The homo numericus produces in two days what the homo sapiens produced from his birth to the 50’s. This is a complete change of world. 90% of the data produced by humans and machines is not exploited!
50 years ago, we invented the concept of branding. The ability for brands to create a universe where the consumer does no longer buy the functional value of the product but an emotional value, a unique experience to get him through his daily life. This is the way to create an imaginary value that overruns the functional value of a product and this is the true definition of marketing.
Today, data allows us to go further, which is the everyday life of brands such as Tesla, Apple or Runkeeper - to create a unique experience of consumption with data. Each contact made with the brand creates data that is the key for marketers to offer a new experience and engage their customers. Collecting and visualizing the good data generated will help companies to develop and maintain new relationships with individuals, based on a mutual exchange.
Data est definitely the new paradigm of marketing.
Written by: Bruno Walther, Co-founder & CEO of Captain Dash