CRM & Big Data Synergy PDF

Tailored Experiences: CRM and Big Data Synergy Group 1 Lussana Alessio Siutkina Sofia Campanale Nicolò Barbosa Enzo 29 October, 2024 Branding and comunication A.A. 2024/25 Some questions to start! What’s your passion or hobby? A) sports B) cooking C) travels and experiences D) c...

Tailored Experiences: CRM and Big Data Synergy Group 1 Lussana Alessio Siutkina Sofia Campanale Nicolò Barbosa Enzo 29 October, 2024 Branding and comunication A.A. 2024/25 Some questions to start! What’s your passion or hobby? A) sports B) cooking C) travels and experiences D) cars What’s your preferred type of communication with brands? A) Email newsletters B) Social media posts C) Mobile app notifications D) Direct mail or catalog How often do you look for information before making a purchase? A) Always B) Occasionally C) Only for bigger purchases D) Rarely, I trust my gut Which aspect of a brand is most important to you? A) Sustainability and ethics B) Innovation and uniqueness C) High quality and reliability D) Community and engagement How would you describe your shopping style? A) I like to research thoroughly B) I rely on spontaneous inspiration C) I prefer planning and budgeting D) I am motivated by trends and new releases Thank you for your answers! Today’s Agenda CRM 1.0 CRM 2.0 CRM 3.0 Personalization What is web 2.0? What is web 3.0? Value Creation IBM & Twitter case Examples Pros and Cons Examples Today’s Agenda CRM 1.0 CRM 2.0 CRM 3.0 Personalization What is web 2.0? What is web 3.0? Value Creation IBM & Twitter case Examples Pros and Cons Examples Introduction CRM and Web/Apps Big Data as a CRM Customer Technology Enabler Interaction Exper. Attract, engage, Structured data Actions on and retain Unstructured websites and apps Integration with data Reveal apps Comprehensive preferences Personalized Insights Enables targeted interactions engagement 1 BIG Data Veracity Velocity Value Variety Volume 2 Personalization and Value Creation CUSTOMER PROFILING Big data for personalization Data insights Personalized engagement VALUE CREATION Max Sales and Profit Exemple: Glossier Building loyalty 3 Benefits Operational Efficiency Predictive Maintenance: Reduces unexpected costs and downtime Cloud Storage: Centralizes data for quick access and analysis Enhanced Customer Insights Pattern Recognition: Improves customer profiling and targeting Customer Feedback: Allows real-time improvements for satisfaction Predict Trend: create emotional attachment max value chain strategies and digital marketing 4 Challenges Technical and Tool Challenges Skill Requirements: Needs skilled data analysts for meaningful insights User-Friendly Tools: More intuitive analytics tools needed for accessibility Data Tracking and Authenticity Multi-Channel Tracking: Difficult to track behavior across online and offline channels Data Authenticity: Ensuring accuracy and security of data from diverse sources Research may lack of generalizability 5 Rolls-Royce “World’s leading engine supplier in business aviation” REAL LIFE APPLICATION Real time engine monitoring Maintenance prediction Lower costs and prevents breakdowns Build trust through reliability 6 Other Examples New Borns Heart Rate Analysis Healthcare Cameras, Sensors, GPS Reduced Maintenance for safety Costs Automotive Maintenance 7 It’s quiz time! Today’s Agenda CRM 1.0 CRM 2.0 CRM 3.0 Personalization What is web 2.0? What is web 3.0? Value Creation IBM & Twitter case Examples Pros and Cons Examples What is web 2.0? An evolution of the internet that promotes active user participation and collaboration. Read+write+web Users are not just content consumers but also creators, contributing in real-time Social networks connect individuals for communication and content sharing, fostering online communities. Cloud computing provides internet-based services for storage and applications, offering flexibility and scalability. Interactive advertising engages consumers through participatory elements, enhancing brand experience and loyalty. 8 CRM 2.0 KEY FEATURES: Social data insights Real-time feedback Active customer engagement BUSINESS BENEFITS: Personalized Outreach Data-Driven Retention Competitive Advantage 9 IBM & TWITTER Objective: Leverage Twitter's real-time data to provide businesses with actionable insights. Key Benefits: Real-Time Insights Informed Decisions Personalized Marketing 10 Today’s Agenda CRM 1.0 CRM 2.0 CRM 3.0 Personalization What is web 2.0? What is web 3.0? Value Creation IBM & Twitter case Examples Pros and Cons Examples What is web 3.0? Read+write+control web Customers can choose to share specific data (e.g., purchase history or preferences) with brands they trust Internet of things IoT connects everyday devices to the internet, allowing them to communicate and share data Live video Real-time video streaming in customer interactions allows brands to communicate more interactively and personally 11 What is web 3.0? Behavioral engagement Web 3.0 enables CRM systems to analyze user behavior in real-time to tailor responses and interactions to individual preferences Semantic search Semantic search understands the intent behind search queries rather than relying solely on keywords, enhancing search relevance Behavioral advertising Advertising tailored to a user’s behavior, preferences, and habits, based on their online interactions 12 CRM 3.0 OPPORTUNITIES AND CHALLENGES: User empowerment Better security Usage of AI and ML BUSINESS BENEFITS: Better customer insights and personalization Improved customer relationships Better data-driven decision making 13 It’s quiz time!  Advertisement "Unleash Your Culinary Creativity! 🌶️✨ Discover exclusive recipes and unique ingredients that inspire your next flavorful adventure. Join a community that values quality and originality in every dish. Click to explore fresh ideas and elevate your cooking experience!" source: our pre trained chatgpt CRM 14 Sources https://www.forbes.com/councils/forbestechcouncil/2023/11/15/embracing-the-shift-from-a-web-20-to-web3-mindset/ https://crmside.com/netflix-crm-case-study/ https://www.reuters.com/article/technology/ibm-twitter-to-partner-on-business-data-analytics-idUSKBN0II1T7/ https://www.pmi.it/impresa/pubblicita-e-marketing/articolo/5097/dai-social-network-al-crm-2-0-a-tu-per-tu-con-avanade.html https://www.rolls-royce.com/products-and-services/civil-aerospace/business-aviation.aspx https://www.shiksha.com/online-courses/articles/application-of-iot-in-teslas-self-driving-cars/ https://content-is-me.medium.com/why-glossier-owns-customer-relationship-building-5f3a5cd180ae Customer relationship management and big data enabled: Personalization & customization of services journal homepage: www.sciencedirect.com WHICH STRATEGY BASED ON CRM MAY YOU SUGGEST TO YOUR BRAND? Thank you!