Download the full report here "Cutting Through Chaos in the Age of Mobile Me".
Ninety percent of mobile users highly value personalized mobile experiences. In order to deliver these experiences one must have real-time data collection, analytics, personalization engines and mobile applications capable of supporting real-time personalization. One must also have an operational tempo within their IT systems and business processes capable of supporting real-time. These capabilities make possible innovative new business processes that provide significant competitive advantages for businesses that embrace them.
Delivering a personalized experience, however, requires data and lots of it. We have identified three key information rich sources of this data we call 3D-Me data sources:
- Digital – online activities, preferences, sentiment and profiles
- Physical – data collected from IoT sensors (on vehicles, buildings, equipment, wearables, smartphones, etc.)
- Personal – user preferences, roles, jobs, skills, locations, etc.
Personalized experiences are not the whole story. End users want contextually relevant personalization. Personalization becomes relevant when you add time, context and location to it. Sending me an SMS alert that my local coffee shop is offering my favorite hot drink at a 50% discount for the next 45 minutes is not relevant if I am on the other side of the country. Relevant personalization requires the use of data triggers that identify contextually relevant opportunities, moments and environments (CROME). CROME triggers are bits of data that provide context, which can be used to provide relevant personalization at a specific time and place. Think geo-fencing jobsites.
These CROME triggers provided the data that when analyzed, understood and integrated with relevant personalization engines, can optimize the user's experience and productivity on the job.
CROME triggers can automatically deliver the right content at the right time. They can be connected to tasks, jobs, timesheets, etc. There are at least six tasks/challenges when implementing a CROME strategies:
- Identify the required CROME triggers
- Understand the meaning of each CROME trigger
- Understand where and how CROME triggers can be placed, collected and transmitted
- Monitor and analyze CROME triggers in real-time
- Connect specific CROME triggers to specific personalization options and business value
- Provide CROME powered personalization in mobile experiences
The implementation of 3D-ME enabled data and personalization strategies and CROME triggers, all supported by IT systems and business processes running at real-time operational tempos will help companies deliver to the highest expectations of mobile users today and tomorrow.
Download the full report here http://www.cognizant.com/InsightsWhitepapers/Cutting-Through-Chaos-in-the-Age-of-Mobile-Me-codex1579.pdf.
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***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and digital transformation analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.