Es así que Accenture quiere ejecutar la personalización del marketing

From “Brand Love” to “Love Me, Brand” (or when Genetics meets Marketing)

Posted Leave a commentPosted in Data analytics, Events, Marketing B2C

Is Genetics a field that can inspire marketers? What about customers´ love for brands, is it a thing of the past? Accenture answers a resounding yes for the first question, whilst for the second one we find different perspectives for what “Love in the Times of the Digitalisation” means. At DES 2018, Sylvian Weill, Accenture´s Personalisation Lead for Iberia, told us that to thrive in our customer experience-led, digital world, companies must use all of the data they are collecting to build a single view of the customer.  This would be for marketers a quest similar to the Human Genome Project. Difficult, but not impossible. The Customer Genome would be a systematic process for identifying the organisation’s DNA symbols, creating the lexicon of terms used to describe customers (the gene sequencing) and providing a powerful database that lets companies store, query and retrieve this information to act on knowledge of customer Read More

Ley de Watson IBM

The Laws of the Digital Age: from Moore to Martec

Posted Leave a commentPosted in Digital Age, Digital business, Events, Strategy

I recently wrote about what I called Cyberlife, the third wave of the Digital Age. I was very happy to see that some presentations at the DES2018 in Madrid confirmed my insight and provided other perspectives about it. We are on the same page as there are clearly three waves under the overarching concept of Digital Age. These waves are based on revolutionary technological developments according to IBM and David Farrell, general manager of IBM Cloud Watson & Cloud Platform. He organised the three waves based on some classic laws of the Digital Age: the first is a very known law that describes the doubling of microprocessing power roughly every two years (Moore’s Law, after Gordon Moore, from Intel). This a typical law of the cybernetics world. The second is Metcalfe’s Law, which states that the value of a telecommunications network is proportional to the square of the number of connected Read More

Carlos Victor Costa en Madrid

How the Digital Revolution is unfolding: notes from DES2018

Posted Leave a commentPosted in Digital business, Events, Future, Strategy

The Digital Revolution is a reality and in the DES2018 I saw it at full speed. I was at the DES2018 – Digital World Business conference held in Madrid last week and I can confirm that the social networking is old news. What is being discussed now is something else. There were three intense days leading speakers and excellent participation, with the topics focused on the new technologies that are already transforming the world: in short, companies and society in general must buckle up and be ready for important changes. It was an excellent event and could not ask for more: information and first quality network. It was worth the trip. There was a great diversity of themes in the DES2018, but in the next posts I will share some ideas shared by key players in the digital landscape, and some lessons that caught my attention, namely: KPMG and IBM: Read More

Digital Reputation Carlos Victor Costa Model

The Online Reputation Management Integrated Model: a roadmap for the management of digital corporate reputation

Posted Leave a commentPosted in Online Reputation, Strategy

I developed and published in my doctoral thesis (2015) the Integral Model of Corporate Online Reputation Management – MiROC  so that organisations can structure their plans to achieve four general objectives: a) create; b) maintain; c) defend and d) recover the reputation in the digital environment. Monitoring (or web analytics) is a transversal element of the model as it feeds the organisation with real-time information about users, relevant topics, competence and the level of engagement that is being generated with its stakeholders. After defining the objectives, at the next level is dedicated to strategy formulation, which I call Engagement Strategy and it follows the typology of strategies described by Beal and Strauss (2008) based on the paradigmatic case happened with the company Dell and its reputation crisis known as “Dell Hell” (Del Vecchio, Laubacher, Ndou and Passiante, 2011). The strategies are the following: Listening Strategy: it is the most basic Read More