All Analytics Interviews Brian Solis on Making Business More Human

Brian_Solis_on_making_business_more_human_-_Customer_Intelligence

While in New York for Integrated Marketing Week, All Analytics spent a few moments with Brian Solis to hear his thoughts how marketers can stay competitive in the new digital economy.  Brian Solis, author of What’s the Future of Business and principal analyst at Altimeter Group, advocates going back to the basics: what customers think, believe and share with others. That, he says, may be the key to marketing principal analyst at Altimeter Group, advocates going back to the basics: what customers think, believe and share with others. That, he says, may be the key to marketing success.

Solis asks marketers to use data to find more meaningful insights about customers and urges us to look beyond metrics like sentiment analysis and instead focus on the customer’s values, experiences and emotions. Armed with this information, he says businesses can become more meaningful, more human and have more impact in peoples’ lives.

So what can marketers do to make it happen? And what benefits will they see? Watch this short video for the answers to these questions and much more.

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  • Buzz Shaper

    Dear Brian, thank you for the energy you’re investing in teaching us about the importance of proper data analytics all these years. The future IS already written in the past so we only need to learn where and how to look for the answers. You made really good points in such a short video! I strongly believe, though, that the key factor in building business more human is not just predicting fans’ behavior, but focusing on those highly engaged people who share the same values and beliefs as we do. They will create the passionate word of mouth that could easily infect their peers too.

ABOUT ME

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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