information discovery - big data
DESCRIPTION
Discovering the information available to customers on the touch points.TRANSCRIPT
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Bck to Informtion Discovery
Jorge Teixeira da SilvaBusiness & Social Intelligence
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What is BIG DATA A large amount of unstructured and semi-
structured data.
(Hadoop)
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BIG DATA always encompasses
“Information Discovery”
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But Before going BIGLet’s strt smll...
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Customers
...by the Customer’s Point of View...
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... nd the customer decision cycle
Need Reserch Compre AprochTest Drive
Purchse Use
Sample Decision Cycle for purchasing a car
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Where re the touch points?
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Purchse Use
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Which channels are available for customers in each phaseof the decision cycle?
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Which information is available to Customers?
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Is the information consistent across channels?
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Is customer information traced back, and providing insights?
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Reserch Compre AprochTest Drive
Purchse Use
Customer Decision Cycle
Touchpoint's
Information Availability
Information Consistency
Customer Information
Touchpoint's
Information Availability
Information Consistency
Customer Information
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... and discovered flows and missing bits,
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Purchse Use
Touchpoint's
Dt Avilble?
Identifible individul?
Customer?
No Info
Exists Info
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Touchpoint's
Dt Avilble?
Identifible individul?
Customer?
To build a Customer Intelligence Center!
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Touchpoint's
Dt Avilble?
Identifible individul?
Customer?
Around strategic channels and processes
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Unique IDFacebook ID
EmailName
AddressFiscal Number
#Website visits#Orders
Force Level#Products
Opinion Leader?Interest groups
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First step: Discover the information
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Know where information is.And where it is not.
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…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.
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Certain tools can help you achieve this “information choreography”
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And created a customer intelligence center.
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Transactions (orders, quotes, invoices, credits, ...)
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Interactions (emails, web visits, calls, shop visits, ...)
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Demographics (name, age, gender, geography,...)
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...and Customer Lifestyle (Facebook, Twitter, blogs, forums ...)
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Touchpoint's
Dt Avilble?
Identifible individul?
Customer?
To complete the missing pieces ...
Reserch Compre Aproch Test Drive
Purchse Use
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With this complete vision, your organization can become Customer Centric.
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First WalkBefore Running!
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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
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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
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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
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Thank you!
Jorge Teixeira da SilvaBusiness & Social Intelligence