Managing data smartly

My.ComMetrics.com
ComMetrics

Session 10: Managing data smartly – Making data dance
http://www.slideshare.net/ComMetricsUniversity
Latest version can be found here just before class
Presented by

http://www.YouTube/ComMetrics
ComMetrics – videos

http://info.cytrap.eu/?p=134
social media trends 2011
ComMetrics blog checklist
Urs E. Gattiker , Ph.D.

2008_06_16

ComMetrics
_Wrap up from last session

3 critical things learned – here comes the Nespresso / Denner example

2011_01_17

_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions

ComMetrics
_Nespresso is protected by 1700
patents

1 > Sfr. 3bn in 2010

2 Denner sells capsules for about half price

2010_11_10

>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

ComMetrics
patents

3 In 2010 Jean-Paul Gaillard ... Also former Nestlé exec.
launched his Ethical Coffee Co to produce Nes-
presso compatible capsules
4 2011-01-10 Monday St. Gallen court gave Nestlé a legal
victory by supporting its challenge to discount retailer
Denner. Denner said it would appeal
2010 Nestlé launched lawsuit against Sara Lee
the US food group, fro alleged patent infrignement
with its L‘Or Expresso. Sara Lee denied
infrigning any patents 2010_11_10


ComMetrics
patents

5 2010 Nestlé launched Special T, a tea-making syste
designed to do for the beverage what Newspresso
has done for premium coffee
Initially launched in France machine costs €129 with a
10 capsule pack costing an additional €3.50
Tea bag Migros = 3 Rappen versus
===> 42 Rappen Special T – they cost 50
6 Jan 2010 Eric Favre former Nespresso CEO launched
Tpresso
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_After Nespresso back to today‘s topic

Are we ready?

2010_11_10


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_Everybody wants to measure the web
traffic

#1 How can we demonstrate that our web efforts are
Challenge delivering – pageviews, mentions on Twitter

Strategy: Focus on metrics that result in action

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traffic

Solution:
-Social media metrics – what is the purpose – set strategy and check

---- using no more than 5 measures
1 - ComMetrics Footprint index,
2 - Health Index,
3 - ComMetrics Resonance,
==> 4 ComMetrics Blog Impact Index

2010_11_10


ComMetrics
traffic

Solution:

---- using no more than 5 measures – complement previous 4 with:

5 - referral traffic AND statistics from
6 URL shortener (e.g., how many of my Twitter followers clicked on
the URL I sent)

WATCH THE TRENDS compare July 2009 with July 2010

2010_11_10


ComMetrics
_Why it matters – today‘s 3 nuggets

1 What is the amount of data we are dealing with - trends?

2 What can we get out of these data?

3 Visualization can help

2010_11_30

_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions

ComMetrics
_Purpose

What is this all about?

2011_01_18

>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

ComMetrics
_What is data, information, database, data-warehouse?

Definition in textbook?
Does you textbook define data warehouse, database, etc.?
How are data management, warehouse, software applications, etc.
defined in other MBA courses/modules?

How does data management, warehousing and so forth relate to
innovation?

What is your company‘s core database or warehouse. Which
application using your company‘s warehouse do you use most in your
work?
(please bring document to class)
::::::::::::::::::::::::::::::::::::::
2011_01_18


ComMetrics
_What is a database versus a data warehouse?

Data-warehouse = storage and read-optimized – Swiss frequent flyer
data, Migros Cumulus card program

Application database = write optimized PostFinance pay terminal

http://www.ehow.co.uk/video_5112690_data-warehouse_.html 1 min video

http://opensourceanalytics.com/2005/11/02/database-vs-data-warehouse/ (blog entry, explain it very nicely)

::::::::::::::::::::::::::::::::::::::

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_Are we producing much data?

Facebook has 40bn photos

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_Are we using these data?

Mobile is changing our lives, selling,
communication and much more

BUT – can all afford it?
http://commetrics.com/?p=10816

2011_01_18


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_How are we storing these data?

tp://commetrics.com/?p=10242 (near buttom – video)

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_Wal-Mart creates petabytes

Operates 8,400 stores worldwide
>2m employees
>$200bn revenue in 2009

INFOS
>200m customer transactions each week
> 1m customer transactions each hour
> 2.5 petabytes = data store = about 167 x the
books in America‘s Library of Congress

2010_05_05


ComMetrics
_From Purpose to HowTo

How do we put this into practice?

2011_01_18

>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions

ComMetrics
_Can we simplify things

http://video.techrepublic.com.com/2422-19180_11-218297.html 5 min

Making sense out of all these data
Dashboards

2011_01_18


ComMetrics
_3 assigned readings – Topic 10

- we choose a student to moderate the discussion – you can
volunteer yourself for today or for tomorrow

- please have your notes ready – all students

- Chosen reading is:

- Could your data management approach result into value that an be
leveraged in your business = data driven management
2011_01_18


ComMetrics
_Tools & Tips

- Managing RSS

2011_01_18

>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

ComMetrics
_How do we use RSS manage data - information

- How to add an RSS feed
http://university.commetrics.com/?page_id=130

Infos for non-geeks – how to use it with your e-mail program

-Outlook, Mozilla Thunderbird,

-What about Google Reader?

-Why RSS feed may not be used by your target audience

http://commetrics.com/articles/why-rss-fails-with-my-readers/
2011_01_18


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_Decision time

- How to use your data smarter

2011_01_18


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_Student Case – Claudio Vallebona

- Developing marketing strategy
data collection and fine-tuning the company‘s strategy while
reaching set milestones

2011_01_18

>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

ComMetrics
_Student Case –

- more

2011_01_18


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_Steps to do the most with data?

http://commetrics.com/?p=11250 5 min – showing how to visualize data – bottom of post

Dashboards

2011_01_18


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_Steps to do the most with data
– geo-location?

- http://commetrics.com/?p=11595

today, 4% use this service at all, down from 5% in May 2010
(see also Session 8 – think before mindlessly geo-tagging things
and sharing the info with your network)

2011_01_18


ComMetrics
_One last thing – Wrap-up

What we learned

Do not trust data – check
sample selection PLUS journalists
generally get it wrong (35% see
something as positive – plenty of
chance to innovate for your business)

http://twitter.com/kfuellhaas/status/25916865981194240

http://www.absatzwirtschaft.de/content/_t=ft,_p=1003186,_b=73325

http://www.friendsofbrands.com/pdf/social-media-Studie_Friends_of_Brands.pdf 2011_01_18

>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions

ComMetrics
_Why it matters – today‘s 2 nuggets

1 What is the amount of data we are dealing with - trends?

2 What can we get out of these data?

3 Visualization can help

2010_11_30


ComMetrics
_One more thing

People do not necessarily decide rationally but, instead, emotions play a role
(e.g., with Apple) and using a nice decoy (The Economist) or making it a
totally new experience (Starbucks – you cannot compare it to anything
else - SEE Session 13 – watch out your customer gets smarter...)

2010_11_30


ComMetrics
_One more thing

Please discuss:

3 most critical things we learned today

3 things I love to get more infos about

Let your data dance – Hans Rosling uses data visualisations to make serious
points about health policy and development.
AMAZING videos – trust Steve Jobs on this http://www.economist.com/node/21013330

2011_01_17


My.ComMetrics.com
ComMetrics

Session 10: Managing data smartly – data Gau

Presented by http://My.ComMetrics.com (free registration)
http://ComMetrics.com (blog)

Roentgenstrasse 49 Street
social media trends 2011 CH-8005 Zuerich Zip Code

Switzerland Country
ComMetrics blog checklist
+41(0)44 272 1876 Voice

+41(0)76 200 7778 Cell
info@CyTRAP.eu Google Talk
Urs E. Gattiker , Ph.D.
www.ComMetrics.com URL
2008_06_16

Managing data smartly

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