Managing data smartly


Published on ==> These slides outline some of the material presented at the business institute

What works and what fails and how one can use data trends to make sense out of the flood of data coming our way

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Managing data smartly

  1. 1. My.ComMetrics.comComMetrics Session 10: Managing data smartly – Making data dance Latest version can be found here just before class Presented by http://www.YouTube/ComMetrics ComMetrics – videos social media trends 2011 ComMetrics blog checklist Urs E. Gattiker , Ph.D. 2008_06_16
  2. 2. ComMetrics _Wrap up from last session 3 critical things learned – here comes the Nespresso / Denner example 2011_01_17 _Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions
  3. 3. ComMetrics _Nespresso is protected by 1700 patents 1 > Sfr. 3bn in 2010 2 Denner sells capsules for about half price 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  4. 4. ComMetrics _Nespresso is protected by 1700 patents 3 In 2010 Jean-Paul Gaillard ... Also former Nestlé exec. launched his Ethical Coffee Co to produce Nes- presso compatible capsules 4 2011-01-10 Monday St. Gallen court gave Nestlé a legal victory by supporting its challenge to discount retailer Denner. Denner said it would appeal 2010 Nestlé launched lawsuit against Sara Lee the US food group, fro alleged patent infrignement with its L‘Or Expresso. Sara Lee denied infrigning any patents 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  5. 5. ComMetrics _Nespresso is protected by 1700 patents 5 2010 Nestlé launched Special T, a tea-making syste designed to do for the beverage what Newspresso has done for premium coffee Initially launched in France machine costs €129 with a 10 capsule pack costing an additional €3.50 Tea bag Migros = 3 Rappen versus ===> 42 Rappen Special T – they cost 50 6 Jan 2010 Eric Favre former Nespresso CEO launched Tpresso 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  6. 6. ComMetrics _After Nespresso back to today‘s topic Are we ready? 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  7. 7. ComMetrics _Everybody wants to measure the web traffic #1 How can we demonstrate that our web efforts are Challenge delivering – pageviews, mentions on Twitter Strategy: Focus on metrics that result in action 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  8. 8. ComMetrics _Everybody wants to measure the web traffic Solution: -Social media metrics – what is the purpose – set strategy and check ---- using no more than 5 measures 1 - ComMetrics Footprint index, 2 - Health Index, 3 - ComMetrics Resonance, ==> 4 ComMetrics Blog Impact Index 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  9. 9. ComMetrics _Everybody wants to measure the web traffic Solution: ---- using no more than 5 measures – complement previous 4 with: 5 - referral traffic AND statistics from 6 URL shortener (e.g., how many of my Twitter followers clicked on the URL I sent) WATCH THE TRENDS compare July 2009 with July 2010 2010_11_10 >Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
  10. 10. ComMetrics _Why it matters – today‘s 3 nuggets 1 What is the amount of data we are dealing with - trends? 2 What can we get out of these data? 3 Visualization can help 2010_11_30 _Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions
  11. 11. ComMetrics _Purpose What is this all about? 2011_01_18 >Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
  12. 12. ComMetrics _What is data, information, database, data-warehouse? Definition in textbook? Does you textbook define data warehouse, database, etc.? How are data management, warehouse, software applications, etc. defined in other MBA courses/modules? How does data management, warehousing and so forth relate to innovation? What is your company‘s core database or warehouse. Which application using your company‘s warehouse do you use most in your work? (please bring document to class) :::::::::::::::::::::::::::::::::::::: 2011_01_18 >Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
  13. 13. ComMetrics _What is a database versus a data warehouse? Data-warehouse = storage and read-optimized – Swiss frequent flyer data, Migros Cumulus card program Application database = write optimized PostFinance pay terminal 1 min video (blog entry, explain it very nicely) :::::::::::::::::::::::::::::::::::::: 2011_01_18 >Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
  14. 14. ComMetrics _Are we producing much data? Facebook has 40bn photos 2011_01_18 >Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
  15. 15. ComMetrics _Are we using these data? Mobile is changing our lives, selling, communication and much more BUT – can all afford it? 2011_01_18 >Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
  16. 16. ComMetrics _How are we storing these data? tp:// (near buttom – video) 2011_01_18 >Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
  17. 17. ComMetrics _Wal-Mart creates petabytes Operates 8,400 stores worldwide >2m employees >$200bn revenue in 2009 INFOS >200m customer transactions each week > 1m customer transactions each hour > 2.5 petabytes = data store = about 167 x the books in America‘s Library of Congress 2010_05_05 >Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
  18. 18. ComMetrics _From Purpose to HowTo How do we put this into practice? 2011_01_18 >Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
  19. 19. ComMetrics _Can we simplify things 5 min Making sense out of all these data Dashboards 2011_01_18 >Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
  20. 20. ComMetrics _3 assigned readings – Topic 10 - we choose a student to moderate the discussion – you can volunteer yourself for today or for tomorrow - please have your notes ready – all students - Chosen reading is: - Could your data management approach result into value that an be leveraged in your business = data driven management 2011_01_18 >Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
  21. 21. ComMetrics _Tools & Tips - Managing RSS 2011_01_18 >Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
  22. 22. ComMetrics _How do we use RSS manage data - information - How to add an RSS feed Infos for non-geeks – how to use it with your e-mail program -Outlook, Mozilla Thunderbird, -What about Google Reader? -Why RSS feed may not be used by your target audience 2011_01_18 >Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
  23. 23. ComMetrics _Decision time - How to use your data smarter 2011_01_18 >Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
  24. 24. ComMetrics _Student Case – Claudio Vallebona - Developing marketing strategy data collection and fine-tuning the company‘s strategy while reaching set milestones 2011_01_18 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  25. 25. ComMetrics _Student Case – - more 2011_01_18 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  26. 26. ComMetrics _Steps to do the most with data? 5 min – showing how to visualize data – bottom of post Dashboards 2011_01_18 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  27. 27. ComMetrics _Steps to do the most with data – geo-location? - today, 4% use this service at all, down from 5% in May 2010 (see also Session 8 – think before mindlessly geo-tagging things and sharing the info with your network) 2011_01_18 >Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
  28. 28. ComMetrics _One last thing – Wrap-up What we learned Do not trust data – check sample selection PLUS journalists generally get it wrong (35% see something as positive – plenty of chance to innovate for your business),_p=1003186,_b=73325 2011_01_18 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  29. 29. ComMetrics _Why it matters – today‘s 2 nuggets 1 What is the amount of data we are dealing with - trends? 2 What can we get out of these data? 3 Visualization can help 2010_11_30 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  30. 30. ComMetrics _One more thing People do not necessarily decide rationally but, instead, emotions play a role (e.g., with Apple) and using a nice decoy (The Economist) or making it a totally new experience (Starbucks – you cannot compare it to anything else - SEE Session 13 – watch out your customer gets smarter...) 2010_11_30 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  31. 31. ComMetrics _One more thing Please discuss: 3 most critical things we learned today 3 things I love to get more infos about Let your data dance – Hans Rosling uses data visualisations to make serious points about health policy and development. AMAZING videos – trust Steve Jobs on this 2011_01_17 >Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
  32. 32. My.ComMetrics.comComMetrics Session 10: Managing data smartly – data Gau Presented by (free registration) (blog) Roentgenstrasse 49 Street social media trends 2011 CH-8005 Zuerich Zip Code Switzerland Country ComMetrics blog checklist +41(0)44 272 1876 Voice +41(0)76 200 7778 Cell Google Talk Urs E. Gattiker , Ph.D. URL 2008_06_16