Putting the Customer at the Heart of our Companies

Transcription

1 Putting the Customer at the Heart of our Companies HARNESSING INNOVATIVE TECHNOLOGY TO BUILD LONG-TERM CUSTOMER RELATIONSHIPS 25/06/2014 1

2 What s Next For BI? A Strategic Outlook Into Current Trends & Future Predictions Pierre /06/2014 2

3 Reality Check How many organisations use BI? How many organisations use it to analyse customer behaviour? How many organisations use it to socially listen to consumers & customers? 25/06/2014 3

4 A Picture Says A Thousand Words Vs 25/06/2014 4

5 Understanding Versus Just Knowing The power of visualisation can be used tactically to monitor trends and daily transactions. But this is a vast under-utilisation of the technology which may be at our disposal. Managers should be constantly thinking about how to harness data, whether internal or external (or indeed both) to enable them to look around the next corner.

6 Visualisation is not a new technique The 1854 Broad Street Cholera Outbreak. Background: A severe outbreak of cholera that occurred in Soho district of London, England. This outbreak is best known for the physician John Snow's study and his discovery that cholera is spread by contaminated water. This discovery came to influence public health and the construction of sanitation facilities beginning in the 19th century.

7 The Source.. 25/06/2014 7

8 Visualisation could have saved lives inww2 Charles Minard's 1869 chart showing the number of men in Napoleon s 1812 Russian campaign army, their movements, as well as the temperature they encountered on the return path. The brown area depicts the number of men on the way to Moscow The black area depicts the number on the way back 470,000 went in, 10,000 came back.

9 Fast Forward to the Present Day 25/06/2014 9

10 Visualisation at the right Resolution The Right Data + The Right Resolution = A New Culture Of Inquiry 25/06/

11 The Right Resolution James Balog - For three decades, he has been a leader in photographing and interpreting the natural environment. He did more to influence the global warming debate with his 60 second visualisation than tonnes of research the success of this is down to the right perspective ( resolution ) of his photos Had he been too close or too far - the insight would have been lost. 25/06/

12 How Better Analytics Are Affecting The Enterprise 1 More computing speed, storage & ability to scale 4 More focus on key metrics 2 More time & better tools 5 Better access to results Less guesswork Less bias More awareness Better decisions 3 6 More data sources A broader culture of inquiry 25/06/

13 Brief Demo Back drop: Web tracking data generated and stored within the company CRM. Moving from raw data to marketing insight & understanding 25/06/

14 Trends Driving The Current Wave Of Analytics Processing Power Memory Cost & Capacity Consumerisation of IT 25/06/

15 The 3 Waves Of Analytics 25/06/

16 1 st Wave of Analytics Reports & basic analytics were the preserve of small highly trained specialist groups. These groups managed complex systems and spent a lot of their times trying to understand the requirements from the business cohort. They then went away and looked for the answers required in the data. Worked well enough if the business knew ahead what they were looking for but 25/06/

17 2 nd Wave of Analytics In the 1980s, the emergence of the PC started a gradual revolution leading to more business end user independence. The top down collection largely endured, but tools started to become available that enabled grass roots decentralisation. The 80 s decade and the following one saw the rise of a tightly controlled and governed data warehouse approach. 25/06/

18 1 st & 2 nd Wave of Analytics Both waves brought about new challenges for IT department centric analytics in terms of: Responding to the needs of the business.when: The business units themselves were not sure what findings they wanted or indeed had any clues of what they were seeking. 25/06/

19 2 nd, 3 rd or..?? Enterprises which have developed significant capabilities using analytics are somewhere in between the 2 nd & 3 rd waves. Today many are either just now moving away from tightly controlled IT centric models and data warehouses or are still there. The mature trend is Self Service BI and the data discovery approach. This trend, led by companies like Tableau & Qlik have taken the BI industry by storm and a clear acknowledgement of this is the fact that traditional players are all struggling to imitate them. 25/06/

20 Characteristics of Wave 2.5 The shift of data discovery capabilities has moved towards the business users and away from IT. IT still retain a role in terms of security & governance Business users are able to rapidly assimilate new data assets and generate visualisations which previously required technical skills & programming now achieved with a few clicks. Enabling of the culture of inquiry on the fly BI. 25/06/

21 The 3 rd Wave Co-creation In The Cloud Enables the opportunity to create new products & tools combining multiple data sources. Internal & external brought together in the Cloud. Some examples: Combining your sales data with geospatial data from public sources (e.g. Google Maps) Footwear fashion design product development data with social media data. 25/06/

22 Trends Driving Wave 3 On demand BI Economics of the Cloud Vendors shifting their business model to the Cloud (SAAS) Metered & elastic usage patterns E.g. Marketing affiliates of an igaming firm may require access to analytics for short periods of time per month when their pay out is due. 25/06/

23 In Conclusion Taking On Jim s Thread Winners will be those organisations who realise & exploit the interactive insights that can be created using relevant internal (customer) & external data sources including Social Media And delivering these at the right Resolution 23

24 One Final Thought You can t prepare for tomorrow with yesterday s tools 24