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Adaptive Apps: Reimagining The Future презентация
Содержание
- 1. Adaptive Apps: Reimagining The Future
- 2. Adaptive Apps: Reimagining The Future Mike Gualtieri, Principal Analyst September 9, 2014
- 3. We have entered the age of the customer
- 4. #Royalty
- 5. Trend Consumers want to be treated like royalty.
- 8. Royalty experiences have contextual awareness and adapt to serve a single consumer.
- 9. Treat consumers like royalty to get their loyalty.
- 10. How well do you know this consumer?
- 11. George Costanza
- 12. #BigData
- 13. Trend Big Data means all your data++.
- 14. Base: 452 North American technology decision-makers Respondents
- 15. Big Data gushes from many sources…
- 16. eCommerce MRP Web analytics eCommerce Web Mobile
- 17. What percentage of enterprise data do firms
- 18. What percentage of enterprise data do firms
- 19. 110010011011001 010010011011001 010011001101101 010010011011001 Historical Transactions Customer data Ops
- 21. Gather all your data to breakdown silos and prepare it for deeper analysis. Data
- 22. Now, analyze the heck out of it - every which way. Process
- 23. Predictive analytics and streaming analytics have momentum.
- 24. #Predictive
- 25. Trend Predictive models can predict customer attributes and behavior.
- 26. DEFINITION FORRESTER Techniques, tools, and
- 27. Predictive models can be very powerful and
- 28. Predictive models can have a delightful, multiplicative
- 29. Predictive analytics is very different from the
- 30. Big Data is the fuel of predictive
- 31. How can you provide a perfect , individualized product recommendation? Recommend
- 32. Turkey How can you predict where customers will be on Thanksgiving.
- 33. Repeat Should you make an offer she can’t refuse or send a gentle nudge?
- 34. Stop What if you knew your customer was near your store on a sunny day?
- 35. How can Spotify use accelerometer data generated by customers while they listen? Activity
- 36. How can you boost performance and retain your employees? Performance
- 37. #Streaming
- 38. Data in motion is as valuable as data at rest. Trend
- 39. Apps are blind – use APIs to make them see.
- 40. If you can measure it, then you can use it
- 41. Streaming analytics can uniquely enable
- 42. #Apps
- 43. Adaptive apps anticipates a customer’s intent and adapts to serve them. Trend
- 44. Design principles for adaptive apps Learning who
- 46. Trip 1 Easy. Buy a copper tube ice maker kit.
- 47. Trip 2 Buy a shut-off valve for the copper tubing.
- 48. Trip 3 Buy a T-connector to tap the cold water supply line.
- 49. Trip 4 Whoops. Also need to buy a hacksaw to cut the copper pipe.
- 50. Trip 5 Finally. A special drill bit
- 51. Adaptive apps can make your customers feel intensely loyal.
- 52. You must infuse your app architecture with predictive components...
- 53. …and expose them as APIs
- 54. #Opportunity?
- 55. Perfect opportunity! Your competitors are busy with
- 56. Customers are ready.
- 57. #Imagination
- 58. What kinds of apps could you develop
- 59. Mike Gualtieri mgualtieri@forrester.com
Adaptive Apps: Reimagining The Future Mike Gualtieri, Principal Analyst September 9, 2014
Слайд 10How well do you know this consumer?
Male
35 years old
Single
Resides in New
York City
Makes $100,000 per year
Makes $100,000 per year
What do you predict he would do if the bank accidently transferred $5,000 into his bank account?
Give the money back
Take the money and run
Quiz
Слайд 14Base: 452 North American technology decision-makers
Respondents answering “don’t know” are not
shown
Source: Global Data and Analytics Survey, 2014
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
Most technology decision makers get it; 30% of business decision makers are confused.
Слайд 16eCommerce
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
Слайд 17What percentage of enterprise data do firms use for analytics?
12%
34%
53%
76%
Enterprise
Data
Quiz
Слайд 18What percentage of enterprise data do firms use for analytics?
12%
34%
53%
76%
Enterprise
Data
Quiz
Source:
Forrester Research
Слайд 19110010011011001
010010011011001
010011001101101
010010011011001
Historical
Transactions
Customer data
Ops
Слайд 23Predictive analytics and streaming analytics have momentum.
“What is your firm's/business unit's
current use of the following technologies?”
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%
+52%
Слайд 26
DEFINITION
FORRESTER
Techniques, tools, and technologies that use data to find models –
models that can anticipate outcomes with a significant probability of accuracy.
Слайд 27Predictive 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
Predictive models may not exist for every question
But, when they work they give you an “unfair” advantage.
Слайд 28Predictive models can have a delightful, multiplicative effect on the bottom
line
Traditional
Predictive
* Profit calculation does not include other expenses
Слайд 29Predictive analytics is very different from the traditional analytics approach
Traditional Analytics
Data
Science
Слайд 30Big Data is the fuel of predictive analytics; statistical and machine
learning algorithms are the engine.
Слайд 41
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
Слайд 44Design 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)
Morph functionality and content to match intent
Optimize for the device (or channel)
Слайд 50Trip
5
Finally. A special drill bit to make a hole in the
kitchen floor for the copper tubing.
Слайд 55Perfect opportunity! Your competitors are busy with other priorities.
Source: “The State
Of Retailing Online 2014” a Shop.org study conducted by Forrester Research
“What are your top three initiatives and priorities for your online (digital) business in 2014?”
Слайд 58What kinds of apps could you develop if could predict and
adapt to what customers need in the moment?
