anticipation planning - Íñigo de luis

Anticipation Planning… o cómo responder a lo que quiere el usuario en cada momento

Íñigo de Luis – Director de Proyectos Estratégicos

ARENA TECH AND TRENDS

En una galaxia muy, muy lejana.

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ANTICIPATION PLANNING

Stanley Pollitt in 1968, was concerned at the enormity of discretion given to account management in the writing of the creative brief, and felt that they were using data either incompetently or expediently. He wanted a research person at the elbow of the account man. For Stanley, the voice of the consumer was of paramount importance, and using consumer research to clarify the issues and enrich the advertising development process was an essential component.


¿Qué ha cambiado?

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ESCUCHAR >> OBSERVAR

User

ExperienceSostenibilidad Data


El camino: Entender y Responder.

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Servificación

Comprar un ProductoVs.

Ser Usuario de una Marca.

• Big data, deep insights.• Purposeful positioning.• Total experience.


Los pioneros.

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NIKE

ARENA TECH AND TRENDS 6




Datos para aportar valor.


De comunicar para “convertir”.

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SoV – Tráfico - Ventas



SoU – Relevancia - Satisfacción

A “acompañar” en la experiencia.


¿Adios al marketing?

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CGO

“We are moving quickly to structure our organization for faster growth and to ensure we can

respond to the fast-changing needs of our consumers, customers, system and associates

around the world.”James Quincey – CEO Coca Cola

CCO CDO(Chief Growth

Officer)(Chief Customer

Officer)(Chief Data

Officer)


Face it, you're now a technology company!

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“If we only focus on foundation, we know we’re going to wake up and have basically

caught up to a moving target and we need to use innovation to really leapfrog and

drive ahead.”

Marc Rosen, Levi’s EVP of Global eCommerce


Technology & Business

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IoT AI



La gran pregunta.

THANK YOU

anticipation planning - Íñigo de luis

Marketing