Competing smarter with advanced analytics

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In June and July 2015 The Economist Intelligence Unit conducted a global survey of 300 leaders in data
analytics. The respondents include companies with over $500 million in annual revenue, represent 20
different industries, and hold senior positions in their companies – including 50% C-level executives.
The goal was to assess trends in the use of market-facing analytics.

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Competing smarter with advanced analytics

  1. 1. sap.com What are the biggest business and data-related challenges executives see? Executives offer Top 5 success factors for market-facing data initiatives report data and analytics silos within their organisations Leading practitioners in advanced analytics are combining internal data with external data… External data sources % of all respondents Social media data Third-party marketing analytics Data from public/government databases Credit rating data Geolocation data Aggregated tracking data from third parties 46% 39% 35% 33% 33% 21% Internal data sources % of all respondents Customer data Sales transaction data Pricing data Supplier/Supply-chain data E-commerce data (internal) CRM data Manufacturing data Mobility analytics Sensor-based data 56% 44% 36% 33% 31% 29% 26% 24% 19% …to create leading-edge analyses of their competitors and markets Source: A commissioned study conducted by The Economist Intelligence Unit on behalf of SAP, September 2015. For more results and recommendations, read the EIU Thought Leadership Paper sponsored by SAP, “Competing smarter with advanced data analytics.” Competing smarter with advanced analytics In June and July 2015 The Economist Intelligence Unit conducted a global survey of 300 leaders in data analytics. The respondents include companies with over $500 million in annual revenue, represent 20 different industries, and hold senior positions in their companies – including 50% C-level executives. The goal was to assess trends in the use of market-facing analytics. The first generation of data analytics: Historically, the focus of data has been inside the company’s four walls due to internal data being: • Available, controllable, and more easily integrated • Focused on internal operations – supplier efficiency, transaction analytics, etc. 2 Modernised software 1 More experience in data analytics 4 New third-party data sources But four emerging trends are enabling creative new uses of data that enable companies to go on the attack. 3 Cloud-based computing power What market-facing initiatives are advanced analytics practitioners experimenting with? 50% are beating competitors’ pricing with price optimisation 44% are tracking competitors’ brands with social media 42% are using predictive analytics to forecast market demand …and report significant benefits. Survey respondents report high levels of satisfaction with their advanced analytics initiatives… Also, 1 in 5 report new customers and increased market share as major benefits. 80% 91% overall satisfaction say they are likely to pursue further market-facing advanced analytics initiatives 41% cost savings 33% creation of new business opportunities 26% increased revenues Select the right initiative Deploy a team with the right skills Use the best software Obtain executive support Collaborate between IT and business units 42% 38% 34% 33% 33% 43% Other top challenges include gaining sufficient executive support developing a holistic view lack of personnel with sufficient expertise 41% 41% 41% www.sap.com/accelerate-insight

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