<\/p>\n
I presented a session on \u201cThe Future of Customer Analytics<\/a>\u201d at the Business Analytics For All<\/a> Forum last week in Brussels, Belgium, along with two other presenters.<\/p>\n Andrew Pease<\/a>, the Global Practice Analytics Lead at SAS, presented some great case studies of how organizations are using analytics to drive \u201csuperior customer dialogues.\u201d\u00a0 Customers are \u201cspeaking\u201d to vendors through data, but data volumes and complexity can drown out their voice without sophisticated analytics.<\/p>\n He noted that because of technology advances, there has been a shift in customer analytics from strategic back-office number-crunching to more real-time operational analytics at the point of sale. As analytics becomes an essential part of the customer experience, organizations must avoid the \u201cthe computer says no<\/a>\u201d stereotype of frustrating customer interactions.<\/p>\n Professor Gino Van Ossel<\/a> of Vlerick Business School gave a lively presentation covering the latest trends in retail marketing. He emphasized that customer analytics now allows us to experiment in new ways and get deeper, in-depth feedback from customers than previous methods such as focus groups. But most retailers have only a limited view of customer behavior, despite the large quantity of data available. He offered the example of different scenarios in a clothing store:<\/p>\n Only one of these cases is recorded in the retailer\u2019s information systems. Various retailers such as Burberry<\/a> are experimenting with systems that can give more insight into what goods are NOT purchased, and why<\/a> \u2013 the equivalent of tracking clicks and abandoned shopping carts in online retailing.<\/p>\n He noted the explosion of interest \u2013 and profits<\/a> \u2013 generated from \u201comnichannel retailing\u201d that combines the best of online and offline assets. Today, it\u2019s still very common to find retailers that cannot allow customers who have purchased something online to return it to a physical store because of incompatible systems. He cited one company trying to change their approach: \u201cwe have to think of ourselves as pureplay online retailer that just happens to have 500 physical stores \u2013 how can we use them to optimize the overall experience?\u201d<\/p>\n To be successful in omnichannel retailing, organizations must have a 360-degree view of customer interactions, such as that provided by the SAP Customer Activity Repository<\/a>, and a platform<\/a> that allows a personalized experience across all the different customer points of contact.<\/p>\n In my presentation, I covered the different trends affecting analytics and the customer experience<\/p>\n Topics covered included:<\/p>\n The latest trends in how analytics can help optimize the customer experience — and retailer profits. <\/p>\n","protected":false},"author":2,"featured_media":6390,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[5],"tags":[27,100,160,173,204,213,311,324,783,810,835,836,838,881,911,950],"class_list":["post-12394","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conferences","tag-bigdata","tag-analytics","tag-bi","tag-big-data","tag-business-intelligence","tag-businessobjects","tag-customer-examples","tag-dashboards","tag-omnichannel","tag-personalization","tag-predictive","tag-predictive-analytics","tag-presentation","tag-retail","tag-sap","tag-sas"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/timoelliott.com\/blog\/wp-content\/uploads\/2014\/02\/Customer-analytics-1.jpg?fit=608%2C405&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p3X9RF-3dU","_links":{"self":[{"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/posts\/12394","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/comments?post=12394"}],"version-history":[{"count":1,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/posts\/12394\/revisions"}],"predecessor-version":[{"id":20554,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/posts\/12394\/revisions\/20554"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/media\/6390"}],"wp:attachment":[{"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/media?parent=12394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/categories?post=12394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/tags?post=12394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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