Helena Schwenk & Craig Wentworth, Principal Analysts at MWD Advisors, presented at CMO Event, November 2014

1. mwd
a d v i s o r s
Think Big! – No action, no profit
helping you create business improvement from IT investment
Helena Schwenk
Principal Analyst
Craig Wentworth
Principal Analyst

2. Understanding the customer: today’s
landscape
Empowered
consumers
More choices, more
information
Data explosion
Mass digital
interconnectivity
Customer experience
imperative
Connecting the dots
© MWD Advisors 2014 www.mwdadvisors.com 2

3. Industry trend setters: building data driven
customer experiences
These companies are setting your customers’ expectations for service
and experience through their use of data
© MWD Advisors 2014 www.mwdadvisors.com 3

4. Making Big Data & Analytics work for you
• Piecing together the data
– Pooling data from various sources into a cohesive
whole
– Managing data as an asset
• Generating insights
– Applying analytical techniques to your data
– For eg predictive analytics, machine learning,
Natural Language Processing.
© MWD Advisors 2014 www.mwdadvisors.com 4

5. Understanding where Big Data Analytics
adds value to the customer journey
Personalised
content &
messaging
Predict
optimal
next best
action
Listen for
buying
signals
Predict
propensity to
buy
Identify &
target
customers
at risk of
churn
Analyse social
feedback to
prioritise new
services &
customer
demand
Research Consider Purchase Evaluate Advocate

6. Discussion points
• Is this what you are seeing?
• Are you adopting new digital channels to
engage with customers?
• Who do you see as customer experience or
data driven marketing leaders?
© MWD Advisors 2014 www.mwdadvisors.com 6

7. Digital enterprises devour data
• A digital enterprise
• embraces multi-channel customer engagement
• delivers services and products digitally
• exploits new types of platforms
• re-orientates around new business models
• re-imagines what management and marketing mean
• A digital strategy is a data strategy
• Data about customers, interactions, channels, products &
services, business processes
• Strategy that takes account of how data is collected, its
value, its quality; and how to organize and analyse it
© MWD Advisors 2014 www.mwdadvisors.com 7

8. Data literacy, skills, and practice
I = f ( P1 , P2 , P3 )
‘Impact is a function of People, Practice, and Products’
© MWD Advisors 2014 www.mwdadvisors.com 8

9. Data literacy and skills
in your organisation
© MWD Advisors 2014 www.mwdadvisors.com 9

10. You need to understand the provenance
of your data
But beware!

11. BBuetw baerwea oref !spurious correlations

12. BDuot yboeuwra creu!stomers have trust issues?

13. Describe your attitude towards
Big Data governance
Hope for the best
Treat Big Data like any
other data
Careful to know where it
came from
Don’t have time to think
Don’t know
We have agile policies
just for Big Data
Other
15.2%
36.4%
18.2%
15.2%
12.2%
3%
© MWD Advisors 2014 www.mwdadvisors.com 13

14. But what do you think?
How ‘digital’ is your enterprise?
How data literate is it?
How well do you use data – yours, other people’s?
How well do you understand what it’s telling you?
How much do you trust it?
How much do your customers trust you to use it?
© MWD Advisors 2014 www.mwdadvisors.com 14

15. So...Where do we go from here?
Things to remember:
• Global mass interconnectivity
• Customers’ expectations’ of
excellent experience
• A Digital Strategy is a Data Strategy
• The value of Big Data analytics
• Know when correlation does not
equal causality
• Have the right talent and tools –
data literacy applies to everyone
• Don’t ignore data governance; get
friendly with your CIO
One wish that would help
turbocharge my Big Data and
analytics endeavours?
“Pragmatic advice and real
world examples of how to use this
for B2B or B2C marketing. We've
all heard the theories, but most
CMO's don't know how to do it.
We are going through a phase of
enlightenment and adoption...”
CMO, Collaboration Software Vendor
© MWD Advisors 2014 www.mwdadvisors.com 15

16. mwd
a d v i s o r s
@hmschwenk
helena@mwdadvisors.com
@craigwentworth
craig@mwdadvisors.com
helping you create business improvement from IT investment
Thank you
www.mwdadvisors.com/analytics

17. Photo credits
Eleazar Sukenik examining one of the Dead Sea Scrolls (Slide 10) - Department of Archaeology, the Hebrew University, Jerusalem - National Library of Israel,
Schwadron collection (http://en.wikipedia.org/wiki/Dead_Sea_Scrolls#mediaviewer/File:EL_Sukenik_1951.jpg) CC Attribution 3.0 Unported
Spurious Correlations (Slide 11) – Tyler Vigen (http://www.tylervigen.com/view_correlation?id=1864)
A trust game (Slide 12) – Gorskiya (http://commons.wikimedia.org/wiki/File:CISV_trust_game.JPG) CC Attribution-ShareAlike 3.0 Unported
© MWD Advisors 2014 www.mwdadvisors.com 17