Some points for discussion with Terra, Wal Mart, Coca-Cola and BAT in the panel: How Understanding Consumers Drives Business Growth at the Insight Innovation Exchange in Brazil

1. Business
Growth,
Big
Data
and
Digital
Media
marcelo.cou8nho@corp.terra.com.br
@mcou8nho

2. For
a
media
company,
relevance
is
the
answer
for
the
informa8on
explosion

3. Source:
Nielsen
(US)

4. The
Business
Func8on
of
Informa8on
Minimise
risks
Add
value
(market,
(clients
and
financial,
legal)
prospects)
Create
new
Reduce
Costs
reality/change
(transac8ons
(social,
poli8cal,
and
process)
organiza8onal)
Source:
Marchand,
Compe8ng
with
Informa8on

5. The
challenge

6. History
repeats
itself:
the
produc8vity
paradox
and
business
informa8on

7. The
“source
filter”:
from
data
to
knowledge
Data
(structure)
Environment
Seman8c
(physical)
(content)
Instruc8onal
Factual
False
True
Knowledge
in
the
business
Inten8onal
Non-­‐inten8onal
context:
the
capacity
to
(lie)
(mistake)
iden8fy
lies,
mistakes
and
INFORMATION
informa8on
Source:
Floridi,
2010

8. Applying Knowledge
to the value chain
Value chain
Production Value Client Value
Product Consumer/
Retail
Suppliers Project Supply Manuf. Deliver Market
Planning Operations
Mng.
Intracompany operations (trad.)
A
company
is
the
combina8on
between
capital,
goods,
services,
and
informa8on
to
produce
and
deliver
products
and
services
to
the
market
Source:
HBS,
Strategic
Management
Course

9. The
relevance
filter:
More
informa8on
=
less
a[en8on
(this
is
true
at
board
level
as
well)
“In
an
informa8on-­‐rich
world,
the
wealth
of
informa8on
means
a
dearth
of
something
else:
a
scarcity
of
whatever
it
is
that
informa8on
consumes.
What
informa8on
consumes
is
rather
obvious:
it
consumes
the
a[en8on
of
its
recipients.
Hence
a
wealth
of
informa8on
creates
a
poverty
of
a[en8on”.
Herbert
Simon,
1971
Nobel
Prize
Economics,
1978

10. It
is
an
old
problem
“Printers
fill
the
world
with
pamphlets
and
books
that
are
foolish,
ignorant,
malignant,
libelous,
mad,
impious
and
subversive;
and
such
is
the
flood
that
even
things
that
might
have
done
some
good
lose
all
their
goodness”
Erasmo,
1518

11. The
challenge
is
cultural,
not
technological.
Marke8ng
Shopping
KPIs
Commercial
Product
KPIs
Sonora
KPIs
Terra
Mobile
Corporate
Terra
TV
KPIs
Clients
Out
of
Plaeorm
(Adver8sers)
Home
KPIs
KPIs
Advanced
Media
Portal/
Technology
Content
KPIs

12. Close
encounters
of
the
third
kind:
sales
team,
clients,
prospects
and
former
clients

13. And
don’t
forget
the
CEO
and
the
CFO
• “The
Marke8ng
Director
waxes
lyrical
about
the
intangible
asset
of
the
brand
–
and
I
agree
in
the
importance
of
brand
as
a
founda8on
for
growth.
But
we
all
have
to
clearly
demonstrate
what
that
investment
produces
in
terms
of
building
value
in
the
business”
-­‐
CEO,
Services
Company
• “Marke8ng
have
constantly
hidden
behind
a
fog
of
measures
that
are
based
purely
on
tac8cal
marke8ng
ac8vity,
rather
than
solid
financial
metrics
that
are
relevant
to
the
investors.
This
hasn’t
done
them
any
favours
in
improving
my
percep8on
of
them,
but
has
also
been
to
their
detriment
in
not
learning
or
understanding
how
to
best
apply
financial
discipline
to
their
func8on”
-­‐
CFO,
Fast
Consumer
Goods
Company
• Our
focus
must
be
to
develop
a
standard
set
of
auditable
metrics
that
both
the
Marke8ng
Director
and
I
understand.
Without
these,
Marke8ng
should
realise
that
I
will
con8nue
to
challenge
their
budgets.
Also,
un8l
I’m
confident
that
marke8ng
metrics,
both
financial
and
non-­‐financial,
will
accurately
reflect
our
business,
I
will
not
be
accountable
for
including
these
in
my
repor8ng
to
the
shareholders”
-­‐
CFO,
Financial
Company
Source:
Deloi[e,
Marke8ng
in
3D

15. IT
is
a
server.
Informa8on
for
increase
profits
or
reduce
costs
is
the
master

16. From
Gutenberg
to
Zuckerberg,
the
produc8on
of
relevant
content,
with
adequate
costs
is
s8ll
the
key
for
survival
It
is
not
the
strongest
of
the
species
that
survives,
nor
the
most
intelligent,
but
rather
t h e
o n e
m o s t
adaptable
to
change.

17. Business
Growth,
Big
Data
and
Digital
Media
marcelo.cou8nho@corp.terra.com.br
@mcou8nho