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

Transcription

1 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 ctaurion@br.ibm.com

2 TUDO EM TEMPO REAL TECNOLOGIA PERVASIVA E COMPUTAÇÃO SOCIAL A SOCIEDADE HIPERCONECTADA UM NOVO AMBIENTE DE TRABALHO UMA NOVA GERAÇÃO

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7 Midias sociais fazem parte do dia a dia do brasileiro

8 Celulares/ smartphones/tablets já se igualam em numero à população do planeta

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10 As coisas acontecem muito rapido no mundo cada vez mais hiperconectado

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14 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 como laboratório 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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17 Computing is not about computers anymore. It is about living!

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19 Digitalização dos dados e informações cresce em ritmo acelerado! % 25% 7% 93% 2% 98%

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21 21 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

22 Big Data cria um novo modo de pensar os dados Traditional Approach Structured, analytical, logical New Approach Creative, holistic thought, intuition Transaction Data Data Warehouse Hadoop Streaming Data Web Logs, URLs Internal App Data Text data: s, chats Mainframe Data Structured Repeatable Linear Enterprise Integration Unstructured Exploratory Iterative Social Data OLTP System Data RFID, sensor data ERP data Traditional Sources New Sources Network Data

23 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 longtail analysis, microsegmentation, next best action, customer experience optimization, and digital marketing applications Forrester

24 E você ainda pensava que lia sozinho(a)?

25 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 mass quantities...

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27 Novas técnicas de visualização

28 Biases in social media data Digital access Age Class Gender Literacy Geography Optimism Position on issues Fans/opponents...

29 Biases in social media data Digital access Age Class Gender Literacy Geography Optimism Position on issues Fans/opponents...

30 Sentiment Analysis

31 Copa das Confederções 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. 31

32 tweets/5min Brasil x Espanha 1x0 goal saved 2x0 3x0 penalty lost positive neutral negative 1st half 2nd half 32

33 Results of Marketing Campaign of IBM Brazil in 2013 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 youtube commercial - 1.5M views TV sponsorship - 22M total audience load during Brazil 3x0 Spain (1.6M tweets in 4 hours) above-expectation campaign results

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

35 Big Data impacta todos setores de negócio Banking Insurance Telco Energy & Utilities Retail Single View of Customer Customer Centric Asset Optimization Security Enterprise Ops Risk Mgmt Credit Lifecycle Mgmt Next Best Action Fraud AML Digital Adoption Solvency II Antifraud, Waste, Abuse Next Best Action Operational Risk Policy Analytics Claims Analytics Single View of Customer Centralized BI Delivery Center EDW and BI Transformation Call Detail Record Analytics Advanced Analytics Lab Next Best Action Predictive Asset Optimization Network Analytics Power Delivery Dashboard CFO Performance Insight Smart Meter Customer Insight Grid Analytics Risk Analytics Condition Based Maintenance Customer Driven Loyalty Marketing Collaborative Analytics Platform Intelligent Ops Center Customer MDM Social Media Segmentation Media and Entertainment Travel and Transport Consumer Products Government Healthcare Audience Insight Business process transformation Customer Loyalty & Insights Dynamic Social Media Recommendations Post Event Analysis and Tracking (DSR) Shelf Availability (SW) Promotional Spend Optimization (SW) Merchandising Compliance (SW) Social Program Integrity Citizen Access and Insight Border Control Management Customs Risk Management Road User Charging Customer Segmentation and Member Analytics Measure & Act on Population Health Outcomes (SW) Engage Consumers in their Healthcare (SW) Automotive Chemical and Petroleum Industrial Products Electronics Life Sciences Actionable Consumer Intelligence Predictive Asset Optimization (Equip Health & Mfg Quality and SCO) Turnaround Management Performance Mgmt System Drilling Analytics Master Data Management Production Design and Optimization Scheduling Predictive Asset Optimization Customer Analytics Quality Early Warning System Supply Chain Analytics Strategic Insight Portfolio (SIIP) Clinical Research Library Patient Adherence

36 Adoção de Big data 'Big Data' está ainda no canto da tela do radar dos CIOs/CEOs/Gestores Most are already debating/ evaluating/ considering 'Big Data' Adoção Only a minority has not looked/ won't look into it Some are just starting to explore 'Big Data' Several plan to implement w/in the near future A few are already/ still implementing 'Big Data' Ignorants Early Explorers Heavy Explorers Planners Implementors 36

37 World without secrets... Starting everyday and accelerating over the next 10 years, almost everything that people and the machines around them do continuously recorded and stored in databases...anyone who wants to know anything badly enough will be able to find out whatever they want to know...everything is and will be recorded...those are the basics of the World Without Secrets. We re already in it, and its impact is accumulating and accelerating. Within 10 years, the effects will be very strong and widespread, and a lot of the rules for people, businesses and governments will be very, very different.

38 The rise of the Data Scientist in 2013 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 Forrester Data Scientist: The Sexiest Job of the 21st Century Harvard Business Review 38

39 Como agir? Strategy Technology Organization Sponsorship Establish a common vision to guide actions and deliver value Expertise Increase knowledge-sharing opportunities Culture Make decision based on facts Source of Value Ensure alignment between analytic focus and value creation Data Create confidence with governance and security Measurement Measure impact and model the future Funding Create value with rigor and collaboration Platform Integrate hardware and software to manage big data Trust Create trustworthy relationships 39 Source: Analytics: A blueprint for value Converting big data and analytics into results, IBM Institute for Business Value 2013 IBM

40 Como agir? Multiple Data Sources Creatively source internal & external data Prediction & Optimisation Models Focus on the biggest drivers of performance Organizational Transformation Create simple, understandable tools for people on the frontline. Upgrade IT architecture and infrastructure for easy merging of data Build models that balance complexity with ease of use 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

41 Entender claramente que o mundo mudou The digital revolution has forever changed the balance of power between the individual and the institution - IBM Digital marketing techniques and underlying technologies are having a profound impact in marketing 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 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 will require you to retool marketing processes, from market and product design through commerce. - Gartner

42 Agir rapido, pois o futuro se torna passado rapidamente!

43 O novo sempre desperta reações contrárias 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.

44 Coragem para sair da zona de conforto

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