Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Analytics auxiliando em uma melhor experiência digital

612 views

Published on

Apresentação de Fernando Barra, Especialista em Analytics da IBM, na Conferência de Mídia Digitalks 2015. Palestra falou sobre: Analytics auxiliando em uma melhor experiência digital.

Published in: Marketing
  • Be the first to comment

Analytics auxiliando em uma melhor experiência digital

  1. 1. 1 Analytics auxiliando em uma melhor experiência digital Fernando Barra Analytics Solutions
  2. 2. Shift happens
  3. 3. Inevitable disruption
  4. 4. New experience
  5. 5. FRAGEMENTATION
  6. 6. 7
  7. 7. 8
  8. 8. Start Your Free Month CONVERGENCE
  9. 9. Cloud Analytics Social
  10. 10. © 2013 IBM Corporation Attract Retain Grow
  11. 11. Behavioral data •Orders •Transactions •Payment history •Usage history Descriptive data •Attributes •Characteristics •Self-declared info •(Geo)demographics Attitudinal data •Opinions •Preferences •Needs & Desires Interaction data •E-Mail / chat transcripts •Call center notes •Web Click-streams •In person dialogues WHY? WHAT? HOW? WHO? Customer Data Experience
  12. 12. § Advanced customer segmentation §Churn § Product affinity § Propensity to purchase § Market basket analysis § Social media sentiment § Targeted promotions § Next best action / offering § Deeper customer engagement § Campaign insight & optimization § Life time profitability analytics § Price management Customer Algoritimics
  13. 13. What is happening? Descriptive The Cognitive Era What could happen? Predictive Prescriptive Cognitive What action should I take? What did I learn, what is best? 15
  14. 14. Intelligence Cognitive
  15. 15. Como a IBM pode me ajudar nesta transformação?
  16. 16. Transform market with data 1
  17. 17. Rebuilding corporate IT to the cloud computing era2
  18. 18. Reinventing the work3
  19. 19. watsonanalytics.com
  20. 20. br.linkedin.com/in/fernandobarra/ Fernando Barra fbarra@br.ibm.com

×