4. “In an information-rich world, the wealth of
information means a dearth of something else: a
scarcity of whatever it is that information
consumes. What information consumes is rather
obvious: it consumes the attention of its
recipients. Hence a wealth of information creates
a poverty of attention”.
Herbert Simon, 1971
Atenção se tornou recurso escasso
5. CMOs need bigger efficiency
of media spending
0.
0.
0.
1.
1.
Marketing Influenced Sales
Overall Sales
Conversion Rate
Customer experience
Marketing ROI
5 most important measures to gauge marketing success
Fonte: IBM CMOs Study 2012 (Interviews with 1.700 Global CMOs)
11. “Numbers do not speak for
themselves”
James Heckman, Prêmio Nobel
de Economia
“Data and data sets are not
objective; they are creations of
human design. We give
numbers their voice, draw
inferences from them, and
define their meaning through
our interpretations. Hidden
biases in both the collection
and analysis stages present
considerable risks, and are as
important to the big-data
equation as the numbers
themselves”
Kate Crawford, MIT
12. Sociedade
(Economia / Cultura / Tecnologia)
Mercado
Segmento
Indivíduo
Publisher Data
Dados do cliente
Third party
Redes Sociais
Pesquisas
Dados públicos
Fontes de Dados
Proprietárias Públicas
TáticoEstratégico
Impactonavantagemcompetitiva
Novas tecnologias de venda são
parte do “Smart Data"
Adaptado de “Beyond Big Data”, Esomar, 2013