Real-time Experience Tracking: filling a big data gap

This case study describes how LG, the South Korean consumer electronics company, plugged a knowledge gap in the complex path to purchase of its high-value products by understanding three elements of the shopper experience.

Real-time Experience Tracking: filling a big data gap

Douglas Loretucci & Fiona BladesLG Electronics / MESH Experience

Introduction

With an ever increasing amount of data available to us, why is it still so difficult to make decisions about marketing investments? Despite all of this data, there is still a knowledge gap. What we are missing is a holistic dataset that takes the customer's perspective.

The LG Challenge

LG competes in Home Entertainment, Home Appliances, Mobile Communications, Air Conditioning and Energy Solutions and Vehicle Components. While each of these categories plays a unique role in consumers' lives, there are some...

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