The New Consumer Contract, with Erich Joachimsthaler of VIVALDI

Today’s guest is Erich Joachimsthaler, VIVALDI CEO and author of The Interaction Field (among others). Since his time at university, Erich has spent his career chasing the intangible value of a brand, far beyond sentimentality and logo recognition. In his latest book, Erich lays out the true intangible value brands can leverage — new digital business models that go beyond delivering great products and services. He shared why brands must enter into a new “Customer Contract” with consumers, one in which they work to solve problems faced by society, not the market.

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Light at the End of the Tunnel: How Dark Stores and Micro-Fulfillment Centers are Revolutionizing the Retail Supply Chain

As the well-worn proverb says, “necessity is the mother of invention,” the pandemic hit retail spaces particularly hard, pushing consumers to use ecommerce more as social and safety protocols increased. While there may be more stores open now, shoppers have found that the convenience and speed when ordering items online is invaluable even long after the protocols have gone.

To take advantage of this, retailers have turned parts or all of their spaces into “dark stores,” which act much the same way a warehouse or fulfillment center would. The opportunity then arises for retailers to not only leverage a wealth of direct consumer data from these types of transactions, but also provide greater personalization and localization services. This itself sets off a bevy of offers and angles from which to engage their customers.

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Podcast Episode 26

Data Deep Dive, with Affinity Answers

November 2020

Sree Nagarajan

Josh Raper

Jack Klues

AVAILABLE ON:

Marketers are constantly struggling to take the oceans of data at their disposal and figure out what to do with it. Adding to the challenge are data privacy laws like GDPR and CCPA, which threaten to turn brands’ first-party data from an asset to a liability. To provide our listeners with some clarity on the subject, we spoke with Affinity Answers, a marketing data science company that focuses on identifying and activating the right data for brands.

 

Sree, Josh, and Jack of Affinity Answers discussed the difference Deterministic vs. probabilistic, offered tips for working with data scientists, and stressed why marketers should pivot their data focus from “knowing” to “understanding.”

 

The ANA Marketing Futures Podcast is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Charles Cantu, Founder and CEO of RESET DIGITAL, the Marketing Futures podcast looks to demystify emerging trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

Podcast Episode 26

Data Deep Dive, with Affinity Answers

November 2020

 

AVAILABLE ON:

Sree Nagarajan

Josh Raper

Jack Klues

Marketers are constantly struggling to take the oceans of data at their disposal and figure out what to do with it. Adding to the challenge are data privacy laws like GDPR and CCPA, which threaten to turn brands’ first-party data from an asset to a liability. To provide our listeners with some clarity on the subject, we spoke with Affinity Answers, a marketing data science company that focuses on identifying and activating the right data for brands.

 

Sree, Josh, and Jack of Affinity Answers discussed the difference Deterministic vs. probabilistic, offered tips for working with data scientists, and stressed why marketers should pivot their data focus from “knowing” to “understanding.”

 

The ANA Marketing Futures Podcast is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss and debate the future of marketing, and business in general. Hosted by Charles Cantu, Founder and CEO of RESET DIGITAL, the Marketing Futures podcast looks to demystify emerging trends, share different perspectives on critical economic issues, and help marketers and business owners focus on what matters most: growing their brands.

About ANA Marketing Futures

Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.

 

ANA Marketing Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Marketing Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.

 

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Contact

10 Grand Central

155 E 44th Street

New York, NY 10017

Phone: 212.697.5950

Email: marketingfutures@ana.net

 

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