The most heard question in the corridors of companies is: How do consumers behave? In the marketing, sales, and management departments, with team leaders and all areas where our core business goes to a final consumer.
Inside the heads of market analysts, we thought that we could encapsulate our audience in specific segments and niches, but as time goes by and more and more technologies are developed, companies realize that the process of listening to our clients, covers multiple disciplines and many sources of information, and most importantly, our consumers are unique and unrepeatable.
In the race against the time that companies and organizations live daily, not only as companies that provide a service but also as consumers, living an experience that is much more adapted to a true essence, to a real need and the expected expectation as a buyer, is it becomes the only real and indisputable objective to reach the goal.
Consumer behavior is based on multiple different factors that intervene in making decisions to acquire a particular service or product. Its analysis provides feasible purchase prediction tools, however, from the psychology and sociology of the consumer, the tacit contact with the purchaser occurs through subtle digital actions, possibly a little more understandable for Mathematics and statistics and, in the context of analysis and prediction, is where data mining and BigData play a fundamental role for said analysis.
Data mining has the ability to analyze huge amounts of information, which includes a set of techniques and technological tools capable of making the sea of data useful. Through data mining data is analyzed and transformed into decisive conclusions for decision-making about consumer behavior, predicting the consumption behavior of those who buy, the use they give it, and also the reason for the choice. Before, companies concentrated their efforts on mass dissemination in an attempt to target consumers for their ability to stand out. Nowadays, and with a permanent Internet connection, consumers are looking for a valuable message with particular relevance, in other words, personalized content and products that are explicitly designed directly for the person who receives them.
In addition to this new amount of data managed by the marketing areas and their users, the new expectation around the experience and the anticipation of converting the real wishes of buyers, strategy developers find themselves at a crossroads, as these data are infinite volumes, not just static volumes, and that they grow by a thousandth of a second, and are stored in many information systems and multiple formats. Consumer information is difficult to access, find, and analyze, and it is where having a tool capable of not only searching but also finding information, is essential to achieve management objectives.
Enterprise search is the technology that offers us an experience similar to internet search engines that helps us search and locate exact consumer data, in any format or location. With business search, data from information sources such as email, digital files, information systems (ERP, CRM, HCM), websites, intranet, and file management systems (document managers), come to life, giving analysis tools the real information to find the behavioral responses of customers, the audience or buyers.
Between the business search and the data analysis of the mining and Big Data, in order to know the consumer, it will not only be a task that is carried out subjectively but also transcends being able to deliver a product according to the need that has each of the consumers, a striking message and providing an experience that meets their expectations.
In conclusion, when we talk about delivering a precise product to consumers and customers and delivering a powerful message to the audience, the nature of the company or the product does not matter, what really matters is understanding who that audience is in order to define the particular strategies for each of them—knowing whom to talk to, and what type of consumer or client, is a challenge that companies must face in business search and analytics. The real difference and leadership within the categories are achieved by giving the true relevance to the data, which is where the real answers are.