BXP - April 2017 - 43

THE DEBATE

43

business-to-business space, you can do more with analytics.
One reason is that analytics has changed the focus more
clearly on the transactions that exist already. What I mean is
that it's often not a lot of extra work. Often, it's not an extra
survey for the shopper. It's brands looking at the data that
already exists and then supplementing that with quicker and
different ways of chatting with shoppers.
So when you think about using data, you think about how
you collect that data, which is so different today. You have
much quicker surveys. You have people with computers in
their pockets, with phones with more computing power than
what I certainly grew up with.
That data collection and the ability to analyze that data and to
analyze it quickly creates new kinds of relationships with the
data themselves, right? To understand what the data is telling
you is, that concept continues to change and it will continue
to evolve in the sense of faster, more real-time things.
There are people out there that will argue that they have
predictive capabilities, and yes, the next Holy Grail if you

Alfred DuPuy
Executive director, North America, Interbrand

will. Some really bright people are looking at algorithms
using past behavior and trying to figure out what you, as a
consumer, will buy going forward. And yes, as all our stock
brokers tell us, past performances are not a guarantee of the

How is the use of analytics changing?

future, but there are those stories. For example, the famous

There are probably a couple of different ways. If I could

Target story about how the retailer is analyzing our bas-

just go back a little bit: Traditionally, we relied on these big

ket and sending coupons and deals to households that the

studies. They took a long time; they were very detailed; and

retailer knows better than they knew themselves in terms

they covered a ton of people. There were a lot of questions

of what they're going to buy next. Sorry, if it's a long way to

whether the interview was on the telephone, with people

dance around the subject but there's a lot wrapped up into it.

literally calling up other people in their houses and talking
for 45 minutes; nascently online, with Internet users taking

I do think that the future is dependent on individuals-you,

surveys; or on location with people going to a location to

me and also all sorts of consumers and shoppers-to agree

take a survey and answer a lot of questions. That's where

to the use of data to make our lives and our experiences

we've been.

better. We can make it easier for brands to meet our expectations, which are always changing because we have very

Things are changing. To deliver better products or just a bet-

"liquid expectations." What I mean by a "liquid expectation"

ter overall brand experience, in either the retail space or the

is that when you have something that's wonderful and seam-

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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