to mobility is also quite an undertaking: the oil must first go to a refinery via an oil tanke france mobile phone number list and then diesel or Octane 95 or 98 comes out, the rest is waste . The waste can lead to asbestos, among other things. How much waste would there be if we only used the oil for mobility? This applies equally to the use of data and to the risk of using data. Certainly when looking at the leaking of personal data and the misuse of customer data.
What are the challenges?
What are the current challenges of big data?
It was already predicted.
Albert Einstein once said “ I fear the day that technology will surpass our human interaction. The world will have a generation of idiots .”
Explosive data growth.
Social media-hyper connected economy. According to Nieme, we don't understand a thing about it. Fortunately, he does believe that you can achieve something with it if you just enter into dialogue with your community.
Growth in channel and device choice.
Traditional analytics tools don't even come close to solving the big data challenges.
Price discrimination: how do you, as a marketer, deal with the situation where one consumer receives a discount coupon and the other does not?
big data growth