Commoditization pressures and shifting consumer expectations have inspired many companies to use data and analytics to enrich their core products and services, a phenomenon that we call “wrapping”. Companies wrap offerings with information to differentiate them and to add value to customers, which increases product- or service-related outcomes that include price, sales, and loyalty. The best companies build distinctive competencies for wrapping. This panel will investigate the competencies found in high-performing firms—and identify effective ways that firms are coordinating and structuring to accommodate this emergent approach for driving value from the firm’s data assets.
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