Brands leverage big data to offer personalized touches for consumers
Implications - No longer an oxymoron, mass personalization has become expected by consumers. When it comes to marketing efforts, brands are adding customized touches that require little to no effort on the part of the consumer, ultimately creating a surprise and delight moment that's tailored to individual taste. By leveraging big data, brands are able to become more intuitive in a way that doesn't compromise convenience.
Workshop Question - How could your brand or product offer customization in an expedient way?
Trend Themes
1. Mass Personalization - With personalized touch points becoming the norm, brands are leveraging big data to offer surprise and delight moments tailored to individual tastes.
2. Data-powered Personal Shopping - Big data is being used to improve ecommerce experiences, like the use of TrueSpectrum by True&Co to collects 7 million data points and design bras for 6,000 body types.
3. AI-powered Advertisement - M&C Saatchi's Artificially Intelligent Posters uses AI to gauge a person's mood and interest, regenerating layouts and images for better engagement.
Industry Implications
1. Ecommerce - Big data is being used to create unmatchable personalized user experiences like True&Co's bra collection designed for 6,000 body types.
2. Mobile Notifications - Companies can help consumers save time and increase personalization by using Kahuna's 'Dynamic Deep Linking' program to direct users to specific screens based on their browser history.
3. Advertisement - The AI-powered smart billboard series by M&C Saatchi has the potential to disrupt the advertisement industry through its use of facial recognition, beacon technology, and mood gauging.
