ADVANTAGES AND OPPORTUNITIES OF DATA- CENTRIC DECISION MAKING

Transcription

1 ADVANTAGES AND OPPORTUNITIES OF DATA- CENTRIC DECISION MAKING Davide Cervellin

2 Disclaimer The content of this presentation and this speech are an expression of my own thoughts and experiences, collected over the years in several companies and countries. In no way what I say reflects the views of my current employer, unless clearly stated.

3 AGENDA SETTING THE CONTEXT: The Omnichannel world The BIG DATA opportunity

4 CONSUMER BEHAVIOUR HAS CHANGED Lines between online and offline have blurred in an omnichannel world

5 CONSUMERS ARE NOW IN CHARGE Their marketplace is global Promotions & Coupons Locating Stores Social Commerce Mobile commerce Loyalty In-store Research Barcode Scanning & Self-Checkout Shopping Lists

6 SHOPPING HAS CHANGED Online Offline Chloe joins her friends for lunch and shows them the sunglasses on her smartphone She pops to a sunglasses retail store to try on the Bench sunglasses Browsing on her ipad, Chloe is targeted with a banner offering 10% discount She uses the ebay Fashion app on her ipad to 'virtually' try on Chloe decides to similar glasses get her first choice she now wants the best deal Purchase She compares online reviews and uses the RedLaser app to find local stockists and deals Decision "OMG! Loving the shades on Estelle on X Factor. Where can I get a pair?!" On her laptop, Chloe browses stores that stock Search Bench A friend tweets that they're made by Bench START She tweets about them asking friends for help to get a pair Chloe spots some must-have sunglasses whilst watching X Factor Chloe finds a great deal on ebay offering Click & Collect Chloe orders her glasses selecting a store location for collection, and pays through PayPal Chloe gets a delivery confirmation, and collects her order at her Post selected store. She tweets a selfie in Purchase her new glasses and shares her experience on Facebook FINISH Order & Payment "Loving my new Bench glasses!"

7 A FEW EXAMPLES OF JOINT INNOVATION + TECHNOLOGY SHOPPABLE WINDOWS: Kate Spade Saturday INTERACTIVE WALL VIDEOS: Toys R Us CLICK & COLLECT: Argos Collection Points More Complexity + Measurability = More Opportunities

8 Why do you care? 1982 Tesla Market cap: 54B$ (Ford 45B$) IoT and Wearables are the key to understanding user behavior better than ever before

9 AGENDA SETTING THE CONTEXT: The Omnichannel world If we have data, let s look at data. If all we have are opinions, let s go with mine. The BIG DATA opportunity Jim Barksdale former CEO Netscape

10 Big data is a very recent trend This is when marketers and people outside of IT started caring about this opportunity

11 But with another name it is a trend that started way before Tech companies have been exploiting data for a long time now

12 With Big Data needs have changed and there are more opportunities now than ever before Value

13 Machine learning allows to go from segments to people We re entering a new era in technology where consumers are choosing experience over products. Bryan Krzanich, CEO, Intel Broadcast Segmentation Individualization Only algorithms can manage personalization at scale

14 Data are now around every business function Marketing, Brand & Adv. Sales Finance Logistics, Supply Chain Governance and platforms over data are paramount to empower business units and guarantee a fair and cost efficient approach HR, Legal IT - Small Teams - Tools - Processes - Right reports

15 DATA ARE INGREDIENTS, ANALYTICS IS THE RECIPE ASKING THE RIGHT QUESTIONS REPORTING BEHAVIOURAL ANALYTICS MACHINE LEARNING BUSINESS INTELLIGENCE PREDICTIVE MODELS AUGMENTED INTELLIGENCE

16 THE FOUR STAGES OF BIG DATA ADOPTION Phase Governance Need Record Data IT Hardware Processes Reporting Data IT/3 rd party Software Vendor Data-based decision making Marketing Operations Software Tools PEOPLE Predictive Analytics Finance CULTURE

17 DATA MAKE EVOLUTIONS, PEOPLE MAKE REVOLUTIONS Federico Faggin Adriano Olivetti Alessandro Volta Antonio Meucci Galileo Ferraris Guglielmo Marconi

18 THANK I am a dinosaur and I could become CFO without being a data expert but my successor won t have that luxury. Scott Schenkel CFO ebay (Aug ebay Analytics summit) YOU Davide Cervellin