Big Data. threat or opportunity? Philip Louis CEO Vine Cube UK Singapore India

Transcription

1 Big Data threat or opportunity? Philip Louis CEO Vine Cube UK Singapore India

2 Depends on your vision and courage and it is coming your way!

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4 opportunity response

5 It is not just BIG smart agile good looking finely tuned. BIG DATA

6 BIG DATA

7 TODAY ONE WORD EXEMPLIFIES OUR BUSINESS CLIMATE BIG DATA

8 You are in the Big data revolution. BIG DATA Kahlil Gibran wrote that: to understand the heart and mind of a person, look not at what he has already achieved, but at what he aspires to.

9 DISRUPTIVE FORCES ARE UNPREDICTABLE AND INTRODUCE END-GAME SCENARIOS BIG DATA

10 The coming together of technologies and social trends CLOUD COMPUTING AGILE EXTENSIBLE TECH COSTS REDUCING NEW DATA TECHNOLOGY LEVERAGED INVESTMENTS GLOBALLY BARRIER TO ENTRY REDUCED FREE ACCESS TO GLOBAL NETWORKS PERSONAL & CORPORATE MERGE INTER- CONNECTED INSTANT AND DANGEROUS SOCIAL MEDIA FORCES BUSINESSES TO ADAPT/ EXPLOIT BIG DATA course co-ordinates are set and accelerating

11 UNSTOPPABLE:: and it will change the success criteria of business tomorrow. CLOUD COMPUTING AGILE EXTENSIBLE LIMITLESS CAPACITY FOR DIGITAL TECH COSTS REDUCING NEW SOLUTIONS LEVERAGED INVESTMENTS GLOBALLY BARRIER TO ENTRY REDUCED NO BOUNDARIE S FREE ACCESS TO GLOBAL NETWORKS PERSONAL & CORPORATE MERGE VALUE CREATION IS SCALABLE INTER- CONNECTED INSTANT AND DANGEROUS SOCIAL MEDIA FORCE BUSINESSES TO ADAPT BIG DATA ALWAYS CONNECTED

12 What can you do about it? 1. revenue management 2. Distribution 3. Travel management 4. Internal operations 5. Financial management SME possibilities? Enterprise possibilities? Niche player possibilities?

13 Enterprise level opportunities 1. Revenue management 2. Distribution 3. Travel management 4. Internal operations 5. Financial management optimised pricing for the perishable commodities offered by the travel industry = airplane seats, hotel rooms pricing + capacity + external data = more sensitive models Actionable data for pricing competitive advantage Faster responses, small niches of pricing advantage quickly seized, etc. Swiss; Air France-KLM, Lufthansa Frontier Airlines have case studies

14 Enterprise level opportunities 1. revenue management 2.Distribution 3. Travel management 4. Internal operations 5. Financial management Increased personalisation - spanning from loyalty programmes to direct offers - behavioural analysis recommendation engines - realtime interventions of varying sorts. - Facebook analysis and offers based on likes? or associations in your network

15 Always connected passenger impactful interventions and intelligence using social media channels

16 Opportunity responses 1. revenue management 2. Distribution 3. Travel management 4. Internal operations 5. Financial management SME possibilities? Enterprise possibilities? Niche player possibilities?

17 Simple first steps any SME can take to engage Customer relationship and management systems social media must be a priority Determine the Strategic value of your data? data appending & customer recognition services Cloud services offer quicker cheaper engagement tailored for SMEs

18 What is your online footprint? Are you connected? Facebook? Twitter? E-chat? Brand online?

19 SMEs Action plan for Big data intelligent questions for Big data investments Take stock where are you today as far as the collection and reuse of information goes? Is your small data working for you? Maybe a good BI solution? What do you know today about who your customers are and their preferences, their typical behaviours?? While the big boys EXPLOIT the power of big data on big budgets.. it does not cost much to differentiate yourself on excellent customer attention and satisfaction use the simplest analytical and technological innovations for the first step Define your destination in Value terms not technology or data elements. Innovation in serving your customers is the outcome we all want.

20 Big data techniques are available to create and better understand those interactions have a positive benefit on your business!! Marketing have got to use social media to establish Brand identity and to develop perceptions eg twitter - Burberry Brand b brand a YOUR brand externally sourced data CIO has to deliver robust business intelligence platforms that make internal data actionable by better use of analytics. YOUR custo mers internally sourced Better structured data sources data for the business users to access independently.

21 Big data techniques are available to create and better understand those interactions have a positive benefit on your business!! Marketing have got to use social media to establish Brand identity and to develop perceptions eg twitter - Burberry Brand b brand a YOUR brand use social media analysis CIO has to deliver robust business intelligence platforms that make internal data actionable by better use of analytics. Better structured data sources for the business users to access independently. YOUR custo mers

22 Big data techniques are available to create and better understand those interactions have a positive benefit on your business!! Marketing have got to use social media to establish Brand identity and to develop perceptions eg twitter - Burberry Brand b brand a YOUR brand use social media analysis CIO has to deliver robust business intelligence platforms that make internal data actionable and improve analytics capability. Better structured data sources for the business users YOUR custo mers to access independently and self serve using the tools that best serve their purposes. deliver business insight

23 Model change is inevitable in a disruptive world

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25 BIG DATA (your journey) MATURITY CHART BUSINESS MONITORING BUSINESS INSIGHTS ANALYTICS LED OPTIMISATION DATA MONETISATION what will it take to move here? BUSINESS AND PROCESS TRANSFORMATION FUNCTIONAL LEVEL REPORTING ONLY Where is your business what will it take to move here?

26 BIG DATA (your journey) MATURITY CHART TRADITIONAL BUISNESS INTELLIGENCE INTERNAL DATA - STRUCTURED BUSINESS INSIGHTS ANALYTICS LED OPTIMISATION DATA MONETISATION BUSINESS AND PROCESS TRANSFORMATION BUSINESS MONITORING FUNCTIONAL LEVEL REPORTING ONLY

27 BIG DATA (your journey) MATURITY CHART TRADITIONAL BUISNESS INTELLIGENCE INTERNAL DATA IS STRUCTURED BUSINESS INSIGHTS ANALYTICS LED OPTIMISATION BIG DATA TYPE APPLICATIONS USING EXTERNALLY SOURCED DATA DATA MONETISATION BUSINESS AND PROCESS TRANSFORMATION BUSINESS MONITORING FUNCTIONAL LEVEL REPORTING ONLY

28 BIG DATA (BUSINESS MODEL) MATURITY CHART Basic financial and functional reporting. KPIs Performance reporting Tracking and trending dashboards customer behaviour market intelligence BUSINESS INSIGHTS Statistical solutions, produce actionable decisions ANALYTICS LED OPTIMISATION Generating new revenue opportunities never before realisable from data DATA MONETISATION Business model change and new business creations BUSINESS AND PROCESS TRANSFORMATION BUSINESS MONITORING FUNCTIONAL LEVEL REPORTING ONLY this represents a need to plan and the iterative nature of this journey you have to build one step at a time for the best results

29 COLLECT THE DATA YOU NEED FOR THE BUSINESS, PRE-PROCESS AND DELIVER STORE ALL RAW DATA TAKE THE PROCESSING TO THE DATA

30 COLLECT THE DATA YOU NEED FOR THE BUSINESS, PRE-PROCESS AND DELIVER STORE ALL RAW DATA TAKE THE PROCESSING TO THE DATA

31 Differentiate Analytics and Big Data between Analytics can be performed on any data source big or small Small data has steady state value (intrinsic) Big data has no intrinsic value in its storage state Analytics brings the science to the data to produce insight then action then value extraction

32 IGNORE THE TECH HYPE

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36 Big data and Brand management Big data informs Brand perceptions internally It creates Brand perception externally product innovations service interventions What interventions can we make which improve customer experience sentiment analysis data analytics understanding the customer journey by segment

37 It is the business that will establish the trajectory for BIG DATA BIG DATA WILL IMPACT YOUR BRAND VALUE AND SET PERCEPTIONS it cannot be a tech journey Establish a business case clear proof of concept Agree and monitor ROI models Focus on things that are value to the customer not internal metrics

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39 The impact on your customer experience Big data techniques allow a richer level of interactions which enable you to impact your customers experience and then their behaviour in the future. = referrals = retention = ability to X and up sell Random experience Inconsistent unintentional predictable Branded experience consistent experience intentional differentiated consistent valuable intentional not differentiated not valuable

40 The impact on your customer experience A company with a price advantage can be undercut. A company with a performance advantage can be outflanked. But a company with an emotional difference always commands a premium The power of a strong Brand. Random experience predictable experience Branded experience

41 Experience and sentiment analysis along the customer journey positive negative simplified but typical customer journey showing four stages research comparison decision satisfaction situation analysis situation analysis situation analysis situation analysis recommended action proposed recommended action proposed recommended action proposed recommended action proposed

42 Experience and sentiment analysis along the customer journey positive specific touch points specific touch points specific touch points specific touch points specific touch points negative simplified but typical customer journey showing four stages research comparison decision satisfaction situation analysis situation analysis situation analysis situation analysis recommended action proposed recommended action proposed recommended action proposed recommended action proposed

43 Experience and sentiment analysis along the customer journey positive specific touch points specific touch points specific touch points specific touch points specific touch points negative simplified but typical customer journey showing four stages research comparison decision satisfaction situation analysis situation analysis situation analysis situation analysis recommended action proposed recommended action proposed recommended action proposed recommended action proposed

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45 The strategic role Abacus can play 1. Start investing in non-relational databases 2. Use open source data management tools 3. Distributed commodity server architectures 4. Embrace cloud computing for strategic purposes 5. More active and a brand presence in social media 6. Build the customer recognition architectures 7. Innovate with products which deliver off the shelf big data interactions with your customers

46 Bring it on! Remember it is not the size of the dog in the fight; but it is the size of the fight in the dog. So SMEs take heart. Yichalal is an Amharic word meaning; anything is possible or it can be done

47 Thank You /AbacusIntl /AbacusMarketing Philip Louis (SGP)