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Tecnología aplicada a la explotación y visualización del dato - ejemplos Location Intelligence

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Temática: Data quality, location intelligence y geomarketing que responderá a las siguientes preguntas:
¿Qué importancia tiene la calidad de los datos en un proyecto de explotación de datos?
¿Qué ventajas tiene el location intelligence dentro de los proyectos de Data visualization?
¿Qué tendencias hay en los proyectos de location intelligence?
Ponencia realizada en el evento de Interligencia Artificial & Data Analytics (noviembre 2019, Madrid)

Published in: Data & Analytics
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Tecnología aplicada a la explotación y visualización del dato - ejemplos Location Intelligence

  1. 1. 18 Noviembre MADRID 2019 AI&DATA ANALYTICS
  2. 2. La tecnología aplicada a la explotación y visualización del dato JOSE ANTONIO ORTEGA - DIRECTOR OMAR ARCE – MANAGER AXESOR MARKETING INTELLIGENCE
  3. 3. 1ER DESAFÍO • Existen dos cosas que abundan en las empresa: • Datos • Preguntas sin resolver 1 2 La cantidad de datos creados en todo el mundo en 2018 alcanzó los 33 zettabytes (un zettabyte equivale a 1.000 millones de terabytes), 16,5 veces más que solo hace nueve años • El mercado en sí cambia constantemente. • Llegan nuevos competidores. • Aparecen nuevas (y mejores) tecnologías.
  4. 4. 2DO DESAFÍO "Cerca del 80 % de la información relevante para el desarrollo de negocio de una compañía tiene una connotación espacial" Libro "Potencial of Geo-Marketing Tools for the development of advanced Online-Marketing business models”
  5. 5. APORTE DE VISUALIZACIÓN DE DATOS Datos “entrada” Data Visualization “Entorno/proceso” Insight de negocio “salida”
  6. 6. DQ SE APLICA PRINCIPALMENTE A CLIENTES Data Quality DQ debe evitar “Trash In, Trash Out”
  7. 7. IMPORTANCIA DE DATA QUALITY 1 2 3 Cumplimenta la información que aporta cada registros duplicado y lo “junta” en un solo registro De-duplica los registros Enriquecimiento de los datos con GEO-Indicadores (Data Lake)
  8. 8. EL ENRIQUECIMIENTO ES UN FACTOR CRÍTICO
  9. 9. VENTAJAS DE LOCATION INTELLIGENCE EN PROYECTOS DE VISUALIZACIÓN DE DATOS
  10. 10. LA CAPA FÍSICA - DEMANDA
  11. 11. LA CAPA FÍSICA – DEMANDA Y OFERTA
  12. 12. PREGUNTAS DE NEGOCIO SIN RESPONDER • ¿De dónde vienen mis clientes (pie, coche)? • ¿Cuánto debería facturar mi punto venta considerando la demanda y la oferta de la zona? • ¿Cuántos puntos de venta puedo abrir en España? • ¿Dónde debería abrir una tienda evitando canibalizar la red actual? • Si pudiera “clonar” una tienda existente en otra zona ¿Dónde podría buscar candidatos con características similares de capa física (oferta y demanda similar)?
  13. 13. EL NEGOCIO NECESITA RESPUESTAS…
  14. 14. … QUE UN DATA LAKE RELEVANTE PUEDE DAR…
  15. 15. … Y QUE MUESTRE DATOS FÁCILES DE INTERPRETAR (CASO CLIENTES) Vista por SSCC Vista por cuadrícula Vista Mapa de Calor
  16. 16. ENFOQUE PROYECTO AVANZADOS DE ANÁLISIS
  17. 17. TENDENCIAS EN PROYECTOS DE LOCATION INTELLIGENCE
  18. 18. TENDENCIAS 1 2 3 Third Party - Cookies Data as a Service (DaaS) – Monetización de datos Mejora continua de UX (“El diseño digital es como una pintura en óleo, excepto que la pintura nunca se seca”)
  19. 19. CASO PRÁCTICO Uso de Xpert ®
  20. 20. GRACIAS Jose Antonio Ortega jortega@axesor.es Omar Arce oarce@axesor.es ninjaclienting.com

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