Internet of Things

7月 292016
 

There is some debate about the extent to which the internet of things (IoT) is affecting customer intelligence. We have the potential for something new: IoT could mark the end of segmented marketing and the start of “momentary marketing”’. But is this really happening yet? Current deployments give us some idea of how far this could go. Early adopter examples suggest IoT for customer intelligence will be an evolution.

Retailers are using IoT technology to help customers find the right products based on in-store geolocation and the customer’s profile. The French retailer Galeries Lafayette Paris-Haussman has launched a mobile app using geolocation to help customers find their way round the store. The app is free and available in 14 languages. It provides information and directions to in-store boutiques, restaurants and customer services based on the customer’s geolocation and any information they save about their favorite brands. The app also allows customers to share their location with friends on social media, adding extra value for brands.Customer experience matters most for loyalty.

Retailers are also using IoT technology to build customer loyalty in convenience shopping. For example,  a US convenience store chain is aiming to turn convenience shopping on its head with the use of IoT technology. Once considered a "fast in, fast out", impersonal experience, the company is now aiming to change this. It is building brand loyalty through a connected network that allows customers to use their phones to locate stores, and pay, as well as receiving rewards and loyalty points.  This is providing huge insights into customer behavior, and therefore improving both sales and inventory management.

Instead of using standard messaging, in-store smart screens provide shoppers with more nuanced information that influences buying decisions. For example, Nordstrom was an early adopter of Pinterest. It uses information about customer interactions with site content to see what products are popular, and uses that on in-store signage. Pinterest data is also used to influence buying decisions and where merchandise is located, improving sales and inventory management, as well as the customer experience.

Use of IoT technology can help to track customers and improve targeting of customer offers and rewards. Disney’s RFID-enabled MagicBand wristbands is a form of pre-payment used in Disney resorts. It allows access to experiences bought online, so that theme park visitors travel lighter. But it also provides ‘special surprises’ based on location and profile on the Disney site, as part of the Disney magic.

Data provided by smart meters and smart thermostats gives insights into consumer behaviour. Knowing how customers behave can help energy companies to add value for their customers by suggesting ways that they could save energy, and therefore costs. But it can also help companies to manage energy generation at different times of day, month and year to better fit demand. With growing use of renewables in energy generation around the world, this is increasingly important.

Telecoms companies are using IoT to provide targeted roaming offers to phones abroad, based on previous usage and profile. Roamers are a source of significant amounts of revenue to mobile phone operators, but also largely ignored in marketing until fairly recently. There is, therefore, considerable potential to improve targeting of services to roamers based on their previous usage—, which, of course is, trackable by device. Analyzing needs, behaviour and usage offers opportunities to grow this market, and encourage customer loyalty, especially among frequent travelers.

Use of beacons is enabling retailers to target offers and attract customers into retail premises. Regent Street, in London’s West End is one of the busiest and most famous shopping streets in the world. It has adopted beacon technology, which allows mobile apps to detect and respond to information from retail premises. The app user completes a quick survey to provide some basic information on their likes, and brands can then provide extremely tailored content based on customer’s precise location and preferences.

Building on potential

Many of these applications are particularly interesting because they rely on real-time interactions. Data are captured in real time and streaming analytics are used to react immediately, and generate some kind of customer interaction. These examples show what is already possible, and commentators are predicting that many more will emerge. The question for us is how many of those who could benefit know that this is even possible, never mind that it is already happening among their competitors?

To discover all the opportunities IoT data can provide, read the white paper The Internet of Things: Marketing’s Opportunities and Challenges.

tags: beacons, customer experience, customer intelligence, Internet of Things, IoT, retail, RFID, smart devices

How far can IoT take customer intelligence? was published on Customer Intelligence.

7月 222016
 

The Internet of Things (or IoT, as some like to call it) holds a number of benefits for many organizations: revenue growth, smarter decision making and efficiency. Experts are predicting anywhere from 20 to 50 billion devices will be connected to the internet by 2020. That’s almost here! Are you […]

Getting started with IoT was published on SAS Voices.

7月 182016
 

Design thinking is, broadly speaking, allowing user experience, or even users, to drive design. It’s a profoundly human-centered process, with commentators using words like ‘collaborate’, ‘experience’, and even ‘empathy’ in their descriptions. Steve Jobs is said to have used it in creating the iPod and iPhone, because it brings together […]

Why IoT deployments need design thinking was published on SAS Voices.

7月 142016
 

We all find change easier when it starts with something we’re familiar with. That’s why I think sports analytics examples are popular – most of us are sports fans, so we get it more easily. It’s also why automotive examples that illustrate the potential reach of the Internet of Things […]

The post Data ops: Better way to prepare data for analytics and IoT? appeared first on The Data Roundtable.

7月 122016
 

Do you have a need for real-time, streaming analytics? What technology are you considering? How are you going to enable rapid development and deployment of your analytical models all in real-time? SAS has partnered the the Hortonworks HDF team to develop a nifi processor that allows SAS machine learning models and […]

Streaming analytics with SAS Event Stream Processing and Apache Nifi was published on SAS Voices.

6月 302016
 

It’s clear from the minute you step into Accenture’s Digital Innovation Center (Future Camp) in Kronberg, Germany, that you're stepping into the future of innovation. The writing is literally on the walls, and everything you need to inspire big ideas – from brightly colored furniture to racks and racks of gadgets […]

A view from Future Camp: SAS, Accenture and Cloudera partner for IoT was published on SAS Voices.

6月 302016
 

Data scientists are familiar with prototyping - we do this as part of a well-understood process to arrive at the optimum solution. But prototyping is more than about perfecting the math; it should also be about testing interpretability of the results.  This need comes into stark prominence when you start […]

How design thinking will re-frame IoT analytics prototyping was published on SAS Voices.

6月 282016
 

Over the last ten years, utilities around the world have have invested billions of dollars in the Internet of Things (IoT). Better known as smart grid and smart meter initiatives, this massive intelligent infrastructure is moving utilities into a future that’s beginning to look radically different from the century-old business model […]

The “I”s have it for improving utility asset performance in an IoT world was published on SAS Voices.

6月 202016
 

Some estimates suggest that the number of connected objects will be more than 50 billion by 2020. Each of us will own between six and 10 connected objects. But what exactly is the Internet of Things (IoT)? Wikipedia describes it as “the network of physical objects — devices, vehicles, buildings […]

Disruption from the Internet of Things: Are you ready? was published on SAS Voices.

6月 142016
 

“Good afternoon, Mr. Yakamoto. How did you like that three-pack of tank tops you bought last time you were in?” Washington D.C. Year 2054. Chief of PreCrime John Anderton is running from the law for a crime he has not committed yet. After a risky eye transplant in order to […]

Location analytics and the 'Minority Report' approach was published on SAS Voices.