Data takes center stage in our discussions this week.
I. Earlier this month IBM’s Digital Analytics Benchmark Hub released its 2014 Holiday predictions.  By analyzing billions of data points from in-store and online transactions IBM made 6 predictions for retailers, here is one of them
Smartphones Browse, Tablets Buy: Smartphones will continue to lead in mobile browsing over the five-day shopping period, accounting for 29 percent of all online traffic versus 15 percent for tablets. However, IBM predicts tablets will account for twice as many mobile purchases than smartphones thanks to the larger screen size.
As a retailer the obvious opportunity this data analysis presents is the justification to optimize your site for tablet shopping.  Utilizing data for spotting trends like this is immensely valuable, but understanding the reason why these trends occur can uncover even more opportunities
In the case of this prediction, the fact that more people buy on tablets is only half the story, and it begs the question;  why aren’t people buying from their phones?
In a post on IBM’s SmarterCommerce Blog Bryan Eisenberg demonstrates how using Buyer Legends coupled with IBM’s data analysis can reveal even more powerful insights and more opportunities for retailers to take action. Bryan explains the key to understanding the “why” behind your data is knowing that data is always telling a story about people .  Bryan writes:

 

Those people have a vast array of thoughts, opinions, preferences, feelings, needs and motivations. The actions those people take are measurable, as evidence of that vast array of thoughts, opinions, preferences, feelings, needs and motivations. An analysis based entirely on the numbers can only take you so far.

II. On this blog we talked about Tesco, the UK’s largest supermarket chain, a trendsetting data-driven superstar whose recent fall from grace reveals more about the misuse of data than about the state of data driven business practices.

III. A research study about charitable giving prompted this post where we discuss the power of targeting your marketing at one person(a) at a time.

IV. Storytelling is such a powerful communications device that some are using it to increase their personal productivity, it is no wonder that it is so effective at improving communications, conversion, and execution in your marketing.

V. Roger Dooley at Forbes read our book Buyer Legends – The Executive Storyteller’s Guide and had some great insight into the book’s strengths and what makes the Buyer Legends process both unique and relevant.  He also left us this nice review on Amazon

Have a great weekend!

 

Anthony Garcia (23 Posts)

Anthony Garcia heads up Client Services for Buyer Legends.  Anthony began his career by way of radio broadcasting at the young age of 14.  After a 15 years in broadcast radio management Anthony became an ad writer and client consultant for Roy H. Williams “The Wizard of Ads” and managed a portfolio of high profile clients including Leo Schachter Diamonds and Robbins Brothers.  He went on to become the lead consultant for Future Now Inc. working with Bryan and Jeffrey Eisenberg to help clients like HP, Webex, and NBC Universal. Anthony has teamed up with the Eisenbergs to work with such clients as Runa.com, OneSpot, Adorama, and Google.


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