Bck to Informtion Discovery

Jorge Teixeira da SilvaBusiness & Social Intelligence

What is BIG DATA A large amount of unstructured and semi-

structured data.

(Hadoop)

BIG DATA always encompasses

“Information Discovery”

But Before going BIGLet’s strt smll...

Customers

...by the Customer’s Point of View...

... nd the customer decision cycle

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Purchse Use

Sample Decision Cycle for purchasing a car

Where re the touch points?

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Which channels are available for customers in each phaseof the decision cycle?

Which information is available to Customers?

Is the information consistent across channels?

Is customer information traced back, and providing insights?

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Customer Decision Cycle

Touchpoint's

Information Availability

Information Consistency

Customer Information

Touchpoint's

Information Availability

Information Consistency

Customer Information

... and discovered flows and missing bits,

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Touchpoint's

Dt Avilble?

Identifible individul?

Customer?

No Info

Exists Info

Touchpoint's

Dt Avilble?

Identifible individul?

Customer?

To build a Customer Intelligence Center!

Touchpoint's

Dt Avilble?

Identifible individul?

Customer?

Around strategic channels and processes

Unique IDFacebook ID

EmailName

AddressFiscal Number

#Website visits#Orders

Force Level#Products

Opinion Leader?Interest groups

First step: Discover the information

Know where information is.And where it is not.

…its about all the processes in an organization that have a touch point with customers.

End result: a map.

Define a strategy to address information gaps.

Certain tools can help you achieve this “information choreography”

And created a customer intelligence center.

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

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

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

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

Touchpoint's

Dt Avilble?

Identifible individul?

Customer?

To complete the missing pieces ...

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

First WalkBefore Running!

The Digital Advantage:

Transformation Management Intensity

Dig

ital I

nten

sity

Source: The Digital Advantage: Capgemini Consulting based on years of joint research with the MIT Center for Digital Business

ExperimentalLots of stuff

Little

ERP, eComUnaware

VisionUnderstanding

Drive value

PrudenceDigital skeptics

Slow, steady

Fashionists Digirati*

* termo que designa especialistas em tecnologia

Beginners Conservatives

Revenue

Transformation Management Intensity

Dig

ital I

nten

sity

Source: The Digital Advantage: Capgemini Consulting based on years of joint research with the MIT Center for Digital Business

+6% +9%

-10%-4%

ExperimentalLots of stuff

Little

ERM, eComUnaware

VisionUnderstanding

Drive value

PrudenceDigital skeptics

Slow, steady

Fashionists Digirati*

* termo que designa especialistas em tecnologia

Beginners Conservatives

Profitability

Transformation Management Intensity

Dig

ital I

nten

sity

Source: The Digital Advantage: Capgemini Consulting based on years of joint research with the MIT Center for Digital Business

Big Data: Problem Big Data: Solution

ExperimentalLots of stuff

Little

ERM, eComUnaware

VisionUnderstanding

Drive value

PrudenceDigital skeptics

Slow, steady

+9%

+26%-11%

-24%

Fashionists Digirati*

* termo que designa especialistas em tecnologia

Beginners Conservatives

Thank you!

Jorge Teixeira da SilvaBusiness & Social Intelligence