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How did that happen?\u00a0 Oh well, might as well \u2013 so much to cover this week.First off, a little follow up from last week.\u00a0 I told you I was starting on dynamic journeys (well, have been having internal discussions for quite some time; I’m starting to put something together for it) and that I couldn’t share anything before.\u00a0 Well \u2013 here is a little something.Now, if you’ve ever seen a lot or a little of what I wrote before, you’re probably going to say \u201chmm\u2026 have I not seen this before somewhere from him?\u201d and the answer is \u2013 probably, but not on this format.\ud83c\udfbc Feeling unknownAnd you’re all aloneFlesh and boneBy the telephoneLift up the receiverI’ll make you a believer \ud83c\udfbcThe concept of unknown number of interactions making a journey, the concept of focusing on an interaction \u2013 not the journey, and the like for Greek letters and very confusing \u201cfunctions\u201d \u2013 sure, you\u2019ve seen that.\u00a0 As you likely recognize the predilection for breaking things down into smaller portions, using \u201ccute\u201d names, and black background with white font (which, in my opinion, looks distinguished).However, the breakdown of the interactions into four elements was a deep collaboration (meaning, he had the idea and I \u201cimproved\u201d on it) with View Raj Balasundaram from Emarsys. Apparently, he has been thinking about this for a while also and he did some work on the classification of events and actions.I agree that there are events that trigger decisions and decisions result in actions, I added the persona (which, truth be told he is not very keen on) to make it a bit more personalized and directly correlated with journeys. I think that it works well \u2013 don\u2019t you?But the main idea is that journeys can never be static in this model. Documented, static journeys are like the Thomas Guides maps of the 1980-90s, and dynamic journeys are like Google Maps (or Apple Maps \u2013 wait, not those\u2026. We mean for customers to get somewhere without being confused. Let\u2019s stick with Google).\ud83c\udfbc I’m taking a ride with my best friendI hope he never lets me down againHe knows where he’s taking meTaking me where I want to be \ud83c\udfbcWhile the Thomas Guides did get you from A to B, nothing saves you like Google Maps rerouting you in real-time to go around a closure or accident. Also, ever tried re-routing using Thomas Guides? You have to change pages! Google automatically repositions itself and sets a new route while making circles counterclockwise in his head with one hand, and clockwise in his stomach with the other\u2026. In other words, it works like customer journeys in real-life.\u00a0 You do what you want, it adapts to you \u2013 not the other way around.Second point \u2013 and I teased this one last week. I wrote on episode three about privacy how Google was missing the boat on that, and how we need to find a better model to preserve our privacy and work with organizations around that.Well, a mystery guest sent me a note saying he had something to say \u2013 so I said to myself, \u201cSelf, why not make a video?\u201d And I replied \u201cGreat idea self! Let\u2019s.”And we did.Here is 20 minutes\u00a0 (could\u2019ve gone way longer, trust me) about first- and third-party data and how we can improve that. My guest knows what he is talking about, trust me. It is a good conversation (and I mostly let him talk, that makes it even better).\u00a0 Who\u2019s the mystery guest? Have to watch it, I guess\u2026This content is hosted by a third party ( www.youtube.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew Window\ud83c\udfbc It’s time to face the consequenceFor delivering the proofIn the policy of truth \ud83c\udfbcAnd \u2013 finally \u2013 our third point. I debated internally what to make this, considering you spent some time on my content already, want to make it about someone else\u2019s content that I found interesting this week.How about two?The Nielsen Annual Marketing report has been making the rounds last two weeks and has some good stuff. First, and above anything else, calls for the \u201cera of adaptation.” Pretty cool title if you ask me, but that\u2019s why I am not in marketing (allegedly). Like that concept, but \u2013 main in the data part for me there is a very interesting tidbit. In section three, if you are following along in your readers, says\u201cMany marketers develop their omnichannel strategies to ensure that the customer buying experience is seamless across online and traditional store experiences. It\u2019s time for them to take that a step further so that they\u2019re thinking about creating seamless experiences for consumers from touch point to touch point\u2014not just at the point of purchase. It\u2019s a slight, but critical nuance, but it involves an array of layers of data and insight into understanding the full consumer journey\u2014even those that don\u2019t end in a sale.\u201dWhat?? Focus on something that does not give me money?? Why on earth??Let me ask you something\u2026 think about any relationship in your life: siblings, friends, SO, your choice. Now think about how you learned most about them and who they were, what made them go, what issues they may have had, etc. What was that time? How about those times you spent during camping trips with your siblings talking before they went to sleep? Or maybe the time you spent with your BFF just chatting about nothings? How about when you drove cross-country in four days in that beat-up car with your college roommate idling the time away with chatter?Any of those moments could be quantified as part of the relationship?What makes you think consumers are different? People are people, so why should it be \u2013 sorry, Depeche Mode moment there. But true, people are people. Whether they be consumers, customers, siblings, or BAE.Then, consumer consciousness. There are four Kolsky siblings, with me being the dumb one of course. One of the smart ones, my sister, works for Ipsos global and she sent me a recent report they produced on consumer consciousness.Pretty heady stuff, but then again \u2013 I don\u2019t look smart if I don\u2019t pretend that I read some of this stuff. Apparently, there is a mathematical formula created for understanding consciousness and by breaking it down we can correlate it to consumer insights that businesses need to deliver better experiences (the report does not say that my single-track mind did that correlation). In any case, the reason I bring this up is because there is a part of the report that says:\u201cIntegrated consumer data is not enough to create consumer consciousness. According to the Integrated Information Theory, a conscious network creates new information. That means that a conscious consumer system needs to use big data analytics, data science, smart curation, and advanced marketing modelling to find new, fresh consumer insights\u201dBoom goes the dynamite (one of my favorite clips in the world, never gets old, go to 2:25 if you don\u2019t have the patience \u2013 but the entire thing is just pure gold)Takes more than just integrated (or aggregated data) to understand consumers.\ud83c\udfbc It’s a competitive worldEverything countsIn large amounts \ud83c\udfbcListen now \u2013 time to connect dots\u2026Two weeks ago I wrote how cookies and tracking were going awayMy guest said the same today in the video aboveJust because we tracked the data and aggregated does not give us much without other elements like \u2013 best part ever \u2013 people who understand data and what to do with it, and people who understand more than data and how data plays in that world.Or \u2013 simply said \u2013 data won\u2019t give you much, if you don\u2019t know what you\u2019re doing with it.\u2018Nuff said \u2013 talk to y\u2019all next week. Please do let me know what you think of these video conversations and if you think maybe an audio only would be better? Or nothing at all? How do I continue these conversations?As always, hit me on LinkedIn or at the \u201cWorld\u2019s Worse Kept Secret\u201d that is my email address.Talk soon.  Consumers buy from sellers that make buying simple.Is your brand ready?Get started HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"04","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/04\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"14","item":"https:\/\/www.the-future-of-commerce.com\/2021\/\/04\/\/14\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"In a CX minute: Customer experience musings, April 14, 2021","item":"https:\/\/www.the-future-of-commerce.com\/2021\/04\/14\/april-14-cx-minute\/#breadcrumbitem"}]}]