Elephant in the Room; How to Engage and Retain High Value Customers with Analytics,
by Nathaniel Lin, VP of Analytics at EYC USA,
at the Bentley U Virtual Analytics Symposium
Tuesday December 13, talk 6:30pm, reception 7:30pm;
location Center for Marketing Technologies at Bentley or remotely by Centra
Please RSVP Dominique at dhaughton@bentley.edu and let her know if you are planning to attend in person or remotely.
Abstract of talk by Nathaniel Lin
Most if not all companies desire to better serve their customers and prosper - yet many fail. It is in my view similar to the well known fable of blind men "touching the elephant". There may be an elephant in the room, e.g., how your customers shop within your business. Most businesses tend to look at the "elephant" from limited perspectives - some from the rear to gain supply chain insights while forgetting it is the customers who purchase the supplies, whereas some would see it from the front e.g., social media and online behavior and ignoring offline customer characteristics. The insights derived are therefore often not "integrable" just like the observations of the "fan", "pillars", "rope", etc do not help you to realize that you are touching an elephant.
To get to the truth, I believe one must know: 1) what an elephant looks like, 2) you are touching the same elephant, 3) knowing how these insights should be "integrated" across "silos" with partial views into a holistic view. In this talk, I will also share some firsthand best practice cases on how such integrated insights would help companies reap significant benefits while avoiding costly pitfall from fallacious "insights".
Details, including instructions on how to attend remotely, are available at the symposium web site