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<br /> Algorithms or brand. Develop the market with predictive analytics. Integrate<br /> Big and Thick Data. Painting with data. Why you click on the Internet.<br /> – creating the<br /> brand communities<br /> of tomorrow<br /> communication magazine #4 2016<br /> Learn to<br /> talk to<br /> your data<br /> 02 Smarter Communication www.postnordstralfors.com<br /> Smarter<br /> Communication<br /> with new solutions<br /> D<br /> own the years, our com- what works best – physical or digital<br /> munication solutions communication.We take a closer look<br /> have helped various kinds at Neuroscience, a new method that can<br /> of c<a title="SCM-4-2016-EN page 1" href="http://viewer.zmags.com/publication/bc74bd2f?page=1"> Algorithms or brand. Develop the market with pred</a> <a title="SCM-4-2016-EN page 2" href="http://viewer.zmags.com/publication/bc74bd2f?page=2"> 02 Smarter Communication </a> <a title="SCM-4-2016-EN page 3" href="http://viewer.zmags.com/publication/bc74bd2f?page=3"> 03 Brand or algorithms? What does your brand mea</a> <a title="SCM-4-2016-EN page 4" href="http://viewer.zmags.com/publication/bc74bd2f?page=4"> 04 BIG Companies that use Big Data in the</a> <a title="SCM-4-2016-EN page 5" href="http://viewer.zmags.com/publication/bc74bd2f?page=5"> DATA 05 Porträtt- bild?? – your best business p</a> <a title="SCM-4-2016-EN page 6" href="http://viewer.zmags.com/publication/bc74bd2f?page=6"> 06 these with data from o</a> <a title="SCM-4-2016-EN page 7" href="http://viewer.zmags.com/publication/bc74bd2f?page=7"> GETTING STARTED WITH BIG DATA Anders Elbak’s thre</a> <a title="SCM-4-2016-EN page 8" href="http://viewer.zmags.com/publication/bc74bd2f?page=8"> 08 </a> <a title="SCM-4-2016-EN page 9" href="http://viewer.zmags.com/publication/bc74bd2f?page=9"> 09 See people of flesh a</a> <a title="SCM-4-2016-EN page 10" href="http://viewer.zmags.com/publication/bc74bd2f?page=10"> 10 they should develop models of smartph</a> <a title="SCM-4-2016-EN page 11" href="http://viewer.zmags.com/publication/bc74bd2f?page=11"> BIG DATA → Quantitative data that is obtained fro</a> <a title="SCM-4-2016-EN page 12" href="http://viewer.zmags.com/publication/bc74bd2f?page=12"> 12 PREDICTIVE ANALYSIS </a> <a title="SCM-4-2016-EN page 13" href="http://viewer.zmags.com/publication/bc74bd2f?page=13"> 13 CUSTOMER INSIGHT AND SEGMENTATI</a> <a title="SCM-4-2016-EN page 14" href="http://viewer.zmags.com/publication/bc74bd2f?page=14"> 14 S kofabrik</a> <a title="SCM-4-2016-EN page 15" href="http://viewer.zmags.com/publication/bc74bd2f?page=15"> Hans Stenberg, Global Acount Manager vid PostNord</a> <a title="SCM-4-2016-EN page 16" href="http://viewer.zmags.com/publication/bc74bd2f?page=16"> 16 What makes you click – web psycholo</a> <a title="SCM-4-2016-EN page 17" href="http://viewer.zmags.com/publication/bc74bd2f?page=17"> 17 Why do you click on some things </a> <a title="SCM-4-2016-EN page 18" href="http://viewer.zmags.com/publication/bc74bd2f?page=18"> 18 The most important thing to ensure is </a> <a title="SCM-4-2016-EN page 19" href="http://viewer.zmags.com/publication/bc74bd2f?page=19"> Heuristic and problem solving → A heuristic is an</a> <a title="SCM-4-2016-EN page 20" href="http://viewer.zmags.com/publication/bc74bd2f?page=20"> 20 Meaningful business produces digital winners </a> <a title="SCM-4-2016-EN page 21" href="http://viewer.zmags.com/publication/bc74bd2f?page=21"> Eye scanning is on the increase In future it may </a> <a title="SCM-4-2016-EN page 22" href="http://viewer.zmags.com/publication/bc74bd2f?page=22"> 22 Insights </a> <a title="SCM-4-2016-EN page 23" href="http://viewer.zmags.com/publication/bc74bd2f?page=23"> 23 “The key to reaching modern customers is relev</a> <a title="SCM-4-2016-EN page 24" href="http://viewer.zmags.com/publication/bc74bd2f?page=24"> 24 Anima</a> <a title="SCM-4-2016-EN page 25" href="http://viewer.zmags.com/publication/bc74bd2f?page=25"> 25 e-trader of the year in 2015. </a> <a title="SCM-4-2016-EN page 26" href="http://viewer.zmags.com/publication/bc74bd2f?page=26"> 26 Physical or digital communication – whi</a> <a title="SCM-4-2016-EN page 27" href="http://viewer.zmags.com/publication/bc74bd2f?page=27"> 27 NEUROMARKETING → Neuromarketing is a fie</a> <a title="SCM-4-2016-EN page 28" href="http://viewer.zmags.com/publication/bc74bd2f?page=28"> 28 </a> <a title="SCM-4-2016-EN page 29" href="http://viewer.zmags.com/publication/bc74bd2f?page=29"> Karin Nilsson, senior market analyst at PostNord </a> <a title="SCM-4-2016-EN page 30" href="http://viewer.zmags.com/publication/bc74bd2f?page=30"> Algorithms pose a challenge to brands</a> <a title="SCM-4-2016-EN page 31" href="http://viewer.zmags.com/publication/bc74bd2f?page=31"> "Be more data-driven in your marketing. Test and </a> <a title="SCM-4-2016-EN page 32" href="http://viewer.zmags.com/publication/bc74bd2f?page=32"> NETFLIX: → US company Netflix started in 1997 with</a> <a title="SCM-4-2016-EN page 33" href="http://viewer.zmags.com/publication/bc74bd2f?page=33"> 33 The streaming company Netflix studies</a> <a title="SCM-4-2016-EN page 34" href="http://viewer.zmags.com/publication/bc74bd2f?page=34"> 34 Painting with data Statistics can be used for </a> <a title="SCM-4-2016-EN page 35" href="http://viewer.zmags.com/publication/bc74bd2f?page=35"> 35 Giving customers’ data back to them</a> <a title="SCM-4-2016-EN page 36" href="http://viewer.zmags.com/publication/bc74bd2f?page=36"> Check your health via your mobile Big Data link</a>