{"id":900,"date":"2017-03-02T15:57:00","date_gmt":"2017-03-02T15:57:00","guid":{"rendered":""},"modified":"2025-11-03T11:44:14","modified_gmt":"2025-11-03T11:44:14","slug":"customer-journey","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/customer-journey\/","title":{"rendered":"Customer Journey"},"content":{"rendered":"<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Fins fa relativament poc, la informaci\u00f3 disponible d&#039;un consumidor o client depenia, en la majoria de casos, de les an\u00e0lisis de dades declaratives estructurades (enquestes, entrevistes als consumidors, un programa de fidelitzaci\u00f3, o de qualitat de servei, etc.) .) i una part no declarativa que ens venia dir el que el client no havia manifestat i que va generar una primera onada del denominat Business Intelligence, on es treballaven dades estructurades a partir de bases de dades creades sobre consum en telecomunicacions o energia, contractaci\u00f3 de assegurances, banca, etc. Aquesta \u00faltima part ha fet un gir radical en els darrers anys gr\u00e0cies al Big Data ia elements com el tel\u00e8fon m\u00f2bil, la compra amb targeta de cr\u00e8dit, les xarxes socials, la pr\u00f2pia navegaci\u00f3 web o la geolocalitzaci\u00f3. Ara sabem del consumidor real el que anomenem el &#039;customer journey&#039;, tots els seus moviments durant les fases de model relacional entre un mercat, una marca i el mateix consumidor, qualsevol &#039;touchpoint&#039; del cam\u00ed, des d&#039;elements influenciadors de compra, a la pr\u00f2pia compra i futura prescripci\u00f3 del producte o servei. Deixa empremta amb cada clic, amb cada acci\u00f3, amb cada aplicaci\u00f3. Tot aix\u00f2, multiplicat per milions, i tractat sempre de forma agregada, ens d\u00f3na un retrat for\u00e7a m\u00e9s ajustat que qualsevol altra informaci\u00f3 disponible, aix\u00f2 \u00e9s real, tangible i estrat\u00e8gic. En 24 hores es generen 2,3 bilions de gigabytes d&#039;informaci\u00f3 a Internet; vivim a l&#039;era del &#039;Think fast&#039;.<o:p><\/o:p><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Per\u00f2 si ens sortim de l&#039;\u00e0mbit del que s&#039;ha afegit, les marques com Amazon ja estan actuant de forma predictiva sobre consumidors concrets, oferint-los ofertes en funci\u00f3 del seu perfil, els seus h\u00e0bits de consum, les seves cerques\u2026 La tend\u00e8ncia creixent \u00e9s arribar al receptor de forma individual, pel canal idoni per assolir-lo i amb el missatge m\u00e9s rellevant i \u00fatil. Un m\u00e0rqueting one-to-one amb missatges concrets i diferenciats no ja per a cada p\u00fablic, sin\u00f3 per a cada membre concret del p\u00fablic. L&#039;ess\u00e8ncia del micromarketing portada a una realitat palpable gr\u00e0cies a la tecnologia.<o:p><\/o:p><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Les enormes repercussions encara no han arribat a l&#039;empresa. Recentment, un estudi indicava que nom\u00e9s el 7,2% de les principals companyies amb departaments de m\u00e0rqueting i comunicaci\u00f3 potents reconeix utilitzar tecnologia Big Data en els seus processos, per\u00f2 si els preguntaves quants anaven a incorporar aquesta tecnologia en els propers i immediats anys, el 47% contestava afirmativament. Aix\u00f2 no \u00e9s una nova religi\u00f3 o un nou invent, despr\u00e9s del Big Data hi ha una consist\u00e8ncia cient\u00edfica irrefutable i \u00e9s possible que aquesta previsi\u00f3 del 47% es quedi curta.<o:p><\/o:p><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">De tot aix\u00f2, m&#039;agradaria destacar les conclusions d&#039;utilitat seg\u00fcents tant per a qui fa comunicaci\u00f3 pol\u00edtica o corporativa com per als que s&#039;enfoquen al m\u00e0rqueting:<\/span><\/div>\n<div><span style=\"text-indent: -18pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span style=\"text-indent: -18pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">1. Hem de generar engagement i amb tota la informaci\u00f3 que tenim, ho podem fer. Avui dia, les dades (i les cinc V que comporten: volum, varietat de fonts, velocitat de processament, veracitat i valor, especialment el que es genera amb aquestes dades) es poden utilitzar com a eina per contribuir a assolir objectius estrat\u00e8gics.<\/span><\/span><\/div>\n<div><span style=\"text-indent: -18pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span style=\"text-indent: -18pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">2. A m\u00e9s de fer an\u00e0lisi descriptiva i predictiva dels comportaments, hem de pensar a fer una feina prescriptiva amb les dades. Influir en les decisions (de compra, de vot) que contribueixin les companyies a assolir els seus objectius.<\/span><\/span><\/div>\n<div><span style=\"text-indent: -18pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/span><\/div>\n<div><span style=\"text-indent: -18pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\">3. Reclutar el talent necessari obligar\u00e0 a modificar el percentatge de perfils t\u00e8cnics als departaments de m\u00e0rqueting i de comunicaci\u00f3 (matem\u00e0tics, programadors, f\u00edsics, etc.) Si avui la proporci\u00f3 \u00e9s un 39% perfils t\u00e8cnics i un 61% perfils creatius, a un futur la tend\u00e8ncia ser\u00e0 a equilibrar-se en un 69% perfils t\u00e8cnics, i un 31% perfils creatius. No ser\u00e0 un proc\u00e9s r\u00e0pid, per\u00f2 s&#039;acabar\u00e0 produint, i aix\u00f2 converteix els t\u00e8cnics de dades en la professi\u00f3 del futur. Preparar aquests perfils \u00e9s dif\u00edcil i el sistema educatiu tamb\u00e9 s&#039;hauria d&#039;adaptar a aquestes capacitats emergents.<\/span><\/span><\/div>\n<div style=\"mso-list: l1 level1 lfo2; text-indent: -18.0pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><o:p><\/o:p><\/span><\/div>\n<div style=\"mso-list: l1 level1 lfo2; text-indent: -18.0pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div style=\"mso-list: l0 level1 lfo1; text-indent: -18.0pt;\"><!--[if !supportLists]--><span style=\"font-family: Arial, Helvetica, sans-serif;\">\u00b7<span style=\"font-stretch: normal; font-variant-numeric: normal; line-height: normal;\">&nbsp; &nbsp; 4.&nbsp;<\/span>Els perfils canviaran a tots els nivells a les companyies. Apareixer\u00e0 el Chief Data Officer a nivell directiu. El cient\u00edfic de dades (Data Scientist) estar\u00e0 a un nivell just inferior i la seva tasca ser\u00e0 extreure coneixement de la informaci\u00f3. L&#039;enginyer de dades (Data Engineer), que haur\u00e0 de salvaguardar les bases de dades, fer-les accessibles, dissenyar arquitectura, processament, etc. L&#039;analista pur de dades (Data Analyst) i, finalment, el Data Artist, que ser\u00e0 qui digui com explicar aix\u00f2 per fer-ho visible i comprensible.<o:p><\/o:p><\/span><\/div>\n<div style=\"mso-list: l0 level1 lfo1; text-indent: -18.0pt;\"><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div>               <\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">En els propers anys, \u00e9s previsible que visquem en els propers anys una certa inflaci\u00f3 de preus respecte a aquests professionals com en el seu moment va passar amb les puntcom a l&#039;any 2000, per\u00f2 tot s&#039;ajustar\u00e0 i despr\u00e9s d&#039;un creixement exponencial hi haur\u00e0 10 o 15 jugadors que sobrevisquin a una futura caiguda inicial superada aquesta fase d&#039;early adoption.<\/span><o:p><\/o:p><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\"><br \/><\/span><\/div>\n<div><span style=\"font-family: Arial, Helvetica, sans-serif;\">Jordi Crespo<\/span><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Fins fa relativament poc, la informaci\u00f3 disponible d&#039;un consumidor o d&#039;un client depenia, en la majoria de casos, de les an\u00e0lisis de dades declaratives estructurades (enquestes, entrevistes als consumidors, un programa de fidelitzaci\u00f3, o de qualitat de servei, etc.) i una part no declarativa que ens venia dir el que el client no [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Customer Journey -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/ca\/customer-journey\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Journey -\" \/>\n<meta property=\"og:description\" content=\"Hasta hace relativamente poco, la informaci\u00f3n disponible de un consumidor o de un cliente depend\u00eda, en la mayor\u00eda de casos, de los 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