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西法特西法特
Aug 02, 2022
In Fashion Forum
At the end of the day, we want to get more people to enjoy our brilliant pasta’ Lyndsay Weir discusses how to build a data team with an external lens, one that is designed to serve the consumer and not exist merely as an internal business function or silo. Barilla’s Lyndsay Weir presenting at Econsultancy Live: CX 2022. Photo credit: ASV Photography In marketing, and in business more generally, we often hear that decision-making should be “data-driven”. Data can yield all kinds of crucial insights into customer behaviour and preferences, as well as helping to identify opportunities, potential challenges, and strategies that are working effectively. Driving decisions with data therefore sounds like a solid way to succeed in a world with more data present than ever before. However, Lyndsay Weir, VP Data and Advanced Analytics at Italian family-owned food company Barilla, says that what your decision-making should really be is people-driven. “The data can help fuel it, but for me – yes, data can provide decisions, but we need to know why we’re doing that, and to shape it and do it for the right reasons,” she told attendees at Econsultancy Live: CX 2022. “Within Barilla, we’re of course going to be using data to do this, but we need to be more people-driven, consumer-driven – because at the end of the day, we want to get more people to enjoy our brilliant pasta!” Weir emphasised the importance of approaching data with a clear strategy for success, and orienting data work around consumer desires. “Even though we’re a data team, what we’re trying to do is transform the way we communicate with people,” she explained. “It’s why everything we do … is actually driven and enabled by what the consumer wants from us.” The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. Weir outlined three key components of a people-driven approach to data: use cases, quality data, and technology. 1) Use cases “At the end of the day, any work our data teams do within Barilla – and any work your organisation should be doing with data – should come from the people who are interacting with your end users,” said Weir. And every kind of data point – from website visitors to product purchases to event sign-ups – needs to begin with a use case: a clear view on how the business is going to use the data you’re providing. Weir recommended mapping out potential use cases along the consumer journey from awareness through to consideration, purchase, service, and loyalty expansion. For example, a use case in the ‘awareness’ stage might be improving the consumer search experience, using analytics or natural language processing to understand how consumers are using search and what they might be trying to find. In the ‘purchase’ stage, digital shelf analytics could help with product optimisation – pricing, promotions, or ratings – while consumer engagement scoring could improve customer loyalty in the ‘loyalty expansion’ stage. “There’s so many different ways you can use data and analytics along the consumer journey,” Weir said. “For me, it’s about where you’re wanting to engage the most on that consumer experience and making sure it aligns with what you’re trying to deliver.”
Barilla’s VP Data & Analytics content media
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西法特西法特

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