Omnichannel funnel: Special Selection
Discover the books collection recommended by great professionals of the industry and Professors of Business School.
Stand out in your professional meetings with the amazing knowledge you will acquire!
Get ready to 🚀
Small Data -
Martin Lindstrom
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.
¿Why should I buy it?
- Learn how to transform companies
- Cultural trends
- Pure understanding of the consumer
- Real innovation
Aprendizajes Clave
- The 10 “ME”
- Multiple ages
- Subconscious desires
- Context research
- &…Get a haircut! 😛
Martin Lindstrom
MUST READ
How to Apply Context Research in Omnichannel?
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.
Small Data & Applied Omnichannel Strategy
My many "I"
- The Public self – the one we want to project to others
- My Idealized self – the objects we have and show
- My True self – who we really are.
7Cs - Small data mining
- Collecting
- Clues
- Connecting
- Causation
- Correlation
- Compensation
- Concept
Balance - Small & Big
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.
7Cs - Small Data Mining
The 7 Cs apply to the extraction and analysis of small data.
- Collecting: Collection, such as translating observations of your clients in different contexts (at home, in your store, in a park …)
- Clues: Clues, observe the distinctive emotional points.
- Connecting: Connection, what is the consequence of these emotional behaviors?
- Causation: Causality, what emotion evokes in your sample?
- Correlation: Correlation, when did this behavior/emotion begin?
- Compensation: Compensation, what is the unsatisfied desire?
- Concept: Concept, what is the “great idea” that will compensate for your client’s wishes?
ZMOT -
Zero moment of truth
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:
- 1º Moment: in the supermarket shelves
- 2º Moment: using the product
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.
ZMOT
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.
Why should I read it?
- Discover the truth touchpoints
- Use the search to win at ZMOT
- Be present in all the micro-moments
Key Learnings
- Micro-moments
- Planification of key touchpoints
- Focus on 4 keys: I want to know, I want to go, I want to do and I want to buy.
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