send16 | make it personal with data science
TRANSCRIPT
#SEND16
MAKE IT PERSONAL WITH DATA SCIENCE
Luca Olivari, Chief Data Officer
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Giovanni di Ser Guidi, Le sette arti liberali – Dipinto ca 1460
Contactlab❤ l’arte
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Qual è il tuo movimento preferito?
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#SEND16is an event organized by
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Vincent Van Gogh, Notte Stellata – Dipinto 1889
… e il tuo dipinto preferito?
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… e tu sei un ‘fashionista’
Aspetta, c’è più dell’arte…
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Ciascuno di noi è un individuo
La comunicazione personale è focalizzata
su comprendere chi siamo
Le aziende customer-driven devono
raccogliere, ampliare e analizzare le
identità
Emoziona ogni individuo
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Come si espande il mercato
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Due esempi
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Source: http://about.bnef.com/press-releases/electric-vehicles-to-be-35-of-global-new-car-sales-by-2040/ Source: http://www.slideshare.net/kleinerperkins/2016-internet-trends-report/43-
KPCB_INTERNET_TRENDS_2016_PAGE
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Un sogno a occhi aperti?
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Comportamenti sui siti e app
Social network
Reazioni al direct marketing
Acquisti online and in-store
Le nostre impronte digitali
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Il comportamento è complesso e dipende
da molteplici fattori
Le impronte digitali ti circondano
La maggior parte dei dati è già disponibile
Raccogli, raccogli e raccogli
Raccogli più dati
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La competizione per l’attenzione è
sempre più elevata
I consumatori devono rimanere ingaggiati
Cosa ci guadagnano?
Diverti ed incentiva
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VS
Fonte: http://techcrunch.com/2010/10/13/kiva-ceo-on-the-next-5-years-and-why-zynga-is-their-
biggest-rival-tctv/
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Crea fiducia in primis
Crea fiducia in primis
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Come pescare in un lago di dati?
Centralizza e metti in relazione
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Un comportamento simile non è correlato
a variabili socio-demo
Siamo quello che facciamo, che ci piace,
che leggiamo, che consumiamo, che
produciamo, che crediamo, etc.
Più cose abbiamo in comune meglio è
Crea un grafo del comportamento
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Esplorazione vs Spiegazione
Esplora i dati senza pregiudizi
La visualizzazione è la voce dei dati
Presentali in un modo conciso e
accattivante
Sperimenta (visualmente)
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The Karma Train – Trovare relazioni non previste e non
prevedibili in Fonte: http://cs109.joeong.com/
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Where's Wally? (conosciuto negli Stati
Uniti e in Canada come Where's
Waldo?) è una serie di libri per bambini
creati dall’illustratore inglese Martin
Handford.
Fonte: https://en.wikipedia.org/wiki/Where%27s_Wally%3F
Pensa all’obiettivo finale
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Ogni azienda è una «data company»
Gartner prevede che il 30 per cento del business avrà iniziato
a monetizzare direttamente o indirettamente gli asset
informativi con lo scambio o la vendita entro il 2016
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