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Jacques Warren, CEO
MADRID & BARCELONA EXECUTIVE SEMINARS – NOVEMBER 2015
BEING DATA-DRIVEN
THE DAWN OF THE DATA ERA
Consumption
Credit Cards
Connected Objects
(IoT)
Mobile
Utilities/Govermen
t
Web Acitivites
Socia...
THE DATA-DRIVEN ORGANIZATION
DATA & OPINION
DATA & DECISION - HIPPOs
CLIENT DATA ASSETS
THE PURPOSE OF ANALYTICS
THE PURPOSE OF ANALYTICS
Business
Without
Analytics
Business
With
Analytics
Analytics Added Value
INPUT OUTPUTOFFER
2X 2X
1.2X1X ANALYTICS
A SIMPLE MODEL
THE CHALLENGE OF ANALYTICS
Analysts often get “So What?” faces
Noise Signal Decision
Data Insight Action
THE PURPOSE OF ANALYTICS
Source: Éric Nguyen, Banque
OBSERVE, DECIDE AND MOVE!
DRIVEN
Most Important Keyword
Move / Act / Decide!!
THE DATA-DRIVEN ORGANIZATION
“The way we do things around here”
Marvin Bower, Founder McKingsey & Company
A Question of Cu...
THE DATA-DRIVEN ORGANIZATION
Analytics is a BUSINESS
FUNCTION
Technolog
y
HR Processes
ANALYTICS GOVERNANCE
ANALYTICS GOVERNANCE
ANALYTICS GOVERNANCE
ANALYTICS GOVERNANCE
The
technological
obsession
ANALYTICS GOVERNANCE
ANALYTICS GOVERNANCE
ANALYTICS GOVERNANCE
CONFLICTING PERFORMANCE
SYSTEMS
“People behave the way they are
paid”
Dean Spitzer
“It is difficult to get a man to
unders...
CONFLICTING PERFORMANCE
SYSTEMS
Beware of lack of
focus
Beware of inertia
ANALYTICS AND ORGANIZATION RATIONALE
After all, why do
more than what is
necessary?
$60,000 in SM + No ROI =
YES
ANALYTICS AND ORGANIZATION RATIONALE
$80,000 in CRO + possible $1,4m ROI =
NO
Case #1: CMO
False numbers + Grant = YES
ANALYTICS AND ORGANIZATION RATIONALE
Better numbers + Uncertainty = NO
Case #2: Online Team
Current system + $1M/month-loss = YES
ANALYTICS AND ORGANIZATION RATIONALE
CRO + Maybe change booking syst. = NO
Case #3: ...
THE DATA-DRIVEN EVOLUTION
Signs that you’re getting there
- You verify and test more and more
hypotheses
- Data Analytics ...
WHY CARE AT ALL?
THE 1% CHALLENGE
WHAT IS OPTIMIZATION?
Measure everything you do,
THE OUTTER LIMITS
Measure everything you do, but
don’t do only what you
measure.
THE OUTTER LIMITS
Being Data Driven
Being Data Driven
Being Data Driven
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Being Data Driven

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Everybody talks about data, big data, and doing business using data. But the biggest challenge is to become a data-driven organization, which is much, much harder than managing terabytes of data. My 2 cents on the topic

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Being Data Driven

  1. 1. Jacques Warren, CEO MADRID & BARCELONA EXECUTIVE SEMINARS – NOVEMBER 2015 BEING DATA-DRIVEN
  2. 2. THE DAWN OF THE DATA ERA Consumption Credit Cards Connected Objects (IoT) Mobile Utilities/Govermen t Web Acitivites Social Media
  3. 3. THE DATA-DRIVEN ORGANIZATION
  4. 4. DATA & OPINION
  5. 5. DATA & DECISION - HIPPOs
  6. 6. CLIENT DATA ASSETS THE PURPOSE OF ANALYTICS
  7. 7. THE PURPOSE OF ANALYTICS Business Without Analytics Business With Analytics Analytics Added Value
  8. 8. INPUT OUTPUTOFFER 2X 2X 1.2X1X ANALYTICS A SIMPLE MODEL
  9. 9. THE CHALLENGE OF ANALYTICS Analysts often get “So What?” faces
  10. 10. Noise Signal Decision Data Insight Action THE PURPOSE OF ANALYTICS Source: Éric Nguyen, Banque
  11. 11. OBSERVE, DECIDE AND MOVE! DRIVEN Most Important Keyword Move / Act / Decide!!
  12. 12. THE DATA-DRIVEN ORGANIZATION “The way we do things around here” Marvin Bower, Founder McKingsey & Company A Question of Culture?
  13. 13. THE DATA-DRIVEN ORGANIZATION Analytics is a BUSINESS FUNCTION Technolog y HR Processes
  14. 14. ANALYTICS GOVERNANCE
  15. 15. ANALYTICS GOVERNANCE
  16. 16. ANALYTICS GOVERNANCE
  17. 17. ANALYTICS GOVERNANCE The technological obsession
  18. 18. ANALYTICS GOVERNANCE
  19. 19. ANALYTICS GOVERNANCE
  20. 20. ANALYTICS GOVERNANCE
  21. 21. CONFLICTING PERFORMANCE SYSTEMS “People behave the way they are paid” Dean Spitzer “It is difficult to get a man to understand something, when his salary depends upon his not understanding it!” Upton Sinclair
  22. 22. CONFLICTING PERFORMANCE SYSTEMS Beware of lack of focus Beware of inertia
  23. 23. ANALYTICS AND ORGANIZATION RATIONALE After all, why do more than what is necessary?
  24. 24. $60,000 in SM + No ROI = YES ANALYTICS AND ORGANIZATION RATIONALE $80,000 in CRO + possible $1,4m ROI = NO Case #1: CMO
  25. 25. False numbers + Grant = YES ANALYTICS AND ORGANIZATION RATIONALE Better numbers + Uncertainty = NO Case #2: Online Team
  26. 26. Current system + $1M/month-loss = YES ANALYTICS AND ORGANIZATION RATIONALE CRO + Maybe change booking syst. = NO Case #3: Online Manager
  27. 27. THE DATA-DRIVEN EVOLUTION Signs that you’re getting there - You verify and test more and more hypotheses - Data Analytics supports new discoveries and insights, not agendas.
  28. 28. WHY CARE AT ALL? THE 1% CHALLENGE
  29. 29. WHAT IS OPTIMIZATION?
  30. 30. Measure everything you do, THE OUTTER LIMITS
  31. 31. Measure everything you do, but don’t do only what you measure. THE OUTTER LIMITS

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