How to Add Value on Big Data

There are thousands of things to note every moment. Words, visions and sounds are the popular ones in the present society. Others, taken into account by millions of people now and in the past, are smells, emotions, state of mind and body, time of day and year, even time of decade or the millennium not to even mention the really intangible ones. These things, as not collected or even named by the marketeers are considered as fuzz in the means of marketing data.

Added Value of Big Data / Meri Seistola

Straight to the Point

The fleeting niche where the providing part is to convert the consumer’s attention into action must be filled with lure and confirmation. There has to be something so different and assuring, which dimms all the fuzz around the consumer and the very moment. To reach this goal the message offered has to be timed right, feeded by right media and – above all – essential. Going straight to the point.

What’s the Point?

Big data is available both for consumers and about the consumers. In order to avoid crucial mistakes such as advertising car washes for non-car-owners the data collected or purchased has to be matched. According to the classical Ackoff model digging big data leads to information, such as ‘who owns a car’. Matching the data with the information on car wash shops in the area, consumer behavior and other relevant variables provide knowledge. In this case the marketeer knows the point of interest of the consumer.

Adding Value

All this can be and is often done automatically, or with just little intelligent effort. My insight is, that the real wisdom beyond this point is only human. To add the last 20 % value to the plan and its execution requires a thinker. A broad-minded analyst sees out of the box, is able to interpret the thousands of weak signals of the moment or curate the seeds of change. This is the added value which makes the exquisit use of big data. The more expensive the data, the more important its ROI.

 

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Make your Innovations the New Normal

Great business can be made when you are able to communicate your  innovation as the ’New Normal’. The European commission has now awarded the Swedish to be the top European innovators with Skype, Spotify – and Ikea.

It is not easy to introduce a new approach to the consumer’s everyday life, but the Sweds succeeded in doing so! Let’s learn (after feeling sorry for ourselves for 1 minute 🙂 that innovative business also needs to change the life patterns of the consumer.

Talk, show and challenge

It is not only about a brand campaign doing strong, but it also demands public discussion both live and virtual. At all levels of (non)expertise, to effect consumer’s attitudes and conceptions. And here, public discussion counts as well the Top National Media as the smallest on-line-community.

This is the very thing that differents the true innovations – and in this case it was the Swedish innovations – from those hundreds and thousands of ideas and products pouring daily in to the marketplace. No matter how genius gadget, program or service you have come up with, if there is no desire and demand for it. Attention and attraction to something that hasn’t existed in your entire life can not be made through a fancy banner campaign. Even thoroughly tested and tracked.

Test, use and again – talk

Most successful products (may it be an item or a service) have been tested within a minor circle first. Only with real users you can start to tamper towards the enhanced user experience, interface routines with the real life and/or scientific testing. All this demands long-haul planning, media and stakeholder group relations and great confidence on the end product. Having faced these phases, you and your stakeholders already have come up with the ’New Normal’ phrases on the usage, the greatest moments and the most common questions and hence you can start and communicate the beauty of the ’New Normal’ life with the innovation – raising attraction.

Note! Especially within the electronics industry there are audiences, who are keen to all new and are most likely  the first ones to buy the product just for the sake of it being new on the market. Still, mostly this kind of customer behaviour demands brand loyalty and pre-marketing.

http://www.euractiv.fr/innovation-enterprise/economie-suedoise-est-la-plus-in-news-531481#!