Data are the raw material for the 21st century: one needs to best qualify, objectify, and use them for maximum target group knowledge
In the era of big data, the challenge is to generate maximum target group knowledge on the basis of all useful marketing information available with the purpose of profitable use.
Consumption patterns have been changing drastically within the past decade with no end of change in sight. Internet purchases are made from the comfort of the living room sofa with delivery at work. The reason is the digitalization of our daily routine with digital mobility being a crucial factor. Digital mobility allows for everybody to virtually move everywhere, almost anytime, from anywhere. In doing so, virtuality and reality do approach each other, but do not merge: they co-exist. Mankind, however, lives in one world only.
Businesses and their marketing thus face the immense challenge of verifying, organizing, and analyzing the data overload (B2C as well as B2B) resulting from digitalization in a manner, that these data can be used for optimum market development, both target group specific and economically effective. With space and time being the new future marketing factors, certain answers and questions tend to become insufficient:
- WHO Which persons or businesses with which characteristics and which demand?
- WHAT What products, services, offers, conditions?
- HOW Via which communication or sales channels?
Therefore, one should also ask and answer the following questions:
- WHERE Which area, which location, which building, which route? AND
- WHEN Annually, monthly, weekly, daily, at what time?
infas 360 has set itself the task to answer these questions for businesses and their target groups in the best way possible by relying on data to describe as realistically as possible the people's living environment (B2C) such as accommodation, work, being on the road (mobility), and leisure as well as the businesses themselves (B2B), i.e. sites, availability etc.