Everybody talks about data, big data, and doing business using data. But the biggest challenge is to become a data-driven organization, which is much, much harder than managing terabytes of data. My 2 cents on the topic

1. Jacques Warren, CEO
MADRID & BARCELONA EXECUTIVE SEMINARS – NOVEMBER 2015
BEING DATA-DRIVEN

3. THE DAWN OF THE DATA ERA
Consumption
Credit Cards
Connected Objects
(IoT)
Mobile
Utilities/Govermen
t
Web Acitivites
Social Media

4. THE DATA-DRIVEN ORGANIZATION

5. DATA & OPINION

6. DATA & DECISION - HIPPOs

7. CLIENT DATA ASSETS
THE PURPOSE OF ANALYTICS

8. THE PURPOSE OF ANALYTICS
Business
Without
Analytics
Business
With
Analytics
Analytics Added Value

9. INPUT OUTPUTOFFER
2X 2X
1.2X1X ANALYTICS
A SIMPLE MODEL

10. THE CHALLENGE OF ANALYTICS
Analysts often get “So What?” faces

11. Noise Signal Decision
Data Insight Action
THE PURPOSE OF ANALYTICS
Source: Éric Nguyen, Banque

12. OBSERVE, DECIDE AND MOVE!
DRIVEN
Most Important Keyword
Move / Act / Decide!!

13. THE DATA-DRIVEN ORGANIZATION
“The way we do things around here”
Marvin Bower, Founder McKingsey & Company
A Question of Culture?

14. THE DATA-DRIVEN ORGANIZATION
Analytics is a BUSINESS
FUNCTION
Technolog
y
HR Processes

15. ANALYTICS GOVERNANCE

16. ANALYTICS GOVERNANCE

17. ANALYTICS GOVERNANCE

18. ANALYTICS GOVERNANCE
The
technological
obsession

19. ANALYTICS GOVERNANCE

20. ANALYTICS GOVERNANCE

21. ANALYTICS GOVERNANCE

22. CONFLICTING PERFORMANCE
SYSTEMS
“People behave the way they are
paid”
Dean Spitzer
“It is difficult to get a man to
understand something, when his
salary depends upon his not
understanding it!”
Upton Sinclair

23. CONFLICTING PERFORMANCE
SYSTEMS
Beware of lack of
focus
Beware of inertia

24. ANALYTICS AND ORGANIZATION RATIONALE
After all, why do
more than what is
necessary?

25. $60,000 in SM + No ROI =
YES
ANALYTICS AND ORGANIZATION RATIONALE
$80,000 in CRO + possible $1,4m ROI =
NO
Case #1: CMO

26. False numbers + Grant = YES
ANALYTICS AND ORGANIZATION RATIONALE
Better numbers + Uncertainty = NO
Case #2: Online Team

27. Current system + $1M/month-loss = YES
ANALYTICS AND ORGANIZATION RATIONALE
CRO + Maybe change booking syst. = NO
Case #3: Online Manager

28. THE DATA-DRIVEN EVOLUTION
Signs that you’re getting there
- You verify and test more and more
hypotheses
- Data Analytics supports new discoveries
and insights, not agendas.

29. WHY CARE AT ALL?
THE 1% CHALLENGE

30. WHAT IS OPTIMIZATION?

31. Measure everything you do,
THE OUTTER LIMITS

32. Measure everything you do, but
don’t do only what you
measure.
THE OUTTER LIMITS