Navigating the digital transformation journey: Researchers and machines working together to drive companies forward

Patricio Pagani and Vanina Martinez

Proposes the first Marketing Product Ontology initiative, nicknamed MARKONTO, to develop a set of rules and criteria to address data integration challenges across products and categories in the market research industry.

Abstract

Establishing a digital-connection with our customers on a superficial level is not hard. Think about chatbots that have been around for years now. However, consumers in most industries expect significantly higher levels of personalisation of products and services. Also, mass-personalisation requires companies to bring together and analyse a huge volume of data. Data-sets that are brought together to understand the different aspects of the "customer journey" tend to have no common structure and that lack of data standards is undermining the value we could provide to our clients.

To resolve the issue, client Business Intelligence (BI) and Advanced Analytics...

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