The importance of technology to understand consumers

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The idea of ​​robots controlling mankind and machines that resemble humans is sometimes portrayed as a bad thing. But the reality is that the use of artificial intelligence can change the lives of consumers for the better. Google, at its Think 2017 with Google event in São Paulo, showed that this is already happening.

Artificial intelligence first

The new technology consists of machines that learn to react from patterns and data. “Many people ask me what the future is, what the next wave will be,” said Fabio Coelho, CEO of Google in Brazil. “Let’s go to a combination of learning machine and artificial intelligence. We went from mobile first to artificial intelligence first.”

The countries of Latin America are easily affected by economic crises. That is why it becomes more important to adapt to these new technologies. It is a transition from “finding and organizing world information, to AI and automatic learning,” said Pichai

“Google uses the learning system to combine your business objectives with the browsing behavior of your consumers, making smart decisions on a scale that would be impossible to do manually. You can use this technology to recognize each person as a unique individual And at the same time speak with all its base. “, Says Coelho.

All this is only possible now, according to Coelho, because we have more processing power, better algorithms and more data. The challenge is to make sense of data size. “The impact of this technology is transforming the world, and we are just at the beginning [of what has yet to be done].”

According to Google, 70% of people use the cell phone to compare the price of products. “We need to conquer consumers in those micromoments. Machine learning and the data approach help people understand the consumer. A consumer who is waiting more and faster, in a click, in a second, that is the reality we are living.

Coelho says that every second of delay to load a site, for example, can take 20% of that address’s access. Understanding how to adapt to these ever more constant changes is what will define the success of companies, according to the executive.

Avinash Kaushik, director and evangelist of digital marketing for Google Americas, underlined that change within companies must happen fast. Every year that passes, many advances are made. Now, companies can spend half the time just to collect and analyze data. With the rest, “you can make money,” says Kaushik. According to him, large volumes of constant tasks must be delegated to machines.


Claudia Sciama, director of retail for Google Brazil, argued that through machine learning, companies can deliver consumers the right content at the right time. “We are entering the age of care.” That is, companies have to anticipate the needs of consumers.

The executive also stressed the importance of speed. “We have to deliver experience that is both enjoyable and fast.” If a site is too slow, 43% of people leave and go to another. And most of the big business sites in Brazil takes more than 20 seconds to load. “The focus on speed should be number one within your company.” Google offers a free tool that lets you measure the speed of your site.

“The data you have is gold and you have to use it,” says Pablo Slough, director of performance products for Google Americas. According to him, companies can no longer give a good experience if they do not have a “holistic view” of the consumer. “Machine learning allows you to deliver personalization and relevance.”

In the vision of Chris Anderson

Chris Anderson, CEO of 3D Robotics and former editor-in-chief of Wired UK magazine, took to the stage to talk about the challenges of artificial intelligence. He talked about how the way to look at artificial intelligence has changed. Now, the discussion is about using data. “We did not have it before, but thanks to the internet we have it,” he said. The problem now will be to rely on how accurate the decisions made by artificial intelligence are.


original article here


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