Understanding your customers through analytics: How deep does this rabbit hole go?

Salt were very proud to host a Workshop based networking event last Saturday at our offices in Kuala Lumpur. The agenda we coined was – Understanding your customers through analytics: How deep does this rabbit hole go?

It was an intimate, boutique event, though we still had a very weighty turnout with industry leaders from telecoms, digital software delivery, transportation, gaming and financial services.

The theme of the event was to address a quite significant but perceived issue in the implementation of Data analytics and next-generation data platforms generally within the enterprise setting in Malaysia and beyond. We hear huge amounts of buzzwords and evangelisation when it comes to this topic and for many good reasons relating to technology innovation. However, how does a typical CIO, Marketing Director or indeed any business head address data transformation from a standing start? A board may have allocated budget and given the green light, and there may even be a good degree of understanding as to the benefits of shifting data platforms, but knowing where to start presents problems.

Whilst it would be impossible to provide the ‘rabbit out the hat’ answer and this question will be one of the most pressing and challenging within most corporations currently, there definitely exists better methodology than others and also better questions to start with, which was the key purpose of the workshop. The other objective was to hopefully demystify the topic beyond a sea of buzz phrases and highlight the need not to let the ‘cart lead the horse’ when it comes to technology innovation. In other words, avoid expensive technology upgrades that don’t address a pressing need or provide a tangible ROI!

We are very grateful to Dataviz, our training partner for the day to help set the detailed agenda and identify 2 excellent expert presenters for the day – Salim Khunchandani, who runs his own consulting firm and Teng Chan Leong, who is head of Digital for Sime Darby. Topics covered the following lines –

Digital marketing and analytics
– Customer Lifetime Value and Customer Journey
– Segmentation – Customer Personas
– Consumer purchase mapping (online to offline)
– Customer Experience (CX) and Single Customer View
– Digital advertising performance analytics
– Social analytics (brand sentiment on social media)

A key part of the event was simply ideas sharing and networking and it was great to see the attendees talking so freely and intently at the end regarding their respective business challenges. Shared dialogue is such a valuable part of identifying the solution.

We very much look forward to hosting future expert focused events in future and to supporting our digital community in Malaysia on an ongoing basis. Watch out for the next update!

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