The Paradigm Shift in Customer Analysis: Marketing or IT-Driven?

Abstract

Customer behaviour has been regularly analysed on the background of different theories. However, when systemizing the various approaches it becomes apparent that the distribution of customer knowledge is consistently presumed to be in favour of the customer side. Yet, ongoing technological advancements—e.g. with the Internet of Things—enable the companies to track customer journeys in a direct and automated manner by collecting data at various touchpoints and thus, shifting the distribution of knowledge in favour of the supplying companies. On this basis suppliers construct dynamic buying profiles, which can ultimately detect latent preferences of which even the customer himself may not be aware. This approach, where the customer is tracked by the supplier on the basis of his digital footprint we may call “Homo Digitalis”, does not need a theoretical explanation. Instead, marketing tools are increasingly enrichened with Artificial Intelligence based applications, ultimately allowing marketing campaigns to be personalized and automated to an unprecedented manner. Consequently, this moves IT-people to a highly prominent position. We will discuss, if e.g. marketing questions lose their impact in the new world of the Homo Digitalis. Perhaps, Marketing and IT have to cooperate to accelerate new solutions. Answering these questions will depend on the people that have to work together following the motto: “Systems make it possible, people make it happen.”