A satisfying experience is the driver of any business’s revenue growth. Disney Theme Parks is no exception. Disney is executing a guest (and fan) personalization strategy leveraging wearables (and analytics) to track, measure and improve the overall park experience. The goal is increase sales, return visits, word of mouth recommendations, loyalty and brand engagement across channels, activities, and time.
Wearables are the next big thing. The new crop of gadgets — mostly worn on the wrist or as eyewear — will become a “fifth screen,” after TVs, PCs, smartphones, and tablets.
Wearables are already being used to monitoring vital signs, wellness and health. Devices like Fitbit, UP, Fuelband, Gear2 track activity, sleep quality, steps taken during the day. Consumers of all sorts — fitness buffs, dieters, and the elderly — have come to rely on them to capture and aggregate biometric data.
What most people don’t understand is how powerful wearables (coupled with analytics) can be in designing new user experiences. Businesses thrive when they engage customers by creating a longitudinal predictive view of each customer’s behavior. To understand the wearables use cases and potential we did a deep dive into a real-world application at Disney Theme Parks.
Wearable Computing at Disney: MyMagic+
At the Analytics Executive Forum, I facilitated a session on Omni-channel analytics. It struck me how every leading consumer facing firm seems convinced that mobile is becoming the dominant B2C interaction channel. Mobile is the gateway to insight based marketing and the “always addressable customer”….
Insight-based interactions – The company knows who you are, what you prefer, and communicates with relevant, timely messages, using the power of analytical intelligence to detect patterns, decode strands of information and create meaningful offers and value.
The “always addressable customer.” This is a consumer who fits the bill on three fronts simultaneously: (1)
- Owns and personally uses at least three connected devices; (2)
Goes online multiple times throughout the day; (3)
- Goes online from at least three different physical locations
The opposite of insight-based is “spray-and-pray” marketing – The company has very limited knowledge about who you are, forgets what you prefer, and tries to reach you with off-target communications that alienate you – based on fragmented data, poor data quality and inadequate integration, resulting in confusing, chaotic interactions. A good example: “I have 2 million frequent flyer miles with your airline and still do not get any recognition, respect or value from this loyalty.”
As companies architect new insight based mobile use cases I suggest that they look at what is coming next. With IOS 7, Apple is delivering several new features – Passbook, Beacon.
Retailers, banks and other customer facing firms/brands better pay attention. 100+ million iPhones are automatically getting this feature with the new OS upgrade making this a mega-disruptor in the coveted target segment everyone is chasing. Read more
Who doesn’t want to achieve faster “time-to-information” and shorter “time-to-decision” for executives and managers with mobile BI? Who doesn’t want to disseminate insights or KPIs to front-line employees, such as field sales representatives, line of business managers, and field service employees?
The question is not whether Mobile BI is a good idea but how to execute this program in a low-cost way? How to design and deploy eye-popping “wow” apps? How to support, maintain and enhance these apps which are constantly changing? What technology and infrastructure to put in for a national or global deployment? Who is going to fund all this plumbing – corporate, LoB or IT?
Business Analytics solutions for “always-on” 3/4G enabled mobile devices – iPads, iPhones, tablets, smart phones – are becoming prevalent as the form factor becomes appropriate for BI. We are increasingly seeing firms build state-of-the-art dashboard solutions for iPads. The “post-desktop” apps provide senior management with intuitive interactive access to the company’s most important business KPIs and dealing with data overload.
Tablets, 4G Wireless and next gen displays (+gesture based, verbal interfaces) have enabled new productivity improvements and better ways to consume information, perform ad-hoc querying and scenario planning. Dashboard, heatmaps and scorecards on the iPad, iPhones and Androids are intuitive, attractive, powerful, available at any time and any place: a perfect mix for top managers, sales teams and even customers.
BI (and Information Management) is a natural fit for mobile devices. Managers, blue and white workers spend a majority of their time away from their desks. Most are traveling, walking about or driving from site to site. And it’s these mobile workers who need the most up-to-date information. They need mobile BI to retrieve data to make on-the-spot decisions, monitor operational processes and review KPI, and work-in-process dashboards.