American Brush Manufactures Association "Thingalytics: Challenges & Opportunities of IoT, Big Data and Data Driven Marketing"   American Brush Manufactures Association 101St Annual Convention March 21, 2018

We Live In A World Of Constant Change Susanne: This is my first email and they are now saying this is the way that we will begin communicating with each other in the future. I don’t buy it and doubt this will last!! My first ever email in 1992 This was the first ever email I sent to my then girlfriend and now wife – clearly I am no Nostradamus @cahidalgo

We Live In A World Of Constant Change Our words, thanks to technology are constantly changing. Years ago Oral-B introduced a toothbrush that had a “sensor” of sorts in that the blue bristles would indicates to us when it was time for a new brush. Today we have thermostats that learn our behavior and automatically adjust and collects constant information on us. We have the ability to manage our thermostat from our phones and with our voices @cahidalgo

We Live In An Interconnected World

The Impact of IoT @cahidalgo How will IoT impact business and our lives? @cahidalgo Source: IBM

Source: Making Sense of The Internet of Things – April 2015 Let’s Get Some Definition Thingalytics Internet of Things (IoT) Big Data The use of real-time analytics and algorithms to guide you through the maze of fast big data The description of every day objects and devices that are connected to the internet, most likely wirelessly, and can communicate with each other at some intelligent level.   Large data sets that may be analyzed to reveal patterns, trends, and associations, especially relating to human behavior & interactions.   Before we go any further let’s agree on some definitions so we are clear what we are speaking about @cahidalgo Source: Making Sense of The Internet of Things – April 2015

Taking Advantage of the Opportunity So how do we as manufacturers and growing businesses take advantage of the opportunity that lies ahead of us?

IoT = Connected Devices A Single Sensor in a Brush Can: Alert when it is time to replace Communicate potential downtime Produce efficiency reporting Communicate to an inventory systems Communicate utilization statistics to product development & engineering What would be the competitive advantage to your company if you were to embrace the Internet of Things? Imagine the reach with connected devices that gave you the following insights. What is the potential impact to your business? @cahidalgo

IoT = Connected Operations Beyond connecting devices, how could we then connect our operations including our customer interactions, customer support, our partners, suppliers, etc. @cahidalgo

Harnessing Your Data To Improve Your Business

Making Sense Of The Amount of Data “More data has been created in the past two years than in the entire previous history of the human race.”   “By 2020 the digital universe of data will grow from 4.4 zettabyets today to around 44 trillion gigabytes.” “Within five years there will be over 50 billion smart connected devices in the world, all developed to collect, analyze and share data.”   “Data is growing faster than ever before and by the year 2020, about 1.7 megabytes of new information will be created every second for every human being on the planet.”   “Data production will be 44 times greater in 2020 than it was in 2009.” One thing we can be certain of, there is a lot of data that is being produced – the company that activates this data will win. @cahidalgo

“Data without context is just . . . Data Needs Context “Data without context is just . . . data” In order to use data the right way we have to have context. How and what are we looking to get from our data @cahidalgo

Five Data Categories Omnichannel Transactional Digital Specialty Personal information & behavioral information Transactional Customer purchase history Digital Online behaviors of prospects & customers Specialty Tracking across new channels – IoT, wearable's, etc. Identity Reconciliation of prospect & customer data across multiple touch points Winterberry group defines data in 5 different ways. For the sake of today’s discussion we are going to focus on Omnichannel and Digital with an emphasis on Social Media and how can use this data to benefit our organizations @cahidalgo Source: Winterberry Group

Connecting Data & Social Media There are a host of social media applications available and they can be useful, but we have to determine what we are looking to accomplish with social media and understand the data that we can get from it. @cahidalgo

What Is The Goal Of Social Media? Elevate and promote brand Better engage with customers Improve demand generation Get better insights into your customers Provide better support Improve communications with partners & suppliers All of the above? @cahidalgo

Social Media & Data @cahidalgo So how can we use social media and the data we get from it? Here is a live example of a sales process I managed that started on social media and how I used the data to understand the customer @cahidalgo

Data & Social Media In Action HalyardHealth, Inc. Once we engaged on social media, we were able to collect our website data and see that her company had visited our website @cahidalgo

Exploring Data to Gain Insights We then received an alert from our marketing automation system that showed us she had engaged with some of our content. This data was mined further to understand what web pages she had visited, what her interested areas were @cahidalgo

Connecting The Dots @cahidalgo Using the data collected that showed the customers digital footprint, I sent an email. Long story short, they became a multi-million dollar customer @cahidalgo

The Issue With Data @cahidalgo So we have the data, but most of us have a problem with data – it’s a mess! @cahidalgo

Managing Big Data – Data At Scale So how do we address the mess and manage at scale? @cahidalgo

System of Intelligence Connecting Data To Drive Operations Web Mobile Chat Social Systems of Engagement System of Intelligence CRM MAP ERP We adopt a system of intelligence ITSM System of Record @cahidalgo Adapted from Greylock

Source: Harvard Business Review Benefits of Harnessing The Power of Data What are the benefits? @cahidalgo Source: Harvard Business Review

Carlos Hidalgo CEO VisumCx www.visumcx.com carlos@visumcx.com Let’s Keep Talking Carlos Hidalgo CEO VisumCx www.visumcx.com carlos@visumcx.com @cahidalgo @cahidalgo