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Palestra sobre impactos do Big data no marketing das empresas e nas agencias.
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A tecnologia transforma a vida das pessoas e das empresas e o Big data revoluciona o marketing
Cezar TaurionExecutivo de Novas TecnologiasChief [email protected]
A SOCIEDADE HIPERCONECTADA
TECNOLOGIAPERVASIVA E COMPUTAÇÃO SOCIAL
UM NOVO AMBIENTE DE TRABALHO
TUDO EM TEMPO REAL
UMA NOVA GERAÇÃO
Midias sociais fazem parte do dia a dia do brasileiro
Celulares/ smartphones/tablets já se igualam em numero àpopulação do planeta…
As coisas acontecem muito rapido no mundo cada vez mais hiperconectado
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!)
Computing is not about computers anymore. It is about living!
2007 7% 93%
2000 75% 25%
2013 2% 98%
Digitalização dos dados e informações cresce em ritmoacelerado!
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
21
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
“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
E você ainda pensava que lia sozinho(a)?
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...
26
Novas técnicas de visualização
Biases in social media data
Digital access
Age
Class
Gender
Literacy
Geography
Optimism
Position on issues
Fans/opponents
...
Biases in social media data
Digital access
Age
Class
Gender
Literacy
Geography
Optimism
Position on issues
Fans/opponents
...
Sentiment Analysis
Copa das Confederções
31
• 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.
32
Brasil x Espanha
1st half 2nd half
goal
saved2x0
3x01x0
positive
neutral
negative
tweets/5min
penalty
lost
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)
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
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)
36
'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
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.
The rise of the Data Scientist in 2013
38
“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
Como agir?
39
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
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?
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
Agir rapido, pois o futuro se torna passado rapidamente!
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
Coragem para sair da zona de conforto…
Obrigado pela Atenção
Cezar [email protected]
https://www.ibm.com/developerworks/community/blogs/ctaurion/?lang=en
@ctaurionFacebook e Linkedin