Palestra sobre impactos do Big data no marketing das empresas e nas agencias.

1. A tecnologia transforma a vida das pessoas e
das empresas e o Big data revoluciona o
marketing
Cezar Taurion
Executivo de Novas Tecnologias
Chief Evangelist
ctaurion@br.ibm.com

2. A SOCIEDADE
HIPERCONECTADA
TECNOLOGIA
PERVASIVA E
COMPUTAÇÃO
SOCIAL
UM NOVO
AMBIENTE DE
TRABALHO
TUDO EM
TEMPO REAL
UMA NOVA
GERAÇÃO

7. Midias sociais fazem parte do dia a dia
do brasileiro

8. Celulares/ smartphones/tablets já se igualam em numero à
população do planeta…

10. As coisas acontecem muito rapido no
mundo cada vez mais hiperconectado

14. Quem é esta geração digital?
Usam tecnologias digitais no seu dia a dia e esperam usá-las no trabalho.
São early adopters por natureza.
Entram no mundo online cada vez mais cedo... usam a Internet como
laboratório social, para testar limites do relacionamento.
Vivem em ritmo cada vez mais acelerado e são multitarefas (usam celular,
MP3, tablet, smart TV...tudo ao mesmo tempo!)

17. Computing is not about computers
anymore. It is about living!

19. 2007 7% 93%
2000 75% 25%
2013 2% 98%
Digitalização dos dados e informações cresce em ritmo
acelerado!

21. Big Data refers to how to collect, store, and
manage information that comes into an
enterprise so that it can be harvested for
decision making
21

22. Web Logs, URLs
Social Data
Text data: emails, chats
Traditional Approach
Structured, analytical, logical
New Approach
Creative, holistic thought, intuition
Hadoop
Streaming
Data
New
Sources
Unstructured
Exploratory
Iterative
Structured
Repeatable
Linear
Data
Warehouse
Traditional
Sources
Enterprise
Integration
Internal App Data
Transaction Data
ERP data
Mainframe Data
OLTP System Data RFID, sensor data
Network Data
Big Data cria um novo modo de pensar os dados

23. “Clearly, the big data revolution is fostering a
powerful new type of data science. Having
more comprehensive data sets at our
disposal will enable more fine-grained long-
tail analysis, microsegmentation, next best
action, customer experience optimization,
and digital marketing applications” –
Forrester

24. E você ainda pensava que lia
sozinho(a)?

25. Você não é mais um anônimo...
On Internet, they know you’re a four-year-old male dog that has
fleas, prefers canned dog food and was neutered six months
after birth, and this data is for sale for a fraction of a cent in mass
quantities...

26. 26

27. Novas técnicas de visualização

28. Biases in social media data
Digital access
Age
Class
Gender
Literacy
Geography
Optimism
Position on issues
Fans/opponents
...

29. Biases in social media data
Digital access
Age
Class
Gender
Literacy
Geography
Optimism
Position on issues
Fans/opponents
...

30. Sentiment Analysis

31. Copa das Confederções
31
• 8 million tweets analyzed
• 3.2 million tweets about the games
• 2.1 million users
• Most commented moment: David Luiz’s save against Spain - 130K tweets.
• Most commented non-player: Shakira - 16K tweets.
• “Kisses” of Neymar to Gonzalez: almost 7K tweets.
• Hulk elected the “panicat” of the Brazilian team with 8K tweets.

32. 32
Brasil x Espanha
1st half 2nd half
goal
saved
2x0
3x01x0
positive
neutral
negative
tweets/5min
penalty
lost

33. Results of Marketing Campaign of IBM Brazil
in 2013
youtube commercial - 1.5M views TV sponsorship - 22M total audience
above-expectation campaign results
Campaign goal:
“Make the greatness of IBM real for Brazilians.”
Rodrigo Kede, General Manager, IBM Brazil
IBM developed and deployed Ei!,
an app that identifies, filters and
analyzes all the Twitter comments
that Brazilians made during the 5
games of Brazil during the FIFA
Confederations Cup.
• 8 million tweets analyzed in 20 hours
• 3.2 million tweets about the games
• peak of 125K tweets in 5 minutes
• 2.1 million different Brazilians heard
load during Brazil 3x0 Spain (1.6M tweets in 4 hours)

34. A internet, principalmente através das redes sociais, se tornou um
verdadeiro repositório de emoções. Todos os dias pessoas de todas
regiões, classes e idades expressam-se livre e espontaneamente, criando
um verdadeiro termômetro de suas vidas , no momento em que as coisas
estão efetivamente acontecendo

35. Big Data impacta todos setores de negócio…
Insurance
Solvency II
Antifraud, Waste, Abuse
Next Best Action
Operational Risk
Policy Analytics
Claims Analytics
Single View of Customer
Banking
Single View of Customer
Customer Centric
Asset Optimization
Security
Enterprise Ops Risk Mgmt
Credit Lifecycle Mgmt
Next Best Action
Fraud – AML
Digital Adoption
Telco
Centralized BI Delivery Center
EDW and BI Transformation
Call Detail Record Analytics
Advanced Analytics Lab
Next Best Action
Predictive Asset Optimization
Network Analytics
Energy
& Utilities
Power Delivery Dashboard
CFO Performance Insight
Smart Meter
Customer Insight
Grid Analytics
Risk Analytics
Condition Based Maintenance
Media and
Entertainment
• Audience Insight
• Business process transformation
Retail
Customer Driven Loyalty Marketing
Collaborative Analytics Platform
Intelligent Ops Center
Customer MDM
Social Media Segmentation
Travel and
Transport
Consumer
Products
Post Event Analysis and Tracking
(DSR)
• Shelf Availability (SW)
• Promotional Spend Optimization (SW)
• Merchandising Compliance (SW)
Government
Social Program Integrity
Citizen Access and Insight
Border Control Management
Customs Risk Management
Road User Charging
Healthcare
Automotive
Actionable Consumer Intelligence
Predictive Asset Optimization (Equip
Health & Mfg Quality and SCO)
Life Sciences
Strategic Insight Portfolio (SIIP)
Clinical Research Library
Patient Adherence
Chemical and
Petroleum
Turnaround Management
Performance Mgmt System
Drilling Analytics
Master Data Management
Industrial
Products
Electronics
Predictive Asset Optimization
Customer Analytics
Quality Early Warning System
Supply Chain Analytics
Customer Loyalty & Insights
Dynamic Social Media
Recommendations
Production Design and Optimization
Scheduling
Customer Segmentation and
Member Analytics
• Measure & Act on Population Health
Outcomes (SW)
• Engage Consumers in their
Healthcare (SW)

36. 36
'Big Data' está ainda no canto da tela do radar dos CIOs/CEOs/Gestores…
Adoção de Big data
Some are just
starting to explore
'Big Data'
Most are already debating/
evaluating/ considering
'Big Data'
Adoção
A few are already/
still implementing
'Big Data'
Several plan to
implement w/in the
near futureOnly a minority has
not looked/ won't
look into it
Ignorants Early
Explorers
Heavy
Explorers
Planners Implementors

37. World without secrets...
Starting everyday and accelerating over the next
10 years, almost everything that people and the
machines around them do continuously recorded
and stored in databases...anyone who wants to
know anything badly enough will be able to find out
whatever they want to know...everything is and will
be recorded...those are the basics of the World
Without Secrets. We’re already in it, and its impact
is accumulating and accelerating. Within 10 years,
the effects will be very strong and widespread,
and a lot of the rules for people, businesses and
governments will be very, very different.

38. The rise of the Data Scientist in 2013
38
“A data scientist is someone who can
understand the desired business
outcome, examine the data, and create
hypotheses about how to establish
predictive rules that can enable
business outcomes such as increasing
eCommerce upsell, keeping a
production line running, or eliminating
stock-outs” – Forrester
Data Scientist: The Sexiest Job of the 21st
Century – Harvard Business Review

39. Como agir?
39
Funding
Source of Value
Sponsorship
Data
Platform Trust
Culture
Measurement
Strategy Technology Organization
Expertise
Establish a common vision
to guide actions and deliver value
Create trustworthy
relationships
Create confidence
with governance and security
Ensure alignment between analytic
focus and value creation
Create value with rigor
and collaboration
Measure impact
and model the future
Make decision
based on facts
Increase knowledge-sharing
opportunities
Integrate hardware and software
to manage big data
Source: Analytics: A blueprint for value – Converting big data and analytics into results, IBM Institute for Business Value © 2013 IBM

40. Multiple Data
Sources
Prediction &
Optimisation
Models
Organizational
Transformation
Creatively source internal
& external data
Upgrade IT architecture
and infrastructure for easy
merging of data
Focus on the biggest
drivers of
performance
Build models that
balance complexity
with ease of use
Create simple,
understandable tools for
people on the frontline.
Update processes and
develop capabilities to
enable tool use
Source : Making Advanced Analytics Work for You : A practical guide to capitalize on Big Data; Harvard Business Review, Oct. 2012
11 22 33
Como agir?

41. Entender claramente que o mundo
mudou…
“The digital revolution
has forever changed the
balance of power
between the individual
and the institution” - IBM
“IDC predicts that by 2020, marketing
organizations will be radically
reshaped into three organizational
"systems" - content, channels, and
consumption (data). The core fabric of
marketing execution will be ripped up
and rewoven by data and marketing
technology.” - IDC
“Digital marketing techniques and
underlying technologies are having a
profound impact in
marketing investment priorities,
budgets, organizational structure, skills
and processes.” - Gartner
“In the next five years, traditional
marketing and selling will shift to digital
channels to capitalize on the "power to
the people" phenomenon that is
displacing brand-centric strategies in
favor of buyer-driven everything.” –
Gartner
“Digital will require you to retool marketing processes, from market and product design through
commerce.” - Gartner

42. Agir rapido, pois o futuro se torna passado rapidamente!

43. 1. Everything that’s already in the world when
you’re born is just normal.
2. Anything that gets invented between then
and before you turn 35 is incredibly exciting
and creative and, given opportunity, you can
make a career out of it.
3. Anything that gets invented after you’re 35 is
against the natural order of things and the
beginning of the end of civilization as we
know it, until it’s around for about 10 years,
when it gradually turns out to be alright.
O novo sempre desperta reações contrárias

44. Coragem para sair da zona de
conforto…

45. Obrigado pela Atenção
Cezar Taurion
ctaurion@br.ibm.com
https://www.ibm.com/developerworks/community/
blogs/ctaurion/?lang=en
@ctaurion
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