Page 69 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 201569want, hope and need from your cultural product or service can easily secure you digital success.enhancing the sensation of contact and care after the sale.Image credit: cdn.bitbang.com10Technology today undoubtedly provides the comfort of achieving this information in a simple manner. The challenge, I will again stress, lies in developing a digital strategy that allows and channels this information into creating a unique experience for each person.Information gleaned from people’s activity on social networks must undoubtedly also be borne in mind:Especially in the more advanced stages where gauging satisfaction plays a major role, therebyImage credit: cdn-static.zdnet.com11It is therefore necessary to build the relevantinformation into big data related to:• People’s types of interaction.• What their buying preferences are.• What their buying preferences have been and if they are different to those they indicate as future buying preferences.• How they have experienced the buying process.We increasingly find that people share the key points in the purchase process; this raw material is of primary importance in allowing us to carry on adapting to what people need.Marta Rodríguez