Data to Insight to Action: How Analytics can drive High Performance High performers are five times more likely to aggressively use information and analytics to improve decision making and business performance than lower performers Companies that invest heavily in advanced analytical capabilities outperform the S&P 500 on average by 64% Companies that invest heavily in developing analytical skills and adopting an analytical mindset recover quicker from economic downturns

1. Data to Insight to Action
How Analytics can drive High Performance
Christelle Goblet
Belux Marketing & Analytics Lead
@cgoblet

2. Analytics is a key source of
competitive advantage

3. Analytics is a key ingredient of High Performance
250% Analytical Shakers
• High performers are five times more
S&P 500 Index likely to aggressively use
220%
information and analytics to
190% improve decision making and
160% business performance than lower
130%
performers
100% • Companies that invest heavily in
70%
advanced analytical capabilities
Source: Accenture research outperform the S&P 500 on average
40%
by 64%
2002 2003 2004 2005 2006 2007 2008 2009
• Companies that invest heavily in
developing analytical skills and
adopting an analytical mindset recover
quicker from economic downturns
Copyright © 2012 Accenture All rights reserved. 3

4. New data sources and technologies make the
Analytics opportunity bigger
New data sources are available for … whereas new technologies extend
virtually every industry… the boundaries of possible applications
Utilities Health & Lifesciences
Commodity priced storage and
computation
Communications Retail Network speed
Cloud architectures
Financial Services Public Services Open source and big data
technologies
New approach to unstructured
data analysis
Copyright © 2012 Accenture All rights reserved. 4

5. However, for most companies, data remains an
underused and underappreciated asset
companies having invested in reporting and
8 of 10 business intelligence technology solutions are
not achieving the desired goals
of those companies have not achieved their
90% anticipated return on investments for these
technology solutions
of U.S. companies surveyed acknowledge that
65% they need to improve their analytical
capabilities
Source : Accenture research, based on a survey of more than 600 C-level and other
Copyright © 2012 Accenture All rights reserved. senior executives of large companies in the U.S. and U.K. 5

6. What prevent those companies to
unlock the value of Analytics?

7. “Not everything that can be
counted counts, and not
everything that counts can be
counted”
Albert Einstein
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8. Wrong metrics or too many metrics
Sport has been leading the way on analytics for many years. Leveraging
data is simply “part of the game” and often a minimum to remain
competitive.
They are now showing the way to ensure the right metrics are being
selected and integrated in the decision process to generate actual
business outcomes
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9. Inability to validate insights
Data analysis usually generates many possible insights,
some more useful than others. A critical review of the
statistical analysis through the filter of management
experience is what makes the difference
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10. Slow & hesitant execution
One attribute shared by high-
performing companies is the
speed with which managers make
decisions
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11. Cultural resistance
40%
of business decisions are still made
based on judgement alone
"In God we trust. All
others must bring data.”
– W. Edwards Deming
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12. How high performing companies do it
Although the development of analytical capabilities and capacity is
obviously important, a focus on data, methods and technology alone will
not magically deliver the insights needed for competitive edge.
Tools & People, Leadership
Process
Technology & Organization
Data Methods Decisions Outcomes
• Access to and extraction of data • Insights driving processes and
• Moving from data to insight actions to impact results
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13. When they improve on this journey, they can grasp
the value of more and more sophisticated analytics
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14. Some innovative examples from
across industries

15. Artificial Intelligence in a Natural Language
Financial Services
How to bring relevant messages to your customers while supporting your relationship
managers to work more efficiently
client meeting
Effective
preparation, contextualizing offers
Via workstation
in the client situation
Ready to send client meeting
summary, respecting compliance
restrictions
Tablet PC Paper based
or email
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16. Mobile Marketing Use Case in Retail
How do I interact with my connected customers to maximize cross sell opportunities?
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17. Final thoughts

18. Data
Evaluate the opportunity offered by new data sources
Insight
Focus on the right metrics
Action
Create a favorable culture and processes
Copyright © 2012 Accenture All rights reserved. 18

19. Thank you
Let’s stay connected
christelle.goblet@accenture.com
@cgoblet
www.accenture.com/analytics
@accenturebelux
@ispeakanalytics
Copyright © 2012 Accenture All rights reserved. 19