In today’s summary of CES trends, we outline what we think are the most interesting insights about the new data that is becoming available through technology innovations, and we provide recommendations for how marketers should think about using it.

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2. Just as marketers thought they were getting comfortable
leveraging customer data, a whole new degree of complexity and
opportunity has been introduced at CES 2015.
For example, fitness-tracking wearables decipher mood swings,
while connected-home ecosystems give insights into a
consumer’s lifestyle.
In the next few slides, we summarize the implications of these
data trends, then provide recommendations for marketers.
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3. SUMMARY OF WHAT THIS DATA MEANS FOR MARKETERS
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01 Data Is Creating New Value Propositions
02 Experiences Are Being Enhanced Based on Data
03 New Interaction Data Is Changing Real-Time Analytics
04 Data Is Turning Consumption into an Exact Science
05 There Are More Opportunities to Wow Customers

4. DATA IS CREATING NEW VALUE PROPOSITIONS
ReSound makes Bluetooth-enabled hearing aids that
can be fully managed via the owner’s smartphone.
They can customize volume, bass level, treble and
other elements. There are also profiles that can be
easily set for different environments, like eating at a
restaurant where you want to drown out noise from
behind you. The hearing aid itself tracks all
customization by the user, so their audiologist can
access trend data via software. The ability to easily
customize how the hearing aid works for a particular
user, and the access to data to help diagnose changes
or optimize hearing potential, provide a powerful value
proposition to a product that might otherwise be hard
to differentiate on anything other than price or
appearance.
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TREND SNAPSHOT
EXAMPLE – RESOUND HEARING AID

5. EXPERIENCES ARE BEING ENHANCED BASED ON DATA
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Floome is a smartphone breathalyzer made in Italy. It
plugs into a smartphone and after the user blows into
it, they see their blood alcohol level, their recovery/wait
time (if over the limit) and other customized data
points. Users who are over the limit get a referral to
local transportation options. While this is a very
narrow example, it showcases a simple way that data
is being used to enhance the experience and actually
help connect them with their ride home. This same
concept is being applied to many of the fitness
wearables and home automation products at CES
2015. As this trend continues, marketers should stop
thinking about data as something they have to own,
and should consider smart partnerships with
companies that might be looking for ways to improve
their own experience and would be willing to refer
their customers to another product or service.
TREND SNAPSHOT
EXAMPLE – FLOOME SMARTPHONE BREATHALYZER

6. NEW INTERACTION DATA IS CHANGING REAL-TIME ANALYTICS
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Tobii develops eye-tracking software that until now has
been used largely in enterprise settings to test web
and product experiences. At CES 2015 they unveiled
their first consumer-facing offering. Common use
cases include video games and web browsing. Once
calibrated to a user’s eyes, it responds rapidly. For
example, if a user fixates on a point, the software
clicks. As adoption increases, the data gathered via
eye tracking is helping to understand in real-time
whether someone is confused, what elements of the
page they seem to be interested in, etc. That same
data may be more useful than click data collected and
analyzed after a site visit, as it can be used for trigger
notifications or other real-time changes to the
experience. In the example to the right, a player of a
game can go back and view their own eye tracking
data after completing or failing a level, to see where
they may have made a mistake.
TREND SNAPSHOT
EXAMPLE – TOBII EYE TRACKING

7. DATA IS TURNING CONSUMPTION INTO AN EXACT SCIENCE
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Parrot uses sensors to track the health of plants
based on soil data, sunlight exposure, water levels and
other data points. Water can be added automatically as
needed and other suggestions for optimizing the plant
environment are given in precise amounts. The app
tells the owner exactly what they need and how much
they need. Other products at CES 2015 like the Smart
Baking kit and WeMo smart home system bring a
similar level of precision and science to everyday life.
For marketers, this could mean marketing needs to
become more integrated with the product itself, using
things like product features and reminders to help
drive CRM or inspire social sharing. The continuous
and active management process for these types of
products could lead to more precise consumption
patterns and also provide reporting data to marketing
that gauges customer usage or satisfaction.
TREND SNAPSHOT
EXAMPLE – PARROT POT

8. THERE ARE MORE OPPORTUNITIES TO WOW CUSTOMERS
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FitBit, a popular fitness tracking device, launched
online community challenges in 2015 as a way to
motivate and inspire customers by connecting them
with one another. They recently announced that in 2015
they are hosting public challenges to bring people
together in person (not just online). They have steadily
progressed in how they leverage the data they are
tracking, frequently adding new value-added features,
and making fitness truly enjoyable and fun. Their
messaging and marketing has evolved to be about
building a community of people who love being fit and
living healthy lifestyles. This strategy has helped build
a community of avid fans. Other ways to leverage data
to wow customers might include just improving their
experience or giving them rewards that are hyper-
personalized based on the actual product data (as
opposed to marketing data that drives most of these
decisions today).
TREND SNAPSHOT
EXAMPLE – FITBIT

9. RECOMMENDATIONS FOR MARKETERS
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Data about customers is useful for future marketing decisions, but putting customers’ data in their own hands can
also become a market-facing differentiator. This is already happening with fitness wearables, but there are
opportunities in many categories to enhance customer value (i.e., improve car performance).
THINK OF DATA AS A DIFFERENTIATOR FOR YOUR PRODUCT
As smart products continue to make predictive recommendations based on data points about customer usage, many
manufacturing brands or app service providers are going to enhance their experience by making specific
recommendations which could include actual product purchase suggestions. All brands should keep a sharp eye on
new innovations, particularly in categories like wearables that are quickly being adopted on a mainstream basis, and
think about creative ways their brand might partner and become an extension of another brand’s digital experience.
GET CREATIVE IN WHERE YOU LOOK FOR PARTNERSHIPS
These all have massive potential to tell a lot about customer satisfaction or preferences. They may not currently be widely
used enough to warrant pulling these data sources into your measurement and insight strategies, but they are worth
researching and following as they evolve.
MONITOR FACIAL RECOGNITION, GESTURE AND EYE TRACKING DATA TRENDS
Giving customers something unexpected or additional value based on the data you have about them is critical. That
doesn’t have to mean free stuff – it could be anything from a highly personalized email to a shout out on your social
channel for someone who had a great fitness accomplishment.
FIND WAYS TO WOW CUSTOMERS!

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About Rosetta
Rosetta is an agency focused on Customer Engagement. We connect rich
data, engaging experiences and robust technologies to create meaningful
customer relationships that drive business impact.
If you have questions about these trends or want to discuss what they might
mean for your own business, drop us a note at Rosetta.com/contact.
Follow us at @RosettaMktg or our blog, Currents.Rosetta.com

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