Page 68 - AC/E's Digital Culture Annual Report 2015

Cultural business models on the Internet68how to use all information on people to create a dialogue.changes in the sector. This article reveals how more than 50% of the responses to studies on trends in digital strategies name big data as a priority for the next three years.Source: article “Deliver an Excellent Customer Experience Using Big Data”I firmly believe that getting digital strategies to develop and get off the ground involves working with all the information that is generated, making it work for the company in order to achieve a twofold aim:• Keep up the dialogue.• Ensure each person has a unique experience in their contact with the company.According to the article “Deliver an Excellent Customer Experience Using Big Data”,8 being able to obtain information directly from people and working with this information to offer them what they need is crucial in any digital strategy.We read how 78% of companies with digital strategies use big data to boost their number of customers, but also to be able to understandImage credit: blogs.cisco.com9There is no doubt that big data helps improve the experience of everyone who comes into contact with us, provided that the approachis based on understanding their motivations, fears, opportunities and challenges, as I have explained previously, instead of thinking about our products and services.In companies in the culture sector, the challenge of knowing how to exploit the potential of big data and turn it into information that can be employed usefully in creating a dialogue and in creating a lasting relationship makes full sense.In the culture sector there is a very important emotional component that is visible in practical- ly all the phases of the funnel and in practically all the phases of the buyer’s journey; being capable of using the information that is progres- sively obtained in order to offer what peopleInbound for the cultural world