Chief Data & Analytics Week, Europe - Stéphane Pere, The Economist
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Transcript of Chief Data & Analytics Week, Europe - Stéphane Pere, The Economist
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@stephanepere
BRINGING TOGETHER
BI, DATA SCIENCE AND MARKETING
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Mission
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BUILD THE CAPABILITY TO
UNDERSTAND, REACH AND ENGAGE
OUR TARGET CUSTOMERS
AT SCALE
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What does it
take ?
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FROM RESOURCES TO BUSINESS
IMPACT 5
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Let’s break
it down
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OUR IDEAL SUPPORTING CAPABILITIES
TURNING CUSTOMER DATA INTO INSIGHTS AND ACTIONS
INS
IGH
TS
DA
TA
AC
TIV
AT
ION
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The need for
UNIFICATION
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CONNECT & OPTIMIZE DATA SOURCES
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WE DEVELOPED A SCALABLE &
FUTURE PROOF INSIGHTS PLATFORM
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CONNECT & OPTIMIZE DATA SOURCES
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OUR SINGLE CUSTOMER VIEW
A CLOUD BASED INSIGHTS CAPABILITY
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MAPPING ENGAGEMENT & RETENTION
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ADVERTISING KPI’S AND BENCHMARKS
FOR CLIENTS
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BRING TALENTS TOGETHER
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IDENTIFY AND EMPOWER DATA CHAMPIONS IN
EACH KEY BUSINESS AREAS
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STEER CROSS-FUNCTIONAL TEAMS
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HUB AND SPOKE MODEL
18
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3 TEAMS TO SUPPORT DATA19
INSIGHTS DATA ACTIVATION PLATFORMS
UNDERSTAND
Insights for decision making
REACH & ENGAGE
Leverage data for marketing,
advertising and customer journeys
PLATFORMS
Technology enablement
Data Analysts, Data Scientists
Dashboard Dev,
KPIs, Dashboards,
Analysis, Recommendations
Data Science
Qlikview, Looker
Campaign selection
ID match
Audience breadth &
depth
Synergies with
marketing technology
stack
Customer database,
DMP
Data ingestion,
Integration with 3rd party systems,
Data processing/ETL
Data quality
Analytics implementation
Architecture & delivery
Cloud based SCV, BI DW
Adobe, Snowplow
,
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20
STREAM LINE DATA APPLICATIONS
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STREAMLINE INSIGHTS 21
FROM 2 INSIGHTS PLATFORMS
WITH SEPERATE WORKFLOWS
REVEAL
Amazon
redshift
and S3
Looker
BI
CDW
Qlikview
TO A DISTRIBUTED ECOCYSTEM
Processing / ETL
STORAGE
QUERY
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connect the insights & data
activation capabilities
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CLOSE THE LOOP BETWEEN
INSIGHTS AND DATA ACTIVATION
INSIGHTS
DATA
ACTIVATION
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EXPLORE
NEW BUSINESS APPLICATIONS