Post on 09-Feb-2017
transcript
S. Dimitriadis
Customer Digital FootprintBusiness opportunities and challenges
Oracle - EEDE Forum, 17/2/2016
Sergios Dimitr iadisAssoc iate professor, Market ing & Communicat ion departmentAthens Univers i ty of Economics and Bus iness
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more and more data
coming from more and more touch points
and more and more devices
Customer Digital Footprints
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• web sites• social media• search engines• mobile• digital ads• in-‘store’ kiosks• loyalty cards• …
• your car• your house appliances• your ‘watch’• your shoes and clothes• your bracelets, bands• your health devices• …
Customer Digital Footprints
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IoT
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need
info
choice
buyuse
postevalua-
tion
postbehavi
or
From consumer’s buying journey…
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to customer’s life journey
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Customer Digital Footprints
better customer knowledge
Opportunities for the company
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Customer Digital Footprints
better customer knowledge
Opportunities for the company
better targeting by profile by location by interest by moment / time by mood …
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Customer Digital Footprints
better customer knowledge
Opportunities for the company
better targeting
MAX customization
of the message of the content of offers of the product / service of customer care
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Customer Digital Footprints
better customer knowledge
Opportunities for the company
better targeting
MAX customization
effectiveness & efficiency
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Customer Digital Footprints
more relevant info - content
Opportunities for the customer
less ‘noise’, distraction
more convenience
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Customer Digital Footprints
data management, data integration
Challenges for the company
channel integration
consistency
cyber attacks espionage scale of the damagesecurity
organizational, HR issues
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Customer Digital Footprints
privacy
control
transparency
choice
more or less active actor?
Challenges for the customer
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Thank you!
Sergios Dimitriadis