BXP - April 2017 - 35

THE DEBATE

35

is truly helpful and which is less so. Good data

enables your data scientist to better under-

and analytics enable brands to turn information

stand the business objectives of a given project.

into insight and allows them to create a more

Armed with this information, they can then put

personalized experience for their customers.

a strategy into place to inform better and more

Good data also empowers brands to create

creative decision-making that bolsters the over-

products and develop content that is, above all,

all marketing efforts of the brand.

authentic, relevant and engaging.
How can marketers use data as part of a
How can brands collect better data for use
in superior brand experience creation and
design?
From demographics to geography to past
purchasing habits and more, brands must know
what makes their customers unique and understand how, when and where they are engaging.
If you're a brick-and-mortar retailer, consider
the in-store experience from your customers'
perspective: Where are they spending their
time, and how long do they spend there and
what can be done to improve their experience?
For Web-based businesses, data can help better
understand and ultimately predict what set of
circumstances trigger a purchase, a mention, a
share, a recommendation or a blog post.
The key takeaway for all brands is to focus on

"Good data
and analytics
enable brands
to turn
information
into insight
and allows
them to
create a more
personalized
experience
for their
customers."

brand's storytelling device?
As always, start with a good story that uniquely
addresses your audience's wants, needs and
desires. Marketers can use the data they collect
to enhance that narrative based on what they
know about their audience. By harnessing
trusted, third-party data, brands can support
their unique perspective, cause, reason for
being, USP or mission-and ultimately increase
their credibility among consumers (visualization
techniques like infographics, charts or graphs
are a great way to accomplish this). Data can
also help consumers understand why your
product is important and/or superior to other
options available to them.
How can business leaders create more opportunities to use data to elevate the way people

your methodologies for collecting and ana-

engage with brands?

lyzing data and use that information to drive

Data enables brands to capitalize on consumer

innovations in products, service and brand

trends, including customization and personal-

experience.

ization. Internally, any department that touches
the brand needs to have access to and an

How can marketers and designers become bet-

understanding of this data. It's critical that all

ter at collaborating with data scientists?

members of a team across the entire organiza-

Including a data scientist at the outset of an

tion use a common language and share insights

initiative, as you would a copywriter, is a great

to make informed decisions and work towards

start. Marketers and designers can partner with

a common goal. The external reflection of this

data scientists to better understand the implica-

is a brand experience in which all touch points

tions, insights and impact of the data-in effect

align to create a seamless, tailored customer

the "so what" and the "now what." Collaborat-

experience.

ing in the same physical space allows for shared
knowledge and promotes alignment. Plus, it

BXPMAGAZINE.COM


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Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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