From 'I think' to 'I know'

www.AbsolutData.com

From “I Think” to “I Know” Institutionalizing Big Data Analytics

Agenda

Speaker Introduction

AbsolutData - Overview

The Presentation

2

Bio

3

CEO & Co-Founder, AbsolutData Worked with McKinsey & Co.

PhD and M.S. in Marketing from Cornell University

Published articles in leading journals such as McKinsey Quarterly, Marketing Science, Journal of Marketing Research, and International Journal of Marketing

Invited speaker at conferences and premier business schools such as Cornell, Columbia, Dartmouth, NYU, and Yale

ANIL KAUL

Agenda



The Presentation

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Big Data and Analytics services provider

Founded in 2001

400+ Professionals

HQ’ed in San Francisco; Offices in London, New Delhi, Dubai, and Singapore

Backed by $20 million investment from Fidelity Growth Partners

AbsolutData Overview

5

Service Offerings

Customer &

Marketing Analytics

Data Visualization

& Reporting

Market Research

Big DataAnalytics

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Agenda



The Presentation

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What Is Big Data?

Generating, Storing, Processing, Analyzing data that was previously ignored due to technological limitations

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Why Institutionalize Big Data Analytics?

Information & insight advantage is the new way to win

Jun-04 Jun-05 Jun-06 Jun-07 Jun-08 Jun-09 Jun-10 Jun-11 Jun-120%

50%

100%

150%

200%

250%

300%

350%

400%

450%Analytics Shakers S&P 500

Analytics Shakers* vs. S&P 500

* Based on Analysis of 31 companies with advanced analytical capabilities across BFSI, Telecom, Hi-Tech, CPG, Retail, E-Commerce, Pharma, Industrial Products, Logistics and Media/Entertainment sectorsSource: Web search, AbsolutData Analysis

Companies that invested heavily in advanced analytical capabilities outperformed the S&P 500 and recovered quicker from economic downturns

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Benefits Of Institutionalizing Big Data Analytics

Scope of Analytics

Analytics is implemented piecemeal across business units

Analytics coverage across all strategic functions & business units like Marketing, Finance, Recruitment, Supply Chain, Operations, Call Centres, Products etc.

Strategic Alignment

Localized analytics with no real strategic alignment

Embed analytics in the decision making fibre of the organization

Strong governance & change management

Source: AbsolutData Analysis

Today Institutionalized Analytics

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Benefits Of Institutionalizing Big Data Analytics

Source: AbsolutData Analysis

Business Impact

Limited ROI uplift Limited understanding in how

to utilize data for business decision making & impact

Strong commercial & business impact focus

Demonstrated capability in delivering high Return on Analytics Investment

Efficiency & Effectiveness

Low efficiency due to high localization

Low effectiveness due to lack of highly skilled domain + analytics experts

Cost effective with an engagement model to suit your needs (Onshore/Offshore/ hybrid)

Highly skilled workforce with a combination of analytics & industry expertise

Today Institutionalized Analytics

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What Does Institutionalizing Big Data Analytics Mean?

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Analytics Trigger New/Different Actions Across The Organization Long-Term Strategic Decisions Day-to-Day Operational

Decisions

Analytics are used by majority of decision makers Senior Levels Mid and Junior Levels

Analytics are used in a timely manner Before the decision is made not

after Accelerate Time-To-Answer

Analytics provide a complete view of the business

Comprehensive Integrated

Two Ways Big Data Is Used To Drive Actions

Big Data Information

InsightsUnderstanding

Enabled Intuition Actions

Big Data Information

InsightsActions

Enabling Direct Business Actions

Enabling Managerial Decision Making

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How to Institutionalize Big Data Analytics?

Easy Question – Difficultand Long Answer

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15

Building Blocks Of Institutionalizing Analytics

DataCustomer + Product + Transaction Data Mobile Data Primary and 3rd party

data

A

Technology Data Loading & Transformation Data Storage Tools &

TechniquesData / Insights Dissemination

B

People Capabilities People Model Training

E

Products Customer Analytics

Social Media Analytics

MIS + Ad-hoc Reporting

Market Research

D

Marketing Effectiveness

Data VisualizationWeb Analytics

Partnerships

People: Training Partners

Data: Demographics Industry Data

Technology: Big Data Tools

F

Method-ologies

Diagnostic framework

Analytics framework

Quality

G

Governance Program Management

Change Management

Knowledge Management

H

Engagement Model

FunctionsFinance Marketing SalesOperations

C

HR Products Supply ChainStrategy

Source: AbsolutData Insights Hub

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Case Study

Global Food

Multinational with

presence in more than

80 countries

Analytics well

entrenched in the US but

not outside of the US

Competition and Cost

Pressure driving need for

analytics

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Challenges Institutionalizing Big Data Analytics

PEOPLE

PROCESS

DATA

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People Challenges

Strong belief in gut instincts

Pre-assumption of analytics as “statistics; far from business reality”

Lack of understanding of the results & implications; can’t apply…

AbsolutData Response

Confidence Building in the Power of Analytics

Definition of project team; key roles

On-job training of process, with clear view of expected output

Engagement of teams at key milestones

collect inputs vs. give updates

Working with Business Teams as partners in the application of results that drive business impact

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Challenges & Response

Process Challenges

Limited budget and high expense

Complex, “black box “solutions

Standard, off the Shelf Solutions

Lack of standardized metrics for

comparisons


Adaptable, Practical & Affordable Solutions

Transparency of process, tool & techniques.

“Learn & Teach” not “Teach & Learn ”

Customizing of solution: “No two countries are same & no two brands are same”

Innovative, cost effective Excel and/or web-based tools that evolve with users

Standard Global Benchmark database to capture key outputs

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Data Challenges

Unstructured Capture &

Measurement of data

Imperfect & missing data

Lack of Faith in data

Constantly Changing Environment,

Dynamic Markets


Building of Data & Causal factors

Alignment of different data streams (Shipment / Retail Audit/ etc.) to arrive at best representation of “Market Reality”

Break down of Aggregate data into weighted weekly data

Discussion-led creation of data flags to capture events and key spending time-periods

Creative application of surrogate variables

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Other Learnings

Support from Corporate/Regional managers is critical

Work sessions with simulation tools engage all players and lead to effective and efficient decision making

Flexible working arrangements support region and country needs - Onsite , Offshore & Hybrid engagement models

Ongoing dialogue leads to fast turnaround on projects andaccelerates forward movement

Ownership, learning and decision making Weekly meetings to check in and review priorities,

timelines, next steps

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Key Changes Lead To Higher Quality Deliverables

Dedicated ongoing teams : Senior Delivery Manager Internal team alignment towards building a regional focus

Scaling up of Management and Delivery Teams Increase in Delivery Team size Ad hoc resources available for ad hoc needs

Creation of a Process Book: A detailed user guide-line with extensive details/checklist across every stage of the project

Implementation of “Know your Brand/Category” initiative – Developing overviews on brands before project kick-start call

Development of client focused Feedback Form for ongoing project improvement

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How Did Our Client Gain?

In 2012

Top-line/bottom-line impact due to our projects – Increase in revenue by $50 MM in just 5 countries

Large-scale strategic business decisions based on our presentations to the Board / CXO level executives

More than 20% increase in client’s internal analytics team size

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Achievements

“Biggest Growth Impact” Award in 2011

Two 2012 Amazing Analytics Awards

Success Stories:

Identified opportunities to grow margin by $50 Million without any additional investment”

- Central Insights Director, Global

We finally ended up at +1.1% vs. previous year!

- Marketing Director, Poland

AbsolutData has won numerous Client awards, including:

‘the richest analysis I have ever seen at our company ’, Director, Analytics & Foresights Western Europe

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Final Question

Has your Organization Institutionalized Big Data Analytics?

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If you need help with Analytics or Research, please write to us:[email protected]@[email protected]

For Media related queries [email protected]

For all other queries [email protected]

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San Francisco Headquarters,1320 Harbor Bay Parkway,Suite 175, Alameda, CA 94502

Phone : +1.510.748.9922Fax : +1.510.217.2387

HEAD OFFICE

314 Marble Arch Tower,55 Bryanston Street,London W1H 7AA

Phone : + 44 207 868 2240

UK OFFICE

DLF Cyber City SEZ,Building#14, 4th Floor, Tower B,DLF Phase-III, Sector 24 & 25A, Gurgaon-122002,

Phone: +91.124.4953.400

INDIA OFFICE

AbsolutData AnalyticsMiddle East JLTOffice 1604, Tower BB1Mazaya Business AvenueJumeirah Lake Towers

Phone: +97150-1577257

DUBAI OFFICE

mailto:[email protected]





From 'I think' to 'I know'

Business

Transcript of From 'I think' to 'I know'