When people discuss digital mobility they tend to focus on the channel that mobile devices provide for apps and web sites. And it’s hardly surprising as the mobile channel is the most exciting and penetrative way to reach people ever devised. The ability to sell, market, advertise and serve customers through the mobile channel is immensely powerful for the customer and cost effective for the organisation.
For many organisations, reaching customers is the main objective, however there should be a supplementary goal – to understand those customers and how to behave and, in so doing, make better decisions about how to reach and engage them. This is where the opportunity to use Big Data as part of your Digital Mobility Strategy arises.
Big Data is extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations, especially relating to human behaviour and interactions. What a well-executed Digital Mobility Strategy will provide is those data sets. Analysis can take place to:
- Explore the unknown: although you probably know how your business runs and have KPIs to provide the basis for decision making, it is still common that businesses do not fully understand the data they capture and what it is telling them. The most powerful use of Big Data is to explore, understanding the dynamics of the market and the customers that you have.
- Improve existing decisions: through deeper understanding of the behaviours which drive customer choices
- Change products and services: in response to the behaviours of customers and the
- Build correlations: support cross-sell and up-sell opportunities by understanding the value that you bring to certain customers, groups and demographics.
Although it is clear that companies which operate in the retail, aviation, banking, distribution and logistics sectors can benefit enormously from Digital Mobility and Big Data combined, it is true to say that any organisation with a significant online or mobile presence should be looking to extract major benefits from these initiatives.
Governments can also benefit through understanding the humanistic behaviours of entire, or sections of, a populations. In fact, Digital Mobility should now be forming a fundamental component of governments’ employability and business development strategies.
In a few, short, years’ time we will look back on the winners and losers in the economy and draw our conclusions as to the impact of mobility and big data. What is certain now though, is that both are playing an integral part of business life and that the future of successful businesses hinges upon their ability to attract, understand, and retain customers. It therefore follows that those who most effectively use Digital Mobility and Big Data to drive their customer experience will be amongst the winners.