good morning everyone
By the time it’s already day, it’s no longer a steering wheel.
so will not talk about win will
talk about digital marketing but before
I wanted to thank the invitation of
organization is a pleasure to be here with
you
The challenge was launched was to talk a crime
on the future of digital marketing and
talk about the future of something that
does not exist is complicated and
invariably digital marketing does not
there is what there is marketing applied
to digital channels
so what we have to understand the
The first thing we have to understand is
that the world has changed the way
how we communicate the way we
We used them for them on our day the way
and how we socially on the streets
dynamos has changed
this you see here was unthinkable there
ten years ago
ok mainly by the part of the
president of the united states and the pope
the others would possibly be
acceptable
the other two models do not effectively
were together with this change is a
thing that we call myself is not
no thread that is the most removed thread
young woman who behaves
completely different from ours.
understanding this is critical to
understand digital marketing and how
how we communicate to space a lot
more online time like much more
authentic content and I’m much more
influenced by others
producers do what for what they
brands make
and this paradigm shift brought
also a change in the field of business
the grape is the biggest taxi company of the
world and does not have a single web taxi is the
largest private company in the world and
a single to a goal of nanny was
considered the most valuable tennis player of the
world and has not a single piece in return
the caipira is the largest
world of telecommunications and has not
infrastructure.
telecommunications and we have
what is the largest content platform and
media world and did not produce a single
part of netflix content is the largest
film and television broadcasting company.
series and does not have a single
movie theater
apple and google are the biggest
the largest software distributors and
do not produce any software
they produce but to a great extent the
software that they distribute is not
produced by them and affections that the greater
world fashion list and who has right
here in the harbor
the Portuguese unicer does not have a
single piece in stock in marketing
there is one thing we call
self-pump martin and in good marketing with
marketing theme is all that we
we can make out that have impact
in such as radio TV
magazin
the youngest millennia that are today
interact with marketing primarily
digital marketing 84% of god does not
rely on traditional advertising or
whether you make an announcement on the
an advertisement in a magazine and the
At least they try to hold on.
but I really trust martin
what an interesting thing
to 44 per cent in 2009 is also
rely on ex-parts even if
know our jesus trust more in one
search on youtube and
found a video of a person who
they never saw in life and trust more
in the soul of what you do not like doing
magazin or on television and that changes
much the way we deal with the
marketing and the way we communicate
throughout these analyzes to understand the
that would be the future of digital marketing
or that what we could somehow
consider the future is to come to the conclusion
over the past few years that what
is more important to businesses today
are the data
the data is effectively the new
oil for brands to understand the
data and working the data is fundamental
to understand patterns and people
are highly predictable
we are all extremely predictable
Let’s ask a question who is already
rested an ebook that never read the bank
from brazil
good rear
we all do it and we all do
we continue to do this
we finally save the errors in that
pasta in which we say yes one day
I’m going to read this absolute certainty in
uberlândia trend if we are to analyze
the last five years on google for
understand how people search
that the Father Christmas is obvious when the
people search by Father Christmas what
it is still sad because the
People only think about father christmas under
metal
It’s sad but actually we are.
very predictable in the way
we investigate how we interact in the
how we deal with brands
then we brought something very
interesting I have has no roots in
Brazil, but considers Brazil a
Second home, I work a lot with Brazil.
and close some search trends
What do you do in Brazil?
brazil people search a lot for
example by a miracle and in the elite that is
an extraordinary thing
it is not enough to be a miracle it has to be in
snow is different but searching for
other interesting things like
passing the hand is a sin because
then we have the religious part very
and it is important to understand that
hand can be tricky but it will not
because in Brazil it makes perfect sense
find out how to get away from the idea
effectively easy but the best of all
it ‘s not that
how does one think of how it is that
ex avaí when they finish
bullying when I’m in the bathroom is
Seriously with someone, think about it.
Yes, Brazilians think and research
what an interesting thing
unfortunately our compatriots do not
liked a lot
along with the data on the one thing
I do not know if anyone hears about
the new buildings to predictive models
which is what brands are using
today is not yet used with
frequency with which it is likely to be
used in the future, but rather wants to
people want or not
we live today in a big and okay
brands know this brands discuss
brands come brands know everything that
you do
Let’s show a first case.
how would you feel if a store
I knew you in this case of the ladies
that any of you would be pregnant
even before you even know
who are pregnant
that is precisely what happened in the
united states in 2014 and we will tell
this story of being without this story
wonderful to target that a store in
United States has created something that is the
Preach yourself score goes from zero you know the
what they did was a look at the
data and for the types of products
women generally consume and then
these data were collected and
have realized that women who are or are
during pregnancy or are in the process of
pre pregnancy
usually had a behavior of
in a range of up to 25 products and
fifths to the 25th product and with
basis of this product and the
purchases arrived at core predictions
a building in schools goes from 0
blood and what they did and still do
today if a woman who has a building
in schools greater than 80% their begin
to trigger coupons to buy diapers and
to buy products related to
pregnancy makes perfect sense
and that is precisely what happened in
2014 a young girl still in secondary a
day was the target and when we got home
with ice cream coupons to buy diapers
and to buy bete products that
people who was not friendly worried and
reveals the situation and went to the store.
complain to the store
What are you doing proposals?
They are inciting my daughter.
will pregnant you are crazy here
time and spent in the store in store tried
explain what happened and how much
explained that you arrived home and
realized that they had physical activities
At home I did not know
summary of the story a week later
both I and her daughter discovered that
she was pregnant is in analysis of
data is to understand human behavior
understand what the standards are for everyone
we have standards and the funniest is
you think that facebook with 48
hours in advance can predict the
the beginning or end of a
two people
even before they knew it
expected
This happens every day there is the
facebook, get over I’ll talk
ahead of it is the study
predictive facebook analysis
love story and this study has to do with
precisely with the way people
are related to each other and not only
facebook for example if you do not
know how to provide with only 18
before if a person is gay or does not seem
but it’s not what you normally
like or dislike on a social network
says a lot about who you are and it ‘s just
look at the standards are all on the radio
it’s just between porting the data and trying
perceive what it is that effectively
data tell us why obviously all
we somehow have quadrant the
twitter for example can predict a
flu outbreak within six weeks before
of the outbreak if it starts anew
age analyzes
it is all a question of the standards and
understand the standards and obviously it is
when we pave the way for
think that is the fábio google for a
we walk facebook knows what it is
we do with 500 we speak
twitter knows what it is that we
we communicate and who our clients are
and all large companies where weapons
You know what it is that we buy is e
passed what we heard and all these
large companies have basically the whole
our all our information is via
only thing
that they do not supposedly hear
our microphones, but neither do I.
I believe this is you inventing a
Very fast story a little there are few
I’ve been with a great friend of mine and I
we were telling a very
funny and then on that day I ‘m going
because two things happened two
stories the first model after a
another that happened exactly in the same
day
so her story was very simple
was not at the hotel left the hotel and in
conversation with a friend said that the
hotel shower was low
immediately after taking your hand.
of the pocket
open facebook and take as the campaign of
rain
no coincidences and as there is no
coincidences
chance on the same day was the
to take a class with my colleague is a
Lisbon, our group was still on the floor.
And I was at the time of the girl talking.
with a colleague on the panair about the
for January and as soon as you get the
phone April facebook appears one
campaign of the paineira and / or swore to feet
together that I did not see a campaign of
catch on facebook the same work or
facebook with two microphones or facebook
ok for me it is and after this analysis is me
I was trying to understand what it is that
effectively the brands which the
trend of the brands we have won
very much our communication in networks
social
we look at the digital marketing is
a very shallow machine
digital is not social networks and is called
media floor to show media marketing
digital marketing goes a quilinho to
index and what brands are doing is
do today is work big data
probably many of you have already heard
speaking in a targeted cat is essentially
your information in your
behavior on social networks
your google gps behavior o
your behavior in google search
can also predict whether a woman
been pregnant a week before only with
based on the research that she
are radio standards and all this
information states
on the side of the marks the marks
this information and looking for patterns
easily find patterns for
to see if a man is winning is not there
If a woman is pregnant, she is not
pregnant
if a woman is sick or
not a man is sick and it’s easy
prove it
just analyze the data the university
cambridge launched a long time ago
application you may be jumped
for some reason she comes back with the
intention that calls doctors only if
to search for and that basically
you can make a predictive model of the
your profile is basically you do
login with facebook or twitter and with
based on your behavior in networks
social
and here you like it or you do not like it I go
give you your positive museum while
especially if you guys are so big
or are not 10
if you are more likely to be
creative or not if you have more way
mathematics or not and various
other prefixes is essentially the
message that I wanted to leave is
digital marketing is not social networking is
digital marketing is a marketing
applied to digital channels
social networks are one such channel
but what do you guys do on the internet?
effectively stays on the internet and
brands know this and this is not
necessarily a bad thing
and I was talking in the interval now
precisely on this it does not
necessarily a bad thing by fax
various brands understand our
and can customize marketing
to the point of talking but the year
we delivered a message totally
customizable a person is and that
message has much more impact and
much more interesting from the nodes
we have to prepare for everyone in the
same way without any kind of
signaling
thank you
[Applause]
[Music]
By the time it’s already day, it’s no longer a steering wheel.
so will not talk about win will
talk about digital marketing but before
I wanted to thank the invitation of
organization is a pleasure to be here with
you
The challenge was launched was to talk a crime
on the future of digital marketing and
talk about the future of something that
does not exist is complicated and
invariably digital marketing does not
there is what there is marketing applied
to digital channels
so what we have to understand the
The first thing we have to understand is
that the world has changed the way
how we communicate the way we
We used them for them on our day the way
and how we socially on the streets
dynamos has changed
this you see here was unthinkable there
ten years ago
ok mainly by the part of the
president of the united states and the pope
the others would possibly be
acceptable
the other two models do not effectively
were together with this change is a
thing that we call myself is not
no thread that is the most removed thread
young woman who behaves
completely different from ours.
understanding this is critical to
understand digital marketing and how
how we communicate to space a lot
more online time like much more
authentic content and I’m much more
influenced by others
producers do what for what they
brands make
and this paradigm shift brought
also a change in the field of business
the grape is the biggest taxi company of the
world and does not have a single web taxi is the
largest private company in the world and
a single to a goal of nanny was
considered the most valuable tennis player of the
world and has not a single piece in return
the caipira is the largest
world of telecommunications and has not
infrastructure.
telecommunications and we have
what is the largest content platform and
media world and did not produce a single
part of netflix content is the largest
film and television broadcasting company.
series and does not have a single
movie theater
apple and google are the biggest
the largest software distributors and
do not produce any software
they produce but to a great extent the
software that they distribute is not
produced by them and affections that the greater
world fashion list and who has right
here in the harbor
the Portuguese unicer does not have a
single piece in stock in marketing
there is one thing we call
self-pump martin and in good marketing with
marketing theme is all that we
we can make out that have impact
in such as radio TV
magazin
the youngest millennia that are today
interact with marketing primarily
digital marketing 84% of god does not
rely on traditional advertising or
whether you make an announcement on the
an advertisement in a magazine and the
At least they try to hold on.
but I really trust martin
what an interesting thing
to 44 per cent in 2009 is also
rely on ex-parts even if
know our jesus trust more in one
search on youtube and
found a video of a person who
they never saw in life and trust more
in the soul of what you do not like doing
magazin or on television and that changes
much the way we deal with the
marketing and the way we communicate
throughout these analyzes to understand the
that would be the future of digital marketing
or that what we could somehow
consider the future is to come to the conclusion
over the past few years that what
is more important to businesses today
are the data
the data is effectively the new
oil for brands to understand the
data and working the data is fundamental
to understand patterns and people
are highly predictable
we are all extremely predictable
Let’s ask a question who is already
rested an ebook that never read the bank
from brazil
good rear
we all do it and we all do
we continue to do this
we finally save the errors in that
pasta in which we say yes one day
I’m going to read this absolute certainty in
uberlândia trend if we are to analyze
the last five years on google for
understand how people search
that the Father Christmas is obvious when the
people search by Father Christmas what
it is still sad because the
People only think about father christmas under
metal
It’s sad but actually we are.
very predictable in the way
we investigate how we interact in the
how we deal with brands
then we brought something very
interesting I have has no roots in
Brazil, but considers Brazil a
Second home, I work a lot with Brazil.
and close some search trends
What do you do in Brazil?
brazil people search a lot for
example by a miracle and in the elite that is
an extraordinary thing
it is not enough to be a miracle it has to be in
snow is different but searching for
other interesting things like
passing the hand is a sin because
then we have the religious part very
and it is important to understand that
hand can be tricky but it will not
because in Brazil it makes perfect sense
find out how to get away from the idea
effectively easy but the best of all
it ‘s not that
how does one think of how it is that
ex avaí when they finish
bullying when I’m in the bathroom is
Seriously with someone, think about it.
Yes, Brazilians think and research
what an interesting thing
unfortunately our compatriots do not
liked a lot
along with the data on the one thing
I do not know if anyone hears about
the new buildings to predictive models
which is what brands are using
today is not yet used with
frequency with which it is likely to be
used in the future, but rather wants to
people want or not
we live today in a big and okay
brands know this brands discuss
brands come brands know everything that
you do
Let’s show a first case.
how would you feel if a store
I knew you in this case of the ladies
that any of you would be pregnant
even before you even know
who are pregnant
that is precisely what happened in the
united states in 2014 and we will tell
this story of being without this story
wonderful to target that a store in
United States has created something that is the
Preach yourself score goes from zero you know the
what they did was a look at the
data and for the types of products
women generally consume and then
these data were collected and
have realized that women who are or are
during pregnancy or are in the process of
pre pregnancy
usually had a behavior of
in a range of up to 25 products and
fifths to the 25th product and with
basis of this product and the
purchases arrived at core predictions
a building in schools goes from 0
blood and what they did and still do
today if a woman who has a building
in schools greater than 80% their begin
to trigger coupons to buy diapers and
to buy products related to
pregnancy makes perfect sense
and that is precisely what happened in
2014 a young girl still in secondary a
day was the target and when we got home
with ice cream coupons to buy diapers
and to buy bete products that
people who was not friendly worried and
reveals the situation and went to the store.
complain to the store
What are you doing proposals?
They are inciting my daughter.
will pregnant you are crazy here
time and spent in the store in store tried
explain what happened and how much
explained that you arrived home and
realized that they had physical activities
At home I did not know
summary of the story a week later
both I and her daughter discovered that
she was pregnant is in analysis of
data is to understand human behavior
understand what the standards are for everyone
we have standards and the funniest is
you think that facebook with 48
hours in advance can predict the
the beginning or end of a
two people
even before they knew it
expected
This happens every day there is the
facebook, get over I’ll talk
ahead of it is the study
predictive facebook analysis
love story and this study has to do with
precisely with the way people
are related to each other and not only
facebook for example if you do not
know how to provide with only 18
before if a person is gay or does not seem
but it’s not what you normally
like or dislike on a social network
says a lot about who you are and it ‘s just
look at the standards are all on the radio
it’s just between porting the data and trying
perceive what it is that effectively
data tell us why obviously all
we somehow have quadrant the
twitter for example can predict a
flu outbreak within six weeks before
of the outbreak if it starts anew
age analyzes
it is all a question of the standards and
understand the standards and obviously it is
when we pave the way for
think that is the fábio google for a
we walk facebook knows what it is
we do with 500 we speak
twitter knows what it is that we
we communicate and who our clients are
and all large companies where weapons
You know what it is that we buy is e
passed what we heard and all these
large companies have basically the whole
our all our information is via
only thing
that they do not supposedly hear
our microphones, but neither do I.
I believe this is you inventing a
Very fast story a little there are few
I’ve been with a great friend of mine and I
we were telling a very
funny and then on that day I ‘m going
because two things happened two
stories the first model after a
another that happened exactly in the same
day
so her story was very simple
was not at the hotel left the hotel and in
conversation with a friend said that the
hotel shower was low
immediately after taking your hand.
of the pocket
open facebook and take as the campaign of
rain
no coincidences and as there is no
coincidences
chance on the same day was the
to take a class with my colleague is a
Lisbon, our group was still on the floor.
And I was at the time of the girl talking.
with a colleague on the panair about the
for January and as soon as you get the
phone April facebook appears one
campaign of the paineira and / or swore to feet
together that I did not see a campaign of
catch on facebook the same work or
facebook with two microphones or facebook
ok for me it is and after this analysis is me
I was trying to understand what it is that
effectively the brands which the
trend of the brands we have won
very much our communication in networks
social
we look at the digital marketing is
a very shallow machine
digital is not social networks and is called
media floor to show media marketing
digital marketing goes a quilinho to
index and what brands are doing is
do today is work big data
probably many of you have already heard
speaking in a targeted cat is essentially
your information in your
behavior on social networks
your google gps behavior o
your behavior in google search
can also predict whether a woman
been pregnant a week before only with
based on the research that she
are radio standards and all this
information states
on the side of the marks the marks
this information and looking for patterns
easily find patterns for
to see if a man is winning is not there
If a woman is pregnant, she is not
pregnant
if a woman is sick or
not a man is sick and it’s easy
prove it
just analyze the data the university
cambridge launched a long time ago
application you may be jumped
for some reason she comes back with the
intention that calls doctors only if
to search for and that basically
you can make a predictive model of the
your profile is basically you do
login with facebook or twitter and with
based on your behavior in networks
social
and here you like it or you do not like it I go
give you your positive museum while
especially if you guys are so big
or are not 10
if you are more likely to be
creative or not if you have more way
mathematics or not and various
other prefixes is essentially the
message that I wanted to leave is
digital marketing is not social networking is
digital marketing is a marketing
applied to digital channels
social networks are one such channel
but what do you guys do on the internet?
effectively stays on the internet and
brands know this and this is not
necessarily a bad thing
and I was talking in the interval now
precisely on this it does not
necessarily a bad thing by fax
various brands understand our
and can customize marketing
to the point of talking but the year
we delivered a message totally
customizable a person is and that
message has much more impact and
much more interesting from the nodes
we have to prepare for everyone in the
same way without any kind of
signaling
thank you
[Applause]
[Music]
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