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Desmitificando Big Data: Do Hype Para a Realidade!
CEZAR TAURION
SÓCIO-FUNDADOR &CEO
Litteris Consulting
ThinPost Smart Te...
O IFTF prevê mudanças profundas na forma como a tecnologia
transformará o mundo dentro de 10 anos:
“Há claros sinais de um...
Finding 1: Executives´ atitudes towards big data are
overwhelming positive. 23% say will revolutionise
the way business ar...
Finding 4: Lack of understanding about how to use
big data stands in the way of implementations.
Finding 5: Implementantio...
15
Novocontexto daindústria deSeguros
State-of-the-art
Technology
Business
Innovation
Seguros
Segurosno futuro
Big Data em Seguros
• Deteção de fraudes: centrado na
apólice para centrado na pessoa.
Analisar o comportamento do
benefic...
Big Data em Seguros
• Customer experience: Ir além da
gestão de apólices para satisfação e
retenção de clientes. Seguro
pe...
Big Data em Saúde
A transformação
de um negócio!
Case em Telco
Objetivos: Reduzir a evasão de clientes
• Identificar clientes propensos a cancelar contratos.
• Identificar...
Estrutura do Projeto
Descobrir
• IdentificaçãodeFontesdeDados
• Entrevistas
• DesenhodeProcessosAs-Is
Analisar
• Análisede...
Etapas
Descobrir
•Identificação deFontesde Dados
•Entrevistas
•Desenhode Processos As-Is
Etapas
Analisar
•Análisede FormatoseQualidadedos Dados
•PreparaçãodeDados
•Integraçãoe Visualização
Etapas
Modelar
•AnáliseDescritiva
•Estudode Causas &Efeitos
•Modelos Probabilísticos &SériesdeChurn
Etapas
Agir
•Integraçãocom Sistemas eProcessos
•Recomendações deAções
•Acompanhamento
Estabelecimento de um processo contínuo demelhoria dos modelos e metas.
Modelos
preditivos
Valordo
Cliente
Mecanismo
deoti...
Não é um projeto de Big Data . É um projeto de negócios
que visa a criar um novo modelo de relacionamento!
Transformar cad...
Gartner: Big data projects gaining steam, but not due to the CIO
Dos dados ao insight!
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
CIO Global Summit Rio -  Desmitificando big data
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CIO Global Summit Rio - Desmitificando big data

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Observando as iniciativas de Big data nas empresas, identificamos dois erros comuns. O primeiro é adquirir tecnologia antes de saber claramente o que vai ser feito com ela. E outro, é começar com uma montanha de dados e então tentar descobrir alguma coisa analisando-os. A questão principal é que o sucesso das iniciativas de Big data & Analytics depende primordialmente de uma clara definição da visão e escopo do problema (as perguntas que devem ser respondidas) e o consequente valor gerado, que são as respostas às perguntas e as suas subsequentes ações. Os conhecidos Vs de volume, velocidade, variedade e veracidade são meios para se chegar ao valor da visão proposta.

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CIO Global Summit Rio - Desmitificando big data

  1. 1. Desmitificando Big Data: Do Hype Para a Realidade! CEZAR TAURION SÓCIO-FUNDADOR &CEO Litteris Consulting ThinPost Smart Terminals
  2. 2. O IFTF prevê mudanças profundas na forma como a tecnologia transformará o mundo dentro de 10 anos: “Há claros sinais de um movimento na direção de um mundo no qual todo elemento da vida estará ligado a dados”
  3. 3. Finding 1: Executives´ atitudes towards big data are overwhelming positive. 23% say will revolutionise the way business are managed. Finding 2: Executives agree on the need for big data solutions and want to know more. Finding 3: customer processes currently stand out as Candidates for big data analytics.
  4. 4. Finding 4: Lack of understanding about how to use big data stands in the way of implementations. Finding 5: Implementantion is also held back by lack of agreement about the value of big data.
  5. 5. 15
  6. 6. Novocontexto daindústria deSeguros State-of-the-art Technology Business Innovation Seguros Segurosno futuro
  7. 7. Big Data em Seguros • Deteção de fraudes: centrado na apólice para centrado na pessoa. Analisar o comportamento do beneficiário pelo histórico de uso do seguro, frequência de sinistros similares solicitados pelo indivíduo e pelo seu grafo social (indivíduos conectados). Focar na rede de pessoas conectadas e não apenas em indivíduos isolados.
  8. 8. Big Data em Seguros • Customer experience: Ir além da gestão de apólices para satisfação e retenção de clientes. Seguro personalizado (KYC - Know Your Customer) com visão única do cliente, multicanal e produtos. Análise de contatos de atendimento ao cliente, padrão de navegação no site, telemática (comportamento do motorista), dados geolocalização, previsão de eventos climáticos...Motores de recomendação baseados no KYC.
  9. 9. Big Data em Saúde A transformação de um negócio!
  10. 10. Case em Telco Objetivos: Reduzir a evasão de clientes • Identificar clientes propensos a cancelar contratos. • Identificar causas de atrito nos processos. • Gerar insights para desenho das ações de retenção • Medir o efeito destas ações. • Implementar processo contínuo de sustentabilidade dos indicadores de fidelidade.
  11. 11. Estrutura do Projeto Descobrir • IdentificaçãodeFontesdeDados • Entrevistas • DesenhodeProcessosAs-Is Analisar • AnálisedeFormatoseQualidadedosDados • PreparaçãodeDados • IntegraçãoeVisualização Modelar • AnáliseDescritiva • EstudodeCausas&Efeitos • ModelosProbabilísticos&SériesdeChurn Agir • Integraçãocom SistemaseProcessos • RecomendaçõesdeAções • Acompanhamento
  12. 12. Etapas Descobrir •Identificação deFontesde Dados •Entrevistas •Desenhode Processos As-Is
  13. 13. Etapas Analisar •Análisede FormatoseQualidadedos Dados •PreparaçãodeDados •Integraçãoe Visualização
  14. 14. Etapas Modelar •AnáliseDescritiva •Estudode Causas &Efeitos •Modelos Probabilísticos &SériesdeChurn
  15. 15. Etapas Agir •Integraçãocom Sistemas eProcessos •Recomendações deAções •Acompanhamento
  16. 16. Estabelecimento de um processo contínuo demelhoria dos modelos e metas. Modelos preditivos Valordo Cliente Mecanismo deotimização Execução Avaliação dasações • Priorizaçãode clientes • Priorizaçãode produtos • Priorizaçãode canais • Tempos • Custos • Orçamento • Restrições • Follow-up • Resources • Script • Metas d a d o s
  17. 17. Não é um projeto de Big Data . É um projeto de negócios que visa a criar um novo modelo de relacionamento! Transformar cada ponto de contato com o cliente em uma oportunidade de aprendizagem e de negócio
  18. 18. Gartner: Big data projects gaining steam, but not due to the CIO
  19. 19. Dos dados ao insight!

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