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Adaptive Apps: Reimagining the Future - Forrester

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Adaptive apps as the name suggests, anticipate and adapt to the needs of each customer to deliver more relevant and profitable interactions. By combining predictive analytics, big data, and APIs, they deliver individualized experiences that build strong, lasting relationships with customers. Adaptive apps promise to revolutionize how we imagine, design, and build apps and APIs for a wide variety of use cases.

In this track keynote, we’ll introduce the concept of a adaptive app, describe the opportunities they present, and discuss how you can start taking advantage of predictive analytics and APIs to accelerate your business.

Publicado en: Datos y análisis, Software
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Adaptive Apps: Reimagining the Future - Forrester

  1. Adaptive Apps: Reimagining The Future Mike Gualtieri, Principal Analyst Forrester
  2. Adaptive Apps: Reimagining The Future Mike Gualtieri, Principal Analyst September 9, 2014
  3. We have entered the age of the customer © 2014 Forrester Research, Inc. Reproduction Prohibited 3
  4. #Royalty
  5. Trend Consumers want to be treated like royalty.
  6. Royalty experiences have contextual awareness and adapt to serve a single consumer.
  7. Treat consumers like royalty to get their loyalty.
  8. Quiz How well do you know this consumer? › Male › 35 years old › Single › Resides in New York City › Makes $100,000 per year What do you predict he would do if the bank accidently transferred $5,000 into his bank account? A. Give the money back B. Take the money and run © 2014 Forrester Research, Inc. Reproduction Prohibited 10
  9. George Costanza
  10. #BigData
  11. Trend Big Data means all your data++.
  12. Most technology decision makers get it; 30% of business decision makers are confused. 30% 9% 8% 7% 12% 21% 35% 34% 30% 14% The term “big data” is very confusing; not sure what it means It’s a bunch of hype with little substance and few new ideas It’s about new technologies that allow us to handle more data It’s an extension of existing analytics and BI practices suited for data that is larger or faster than we are used to It’s a whole new way of thinking about the value in data that requires new analytics and leverages some new technologies Business Decision Makers Technology Decision Makers Base: 452 North American technology decision-makers Respondents answering “don’t know” are not shown Source: Global Data and Analytics Survey, 2014 Base: 249 North American business decision-makers Respondents answering “don’t know” are not shown Source: Global Data and Analytics Survey, 2014 © 2014 Forrester Research, Inc. Reproduction Prohibited 14
  13. Big Data gushes from many sources… • Data described by a schema • Relational database, XML, delimited flat file, system events Structured text • Free-form text • Email, documents, tweets, blog comments, Facebook status, genome Unstructured text • Audio, images, video • Surveillance cameras, geological survey maps, Siri voice Binary © 2014 Forrester Research, Inc. Reproduction Prohibited 15
  14. eCommerce MRP Web analytics eCommerce Web Mobile Finance Customer Service CRM Claims BPM Excel & Access Data warehouse Planning Email Customer Service ERP Marketing Social Media POS Field Operations VOC
  15. Quiz What percentage of enterprise data do firms use for analytics? A. 12% B. 34% C. 53% D. 76% Enterprise Data © 2014 Forrester Research, Inc. Reproduction Prohibited 17
  16. Quiz What percentage of enterprise data do firms use for analytics? A. 12% B. 34% C. 53% D. 76% Enterprise Data Source: Forrester Research © 2014 Forrester Research, Inc. Reproduction Prohibited 18
  17. 110010011011001 010010011011001 010011001101101 010010011011001 Historical Transactions Customer data Ops
  18. 20
  19. Gather all your data to breakdown silos and prepare it for deeper analysis. Data
  20. Process Now, analyze the heck out of it - every which way.
  21. Predictive analytics and streaming analytics have momentum. 21% 21% 20% 18% 13% 10% 20% 16% 29% 24% 37% 33% 57% 54% 50% 49% 58% 56% 81% 15% 21% 32% 27% 19% 33% 42% 35% 50% 59% 77% Reporting Dashboard Web Analytics Performance analytics Embedded Analytics Olap Process Analytics Location Analytics Search/Interactive Discovery Predictive Analytics Metadata Generated Analytics Text Analytics Advanced Visualization Streaming Analytics Non Modeled Data Exploration And… 2014 2012 “What is your firm's/business unit's current use of the following technologies?” +52% Base: : Forrsights BI/Big Data Survey, Q3 2012: 634 Business Intelligence users and planners Reporting is the only ‘widely’ used BI technology Base: : Forrsights BI/Big Data Survey, Q2 2014: 452 Tech decision makers Advanced analytics is growing strongly +30% +62%
  22. #Predictive
  23. Trend Predictive models can predict customer attributes and behavior.
  24. FORRESTER Techniques, tools, and technologies that use data to find models – models that can anticipate outcomes with a significant probability of accuracy. DEFINITION
  25. Predictive models can be very powerful and profitable, but understand that: › Predictive models are about probabilities, not absolutes › Predictive models may not exist for every question But, when they work they give you an “unfair” advantage. © 2014 Forrester Research, Inc. Reproduction Prohibited 27
  26. Predictive models can have a delightful, multiplicative effect on the bottom line Direct Marketing – 1% response rate Send marketing mail to 1,000,000 customers at cost of $2 per mailing to sell a $220 service. $2 x 1,000,000 $2,000,000 1% response rate means 10,000 customer will buy service $220 x 10,000 $2,200,000 Profit* $200,000 Predictive Direct Marketing – 3% response rate Send marketing mail to 250,000 customers predicted most likely to buy at cost of $2 per mailing to sell a $220 service $2 x 250,000 $500,000 3% response rate means 7,500 customer will buy service $220 x 7,500 $1,650,000 Profit when using a predictive model* $1,150,000 Traditional Predictive * Profit calculation does not include other expenses
  27. Predictive analytics is very different from the traditional analytics approach Traditional Analytics Data Science • Choose a business outcome to improve • Discuss and decide what data will be relevant • Develop a data model • Design reports and dashboards • Choose business outcome to improve • Assemble all possible data • Run algorithms to find relevant data & predictive model • Use the predictive model © 2014 Forrester Research, Inc. Reproduction Prohibited 29
  28. Big Data is the fuel of predictive analytics; statistical and machine learning algorithms are the engine. © 2014 Forrester Research, Inc. Reproduction Prohibited 30
  29. Recommend How can you provide a perfect , individualized product recommendation?
  30. Turkey How can you predict where customers will be on Thanksgiving.
  31. Repeat Should you make an offer she can’t refuse or send a gentle nudge?
  32. Stop What if you knew your customer was near your store on a sunny day?
  33. Activity How can Spotify use accelerometer data generated by customers while they listen?
  34. Performance How can you boost performance and retain your employees?
  35. #Streaming
  36. Trend Data in motion is as valuable as data at rest.
  37. Apps are blind – use APIs to make them see.
  38. If you can measure it, then you can use it © 2014 Forrester Research, Inc. Reproduction Prohibited 40
  39. Streaming analytics can uniquely enable three new tiers of app functionality Source: April 22, 2014, “Use Sensors To Take Apps To The Next Level Of Customer Engagement” Forrester report © 2014 Forrester Research, Inc. Reproduction Prohibited 41
  40. #Apps
  41. Adaptive apps anticipates a customer’s intent and adapts to serve them. Trend
  42. Design principles for adaptive apps › Learning who the customer really is › Detect the customer’s intent in the moment › Morph functionality and content to match intent › Optimize for the device (or channel) © 2014 Forrester Research, Inc. Reproduction Prohibited 44
  43. © 2014 Forrester Research, Inc. Reproduction Prohibited 45
  44. Trip 1 Easy. Buy a copper tube ice maker kit.
  45. Trip 2 Buy a shut-off valve for the copper tubing.
  46. Trip 3 Buy a T-connector to tap the cold water supply line.
  47. Trip 4 Whoops. Also need to buy a hacksaw to cut the copper pipe.
  48. Trip 5 Finally. A special drill bit to make a hole in the kitchen floor for the copper tubing.
  49. Adaptive apps can make your customers feel intensely loyal.
  50. You must infuse your app architecture with predictive components... © 2014 Forrester Research, Inc. Reproduction Prohibited 52
  51. …and expose them as APIs Predictive Analytics Data Scientist Developer API API Team AdAapptive App © 2014 Forrester Research, Inc. Reproduction Prohibited 53
  52. #Opportunity?
  53. Perfect opportunity! Your competitors are busy with other priorities. “What are your top three initiatives and priorities for your online (digital) business in 2014?” Source: “The State Of Retailing Online 2014” a Shop.org study conducted by Forrester Research © 2014 Forrester Research, Inc. Reproduction Prohibited 55
  54. Customers are ready. © 2014 Forrester Research, Inc. Reproduction Prohibited 56
  55. #Imagination
  56. What kinds of apps could you develop if could predict and adapt to what customers need in the moment?
  57. Thank you Mike Gualtieri mgualtieri@forrester.com

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