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TREELOGIC, THE DIGITAL TRANFORMATION

TREELOGIC TEAM| 19/07/2019

Promotion and advertising concepts exist because there are products and services to sell. Their essence consists of creating feelings in different people, such as attention, interest and desire, which eventually result in the action of buying.

Customer Behaviour Models
The ability of current tools to segment and sort people is incredible.

Perhaps the first advertising experts were the businessmen who tried to convince people to purchase their products hundreds of years ago. How did they do it? By shouting the features of the product out loud. Over time, advertising campaigns have changed with the onset of new means of communication. Undoubtedly, the invention of printing was one of the most important developments in this sense, making it easier and cheaper to reach the target audience. The evolution of advertising as a concept has brought us to the current situation where advertising is an essential part of the global economy. Traditional agencies founded at the end of the 20th century, which based their actions on the design and execution of offline advertising campaigns, have now found themselves in need of adapting to the digital domain.


As we always tend to say, the latest industrial revolution affects all parts of the economy and society, as well as the strategies of companies trying to increase their sales. As technology has developed, so has the appearance of new means of communication and especially an exponential increase in the ability to analyse people’s behaviour: there has never been so much information to be able to attract more customers. 


Digital transformation has changed the traditional way of attracting, monitoring and handling customers. The massive use of smartphones, tablets and smart watches linked to the Internet of things, technologies monitoring users via the Internet and new Big Data tools make it possible for optimum management of all customers, including potential ones.

Treelogic: Big Data y Analytics

The huge quantity of data we are creating means massive information storage centres can focus on practically all of our day to day information. In other words, companies which dedicate themselves to processing these data and creating value from them, have detailed and reliable information about every aspect of the daily lives of the majority of people.


Years ago, it was a very general concept, but the ability of current tools to segment and sort people is incredible. Due to the compiled data about behaviour, personality and even people’s ways of thinking, it is possible to make different demographic groups and to group similar people together. These groups are used by advertising agencies to identify their target audience and subsequently launch campaigns which impact on them, with the aim of increasing sales.

Undoubtedly, social networks are an important part of this new advertising ability. All the technology there is behind platforms like Facebook, Twitter and Instagram allow the operators to focus resources on marketing activities greatly aimed at their needs. In recent years, a market in analytical tools offering solutions to huge data handling problems on social media has flourished. Any company that has an online presence needs one of these applications to be able to gain maximum efficiency for its digital business.

The application of technology based on Big Data has led to being able to know precisely everything that occurs in different phases of a customer’s behaviour, by being able to analyse the steps to how they reached it, all their interactions and the reason, if any, for their exit. The incredible development which involves being able to analyse the behaviour of users is the great competitive advantage of this technology as, once the information compiled is processed, it can be very clearly seen where the problems are and how to solve them before they become too big.

As mentioned before, a clear increase of value lies in the ability to produce more customers. However, gaining potential buyers is just as important as keeping the ones already attracted and building their loyalty so they become brand ambassadors. The retention of customers is fundamental in any business strategy, the repetition of the purchase of any product or service is positive and the customer’s reference is a difficult aim to achieve. Due to technology being able to analyse data very effectively, companies are able to know the needs of every customer and satisfy them almost without them realising. The prediction models for the loss of customers are basic and must be developed to prevent the possible loss of users.

However, what if it is too late and the customer has already been lost? For any organisation, losing the user’s faith is never good but can be fixed because it has all the history of actions, behaviour and above all, the reason for the loss of that person; therefore, it has all the information necessary to get them back .

Treelogic: Big Data y Analytics

In business, different sales methodologies and strategies exist which can be strengthened by Big Data to improve their performance techniques, like offering an additional and/or complementary product or service to that being bought has traditionally worked well in many sectors. However, data analysis has made these types of strategies grow exponentially. Now, we can know the exact needs of each customer due to their purchase history, Internet and social media behaviour and their list of favourite products. 


These up-selling and cross-selling techniques are closely related to the concept of customer lifetime value, CLV, which determines the value of a customer for a company over time. If checking the occasional needs of every user and satisfying them is being achieved, the relationship will be long-lasting and CLV will be increased. To achieve this, use must be made of all the necessary information acquired from the start of the actual relationship; that is, from the moment of attracting the customer.

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