[DAF 2017] Digital Analytics 4.0: Are You Ready?

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Présentation de Neil Mason, Directeur émérite de la Digital Analytics Association (DAA) lors du Digital Analytics Forum by AT Internet le 9 novembre 2017 à Paris. Une nouvelle ère s’ouvre pour les Digital Analysts. L’exploitation de nouveaux types de données dans l’entreprise et l’émergence du Machine learning vont profondément transformer son rôle dans les années à venir.

Data & Analytics

Digital Analytics 4.0: Are You Ready?
Neil Mason
Digital Transformation Lead
Accenture Digital
Director Emeritus DAA
n.mason@accenture.com

Source: Walkbase
Source: Euclid Analytics
The Physical gets Digital

More digital means more data but…
…it also now means greater governance

Right
to…
Be Informed
Access
Rectification
Deletion
Restrict
Processing
Data
Portability
Object
Not to be
profiled

Descriptive
“What happened?”
Predictive
“What might happen?”

Digital
Analytics
Predictive
Analytics
Descriptive Predictive

Digital
Analytics
Predictive
Analytics
Predictive

Descriptive
“What happened?”
Predictive
“What might happen?”
Prescriptive
“What should I do?”

Simulation &
Optimisation
Predictive
Analytics
Prescriptive

10% discount
offer
30 days before
expiry
Contact by email
Anna has a high
propensity to
churn…
“Do something!”
Repeat via SMS
after 5 days
“Do this…”

1. It involves little physical contact or manipulation of things
2. It involves answering data dependent questions
3. It involves quantitative analysis
4. Consistent performance is critical to your role
5. It involves the creation of data-based narratives
6. There are well defined rules for performing the work
Your job is due to be automated if:
Source: Only Humans Need Apply: Winners and Losers in the Age of Smart Machines by Thomas H. Davenport and Julia Kirby

Digital Analytics: 1.0
Digital Analytics: 2.0
Digital Analytics: 4.0
Digital Analytics: 3.0
Technician
Reporter
Analyser
??

Digital Analytics
What does digital mean
in the digital age?
What happens when the
machines take over?

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