Analytics auxiliando em uma melhor experiência digital

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Apresentação de Fernando Barra, Especialista em Analytics da IBM, na Conferência de Mídia Digitalks 2015. Palestra falou sobre: Analytics auxiliando em uma melhor experiência digital.

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Analytics auxiliando em uma melhor experiência digital

  1. 1. 1 Analytics auxiliando em uma melhor experiência digital Fernando Barra Analytics Solutions
  2. 2. Shift happens
  3. 3. Inevitable disruption
  4. 4. New experience
  5. 5. FRAGEMENTATION
  6. 6. 7
  7. 7. 8
  8. 8. Start Your Free Month CONVERGENCE
  9. 9. Cloud Analytics Social
  10. 10. © 2013 IBM Corporation Attract Retain Grow
  11. 11. Behavioral data •Orders •Transactions •Payment history •Usage history Descriptive data •Attributes •Characteristics •Self-declared info •(Geo)demographics Attitudinal data •Opinions •Preferences •Needs & Desires Interaction data •E-Mail / chat transcripts •Call center notes •Web Click-streams •In person dialogues WHY? WHAT? HOW? WHO? Customer Data Experience
  12. 12. § Advanced customer segmentation §Churn § Product affinity § Propensity to purchase § Market basket analysis § Social media sentiment § Targeted promotions § Next best action / offering § Deeper customer engagement § Campaign insight & optimization § Life time profitability analytics § Price management Customer Algoritimics
  13. 13. What is happening? Descriptive The Cognitive Era What could happen? Predictive Prescriptive Cognitive What action should I take? What did I learn, what is best? 15
  14. 14. Intelligence Cognitive
  15. 15. Como a IBM pode me ajudar nesta transformação?
  16. 16. Transform market with data 1
  17. 17. Rebuilding corporate IT to the cloud computing era2
  18. 18. Reinventing the work3
  19. 19. watsonanalytics.com
  20. 20. br.linkedin.com/in/fernandobarra/ Fernando Barra fbarra@br.ibm.com

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