Discover the books collection recommended by great professionals of the industry and Professors of Business School.
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Analyze consumer behavior like a true detective.
You will travel with the author through large companies such as Pepsi, iRobot, Lego, Nestlé, Lowes and more.
You will enter customers’ homes and linking the small data that will change your strategic thinking.
At first glance, it seems that the recommended book does not have much to do with the omnichannel topic, right?
Remember, omnichannel is everything, it goes beyond being in all of the communication channels at the right times.
Being omnichannel for a company means to understand the strategic pillars of the brand in all of its context. There is a need for integration of ecosystems.
Big Data is capable of making millions of data correlations, but it is not always perfect. Therefore, it will evolve with Small Data to find the balance.
The 7 Cs apply to the extraction and analysis of small data.
Winning at the Zero Moment of Truth is a book written by Jim Lecinski, general Sales Director for Google US, in 2011.
The term ZMOT, named by Google, has now become a worldwide behavior.
The moment of truth refers to the moments when a customer makes a decision during the whole buying journey.
Before this book, there were two moments of truth for customers:
The ZERO moment is when a customer (even before considering a brand, company or service) conducted an investigation on their own (usually over the Internet) before the next step.
It is those first impressions where your purchase process begins.
The keys to the study presented by Google in 2011.
To expand the following resources and studies, you can visit:
Think With Google – an information hub where big brands are presented.
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