A pragmatic, visionary perspective —–
Big Data Analytics is being discussed today as a new, multi-purpose solution to many 21st century business challenges. It is touted as a tool for creating and sustaining competitive advantage but like all tools, you need to know how to use it effectively in order to get maximum results with it.
In a traditional environment, you might have someone going to a convention center or stadium for an event within a municipality. Once that event is over, the potential customer for other establishments in that area becomes a “lost customer” because they “go down the road” to some other bar or restaurant instead of sticking around and visiting other local businesses.
If we can employ several special apps to send complimentary passes or other enticements to the edge technology, we can effectively “capture the lost customer” and keep them within the one enterprise zone to spend their money there.
Just like on a resort, once you are there, the resort owners want you to stay on the property and spend all your money with them and not go “down the road.” The same idea applies here only it is a “virtual resort” created by electronics.
CREATING A VIRTUAL RESORT EFFECT
The use of new analytics is critical in many business operations and more organizations are starting to look at what type of platforms they need to implement in order to take full advantage of this as the Internet of Things (IoT) evolves.
In today’s world economy, regional sustainability relies on several key factors:
• Jobs (and the re-circulation of salaries)
• Education (a well-trained workforce)
• The political/ commercial atmosphere (government and business working together to insure a solid economic environment)
• Natural/ Man-made resources
All of which, rely and are built upon infrastructure: the Platform for Commerce.
What needs to be understood in this complex economic engine is the impact of Intelligent Infrastructure. It provides the platform for Big Data Analytics as well as the utilization of new edge technology (Smartphones & Tablets) in collecting demographic information, actively cross-marketing products and services to a local universe of Smartphone users, and the notifications of special promotions. (ePromotions)
There is a whole new framework to understand as well as implement when it comes to supporting Smartphones and their apps that provide new services to the end-user as well as new marketing services to those businesses that want to “capture the lost customer” in multi-venue environments.
A multi-venue environment might be an Intelligent Retail/ Entertainment/ Convention (IREC) center complex where the Smartphone user might be attending one event or venue, but can be drawn to another venue to spend more money and time by being sent eCoupons, eDiscounts, and other electronic offers which entice them to visit another venue within the umbrella of the “electronic resort”.
By tying the edge technology together with Big Data Analytics, a very sophisticated marketing approach can be implemented and used to fortify regional economic development and create economic zones that benefit the businesses as well as the municipalities.
The location becomes more valuable because the extra business that it generates through this “virtual resort effect” creates more revenues which is important to the local businesses as well as the municipality (which receives added sales tax revenues) also benefits.
CARLINI-ISM : “Creating a virtual resort that captures the Lost Customers and their spending power creates a more valuable enterprise zone for multiple merchants, business venues, and municipal governments.”
Carlini will present some of these proven concepts from his book regarding Big Data, cross-marketing apps, and the impact of creating a virtual “Electronic Resort” effect within a regional economic area at an upcoming monthly event, the Technology Leaders Association of Illinois in April.
His visionary and comprehensive book, LOCATION LOCATION CONNECTIVITY is available at AMAZON:
and BARNES & NOBLE online:
He will be speaking at several upcoming conferences across the country later this year including the Windy City Summit (a major conference on Treasury and Cash Management) at Chicago’s Navy Pier on May 20th-22nd.
Follow daily Carlini-isms at www.TWITTER.com/JAMESCARLINI
Copyright 2015 – James Carlini – ALL RIGHTS RESERVED