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A tecnologia transforma a vida das pessoas e das empresas e o Big data revoluciona o marketing Cezar Taurion Executivo de Novas Tecnologias Chief Evangelist [email protected]

Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014

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Palestra sobre impactos do Big data no marketing das empresas e nas agencias.

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Page 1: Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014

A tecnologia transforma a vida das pessoas e das empresas e o Big data revoluciona o marketing

Cezar TaurionExecutivo de Novas TecnologiasChief [email protected]

Page 2: Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014

A SOCIEDADE HIPERCONECTADA

TECNOLOGIAPERVASIVA E COMPUTAÇÃO SOCIAL

UM NOVO AMBIENTE DE TRABALHO

TUDO EM TEMPO REAL

UMA NOVA GERAÇÃO

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Midias sociais fazem parte do dia a dia do brasileiro

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Celulares/ smartphones/tablets já se igualam em numero àpopulação do planeta…

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As coisas acontecem muito rapido no mundo cada vez mais hiperconectado

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Quem é esta geração digital?

� Usam tecnologias digitais no seu dia a dia e esperam usá-las no trabalho. São early adopters por natureza.

� Entram no mundo online cada vez mais cedo... usam a Internet comolaboratório social, para testar limites do relacionamento.

�Vivem em ritmo cada vez mais acelerado e são multitarefas (usam celular, MP3, tablet, smart TV...tudo ao mesmo tempo!)

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Computing is not about computers anymore. It is about living!

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2007 7% 93%

2000 75% 25%

2013 2% 98%

Digitalização dos dados e informações cresce em ritmoacelerado!

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Big Data refers to how to collect, store, and manage information that comes into an

enterprise so that it can be harvested for decision making

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Web Logs, URLs

Social Data

Text data: emails, chats

Traditional Approach

Structured, analytical, logical

New Approach

Creative, holistic thought, intuition

HadoopStreaming

Data

New Sources

UnstructuredExploratory

Iterative

StructuredRepeatable

Linear

Data Warehouse

TraditionalSources

Enterprise Integration

Internal App Data

Transaction Data

ERP data

Mainframe Data

OLTP System Data RFID, sensor data

Network Data

Big Data cria um novo modo de pensar os dados

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“Clearly, the big data revolution is fostering a

powerful new type of data science. Having

more comprehensive data sets at our

disposal will enable more fine-grained long-

tail analysis, microsegmentation, next best

action, customer experience optimization,

and digital marketing applications” –Forrester

Page 24: Big Data evento I ENAA (I Encontro Nacional de Anunciantes e Agencias 2014

E você ainda pensava que lia sozinho(a)?

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Você não é mais um anônimo...

On Internet, they know you’re a four-year-old male dog that has fleas, prefers canned dog food and was neutered six months after birth, and this data is for sale for a fraction of a cent in massquantities...

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Novas técnicas de visualização

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Biases in social media data

Digital access

Age

Class

Gender

Literacy

Geography

Optimism

Position on issues

Fans/opponents

...

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Biases in social media data

Digital access

Age

Class

Gender

Literacy

Geography

Optimism

Position on issues

Fans/opponents

...

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Sentiment Analysis

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Copa das Confederções

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• 8 million tweets analyzed

• 3.2 million tweets about the games

• 2.1 million users

• Most commented moment: David Luiz’s save against Spain - 130K tweets.

• Most commented non-player: Shakira - 16K tweets.

• “Kisses” of Neymar to Gonzalez: almost 7K tweets.

• Hulk elected the “panicat” of the Brazilian team with 8K tweets.

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Brasil x Espanha

1st half 2nd half

goal

saved2x0

3x01x0

positive

neutral

negative

tweets/5min

penalty

lost

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Results of Marketing Campaign of IBM Brazil in 2013

youtube commercial - 1.5M views TV sponsorship - 22M total audience

above-expectation campaign results

Campaign goal:

“Make the greatness of IBM real for Brazilians.”

Rodrigo Kede, General Manager, IBM Brazil

IBM developed and deployed Ei!, an app that identifies, filters and analyzes all the Twitter comments that Brazilians made during the 5 games of Brazil during the FIFA Confederations Cup.

• 8 million tweets analyzed in 20 hours• 3.2 million tweets about the games• peak of 125K tweets in 5 minutes• 2.1 million different Brazilians heard

load during Brazil 3x0 Spain (1.6M tweets in 4 hours)

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A internet, principalmente através das redes sociais, se tornou um verdadeiro repositório de emoções. Todos os dias pessoas de todasregiões, classes e idades expressam-se livre e espontaneamente, criandoum verdadeiro termômetro de suas vidas , no momento em que as coisasestão efetivamente acontecendo

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Big Data impacta todos setores de negócio…

Insurance

� Solvency II� Antifraud, Waste, Abuse

� Next Best Action

� Operational Risk� Policy Analytics

� Claims Analytics

� Single View of Customer

Banking

� Single View of Customer � Customer Centric� Asset Optimization � Security � Enterprise Ops Risk Mgmt� Credit Lifecycle Mgmt� Next Best Action� Fraud – AML� Digital Adoption

Telco

� Centralized BI Delivery Center� EDW and BI Transformation

� Call Detail Record Analytics

� Advanced Analytics Lab � Next Best Action

� Predictive Asset Optimization

� Network Analytics

Energy & Utilities

� Power Delivery Dashboard� CFO Performance Insight

� Smart Meter

� Customer Insight � Grid Analytics

� Risk Analytics

� Condition Based Maintenance

Media and Entertainment

• Audience Insight

• Business process transformation

Retail

� Customer Driven Loyalty Marketing

� Collaborative Analytics Platform� Intelligent Ops Center

� Customer MDM

� Social Media Segmentation

Travel and Transport

Consumer Products

� Post Event Analysis and Tracking

(DSR)

• Shelf Availability (SW)

• Promotional Spend Optimization (SW)

• Merchandising Compliance (SW)

Government

� Social Program Integrity

� Citizen Access and Insight

� Border Control Management

� Customs Risk Management

� Road User Charging

Healthcare

Automotive

� Actionable Consumer Intelligence

� Predictive Asset Optimization (Equip

Health & Mfg Quality and SCO)

Life Sciences

� Strategic Insight Portfolio (SIIP)

� Clinical Research Library

� Patient Adherence

Chemical and Petroleum

� Turnaround Management� Performance Mgmt System

� Drilling Analytics

� Master Data Management

Industrial Products

Electronics

� Predictive Asset Optimization

� Customer Analytics

� Quality Early Warning System

� Supply Chain Analytics

� Customer Loyalty & Insights

� Dynamic Social Media

Recommendations

� Production Design and Optimization

Scheduling

� Customer Segmentation and

Member Analytics

• Measure & Act on Population Health

Outcomes (SW)

• Engage Consumers in their

Healthcare (SW)

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'Big Data' está ainda no canto da tela do radar dos CIOs/CEOs/Gestores…

Adoção de Big data

Some are just starting to explore

'Big Data'

Most are already debating/ evaluating/ considering

'Big Data'Adoção

A few are already/ still implementing

'Big Data'

Several plan to implement w/in the

near futureOnly a minority has not looked/ won't

look into it

Ignorants Early Explorers

Heavy Explorers

Planners Implementors

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World without secrets...

Starting everyday and accelerating over the next10 years, almost everything that people and themachines around them do continuously recordedand stored in databases...anyone who wants toknow anything badly enough will be able to find outwhatever they want to know...everything is and willbe recorded...those are the basics of the WorldWithout Secrets. We’re already in it, and its impactis accumulating and accelerating. Within 10 years,the effects will be very strong and widespread,and a lot of the rules for people, businesses andgovernments will be very, very different.

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The rise of the Data Scientist in 2013

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“A data scientist is someone who can

understand the desired business

outcome, examine the data, and create

hypotheses about how to establish

predictive rules that can enable

business outcomes such as increasing

eCommerce upsell, keeping a

production line running, or eliminating

stock-outs” – ForresterData Scientist: The Sexiest Job of the 21st Century – Harvard Business Review

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Como agir?

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Funding

Source of Value

Sponsorship

Data

Platform Trust

Culture

Measurement

Strategy Technology Organization

Expertise

Establish a common visionto guide actions and deliver value

Create trustworthy relationships

Create confidencewith governance and security

Ensure alignment between analytic focus and value creation

Create value with rigor

and collaboration

Measure impact and model the future

Make decision based on facts

Increase knowledge-sharing opportunities

Integrate hardware and softwareto manage big data

Source: Analytics: A blueprint for value – Converting big data and analytics into results, IBM Institute for Business Value © 2013 IBM

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Multiple Data Sources

Prediction & Optimisation

Models

Organizational Transformation

� Creatively source internal & external data

� Upgrade IT architecture and infrastructure for easy merging of data

� Focus on the biggest drivers of performance

� Build models that balance complexity with ease of use

� Create simple, understandable tools for people on the frontline.

� Update processes and develop capabilities to enable tool use

Source : Making Advanced Analytics Work for You : A practical guide to capitalize on Big Data; Harvard Business Review, Oct. 2012

11 22 33

Como agir?

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Entender claramente que o mundomudou…

“The digital revolution

has forever changed the

balance of power

between the individual

and the institution” - IBM

“IDC predicts that by 2020, marketing

organizations will be radically

reshaped into three organizational

"systems" - content, channels, and

consumption (data). The core fabric of

marketing execution will be ripped up

and rewoven by data and marketing

technology.” - IDC

“Digital marketing techniques and underlying technologies are having a profound impact inmarketing investment priorities, budgets, organizational structure, skills and processes.” - Gartner

“In the next five years, traditional

marketing and selling will shift to digital

channels to capitalize on the "power to

the people" phenomenon that is

displacing brand-centric strategies in

favor of buyer-driven everything.” –Gartner

“Digital will require you to retool marketing processes, from market and product design through commerce.” - Gartner

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Agir rapido, pois o futuro se torna passado rapidamente!

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1. Everything that’s already in the world when you’re born is just normal.

2. Anything that gets invented between then and before you turn 35 is incredibly exciting and creative and, given opportunity, you can make a career out of it.

3. Anything that gets invented after you’re 35 is against the natural order of things and the beginning of the end of civilization as we know it, until it’s around for about 10 years, when it gradually turns out to be alright.

O novo sempre desperta reações contrárias

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Coragem para sair da zona de conforto…

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Obrigado pela Atenção

Cezar [email protected]

https://www.ibm.com/developerworks/community/blogs/ctaurion/?lang=en

@ctaurionFacebook e Linkedin