Creating effective business competencies

According to research, 90 percent of the data that businesses use to determine what they sell or how to personalize a customer experience results from consumers unintentionally volunteering "indirect" data through on-line shopping, Facebook, Google searches, Smart Phone usage, etc.

Businesses have built their consumer capabilities over decades around this indirect data model because sourcing consumer information directly from the consumer hadn't been previously possible. Now direct-from-consumer information is possible but businesses remain anchored in this indirect consumer data approach as this has been the market norm for decades. However, this type of data has less than 10 percent accuracy.

Written by John S. McKean, the book is about the evolution of the new "sharing" consumer with direct-from-consumer knowledge. With a deep look at the inner workings of how modern generation of business innovators are tapping into the fresh opportunities with the customer's new voice, this book describes how businesses are transforming "inference-based" predictions of purchase intent with direct consumer knowledge of their actual intentions and buying context. The result: An untouchable or unprecedented level of offer relevancy, experience, and personalized service levels.