Tech Guest Viewpoint: Personal Experiences Deliver Victory, Loyalty

By Deepak Advani, IBM Commerce



The 2014 NFL season is over and teams have shifted focus from the Super Bowl to what’s next. This assessment requires a detailed examination of their rosters, where money was spent and what investments produced the desired outcome. It’s this same exercise that advertisers must do right now, especially those that dropped $4.5 million for a 30-second spot during the big game.



The Super Bowl is clearly THE premier sports event in the U.S., and this year was no exception — the game drew a record 114.5 million viewers, making it the most watched TV show in U.S. history. It’s this polarizing power that had brands dropping heaps of money on advertisements for the game.



But in the age of the empowered consumer, does the multi-million dollar investment the cover all bases? Advertising can still be a critical element to any campaign, but the rules of engagement have changed dramatically. On this new playing field, the product can no longer be the center of a brand’s marketing efforts. That honor goes to your customers and delivering them flawless experiences throughout the customer journey.



What does this mean?



Regardless of who they are or where they live, people demand brands understand them as an individual — what are their likes and dislikes, what is their buying behavior, how do they interact with the brand as they journey from one channel to the next, do they prefer to purchase in the store or online, what are their needs now and what will they be in the future, even before they even know for themselves?



Brands must then turn this insight into personalized experiences that are relevant and consistent at every channel, whether in the store, on their tablet or through their Twitter feed. Today's customers are willing to share their most personal information to get just that. According to Gartner, by 2017, 80% of consumers will collect, track and barter their personal data for cost savings, convenience and customization. They only ask that companies use their data to better meet their needs.



But consumers don’t just want trust from their brands, they also want control of what, when and how they interact with them. For one person this may mean having the ability to pay using their digital wallet, regardless of what channel they are shopping on. For someone else, it could be the ability for brands to let them know when their wish list items are on sale.



To make this all possible, brands must use analytics to take a deeper dive into the data, extending their focus beyond demographic insights such as gender, age and where they live. These details are table stakes. The real power and promise of analytics comes when teams extend their scope to include behavioral and attitudinal data:



Behavioral Data: How are customers interacting with their brands? Where are they interacting with brands? Are they using their smartphone, walking down the aisles in the store or perhaps doing both at the same time? When they leave an empty cart, is there a consistent reason why?



Attitudinal Data: What are your customer’s views on your brand? Do they like the mobile commerce experience you are providing? Do they feel like the additional services you offer such as product reviews are helpful?



In football, teams use data on the opposition to learn their tendencies and then read the offense and defense so they can stay one step ahead. In the world of commerce, businesses need to integrate data across the entire customer journey, from the call center to the digital realm and into the store. With this data playbook in hand, marketers replace their blindfold with a microscope and one directional, primetime “spray and pray” campaigns with personalized and predictive interactions that ensure you score big with each customer, time and time again.



Now isn’t that the kind of brand you want to work with?

Deepak Advani is General Manager, IBM Commerce.