Advanced Data Analytics to Influence Real-Time Buying Behavior
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1 Advanced Data Analytics to Influence Real-Time Buying Behavior Amyx McKinsey 2015 Affectio 1
2 ABOUT SCOTT AMYX 2
3 AGENDA 2015 Affectio Problem Statement Retail Use Case Advanced Data Analytics Demo Benefits 3
4 PROBLEM STATEMENT Marketers are working with soft metrics for brand affinity, favorability, brand recall and engagement. Time series and geospatial statistics are indirect measurement of true customer engagement. 4
5 ALWAYS LISTENING & LEARNING 5
6 Retail 2015 Affectio 6
7 AMBIENCE What is the customer s reaction to the store ambience? I love the ambience! 7
8 PRODUCT Which product does the customer desire the most? I want this! Haptic feedback 8
9 PROMOTION & MESSAGING How do we optimize campaigns? I need this! Are you loving this? Are you loving it? Go ahead, you deserve it. Buy to unlock VIP Concierge Service 9
10 DIGITAL SIGNAGE How do you personalize and optimize digital messages? 10
11 FRICTIONLESS PAYMENT How effortless was the payment process? That was easy! 11
12 BRAND ENGAGEMENT Overall, how satisfied is the customer with the brand? I love this brand! Loving my new Louis Vuitton! 12
13 ADVANCED DATA ANALYTICS Smart Watches Smart Fashion AR/VR Glasses 3D Avatars Connected TV Earbuds NLP Through the use of wearables and the Internet of Things, there is an opportunity to derive advanced data analytics to influence real-time buying behavior. Medical Wearables Robots Connected Car Digital Signage IoT 13
14 PHYSIOLOGICAL DATA Heart Electrocardiography (ECG) Heart rate Pulse wave Heart rate zone training Resting heart rate Heart rate recovery time Heart rate variability Heart rhythm and irregularities Blood Pressure Blood pressure Systolic/ diastolic Oxygen Level Pulse oximetry (blood oxygen level) Perfusion index Maximum oxygen consumption (V02 rate) Respiration Breathing/ respiratory rate Respiratory volume Breathing depth Skin Conductance Electrodermal activity (EDA)/ galvanic skin response (GSR) Sweat biomarkers Muscle Activity Electromyography (EMG) Mechanomyography (MMG) Borg Rating of Perceived Exertion (RPE) Scale Muscle output force Hydration Body weight changes Perspiration analysis Blood markers & blood flow patterns Urinalysis Temperature Thermometer Brain Activity Electroencephalography (EEG) Other techniques that require bulky and immobile equipment: fmri, SPECT (changes in blood flow), PET, NIRS (metabolic activity), MRS, MEG Blood Glucose Glucose Ingestion & Calories Burned Direct & indirect calorimetry Resting metabolic rate (RMR) Thermic effect of food (TEF) Oxygen consumption Physical activity 14
15 BODY LANGUAGE 15
16 COGNITIVE METRICS 16
17 EYE MOVEMENTS Source: The Institute of Human Understanding. 17
18 SPEECH EMOTIONS The effect of emotions on the human voice Source: MIT Expressive Speech. 18
19 FACIAL EXPRESSIONS Source: Emotions and Facial Expressions by Joumana Medlej. 19
20 NOT BUSINESS AS USUAL 20
21 MILLENNIAL PHRASES The struggle is real Stop it right now Sorry I m not sorry I can t even I know, right? I just can t/ can t even deal Can you not? Dipset (Bail on something) I meeeean Obvisouly Literally YOLO (You only live once) FOMO (Fear of missing out) Phubbing (Talking while texting or on a computer) Hundo P (100%) LOVE #THIS Srsly (Seriously) Obsessed It me (It s me) P (Pretty) 21
22 EMOJIS 22
23 Retail 23
24 DEMO: SENSEMOJI 24
25 BENEFITS Engage customers in entirely new ways to heighten connection with brand emotional identity and to increase brand loyalty Quantify consumer s emotional, cognitive and physical reactions to brand engagement Accurately target products and services in the right context, right time, right place, right frame of mind and right state of emotion Equip brands with new big data analytics to increase customer acquisition, optimize customer lifetime value, and drive topline growth 25
26 Scott Amyx Founder & CEO
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