The document is a presentation about big data versus smart data and disruption in marketing and brand-consumer relationships. It discusses how the amount of data generated every day is immense, including billions of emails, Google searches, tweets, and PayPal payments. It notes that by 2020 there will be over 50 billion connected devices and explores opportunities for marketers to create meaningful connections with consumers through custom connectivity, immersive experiences, new mobility options, location-based marketing, mobile commerce, and biometrics. The presentation emphasizes that companies must leverage social data and analytics to gain insights across operations, product development, sales, marketing, customer service, and other areas in order to adapt their marketing or face problems.

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BI G DATA V S S MA RT DATA
DISRUPCIÓN E N MAR KE T ING Y
RELACIONES MARCA - CONS UMIDOR
Megapolis Convention Center
Panamá, 28 mayo 2015
© 2015 d2i institute, confidential and proprietary.
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DON’T BE SHY/
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• Comparta cualquier consulta u
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• Responderemos a sus preguntas
al final de la conferencia.
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#DisruptMKT

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RAFAEL IGUAL (SPAIN / PANAMA)
SOCIAL BUSINESS, DIGITAL TRANSFORMATION, BIG DATA & ANALYTICS
@RAFAIGUAL#TECHDAY 3

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The Future is already here!

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6. 294 billion emails sent a day
1 billion Google searches a day
230+ million tweets a day
9 million Paypal payments a day
Source: IBM, Google, Paypal
chrisjordan.com
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With more than 50 billion connected devices
expected by 2020, the world of mobile continues to
evolve way beyond handsets, to include smart
appliances, accessories, cars, bikes and almost any
object imaginable.
In this new organic marketing world of data-driven
connectivity and content-fueled experiences, we find
tremendous opportunities for marketers to create
more meaningful connections with consumers.
Source: IBM, Google

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/ CUSTOM CONNECTIVITY
Smart homes, connected devices and wearables
/ IMMERSIVE EXPERIENCES
Virtual and augmented realities
/ NEW MOBILITY
Connected cars, bikes and robotics
/ LOCATION BASED MARKETING
Out of home digital & proximity based targeting
/ MOBILE COMMERCE
Payments, digital wallet and security
/ BIOMETRICS
Facial, fingerprint, voice and eye recognition

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How much data? The internet in realtime – 05/28/2015 15:00PM http://pennystocks.la/internet-in-real-time/

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+Value!

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“If you’ve got the data,
great, let’s look at it, but
if we’re going on opinion
then let’s go with mine.”
- Marissa Mayer
CEO Yahoo

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Find your Brand?
http://www.meaningful-brands.com/

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Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report
ESTAMOS EN LA ERA DEL
CONSUMIDOR 3.0_

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EVOLUCIÓN DEL MARKETING
INTELIGENCIA SOCIAL_
Sentiment &
Affinity
Author
Segmentation
Thematic Category
Analysis
Sentiment
Drivers
me my competition my category my real consumer
Volume &
Share

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MARKETING+SOCIAL+CUSTOMER EXPERIENCE
CONVERGENCIA ESTRATÉGICA_
CXSocial
Marketing

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SOCIAL DATA MARKETING
INSIGHTS CON IMPACTO CROSS_
Operations
& Distribution
Demand forecasting
Predictive analysis
Segmentation
Personalisation
Product
Development
Customer insights
Consumer insights
Review Data
Market Research
Sales &
Marketing
Social selling
Consumer insights
Marketing campaigns
Reputation management
Customer
Service
Social CRM
Social Customer Care
Social Intelligence
Social Loyalty
Business
Support
Social Support
Social recruitment
Employee issues
Open Innovation

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RETAIL EXAMPLE
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SMART CITY EXAMPLE
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TOURISM EXAMPLE
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RESEARCH /
INSIGHTS
MARKETING SALES CUSTOMER
SERVICE
PR / CSR
REPUTATION
MONITORING
ANALYTICS
BUSINESS INTELLIGENCE
MODERATE
SOCIAL
INTELLIGENCE
AD CAMPAIGNS
DASHBOARDS
SEARCH / FILTERS
LISTS / GALERY
AD STATS
DASHBOARDS
REPORTING
CAPTURE
COMPETITIVE
ANALYSIS
REAL-TIME
MONITORING
DISTRIBUTE
IDENTIFY
ONLINE
MOBILE IN-VENUE
BROADCAST / SOCIAL TV
CROSS MEDIA:
SEARCH
DISPLAY
SOCIAL
MOBILE
VIDEO
TV
PRINT
RADIO
OUT-OF-HOME
AD ECOSYSTEM:
PUBLISHERS
NETWORKS
AGENCIES
ADVERTISERS
ASSOCIATIONS
DEVELOPERS
BUZZ / SHARE OF VOICE CONSUMERS / COMPETITORS
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Content
Campaigns
Commerce
Inbound+Outbound
Marketing
Ready for mobile Website or landing page
hosting integration
Visual experiences across digital marketing
channels with user-generated content
Moderate and display user–generated
content submissions in real-time
Report on real-time performance metrics, collect
insightful data and drive measurable results
Big Data+Analytics
Social CRM
#TECHDAY

29. Adaptemos el marketing o tendremos un problema…!
#TECHDAY @RAFAIGUAL 29

30. Thank you!
Obrigado!
Gracias!
Merci!
Grazie!
Arigatô!
Vielen Danke!
Terima Kasi!