Strategic SMART DATA = Combining BIG DATA with THICK DATA
BIG DATA and its analysis with artificial intelligence (AI) is definitely the future for companies to optimize efficiency and their own offers. Many companies have long since arrived in this future, invest in digital transformation and rely on data-driven management systems.
Large and particularly successful (data-driven) digital companies in the USA, such as Netflix or Uber, have now recognized that it is important for strategic decisions and innovations to have the right data: they link BIG DATA with THICK DATA for their business to successfully develop strategically.
While BIG DATA provides with customers “who”, “what”, “when”, “how much” or “how” bought a product/servive or interacted with the company, THICK DATA decodes the underlying “why”.
STORYlistening® is THICK DATA. It decodes the meanings, the importance or the context that customers assign to the offers, services, technologies or consumption processes. It integrates emotions, experiences, convictions or prejudices with the hard facts of BIG DATA and provides explanations, insights and inspiration instead of pure speculation. This is how BIG & THICK DATA becomes strategic SMART DATA.
With this SMART DATA it is now possible to quickly and specifically develop new products, services, positioning, business areas or business models.
As an experienced corporate developer, Schindl Rughase Partners has created the Innovation In/sight offering, to implement real and achievable innovations quickly and pragmatically into reality with professional product, digital or technology designers as well as marketing and advertising agencies.
Leave disruptive innovations to others and rely on innovations that quickly bring a return on investment. Link your BIG DATA with STORYlistening® data.