This report lays out the key use cases for data-driven value creation, presents examples of organizations that are using data creatively and effectively, outlines the most pressing issues and opportunities, and presents best practices that show how data strategy can transform organizations.
2. Lindsay Malone
Digital Marketing Associate
Prophet
Webinar Agenda
1. Intro to Altimeter, a Prophet Company
2.Meet the Speaker
3.Presentation
4.Q & A
3. Altimeter, a Prophet Company
A research-based strategy consulting firm
which helps companies understand and
take advantage of digital disruption.
Strategy Consulting
Education & Workshops
Research- Based Advisory
Charlene Li
Principal Analyst
Brian Solis
Principal Analyst
Susan Etlinger
Industry Analyst
Ed Terpening
Industry Analyst
Omar Akhtar
Industry Analyst
4. At Prophet, we believe there
is a better way to grow
By fusing insight, strategy, creativity,
and imagination, we help our clients
grow better brands and businesses
5. Prophet Brand Relevance Study 2015 5Proprietary and confidential. Do not distribute.
We are a mix of best-of-breed
consultants, marketers, designers
and innovators, who together see
opportunities differently and
deliver unique solutions
6. Prophet Brand Relevance Study 2015 6Proprietary and confidential. Do not distribute.
Founded in 1992, our
global presence allows us
to bring together the
right team to meet your
challenge
CHI HKBERZURRICATL LONNYCSF
7. Prophet Brand Relevance Study 2015 7Proprietary and confidential. Do not distribute.
We’ve helped some of the world’s biggest brands…
9. Prophet Brand Relevance Study 2015 9Proprietary and confidential. Do not distribute.
Susan Etlinger
Industry Analyst, Altimeter, a Prophet Company
@setlinger
10. 10
“Legislation can’t keep up with
technology, which makes it a
flawed vehicle to govern what
happens in this space.”
− Judy Selby,
Partner, Information Governance
BakerHostetler
12. 12
“... big data has quickly moved
over the Peak of Inflated
Expectations ... and has become
prevalent in our lives across
many hype cycles. So big data
has become a part of many hype
cycles.”
− Betsy Burton, Gartner
15. 15
Does data have intrinsic value?
“Given the way some information
assets behave and the non-
standardized methods we currently
have to value them, movements to
include them on the balance sheet
might be as deceiving as including
water was for U.S. Steel in 1901.
Companies can continue to develop,
use, and value information assets
internally, but let income statement
performance speak to investors about
how valuable the information and
management’s use of the information
is to the company.”
– Jim Smith, Charles River Associates
A Study of the United States Steel Corporation in Its Industrial and Legal Aspects: Being Three Lectures Delivered to the Class in
Private Corporations, in the University of Michigan, June 3, 4 and 5, 1901
21. 21
Zendesk
Uses data to optimize the product
B2B company that uses B2C strategies; analytics focus on
understanding behavior triggers for actions like conversion, expansion
and churn.
Uses data to help support teams improve
Created benchmark that companies can opt into anonymously to share
support data, such as customer sat scores and response times, and
compare them to industry averages.
Helps market Zendesk (by showing efficacy of the product) AND
provides value-added data to customers.
Uses data to inspire new products and services
Example: Satisfaction Prediction, which gives customers the ability to
scenario-plan customer sat scores based on specific drivers.
23. 23
Fame House and Ice Cube
Goal
• Increase Ice Cube’s engagements across his digital ecosystem.
Strategy
• Use social data to understand what content resonates most with different fan
segments (his legacy in hip hop).
• Address different audience segments equally and authentically.
• Develop a content strategy that speaks to each group, highlighting all facets
of Ice Cube’s career, from N.W.A to Boyz n the Hood to his solo career to
Straight Outta Compton.
Results
• In eight months, Ice Cube’s Facebook audience grew by over 50% with no
paid support. Organic engagements increased over 2500% to more than
177,000 per month.
25. 25
Goal
Predict risk of sepsis (infection) for patients undergoing surgery. Sepsis
is one of the greatest dangers in an operating room.
Strategy
• Used predictive analytics technology from Dell Statistica that uses
operating room data, information from electronic medical records,
and data from other sources to predict a patient’s risk of infection.
• Customized treatment based on the patient’s unique needs.
Results
Reduced incidents of surgical-site infections by about 58%.
University of Iowa Medical Center
27. 27
Aging Infrastructure
• In large companies, infrastructure such as sales,
transaction systems, etc. can be 30 years old.
Processing and Analysis Challenges
• Data preparation and cleaning account for a huge
amount of the time data scientists spend.
• Ad-hoc analysis = more manual processes, difficult if not
impossible to scale.
Challenges of Data-Driven Business
28. 28
Processing and Analysis Challenges (continued)
• Last-click attribution is common, so social can
sometimes be dramatically under-represented in
performance analytics.
• Campaign versus ongoing relationship mentality.
Organizational Silos
• Marketers want a 360-degree view of the customer.
Enterprise data such as BI, CRM often come via multiple
incompatible dashboards with differing data sources.
Challenges of Data-Driven Business
30. 30
Clarity -- about the problem they are trying to solve and the measures that will
demonstrate success
• Focus on real, achievable problem
• Ties ROI analysis to real business objectives
Customer segmentation -- based on actual behavior and attributes rather than
assumptions
• Organizes by customer, not by campaign
• Experiments with micro-segmentation—from analysis to execution
Community -- of data enthusiasts, experts
Fosters a culture of rapid iteration and experimentation
• Finds and cultivates a data community
• Identifies and empowers data champions
4 Cs of Data-Driven Business
32. 32
• Ethical data use and privacy will be seen as
brand issues
• We will see, and have to develop norms for, new
data sources
• Analytics for images and video will emerge
• The shortage of data scientists and trained
analysts will continue
• We will examine the impact of decisions made by
algorithms
A Look At the Future
34. 34
Thank You
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be
reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The
authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not
constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising
or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Altimeter, a Prophet company, provides research and advisory for
companies challenged by business disruptions, enabling them to pursue
new opportunities and business models.
Susan Etlinger
susan@altimetergroup.com
susanetlinger.com
@setlinger
Hinweis der Redaktion
Hello and welcome to today’s webinar, “The Data-Driven Business: How Industry Leaders Use Data to Create Value.”
My name is Lindsay Malone and I will serve as your moderator for today’s webinar. When I’m not moderating webinars, I serve as Digital Marketing Associate for Prophet’s corporate team.
Before we dive into today’s presentation, I’m going to take a few minutes to introduce you to Prophet and our speaker. After the presentation, we’ll hold a Q&A session and address any questions we didn’t get to during the webinar. You can submit your questions at any time throughout the webinar using the chat feature located on the right side of your webinar screen.
For those of you who aren’t familiar, I’m going to share a quick intro of Altimeter and Prophet.
Altimeter, a Prophet company, is a research and strategy consulting firm that helps companies understand and take advantage of digital disruption. In 2015, Prophet acquired Altimeter Group to bring forward-thinking digital research and strategy consulting together under one umbrella, and to help clients unlock the power of digital transformation. Altimeter, founded in 2008 by best-selling author Charlene Li, focuses on research in digital transformation, social business and governance, customer experience, big data, and content strategy.
For those of you unfamiliar with Prophet, Prophet is a global brand and marketing consultancy that fuses insights, strategy, creativity and imagination to help clients grow better brands and businesses.
We’ve got more than 350 of the most strategic, creative and analytical marketing masterminds on the Prophet team. Day in and day out they help our clients to grow better businesses, transform customer experiences, build relevant brands, ignite digital transformation and reimagine patient experiences.
We are headquartered in San Francisco, CA and have 8 other offices worldwide. Our global presence allows us to bring together the right team to meet whatever challenges you’re facing.
We’ve helped some of the world’s largest brands grow better businesses, transform customer experiences, build relevant brands, and ignite digital transformation.
Onto the main event! The speaker for today’s webinar is Susan Etlinger.
Susan Etlinger is an industry analyst with Altimeter Group, a Prophet company, where she promotes the smart, well-considered and ethical use of data. She conducts independent research on these topics and advises global executives and technology innovators. Susan is a TED speaker, is regularly asked to speak on data strategy and best practices, and has been quoted in media outlets such as The Wall Street Journal, The New York Times, and BBC.
Welcome Susan!
Media, legal and privacy
Alright, now we’re going to open things up for the Q&A session. We’ve collected your questions thus far but invite you to keep sending your questions in using the chat feature located on the right side of your screen.