Today, there is so much valuable data on consumers that leading them through the purchase path should be easier than ever before. Brands can now access more than 25 billion data points per day on consumer behavior – so they can see where customers have been geographically, view their mobile app activity and know where they have checked-in and so forth. But brands still need to better integrate that with data on offline behavior, such as point-of-sale and desktop behaviors, like social media interactions so they have a more complete picture of their consumers.
Today’s that day. That day in time when hover cars were to ferry us from here to there effortlessly. Despite Elon Musk’s protestations to the contrary, we’re not quite there yet, though that day is clearly coming. While it’s not as interesting as hover cars (but infinitely more practical), mobility has ushered in a “forward to the past” aesthetic for today’s brands-- particularly retailers.
Installing a central real-time hub that takes in data from all the spokes and pushes actions back out through the appropriate channels is an absolute must.