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