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By Jaime de Paula, founder and CEO of Neoway
In the entire history of marketing, nothing is better than a good advertising campaign to accelerate sales. There is rarely a case of success in this area without an unforgettable commercial, a sweeping jingle or a slogan of those that stick more than gum (who doesn't remember "Emotion Box", made for Adams gum?) However, at certain times, companies faced initiatives that boosted and changed the business environment forever.
In the late 18th century, for example, the merchant Francis Plate, on the traditional London street Charing Cross, invented the shop window. Before him, stores were more like houses and there was no glass window that showed the goods that could be purchased by the consumer. About a hundred years later, the American Sears was going to popularize catalog sales (in 1894, for example, the company's direct mail had 322 pages, which presented offers ranging from sewing machines to automobiles). And finally, at the beginning of the new millennium, e-commerce emerged to change everything.
That is, nothing replaces a good campaign when it comes to selling. But, from time to time, something comes up to show new business opportunities. This is exactly what happens today with Big Data and so-called predictive sales. Today, much is said about this topic. However, most people have no idea of the potential that intelligent data analysis can provide.
We are not talking about that expedient that is on every commercial website, which analyzes the buyer and offers products that have to do with their consumption profile. Today, with Big Data actions, it is possible to draw consistent strategies, find prospects in the market more easily and build more lasting business relationships.
We recently did a study in the foodservice area, a sector that has grown a lot in the recent past - there are more than 460,000 active restaurants in the country. Our customer was a supplier in this market, which wanted to increase its sales of food and beverages. Its focus was on the group of operators that had revenues of more than R$ 5 million per year. Based on public information, we quickly find that target.
Take the state of Santa Catarina as an example: there are around 20,000 operators. Of these, almost 3000 are based in Florianópolis. By crossing available information, we reached 21 restaurants with revenues equal to or greater than R$ 5 million. As a result, our client had more clarity and objectivity in relation to his potential market. The same model followed in Florianópolis was used to find future customers in Brazil as a whole.
Another example is the financial area.
A large bank established in the Brazilian market, for example, uses our system to cross-check numerous proprietary data and public information. Thus, it is possible to measure the investment potential of these account holders and achieve a high level of assertiveness in the offer of products. The same goes for finding prospects, whether from individuals or legal entities. As we offer an easy-to-use system, the institution's own employees can work directly with the software, controlling the analysis variables and filters. The result of that? Approximately 40 % of increase in prospects with real possibility of converting sales.
Moral of the story: it is one thing to fish in the open sea, without knowing exactly where to look for fish. Another is to rely on sophisticated sonar, which shows not only the schools, but also which species are occupying certain spaces in the ocean. In this case, it is much easier, isn't it?
Jaime de Paula: graduated in electrical engineering and PhD in production engineering in the area of media and knowledge, from the Federal University of Santa Catarina. He has made a career over more than 18 years in companies such as Perdigão, Cecrisa, Paradigma Tecnologia, and others, being ten years as IT CEO. Jaime is responsible for more than 26 patents on artificial intelligence software.
In the late 18th century, for example, the merchant Francis Plate, on the traditional London street Charing Cross, invented the shop window. Before him, stores were more like houses and there was no glass window that showed the goods that could be purchased by the consumer. About a hundred years later, the American Sears was going to popularize catalog sales (in 1894, for example, the company's direct mail had 322 pages, which presented offers ranging from sewing machines to automobiles). And finally, at the beginning of the new millennium, e-commerce emerged to change everything.
That is, nothing replaces a good campaign when it comes to selling. But, from time to time, something comes up to show new business opportunities. This is exactly what happens today with Big Data and so-called predictive sales. Today, much is said about this topic. However, most people have no idea of the potential that intelligent data analysis can provide.
We are not talking about that expedient that is on every commercial website, which analyzes the buyer and offers products that have to do with their consumption profile. Today, with Big Data actions, it is possible to draw consistent strategies, find prospects in the market more easily and build more lasting business relationships.
We recently did a study in the foodservice area, a sector that has grown a lot in the recent past - there are more than 460,000 active restaurants in the country. Our customer was a supplier in this market, which wanted to increase its sales of food and beverages. Its focus was on the group of operators that had revenues of more than R$ 5 million per year. Based on public information, we quickly find that target.
Take the state of Santa Catarina as an example: there are around 20,000 operators. Of these, almost 3000 are based in Florianópolis. By crossing available information, we reached 21 restaurants with revenues equal to or greater than R$ 5 million. As a result, our client had more clarity and objectivity in relation to his potential market. The same model followed in Florianópolis was used to find future customers in Brazil as a whole.
Another example is the financial area.
A large bank established in the Brazilian market, for example, uses our system to cross-check numerous proprietary data and public information. Thus, it is possible to measure the investment potential of these account holders and achieve a high level of assertiveness in the offer of products. The same goes for finding prospects, whether from individuals or legal entities. As we offer an easy-to-use system, the institution's own employees can work directly with the software, controlling the analysis variables and filters. The result of that? Approximately 40 % of increase in prospects with real possibility of converting sales.
Moral of the story: it is one thing to fish in the open sea, without knowing exactly where to look for fish. Another is to rely on sophisticated sonar, which shows not only the schools, but also which species are occupying certain spaces in the ocean. In this case, it is much easier, isn't it?
Jaime de Paula: graduated in electrical engineering and PhD in production engineering in the area of media and knowledge, from the Federal University of Santa Catarina. He has made a career over more than 18 years in companies such as Perdigão, Cecrisa, Paradigma Tecnologia, and others, being ten years as IT CEO. Jaime is responsible for more than 26 patents on artificial intelligence software.
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