web marketing evolution : big data scenario
DESCRIPTION
Intervento Fabio Castronuovo al convegno Business International Web Marketing Evolution 2013TRANSCRIPT
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“Ripensare gli strumenti di analisi Marketing attraverso i big
data” Lo scenario
Milano Marzo 2013
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30 Bilioni di contenuti condivisi ogni mese
(WebLinks, Foto, Storie, Video, Posts, Notizie su Facebook)
>500 Ml di utenti attivi su Facebook
900 ML di contenuti con cui gli utenti interagiscono (pagine,
gruppi, eventi) 35 Ml di utenti modifica il proprio
status ogni giorno
1 Bilione di tweet / week
10000 TPS (Tweet per second) Durante il superbowl
1 Bilione smartphone nel mondo
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E ancora….
4
(Forums, Reviews, Youtube, Linkedin, Vimeo, G+, Tumblr, Pinterest, Blogs & News)
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The SCRM Iceberg (P. Greenberg)
1% delle conversazioni fra clienti vengono inglobate nella conoscenza aziendale 9% delle conversazioni fra clienti vengono in contatto con l’organizzazione ma non generano alcun apprendimento 90% delle conversaizoni fra clienti non entrano mai in contatto con l’azienda. separare il rumore dal segnale rilevante
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Classificazione
Cluster Analysis
Data Fusion & Integration
Machine Learning NLP
Statistics
Pattern Recognition
Network Analysis
Sentiment Analysis
Geolocalizzazione
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*Studio Adobe social media forum europe 18-19 Marzo 2013
Come utilizzare questi dati
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Quali sorgenti vengono utilizzate
*Studio Adobe social media forum europe 18-19 Marzo 2013
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Principali ostacoli ad un uso efficace
*Studio Adobe social media forum europe 18-19 Marzo 2013
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*Studio Adobe social media forum europe 18-19 Marzo 2013
Ruolo Tecnologie
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La strada è ancora lunga
*Studio Adobe social media forum europe 18-19 Marzo 2013
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Grazie! Domande ?
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Bibliografia
• MCKinsey :Big Data the next Frontier for Innovation • Adobe: Quarterly Digital Intelligence Briefing: Managing
and Measuring Social WhitePaper • AmcServices – Social Samples