1. 5W Turning data into action:
the power of consumer insight

2. What is data?
• Data is one of a
company’s greatest, yet
still often underutilized
assets.
• The ability of a
company to conduct
the data, learn, and
translate that learning
into action will enhance
the ultimate
competitive advantage.

3. It is a strategy when a
company takes a decision
upon data, but it is a tactic
when a company takes a
decision upon instinct and
assumption.
Which one are your
company?

4. Why collecting data?
Source: Loyalty360, 2011

5. Who should collect data?
Large corporate  to
generate the growth and to
enhance the sustainable
competitive advantage
Small business  to hunch
the trend and to indycate
the opportunities to enter
the market

6. Where to find data?
• Online-based: websites, emails, social media
database, online survey, , point-of-sales social
media behavior, shopping preferences
• Offline-based: point-of-sales monitor
purchase behavior, loyalty program, offline
survey
Source: Loyalty360, 2011

7. When to turn data into action?
It’s when to decide...
Sales & marketing trends
Differentiation
Loyalty program to boost up & strengthen the
relationships with costumers
New product/service
Costumers experience
Source: Loyalty360, 2011

9. Christine Siagian
@mezos
about.me/christine.siagian