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Sistemas de RecomendaçãoA experiência de compra personalizada
Marcel Pinheiro [email protected]
@marcelcaraciolo
Monday, May 23, 2011
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WEB
Monday, May 23, 2011
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WEBWEB
Monday, May 23, 2011
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VI Encontro do PUG-PEVI Encontro do PUG-PE
1.0 2.0
Fonte de Informação Fluxo Contínuo de Informação
Monday, May 23, 2011
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VI Encontro do PUG-PEVI Encontro do PUG-PE
3.0
USERS
WEB SITESWEB APPLICATIONS
WEB SERVICESSEMANTIC WEB
antes...Friday, October 1, 2010Monday, May 23, 2011
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!"#$%&'()$*+$,-$&.#'/0'&%)#)$1(,0#
Atualmente
Monday, May 23, 2011
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estamos sobrecarregados de informações
Friday, October 1, 2010
Monday, May 23, 2011
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muitas vezes inúteis
Friday, October 1, 2010Monday, May 23, 2011
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às vezes procuramos
isso...
Friday, October 1, 2010Monday, May 23, 2011
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e encontramos isso!
Friday, October 1, 2010Monday, May 23, 2011
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google?
Friday, October 1, 2010Monday, May 23, 2011
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google?
midias sociais?
Friday, October 1, 2010Monday, May 23, 2011
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google?
midias sociais?
eeeeuuuu...
Friday, October 1, 2010Monday, May 23, 2011
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“A lot of times, people don’t know what they want until you show it to them.”
Steve Jobs
“We are leaving the Information age, and entering into the Recommendation age.”
Chris Anderson, from book Long Tail
Monday, May 23, 2011
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Sistemas de Recomendação Friday, October 1, 2010
Sistemas de RecomendaçãoMonday, May 23, 2011
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Recomendações Sociais
“Eu acho que
você deveria ler
estes livros.
Amigos/ Família O Que eu
deveria ler ?
Ref: Flickr photostream: jefield
Ref: Flickr-BlueAlgae
Família/Amigos
Monday, May 23, 2011
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Recomendações por Interação
“Livros que você
pode gostar
são …”
Saída:
Entrada:
O Que eu
deveria ler ?
Avalie alguns livros
Monday, May 23, 2011
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Sistemas desenhados para sugerir algo para mim do meu interesse!
Monday, May 23, 2011
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Por que Recomendação ?
Monday, May 23, 2011
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Netflix- 2/3 dos filmes alugados vêm de recomendação
Google News- 38% das notícias mais clicadas vêm de recomendação
Amazon- 38% das vendas vêm de recomendação
Fonte: Celma & Lamere, ISMIR 2007
Monday, May 23, 2011
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E como funciona a recomendação ?
Monday, May 23, 2011
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O que os sistemas de recomendação realmente fazem ?
1. Prediz o quanto você pode gostar de um certo produto ou serviço
2. Sugere um lista de N items ordenada de acordo com seu interese
3. Sugere uma lista de N usuários ordernada para um produto/serviço
4. Explica a você o porque esses items foram recomendados
5. Ajusta a predição e a recomendação baseado em seu feedback e de outros.
Monday, May 23, 2011
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Filtragem baseada por Conteúdo
O Vento Levou
Duro de Matar
Similar
Armagedon ToyStore
Marcel
gostarecomenda
Items
Usuários
Monday, May 23, 2011
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Filtragem Colaborativa
O Vento Levou
Thor
Similar
Armagedon ToyStore
Marcel
gosta recomenda
Items
Rafael Amanda Usuários
Monday, May 23, 2011
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Desafios
Friday, October 1, 2010
Para área de Marketing
Monday, May 23, 2011
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Vamos ao um exemplo
Monday, May 23, 2011
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Cadê a fidelizaçãco?
E a experiência de compra ?
Monday, May 23, 2011
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Será que ela realmente ouve seus clientes/franqueados?
Monday, May 23, 2011
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Experiência com o usuário conta!
Monday, May 23, 2011
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Monday, May 23, 2011
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Uma compra, hoje, não é uma mera satisfação de uma necessidade, é uma experiência, uma interação com uma marca que tem personalidade, ADN, que é única assim como o consumidor. Por isso todas as relações comerciais são tendencialmente relações pessoais.”
Pedro Velez Godinho, da Creative Sale
Monday, May 23, 2011
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Marketing Relacional
Monday, May 23, 2011
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Conhecimento sobre os Produtos
Monday, May 23, 2011
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Ser um agente do cliente
Monday, May 23, 2011
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Manter excelentes serviços nos pontos de contato com o cliente
Monday, May 23, 2011
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Melhorar a gestão do conhecimento
Monday, May 23, 2011
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Usar a comunidade para criar conteúdo
Monday, May 23, 2011
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Dados e Pesquisas de Relacionamento com cliente
Entradas para um futuro sistema de recomendações
Monday, May 23, 2011
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Fidelizar o cliente através de meios 'low cost'
Marketing Relacional
Monday, May 23, 2011
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Descobrindo os Oceanos Azuis
Monday, May 23, 2011
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Delivery + Feedback nas franqueadas
Monday, May 23, 2011
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Criação de métodos e práticas para construção de uma lista de clientes
(base de dados enquanto principal ferramenta para ações de Marketing Relacional)
1
Monday, May 23, 2011
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Possibilidades avançadas de segmentação
(segmentos automáticos e simples para ações de Marketing Relacional)
2
Monday, May 23, 2011
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Envio de campanhas através dos canais disponibilizados
(email, SMS, MMS, Spots de Voz )
3
Campanhas de aniversário altamente segmentadas por gênero, preferências, localização.
Monday, May 23, 2011
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Mobile Marketing Apps4
Desenvolvimento de aplicativos com ofertas diárias em promoção baseado em posição :)
Monday, May 23, 2011
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Análise por meio de relatórios5
Google Analytics FREE! :D
Monday, May 23, 2011
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E onde entra recomendação em tudo isso ?
Monday, May 23, 2011
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Dados
Monday, May 23, 2011
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+ Feedback de Usuários
Monday, May 23, 2011
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+ Sugestões de Ofertas
Monday, May 23, 2011
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+ Convide seus amigos
Monday, May 23, 2011
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= Fidelização
Monday, May 23, 2011
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Ofertas Relacionadas
Convite de amigos
Ofertas personalizadas
Delivery ! :D
Monday, May 23, 2011
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E o custo disso ??
Monday, May 23, 2011
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Referênciashttp://imasters.com.br/artigo/16637/ecommerce/o_uso_de_sistemas_de_recomendacao_e_a_melhoria_na_experiencia_de_compra/
http://trendwatching.com/trends/ffactor/
https://foursquare.com/venue/12687951
http://pt.wikipedia.org/wiki/Marketing_de_relacionamento
http://pt.wikipedia.org/wiki/E-mail_marketing
http://imasters.com.br/artigo/2792/email_marketing/campanha_de_e-mail_marketing_passos_para_o_sucesso/
http://pt.wikipedia.org/wiki/Sistema_de_recomenda%C3%A7%C3%A3o
Monday, May 23, 2011
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Sistemas de RecomendaçãoA experiência de compra personalizada
Marcel Pinheiro [email protected]
@marcelcaraciolo
Monday, May 23, 2011