Importante: si haces click en "notas", verás la explicación que acompañó a cada diapositiva durante la conferencia.
El Big Data es el petróleo actual de las compañías, es su ventaja competitiva.
El Big Data marcará la diferencia entre el éxito y el fracaso en tecnología que ya está con nosotros (Realidad Virtual, Realiad Aumentada, Marketing Automation), y la que está por venir en breve (IoT, Inteligencia Artificial y los asistentes virtuales, robótica, coches sin conductor...).
Con esta presentación intentamos dar una visión inspiradora al peso e importancia del Big Data en las empresas y en la tecnología que vendrá
7. Big Data Is not
AI…
It is all of us
73% of Business
will increase
spending over Big
Data in 2017
$54.3bn revenue by
2017
90% of data
generated in the
last 2 years
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18. Sources
- “Big data to reach $50bn by 2017” (http://goo.gl/mRJ6W9)
- “90% of world’s data generated over the last 2 years”
(http://goo.gl/uGi2T7)
- “Uber buys a mapping company” (http://goo.gl/VsUaRs)
- “Volvo and Uber to develop autonomous driving cars”
(http://goo.gl/ROncGL9
- “Uber’s first self-driving fleet arrives in Pittsburgh this
month” (http://goo.gl/GchCQf)
- The Void Virtual Reality (http://goo.gl/0wXjvs)
- Zero Latency Virtual Reality (http://goo.gl/v6rQAI)
Notas do Editor
SLIDE 1. Introduction
The new economy and the Big Data economy
The last slide has all the sources of the info that appears in the document
SLIDE2. The birth of the Age of Machines
All started in the II World War, when the british, led by Alan Turing, deciphered Germany’s Enigma Machine
The birth of modern computation began
It gave the british the power to become semi-god, as they knew german attack plans before they occured. But they couldn’t stop them all to avoid germans become suspicious and re-code the Enigma Machine. Thus, they decided who had to live, and who to die, as seen in the “Imitation Game”
Think on today. People do not have the power of deciding who lives and who dies, but have ongoing super-powers
SLIDE 3. The Age of Machines. Where is our consumer?
We can call it the Age of Sensors, the Age of mobile, the age of the super-connected consumer
Virtual reality is not just a hype. It’s the next form of entertainment. Play Station VR, Samsung Gear VR, Google’s Daydream, Oculus Rift or the concept The Void will change the way we do Marketing
SLIDE 4. The Age of Machines. Where is our consumer?
New ways of consuming TV are emerging. TV on-demand and streamming will make Marketers re-think about how to do “traditional” advertising. GRPs are losing weight as a KPI.
Goodbye broadcasting, hello streamming
SLIDE 5. The Age of Machines. Where is our consumer?
Consumers control the location. Where we are, where we have to go and what’s around us.
It’s probably the most advanced and utilized of the super-powers of this Mobile Age.
Real time communication and contextual Marketing are key to succeed. And only mastering Big Data this will become possible
This is a double razor edge. If not, check your Google Maps and tap on “Your chronology”. Unless you’ve disabled this option (which, on the contrary to what most people say, I do not recommend), Google knows where you’ve been and how you commute
SLIDE 6. The Age of Machines. Where is our consumer?
Mobile is not a single concept. We no longer speak about a mobile device. We speak about mobility, about wearables, smartwatches, smartbands and, in a non too distant future, smartglasses or autonomous cars, which will be connected gathering and sending information
Mastering Mixed Reality (Virtual Reality plus Augmented Reality), new ways of consuming content through any device, location-based Marketing and mobile is an insurmountable task that needs Big Data processing, data scientists and new BPM (Business Process Management) that are still missed by most big “traditional” companies
SLIDE 7. The age of Machines. The age of Big Data
Big Data. The heart of AI
M2M will increase its role in Marketing as machines will gather all the information generated, process it, and even will make our marketing campaigns.
Consumers are generating tons of data every day (location data, Social Media interactions, health habits through apps monitoring physical exercise, likes and preferences etc). Only machines can process them and help us to really do contextual Marketing and communication, which will be what our prospects and customers are demanding
SLIDE 8. The age of Machines. The age of Big Data
The trends of the future will be Wearables, Internet of Things, Mixed Reality, Artificial Intelligence and Robotics. And the glue is Big Data.
Yet the human touch is still, and will be needed
SLIDE 9. The New Normal in business
None of these companies existed 20 years ago. 15 years ago, only Amazon.
How and why Kodak missed the Digital Revolution?
Will Uber be uber-ized by driverless cars?
Where will these companies be in 15 years? Which will be the next?
Will Fintech revolutionize the financial industry?
How the new media consumptions patterns will change?
SLIDE 10. The New Normal in business
All the new companies of this new economy have something in common. They are disruptive, turning upside-down consolidated markets through new uses of technology, and being user based, customer-centric.
All industries will be uber-ized, as technology stops for no one. Resistance is futile
SLIDE 11. The New Normal in business
Uber itself, that has dramatically revolutionized the transportation industry, can be uber-ized by the rise of autonomous cars.
So Uber is reacting on time. First of all, buying a map company to better optimize routes and not depend on a third party (Google Maps, Bing Maps)
But secondly and most important, partnering with Ford and Volvo to build its own driverless cars. Indeed, from September 2016, you can call a driverless car in Pittsburgh, USA.
The Future is here
SLIDE 12. The New Normal. Super connected consumers
The buying cycle and customer journey are nowadays broken by mobile. Same with the 4 P’s of Marketing Mix
Our systems (ERP, CRM…) and our customers are generating tons of information in a daily basis
Big Data Analytics is a competitive advantage. Communicating and solving a specific need to the right customer at the right time and right location can make the difference in an overloaded world and over-stimulated consumer
New BPM, company culture and profiles are needed, and this is where the Digital Transformation journey begins. Without Digital Transformation, Big Data is just something everyone talks about but that nobody understands
How quick we handle the new challenges, all this new data and react to our customers’ unique needs, will make the difference
SLIDE 13. The Analytics and BI Roadmap
The path or roadmap to follow:
First, process and gather real time data
Second, be ready and prepared for Marketing Automation that will use real time triggers
Third, use Machine Learning algorithms so your CRM can “take decisions” in real time and enrich your business rules
Fourth, Location is the new golden boy
SLIDE 14. The Marketing roadmap
Big question coming up recently. Will our future be between human against the machine? Will machines, technology and Artificial Intelligence replace our jobs? Where is the human touch?
SLIDE 15. The Marketing roadmap
There will be a reallocation of tasks. Repetitive and routine tasks will tend to disappear. But new jobs where human and machine interaction and “team-building” will be commonplace.
Main tasks in the short-run: configuring the Business Rules, setting all the Marketing flows, “thinking” and adding the “rational touch”, configuring and setting the catalog, conversion Rate Optimization, and providing abstract, human thought to the Machine “decisions”, limiting them if needed
SLIDE 16. Forget the old approach
Forget the old approach, that is, forget about gathering structured data, store them in your data warehouse, and have your CRM to send canned communication to segmented groups
SLIDE 17. Roadmap/focus from now on
Challenges of business and Marketing teams that can only be mastered through Big Data processing and putting digital first, at the top of the organization pyramid
First, identify the person. Social Log-in, your best allied. But an online purchase is also valid (although even an online purchased has richer data if logged-in with a social account)
Second, identify devices. Which unique devices the customer/prospect uses (this is done through digital stamps, that are unique to each device). Only with Big Data this is possible
Third, build individual profiles, treat your customers/prospects as individuals and unique, not as targets
Fourth, implement a Machine Learning algorithm and fine-tune your business rules in your CRM. Put it to work in a controlled environment, monitor it, and let the machine to make “little” decisions. Tweak the business rules accordingly and see results
All this process is only possible if a Big Data and Digital Transformation process has occurred in the company previously