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Big data must put customers before technology

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Having access to so much data can be daunting – as a business it is important to learn how to use it to your advantage but always remembering to keep the customer at the heart of it, says RICHARD MULLINS, MD of MEA at Acceleration.

Data works in two directions. Firstly, it gives businesses access to unprecedented volumes of real-time data about customer behaviour, preferences and context. It also provides consumers with information about where they should go for the best product range, experience, and pricing.

Thanks to smartphones, consumers have this information at hand whenever they research purchases, shop, and interact with brands.

Consider, for example, someone in a mall looking for the best nearby restaurant. He or she will look up nearby pizzerias on Apple or Google Maps or look up best restaurants on Zomato’s app. This provides the local owner of a pizzeria to target him or her with a contextual ad and perhaps an offer for a complimentary drink.

Think about someone trying on a jacket in a clothing store – having checked out the colour and the fit, he or she may decide to find the cheapest price and order it online. This may be done via their mobile phone, a mobile app or a tablet, for next day delivery. Why not offer to match pricing from the biggest online competitors in a PPC ad when the customer does his or her mobile search on Google?

The trail of behavioural, location, demographic and even psychographic data customers leave behind as they use mobile search and social media enables us to understand consumer behaviour and personalise messaging and right place right offer opportunity. Bear in mind that is aggregated customer data rather than information that identifies them personally.

Personalised experiences
To thrive in a world where smartphones make nearly every shopping experience a digital one, brands must learn to use data across their touch points to deliver a clear and personalised experience to each customer. Luckily, marketers have unprecedented volumes of data that they can use to understand and influence consumer behaviour in real-time.

The problem with trying to wrap one’s head around all this data, however, is that it can be hard to capture, analyse and segment. Most organisations have a plethora of information scattered across numerous logistical, transactional and marketing systems. The marketing systems include the likes of CRM databases, ad-servers, social media platforms, search, third-party data providers and more – and most companies have no idea how to bring it all together to create a single view of the customer. Some large enterprises have been struggling to reach this Holy Grail for decades.

What’s more, in the South African context, data isn’t as big as it is in the US or Europe. Outside a few of the large banks and telcos, most local companies don’t have deep pools of customer data to mine for statistical insight as, for example, Amazon. Lacking the volume of data, they will not achieve the same results as a player with Amazon’s scale even if they apply the same algorithms and analytics tools.

Think smart rather than big
We recommend that marketers ignore the buzz about big data and begin by asking a simple question: “What information will enable us to offer relevant messages and experiences to our customers?” Once they have identified that piece of information, they can begin to think about where and how they can access the data and how they will activate it with the customer.

For us, it’s not about big data. It’s about smart and usable data. Data that enables us to align the right message, service and product with the right customer at the right time. Rather than starting off with a complex data technology solution, marketers should step back and ask: “What data do we need, what data do we have, where does our data sit, and who owns and controls it?”

Understanding the answers to these questions will help the brand create a strategy for accessing the data it needs to serve customers better. Most South African brands have a wealth of transactional data at their fingertips – the next step is to start gathering and leveraging data about the customer context and journey more effectively.

The point is to start with the customers: what do we know about them and how do we serve them better? They should look at specific questions – “We have customers who purchase from us twice a year. How could we entice them to double their purchases?” – and seek equally specific answers.

A focused approach is the key to reaping an investment from customer data.

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Naspers feeds into Latin America’s tech funding

Movile will get $400m funding from the SA-based technology investment giant for iFood expansion.

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Movile is to receive US$500-million in funding for iFood in the largest tech funding in Latin America to date. Naspers and Innova Capital have committed to invest $400m of new capital into Movile to use for further investment in iFood, the leading online food delivery platform in Latin America, of which Movile is a majority shareholder.  

Movile and Just Eat have already invested $100m in iFood during 2018. iFood’s extraordinary growth and the vast market opportunity in Brazil and more broadly in Latin America has driven the increased investment commitment. 

iFood’s monthly orders in Brazil have fed more than 9 million customers in the past twelve months, 16 times the nearest online competitor, in terms of daily active users. This means its partner restaurants are serving the biggest population of consumers ordering food in Latin America. iFood has 50 000 restaurant partners and uses 120 000 couriers. 

The increased investment commitment from Naspers, Innova and Movile is expected to accelerate growth, speed up product development and innovation, and fuel geographical expansion for iFood across the region. The company’s vision is to gain deeper knowledge of consumers through artificial intelligence technology, to personalise the food delivery experience – and at a reduced price, because of improved logistics. 

“Movile is very fortunate to have long-term investors who have supported us for the past decade to help achieve our goal of transforming the lives of more than one billion people and thus we are able to continually back iFood to ensure it remains the market leader,” said Fabricio Bloisi, Movile CEO. 

“Our entire ecosystem of companies is focused on allocating resources and energy towards our one billion people goal. iFood is leading the way, fueling unprecedented growth through its innovative technology platform, providing consumers, couriers and restaurants with the best experience in food ordering and delivery.”  

Larry Illg, CEO of Naspers Ventures, said: “iFood has established itself as a technology leader in Latin America and its success stacks up with some of the most innovative food companies that are leading regions in North America, Europe and Asia.  We have been impressed by their execution in Brazil and remain committed to backing the company on its path to transform the entire food chain to better serve consumers.” 

Online food delivery is experiencing massive expansion globally. According to latest reported results, Grubhub grew daily average orders 39% year-on-year, reaching over 416 000 orders per day. In Latin America, iFood has reached 390 000 orders per day just in Brazil in the last week of October, compared with 183 000 in October 2017, representing 109% growth.

iFood CEO Carlos Moyses said: “We want our consumers to have an amazing delivery experience from the moment they order their food to the moment it arrives. Our partners – the restaurants and delivery fleet – make that happen by living our purpose of improving people’s lives using our services.

“iFood exists for our customers and, with an increased investment commitment of this size, we will be able to build out our state of the art technology platform, and increase our courier and restaurant partners to even better serve our current and future customers in Latin America.”

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Hide your sheep, Spyro is reigniting

Spyro, the iconic purple dragon that entertained living rooms worldwide in the late ‘90s, is making a return with the release of Spyro Reignited Trilogy.

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Spyro Reignited Trilogy introduces players to a fully remastered game collection with a re-imagined cast of characters, animations, environments, new lighting and recreated cinematics—all inHD.  Now fans can explore more than 100 lush environments filled with new detail, that brings the Dragon Realms and Avalar to life . The trilogy is available for PlayStation 4, PlayStation 4 Pro and the family of Xbox One devices from Microsoft, including the Xbox One X.

South African distributors Megarom provided the followjng information:

In Spyro Reignited Trilogy, lead developer Toys For Bob is giving fans an all scaled-up version of the original three Spyro games that started it all, Spyro the Dragon, Spyro 2: Ripto’s Rage! and Spyro: Year of the Dragon, but with a modern-day feel that makes it fresh and fun for today’s player. Adding to the fun, voice actor Tom Kenny is returning to the franchise as the voice of Spyro in all three remastered games. Longtime fans will be treated to Toys For Bob’s reimagined version of the classic soundtracks, in addition to an all-new title-screen theme from original soundtrack composer Stewart Copeland.

Additionally, the new game brings an in-game audio feature that allows players to switch between the original and the newly remastered soundtracks, for those who want a more classic gameplay experience. Players can simply fly in to the “options menu” at any time during gameplay, unleash their preferred nostalgic or scaled-up groove, and glide right back into the Spyro action without losing saved data.

“It’s been a real pleasure to bring back one of most iconic video game characters of all time through the Spyro Reignited Trilogy,” said Paul Yan, Co-Studio Head at Toys For Bob. “We’ve poured everything we’ve got into making sure every detail was done right to deliver a great Spyro experience for fans. We hope players will have as much fun revisiting the Spyro world and characters as we did remastering them.”

In the road up to the official release of Spyro Reignited Trilogy, Activision Publishing, Inc., a wholly owned subsidiary of Activision Blizzard, created a first-of-its-kind, life-sized, fire-breathing and talking Spyro Dragon drone. The drone took off from “Stone Hill” castle near New York City, spreading his wings across the U.S. to explore the cities and iconic landscapes that resemble levels and themes from the original Spyro games. As part of the tour, the Spyro drone chased sheep, fired up some BBQ and delivered an early copy of Spyro Reignited Trilogy to fellow O.G. and entertainment icon, Snoop Dogg. Highlights from the Spyro drone’s delivery to Snoop Dogg can be found here.

“Fans have been asking Activision to bring Spyro back for some time now. The response to Spyro Reignited Trilogy has been great thus far, and we’re absolutely thrilled that we’re able to continue to reimagine and reinvigorate some of the most iconic videogames and characters of all time with our remastered experiences,” said Steve Young, Chief Revenue Officer at Activision. “With this year being the 20th anniversary of Spyro, there’s no better time to pay homage to everyone’s favorite purple dragon.”

The Spyro community is invited to geek out and elevate their fandom even further through the elite global partnerships from the Activision Blizzard Consumer Products Group (ABCPG). Collaborations with Funko, Traly Pins, Exquisite Gaming, KidRobot, USAopoly, Trends International, Rubber Road, and Changes have created new avenues for fans to share their love for the return of Spyro, the original roast master. Spyro consumer products across apparel, collectibles, figurines and more are now available at retailers worldwide. Fans can also take advantage of the GameStop exclusive Spyro TOTAKU Collection.

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