Big data are dominating decision-making processes by selecting information from a large set of data, thus encouraging customer engagement, reducing time to market and increasing revenues thanks to predictive activity. Big data, however, also have limitations, since they do not provide new ideas, but are based on past behavior and do not have a connection with the description of the emotional qualities to which we as humans attribute more value.
To overcome the limitations of big data, Martin Lindstrom, brand consultant and marketing guru, included by Time among the 100 most influential men in the world, focuses on the analysis of small data in search for trends and specific indications that can explain the decisions of purchase, characterized by their nature as an irrational component.
The workshop Data Driven Strategic Marketing, led by Martin Lindstrom, will address the topic of small data and their true meaning, research the positive impacts of their analysis and the benefits in terms of full understanding of customer value and concrete translation into unique and inimitable offer propositions. Martin Lindstrom will also unveil the behind the scenes of the transformations that took place in recent years in giants such as LEGO and SWISS International Air Lines, companies that have revolutionized their business through the use of small data. The marketing guru will also discuss with the participants about the information that are often underestimated in choosing what is really needed to drive a successful transformation.
2.30 p.m. – 6.30 p.m. Workshop: Data Driven Strategic Marketing
- General overview on small data and on the potential of a data driven marketing
- Types of small data structures and the importance of different sources that can be read together
- The main challenges for companies that analyze small data and their benefits
- Successful case history
- Conclusion: guide development through data driven strategic marketing
- Q & A
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