DISRUPT YOUR MINDSET TO WORK WITH BIG DATA

TransformyourBusinesswithBigData
–ButmindyourMindset!
Per Østergaard Jacobsen
ENTER2018
Digital tourism:
engagement, content, and networks
”Everybody wants to develop,
not change”
- Søren Kirkegaard

© Per Østergaard Jacobsen - ENTER2018
MIND YOUR MINDSET - www.yourbigdatamindset.com
2
Where is the f…… App?

3
A philosophical opening…
BIG DATA is like teenage sex:
everyone talks about it, nobody really knows how
to do it, everyone thinks everyone else is doing it,
so everyone claims they are doing it...
Professor Dan Ariely, Duke University

4
Big Data – 4 steps
Kilde Disrupt your Mindset to transform your Business with Big Data - Rydén. Ringberg og Jacobsen, 2017

© Ringberg & Jacobsen
5
Our BIG DATA dogma:
Viewpoint x Volume x Variety x Velocity x Veracity x Validity x Visuality x Volatility = Value
BIG DATA creates mutual value for
citizen/customer and community/business
5

6
Volume Variety
V9 BIG DATA model: V1-3
Viewpoint
Promote
& Sell
Listen
& Learn
Connect &
collaborate
Empower
& Engage
1 2 3

7
Velocity Veracity
The reliability (biases, noise, abnormality) of the data. Given
that structured and unstructured data is coming from
increasingly different sources that are prone to include typos
and funny abbreviations (e.g., tweets, hashtags, colloquial
language), the question of reliability becomes pertinent.
A struggle to cleanse the data to make it more reliable and
useful.
Validity
V9 BIG DATA mode: V4-6
4 5 6
House hold grocery data?

8
Volatility
The extent to which data can be kept and used.
Data is becoming increasingly sensitive and needs to be
protected from exposure by hackers.
Many organizations regard data as free, but not likely to be so
after the new EU law regarding personal data privacy in 2018.
This law will require organizations to seek permission each and
every time they use personal data if such use differs in
purpose from what the customer initially authorized
permission.
V9 BIG DATA model: V7-9
Visuality
7
Value
98

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Big Data dogma – V9 model overview
Big data implies
enormous and
exponentially
growing volumes of
data. It used to be
employees, who
created data.
Now that data also
is generated by
machines, networks,
and human
interaction on
platforms like social
media, the volume
of data to be
analyzed is massive.
Variety refers to the
many sources and
types of data both
structured and
unstructured. We used
to store data from
sources like
spreadsheets and
databases.
Now data comes in the
form of emails,
photos, videos,
monitoring devices,
PDFs, audio, etc. This
variety of unstructured
data creates problems
for storage, mining,
and analyzing data.
Big Data Velocity is
the pace at which
data flows in from
sources like business
processes, machines,
networks and human
interaction with things
like social media sites,
mobile devices, etc.
The flow of data is
massive and
continuous. This real-
time data helps
researchers and
businesses make
decisions that provide
competitive
advantage and ROI if
you are able to handle
the velocity.
Veracity refers to the
truthfulness of the
data. Is the data that
is being stored and
mined meaningful to
the problem being
analyzed?
In scoping out your
big data strategy
your team and
partners must work
to help keep your
data clean and
reduce biases, noise
and abnormality in
data.
Validity concerns
whether the data is
correct and accurate
for the intended
use.
Valid data is key for
managers to trust
the data and for
making the right
decisions. Every
third manager
doubts data on
which decisions are
made.
Visualization helps
managers to make
sense of Big Data.
Dashboards provide
a quick and relevant
visual overview for
making decisions.
To manage Visuality
you must ask: In
what form and to
whom are data
communicated? In
what format?
Big data Volatility
refers to how long is
data valid and how
long should it be
stored.
In this world of real-
time data you need
to determine at
what point is data
no longer relevant
to the current
analysis and when it
should be
eliminated due to
data protection
concerns.
Promote & Sell Listen & Learn Connect & Collaborate Empower & Engage
2. Volume 3. Variety 4. Velocity 5.Veracity 6.Validity 7.Visuality 8.Volatility
9.Value (Mutual)
Source: Disrupt your Mindset to transform your Business with Big Data - Rydén. Ringberg og Jacobsen, 2017
1. Viewpoints

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Interaction B - to - C B- from - C B – with - C B - for - C
Strategy Promote & Sell Listen & Learn Connect & Collaborate Empower & Engage
Customer approach Passive Active Proactive Interactive
Business approach Bombardment Retainment Engagement Empowerment
Value Attention Intelligence Creative skills Responsibility
Time Short-term Long-term Project-based Indefinite
Market logic Transaction Relation Innovation Community
AMAZON DELTA LEGO ROSKILDE

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The Joystick for our life …
Gateway
to
Share
of
Life
Data collection
and updating
Loyalty/bonus,
points/rebate
Customer
service
Co-creation
Communication
& marketing
Social media
gateway
Soft benefits
& apps
Payment
function
You can also
talk in it!
Surveys &
feed back
Source: CRM Handbook 2.0, 2012, Jacobsen & Ulka
Targeted and relevant interaction
Smartphone
Users increases
Smartphone
use is growing
Mobile data
growth is
exponential
Smartphone
as payment

12
App data
Source: Localytics - 2.7 billion devices and 37,000 mobile and web apps. 2016

13
Avani Riverside Bangkok
Hotel
Anantara Riverside Bangkok
Your choice?
• Unlimited local calls
• Unlimited international calls to 25 contries
• Unlimited 4G data
• Popular apps: Social media apps like Facebook,
Twitter and Instagram
• Travel apps like a currency converter, maps, GPS,
news
• and translation services + Google Play Store
• Digital city guide with recommendations and
promotions for restaurants, shops and attractions
• Information on hotel facilities, services, events and
special offers
• Incoming hotel room calls and room-to-room calls
• Hotel direct dial services, including instant access
to the hotel concierge

14
Generic Customer behaviour explorer
Interactions
Data
Marketing Outdoor
TV/Radio
Commercials
Ads
Twitter
Instagram
Facebook
App
Web
Media
Loyalty phase
Out
Time
Buying product/services
Surveys
Weather
App
Sensors
Sales
SOME
Service & Security
Partners
Events
Experience
Data
GPSNewsletters
Customer Infinity Model –> Per Østergaard Jacobsen2017
Basis: Customer Infinity Model Per Østergaard Jacobsen, Claus Andersen & Mogens Bjerre, 2015
Bluetooth

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How to use data for value creation
Value Creation
Sales
modu-
lation
Predictive
modulering
Customer insights
Interaction
Value
optimization
What?
How?
What and when
will it happen?
WHY will
it happen?
HOW can we
make it
happen?
what?
Why?
Data sources
Dataanalyse/-mining Business Intelligence Predictive Presciptive
Operations BI & Data Warehouse Selfservice analytics New Business models
Mutual value
creation
Limited value
creation
One-way
Two-way
Static Dynamic
Few Many
?
Source – Per Østergaard Jacobsen, 2017
Inspired by IBM

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Managers’ mental mindset sets the stage…

17
1
Individual products or
a complete look?
Because you're worth it…
By being able to experiment,
test, share, and by buying fast
and simple it is possible to
create experiences that can
easily be shared with others
and thereby involve and
engage others. This is a simple
way to build loyalty to L'Oréal's
brands services and products.
+ 14. Mio downloads
+ 250. Mio trials
2 3
4 54 6

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Technology versus Mindset
Technological
Transformation
Managerial Mindset Transformation
Existing Mindset New Mindset
ExistingTechnologyNewTechnology
Incremental
Innovation
1
Radical Technological
Innovation
2
Radical Mindset
Innovation
3
Revolutionary
Innovation
4
O
U
R
F
O
C
U
S
Source: Ringberg, Reihlen, Rydén (2018)
Industrial Marketing Management

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Technology versus Mindset
Using big data may lead to the amplification of some existing practices and
the transformation of others
Adopting big data technologies will amplify the generation and collection of
data.
Technology focus optimizes existing processes (production, use of
machineries, deliveries (sensors, IoT), etc.).
Mindset focus typically expands your current focus on the interaction with
users and creates additional value by satisfying their needs better.

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Roadmap for mutual value creation
Mindset Strategy Technology

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You, your colleagues, the organization and customers?

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A classic challenge …
OO+NT = EOO
Old Organization + New Technology = Expensive Old Organization

23
”
Don’t try to change your customers
- help them
- Professor Clayton Christensen, Harvard Business School

Thank you for listening
poj.marktg@cbs.dk
http://surveys.efficiens.nu/s3/Your-Big-Data-mindset-2017-Focus-Scandinavia

DISRUPT YOUR MINDSET TO WORK WITH BIG DATA

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