BXP - April 2017 - 45

THE DEBATE

45

less in one area of your life, whether it's hailing

experiences elsewhere. Maybe, it was techno-

an Uber or a certain app that helps you pay

logically with their Kindle Fire. From the process

your bills, you transfer those experience expec-

of creating that phone, Amazon also probably

tations to when you go to a fast-food joint or

learned quite a bit including how to help people

when you go to a beautiful restaurant for a fine

interact with a mobile phone. This enables Ama-

dining event.

zon to design their apps and their products and
services that much better for people to feel like,

Because of this, analytics have to continually

"Hey, the Amazon brand experience, it's not

evolve and to change in order to meet those

only superior but ever improving!"

expectations and to deliver what you're looking
for. So while a lot has happened in this area,

Instead of looking simply at how to collect

there's still a lot of opportunity out there for an-

better data, focus first on just collecting data

alytics firms to be able to go help and continue

in either a small way or a fast way. It can be

to meet or even exceed demands of consumers

collecting data in a way that is attached already

like you and me.

to a product or service that may be successful

How can brands collect better data for use
in superior brand experience creation and
design?
Some brands are able or have their brand loyalists' permission to try things-even if it doesn't
work out. These brand fans sometimes not only
forgive the brands but give them credit for trying. Sometimes, the brand learns something else
in the process. What I mean with this answer is
to say that the question isn't always, How can
they collect better data? Yes, there are ways to
collect better data, but sometimes it's better to

"Instead of
looking simply
at how to
collect better
data, focus
first on just
collecting
data in either a
small way or a
fast way."

or may not be.
Now, there are certain companies and brands
that may not be able to get away with that. No
question about that. I know a car company will
have a hard time failing fast when they bring
out a new model. But I do believe that even for
a car company that they have to recognize that
the product cycle or the design cycle will need
to match the rhythm of customer demands. We
all know our attention spans are getting shorter
and shorter, and our patience levels are getting
reduced every single day.

collect a bit of data and then they go and try
to figure out the nuggets of what that superior

So yes, the data quality matters. I'm not sug-

brand experience creation looks like.

gesting that it doesn't but it's about getting
that data quickly and doing something with

As an example, when Amazon tried to build a

that data quickly. This is even more important.

phone, it didn't work out so well for them from
a phone perspective but nobody's really talking

How can business leaders use data to elevate

about it. That's because Amazon built up equity

the way people engage with brands?

in who they are, what they do and what kind of

Many of us loved watching "Mad Men," and if

company they are.

you think about that, it was so typical of the
time. It was the Don Draper thing. Here's the

They figured out things to do with that data

message; they will love it-just put it out there.

from that experience to create superior brand

It will win.

BXPMAGAZINE.COM


http://bxpmagazine.com

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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