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2016_04_26 IMSHARE CI IS NOT SEXY, IT IS UBERSEXY

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Keynote for IMSHARE (Information Management Conference) on why Competitive Intelligence is UBER SEXY, integrating disciplines such as Data Science, Big Data, Marketing Intelligence, and Design Thinking by Luis Madureira - Partner UBERBRANDS

Published in: Business

2016_04_26 IMSHARE CI IS NOT SEXY, IT IS UBERSEXY

  1. 1. THANK YOU & WELCOME! #IMSHAREConf @LUIS_MADUREIRA
  2. 2. CI IS NOT SEXY… Luís Madureira ÜBERBRANDS Partner SCIP PortugalChapterChairman
  3. 3. SEXY? What is
  4. 4. 4 THE MOST INTERESTING MAN IN THE WORLD
  5. 5. SEXY! Data Scientists are… #SEXYDATASCIENTISTS
  6. 6. 6 EVERYONE IS SAYING SO! THE NEW ROCK STARS
  7. 7. Why? (*)
  8. 8. 8 THEY WORK WITH BIG DATA…
  9. 9. SEXY! Big Data is... #SEXYBIGDATA
  10. 10. Why?^2
  11. 11. 11 BIG DATA CAN DELIVER POWERFUL INSIGHTS! WE WILL BE ABLE TO SEE WHAT WE COULDN'T SEE BEFORE!!!
  12. 12. Why?^3
  13. 13. 13 BIGGER DATA ⥤ BIGGER PROBLEM SOLVED AND DATA WILL CONTINUE TO GROW, NAMELY WITH THE IOT
  14. 14. So What?
  15. 15. 15 DATA SCIENTISTSARE SEXY! THEY CAN “BAKE” THE WORLD’S MOST ACCURATE PIE CHART BUT, INSIGHTS NEED TO BE ACTIONABLE! #IMSHAREConf #FOODPORN
  16. 16. 16 MARKETING INTELLIGENCE ACTIONABLE INSIGHTS SUPPORTING MARKETING DECISIONS
  17. 17. SEXY! Marketing Intelligence is... #SEXYMKTGINTEL
  18. 18. Why?
  19. 19. 19 HUGE PROFIT POTENTIAL!!!
  20. 20. 20 MI CAN TURN INSIGHTS INTO MARKETING RESULTS e.g. SCP CAN IDENTIFY NEW “CUSTOMERS”
  21. 21. 21 MI CAN TURN INSIGHTS INTO REVENUE STREAMS e.g. SCP CAN SEGMENT AND TARGET FOR PROFITS
  22. 22. So What?
  23. 23. 23 WE NEED TO USE… THE HUMAN FACE OF BIG DATA Need to enhance
  24. 24. 24 EMPATHY CREATIVITYRATIONALITY we
  25. 25. SEXY! Design Thinking is... #SEXYDESIGNTHINKING
  26. 26. 26 VISIONARIES? GENIUS? DESIGN THINKERS! ENGINEERS | BEHAVIOURAL SCIENTISTS | ARTISTS | LEADERS Andy Goldworthy Anthony Gormley Steve Jobs Akio Morita
  27. 27. Why?
  28. 28. 28 DESIGN THINKERS MASTERS OF ABDUCTIVE REASONING “…understandingdo not entail progress toward an absolute truth, but rather an evolving interaction with the context or environment…” - Tim Brown
  29. 29. 29 MAD (MATH) MEN IT IS NOT JUST ABOUT CREATIVITY… “As far as I know, I’m the only creative genius who started his career in research” – David Ogilvy
  30. 30. So What?
  31. 31. 31 DATA SCIENCE + DESIGN THINKING MUCH MORE THEN NUMBER CRUNCHING Empathetically considered, mathematically proven is a powerful combination for the new data scientist. It’s as much about asking the right questions as it is about creating the right algorithm.
  32. 32. 32 RainaKumra CoFounder @ Mavin Bob Greenberg CEO and Founder,R/GA Danah Boyd Founder of Data & Society Research Institute DJ PatilU.S.Chief Data Scientist @ White House PeteCashmore CEO @ Mashable Beth Comstock CMO @ GE Baratunde Thurston Producer @ The Daily Show
  33. 33. NOT SEXY... Competitive Intelligence is #CINOTSEXY
  34. 34. 34 WHAT IS INTELLIGENCE? ACTIONABLE INSIGHTS
  35. 35. 35 WHAT IS COMPETITIVEINTELLIGENCE? ACTIONABLE INSIGHTS ON THE FULL COMPETITIVE ENVIRONMENT © Luis Madureira
  36. 36. 36 COMPETITIVEINTELLIGENCE CYCLE ANALYSIS IS JUST STEP 5! Empathy for the context of a problem Creativity in finding the sources Rationalize all Data and Info Rationality in analyzing and fitting various solutions to the problem context Empathy and Rationality in the Communication
  37. 37. Why?
  38. 38. “TO SUCCEED WE HAVE TO BE PERSISTENTLY PRESCIENT ON ECONOMIC AND TECHNOLOGICAL TRENDS, ON GENERAL BUSINESS TOPICS, AND ON THE WAY NEW TECHNOLOGIES WOULD AFFECT COMPANIES AND SOCIETY.” Joel Kurtzman Coined the term thought leader
  39. 39. So What?
  40. 40. 40 SMINT – SOCIAL MARKET INTELLIGENCE Beyond Listening 2.0 – Future Ready CI Understand, Compete and Win in Real-Time.
  41. 41. LISTEN So We Can
  42. 42. 42
  43. 43. ANALYZE So We Can
  44. 44. 44 SOCIAL NETWORK GRAPH ANALYSIS
  45. 45. INSIGHTS So We Develop
  46. 46. 46 NETWORK ANALYSIS IN REAL-TIME
  47. 47. ALERTS And Issue
  48. 48. 48 EARLY WARNING OPPORTUNITY SYSTEM SMINT® REAL-TIME ALERT Powered by:
  49. 49. REAL TIME ! To decide in...
  50. 50. SEXY! IF Data Science is… #SEXYDATASCIENCE
  51. 51. SEXY! IF Big Data is... #SEXYBIGDATA
  52. 52. SEXY! IF Marketing Intelligence is... #SEXYMKTGINTEL
  53. 53. SEXY! IF Design Thinking is... #SEXYDESIGNTHINKING
  54. 54. THEN Competitive Intelligence is... NOT SEXY
  55. 55. It‘s... BERSEXY #UBERSEXYCI
  56. 56. Q&A
  57. 57. 58 E Luis.Madureira@uberbrands.consulting Linkedin/in/luismadureira @Luis_Madureira Facebook.com/luis.madureira Credits: Some slideswere made with the HaikuDeckApp for Ipad | Some pictures I do not know the sourceso can not give the deserved credits.

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