There is a data set that leaders and decision makers can use to help them understand the emotions, motivations and preferences of customers. This information can clearly explain why customers are doing the things they are doing, it is easier and cheaper to analyze than big data analytics and it is much more actionable. It is called “Emotional Data.” Many leaders and decision makers get frustrated with big data analytics when it comes to problem solving or understanding their customer because it only measures the who, what, when, where and how and forces them to guess as to the reason for those outcomes. What big data analytics can’t answer is WHY. Answers to tough business questions like: “WHY are customers doing business with us?” “WHY are they hiring our competitors?” “WHY is our new product not selling the way we thought?” are not able to be answered using traditional or big data analytics. When you understand the WHY you can more accurately understand your business and your customers and then even to a great degree predict what they want or what they are going to do in the future.
In this presentation Grant Gooding will explain the differences between Emotional Data and big data and how Emotional Data can be used to answer your toughest business questions. He will also explain how to use Emotional Data in conjunction with big data analytics to better track the behaviors associated with the attitudes of customers. Additionally, Grant will demonstrate how the brain works to gather, store and recall Emotional Data and how to use the brain’s natural processes to provide you and your organization with a psychological competitive advantage over others in your industry.