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Slidedeck I utilized during my KeyNote speech at Italian Association for Market Research Conference 2014 in Milan 2014
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© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
Pietro LeoExecutive ArchitectIBM Italy CTO for Big Data Analytics & WatsonMember of IBM Academy of Technology Core Management Team
@pieroleo www.linkedin.com/in/pieroleo
plus
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
My Original Keynote Title ..
plus
Customerization
Take It Easy!
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
plusCustomer
Our Customer KnowledgeProxies
Customer“memorable”Experience
Experience Economy law: if everything (products and services) is becoming a commodity
Where is the value?
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
“…Big Data & Analytics and
more NOW Cognitive Computing will transform
the relation with our clients...”
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
Source: http://www.youtube.com/watch?v=lPgp4A1vxls
I am part of YOUR
life
COGNITIVEADVISORS
Video 1Video 1
© 2014 IBM Corporation 27 giugno 2014
@pieroleo www.linkedin.com/in/pieroleo
Source: http://www.bloomberg.com/video/meet-the-world-s-most-connected-man-Vs~LzkbkR7yhjza~7nji1g.html
Meet the World's Most Connected Man
Video 1
SmartRobot
Video 2Source: http://www.myjibo.com/
I am part of YOUR Family
© 2013 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
Consumers are open to share their personal information, with the exception of financial data, when there is perceived benefit
Consumer Maintains Control of DataWhat is your willingness to provide information in exchange for something relevant to you (non-monetary)?
Source: IBM IBV Retail 2012 Winning Over the Empowered Consumer Study n= 28527 (global) P04: What is your willingness to provide information for each of the following items if [pipe primary retailer] provided something relevant to you in exchange?
25% 27%41% 41% 44% 46%
63%30% 30%
28% 29% 28% 28%
21%45% 43%33% 30% 28% 26%
15%
0%
20%
40%
60%
80%
100%
Media Usage(e.g. Mediachannels)
Demographic (e.g. age,ethnicity)
Identification(name,
address)
Lifestyle (# ofcars, homeownership)
LocationBased
Medical Financial
Completely Disagree Neutral Completely willing
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
Source: https://datacoup.com/docs#how-it-works
Pietro Leo's Second Income
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
The need and the new value: buid a 360°Integrated Customer View....
360°Integrated Customer View
with TRUST!
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
“…Big Data & Analytics is proving value when it is
part of a
closed-loop Business action ...”..
© 2014 IBM Corporation 27 giugno 2014
@pieroleo www.linkedin.com/in/pieroleo
I can partner with you, Trust me!
Customer info
Indexed 3rd party information related to customer
Customer search: draw in all related records: J Robertson, Janet Robertson, Jan Baker
Enabling a complete purchase history, including Baker records
Customer’s Products
Unstructured internal information related to customer
Activity feed displaying changes in real time
First Step and need: build 360° Customer View
Source: http://www.ibm.com/smarterplanet/us/en/ibmwatson/explorer.html
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
“....so, I can go deep with
you..”
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleoText, text, text.... text
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
Source: TRY IT: Demo on IBM Bluemix - http://watson-um-demo.mybluemix.net/demo
Linguistic analytics to extract a spectrum of cognitive and social characteristics from the text data that a person generates through text messages, tweets, posts, and more.
WatsonUserModeling :: OmniProfile
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleoImages, Imanges, Images... Images
Images Followers of a Brand
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
69%13%
7.8%
3.8% 3.1%
2.4%
Travel & SceneryGoing out
Sports interests
Shopping
60%6.1%
1.8%
1.6%
MultimediaAnalytics
SkyScenery
Rural Scenery
Urban Scenery
Water Scenery
Performance
Zoo
Sport venue
Parade
Outdoor Market
Indoor Store
24%
1.5%
Travel & Scenery
LeisureScenery
Airplane - 12.5%Blue sky - 8.9%
Sunset - 2.4%
Fireworks – 0,5
To
p Trav
el & S
cenery
To
p Sce
nery
Top
Leisu
re
Source: IBM System-V
Analytics to extract insights from images and videos
BrandFollowers
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
“How Big Data & Analytics is evolving and
scaling down the
underline IT complexity ….”
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
Need to cope and satisfy both with technical and business views
New / Enhanced Applications
All Data
Machine/Sensor
Policy
Broker
Claims
Social Media
Location
Litigation & Other 3rd party
Better and Individual
Pricing
Enhanced 360 Degree View
Claims Analytics & Real Time
Fraud Detection
Batch or Real Time Next Best
Action
Information Sharing &
Transparency
Big Data & Analytics Platform
Big Data & Analytics Strategy, Integration & Managed Services
IBM Big Data IT Blueprint
What is happening?
Discovery and exploration
Why did it happen?
Reporting and analysis
What could happen?
Predictive analytics and
modeling
What didI learn,
what’s best?
Cognitive
What action should I take?
Decision management
Information Integration & Governance
Landing, Exploration and Archive data zone
EDW and data mart
zone
Operational data zone
Real-time Data Processing & Analytics
Deep Analytics data zone
Machine/Sensor Machine/Sensor Machine/Sensor
Policy
Machine/Sensor
Policy
Machine/Sensor Machine/Sensor Machine/Sensor
Policy
Machine/Sensor
Policy
Machine/Sensor
Broker
Policy
Machine/Sensor
Broker
Policy
Machine/Sensor
Claims
Broker
Policy
Machine/Sensor
Claims
Broker
Policy
Machine/Sensor
Social Media
Claims
Broker
Policy
Machine/Sensor
Social Media
Claims
Broker
Policy
Machine/Sensor
Location
Social Media
Claims
Broker
Policy
Machine/Sensor
Location
Social Media
Claims
Broker
Policy
Machine/Sensor
Litigation & Other 3rd party
Location
Social Media
Claims
Broker
Policy
Machine/Sensor
Source: http://www.ibm.com/big-data/us/en/big-data-and-analytics/
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
A new CAMS+ “native” application paradigm is starting: the case of
IBM Watson Analytics
Watson Analytics
Communication & Collaboration
Visualization & Storytelling
AnalyticsDescriptive, Diagnostic, Predictive, Prescriptive, Cognitive
Data Access & Refinement
CloudCloud
Operations HR ITFinanceSalesMarketing
Mobile ReadyMobile Ready SecureSecure
Value:•Put analytics in the hands of everyone•Make access to data easy for refinement and use •Deliver through the cloud for agility and speed
PrioritizingAccounts
Receivable
Identifying andRetaining Key
Employees
HelpdeskCase
Analysis
CampaignPlanning and ROI
WarrantyAnalysis
Customer Retention
Finance HRITMarketing OperationsSalesExamles
Visit WatsonAnalytics.com and get started for free
© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
Pietro LeoExecutive Architect
IBM Italy CTO for Big Data Analytics & WatsonMember of IBM Academy of Technology Core Management Team@pieroleo
Grazie! Hope you had a “memorable” Experience with me....
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