Bck to     Informtion DiscoveryJorge Teixeira da SilvaBusiness & Social Intelligence Lead @ DRIwww.dri-global.com
What is BIG DATA(Hadoop)   A large amount of           unstructured and semi-           structured data.
BIG DATA  always encompasses“Information Discovery”
But Before going BIG Let’s strt smll...
Customers       ...by theCustomer’s Point of View...
... nd the customer decision cycle                                       Test Need   Reserch   Compre   Aproch        ...
Where re the touch points?                                        TestNeed     Reserch   Compre   Aproch           Pur...
Which channels are available forcustomers in each phaseof the decision cycle?
Which information isavailable to Customers?
Is the informationconsistent across channels?
Is customer information tracedback, and providing insights?
Customer Decision Cycle                                    Test    Reserch   Compre   Aproch             Purchse   Use...
... and discovered flows and missing bits,                                              Test               Reserch   Comp...
To build a Customer Intelligence Center!Customer?Identifibleindividul?   Dt Avilble?Touchpoints
Around strategic channels and processesCustomer?Identifibleindividul?   Dt Avilble?Touchpoints
Unique ID  Facebook ID        Email         Name      AddressFiscal Number                #Website visits                 ...
First step:Discover the information
Know where information is.And where it is not.
End result: a map.                                 Define a strategy to                                 address informatio...
Certain tools canhelp you achievethis “informationchoreography”
And created a customerintelligence center.
Transactions(orders, quotes, invoices, credits, ...)
Interactions(emails, web visits, calls, shop visits, ...)
Demographics(name, age, gender, geography,...)
...and Customer Lifestyle(Facebook, Twitter, blogs, forums ...)
To complete the missing pieces ...                                              Test               Reserch   Compre   Ap...
With this complete vision,your organization can become Customer Centric.
First WalkBeforeRunning!
The Digital Advantage:      Fashionists                                                                                   ...
Revenue      Fashionists                                                                                                  ...
Profitability      Fashionists                                                                                            ...
Image Creditshttp://www.flickr.com/photos/10202505@N05/4350656186/http://www.flickr.com/photos/kalexanderson/6874356751/si...
Thank you!Jorge Teixeira da SilvaBusiness & Intelligence Lead @ DRI     www.dri-global.comjorge.teixeira.silva@dri.pt     ...
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Back to information discovery

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Presentation made by Jorge Teixeira da Silva, Social & Business Intelligence Lead of DRI, on November 27, 2012 in Big Data event organized by IDC Portugal

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Back to information discovery

  1. 1. Bck to Informtion DiscoveryJorge Teixeira da SilvaBusiness & Social Intelligence Lead @ DRIwww.dri-global.com
  2. 2. What is BIG DATA(Hadoop) A large amount of unstructured and semi- structured data.
  3. 3. BIG DATA always encompasses“Information Discovery”
  4. 4. But Before going BIG Let’s strt smll...
  5. 5. Customers ...by theCustomer’s Point of View...
  6. 6. ... nd the customer decision cycle Test Need Reserch Compre Aproch Purchse Use Drive Sample Decision Cycle for purchasing a car
  7. 7. Where re the touch points? TestNeed Reserch Compre Aproch Purchse Use Drive
  8. 8. Which channels are available forcustomers in each phaseof the decision cycle?
  9. 9. Which information isavailable to Customers?
  10. 10. Is the informationconsistent across channels?
  11. 11. Is customer information tracedback, and providing insights?
  12. 12. Customer Decision Cycle Test Reserch Compre Aproch Purchse Use Drive Touchpoints Touchpoints Information Information Availability Availability Information Information Consistency Consistency Customer Customer Information Information
  13. 13. ... and discovered flows and missing bits, Test Reserch Compre Aproch Purchse Use DriveCustomer?Identifible No Infoindividul? Dt Exists Info Avilble?Touchpoints
  14. 14. To build a Customer Intelligence Center!Customer?Identifibleindividul? Dt Avilble?Touchpoints
  15. 15. Around strategic channels and processesCustomer?Identifibleindividul? Dt Avilble?Touchpoints
  16. 16. Unique ID Facebook ID Email Name AddressFiscal Number #Website visits #Orders Force Level #Products Opinion Leader? Interest groups
  17. 17. First step:Discover the information
  18. 18. Know where information is.And where it is not.
  19. 19. End result: a map. Define a strategy to address information gaps.…its about all the processesin an organization that have atouch point with customers.
  20. 20. Certain tools canhelp you achievethis “informationchoreography”
  21. 21. And created a customerintelligence center.
  22. 22. Transactions(orders, quotes, invoices, credits, ...)
  23. 23. Interactions(emails, web visits, calls, shop visits, ...)
  24. 24. Demographics(name, age, gender, geography,...)
  25. 25. ...and Customer Lifestyle(Facebook, Twitter, blogs, forums ...)
  26. 26. To complete the missing pieces ... Test Reserch Compre Aproch Purchse Use DriveCustomer?Identifibleindividul? Dt Avilble?Touchpoints
  27. 27. With this complete vision,your organization can become Customer Centric.
  28. 28. First WalkBeforeRunning!
  29. 29. The Digital Advantage: Fashionists Digirati* Experimental Vision Lots of stuff Understanding Little Drive valueDigital Intensity Prudence ERP, eCom Digital skeptics Unaware Slow, steady Beginners Conservatives Transformation Management Intensity * termo que designa especialistas em tecnologia Source: The Digital Advantage: Capgemini Consulting based on years of joint research with the MIT Center for Digital Business
  30. 30. Revenue Fashionists Digirati* Experimental Vision Lots of stuff Little +6% +9% Understanding Drive valueDigital Intensity -4% -10% Prudence ERM, eCom Digital skeptics Unaware Slow, steady Beginners Conservatives Transformation Management Intensity * termo que designa especialistas em tecnologia Source: The Digital Advantage: Capgemini Consulting based on years of joint research with the MIT Center for Digital Business
  31. 31. Profitability Fashionists Digirati* Experimental Vision Lots of stuff Understanding Little -11% +26% Drive valueDigital Intensity Big Data: Problem Big Data: Solution -24% +9% Prudence ERM, eCom Digital skeptics Unaware Slow, steady Beginners Conservatives Transformation Management Intensity * termo que designa especialistas em tecnologia Source: The Digital Advantage: Capgemini Consulting based on years of joint research with the MIT Center for Digital Business
  32. 32. Image Creditshttp://www.flickr.com/photos/10202505@N05/4350656186/http://www.flickr.com/photos/kalexanderson/6874356751/sizes/l/in/photostream/http://www.flickr.com/photos/13906431@N07/3188443212/sizes/l/in/photostream/http://www.flickr.com/photos/epha/4388625060/sizes/l/in/photostream/http://www.flickr.com/photos/toby_maloy/102413554/sizes/z/in/photostream/http://www.flickr.com/photos/80086859@N00/422954566/http://www.flickr.com/photos/terretta/168517881/sizes/l/in/photostream/http://www.flickr.com/photos/springdance-utrecht/6347506244/sizes/l/in/photostream/http://www.flickr.com/photos/ahmedmater/4804379014/sizes/l/in/photostream/http://www.flickr.com/photos/thinktanklondon/6776954429/http://www.flickr.com/photos/foresightbydesign/8028943298/sizes/h/in/photostream/http://www.flickr.com/photos/neoviasolutions/5244608720/sizes/l/in/photostream/http://www.flickr.com/photos/utku/6594117809/sizes/l/in/photostream/
  33. 33. Thank you!Jorge Teixeira da SilvaBusiness & Intelligence Lead @ DRI www.dri-global.comjorge.teixeira.silva@dri.pt +351 21 715 30 55 info@dri.pt

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