CMO Ken Herron Tips for Surfacing Actionable IoT Data Insights

#News(General) [ via IoTForIndiaGroup ]

Q: How do you think IoT/device data will impact marketing strategies going forward?
Ken: IoT device data, specifically the conversational analytics from customers talking to your products — whether it’s through software (e.g., intelligent IoT messaging) or hardware-based (e.g., smart speakers) voice solutions — reveals radically new insights about your customers.

We can now know who our customers are — a watershed moment for companies who sell physical products through retailers and distributors.

Here’s an example: Your company makes dishwashers. With IoT device data, you don’t just know who your customer is (by name!), but you know how, when, and how often your customer uses your dishwasher, including how happy they are when they’re using it and what they wish your product would do next. The real magic is that with intelligent IoT messaging you have the ability to communicate with customers on demand.

Q: As a CMO, how are you and your team currently utilizing IoT/device data in your marketing efforts?
Ken: My team is a little different. Our product, UnificationEngine®, is intelligent IoT messaging, so our highest ROI marketing effort is helping our customers to use the IoT device data our software provides them.

We use our customers’ IoT device data to show them where their customers aren’t satisfied — identifying both product problems and product gaps (not every customer is going to send you a detailed email telling you what they like and don’t like about your product and why). This IoT device data marketing strategy consistently decreases costs, increases revenues, and delights customers.

So, for my team, being able to show customers how using our product makes their customers love them is our most powerful IoT device data marketing.

Q: What challenges and opportunities have you encountered with IoT/device data, and how have you worked to overcome them?
Ken: The challenge with IoT device data is our natural temptation to track everything. It goes back to focusing on what it is you want to achieve. Just because you can track something, doesn’t mean you should. IoT device data gives us real-time insights into the problems we know about and (even better) reveals the problems we didn’t even know we had

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