TOOLS FOR CAPTURING INFORMATION TO FUEL GROWTH

  Emerging technologies, data sources and analytical techniques offer marketers new ways to observe and understand consumer behavior, enhance customer experience and sustain profitable growth. Tier 1 • What are the best practices in capturing exposures across platforms and devices, and how should this information be used to drive sales? • How can manufacturers cope with limited customer data when selling through retail channels? For example, what information can be used to set and control consumer pricing when not a retailer? • What strategies exist to facilitate partner integration across the information landscape to create actionable data? How should firms manage their business when partners do not share data? • How can continuous experimentation be implemented and used across channels? • What are the implications of differences between active and passive data collection? Sometimes the consumer acts directly (e.g., search, product questions), other times there are indirect measures (from security cameras, facial recognition, IoT). How should we treat these data differentially? Tier 2 • Is it possible to recognize people anonymously online to enhance the customer experience (e.g., to replace use of “cookies”)? If not, how does this affect privacy issues? • Should customers own their data? • How do AI and ML insights affect customer decision-making? How does the marketer make sure that customers’ best interests are represented in the results? How can we build in ethical considerations into the algorithms? • A longer-term perspective is needed to ensure ethical accountability, how can we make sure this happens? • How can we mitigate the “creepiness factor” in targeting?