Want to improve the customer experience while optimizing customer service, marketing spend and wallet share?
In this FREE webinar from Tnooz and IBM, attendees learn the benefits of big data analytics including:
Developing persona-level customer segmentation.
Improving products/services launches.
Optimizing return on marketing spend.
Utilizing social media analytics.
Webinar presenters are:
Kurt Wedgwood – information agenda consultant for travel and transportation, IBM
Tzaras Christon – executive vice president for growth, Aginity
Kevin May - editor and moderator, Tnooz
Gene Quinn - CEO and producer, Tnooz
Thank you Gene and Kevin for the introductions and to all of you for taking this hour out to join the webinar.To Open, we just wanted to share with everyone who is in the audience. Using you keyboard would you please answer the poll?
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We’d like to do our own Poll, here and see how it compares
Doing a quick switch from retail to T&T, I wanted to call out what IBM has defined as our major Trav & Trans imperatives that are represented in one or many of our clients major strategic intiatives:Maximize availability of assets and infrastructureDramatically improve the end-to-end customer experience.Improve operational efficiency and reduce environmental impactEnhance services to increase revenue and manage capacityAs in the prior slide, we will focus on the customer, and you should know that BigData&analytics is central to all 4 of these imperatives.Tzaras, would you take our lead in going further into the Dramatically improve the end-to-end customer experience?
Do we want to highlight the predictive prescriptive bubbles?Specify which data lives in the Corp DW & what is in the Mrkting DWAttributes
Dark Gray = CIABlue = Connected systemsCIA is a marketing hub that brings disparate systems togetherWe are highlighting integration with a select list. This is A list of connections, not THE list of connections.Advance to see a list of typical integration pointsThe next slide is a duplicated slide to make the animations work right. If changes are made here, we will want to duplicate them there.
Line through representing CIA that pulled everything together.
Consider changing order in solution column…also what did they really do?
Tzaras, thank you for the great examples. I believe you really captured how other companies are differentiating themselves in this enriched world of customer information.Tying to your last example, In IBM’s CXO study, we found that CMOs (across industries) are currently working on integrating cross channel to capture all customer interaction and proactively reachout through all touchoints, the use analytics for customer insight, and the use of social networks to foster collaboration beyond brand development to new channels, business models and products/services.Note the numbers don’t ad up, missing today – 3 years. And the first one adds over 100%.
The CMO, and now the CEO, are really adjusting their ways as, the voice of the customer is being not only heard, but invited into the organization in new ways.In fact, In IBM’s 2013 CXO study, theCEOs told us that customers come second only to the C-suite in terms of the strategic influence they wield. When asked, “Who has the most influence on your strategic vision and business strategy?” 55 percent of interviewed CEOs cited customers. This not only underscores the need to act now, but the amount of process change that is happening across all industries.
So, we have shared a lot. We To better understand the big data landscape, we asked respondents to describe the level of big data activities in their organizations today. The results suggest four main stages of big data adoption and progression along a continuum that we have labeled Educate, Explore, Engage and Execute.In each of these stages, IBM has offerings to help you on your journey.Educate: Building a base of knowledge (24 percent of respondents)In the Educate stage, the primary focus is on awareness and knowledge development. Almost 25 percent of respondents indicated they are not yet using big data within their organizations. While some remain relatively unaware of the topic of big data, our interviews suggest that most organizations in this stage are studying the potential benefits of big data technologies and analytics, and trying to better understand how big data can help address important business opportunities in their own industries or markets. Within these organizations, it is mainly individuals doing the knowledge gathering as opposed to formal work groups, and their learnings are not yet being used by the organization. As a result, the potential for big data has not yet been fully understood and embraced by the business executives. IBM offerings: IBM BIG DATA HUB – the Big Data Hub is intended to be your source for information, content and conversation regarding big data analytics for the enterprise – filled with whitepaper, books, videos, customer case studies, etcIBM Briefings and Solution Centers – face to face opportunity for big data education and ability to bring your business and IT team together to get on the same page about big dataBig data University and YouTube Big Data channel – learn at your own pace – downloads, test environment and sandboxExplore: Defining the business case and roadmap (47 percent)The focus of the Explore stage is to develop an organization’s roadmap for big data development. Almost half of respondents reported formal, ongoing discussions within their organizations about how to use big data to solve important business challenges. Key objectives of these organizations include developing a quantifiable business case and creating a big data blueprint. This strategy and roadmap takes into consideration existing data, technology and skills, and then outlines where to start and how to develop a plan aligned with the organization’s business strategy. IBM Offering – IBM can come in and do a Big Data workshop briefing to help your business team prioritized the best use cases to apply big data based on impact to the business from a strategic, business value and TCO standpoint. Likewise IBM can recommend the big data platform that will support the business use casesIN SOME CASES, where your business has already identified the business use case, we can proceed with helping you design the solution and prove it out in a Proof of ConceptEngage: Embracing big data (22 percent)In the Engage stage, organizations begin to prove the business value of big data, as well as perform an assessment of their technologies and skills. More than one in five respondent organizations is currently developing POCs to validate the requirements associated with implementing big data initiatives, as well as to articulate the expected returns. Organizations in this group are working – within a defined, limited scope – to understand and test the technologies and skills required to capitalize on new sources of data. IBM offering: Proof of Concept is an important stage – for IBM this does NOT mean experiments and test environments. Instead it is helping clients after they’ve identified the business use case to have their big data environment, with IBM’ value add technologies on top of hadoop, to have this big data platform supporting their business environment. It is an important validation and learning phase before clients deploy across multiple use cases and across the enterpriseExecute: Implementing big data at scale (6 percent)In the Execute stage, big data and analytics capabilities are more widely operationalized and implemented within the organization. However, only 6 percent of respondents reported that their organizations have implemented two or more big data solutions at scale – the threshold for advancing to this stage. The small number of organizations in the Execute stage is consistent with the implementations we see in the marketplace. Importantly, these leading organizations are leveraging big data to transform their businesses and thus are deriving the greatest value from their information assets. With the rate of enterprise big data adoption accelerating rapidly – as evidenced by 22 percent of respondents in the Engage stage, with either POCs or active pilots underway – we expect the percentage of organizations at this stage to more than double over the next year. IBM VALUE: Only IBM has the full breadth of big data platform to support analytics needs across the enterprise and across multiple business use cases. We have the platform to support the operational requirement of big data business use cases, ability to scale as volume of data grows, variety of types of data to handle real-time and the need to have visibility and trusting the data that the big data platform provides.