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.
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NIMBLE TRUMPS BIG
We need every advantage we can get
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“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
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IS BIG DATA REPLACING
INSIGHTS?
A deep understanding of customers
is critical to finding unmet needs,
but it’s difficult to scale.
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Solving for the next big thing is a
highly ambiguous problem.
PAST ≠ FUTURE
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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
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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
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WAZE HAS MORE, AND MORE CURRENT, INFORMTION
THAN ANY GOV’T AGENCY
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WHAT IF WAZE TELLS US:
People who avoid driving on highways are 5x
more likely to stop at bookstores during the day.
WHY?
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WE KNOW DATA CAN FUEL
DECISION ANALYTICS.
WHAT ROLE DOES IT PLAY IN
DISCOVERY ANALYTICS?
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Question is well framed:
Personalization
Forecasting
Optimization
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How can we use data to
find really profound,
powerful insights
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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
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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”
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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
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BIG DATA, DESPITE ITS THORNS,
OPENS UP PROMISING NEW
AVENUES TO EXPLORE.
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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
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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:
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C O N T E N T S
Tim Sutton
Global Head of Innovation
tims@clear-ideas.com
CLEAR NEW YORK
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