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

1. Bck to
Informtion Discovery
Jorge Teixeira da Silva
Business & Social Intelligence Lead @ DRI
www.dri-global.com

2. What is BIG DATA
(Hadoop) A large amount of
unstructured and semi-
structured data.

3. BIG DATA
always encompasses
“Information Discovery”

4. But Before going BIG
Let’s strt smll...

5. Customers
...by the
Customer’s Point of View...

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. Where re the touch points?
Test
Need Reserch Compre Aproch Purchse Use
Drive

8. Which channels are available for
customers in each phase
of the decision cycle?

9. Which information is
available to Customers?

10. Is the information
consistent across channels?

11. Is customer information traced
back, and providing insights?

12. Customer Decision Cycle
Test
Reserch Compre Aproch Purchse Use
Drive
Touchpoint's Touchpoint's
Information Information
Availability Availability
Information Information
Consistency Consistency
Customer Customer
Information Information

13. ... and discovered flows and missing bits,
Test
Reserch Compre Aproch Purchse Use
Drive
Customer?
Identifible
No Info
individul?
Dt
Exists Info
Avilble?
Touchpoint's

14. To build a Customer Intelligence Center!
Customer?
Identifible
individul?
Dt
Avilble?
Touchpoint's

15. Around strategic channels and processes
Customer?
Identifible
individul?
Dt
Avilble?
Touchpoint's

16. Unique ID
Facebook ID
Email
Name
Address
Fiscal Number
#Website visits
#Orders
Force Level
#Products
Opinion Leader?
Interest groups

17. First step:
Discover the information

18. Know where information is.
And where it is not.

19. End result: a map.
Define a strategy to
address information
gaps.
…its about all the processes
in an organization that have a
touch point with customers.

20. Certain tools can
help you achieve
this “information
choreography”

21. And created a customer
intelligence center.

22. Transactions
(orders, quotes, invoices, credits, ...)

23. Interactions
(emails, web visits, calls, shop visits, ...)

24. Demographics
(name, age, gender, geography,...)

25. ...and Customer Lifestyle
(Facebook, Twitter, blogs, forums ...)

26. To complete the missing pieces ...
Test
Reserch Compre Aproch Purchse Use
Drive
Customer?
Identifible
individul?
Dt
Avilble?
Touchpoint's

27. With this complete vision,
your organization can become Customer Centric.

28. First Walk
Before
Running!

29. The Digital Advantage:
Fashionists Digirati*
Experimental Vision
Lots of stuff Understanding
Little Drive value
Digital 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. Revenue
Fashionists Digirati*
Experimental Vision
Lots of stuff
Little +6% +9% Understanding
Drive value
Digital 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. Profitability
Fashionists Digirati*
Experimental Vision
Lots of stuff Understanding
Little
-11% +26% Drive value
Digital 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. Image Credits
http://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. Thank you!
Jorge Teixeira da Silva
Business & Intelligence Lead @ DRI www.dri-global.com
jorge.teixeira.silva@dri.pt +351 21 715 30 55
info@dri.pt