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Can big data find the next big thing?

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Seduced by the allure of big data and analytics, many companies are overlooking the true power of integrating deep human understanding to drive transformational action. This short presentation shows how companies that combine leading edge analytics with deep customer understanding will be able to unlock significant competitive advantage.

Publié dans : Données & analyses, Marketing
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Can big data find the next big thing?

  1. 1 CAN BIG DATA FIND THE NEXT BIG THING? Tim Sutton Global Head of Innovation October 2014
  2. 2 HOW MUCH DATA WOULD 40 OF US GENERATE IN 40 MINUTES?
  3. 7.125 BILLION HUMANS SOURCE World Bank 3
  4. 4 1 BILLION GIGABYES PER DAY 7.125 BILLION HUMANS SOURCE: http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html
  5. WE’RE GENERATING 560 MB PER PERSON PER DAY* 5 *NOTE: In developed countries
  6. NASA NEEDED 6 MB TO PUT A MAN ON THE MOON SOURCE: http://www.computerweekly.com/feature/Apollo-11-The-computers-that-put-man-on-the-moon 6
  7. 7 IN 40 MINUTES, WE’LL GENERATE 2,105 NOVELS WORTH OF DATA
  8. 8 THAT IS A STACK OF BOOKS 23 STORIES HIGH
  9. 9 “THE WORLD IS MAKING A DIGITAL COPY OF ITSELF” PAUL SONDEREGGER, FORBES 9/9/2013
  10. 10 ? HOW CAN WE USE THIS MASSIVE, RAW RESOURCE FOR INNOVATION?
  11. 11 WHAT IS THE BIGGEST PROBLEM WE’RE SEEING IN INNOVATION TODAY?
  12. 12 THE FALL OF BARRIERS TO ENTRY
  13. 13 CONSUMERS ARE LOYAL CONSUMERS SEEK NOVELTY
  14. 14 LIMITED ACCESS TO PRODUCTION ALIBABA AND CONTRACT PRODUCERS
  15. 15 4,000 SKUS IN STORE 40,000 SKUS IN STORE
  16. 16 SUPER BOWL ADS SOCIAL MEDIA
  17. 17 THE NEXT BIG IDEA CAN COME FROM ANYWHERE
  18. 18 18 NIMBLE TRUMPS BIG We need every advantage we can get
  19. 19 “BIG DATA CAN GENERATE INSIGHTS THAT RESEARCHERS DIDN’T EVEN THINK TO SEEK.” BIG DATA: SEIZING OPPORTUNITIES, PRESERVING VALUES EXECUTIVE OFFICE OF THE PRESIDENT (MAY 2014) “SIZE IN ITSELF DOESN'T MATTER – WHAT MATTERS IS HAVING THE DATA TO SOLVE OUR PROBLEM.” RUFUS POLLOCK FOUNDER AND CO-DIRECTOR OF THE OPEN KNOWLEDGE FOUNDATION “BIG DATA IS A VAGUE TERM, OFTEN THROWN AROUND BY PEOPLE WITH SOMETHING TO SELL.” TIM HARFORD FINANCIAL TIMES, MARCH 28, 2014 “DATA IS THE NEW BASIS OF COMPETITIVE ADVANTAGE.” IBM “BIG DATA IS THE NEW OIL. THOSE THAT ARE ABLE TO MINE THIS RESOURCE WILL HAVE AN ENORMOUS ADVANTAGE OVER THOSE THAT DON’T.” PUGH RESEARCH, THE FUTURE OF BIG DATA “ALL DATA MODELS ARE WRONG, BUT SOME ARE USEFUL.” GEORGE BOX
  20. 20 SHINY OBJECT? GOLD MINE?
  21. SOURCE: Google Trends 21
  22. SOURCE: Google Trends 22
  23. 23 IS BIG DATA REPLACING INSIGHTS? A deep understanding of customers is critical to finding unmet needs, but it’s difficult to scale.
  24. 24 Solving for the next big thing is a highly ambiguous problem. PAST ≠ FUTURE
  25. 25 CAN WE DO THIS WITHOUT BIG DATA? CAN WE DO THIS WITH DATA ALONE?
  26. BIG DATA = GOBS OF UNTAMED CUSTOMER INFORMATION It’s data exhaust of credit cards, web searches, and mobile pings, etc., that we’re unconsciously emitting daily 26
  27. 27 EXAMPLE: WAZE What could they know? • Where congestion tends to happen • Actual average speeds on every road in America • Where construction is being done • Where police are and when • How fast I drive • Where I am right now • Places I like to go • How well I follow directions • Where I work • If I have children • … What do the give me in exchange for this: • Directions • Traffic • Share my ETA
  28. 28 WAZE HAS MORE, AND MORE CURRENT, INFORMTION THAN ANY GOV’T AGENCY
  29. 29 WHAT IF WAZE TELLS US: People who avoid driving on highways are 5x more likely to stop at bookstores during the day. WHY?
  30. 30 WE KNOW DATA CAN FUEL DECISION ANALYTICS. WHAT ROLE DOES IT PLAY IN DISCOVERY ANALYTICS?
  31. 31 Question is well framed: Personalization Forecasting Optimization
  32. 32 How can we use data to find really profound, powerful insights
  33. 33 HOW BIG IS AN INSIGHT?
  34. 34 A POWERFUL INSIGHT IS ONE PARAGRAPH, OR LESS THAN 1 KILOBYTE
  35. 35 SIGNAL NOISE
  36. 36 Deep understanding of customers tells you where to start looking Find hidden trends and unexpected behaviors that are correlated Flesh out new territories with “Small Data” DISCOVERY ANALYTICS: WHAT WE DO KNOW
  37. 37 DISCOVERY ANALYTICS: WHAT WE DO KNOW NOT USING DATA OVER-RELIANCE ON DATA LIKELIHOOD TO FIND A BIG IDEA INFORMED INSPIRATION WHAT + WHY “WHY” “WHAT”
  38. 38 CLEAR DISCOVERY ANALYTICS MODEL EXPLORE AGGREGATE QUERY COLLABORATE EXPLAIN EXPOSE EXPRESS PATTERNS OF INTEREST BEHAVIOR/ BELIEF DISSONANCE ACTIONABLE INSIGHT CUSTOMER IMMERSION
  39. 39 CLEAR DISCOVERY ANALYTICS MODEL EXPLORE AGGREGATE QUERY COLLABORATE EXPOSE PATTERNS OF INTEREST BEHAVIOR/ BELIEF DISSONANCE EXPLAIN EXPRESS CUSTOMER IMMERSION ACTIONABLE INSIGHT UNTAMED DATA HUMAN UNDERSTANDING
  40. 40 UNTAMED DATA + HUMAN UNDERSTANDING = X-RAY VISION
  41. 41 EXAMPLE: CLUSTERING 200 Million Records: • What they search • What they bought • Where they go • Who they connect with • What they watch • What they listen to • What they read • Data from their apps • Images they upload WHAT People who go to church are 3x more likely to use fast food coupons IDEA: Can we create a Sunday menu of shareable meals WHY Fast food an easy, affordable way to continue the sense of community. Deep Customer Understanding • Unmet needs • Motivations • Ambitions • Compensatory Behaviors • Attitudes
  42. 42 BIG DATA, DESPITE ITS THORNS, OPENS UP PROMISING NEW AVENUES TO EXPLORE.
  43. 43 Based across 3 continents Part of the global network W E A R E A G L O B A L G R O W T H S T R AT E G Y C O N S U LTA N C Y We are 80 strong
  44. 44 UNLOCKING “Help us leverage a new capability for maximum return.” RE-IMAGINING “Help us see the future of our industry & what that means for us.” STRETCHING “Help us identify where & how to stretch our brand into new categories.” DISRUPTING “Help us unlock a specific growth opportunity with game changing ideas.” WE HELP CLIENTS GROW BY:
  45. 45 C O N T E N T S Tim Sutton Global Head of Innovation tims@clear-ideas.com CLEAR NEW YORK 270 Lafayette Street Suite 505 New York, NY 10012 United States +1.212.361.0014 CLEAR LONDON Golden House 30 Great Pulteney Street W1F 9NN United Kingdom +44 (0)20 3735 1800 CLEAR SINGAPORE #05-10 Infinite Studios 21 Media Circle Singapore, 138562 +65 6697 0246

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