Improving customer experience with Augmented Analytics in Luxury Goods Industry
Chertier, Valentin (2019-06-03)
Improving customer experience with Augmented Analytics in Luxury Goods Industry
(03.06.2019)
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
suljettu
Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe2019062822308
https://urn.fi/URN:NBN:fi-fe2019062822308
Tiivistelmä
Analytics tools such as Augmented Analytics play essential role in the era of Big Data. The role of analytics is to provided end users with best insights from data generated over online and physical environment. The research performed over this paper has been based on numerous number of scholar to explain the topics involved. With the digitalization of luxury goods industry over the past year, an introduction on the current challenges has been conducted including the “hottest” topic in the era of Big Data, Artificial Intelligence and Customer Experience.
The luxury industry is facing numerous changes, with firstly the transition from brick-and-mortar strategy to a new focus on e-commerce opportunities. Over this research, we tend to understand the role of analytics and artificial intelligence in the improvements of customer experience. Several topics have been explained in order to support the researcher purposes. In the first part, literature review describes Augmented Analytics, Digitalization of luxury goods industry, Voice of Customer analysis, Natural Language Processing and General Data Protection Regulation. Moreover data were collected in an organization supporting several luxury brands which help to assess the literature review and find the relevance of the subjects in real life.
The general Findings of the study shows that the integration of Augmented Analytics and Natural Languages Processing allows to have in-depth insights of data collected and gives the opportunity for non-scientist experts to explore and understand key findings to pilot their activity. These technologies go along with the digitalization of the luxury brands and could answers their needs to foster data management, in a context where data is increasing exponentially. Finally, analytics tools are discussed over the new era of GDPR compliance.
The luxury industry is facing numerous changes, with firstly the transition from brick-and-mortar strategy to a new focus on e-commerce opportunities. Over this research, we tend to understand the role of analytics and artificial intelligence in the improvements of customer experience. Several topics have been explained in order to support the researcher purposes. In the first part, literature review describes Augmented Analytics, Digitalization of luxury goods industry, Voice of Customer analysis, Natural Language Processing and General Data Protection Regulation. Moreover data were collected in an organization supporting several luxury brands which help to assess the literature review and find the relevance of the subjects in real life.
The general Findings of the study shows that the integration of Augmented Analytics and Natural Languages Processing allows to have in-depth insights of data collected and gives the opportunity for non-scientist experts to explore and understand key findings to pilot their activity. These technologies go along with the digitalization of the luxury brands and could answers their needs to foster data management, in a context where data is increasing exponentially. Finally, analytics tools are discussed over the new era of GDPR compliance.