Getting to know customers through data

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Various guests and presenters spoke at the webinar, organized by Anda and the Rompecabeza agency: Customer Experience & Data Marketing. They addressed the topics of how data helps to guide and improve customer experience, and how companies can anticipate problems, new business opportunities and improve the service they offer.

Among the exhibitors were Mauricio Russo, CEO of Casaideas; Felipe Ríos, Corporate SEO/SEM Assistant Manager at Sodimac; and Osvaldo Pavez, Head of Agencies at Google. The mediators were Ariel Jeria, General Manager of Rompecabeza; Eduardo Pooley, Marketing Manager of BCI and president of the digital marketing circle ANDA; and Nicolás Copano, host and communicator of Grupo Turner.

At 4:00 p.m. on July 11, the webinar began with Copano's opening remarks, who said: “Today we handle new data, new information, and the challenge is knowing how to interpret all kinds of ecuador number dataset that positively impacts brand experiences.”

With more than 1,800 registered participants and 700 people connected simultaneously, it was Ariel Jeria's turn to start the conversation. As an introduction, he pointed out that "thanks to digital marketing we have more data than ever, meaning on the one hand the consumer has a lot of information to make decisions, but so do companies." Good management of this information helps to provide a better solution, understand the changes and behaviors of the client, and know how to communicate better.

Getting to know customers through data
In this context, he stressed the importance of implementing customer-centric strategies. “How can we interpret data to positively influence consumer behavior?” he asked.

He emphasized three themes:

Hyperconnected: “If before the pandemic we spent the whole day glued to our cell phones, today we spend even more hours in front of a screen,” said Jeria. Connection has become a reality in every field: teleworking, tele-education and tele-entertainment. “Imagine the challenge for brands when speaking to someone who is never off a screen.”
User experience at another level: new tools have been discovered during the pandemic. “Zoom, Microsoft Teams, Hangouts and Google Meet are a series of platforms that are here to stay and will probably change the way we consume or interact with others at work, with friends or family.”
Boom in digital platforms: “e-commerce has skyrocketed, growing at rates of 4 or 5 times what was sold in the same period last year.” This increase and that of delivery platforms has caused the interaction of many brands to coexist 100% digitally.
However, people expect to be served by people or to have customer service contact points. “A world where everything is automated, where we have almost no connection with people, will not be possible because it is always more pleasant for experiences to be accompanied.”

Considering that trends are changing frequently, Ariel Jeria indicated that new business opportunities can be detected because “data allows you to anticipate.” He continued: “It is important to anticipate but it also serves to prevent complaints. It is easier to prevent and resolve problems and give a personalized response.”