Creating empowered customers via digital products SW 3.0.pdf
The course leader is Dr Susan Wakenshaw
First run of the full course is expected in September with taster sessions in June.
The world is moving towards distributed data - where data is not in a centralized system but distributed across multiple partners and multiple businesses, including individuals. The UK is set to pass the smart data bill - mandating businesses that hold consumer data to be able to return to customers and their agents to create more value.
As a result, digital products (applications, websites etc) are changing with more data being collected and used in a distributed fashion in ecosystems. This requires the mindset shift for product designers, engineers and marketing specialists. This is an opportunity to create competitive advantage and increase Customer Lifetime Value with better customer engagement. How to generate the engaging audience is the challenge to be addressed.
Traditionally websites and applications are built in a centralized fashion. Solution designers and engineers optimize systems for efficient computation rather than multi-party data flows. The result is a rigid architecture that requires more governance and rules, increasing the cost of compliance. In a distributed data world, digital products are able to directly engage with consumers in a far more personalised manner when data is distributed across partners, which means marketing and product designers have to work more closely than ever and engineers have to use different kind of architectures from the standard ones.
This course enable product designers, engineers and marketing professionals to come together and understand the mindset shift and how to modify existing products and innovate in a world of distributed data to generate engaging audience.
Instructors:
Dr Susan Wakenshaw and other guest lecturers
The course focuses on development of digital products (Applications, websites, platforms) to generating engaging audiences through enhancing customer experiences. This three week programme incorporate both tutorial sessions and practical case studies.