The big data dilemma
Many brands today end up in what Christian refers to as the “big data dilemma”. Basically, they have vast amounts of data and spend time and resources trying to make value out of that data inside the organization, often without a clear objective in mind. To Christian, a particularly intriguing aspect of B&O is that in this organization, the big data dilemma is in many ways reversed. “We know exactly what data we need, we just don’t have all of it. We know what we want to use it for, which contrasts to some of the companies I have worked with in the past”, he says. “We are looking at applications where we up until now have lacked the data to optimize the experience for customers. We need to capture this data, and that is part of the journey we are on.” Capturing more relevant data and moving closer to customers are the two intertwined parts of B&O’s digital journey, and Christian is convinced that the combined results of this endeavor will present many new opportunities for the company. “We are going to be able to open new doors simply by providing a better and more informed logic into B&O, so we can make better and faster decisions and ultimately conquer new markets,” he explains. In fact, B&O’s journey into new and exciting markets is already well under way. In the past couple of years, B&O has built teams and offices in China and the U.S. This has given Christian and the team hands-on experience on how to navigate – and expand – in an increasingly digital world. What is still lacking, according to Christian, is for the B&O team to gain an even better understanding of the consumers’ lives and how they ultimately use B&O products differently across markets.