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Data: The New Currency for Retail Marketers
GWEN MORRISON, CEO, The Americas and Australasia, The Store – WPPDAVID ABBOTT, VP, Integrated Media and Online Marketing, The Home Depot
JEFF ROSENFELD, VP, Customer Insight and Analytics, The Neiman Marcus GroupBARBARA THAU, Contributing Writer, Forbes
DATAPERSONALIZATION
ALG
ORI
THM
S
ATTRIBUTION
TECHNOLOGY
LOCALIZATION
MEDIA-MIXREAL TIME
SMART TECHNOLOGY
IDENTITY PURC
HAS
E IN
TEN
T
MOBILE
PROFILES
VIDEOBE
HAVI
OR
AUTOMATIONSCALE
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
McKinsey Consumer Decision Journey
Selling to algorithms,
not consumers
Preferenceprofiles, not
consideration sets
Greater focus on post-purchase marketing
Personal algorithmic assistants
Predicted choice
4
85% of data hasLocation information
15
SENSORS“Know-demand”
SCREENSOn-demand
16
Marketers in control
ContentAttentive
involvement
DevicesActive involvement
Consumers in control
Algorithms in control
ContextPassive involvement
• Notifications
• Nudges
• Decisions
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SEARCH & COMPARE
BROWSE REVIEWS
COMPARE PRICES
RESEARCH SATISFACTION
SHOWROOM VISIT
BUY ONLINE
CHECK DELIVERY STATUS
WARRANTY REGISTRY
26
