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Analytics - compitiendo en la era de la informacion

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Analytics: Compitiendo en la era de la información

En años recientes el mundo ha entrado en la era de la información, la evolución de la tecnología y el desarrollo de las redes sociales ha permitido a las compañías obtener más información sobre el comportamiento de sus clientes. Adicionalmente, los sistemas se han vuelto mas eficientes y económicos, dando la oportunidad a las empresas de almacenar gran cantidad de datos. Sin embargo, toda esta información solo almacenada no genera valor agregado para las empresas; entonces la pregunta es como obtener beneficios y tomar decisiones mas informadas usando los datos recolectados? La respuesta es analytics.

Analytics es el uso de métodos y herramientas para entender la información y tomar decisiones más precisas. Permite a las compañías hacer predicciones de comportamientos, identificar potenciales clientes, crear segmentaciones inteligentes, dirigir de una manera eficiente campañas publicitarias, identificar riesgos y anticipar cambios en el mercado. Así, por medio de analytics las compañías logran diferenciarse más de sus competidores y entender mejor las necesidades de sus clientes.



Alejandro Correa Bahnsen

Ingeniero Industrial con Maestría en Ingeniería Industrial de la Universidad de los Andes. Candidato a Doctorado en inteligencia artificial de la Universidad de Luxemburgo. Actualmente se encuentra trabajando en Cetrel, el operador de tarjeta de crédito mas grande de Europa, desarrollando un sistema inteligente para la prevención de fraude.

Experiencia como profesor de analytics y econometría en las universidades de Luxemburgo y de los Andes, respectivamente. Conferencista de analytics en SAS Analytics (Orlando, Las Vegas, Londres), SAS Global Forum (Orlando, San Francisco), IEEE International Conference on Data Mining (Vancouver, Bruselas), IEEE International Conference on Machine Learning and Applications (Miami) y European Conference on Data Analysis (Luxemburgo). Fundador de la comunidad Data Science Luxembourg y organizador del workshop IEEE Data Mining Case Studies (Dallas).

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Analytics - compitiendo en la era de la informacion

  1. 1. Analytics: Compitiendo en la era de la información Alejandro Correa Bahnsen
  2. 2. “War is ninety percent information” Napoleon Bonaparte
  3. 3. Analytics
  4. 4. Analytics es el uso de métodos y herramientas p a r a e n t e n d e r l a información y tomar decisiones más precisas
  5. 5. Analytics Descriptivo Predictivo Prescriptivo
  6. 6. Analytics Descriptivo • Reportes • Reportes Ad-hoc • Tablas pivote, Cubos
  7. 7. Analytics Predictivo • Alertas • Simulaciones • Pronósticos • Modelos predictivos
  8. 8. Analytics Prescriptivo • Optimización • Optimización estocástica
  9. 9. Quienes usan analytics
  10. 10. Marketing and Communications Analytics Case Studies
  11. 11. Target – Score de embarazo Como Target se entero que una niña estaba embarazada antes que su papá?
  12. 12. Target – Score de embarazo Como funciona el score de embarazo? S Cada vez que un cliente realiza una compra de un producto típico de embarazo, se analiza el historial de compras para pronosticar si en la familia hay una mujer embarazada y de ser así en que trimestre se encuentra
  13. 13. Target – Score de embarazo Porque un score de embarazo? S Clientes compran productos en diferentes cadenas S Registros de nacimiento son públicos S Es necesario generar fidelidad antes del nacimiento
  14. 14. Target – Score de embarazo Como se construye un score de embarazo?
  15. 15. Target – Score de embarazo S Suplementos vitamínicos S Comidas mas sanas S Jabones anti bacteriales S Cremas hidratantes S Lociones sin alcohol
  16. 16. Obama 2012
  17. 17. Obama 2012
  18. 18. Obama 2012 S Como identificar swing voters dentro de un swin state?
  19. 19. Obama 2012
  20. 20. Recomendaciones
  21. 21. Recomendaciones
  22. 22. Análisis de deserción
  23. 23. Detección de emociones
  24. 24. Análisis de redes sociales Encontrar relaciones sociales entre clientes y así enfocarse en los lideres de cada grupo social
  25. 25. Propensión
  26. 26. Secretos para el éxito en proyectos de analytics
  27. 27. Organización Analítica Capital Humano Información Infraestructura Éxito en Analytics
  28. 28. Gracias Alejandro Correa Bahnsen al.bahnsen@gmail.com http://www.linkedin.com/in/albahnsen http://www.slideshare.net/albahnsen

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