Reason meets Imagination HARNESSING THE POWER OF (BIG) DATA FOR EFFECTIVE CITIZEN ENGAGEMENT AMI Government Marketing Conference 29 August 2013 Level 11. 99 Queen Street Melbourne. Victoria 3000. Australia T. +61 3 9670 4700 W. www.gsg.com.au This document is not to be copied without permission
HARNESSING THE POWER OF (BIG) CUSTOMER DATA Victorian Department of Justice Searching and interrogation of more than 50 million records Provision of an interface for all Justice users to search and use data Fire Services Commission Indexing and interrogation of over 15 years of fire data to look for trends Customer Data Strategy Customer (Big) Data Solutions Building Capabilities Cricket Australia National data strategy, business case and implementation roadmap Retail Customer data strategy; Data Audit 20 million+ transactions; Data base acqusition; Systems Design/ Build; Data capabilities AIA Insurance Analysis of big data sets for sales and consumer product 2
TODAY S PRESENTATION Some BIG Trends Implications for Government - The BIG Jobs to be done The BIG Data Opportunity Ask some BIG Questions 4
SOME BIG TRENDS Increasing demands on Government accountability Citizens behaviour/ expectations changing Exponential power of technology as an enabler Heightened regulatory environment 5
FISCAL GAP/INCREASED ACCOUNTABILITY/FOCUS ON PRODUCTIVITY 6
CITIZEN BEHAVIOUR AND EXPECTATIONS ARE CHANGING The digital revolution 7
PRIVACY PARAMOUNT 8
EXPONENTIAL POWER AND SCALEABILITY OF TECHNOLOGY THE TECHNOLOGICAL REVOLUTION 9
SOME BIG TRENDS Increasing demands on Government accountability Improved access to services Productivity focus Increased accountability Citizens behaviour/ expectations changing Producing/ sharing data at exponential rate Multiple devices Access Anytime, Anyhow, Anywhere Exponential power of technology as an enabler Storage/ Scalability Processing capacity - Volume/ Analytics Speed/ Real time access Heightened regulatory environment Privacy paramount 10
TODAY S PRESENTATION Some BIG Trends Implications for Government - The BIG Jobs to be done The BIG Data Opportunity Ask some BIG Questions 11
IMPLICATIONS FOR GOVERNMENT: BIG JOBS TO BE DONE 1.Create Smart Policy Improved Citizen Social Economic Outcomes 2.Efficient & Effective Service Delivery 3.Effective Citizen / Stakeholder Engagement 12
IMPLICATIONS FOR GOVERNMENT: BIG JOBS TO BE DONE 1.Create Smart Policy More informed Holistic; Real time; Devolved Improved Citizen Social Economic Outcomes 2.Efficient & Effective Service Delivery Improved Productivity Focus on what matters Reduced waste Improved resource allocation 3.Effective Citizen / Stakeholder Engagement More Effective Engagement - Improved relevance Real time response 13
CONSUMERS WANT TO BE ENGAGED... AND NOW THEY CAN BEB B 14
BIG DATA 15
THE OPPORTUNITY TO MANAGE AND LEVERAGE BIG DATA The external world of data The Big Data Opportunity How can we enable Government Business Enterprise to quickly explore relevant data in a useable format and translate this into actionable insights? The internal sources of data Structured Semi-Structured Unstructured 16
BIG DATA: SOME BIG QUESTIONS 1.What data do I need? 2.What data can I access? 3.How should I manage my data? 4.How can I use Data for improved citizen outcomes? 17
THE ARTS: AUDIENCE ENGAGEMENT AND DEVELOPMENT 18
A VISION FOR CITIZEN ENGAGEMENT: AN EXAMPLE This insight should be able to develop a specific target segment profile of Government services, so we understand: Level of engagement with the service? Past transaction behaviour? Circles of influence Channels to reach to more effectively target desired behaviour 19
BIG DATA SOLUTION EXAMPLE ILLUSTRATIVE System A unique attributes Global attributes Common across all or many systems NAME: Evan Harridge AGE: 36 PARTICIPATION: Milo T20 Blast PURCHASES: Tour packages System B unique attributes Trend analysis Forward planning Sales Data Registration data Financial Systems Supports jagged records Vodafone Cricket Live, Twitter, Facebook Centre of Operations Individuals Share files Regional Offices, Head Office (.pdf,.docx,.xls) 20
DATA MANAGEMENT PROCESS ASSESSMENT Network Topology Capture Store Manage Utilise Organisation roles/ responsibilities and capability 21
CRITICAL QUESTIONS FOR GOVERNMENT 1. BUILD TRUST - PERMISSION 2. CLEAR BUSINESS OBJECTIVES: THE DATA JOBS TO BE DONE 3. SOLVE FOR WHAT & HOW 4. EFFECTIVE ENGAGEMENT - BOTH SYSTEMS AND SKILLS LED 22
QUESTIONS? Evan Harridge CEO - Immersive M. 0410 534 727 T. 03 9016 5016 E. evan.harridge@immersive.com.au Graeme Chipp Managing Director - GSG M. 0411 127 846 T. 03 9670 4700 E. gchipp@gsg.com.au 23