Big data driven decisions bnieme nyenrode

Twitter @Bnieme
#bddd - symposium
Welkom
1© 2013 - Insite Innovations and Properties B.V. (an Adversitement Group company).

…..
© 2013 - Insite Innovations and Properties B.V. (an Adversitement Group company). 2

Bob Nieme - @BNieme
•  Founder of
Adversitement, O2mc, Digital Power
•  Digitally active since 2000
•  CEO, CVO
•  Married with children (4)
•  Hockey, golf
•  Non reader – scanner
•  Passion keydriver to get results

I’m working in the region…

My prediction in 2011 – ‘DNT’

Our ecosystem
© 2012 - Insite Innovations and Properties B.V.
(an Adversitement group company). 6

Deloitte Fast 50 – MSG ‘12

Adversitement
Since 2001
European market leader
80 FTE
Web Analytics -> digital data
is our game
ADOBE, IBM, others

Agenda
•  Today’s challenges
•  Data is our new oil
•  Big Data a paradigm shift
•  Context of data
•  Create business value

#1. TODAY’S CHALLENGES

Today’s challenges
It was already predicted …!?

Biggest Headaches” #BD

You are a part of my
brand ‘13 You are my target ‘12
Customer Centric – “Selling”
Customer Centric – “Telling”

Hyper connected economy

Social Media… but Why..!

#2. DATA IS OUR NEW OIL

Data is our new oil
“Internet of things”

Data is our new oil
Slide
19
New Oil is already available as real time barrels

Data is our new oil
From crude Oil (commodity) to a refinery

Data is our new oil
From refinery to gasoline to mobility

Data is our new oil
“Do we have an understanding in the
context of oil?”
Let’s think in the opposite way;
How much of your capital should be
wasted if you only use oil for the
mobility of cars ?

#3. BIG DATA A PARADIGM SHIFT

Big Data a paradigm shift
Old instruments are not even close to solve our
BD challenges

In information technology, big data[1][2] is a
loosely-defined term used to describe data sets so
large and complex that they become awkward to
work with using on-hand database management
tools.
Difficulties include capture, storage,[3] search,
sharing, analysis,[4] and visualization. The trend to
larger data sets is due to the additional
information derivable from analysis of a single
large set of related data, as compared to separate
smaller sets with the same total amount of data,
allowing correlations to be found to "spot business
trends, prevent diseases, combat crime."[5]
Just more data ….. a V and a V and a V.. So what!

Big Data could be your fata morgana

The psychology behind a paradigm shift

#4. CONTEXT OF DATA

Context of Data
Manage 80% of #BD challenge - curiosity

Context of Data
Manage “idiots” store everything because they think it’s
cheap….

Context of Data
Need to be given context for our brains to understand
Facts and figures
?

Context of Data
A browser in a brand ecosystem

Context of Data
Brands need data for a display marketing ecosystem

Context of Data
Sorry …. nothing happens..!!

Context of Data
Brad Smith (Microsoft's General Counsel and Executive Vice-
President of Legal and Corporate Affairs) concluded his recent
talk at the Privacy Conference 2012 on privacy and technology
that “We can not have privacy if there is no transparency.”
Price Discrimination Among Buyers: Robinson-Patman
violations
A seller charging competing buyers different prices for the same
"commodity" or discriminating in the provision of
"allowances" — compensation for advertising and other
services — may be violating the Robinson-Patman Act.
The Center for Digital Democracy (CDD) today filed a
complaint with the Federal Trade Commission claiming that
Google's move to consolidate its dozens of privacy policies
violates an agreement the company reached with the FTC to
settle privacy complaints about the now defunct Google Buzz.

#5. CREATE BUSINESS VALUE

Create business value
Data is the commodity to create digital business value

… so what will happen if we spoil with our new oil?

It will effect your reputation …

… and its slick effect: more data

Only wisdom will bring you there

Every commodity needs to have an end result

Platform People Process
DATA
DRIVEN
DECISION
MAKING

Platform - “work in progress”

Visuals - Big Data needs new visualisation technology

Visuals - Big Data needs new visualisation technology
http://www.youtube.com/watch?v=_h7skcBmXS4

Visuals - Voice of community

Models - Marketing contribution models

Data “in motion” Data “at rest”
How to deal with data within the context of value

The US Federal Trade Commission calls on companies to “act now to make privacy the ‘default setting’ for
commercial data practices and give consumers greater control over the collection and use of their personal data
through simplified choices and increased transparency.”
Balance your value

Digital Transparency as a result of wisdom

53

Why
…?

We believe in
Digital
Transparency3

54

For
you
as
a
company!

1. Empowering pro-
active data driven
companies towards
digital business
excellence.

55

For
you
as
a
user!

2. Develop and
improve trusted
digital experiences for
internet users.

56

To
be
reliable
for
everyone!

3. Facilitate a secure
infrastructure and be
auditable by
regulators.

Create
business
value

57

Data
is
your
commodity
to
achieve
digital
business
excellence

•  Prices
–
comparaBve-‐
be
transparent

•  Quality
of
services
–
reviews
-‐
be
transparent

•  Social
Media
–
vulnerable
-‐
be
transparent

•  Business
partners
–
relaBonships
-‐
be
transparent

•  Knowledge
sharing
–
specialists
-‐
be
transparent

Create
business
value

Analysts

•  Need
data
to
build
reports

•  What
happened
yesterday

•  Responsive
on
quesBons

from
out
the
business

•  Data
“@
rest”
experts

•  Understand
today
-‐
are
lost

in
tomorrow

•  Results
is
business
rules,

workﬂow
management
and

processes

Data
ScienBsts

•  Common
sense
to

determine
opportuniBes

•  Will
have
impact
on

tomorrow

•  Pro-‐acBve
business

•  PredicBve
models

•  Don’t
care
for
today

focussed
on
future

•  Results
in
data-‐driven

decisioning

58

Pla[orm,
People
and
Process

An invite… to extend our eco system
•  We have real time text and dat
engines, call to co-create applications
•  We have Big Data educational content
and trainers – let’s educate
•  We have research availability
•  Many and divers opportunities within
our data science initiative and
opportunities

Questions?
@Bnieme
Thx fr yr ttntn

Big data driven decisions bnieme nyenrode

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