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Date
Day 2 – 25
th
November 2015 (Wednesday)
Session
Keynote Session
Time
11:20-11:50
Topic
Cognitive Commerce: Transforming customer engagement and
supply chain operations
Speaker
Dr. Changrui Ren
Chief Scientist and Executive, Business Analytics & Optimization,
IBM Research – China
Dr. Changrui Ren is currently leading the Business Analytics and
Optimization Research in IBM Research – China in Beijing. His
research interests include operations research, big data, and business
process management. He has led various research projects, among
which include the 2008 Supply-Chain Council Global Supply Chain
Excellence Award winner project - SmartSCOR. He also has rich
experience in banking, retail, consumer products, electronics and
logistics industries, and supported various important IBM clients
globally. Dr. Ren received his Ph.D degree in Tsinghua University,
Beijing, China. He has published more than 50 papers in journals and
international conferences, and holds 16 patents.
Topic Abstract
Modern commerce needs to harmonize a broad range of functions
encompassing marketing, sales, pricing, customer engagement, supply
chains, vendor management, procurement, order fulfilment, and the
development and deployment of offerings. The ability to collect and
analyse vast amounts of contextually integrated data in a real-time
manner, throughout the commerce cycle, is creating an expectation to
deliver customer experiences backed by operational execution that
learn from data and evolve their reasoning as they encounter new
situations. A human led, rules-based or traditional analytics based
configuration and tuning of the business processes is no longer tenable.
Examples of new situations that need to be detected, understood,
prioritized, and acted on could include phenomena caused by weather,
local events, social sentiments, competitive actions, news, fluctuations
in operational costs, etc. This talk will cover some the new
technologies and being developed and tested in conjunction with
clients, such as local events based marketing, real time offers, and
omni-channel fulfilment optimization to address the needs of a cognitive
commerce portfolio.