Inspire the extraordinary was not only the theme that was used for the 2018 edition of #SASForumMilan, but also the goal we had for the 2,000 attendees: to live together an entire day, full of food for thought. We wanted to organise an event both to provide answers and to stimulate new questions, in addition to feeding our thirst for knowledge and curiosity. This is the best way to improve and grow fast.
On May 15 (SAS Forum Milan day), we explored the new possibilities created by machine learning, artificial intelligence and the Internet of Things, trying to understand, thanks to different examples, how these technologies are changing our daily life by adding new and extraordinary value.
These are the exciting key insights I took away from the event.
Business-to-personas: A more human approach
During SAS Forum Milan, we learned that today’s technology is closing the gaps between companies and people. Cluster-based strategies are taking a back seat. The focus now is on one-to-one relationships. Machine learning and analytics have enabled this leap of thought and facilitated a revolution, with predictive analysis leading to a more and more customised service.
This scenario is almost a reality for digital strategies, but there is still a lot to do to improve the integration between online and offline marketing. A quick example: When I shop online, the system is able to memorise my purchases, and it can suggest the next-best offer. This is not always true when I go to a physical store. If I am a customer who loves colourful blouses or has a car insurance contract, I am that same kind of customer whether I buy online or offline. That’s why I would like my expectations to be satisfied in both circumstances.
There is still a long way to go, but we are on the right path: the recognition of an individual as a unique person, at every touch point of the customer journey.
It’s true that innovation starts with young people, but it must reach every age
We have been talking a lot about innovation during SAS Forum Milan, from technologies to processes and business models. However, innovation should always start with the corporate culture. We shouldn’t always expect the youngest people to bring some fresh air and drive a mindset change. Of course, they are a source of inspiration for those people (including me) born in the 1970s (and even before), pushing us to reconsider certainties and giving us hope for the future. I saw some great examples last April during SAS Hackathon. However, companies aren’t composed only of young people. Talent, curiosity and the thirst for knowledge can we found in every generation. Just like Dr. Enzo Grossi, one of the keynote speakers I had the chance to meet at SAS Forum Milan. He was born in 1951, but he has a lot to teach in terms of curiosity, innovation and transformation.
We need to promote a ‘mistake culture’ to learn faster
Every company, every manager and every employee that I’ve ever met claims to strongly believe in innovation. However, what does innovation mean? It means change, evolution. But are we prepared to accept that, in order to change, making mistakes is part of the game? If we promote and support an environment where mistakes aren’t banned but encouraged, we can expect innovation to accelerate its spread. But when you do nothing, you make no mistakes. Without risks, there can be no innovation. We have to consider that sometimes we must fail before reaching success.
And this is how Inspire the Extraordinary became more than just the event theme for me. It should be a guideline to do our work with passion, curiosity and ingenuity, searching for the extraordinary beyond clichés and certainties.
If you want to live the highlights of SAS Forum Milan 2018, you can go to the website and watch the video gallery on YouTube.
