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Just as marketers thought they were getting comfortable leveraging customer data, a whole new degree of complexity and

opportunity has been introduced at CES 2015.

For example, fitness-tracking wearables decipher mood swings, while connected-home ecosystems give insights into a

consumer’s lifestyle.

In the next few slides, we summarize the implications of these data trends, then provide recommendations for marketers.

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SUMMARY OF WHAT THIS DATA MEANS FOR MARKETERS

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01 Data Is Creating New Value Propositions

02 Experiences Are Being Enhanced Based on Data

03 New Interaction Data Is Changing Real-Time Analytics

04 Data Is Turning Consumption into an Exact Science

05 There Are More Opportunities to Wow Customers

DATA IS CREATING NEW VALUE PROPOSITIONS

ReSound makes Bluetooth-enabled hearing aids that can be fully managed via the owner’s smartphone. They can customize volume, bass level, treble and other elements. There are also profiles that can be easily set for different environments, like eating at a restaurant where you want to drown out noise from behind you. The hearing aid itself tracks all customization by the user, so their audiologist can access trend data via software. The ability to easily customize how the hearing aid works for a particular user, and the access to data to help diagnose changes or optimize hearing potential, provide a powerful value proposition to a product that might otherwise be hard to differentiate on anything other than price or appearance.

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TREND SNAPSHOT EXAMPLE – RESOUND HEARING AID

EXPERIENCES ARE BEING ENHANCED BASED ON DATA

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Floome is a smartphone breathalyzer made in Italy. It plugs into a smartphone and after the user blows into it, they see their blood alcohol level, their recovery/wait time (if over the limit) and other customized data points. Users who are over the limit get a referral to local transportation options. While this is a very narrow example, it showcases a simple way that data is being used to enhance the experience and actually help connect them with their ride home. This same concept is being applied to many of the fitness wearables and home automation products at CES 2015. As this trend continues, marketers should stop thinking about data as something they have to own, and should consider smart partnerships with companies that might be looking for ways to improve their own experience and would be willing to refer their customers to another product or service.

TREND SNAPSHOT EXAMPLE – FLOOME SMARTPHONE BREATHALYZER

NEW INTERACTION DATA IS CHANGING REAL-TIME ANALYTICS

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Tobii develops eye-tracking software that until now has been used largely in enterprise settings to test web and product experiences. At CES 2015 they unveiled their first consumer-facing offering. Common use cases include video games and web browsing. Once calibrated to a user’s eyes, it responds rapidly. For example, if a user fixates on a point, the software clicks. As adoption increases, the data gathered via eye tracking is helping to understand in real-time whether someone is confused, what elements of the page they seem to be interested in, etc. That same data may be more useful than click data collected and analyzed after a site visit, as it can be used for trigger notifications or other real-time changes to the experience. In the example to the right, a player of a game can go back and view their own eye tracking data after completing or failing a level, to see where they may have made a mistake.

TREND SNAPSHOT EXAMPLE – TOBII EYE TRACKING

DATA IS TURNING CONSUMPTION INTO AN EXACT SCIENCE

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Parrot uses sensors to track the health of plants based on soil data, sunlight exposure, water levels and other data points. Water can be added automatically as needed and other suggestions for optimizing the plant environment are given in precise amounts. The app tells the owner exactly what they need and how much they need. Other products at CES 2015 like the Smart Baking kit and WeMo smart home system bring a similar level of precision and science to everyday life. For marketers, this could mean marketing needs to become more integrated with the product itself, using things like product features and reminders to help drive CRM or inspire social sharing. The continuous and active management process for these types of products could lead to more precise consumption patterns and also provide reporting data to marketing that gauges customer usage or satisfaction.

TREND SNAPSHOT EXAMPLE – PARROT POT

THERE ARE MORE OPPORTUNITIES TO WOW CUSTOMERS

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FitBit, a popular fitness tracking device, launched online community challenges in 2015 as a way to motivate and inspire customers by connecting them with one another. They recently announced that in 2015 they are hosting public challenges to bring people together in person (not just online). They have steadily progressed in how they leverage the data they are tracking, frequently adding new value-added features, and making fitness truly enjoyable and fun. Their messaging and marketing has evolved to be about building a community of people who love being fit and living healthy lifestyles. This strategy has helped build a community of avid fans. Other ways to leverage data to wow customers might include just improving their experience or giving them rewards that are hyper-personalized based on the actual product data (as opposed to marketing data that drives most of these decisions today).

TREND SNAPSHOT EXAMPLE – FITBIT

RECOMMENDATIONS FOR MARKETERS

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Data about customers is useful for future marketing decisions, but putting customers’ data in their own hands can also become a market-facing differentiator. This is already happening with fitness wearables, but there are opportunities in many categories to enhance customer value (i.e., improve car performance).

THINK OF DATA AS A DIFFERENTIATOR FOR YOUR PRODUCT

As smart products continue to make predictive recommendations based on data points about customer usage, many manufacturing brands or app service providers are going to enhance their experience by making specific recommendations which could include actual product purchase suggestions. All brands should keep a sharp eye on new innovations, particularly in categories like wearables that are quickly being adopted on a mainstream basis, and think about creative ways their brand might partner and become an extension of another brand’s digital experience.

GET CREATIVE IN WHERE YOU LOOK FOR PARTNERSHIPS

These all have massive potential to tell a lot about customer satisfaction or preferences. They may not currently be widely used enough to warrant pulling these data sources into your measurement and insight strategies, but they are worth researching and following as they evolve.

MONITOR FACIAL RECOGNITION, GESTURE AND EYE TRACKING DATA TRENDS

Giving customers something unexpected or additional value based on the data you have about them is critical. That doesn’t have to mean free stuff – it could be anything from a highly personalized email to a shout out on your social channel for someone who had a great fitness accomplishment.

FIND WAYS TO WOW CUSTOMERS!

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About Rosetta Rosetta is an agency focused on Customer Engagement. We connect rich data, engaging experiences and robust technologies to create meaningful

customer relationships that drive business impact.

If you have questions about these trends or want to discuss what they might mean for your own business, drop us a note at Rosetta.com/contact.

Follow us at @RosettaMktg or our blog, Currents.Rosetta.com

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