The Fast Fish Forum is an opportunity for challengers of convention and drivers of progress to come together for the benefit of South African business and society. The forum consists of purposeful, committed and open-minded people across industries, organisations and roles who collaborate and learn together; creating a critical mass that drives innovative change in our country. At the second event, held at the BSG offices on 16 November 2016, we discussed two highly topical subjects: 1. Enhancing customer value using big data and actionable insights. 2. Driving innovation through customer insights. To find out more and join the conversation follow us @FastFishForum and http://bit.ly/fastfishforum.

1. Welcome to the

2. Topic 1: Enhancing customer value
using big data and actionable insights
Dr Julia Keddie and Goran Dragosavac
© BSG. All rights reserved CONSULTING | TECHNOLOGY
Big data has given businesses access to more customer behavioural data than ever before. To remain
competitive and be seen as industry leaders, companies must turn this data into intelligence that will support
business leaders in enhancing customer value

3. In an ever-changing digital world…
The world of today
Marketing
automation
and digital
marketing
Real-time
decisioning
Web-reporting
and data
integration
Data mining
and marketing
optimisation Internet
Call centre
Centralised
customer and
contact data
Online and
social media
TV
Email and
post
Mobile
Collect inputs /
Responses
Collect inputs /
Responses
Collect inputs /
Responses
Collect inputs /
Responses
Use history in
in-bound
marketing
Use history in
in-bound
marketing

4. The four Vs
Big data
Big
data
01
Volume
• Clickstream
• Active / passive sensor
• Log
• Event
• Printed corpus
• Speech
• Social media
• Traditional
03
Velocity
• Speed of generation
• Rate of analysis
02
04
Variety
• Unstructured
• Semi-structured
• Structured
Veracity
• Untrusted
• Uncleansed
Organisations must understand what insights they need
to make good strategic and operational decisions
© BSG. All rights reserved

5. Customer life cycle
Profit
Time
Cross-sell/Up-sell Retention Termination /
RecoveryAcquisition
© BSG. All rights reserved

6. Voice of customer
Customer value
Product
segmentation
Customer
segmentation
Customer
acquisition
Cross-sell /
Up-sell
Next product
offering
Customer
retention /
Loyalty churn
Customer
Lifetime value
Buy
CreativityDesire
Satisfaction
© BSG. All rights reserved

7. Actionable insights
Big data
Actionable
intelligence
Profitability
© BSG. All rights reserved

8. Data scientist
Hypothesis
testing
Mathematics
Statistics
Modelling and
prescriptive analytics
Data modelling
Big data solution
engineering
Exploratory data
analytics
Data Science
Pattern
recognition
Data mining
Machine learning
Artificial intelligence
Neural networks
Data visualisation
© BSG. All rights reserved
SQL, R, SAS, Python, Matlab, Java, SPSS, Stata, Perl, Hive, Pig, Spark, Ruby, Ruby on Rails, XML, HTML, Javascript, C/C#

9. Data science capability
http://www.kdnuggets.com/2015/11/different-data-science-roles-industry.html
Data Architect
The Contemporary Data
Modeller
Data Analyst
Data Detective
Data and Analytics
Manager
Data Science Team Leader
Statistician
Historic Leaders of Data
Data Engineer
Software Engineers by
trade
Business
Analyst
Change Agent
Data Scientist
As rare as unicorns
Database
Administrator
Database Caretaker
© BSG. All rights reserved

10. Conclusion
CONSULTING | TECHNOLOGY© BSG. All rights reserved
“Customer expectations have evolved
as well – they expect us to know who
they are and what they need.”
Joan Dal Bianco
Senior Vice President, TD Bank
Fishbowl 1
What do we need to set up to deliver to
customer wants and needs?
Greg Desilla
Fishbowl 2
How can we address the challenges with
Data Science skills in our organisations?
Shiraz Amod

11. Topic 2: Driving innovation through
customer insights
Jason Suttie
© BSG. All rights reserved CONSULTING | TECHNOLOGY
Organisations are embracing innovation and setting up innovation units to adapt quicker to changes in
market demand, to embrace disruptive opportunities, and to have a positive impact on the bottom-line. New
ideas and innovations must be practical and relevant to the market and attractive to the organisation’s
customers. This topic looks at innovating and practically implementing innovative solutions in collaboration
with customers; whilst protecting the intellectual property that is generated throughout the process.

16. Conclusion
CONSULTING | TECHNOLOGY© BSG. All rights reserved
Fishbowl question:
How have you approached customer
interactions while protecting IP?

17. Thank you for joining us!
Keep the conversation going