Information and insight are fungible commodities. You are facing a deluge of data while the time available to understand and leverage it is plummeting.There is a huge pressure to deliver actionable insights fast, because decision makers need to act and have no time and very limited bandwidth for details. No one has time to read, assimilate, and act on long reports. We have seen research timelines move from 14 weeks to 8 weeks to 1 week. And speaking of reports, we have moved from 200 page word reports to 200 slide reports to 12 slide reports. We need extremely targeted insights delivered in extremely short timelines. So the question is: how do you get faster, more actionable, insights? We tell you how we built an ecosystem that is optimized to capture and deliver high impact insights very quickly. In this ecosystem, timeliness is an integral part of insights because they are only useful if received within a narrow range of times. In order to deliver insights that are actionable and timely, you must optimize the system, process, and delivery vehicle for the critical insights needed for decision making. This is like a Next Gen version of Just in Time manufacturing process, only it is for information and insights. http://www.skimgroup.com/skim-and-att-at-foci-2014

1. Creating,
Curating, &
Socializing
Insights
in a Time Compressed
World
Brooke Shafer
@SKIMgroup Mike Mabey

2. 1st
phone
Touch
phone
Rotary
phone
Internet
Rapid
Innovation
PhaseTelephone
Technology
Network
Technology
Fax
WWW
1876 201420072003196319421919 1969

3. 2013 Advertising CampaignsJan Dec
With Rapid Innovation,
Comes Rapid Communication

4. Our most
precious
commodity
TIME

5. No one has time.
Hyper-
competitive
world
Fast changing
Extremely
targeted
insights
Extremely
short timelines

6. An optimized
ecosystem with
the explicit end
goal to deliver
decision-making
insights
HOW?

7. It isn’t about
conducting
research

8. It is an
insights ecosystem
CREATING CURATING SOCIALIZING

9. Getting
awareness, buy
in, support and
action for specific
insights
Bringing order,
clarity, and
context to the
insights
Optimize teams,
processes
needed and NOT
needed to deliver
insights
CREATING CURATING SOCIALIZING

10. Case study
The Kids
Campaign

11. Creating
The
Team
A seamless
team of experts
Ad
agency
Media
agency
AT&T
Advertising
AT&T
Marketing
Retail
stores
SKIM

12. Creating
Think ‘Lean’
Seamless
Transparent

13. Creating
Standardize
Templates
are your
friend
Eliminate
Standardize
Trust your
partners

14. Curating
Know what
decision
makers
DON’T need
or want
Curating
is identifying
WHAT should
be delivered
and HOW
it should be
delivered to
inspire

15. Socializing
No
Surprises!
Know HOW
so decision makers
can
to deliver insights
ACT

16. Seven
key insights
Demands
for more
actionable
insights
The need
for speed
is intense
Know what
decision
makers
DON’T
need
Know HOW
to deliver
insights
It’s about
INSIGHTS
The right
team is
critical
Don’t be
afraid to
innovate

17. Four
learnings
from fast turn
research
Fast,
Reliable,
and Fun
work
Humor is
expected
Don’t
make it
complicated
Keep the
message
relevant

19. Thank you
Brooke Shafer – AT&T Mobility
Mike Mabey – SKIM
m.mabey@skimgroup.com