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Big Data na Prática - Rene Agostinho (Youfind Solutions)

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Palestra de Rene Agostinho (Youfind Solutions) no evento Mercado Leitor (22/05/2014).

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Big Data na Prática - Rene Agostinho (Youfind Solutions)

  1. 1. BIG DATA NA PRÁTICAPara o mercado de publicações
  2. 2. Seus desafios de negócios Entender Captar Reter Alavancar Otimizar Sofisticada tecnologia de análise com técnicas e ferramentas de Big Data Equipe experiente de consultores, estatísticos e cientistas de dados Base com mais de 74 milhões de consumidores CONSULTORIA DE MARKETING ANALÍTICO DO GRUPO ABRIL
  3. 3. GERANDO VALOR
  4. 4. MudançadeMindset PARTIR DA PERGUNTA E NÃO DOS DADOS
  5. 5. APLICAÇÕES PARA O MERCADO DE PUBLICAÇÕES • Distribuição nos pontos de venda • Retenção em assinaturas • Engajamento nos sites
  6. 6. DESAFIO: Diminuição do encalhe nos pontos de venda Informações consideradas: • Todo o histórico de venda do produto por ponto de venda • Características do produto • Características da região • Condições climáticas Resultados • Fatores que influenciam a venda • Demanda ótima prevista = menor encalhe possível, sem impactar nas vendas
  7. 7. DESAFIO: Redução do cancelamento de assinantes Informações consideradas: • Todo o histórico transicional • Cadeia de eventos • Características do assinante Resultados: • Variáveis que influenciam o cancelamento • Ações em pontos críticos • Propensão individual de saída de cada assinante • Otimização das ações de retenção
  8. 8. DESAFIO: Aumentar page views Informações consideradas: • Todo o histórico de navegação (Leituras prévias, Amostras de textos, Conteúdos adquiridos, etc.) • Perfil do usuário Resultados: • Similaridade de comportamento • Ferramenta com algoritmo de recomendação de conteúdo digital – machine learning Probabilidade de ler “política” dado que (homem, 40 anos, capital - SP, classe C, lê esporte)
  9. 9. René Agostinho Rene.agostinho@youfindsolutions.com 11 3037-6430 Obrigado!

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