Creating Value from Big Data - Digital Transformation WorldSmart marketing • Real time data snacks...
Transcript of Creating Value from Big Data - Digital Transformation WorldSmart marketing • Real time data snacks...
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Creating Value from Big Data
Richard Benjamins, Group Director BI & BigData, Internal Exploitation - @vrbenjamins
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Data is growing and will continue to grow
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Organizations that take data serious, perform better
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How to create value from Big Data
Technology& analyticsTechnology& analytics
Allprocesses
Allprocesses
All dataAll dataAll peopleAll people
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Big Data platforms & analytics
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Analytics – Data Science
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Applying it to all business processes (use cases)
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Some Telefonica Initiatives
Video analytics• Upselling
Smart marketing• Real time data snacks
Customer journey analytics• Commercial omni-channel• Digital customer care
Churn reduction• Viral churn• Online channel
Network analytics• Value-based deployment• Upselling (2G – 3G)
Smart Steps
Smart Digits• Fraud prevention• Credit scoring
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For a telco, data sources have significantly increased, enabling a360 customer view
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Empowering all types of people to become more data-driven
Tools to accessdata and insights
Data scientists:courses & events
Product designers:lean start-up and leananalytics
C-Suite:mobile dashboardsand inspirationalevents
Managers:Lean analytics andpredictive analytics tools
Sales people:Dashboard andpredictive analytics tools
Market insights tools
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Data Culture - Adapt or Die
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