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

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

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  • 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. A SOCIEDADE HIPERCONECTADA TECNOLOGIA PERVASIVA E COMPUTAÇÃO SOCIAL UM NOVO AMBIENTE DE TRABALHO TUDO EM TEMPO REAL UMA NOVA GERAÇÃO
  • 3. Midias sociais fazem parte do dia a dia do brasileiro
  • 4. Celulares/ smartphones/tablets já se igualam em numero à população do planeta…
  • 5. As coisas acontecem muito rapido no mundo cada vez mais hiperconectado
  • 6. 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!)
  • 7. Computing is not about computers anymore. It is about living!
  • 8. 2007 7% 93% 2000 75% 25% 2013 2% 98% Digitalização dos dados e informações cresce em ritmo acelerado!
  • 9. 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
  • 10. Web Logs, URLs Social Data Text data: emails, chats Traditional Approach Structured, analytical, logical New Approach Creative, holistic thought, intuition Hadoop Streaming Data New Sources Unstructured Exploratory Iterative Structured Repeatable Linear Data Warehouse Traditional Sources 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
  • 11. “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
  • 12. E você ainda pensava que lia sozinho(a)?
  • 13. 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...
  • 14. 26
  • 15. Novas técnicas de visualização
  • 16. Biases in social media data Digital access Age Class Gender Literacy Geography Optimism Position on issues Fans/opponents ...
  • 17. Biases in social media data Digital access Age Class Gender Literacy Geography Optimism Position on issues Fans/opponents ...
  • 18. Sentiment Analysis
  • 19. 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.
  • 20. 32 Brasil x Espanha 1st half 2nd half goal saved 2x0 3x01x0 positive neutral negative tweets/5min penalty lost
  • 21. 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)
  • 22. 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
  • 23. 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)
  • 24. 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
  • 25. 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.
  • 26. 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” – Forrester Data Scientist: The Sexiest Job of the 21st Century – Harvard Business Review
  • 27. Como agir? 39 Funding Source of Value Sponsorship Data Platform Trust Culture Measurement Strategy Technology Organization Expertise Establish a common vision to guide actions and deliver value Create trustworthy relationships Create confidence with 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 software to manage big data Source: Analytics: A blueprint for value – Converting big data and analytics into results, IBM Institute for Business Value © 2013 IBM
  • 28. 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?
  • 29. Entender claramente que o mundo mudou… “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 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 “Digital will require you to retool marketing processes, from market and product design through commerce.” - Gartner
  • 30. Agir rapido, pois o futuro se torna passado rapidamente!
  • 31. 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
  • 32. Coragem para sair da zona de conforto…
  • 33. Obrigado pela Atenção Cezar Taurion ctaurion@br.ibm.com https://www.ibm.com/developerworks/community/ blogs/ctaurion/?lang=en @ctaurion Facebook e Linkedin