IoT and big data

It is all about data

Exchanging data with each other has become such a fact of life, that we sometimes forget how in a short space of time, much of what we do is dependent on being connected. Whether you want to connect with your friends, order a pizza or find a pet sitter for your dog during your next business trip, we have become used to doing it all with just a couple of quick swipes and clicks on our mobile devices. 

As soon as, as expected, an increasing number of connected devices find their way into our homes, this trend will reach new heights. Take Google, Amazon, Apple, Samsung, Hisense – or for that matter any other big technology or device company. They are all looking to enter into every aspect of our life. Why? To harvest data about us and our behaviour and subsequently be able to offer personalised experiences, goods and services.

What about the pet industry and IoT?

The pet industry too is undergoing change as many companies are entering the market that have a business model based on connectivity and data collection. Recently, at Interzoo we saw a multitude of manufacturers bringing to market tracking devices, connected feeding device dispensers, smart accessories and the likes. Historically, devices sales are not a very high margin business, except for the premium segment. 

Most of these companies cannot survive selling only devices. Income is mostly generated through matters related to big data, machine learning and artificial intelligence. The advancement in all three of these technologies and the broader adoption of them, will create multiple new revenues, as they unlock the power and the value behind customer data.

Data as asset

In fact, if you know how to gather data accurately, quickly and on a large scale, data on millions of customers becomes a very profitable asset. Whether it is by way of customer and market studies, advanced customer analytics or simply advertising, your data can be a powerful competitive advantage for both brands and retailers. 

Online platform for pet health

At Barkibu, data has been at the very core of its business model base since the company’s inception. Over the past four years they have built a platform that directly and quickly helps animals: the mission of the company. They offer free medical advice for all pet owners, as well as a free marketing platform for all vets, where vets can create a profile and directly interact with potential customers near their clinic. The company’s goal has been to make the platform commercially viable, without reaching into the wallets of their customers. 

Using data to make it personal

Barkibu has achieved its goal by asking visitors to provide information on themselves and their pets, in exchange for accessing the platform. This data is stored and analysed on the Barkibu Intelligence Unit platform and subsequently made available to retailers and brands in the pet space. Based on this data, retailers and brands can personalise products and services. 

For pet owners this means that, as long as they are willing to share their data, they can expect to benefit from convenience services. Dog food delivered to your doorstep by yadoggie.com without even having to order it. Retailers using their stores as temporary warehouses in order to cut down delivery times, as is the case with Alibaba’s Hema supermarket. And device makers connecting your pet’s bed to the Google Nest thermostat in your house, so that the room temperature is adjusted as soon as your hairy friend goes to bed.

A profitable, data-centric future

Making your business ready for a connected, data-centric future will require considerable investments. But, if done properly by using the expertise of data analysts, data scientists and multi-channel marketing and retail experts, you are set to benefit greatly from personalised client communication. Barkibu has the know-how to help you put in place a smooth transformation process.