These industry leaders are leveraging insights from big data to solve business problems and drive profitable customer action.
Big data is more than just a buzzword: It’s helping companies make big-impact business decisions based on customer behaviors, purchasing patterns, and preferences.
Not all organizations have the resources to invest in big data. But for those that do, the payoff can big significant. The trick, of course, is knowing which numbers to analyze, what can be predicted, how to use big data for your particular business needs.
Let’s look at five big brands that are leveraging big data successfully to drive profitable customer action.
How 5 big brands use big data
1. Amazon
Amazon’s free same-day delivery service, Prime Now, allows Prime members to shop for over 25,000 products that can be delivered to their doorsteps within two hours. How can Amazon accurately predict the specific wants of millions of people across the country at a given time to prepare local inventory for immediate delivery? Aside from efficient warehousing and logistics, the company uses data on purchase history to optimally locate and stock its warehouses. This strategy also helps to reduce the time inventory stays in stock, diminishing working capital requirement.
2. Starbucks
Have you ever wondered how two neighborhood Starbucks locations can both stay in business? The company examines data on local traffic, demographics, and customers to determine the potential success of a new location before expanding. Starbucks can then choose to open a new store where it would be most successful, even if it’s just a few blocks from one of their other locations.
3. Walmart
In preparation for Hurricane Sandy, Walmart analyzed historical sales data before expected inclement weather and found an uptick in sales of flashlights, emergency equipment, and — to everyone’s surprise — strawberry Pop-Tarts in several locations. The company has since leveraged timely analysis of real-time data to drive business performance. As Walmart Senior Statistical Analyst Naveen Peddamail told Forbes: “If you can’t get insights until you’ve analysed your sales for a week or a month, then you’ve lost sales within that time. Our goal is always to get information to our business partners as fast as we can, so they can take action and cut down the turnaround time. It is proactive and reactive analytics.”
4. Rolls-Royce
Rolls-Royce has implemented big data processes in three key areas of their operations: design, manufacture, and after-sales support. Each design simulation for one of their jet engines, for example, generates tens of terabytes of data, which computer systems analyze to determine the viability of the design. The company’s manufacturing systems are increasingly moving toward a networked, Internet of Things (IoT) industrial environment. And after-sales support is completely changed by big-data analysis. Expert engineers continually examine real-time analysis from sensors fitted to all Rolls-Royce engines and propulsion systems to diagnose faults and mitigate issues.
5. Capital One
Big data helps Capital One determine the optimal times to send particular customers certain offers. The team analyzes demographic data and spending habits of their customers to optimize their offerings, which has increased conversion rates on their offers and generated more leads from their marketing budget.
Content marketing can help your organization amplify its efforts to drive traffic, improve conversion rates, and increase sales.
A recent survey of over 4,500 marketers at organizations around the globe found that converting leads to customers (74%) and growing traffic to their websites (57%) were their companies’ top marketing priorities. Perhaps not surprisingly, these marketers also overwhelmingly reported that generating traffic and leads was their top challenge. Often our business priorities are the most difficult to achieve.
Content marketing is a form of inbound marketing in which businesses publish content to attract prospects who are interested in products in services like theirs. This marketing approach can be highly effective in growing brand awareness, generating leads, and increasing sales. In fact, according to the same survey, organizations using inbound marketing were four times more likely to rate their marketing strategy highly than outbound organizations.
Let’s look at one example from the warehousing sector.
Business was decent for Company X. It had experienced positive growth for over a decade, despite lacking a clear marketing strategy. But leadership started to wonder: Are we missing opportunities for growth?
Company X sought a multi-level digital marketing strategy that would help them increase web traffic, generate more leads, and convert prospects to customers. The team hired Fronetics to create and implement such a strategy.
After 24 months, the results were telling: Web traffic increased by nearly one-fifth (19%). Company X tracked 244 high-quality leads directly sourced from its new content marketing efforts. And new business grew by a remarkable 30%.
Content marketing was highly successful for Company X in achieving its business goals of driving traffic and new business. In fact, the organization realized many other positive benefits as well. You can read about more of them, as well as the strategy Fronetics used to get there, by downloading the case study below.
Want to increase traffic to your business’ website and generate more leads and customers? Have you tried content marketing? Here are a few resources to get you started.
A content marketing strategy helped one organization generate leads, increase web traffic, and drive sales and new business.
Why would my company blog? Do we really need to be on social media? What is a white paper, and who would read one that I wrote?
These are questions that many businesses in the manufacturing and warehousing space might ask. They don’t see or understand how they might benefit from content marketing.
TotalTrax might have asked the same sorts of questions several years ago. The company, which provides tracking technologies for manufacturing and warehouse operations, had experienced positive year-over-year growth for a decade. The website got decent traffic. Yet, there was a sense that there were many untapped opportunities for growth.
TotalTrax hired Fronetics Strategic Advisors to create and implement a content marketing plan to maximize the company’s digital presence. TotalTrax wanted to see results in the form of increased web traffic, new and better leads, and revenue. Fast forward 24 months, and that’s exactly what happened.
Content helped TotalTrax to achieve:
19% increase in overall web traffic
500% increase in traffic from social media
244 high-quality leads
30% net increase in new customers
10% growth in sales revenue
To learn more about how Fronetics helped TotalTrax maximize results from a digital and content marketing program, download our case study below.
Fronetics designed a content marketing strategy that helped the logistics software company realize increases in new business and sales revenue.
Your company is doing pretty well. You have a nice website and a social media account or two. And you’ve experienced year-over-year growth. Why would you do anything differently?
Just ask TotalTrax, a provider of real-time vehicle, driver, and inventory tracking technologies for manufacturing and warehouse operations. Despite a decade of positive growth, the company realized there were many untapped opportunities for new business. So the TotalTrax team hired Fronetics Strategic Advisors to create and implement a new, data-driven marketing strategy that could increase web traffic, lead generation, and brand awareness.
After a comprehensive audit of TotalTrax’s digital assets, Fronetics was able to recommend a course of action and implement a multi-channel content marketing program. The program included such steps as:
Creating a blog and posting regular targeted content
Consistently posting on TotalTrax’s social media accounts
Implementing paid search, email marketing, and other strategies
After just 24 months, TotalTrax realized significant gains in web traffic, lead generation and nurturing, and — most importantly — new business and sales revenue.
To learn more about how content marketing helped TotalTrax grow business, download our case study below.
Going green in the warehouse is no longer an afterthought, but a necessity to boost the bottom line. With the US Green Building Council reporting nearly 172,000 gross square meters being certified LEED (Leadership in Energy & Environmental Design) every day in the U.S., it speaks volumes about the widespread industry acceptance of sustainable design.
Once an afterthought, the “greening” of warehouses and distribution centers has emerged as one of the most effective tools to boost the bottom line. With so many external pressures on profit margins, energy savings have the potential to provide that much sought-after way out. Needless to say, we have moved well beyond simply dimming or turning off the lights (although not to be neglected).
If you have not considered such increasingly common green features such as white roofs to reflect sun light, prismatic lenses for skylights, solar panels, and high-efficiency lighting, you should know others are moving ahead.
A one-million square-foot distribution center in Fort Worth, Texas, for example, where temperatures frequently hit triple-digits, hardly needs to turn on the HVAC since the company installed an integrated fan control system, which uses 26 networked warehouse fans 24 feet in diameter. Designed to move high volumes at low speeds to cool indoor temperatures, it operates to the tune of 12% to 50% savings in heating and cooling costs.
Another example is the corporate campus of Somerset Tire Service in Bridgewater, N.J., which is constructed as a net-zero facility, by using a roof-mounted, 1.2 megawatt photovoltaic array. In less than five years, the system will have paid for itself.
And, to cite a third example, consider a recently completed building for Coca-Cola where clear glass brings in an abundance of natural light. In combination with integrated daylight tubes, which automatically reduce or turn off when the sensors determine there is enough ambient light, the facility can frequently operate without any artificial lighting.
Optimizing the building envelope and lighting solutions can yield as much as 40% in energy savings. Lighting is indeed the low-hanging fruit of going green, especially if your lighting system is pushing 20 years. Other common strategies such as dimming, occupancy sensing, and scheduling can be combined with more advanced lighting control strategies such as daylight harvesting (as in the Coca-Cola example), task tuning (light is adjusted depending on the needs of the space), demand response (light is adjusted at peak times based on signals from electric utilities), and specific software for energy management. These strategy combinations can save up to 70% in energy costs.
But let’s not forget that the good-old “location, location, location”. It’s ever-important as well.
One analyst put it this way: “Anytime you can reduce transportation distance, time, and costs for your network, you are also providing a green benefit… While there is much that can be done within a warehouse to save energy, optimizing the network is where some of the biggest bang for the buck can be found.”
When it comes to cutting energy costs in warehouses and distribution centers, where do you see the greatest potential for savings?
Fronetics Strategic Advisors is a leading management consulting firm. Our firm works with companies to identify and execute strategies for growth and value creation.
Whether it is a wholesale food distributor seeking guidance on how to define and execute corporate strategy; a telematics firm needing high quality content on a consistent basis; a real estate firm looking for a marketing partner; or a supply chain firm in need of interim management, our clients rely on Fronetics to help them navigate through critical junctures, meet their toughest challenges, and take advantage of opportunities. We deliver high-impact results.
This article is part of a series of articles written by MBA students and graduates from the University of New Hampshire Peter T. Paul College of Business and Economics.
David Chadwick is an MBA student at the University of New Hampshire with a background in retail store management and electrical engineering.
If technology continues to advance, humans may be obsolete in the supply chain as a result of both automation and RFID utilization. Both technologies have been introduced into the supply chain over the past decade, resulting in a major shift in performance and costs. While automation is a process which can navigate product throughout facilities, RFID can improve efficiency dramatically as well as being the major driver for the elimination of human involvement in the supply chain.
RFID (Radio Frequency Identification) is a form of extremely low-power data communication between a RFID scanner and an RFID tag. The tags are placed on any number of items, ranging from individual parts to shipping labels. The RFID tag itself consists of a microchip and antennae, usually without a battery to power it. The tags can be printed using special printers, which wirelessly load the identifying information to the tags. The information on the tags can be used for a wide variety of tasks. When an item goes through the RFID scanners, information is read from the tag, which could include any amount of information, such as:
Order ID number
Product bin location
Order status
Serial numbers for individual product components
Location logs
The information is not limited to just holding ID and serial numbers. Since the information can be updated and transferred through any RFID receiver when in range, it can be joined with other software to update databases, send information online, and more. The amount of information that RFID can provide can be matched with order management systems to track shipment and stock locations automatically as the products move through warehouses and trucks. Powerful receivers can also track the exact location of products within a warehouse in real time, instead of relying on time and location logs to determine the location. This has been a major benefit to UPS, who’ve had RFID tracking chips in their warehouses for over ten years.
The largest problem facing supply chain management today is the potential for the occurrence of devastating errors. These errors could lead to trucks leaving product behind, not stocking to capacity, losing product, or delivering to the wrong locations. There are numerous reasons for such errors to occur, but the most common factor in their inception is human error. Much of the errors faced result from manual inspection and control over product flow in warehouses by humans. Many systems still operate using written data tables and checklists, which can be written incorrectly. Despite major advancements in technology over the past decade, the digital world is being sourced by analog supply chains. This is an aspect which RFID control can create beneficial change.
RFID can lead to completely autonomous warehouses and distribution centers. This can be seen in current warehouses with high levels of automation, where picking machines transport bins of product to a central sorting area to be boxed, before returning to their location. Zebra uses this technique to ensure product location accuracy as a means of reducing lost merchandise. Zebra places a great deal of importance on product visibility and transparency as well as accuracy in locations. Implementation of RFID into this system can ensure that both the correct product and the correct quantities of product are collected at both points, thereby eliminating errors seen in traditional analog supply networks. Coupled with the potential for self-driving trucks and the ever expanding internet of things in the cloud, product information can be tracked at all stages of shipment and storage, increasing accuracy, efficiency, and accountability. Where warehouses and receiving departments had to endure a certain amount of shrinkage of products in the past, a fully utilized RFID-enabled supply network can determine exactly where product is at all times, ensuring that theft is discovered immediately and enforced.
While the reduction of human interaction in the supply chain and warehouses in general can be eliminated with enough technology, it is uncertain to what degree this technology will be implemented in all aspects of supply chain management. While there are huge benefits to operating in such a system, the major negatives include high initial costs and restructuring costs associated with implementing this network into existing, analog networks. Humanity may not be completely removed from the supply chain in the future, but this technology, as well as more advanced techniques for automation, will increase the efficiency and reduce the costs required to operate these newer supply chains dramatically while significantly reducing errors and inefficiencies.
