Creativity talks - Downstream Innovation -The Big Picture
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Here are some potential examples for companies that create value through the big picture: - Amazon understands customer purchase patterns and can recommend complementary/related products. It also tracks delivery and return data to improve logistics. - Google aggregates search, location, and app usage data to personalize ads and services. It also provides analytics to advertisers on campaign performance. - An insurance company combines policy, claims, health/driving data to better assess risk and provide wellness/safety programs. - A retailer analyzes online/in-store shopping behavior and demographic info to tailor promotions, product placements, and new store locations. - A telecom tracks calling/browsing patterns to offer optimized plans and identify
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Creativity talks - Downstream Innovation -The Big Picture
- 1. Flanders DC - Mission Stimulating Creativity in Stimulating Entrepreneurship in Flemish Entrepreneurs Flemish Creative Industries
- 2. Flanders DC â Companies
- 3. Flanders DC â Schools
- 4. Flanders DC â General Public
- 5. THE BIG PICTURE. #CREATALKS
- 6. As a company, having thousands of customers, suppliers, distributors and WHERE IS IT? business partners, YOU DO HAVE THE BIG PICTURE VIEW TO create UNIQUE VALUE!
- 7. Look At Your Customers Broader Than This. Purchase Purchase Search and Maintenance Selection and and Use and Disposal Installation Installation © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 8. Search and Selection Itâs About Stepping Back And Connecting The Dots. © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 9. Search and Selection FROM SEEING THE CLUTTER⊠âŠTO SEEING WHATâS RELEVANT © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 10. APPLICABLE FROM MANY Search and Selection PERSPECTIVES⊠© Vlerick Leuven Gent Management School and Flanders District of Creativity
- 11. Purchase and Installation Itâs About Knowing What Your Customers Are Really After. © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 12. Purchase and MOVING AWAY FROM PRICE CONTROLLING⊠Installation âŠTO VALUE CONTROLLING © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 13. Purchase and LOOKING BEYOND THE PRODUCT PURCHASE Installation TO COLLECT DATA. © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 14. Use Itâs About Seeing Opportunities Nobody Else Does. © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 15. Use MAKING THE BLIND⊠âŠSEE THE CONTEXT © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 16. Use IN MANY DIFFERENT INSTANCES⊠© Vlerick Leuven Gent Management School and Flanders District of Creativity
- 17. Maintenance /Disposal Itâs About Seeing The Big Picture Of Whatâs Happening. © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 18. Maintenance NOT TO USE GUESSWORK⊠/Disposal âŠBUT TO MAKE INFORMED DECISIONS © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 19. Maintenance NOT ONLY IN THE REAL ESTATE MARKET⊠/Disposal © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 20. But Careful! Itâs Not About⊠1 to 1 marketing customer relationship management customised products predicting a customerâs next transaction © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 21. HOW LOWERINGBIG BY IS THE RISKS & COSTS PICTURE VALUE CREATED?
- 22. Value-creating Mechanisms In Perspective. Within Data Beyond Data Insight for Seller Segmentation Prediction Insight for Buyer Benchmarking and Mirroring Ranking © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 23. Segmentation By Seeing Latent Similarities & Differences. © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 24. In Practice⊠Energy Consumption Profiles Allow For: Increase in Customer ⹠effective prioritisation of development Loyalty projects ⹠Better Service Quality reduced risk of grid problems ⹠Improved Corporatelow power cuts are made at times with energy demands Reputation reduced consumer cost of power downtime © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 25. Benchmarking By Letting Others See How and Ranking They Measure Up Against Their Peers⊠© Vlerick Leuven Gent Management School and Flanders District of Creativity
- 26. In Practice⊠business school ranking based on ⹠VALUEnumber FINANCIAL TIMES? a FOR THE of performance parameters enables: ⹠Brand Recognition to see strengths and weaknesses ⹠Expert In The Field reduced risk of having a wrong ⹠Cognitive Competitive focus Advantage improved brand recognition reduced advertising costs © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 27. Prediction By Knowing Whatâs Going To Happen Next. © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 28. In Practice⊠Remote monitoring system of some 10 000 lifts ensures Lifts are always in perfect condition ⹠Greater Customer Trust reduced risk of breakdown ⹠Higher Customer Maintenance is automatic takes a Loyalty shorter time and is cheaper ⹠Differentiated Product reduced total maintenance costs © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 29. Mirroring By Filtering Out Relevant Information For The Client. © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 30. In Practice⊠Compiling traffic information from more than 2 million GPS devices and historical data provides Calculation of the fastest road to ⹠Leader in the destination Industry ⹠Prediction precision is Regular update of the calculated route Preciseincreasing astime indication of arrival we speak! reduced risk of being late or taking the wrong route © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 31. SUSTAINABLE LONG TERM COMPETITIVE RESULTS? ADVANTAGE! ThroughâŠ
- 32. Network Effects And Increasing Returns To Scale. The more people use City Sense, the more it makes Sense! © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 33. Voluntary Lock-in Effect. Who would switch to competition saving a few dollars but losing the whole purchase history? © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 34. Differentiated Product. Is there anyone else who lets you know when to take your vitamins? © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 35. 5 Smart Steps Towards The Big Picture. Step 1: ⹠Identify possibilities to create value along the purchase cycle Step 2: ⹠Scan the environment for data Step 3: ⹠Aggregate and analyse data Step 4: ⹠Select value-creating mechanism Step 5: ⹠Embed Big Picture thinking into your strategy © Vlerick Leuven Gent Management School and Flanders District of Creativity
- 36. Happy to Clarify. Prof Dr Marion Debruyne MarionDebruyne Prof Dr Niraj Dawar http://nothingbutmarketing.blogspot.com NirajDawar Livia Pijakova LiviaPijakova
- 37. Any More Examples? Can you think of other examples of Companies that Create value Through the big Picture? Share your thoughts in your teamâŠ
- 38. Can you see the Big Picture? PICK A COMPANY OF YOUR CHOICE AND MAP OUT THE PRESUMED PURCHASE CYCLE OF ITS CUSTOMERS. âą Where do you find sources of data? âą What data would this company already have collected that can be used to compose the Big Picture view? âą What kind of value can the Big Picture create for the clients (which value-creating mechanism is to be used?)?