anticipation planning - Íñigo de luis
TRANSCRIPT
Anticipation Planning… o cómo responder a lo que quiere el usuario en cada momento
Íñigo de Luis – Director de Proyectos Estratégicos
ARENA TECH AND TRENDS
En una galaxia muy, muy lejana.
2
ANTICIPATION PLANNING
Stanley Pollitt in 1968, was concerned at the enormity of discretion given to account management in the writing of the creative brief, and felt that they were using data either incompetently or expediently. He wanted a research person at the elbow of the account man. For Stanley, the voice of the consumer was of paramount importance, and using consumer research to clarify the issues and enrich the advertising development process was an essential component.
ARENA TECH AND TRENDS
¿Qué ha cambiado?
3
ANTICIPATION PLANNING
ESCUCHAR >> OBSERVAR
User
ExperienceSostenibilidad Data
ARENA TECH AND TRENDS
El camino: Entender y Responder.
4
ANTICIPATION PLANNING
Servificación
Comprar un ProductoVs.
Ser Usuario de una Marca.
• Big data, deep insights.• Purposeful positioning.• Total experience.
ARENA TECH AND TRENDS
Los pioneros.
5
ANTICIPATION PLANNING
NIKE
ARENA TECH AND TRENDS 6
ANTICIPATION PLANNING
ARENA TECH AND TRENDS 7
ANTICIPATION PLANNING
Datos para aportar valor.
ARENA TECH AND TRENDS
De comunicar para “convertir”.
8
ANTICIPATION PLANNING
SoV – Tráfico - Ventas
ARENA TECH AND TRENDS 9
ANTICIPATION PLANNING
SoU – Relevancia - Satisfacción
A “acompañar” en la experiencia.
ARENA TECH AND TRENDS
¿Adios al marketing?
10
ANTICIPATION PLANNING
CGO
“We are moving quickly to structure our organization for faster growth and to ensure we can
respond to the fast-changing needs of our consumers, customers, system and associates
around the world.”James Quincey – CEO Coca Cola
CCO CDO(Chief Growth
Officer)(Chief Customer
Officer)(Chief Data
Officer)
ARENA TECH AND TRENDS
Face it, you're now a technology company!
11
ANTICIPATION PLANNING
“If we only focus on foundation, we know we’re going to wake up and have basically
caught up to a moving target and we need to use innovation to really leapfrog and
drive ahead.”
Marc Rosen, Levi’s EVP of Global eCommerce
ARENA TECH AND TRENDS
Technology & Business
12
ANTICIPATION PLANNING
IoT AI
ARENA TECH AND TRENDS 13
ANTICIPATION PLANNING
La gran pregunta.
THANK YOU