Marketing y ventas · Marketing especializado

Signal to Service

You are the CMO of Lumina Media Group, a Milan-based music-and-podcast streaming company sitting on one of Italy's richest first-party behavioural datasets — yet less than 8% of it is activated.

4 rondas Ejecutivo English, Español
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Sobre la simulación

You are the CMO of Lumina Media Group, a Milan-based music-and-podcast streaming company sitting on one of Italy's richest first-party behavioural datasets — yet less than 8% of it is activated. A global rival has just cut its price to €4.99 and your monthly churn has spiked from 2.6% to 4.1%. Finance has ruled out matching on price.

The board hands you exactly €6.0M and one mandate: turn Lumina's proprietary signals into a single data-driven service innovation that bends churn and proves the data-to-service thesis — within 90 days, with a two-quarter proof window.

Across four rounds you (1) audit eleven candidate signal streams and decide which carry genuine customer-value affordance versus mere abundance, (2) commit to exactly ONE service bet — rejecting the others on explicit grounds, (3) allocate the hard €6.0M cap across data engineering, service build, and go-to-market, balancing the full data-to-value chain, and (4) absorb a mid-launch shock and defend a recovery plan.

The engine encodes Troilo's affordance-over-abundance thesis, Service-Dominant Logic, and real-options budgeting under a hard cap: chasing the highest-coverage signal, hedging the bet, starving the launch, or defining value as a feature list rather than a job-to-be-done will all visibly underperform. Debrief KPIs: service-innovation ROI, customer value-add score, payback period, adoption rate, and arrested churn.

Para quién es

Una simulación avanzada para participantes acostumbrados a trabajar con los principales marcos y dilemas de la materia, pensada para formación de directivos y profesionales con experiencia.

Cómo funciona una sesión

  1. El docente crea una sesión desde el panel de Eureka e invita a los participantes.
  2. Los participantes juegan 4 rondas. En cada una envían sus decisiones y la simulación calcula los resultados. La primera ronda arranca con: Activate signal streams.
  3. La simulación se puede jugar en: English, Español.
  4. El docente sigue el progreso y los resultados de cada participante desde el panel, y usa los resultados de la clase para el debriefing.

Decisiones que toman los participantes

Las decisiones que toman los participantes durante la simulación:

  • Listening-context / time-of-day Coverage 82% · Quality 8 · €0.45M Enables mood-and-moment personalization.
  • Social-graph sharing Coverage 41% · Quality 7 · €0.70M Powers a creator/curator marketplace.
  • Search-intent queries Coverage 64% · Quality 8 · €0.50M Signals unmet demand — discovery guarantee.
  • Podcast completion Coverage 58% · Quality 8 · €0.40M Engagement depth for B2B audience insight.
  • Mood-playlist edits Coverage 36% · Quality 9 · €0.60M Explicit emotional intent — rare, inimitable.
  • Device telemetry Coverage 99% · Quality 6 · €0.30M Abundant but low affordance — what would a subscriber feel?
  • Geo / commute patterns Coverage 71% · Quality 5 · €0.35M High coverage, GDPR-sensitive, thin value.
  • 🛠️ Data engineering & signal quality (€M)
  • ⚙️ Service build (€M)
  • 📣 Go-to-market / adoption (€M)

Temas que cubre

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