10 years of hard learned analytics wisdom in 20 minutes

•

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eMetrics Tour 2013 - sharing concepts and lessons learned about developing and growing a data-driven culture and the importance of digital analytics within the organization.

Business

@SHamelCP
CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

ANALYTICS
THE SCIENCE OF ANALYSIS

HOW AN ORGANIZATION ARRIVES AT AN
OPTIMAL AND REALISTIC
DECISION
INFORMED BY
DATA.
CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

ANALYSIS
THE PROCESS OF
BREAKING A COMPLEX
TOPIC INTO SMALLER
PARTS TO GAIN A BETTER
UNDERSTANDING
OF IT.

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

ANALYTICS = Context +
Data +
Creativity

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

MOST COMMON
MARKETING
STRATEGY…

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

MOST COMMON
MEASUREMENT
STRATEGY…

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

TO
UNDERSTAND
DATA YOU MUST
ENGAGE
IN THE WORLD

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

Data is the raw material of our craft.

Photo credit: BRAD J. GOLDBERG, bradjgoldberg.com

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

Anyone can make the
simple complicated.

CREATIVITY
IS MAKING THE
COMPLICATED

SIMPLE
Charles Mingus
American jazzman

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

ATTENTION TO DETAILS &
CREATIVITY IN A CONTINOUS
IMPROVEMENT PROCESS.

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

DIGITAL ANALYTICS MATURITY

If you lack a disciplined, explicitly
defined analytics processes,
accountabilities and scope,
you simply can’t extract the
value from your analytics
investments.

Immaturity reflected by ad-hoc
and non-holistic approach to
leveraging data-driven
decision making.

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

Key Areas
Management, G
overnance, Ado
ption
5
4
Tools, Technolo
3
gy & Data Objectives
Integration 2
1
0
Continuous
Improvement
Scope
Process &
Methodology

Team &
Expertise

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

PROCESS
SETS
STRATEGY
FREE

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

Photo credit: Ray Ong

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

DOOMSDAY
DIDN’T
HAPPEN
CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

FUTURE

RISK
THE WILL
BE INVENTED THROUGH

INFORMED

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

FAILURE DOESN’T MEAN THE
GAME IS
OVER,
IT MEANS TRY AGAIN WITH

EXPERIENCE
CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

Q) If you lost it all - what would be the first
thing you would do to try and rebuild
your success?

A) You have to DEFINE
what SUCCESS is.

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

SHARING
KNOWLEDGE
STRENGTHEN
YOUR OWN

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

TRAPPED
IN THE
INFINITE
LOOP OF
LEARNING

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

bit.ly/oamm

CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

Stéphane Hamel
Director of Strategic Services Quebec City, QC, Canada
Stephane Hamel
shamel@cardinalpath.com @SHamelCP
Tel: 418-454-2637 www.CardinalPath.com

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Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

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10 years of hard learned analytics wisdom in 20 minutes

11. DIGITAL ANALYTICS MATURITY If you lack a disciplined, explicitly defined analytics processes, accountabilities and scope, you simply can’t extract the value from your analytics investments. Immaturity reflected by ad-hoc and non-holistic approach to leveraging data-driven decision making. CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

12. Key Areas Management, G overnance, Ado ption 5 4 Tools, Technolo 3 gy & Data Objectives Integration 2 1 0 Continuous Improvement Scope Process & Methodology Team & Expertise CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

18. Q) If you lost it all - what would be the first thing you would do to try and rebuild your success? A) You have to DEFINE what SUCCESS is. CardinalPath.com @SHamelCP ©2013 Cardinal Path, LLC, All Rights Reserved.

22. Stéphane Hamel Director of Strategic Services Quebec City, QC, Canada Stephane Hamel shamel@cardinalpath.com @SHamelCP Tel: 418-454-2637 www.CardinalPath.com

Editor's Notes

Define analytics
You claim to be “analysts”, right?Don’t you think business optimization is much more complex than your own job?How can you expect to optimize business processes if you can’t even optimize your own job and keep complaining “it’s hard?”How can you build trust & confidence from management?
We can complain… or be creative and do something about it! Make our job simpler!
Successful organizations show attention to details (fix them, make them just slightly better) and are creative in their approach. And to do so, you essentially have 3 colors: people, process and technology. It’s only trough the right blend that you’ll be able to achieve success.Too often, web analytics only looks at “technology”You can’t optimize 1 thing by a 1000% but you can optimize 1000 things by 1%
I decided to do something about it – and it’s been two years since I started to look at what/why are some organizations successful at web analytics while so many others fail.We need to understand how we can go from ad hob, where everything we do is new and unknown, to a much more disciplined and mature approach to analytics.
http://www.flickr.com/photos/lemongraphic/6771016343/in/photostream
No salvation withoutThe webCRMSecond LifeFacebookMobileTwitterPinterest… a goal
Setting the table – whyisitthatsomanycompaniesfail and a few outperform?What are the drivers of success?
http://blog.linkedin.com/2013/01/07/richard-bransons-secrets-to-success/
http://www.kaushik.net/avinash/brand-measurement-analytics-metrics-branding-campaigns/

10 years of hard learned analytics wisdom in 20 minutes

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Editor's Notes