You could say this is a personal insight that I’ve gained through my 20 years of experience in the marketing industry, where I have worked in both the consulting and corporate worlds. I have specialised in customer experience design, branding, customer engagement, analytics, while integrating innovation into an experience-led approach to solving business problems.
Now, as part of the Accenture Interactive team, my team and I help clients across Greater China to generate business insights that drive their transformation agenda. The process varies depending on the maturity of the organisation. Generally speaking, you’d first consider the end goal. After that, you would then start collecting evidence-based data.
For example, for a project that we’ve worked on with Swire Coca-Cola, they wanted to find out how they could place vending machines strategically across China. So we looked at various data, such as transactional data and even weather data, to get a full picture of how the machines performed in different locations. After that, we ran rounds of simulation using machine learning technology to generate relevant insight for a marketing campaign, which enabled us to see which locations could yield better ROI [return on investment] by adjusting the number of vending machines.
During this time, you may also want external input, such as opinions from experts from other industries. Accenture is a global professional services company, so it’s convenient for us to offer an outside-in perspective for our clients. Of course, it’s also important to keep the internal business stakeholders’ intention in mind: in what direction do they want to steer the company towards? With Swire Coca-Cola, in the end, we were able to increase the sales in some of the strategic locations by as much as five times. This shows just how impactful meaningful insights can be.