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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
S. Dimitriadis
more and more data
coming from more and more touch points
and more and more devices
Customer Digital Footprints
S. Dimitriadis
• 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
S. Dimitriadis
IoT
S. Dimitriadis
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
S. Dimitriadis
Customer Digital Footprints
better customer knowledge
Opportunities for the company
better targeting by profile by location by interest by moment / time by mood …
S. Dimitriadis
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
S. Dimitriadis
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
S. Dimitriadis
Thank you!
Sergios Dimitriadis
