Market Researcher Penguins have been worrying about their Iceberg melting in the Heat...

1. Muder Chiba

2. Muder Chiba
Behaviour Based
‘Algorithmic Marketing’ Model
Adoption
http://mckinseyonmarketingandsales.com/unleashing-the-power-of-algorithmic-marketing

3. Why Behaviour ?
Enabling Environment
 Digitization of almost everything
 Explosion of commerce on the Internet/Mobile
 Huge data storage and management capabilities
 Easy availability of tools/suites to extract value
from data
Muder Chiba

4. Why Behaviour ?
Excited Enterprise
 Palpable ‘cause-and-effect’ visibility
 Real-Time Actionability
 Amenable to ‘machine learning’ and automation
 Simple , almost-linear decision-making
 Clear short-term sales effects
Muder Chiba

5. Muder Chiba
Decisions basis Past Behaviour
T o Drive
Future Behaviour
Essentially

6. Muder Chiba
Is this at all a Sustainable
Competitive Cycle ?

7. Muder Chiba
What people Do !
What People Say
What About

8. Muder Chiba
Analytics!
Creativity
What About

9. Muder Chiba
Deterministic !
Probabilistic
What About

10. Muder Chiba
Pavlovian puppet !
Free Will
What About

11. Muder Chiba
Descartian Logic !
Freudian messiness
What About

12. Muder Chiba
Predictive Parsimony !
Descriptive power
What About

13. Muder Chiba
Behaviour !
Attitude
What About

14. Muder Chiba
Attitude Behaviour
A Complex Web…

15. Muder Chiba
Volatile , Uncertain,Complex, Ambiguous

16. Muder Chiba
The Big Data Flood with all the attendant
changes is inevitable.
•It will lead to short-term competitive
strength for effective early adopters of
‘Algorithmic Marketing’.
•When it gets democratised and it will;
the enormous pace at which this will
happen will also be unprecedented
The Behavioural Data Flood

17. Competitive Advantage
will revert to those who
Creatively Synthesize
all forms of data and
analysis , Not just behavioural
Muder Chiba

18. You can analyze the past but
you have to design the future.
- Edward De Bono
Muder Chiba

19. The New Market Research
 Superior Attitude-Behaviour Linkages to
build effectiveAction-Insight Loops
 Use micro-context + attitudinal data to
tell stories
 User-centred design and implementation
mechanisms
 Sharply Probabilistic delivery designed to
spark decisions
Muder Chiba
Attitude Behaviour

20. Muder Chiba
MARKET RESEARCH IS DYING!
“The rumours of my
impending demise are
greatly exaggerated”
-Market Research
Traditional

21. INSIGHT IGNITED WISDOM
muder.chiba@gmail.com
“I have concluded that the essence of wisdom is to hold the
attitude that knowledge is fallible and to strive for a balance
between knowing and doubting” –Psychologist John Meacham
quoted in Hard Facts , Dangerous Half-Truths andTotal Nonsense, Profiting
from Evidence-Based Management
Call Now!
For User-centred design and implementation mechanisms