1. 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

2. We Live In A World Of Constant Change
Susanne:
This is my first 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 in 1992
This was the first ever I sent to my then girlfriend and now wife – clearly I am no Nostradamus
@cahidalgo

3. 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

4. We Live In An Interconnected World

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

6. 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

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

8. 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

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

10. Harnessing Your Data To Improve Your Business

11. 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

12. “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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

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

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

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

22. 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

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

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