SEND16 | Make it personal with data science

#SEND16

MAKE IT PERSONAL WITH DATA SCIENCE

Luca Olivari, Chief Data Officer

#SEND16is an event organized by

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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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Costruiamo un marketing data science cloud

Sperimentiamo insieme?

SEND Insights

is an event

organized by

[email protected]

@lucaolivari