An Internet Market Research professional, I am trilingual (French, English, German); I am energetic, like to work in team, and in open, multinational and multicultural environments; I like to beat challenges, to discover new areas, to decipher new trends, to be on the sharp edge. I am especially at ease with Digital Data, providing innovative concepts and accurate data elicitation. A member of the Digital Analytics Association and a Certified Web Analyst, I am working on missions in the Data Management and Analytics field. I am also open to any assignment as a Chief Data Officer, be it temporary or permanent.

1. Data Elicitation
Big Data Marketing & Digital Analytics
June 2014
What is Data Elicitation’s added-value for your business ?

2.  Most companies are organized in silos, by business
verticals and functions; so are their data too.
 Data Elicitation is a horizontal consultancy on data
management issues, with a focus on digital analytics
 A collaborative scheme implies data-oriented methods
to help your company handle Data Management
issues on a cross-business and cross-functional level
Introduction
© Data Elicitation – June 2014

3.  Environment -> « Patterning »
The original sin of Big Data is its formlessness. To be able to use such data,
and get the best out of it, one must organize and structure it first.
This is what patterning is about.
 Management -> « Enrichment »
Your data is rich, especially if you can use it easily thanks to an appropriate
patterning. But it may be richer. And not at such a high cost...
This is what enrichment is all about.
 Guidance -> « Analytics »
Once your data is accessible and usable, its meaning may be hidden or
blurred, and the answer to your question, lost as a needle in a haystack.
This is what analytics are about.
Data Elicitation focus
© Data Elicitation – June 2014

4.  Conceptualization
 Business requirements, non-functional designs
 Formal and functional design, specifications
 Data Acquisition
 Data sourcing, relationships with provider
 Data structuring, design of layouts, fields, attributes
 Project Management
 Business plans, budgets, CxO reporting,
 Team lead in French, English & German
Environment -> « Patterning »
© Data Elicitation – June 2014

5.  Data Categorization
 Coding policies, working routines & methods
 Work organization, documentation design
 Collaboration Scheme
 MDM tool evaluation & implementation
 Job descriptions, team support & training
 Coding Strategies
 Productivity, streamlining, outsourcing
 Quality Assurance, SLA’s, internal audit
Management -> « Enrichment »
© Data Elicitation – June 2014

6.  Analysis Methodologies
 Inductive reasoning, outlier identification
 Conversion funnel, drill-down analysis
 Analytics development
 New metrics & analysis schemes, ad-hoc KPI’s
 Research in new marketing solutions (Patents)
 Client servicing
 Business Cases, modelling, predictive analysis
 Client presentations, report & dashboard setup
Guidance -> « Analytics »
© Data Elicitation – June 2014

7.  “The top three technologies that are most widely influencing
the way that organisations operate today are mobile (70%),
social media (65%) and cloud computing (64%). However,
organisations predict that in three years’ time the biggest
influencers will then be big data analytics (50%); the ‘Internet
of things’ (37%) and dynamic visualisation tools (35%).”
(from nimbusninety.com)
 “Data Elicitation aims at providing a better understanding of
the data management issues, and how such an understanding
may benefit to the companies involved in digital activities.”
(from dataelicitation.com)
The inevitable Big Data trend
© Data Elicitation – June 2014

8. I. Implement an efficient data strategy
II. Run an analytical data curation
III. Design data-driven insights
Examples of potential actions
© Data Elicitation – June 2014

9.  Build up a data strategy in line with the global strategy
 Keywords = Silos / Content / CxO / Customer-centric
 Action points
Review of data silos
Content alignment
Cross-service enrichment
CxO acknowledgement
An efficient data strategy
 Benefits
No duplicates
Data source optimization
Servicing strategy
Customer-centric solutions
© Data Elicitation – June 2014

10.  Ensure IT is a data magnifier (not a constraint)
 Keywords = Business / Flexibility / Relevance / Content
 Action points
Business requirements
Proper content
Relevant data structure
Appropriate infrastructure
An analytical data curation
 Benefits
IT aligned with data strategy
Accessibility of all contents
Limit future re-designs
User-friendlier interfaces
© Data Elicitation – June 2014

11.  Is digital transformation aligned with global objectives
 Keywords = Watch / Board Engagement / Users / Growth
 Action points
Board expectations
Digital strategy
Design & setup
Technological watch
Data-driven insights
 Benefits
No misunderstandings
Newest tech from the start
Usefulness to business growth
Employee-friendly (Gen Y…)
© Data Elicitation – June 2014

12.  Implement data strategies decided at Board level
 Be an added-value to your current operational teams
 Available for various mission types
 audit (short initial assessment sessions)
 implementation (long-term methodological support)
 training (namely in the digital analytics field as a CWA)
Collaboration scheme
© Data Elicitation – June 2014

13.  Website
 English : http://DataElicitation.com
 French : http://fr.DataElicitation.com
 Voice
 Mobile : +33 6 87 97 98 21
 Skype : DataElicitation
 Others
 Mail : YML@DataElicitation.com
 Twitter : @DataElicitation
Contact information
© Data Elicitation – June 2014

14.  Complex data acquisition and
management (Big Data, MDM)
 International project lead
 Transcript of concepts into
operational products
 Product management and
marketing development
 Team management (in both
operations and client services)
 Digital & Data Analytics
 Team-work spirit
 Easy public speaker
 Adaptation capacity
 Mind-openness
 Curiosity, affinity for novelty,
technology-savviness
 Analytic & accurate thinking
 Abstraction capacity
 Tenacity, focus on achievements
 Conception of numerous innovative projects in Market
and Web Research based on the latest technologies
 Management of information sources, negotiation with
providers, security of data acquisition and transfer
 Organization of marketing operations, methods,
quality assurance (SLA, KPI), staff hiring and training
 Innovation via several patent claims, setup of fresh
working methodologies, implementation of new tools
 Client Relationship Management in various businesses
(FMCG, Retail, Selective perfumery, Telecom, ISP)
Soft skillsHard skills
Develop data management
within the company at CxO level,
and monetize it internationally
Yves-Marie Lemaître
+33 (0)6 87 97 98 21
YML@DataElicitation.com
http://DataElicitation.com
Digital Analytics Association’s Certified Web Analyst (May 2014)
Award of Achievement in Digital Analytics (August 2013)
HEC graduate (MBA in Marketing in 1989)
Trilingual French, English, German
Achievements
CHIEF DATA OFFICER IN
INTERNATIONAL ENVIRONMENTS
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