Adaptive experimentation, 125
Ad blockers, 42
Advertising, focused, 86–87
Basic communicators, 27
Beacons, 90
Beeping, 33
Big data analysis
data analytics tasks, 126–127
marketing metrics, 122–124
marketing research strategies, 124–126
questions, 122
Brand communication, 55
Brand communities, 111–112
CCO. See Chief Customer Officer
CDJ. See Consumer decision journey
CEP. See Consumer experience planning
CEV. See Customer engagement value
Challenge mental models, 125–126
Chief Customer Officer (CCO), 71
Chief Marketing Officer (CMO), 69–70
Citizen-consumer, 13
CIV. See Customer influencer value
CKV. See Customer knowledge value
CLV. See Customer lifetime value
CMO. See Chief Marketing Officer
CMR. See Customer managed relationship
Co-creating products, 136
Companies
accelerating change, 73
basis of their business, 57
business strategy, 57–58
Chief Marketing Officer, 69–70
communications, 66–67
consumption of media, 66–67
customer obsession, 60–63
data analytics, 64
focus areas and transformations, 59
integration challenges, 71–72
omnichannel experiences, 63–64
organizational culture, 65–66
organization structure, 67–69
product transformation, 59–60
social media, 60
supply chains, 64–65
Consumer behavior
activities on phones, 41
consumer-focused channels, 51–52
current, 7
E-loyalty, 54–55
expectations, 53–54
future technologies, 136–140
getting into lives, 49–51
integrating customer experiences, 43–47
moments of truth, 47–48
offline vs. online experience, 38
online, 15, 27–28
purchase process, 45
retail changes, 134–136
showrooming, 39–40
smartphonatics, 40
turning consumers to producers, 55–56
word-of-mouth interactions, 48–49
Consumer decision journey (CDJ)
consumer decision-making process, 7–9
consumer experience planning, 9–10
earned media, 11
owned media, 10–11
traditional marketing efforts, 10
Consumer engagement, 116, 118
Consumer experience planning (CEP), 9–10
Consumer Utopia, 140–142
Contemporary culture
human business movement, 6
purpose economy, 6
rethinking on organization, 6
social media, 5–6
Content engagement, 91
Coping with change, 15–18
Creative destruction, 73
Creativity, 93
Crowdsourcing, 136
CRV. See Customer referral value
Customer branding, 125
Customer-defined value, 13
Customer engagement value (CEV), 128–129
Customer equity
customer lifetime value, 129–130
share of the wallet, 130
VOC approach, 130
WOM equity, 130–131
Customer influencer value (CIV), 128–129
Customer intelligence, 92
Customer knowledge value (CKV), 129
Customer lifetime value (CLV), 128–130
Customer managed relationship (CMR), 125
Customer obsession, 60–63
Customer referral value (CRV), 128
Customer value creation, 11–12
Customer value measurement, 116, 127–128
Data analysis ability, 77–78
Data analytics, 64
Data-based marketing, 123
Data deluge, 76–77
Data mining, 78–80
Data misuse, 145–147
Data trails
devising offers, 87–88
focused advertising, 86–87
identifying consumer needs, 85–86
postpurchase experience, 90–92
purchase experience, 88–90
WOM, 92–93
Data types, 116
Deal hunters, 43
Dialog marketing, 96–97
Digital data, 116
Digital displays, 137
Digital mannequins, 137–138
Digital marketing, 100
Digital signage displays, 90
Digital strategy, 7
Digital value creation, 12–13
Digital WOM, 90
Earned media, 11
E-commerce
consumer landscape, 24–25
Forrester Research Online Forecast, 21, 24
growth factors, 22
IBM Retail 2020 report, 21–22, 26
integrating shopping experiences, 27–30
integration strategy, 32
leapfrogging, 35
mobile money systems, 33–34
omnichannel retail, 30–32
online consumers, 27–28
retail predictions, 26–27
social media, 24
E-finance, 35–36
E-loyalty, 54–55
Emotions, 107–108
Engagement rate, 118
Event-driven computing, 97
Fan loyalty and interests, 91
Faustian bargain, 144–145
First moment of truth (FMOT), 47
FMOT. See First moment of truth
Focused advertising, 86–87
Focused problem solvers, 42–43
Forrester Research Online Forecast, 21, 24
Four Ps of marketing, 14
Future consumer technologies
digital displays, 137
digital mannequins, 137–138
3D printing, 139–140
magic mirrors, 138
radiofrequency identification, 136–137
self-service touchscreen kiosks, 138
virtual fitting rooms, 139
Google Analytics, 80
IBM Retail 2020 report, 21–22, 26
IBM Watson, 82–85
Information search, 45
Integration strategy, 32
Intelligent process engines, 97
Lean-forward approach, 67
Leapfrogging, 35
Learn by doing, 93
Location data, 116
Love-respect axis, 112–113
Lurking shoppers, 28
Magic mirrors, 138
Many-to-many communications, 67
Marketing communications
advertising spheres, 95–96
brand communities, 111–112
campaign management to social CRM, 106–107
consumers find brands, 107–108
dialog marketing, 96–97
online communication, 99–101
programmatic ads, 97–98
relationships between touch points, 110–111
selling to engagement, 108–110
social customer relationship management, 102–103
social media communication, 98–99
social strategies, 103–105
Marketing data, 116
Marketing metrics
big data strategies, 124–126
quantitative indicators, 123–124
requirements, 123
Marketing research strategies, 124–126
Me time, 41
Mindful explorers, 42
Mirror effect, 108
Mobile money systems, 33–34
Mobile payments, 89–90
Moments of truth (MOTs), 47–48
MOTs. See Moments of truth
NBOs. See Next best offers
Network orchestration, 125
New value propositions, 13
Next best offers (NBOs), 87
Offline merchants, 32
Omnichannel retail, 30–32
One-to-one communications, 66–67
Online and offline integration, 16
Online communication, 99–101
Online consumer behavior, 15, 27–28
Online consumers
Ad blockers, 42
deal hunters, 43
focused problem solvers, 42–43
mindful explorers, 42
social bumblebees, 42
Online merchants, 32
Online purchase, 28
Online reputation, 54
Organic impressions, 118
Organic reach, 118
Orientation fact-based decision making, 93
Owned media, 10–11
Paid impressions, 118–119
Paid reach, 118
Place to access, 14
Predictive analytics, 80–81
Price to value, 14
Product to solution, 14
Product transformation, 59–60
Programmatic ads, 97–98
Promotion to education, 14
Psychological sphere, 96
Public sphere, 96
Purchase process, 45
QR code, 89
Radiofrequency identification (RFID), 136–137
Real-time analytics and metrics, 125
Real-time data analytics, 117
Real-time Experience Tracking (RET), 87
Remote store fronts, 16
RET. See Real-time Experience Tracking
Retail changes
co-creating products, 136
crowdsourcing, 136
efficiencies in retail and logistics, 135–136
integration of online and offline worlds, 134–135
online companies, 136
personal lives no more, 135
RFID. See Radiofrequency identification
Scalable web architecture, 97
Second moment of truth (SMOT), 47
Self-service touchscreen kiosks, 138
Semantic enrichment, 91
Sensor data, 116
Share of the wallet, 130
Showrooming, 39–40
Smartphonatics, 40
SMOT. See Second moment of truth
Social bumblebee, 42
Social currency, 107
Social customer relationship management, 102–103
Social data, 116
Social data analytics, 91
Social media
on companies, 60
contemporary culture, 5–6
e-commerce, 24
organizational culture, 65
Social media communication, 98–99
Social profile data, 92
Social sphere, 96
Social thrivers, 28
Spray and pray strategy, 1
Text Analytics, 91
Third moment of truth (TMOT), 47
3D printing, 139–140
TMOT. See Third moment of truth
Touch-and-feel factor, 16
Traditional marketing
cascading effects, 19
contemporary culture, 5–6
coping with change, 15–18
customer value creation, 11–12
decline of, 5
digital value creation, 12–13
four Ps of marketing, 13–15
spray and pray strategy, 1
tectonic changes, 3–6
Traditional metrics, 117
Traditional retailers, 88–89
Transactional data, 116
Tribal sphere, 96
Triggers, 107
User submitted data, 92
Viral impressions, 119
Viral reach, 118
Virtual fitting rooms, 139
Virtual reality mirrors, 90
Voice of the customer (VOC) approach, 130
Web services, 97
Word-of-mouth (WOM) equity, 130–131
Word-of-mouth (WOM) interactions, 48–49, 90–91
Zero moment of truth (ZMOT), 47
ZMOT. See Zero moment of truth