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Portfolio 8.2 - 2017
The document details Rubens Zimbres' tenure as CEO of Doux from 2010 to 2013, highlighting a turnaround strategy that increased net profit by 239% while tripling monthly revenue through targeted employee management, client satisfaction, and investment in digital marketing. Zimbres implemented a complex data analysis model and artificial intelligence techniques to enhance customer relationship management and optimize marketing efforts. Additionally, he developed a novel algorithm for coding and analyzing unstructured data, addressing a significant challenge in business data analysis.
Portfolio 8.2 - 2017
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- 2. Rubens Zimbres Fev/2016 2 All images, graphics, analysis and models presented here were developed by me
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- 4. Rubens Zimbres Fev/2016 4 I was CEO of Doux from 2010 to 2013. The clinic has a yearly revenue of 2.5 million BRL. In 2010 the business has a debt of 1 million BRL and monthly revenue of 64 thousand BRL. I fired 6 out of 12 employees, hired new ones and did a quality research with clients. I analyzed results of the research and the database (750,000 records) regarding demographic data, profitability, purchases patterns, cost, time spent in procedures and sales. I opted for a value strategy, high service quality, moderate cost control, investment in digital strategies and fostering of word of mouth advertising. In the first years profit increased 100% and lots of patients returned to the business. Then I increased price by 8%, defined goals for variable remuneration and more flexible payment options. Most part of profit was reinvested in the business. I increased salary of employees by 20% and goals were achieved in 70% of time. Most employees received 2 or 3 additional salaries due to variable remuneration. They also got healthcare and their satisfaction ncreased quality offered to the clients. After 2.5 years, net profit increased 239%, financial leverage decreased 36%, ROI increased 206%, ROE 95%, EBITDA 98.5% and monthly revenue became 180 thousand BRL (almost tripled).
- 5. Rubens Zimbres Fev/2016 5 Tracking tools: -‐ Google Adwords -‐ Google Webmasters Tools -‐ Google Analytics -‐ Google Search -‐ Woorank -‐ Locaweb Control Panel -‐ Internal reports -‐ Database data Locaweb Graphics Daily Visits to Doux Dermatology Website Rubens Zimbres START
- 6. Rubens Zimbres Fev/2016 6 REVENUE PROFIT
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- 8. Rubens Zimbres Fev/2016 8 GOAL
- 9. Rubens Zimbres Fev/2016 9 Tableau database
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- 105. Rubens Zimbres Fev/2016 105 Sales Profit
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- 125. Rubens Zimbres Fev/2016 125 Below I present a model that simulates population dynamics, where we can see number of consumers in each class (satisfaction levels, diferente colors) and their evolution over time (weeks). The model uses artificial intelligence with autonomous choices of partners (unsupervised learning) and complex behavior. Tempo t Tempo t+23 Consumidores Estados
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- 127. Rubens Zimbres Fev/2016 127 Geolocation of sales in the states Profit/Loss Analysis
- 128. Rubens Zimbres Fev/2016 128 Patent of the Social Network code I also develop social network models using artificial intelligence associated to supervised and unsupervised machine learning, to identify clusters and relevant customers in a community. This way, marketing efforts can be easily directed.
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- 130. Rubens Zimbres Fev/2016 130 Clusters inside community 1 Community 1 (dark red) This model was conceived through interactions among clients. We can see the spatial configuration of the social network (social distance), connections, positioning of people of interest (red circles), communities (diferente colors), clusters inside a coommunity, people of interest’s connections and simulate future interactions following a pattern of interaction. Consumer of interest
- 131. Rubens Zimbres Fev/2016 131 Social Network of 5.000 consumers Communities in different colors Consumer of interest (red dot)
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- 135. Rubens Zimbres Fev/2016 135 Pattern 1 Pattern 2 Line of pattern GOAL
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- 137. Rubens Zimbres Fev/2016 137 80% of Big data is unstructured. This is the great challenge of businesses in the analysis, given that academic literature lacks a reliable way to code and analyze this type of data. I developed an algorithm that identifies keywords, the reasoning of the text and the subject and I have the research skills to develop a new way to code and analyze unstructured data via qualitative analysis.
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- 146. Rubens Zimbres Fev/2016 146 RUBENS ZIMBRES rubens.zimbres@eclipso.de (11) 96750-‐6962 (11) 3022-‐6755