From Big Data to Marketing Actions

VOL. 0047 – FLORIDA, MONDAY, MAR 18, 2024

Juan F. Arjona Harry

President & CEO Strategee   

Never before had the marketing the great opportunity to plot the constellation of consumption of an individual, and therefore the same purchase decision.

In the modern retail business, in companies selling to the final consumer packaged goods, banks and credit card companies, airlines, cinemas and entertainment, in the category of restaurants and places of entertainment in the music market and streaming movies, among many others, today traceability technology in consumption, coupled with the potential of social networks are creating the ideal place to boost sales of each corporation that understands this tool.

From the labeling and packaging design to the design of promotional activities via Twitter, Facebook, Instagram among others; marketing has today lots of opportunities starting from the predictive analysis.

To succeed, three ingredients should be mixed:

I. Capture, management and maintenance of the data: the company must clarify regarding updating their records in several things:

1. What will be the key data needed to design the required predictive algorithm?

2. What will be the policy of management information from the safety aspect?

3. What will be the policy of renovation and expansion of the data?

4. What will be the management of the data?

5. What will be the stabilization mechanism for the data and the possibilities for self-maintenance and Self-management in updates?

II. Convert the data into insights: from the potential of predictive analytics, the sorted data is a powerful source of knowledge of the buying decision and what happens around it. You can know the cycle of consumption, related categories, days, hours and context of consumption when a data extensive enough to establish behavior is analyzed. From building a transactional algorithm can be designed easily predictive algorithm that will tell us what will happen to the consumer three or four days later. But power does not stop there; far beyond knowing what will happen to the demand, it is possible to know some consumer insights to identify related categories transparently showing what the pattern or model of consumption of each individual. From building a transactional algorithm to the design of easily predictive algorithm that tells what will happen to the consumer three or four days later. But power does not stop there; far beyond of knowing what will happen to the demand, it is possible to know some consumer insights to identify related categories transparently showing what the pattern or model of consumption of each individual is.

III. Turning insights into effective marketing activities: the corporation with the above results, must prepare its value proposition, adjust its front end, eliminate those that affects the cost-efficiency, deleting, transforming supply chain decisions, packing of packaging, number of boxes in effective care, shift operation, availability of cash flow for the operation of rows with priority or preferential adjustments in policy service, service agreements, alliances, shipping policies (both physically and electronically), in policy and in promotional coupons deployment, in decisions which changes are needed to supply itself, achieving superior results and particularly an efficient and rational arrangement of resources.

Today is seen a huge potential for optimizing the operation with the help of technology, as well as at once refined and adjusted the value proposition to customers making it more solid, crystallized and fully addressed to them, doing it with the power of predictive analytics from the information captured in the data.