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The Numbers Don't Lie.....Or Tell the Truth For That Matter: Re-thinking big data and the future of corporate marketing 

 

"Big data" and predictive analytics are a flash in the pan when it comes to the future of corporate marketing. (I know, I know, many consider this statement heresy, but hear me out.) Consider the following:

  • The future of corporate marketing could explode in the next decade by using another form of big data, namely emotional analytics, wherein marketing is customized to the individual's real time emotional state in addition to their "cataloged" data on buying habits, hobbies, preferences etc. 
  • The infrastructure is already here. Organizations struggle with knowing how to make sense of that information and turn it into effective marketing that is comforting to consumers rather than intrusive. 
  • As a result, most companies have no idea how to turn all that data into useful long-term gain. Using big data to predict the next 6 months is a massive waste of time. The only thing companies gain from this exercise is a boost in their reactive capabilities.
  • Successful marketing throughout history targets the emotions not the intellect. So, why is big data primarily used as an intellectual tool for analyzing a very complicated human consumer?
  • The fatal flaw here is the missing human emotional element.

If you haven't heard already, Google's futurist Ray Kurzweil recently revealed that Google is well on their way to creating an emotionally intelligent search engine.

Organizations need to focus on "whole data" rather than big data. 

 

The Future of Small Towns in a Sprawling Global Community: 

 

You may not live in a small town, but chances are that some of your relatives, colleagues, and clients do. Sadly, most small towns are facing harder economic conditions than their urban counterparts. Many of these places are turning into ghost towns as the one or two major employers are going out of business.

But what if your town is in the opposite situation and your dilemma is growth oriented? Believe it or not, there are several small towns attracting urban commuters looking for a quaint and charming place to rest their heads and raise their families. These small towns are facing an influx of people that by default will eventually want to expand development and conveniences in the area. Despite the fact that many moved there to get away from the proverbial "noise," we are creatures of habit, and old habits...well, you get the idea.

As a result, many small town residents are concerned that what once made their towns so attractive is fading in the shadow of progress. For many towns this will be the case, but for others, I offer a few thoughts on how to maintain and capitalize on the greatness and attractiveness of your community.

What makes small towns so appealing is the community rather than the size of the town. Small towns, like their larger counterparts seek economic growth, but on their own terms. The key to maintaining small town integrity is to look for new ways that community bond and charm can evolve amidst a growing population. 

It's also important to remember that communities are ecosystems. They will grow and shrink as the environment changes and although some may see the influx of residents who commute to the "big city" as an "invasive species," the key to long-term success in any town is the diversity and co-dependence of its residents. 

These towns have to find creative ways to adapt to changes, because at the end of the day, change is inevitable. It's far better to seize the opportunity for growth and play an active role in its direction than to face the possibility of decline for the sake of nostalgia. 

 

Featured Podcast Interview 

I had the great pleasure of interviewing Benjamin Stone. Ben is a thought leader in human physiology and the president of Sigma Human Performance. Ben provides us with great insight about how advanced human performance drives personal and professional success. You can listen to the full interview here.

 
 

On Leading Innovation....

 

Keep the following in mind:

 

A true leader in innovation is an environmental architect wherein other team members in the organization are empowered and inspired to think beyond their current assumptions about products, value, and market need.

 

Innovation is found in the process of identifying future needs that may arise as a result of dramatic changes and unexpected events. 

 

Nurturing a culture of innovation:

  • An essential element is allowing team members to move in and out of roles in the process. 
  • Leadership and innovation must be organic, meaning that team members are freely contributing and often leading initiatives to uncover future market space and market need.
  • It's impossible to "manage" innovation. 
 
In This Issue
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Video: Identifying and Creating New Markets


Why U.S. diversity may save us in the end check out our podcast on the iTunes store


Download a free copy of our latest ebook



In the Media
 

I was recently interviewed on Janeane Bernstein's show on KUCI 88.9. If you missed the interview you can listen here...
 


Intuit Logo
 
I was recently quoted for a piece in the Intuit Small Business Blog written by Sheryl Nance-Nash that talks about ways to thrive despite unpredictability. You can read the entire article here....



Managing your HR logo


I was recently quoted in an article on retaining key employees when new opportunities arise. There are several great experts in this piece that offer great tips and advice for employers facing this situation. You can read the article here....



The Jared Nichols Group
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Boone, NC 28607

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