Patrick Buckley Robot Waiters – The future or just a gimmick? As we continue to battle the COVID-19 pandemic, the hospitality industry is looking to technology as a way to keep workers safe. Could robot waiters be the answer? In...
Patrick Buckley How will AI change the labour market for the better? From the way we shop, to the way we learn, the digital world in which we live is unrecognisable from the reality of a decade ago. One area which...
LUCA 4 Data Enthusiasts changing the world as we know it It is becoming increasingly apparent that NGOs and governments are creating more roles in the Data Science discipline. Using Big Data for social good is all about coming up with new...
LUCA LUCA partners with Pelephone to bring Big Data services to Israel This week we are thrilled to announce our latest partnership with Pelephone, powering the Israeli telco’s latest product: Smart Data. Set to invest five million shekels in the next...
LUCA Deep Learning and satellite images to estimate the impact of COVID19 Motivated by the fact that the Coronavirus Disease (COVID-19) pandemic has caused worldwide turmoil in a short period of time since December 2019, we estimate the negative impact of...
LUCA Success Story: LUCA Transit and Highways England The transport industry is very receptive to the application of Big Data and Artificial Intelligence strategies, as there are clear use cases that can maximize a companies’ efficiency and...
LUCA How did the temporary closure of Line 5 affect the users of Madrid’s Metro? The Madrid Metro is undertaking important improvements on their transport network. This year, Line 5 which links the southeast-northeast zones to the capital, is the third to display the...
LUCA LUCA boosts brand engagement with “Sponsored Data” product Sponsored data is the mobile data equivalent of the toll-free telephone service where a third party or carrier pays for the customer’s access to the internet or a set...
Consumer Insights: Telling the stories behind the numbersAlmudena Bonet Medina 26 November, 2018 Written by Almudena Bonet Big Data, Advanced Analytics & Consumer Insights at LUCA consulting analytics “A lot of times, people don’t know what they want until you show it to them.” Steve Jobs had clear from the dawn of his career what it meant to find a good insight. On the other hand, on the side of the rest of the mortals, ordinary women and men have had to settle for finding clues that allow them to understand the perceptions and motivations that condition the behaviour of the rest of their fellow human beings, thus trying to extract the maximum performance of their economic activities. Specifically to the suit of clients, consumers, visitors, patients, users, students … There are many nouns to define the relationship that is generated with people in different areas. What they all have in common is that they are based on relationships that aim to solve a series of needs that are more or less visible, constant or changing over time. From the point of view of a company, it is not only about selling a product, a service, an experience and that’s it; and forgetting the user and never seeing him again. It is intended to generate a repetition, retain a user and turn it into a subscriber. But, for this, it is necessary to unveil the hidden truths that impel you to act and, even, anticipate their needs. Achieving that goal is the key to continuously being in a position of knowing the client better, while offering creative and satisfactory answers to their needs. Analyzing, for example, the wow and pain points experienced by the user in his daily life and in relation to the brand, is postulated as a relevant source of information that helps get those insights. How do we structure this process in a systematized way? Big Data technologies allow us to work precisely with these new sources of information, both internal and external. It allows us to go beyond a simple questionnaire (as Jobs already knew), and being able to process and compute data that until now had not been possible to even be captured. Data that, on the other hand, will be key to enter that world of what is hidden below the surface. With Big Data and advanced analytics we will be able to go beyond the execution as such of strategies, allowing us to focus on building more lasting relationships. However, all this will not help if the people within the organization do not acquire an experimental attitude, fleeing from the conventional and actively counting on an integral vision of the data. The mentality must also change to stop showing raw data and start telling stories with them; to facilitate decision making and compete in optimal conditions, offering the best user experience at the right time. A good narrative, supported by data through visualization and adapted to the interlocutor, transmits the information more effectively. In Amazon, for example, power point presentations are not allowed and it seems that bullet points are loaded by the devil. The alternative is to find a narrative structure that facilitates recall and extraction of conclusions. As experts in advanced analytics, we are required to know the story behind the numbers to build an adequate script, based on numbers and away from “science fiction”, to fully enter the “hyperrealism” of what could to be put on the skin of the consumer. Like when one faces a good story, the most traditional perception of reality must be suspended momentarily to try to create new connections. Which, with the partial view of the data that was had so far, without having the full frame, it had not been possible to glimpse. It is very easy to get lost in a sea of data without reaching relevant and actionable conclusions, which allow us to find quality insights such as those of the father of information technology as we know it now. It is not always necessary to be so ambitious and revolutionize the consumer industry, but let’s not lose the opportunity to maximize the value that can be extracted from a project. Let’s go beyond showing a very specific analytical output that may not be suitable for all audiences. Know your audience, find the right context, choose the right data and follow the advice of one of the best storytellers, Jean Luc Godard: sometimes reality is too complex. Stories give it form. Don’t miss out on a single post. Subscribe to LUCA Data Speaks. You can also follow us on Twitter, YouTube and LinkedIn “Data is in the air” with the Data Science Awards Spain 2018How to measure your data maturity?
Patrick Buckley Robot Waiters – The future or just a gimmick? As we continue to battle the COVID-19 pandemic, the hospitality industry is looking to technology as a way to keep workers safe. Could robot waiters be the answer? In...
Patrick Buckley How will AI change the labour market for the better? From the way we shop, to the way we learn, the digital world in which we live is unrecognisable from the reality of a decade ago. One area which...
Patrick Buckley How AI is helping fashion retailers stay afloat With an estimated current global market value surpassing 406 billion USD, the fashion industry is one of the most significant yet vulnerable industries out there. In an ever-worsening socio-economic...
LUCA La transformación digital en la gestión del agua, ahora más que nunca Hoy en día mantenemos la incertidumbre de cuándo dispondremos de una vacuna o cuál será el impacto real en la sociedad y en la economía que nos deja esta...
Patrick Buckley Thanks to AI, the future of video-conferencing is in sight. Throughout the COVID-19 pandemic, video-conferencing has become the backbone of both our work and social lives. Today, on #WorldHugDay, we take a look at some of the ways in which...
Patrick Buckley How AI and Machine Learning help to develop vaccines As Christmas approaches this year, we have all been gifted the great news that the Pfizer/BioNTech vaccine has shown to be both safe and effective in creating an immune...