Slidedeck I utilized during my KeyNote speech at Italian Association for Market Research Conference 2014 in Milan 2014

© 2014 IBM Corporation
@pieroleo www.linkedin.com/in/pieroleo
Pietro Leo
Executive Architect
IBM Italy CTO for Big Data Analytics & Watson
Member of IBM Academy of Technology Core Management Team
plus

Take It
Easy!
My Original Keynote Title ..
plus
Customerization

plus
Customer
Our Customer
Knowledge
Proxies
Customer
“memorable”
Experience
Experience Economy law: if
everything (products and services) is
becoming a commodity
Where is the value?

“…Big Data & Analytics and
more NOW Cognitive
Computing will transform
the relation with our
clients...”

Source: http://www.youtube.com/watch?v=lPgp4A1vxls
I am
part of
YOUR
life
COGNITIVE
VViiddeeoo 11 ADVISORS

Meet @pieroleo www.the
linkedin.com/in/pieroleo
World's Most
Connected Man
Smart
Robot
Source: http://www.bloomberg.com/video/meet-the-world-s-most-connected-man-
Vs~LzkbkR7yhjza~7nji1g.html
Source: http://www.myjibo.com/ 2
© 2014 27 IBM Corporation
giugn
Video 1
I am
part of
YOUR
Family

Consumers are open to share their personal information,
with the exception of financial data, when there is
perceived benefit
Consumer Maintains Control of Data
What is your willingness to provide information in exchange
for something relevant to you (non-monetary)?
33% 30% 28% 26% 15%
45% 43% 21%
30% 30%
25% 27%
28% 29% 28% 28%
41% 41% 44% 46%
63%
100%
80%
60%
40%
20%
0%
Media Usage
(e.g. Media
channels)
Demographic
(e.g. age,
ethnicity)
Identification
(name,
address)
Lifestyle (# of
cars, home
ownership)
Location
Based
Medical Financial
Completely Disagree Neutral Completely willing
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?

Pietro Leo's
Second Income
Source: https://datacoup.com/docs#how-it-works

The need and the new value: buid a
360°Integrated Customer View....
360°Integrated
Customer View
with TRUST!

“…Big Data & Analytics
is proving value when it is
part of a
closed-loop
Business
action ...”..

I can partner with you, Trust me!
First Step and need: build 360° Customer View
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
Source: http://www.ibm.com/smarterplanet/us/en/ibmwatson/explorer.html
© 2014 27 IBM Corporation
giugn

“....so, I can
go deep with
you..”

@pieroleo www.linkedin.com/in/pieroleo Text, text, text.... text

WatsonUserModeling :: OmniProfile
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.
Source: TRY IT: Demo on IBM Bluemix - http://watson-um-demo.mybluemix.net/demo

@pieroleo www.linkedin.com/in/pieroleo Images, Imanges, Images... Images
Images Followers
of a Brand

24%
2.4%
69%
7.8%
13%
3.8% 3.1%
Travel & Scenery
Going 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
1.5%
Travel & Scenery
Leisure Scenery
Airplane - 12.5%
Blue sky - 8.9%
Sunset - 2.4%
Fireworks – 0,5
Top Travel & Scenery Top Scenery Top Leisure
Analytics to
extract insights
from images
and videos
Source: IBM System-V
Brand
Followers

“How Big Data &
Analytics is evolving and
scaling down the
underline IT
complexity ….”

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 Strategy, Integration & Managed Services
Big Data & Analytics Platform
Real-time Data Processing & Analytics
Landing,
Exploration
and Archive
data zone
Deep
Analytics
data zone
EDW and
data mart
zone
IBM Big Data IT Blueprint
What is
happening?
Discovery and
exploration
Why did it
happen?
Reporting and
analysis
What did
I learn,
what’s best?
Cognitive
What could
happen?
Predictive
analytics and
modeling
What action
should I
take?
Decision
management
Operational
data zone
Information Integration & Governance
MMMaaaccchhhiiinnneee///SSSeeennnsssooorrr
Source: http://www.ibm.com/big-data/us/en/big-data-and-analytics/

Marketing Sales Finance Operations HR IT
Communication & Collaboration
Visualization & Storytelling
Descriptive, Diagnostic, Predictive, Prescriptive, Cognitive
Data Access & Refinement
Visit WatsonAnalytics.com
and get started for free
Marketing Sales Finance IT Operations HR
A new CAMS+ “native” application
paradigm is starting: the case of
IBM Watson Analytics
Analytics
Watson Analytics
CClloouudd
MMoobbiillee RReeaaddyy SSeeccuurree
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
Prioritizing
Accounts
Receivable
Identifying and
Retaining Key
Employees
Helpdesk
Case
Analysis
Campaign
Planning and ROI
Warranty
Analysis
Customer
Retention
Examles

Grazie! Hope you had a
“memorable”
Experience with me....
Member of IBM Academy of Technology Core @pieroleo Management Team
Pietro Leo
Executive Architect
IBM Italy CTO for Big Data Analytics & Watson

Slidedeck I utilized during my KeyNote speech at Italian Association for Market Research Conference 2014 in Milan 2014

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Slidedeck I utilized during my KeyNote speech at Italian Association for Market Research Conference 2014 in Milan 2014