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Valeria Baker’s Digital Resume

Talking Points

My curation of weekly must reads on industry insights

The value of data vol. 3 - consumer profiling in the connected space

Valeria Baker

As technology progresses data becomes an essential asset for companies and brands, to strategies, predict and innovate. Parting from the known attribution models set in place, the landscape seems to be opening to a much broader spectrum where a location/destination becomes a connected playground for the consumer. This concept does not belong only in Sci-Fi books, more often we are exposed to this concept and we see cities and countries working towards that vision.

There is huge value in the data generated in a connected city/space, perhaps building on the gaps of current costumer profiling. An interesting approach comes from New West End Company in London, acting as an influential business voice to 600+ business in London’s West End. It is through data that they are helping brands understand how to build a competitive business destination. By pinpointing the consumer journey and digging insights, they are able to build a profiles that reflect behaviours and motivations of a particular demographic in delimited space.

It would be wonderful to review data on fashion epicentres like Harajuku, Beijing and Seoul.

To read more on New West End Company click here

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tags big data, consumer profiling, digital, brand strategy, London, Tokyo, Beijing, Seoul, fashion

The value of data vol.2 - personalisation

Valeria Baker

To help us put things into perspective for personalisation, I think is relevant to refer to McDonald’s announcing the acquisition of Dynamic Yield , a “decision logic” technology startup. Rather interesting to see the fast food emporium taking the plunge in the Big Data pool, crunching data to deliver an enhanced experience to their consumer.

According to the article Digital Display has played a key role in warming up the consumer to dynamic content, as well as data capturing. Further facilitating insights to roll an initial phase of personalisation, starting with menu suggestions based on weather, location, traffic and historical purchases. However on a larger scale, the data collected in an ecosystem such as this can be applied to influence directly the Chain Supply and operational logistics of a brand.

This is not the first brand to take on this approach, H&M is also exploring this avenue. By implementing personalisation engine services brand can react and adapt to consumer needs through real time data.

Read the article…

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tags big data, McDonald's, personalisation engine services, display, personalisation

The value of data vol. 1 - search terms

Valeria Baker

This very interesting read from i-D magazine shows the real value of data for a strategist on the build up for the discovery phase of a project.

Often when it comes to researching a consumer/audience these avenues within the digital ecosystem of a brand are left aside. We see strategists and brands recycling old research habits that reveal little to none about the consumer. Consider this an invitation to probe your curiosity and ask yourself how can understand my consumer better?

Now in this particular case, 2018 saw a 66% increase in the search term “sustainable fashion”, revealing the consumer’s true appetite for the subject. Insights such as this one can allow a brand to develop a clearer view of their consumer, allowing the strategist to envision where and how to reach their audience in a relevant way. It could reflect as a micro-moment on SNS to ride the viral wave or a clear brand campaign calendar for the long run. In summary Data is key to Research, Plan and Measure our strategy.

Read the article…

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tags i-D magazine, data, search terms, google, search engine, digital strategy, consumer, insights