The story of digital is really about consumer empowerment and individualism. Consequently, understanding consumer behaviour such as motivations, attitudes, purchasing patterns, triggers and ‘turn-offs’, has become the make or break of today’s brands. The success of Amazon or Alibaba is not accidental. Both businesses staked their future on cracking the code of consumer engagement through smart use of customer data.

Machine Learning, which leverages algorithms to detect patterns in vast volumes of consumer data and actually learns from it, gives businesses opportunity to gain competitive advantage, provide better service, stronger business performance and faster operations. We’re now at a point where we’re moving from ‘understanding’ to ‘predicting’ behavioural patterns. This is an exciting time, and there is even more disruption on the horizon.


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i Prospect

Based on interviews with 250 of our global clients, including FTSE 100 and Fortune 500 companies, this white paper outlines the priorities, trends and actionable takeaways brands need to succeed in 2018 and beyond.