anabrambilla@gmail.com

1. Data-driven products
Ana Brambilla, September/2018
anabrambilla@gmail.com

2. Assistance
Publique-Hôpitaux de Paris
Business challenge
Optimize the employer use.
Problem to solve
- In some moments the ER
had less patients than health
professionals.
- On the other hand, the
Hospital team couldn’t handle
the high demand.
Solution
A system collects the ER
admissions and does a prediction
about how many professionals will
be needed in each period of
day/week.

3. 25.000 products for sale
Delivery in TWO HOURS in Singapore
Amazon knows what will be purchased
based on order history, pattern recognition,
neural networks, machine learning.
Investment US$ 1 billion
Sensors in gas turbines, jet engines collected by a
cloud-based platform.
1 no-operating day = US$ 25 million
Drastic less aircraft maintenance.
Machines operating under 98% reliability.
Data makes GE’s customers save US$ 7 million yearly
in fuel.
https://sloanreview.mit.edu/case-study/ge-big-bet-on-data-and-analytics/

4. https://cloud.google.com/natural-language/

5. DATA PRODUCTS (or SERVICES)
They don’t usually sell themselves, but they
are used to attract audiences qualified to
sell advertisement, draw attention to
unknown products, promote cross-selling
and to viralize some message.
4 Vs:
Volume
Variety
Velocity
Veracity

6. CROSS-SELLING
ATTRACT AUDIENCE

7. DRAW ATTENTION TO
NEW PRODUCTS
VIRALIZE / SHARE

8. TRADITIONAL
DEVELOPING PRODUCTS
PROCESS:
DATA DRIVEN PRODUCTS
DEVELOPING PROCESS:
● Identify a need
● Developing a
product
● Taking it to the
market
● Conceptualizing the product
● Data acquisition
● Refinement
● Storage & retrieval
● Distribution
● Presentation
● Market-feedback

9. Conceptualizing a Product:
- Map the market needs
- Product definition
- Required data to develop and collect
Data acquisition:
- Public data sets
- Purchase data sets
- Social media data
Refinement:
- Cross data sets
- Clean data
- Organize data
Storage & Retrieval:
- Tagging
- Search capabilities
- Algorithm

10. Distribution:
- There’s no physical barrier
- Keep updating
- Follow tech industry
Presentation:
- EASY! EASY! EASY!
- Anti-multi-steps
- The easier, the higher value!
Market feedback:
- Social listening strategy
- Polls, surveys
- Interactive channels

12. Distribution:
- There’s no physical barrier
- Keep updating
- Follow tech industry
Presentation:
- EASY! EASY! EASY!
- Anti-multi-steps
- The easier, the higher value!
Market feedback:
- Social listening strategy
- Polls, surveys
- Interactive channels

13. Outsider, The Weather
Channel App
Business goal
Renew the brand audience to younger
people.
Problem to solve (Need)
- Runners depend to weather conditions
to practice their sport.
- Each person has a unique physical
structure and reacts differently to the
environment.
- Runners need to respect both above
points to PLAN THEIR TRAINING.
Solution
Collect user inputs and cross with own
smartphone sensors’ data to offer a
prediction about the best moment to run.

14. * # 0 * #
apps

17. To begin...

18. What kind of data
will we need?
Which of them
can we collect?