Digital tools are able to capture data at such a granular level, that the business intelligence captured can be used up to curate hyper-personalized customer experiences. The internet-of-things has added to the heady mix of data now available. Digital companies now have the power to predict the actions of humans at the granular level. Customers are now looking for a holistic connected journey in the buying process. That is why retailers in particular are opting for persona-based segmentation. Buyer personas are created as this also helps in identifying segments that stay loyal to any brand. This customer journey was a key driver in Amazon’s decision recently to acquire Whole Foods. Companies also need to develop their own data strategy.


Uploaded Date:15 November 2018

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