“The Importance Of An Information Driven Digital Strategy”

1. © 2016 Cognizant
© 2016 Cognizant
The Importance of an
Information Driven Digital Strategy
Ian West – Head of Analytics and Information Management

2. © 2016 Cognizant
Agenda
• The Digital World
• What’s changed
• How to approach the opportunity
• Implications
• Summary

3. © 2016 Cognizant3
The Digital Universe is huge – and is growing exponentially
250 M Vehicles by 2020
2,500,000+
content upload/min
300,000+
tweets sent/min
50,000+
app downloads/min
Market size to grow from
$22.7 Bn in 2015 to
$173.3 Bn in 2020
Connected Vehicles
Wearable technology
Digital revenues
Digital products & services to
double from 22% to 41% of
revenue by 2019
The number of connected things will reach 25 billion by 2020
Source: Gartner, public domain

4. © 2016 Cognizant
The rules of business are changing in the Digital world
4
Connected and digital
operations driven by
self service and machine
learning
Shift from “Transactional model”
to “Interactional model”
Customer delight
delivered by interaction
between touch points
Digital

5. © 2016 Cognizant5
Digital Business generates opportunities to create value from data
1. Collect
Integrate data
from multiple
channels to
develop a 360
degree view
2. Compute
Analyse
aggregated
data to derive
actionable
insights
3. Consume
Ensure seamless
omni channel
customer
experience
4. Repeat
Establish
business
processes to
ensure delight
customers at
every touch
point, every time
Source: Partner websites
Shopping
Reviews
Offer
evaluation
Devices
on the go Online
conversations
Consumption
Value
Chain
Demographics
Decision
Customer
life cycle
Advocacy
Preference
Regulation
Transaction
over !
Needs vs
wants
In session
behavior
Interaction
Channels
Loyalty
LISTEN
for improved
understanding
of the customer
ENGAGE
With the right
audience through
the right channel

6. © 2016 Cognizant6
Information
Poor
Insights
StarvedData Rich
Digital success lies in the effective use of Information Assets
Today many enterprises are

7. © 2016 Cognizant
A Very Important Decade
INDUSTRIAL
2010 2020
DIGITAL
7

8. © 2016 Cognizant
Embrace the Dual Mandate
Business
Re-imagined
New levels of performance
efficiency to reduce cost
and operating expenses
New digital business
capabilities to drive
relevance & growth
Running Better
Running Different
8

9. © 2016 Cognizant9
What’s Stopping or Slowing an Information Driven Digital Strategy?
What are you going to
do with my Data?
Why should I share it
with you in first place?
How secure is my
Information? What
happens if your lake
is hacked and my
information is stolen?
A fear of drowning in your
Data Lake - If I do nothing
then I wont risk getting out of
my depth and I will avoid the
huge associated cost!

10. © 2016 Cognizant
© 2016 Cognizant
What’s Changed?

11. © 2016 Cognizant11
There Is Nothing New Under The Sun …

12. © 2016 Cognizant
1
2

13. © 2016 Cognizant13

14. © 2016 Cognizant14

15. © 2016 Cognizant
Changing Customer Behaviour
Today’s consumers
are empowered, buy
omni-channel and
seek instant
gratification
15

16. © 2016 Cognizant
© 2016 Cognizant
How to approach the opportunity

17. © 2016 Cognizant17
What’s New?
1 2
3
4 5
Digitisation Data Organisation Insights Explanation Change
Technology Enablement!

18. © 2016 Cognizant18
(1) Digitise Information
Most of our writing
and commerce is
now fully digitized
5 Megabytes!
IBM 350 RAMAC

19. © 2016 Cognizant19
(2) Organise Information
Computer Science has
developed ways to
organize and retrieve
this universe of data

20. © 2016 Cognizant20
(3) Extract Meaningful Insights
Business Intelligence and Advanced Analytics employed on top of Data

21. © 2016 Cognizant21
I’m Digitised-Organised-Analysed – Job Done?
1 2
3
Digitization Data Organization Insights
You are
probably
here

22. © 2016 Cognizant22
The Quest for Real Change … The Last Mile!!!
1 2
3
Digitisation Data Organisation Insights
Data Journalism
Extracting and packaging insights in context
of specific business problems
Analytical Storytelling
Behavioral changes in decision-making and
operations told through the power of stories
4 5
Explanation Change

23. © 2016 Cognizant23
(4) Explain Insights – Data Journalism

24. © 2016 Cognizant24
(5) Change Behaviour Based On The Insights

25. © 2016 Cognizant
Types of Digital Data
25

26. © 2016 Cognizant26
Hive from British Gas

27. © 2016 Cognizant27
A snapshot of disruptors capitalising on Data
Tech
Retail
Transport
BFSI
Real Estate
Media
Telecoms
Source: FT.com, HBR

28. © 2016 Cognizant
© 2016 Cognizant
Implications when things go wrong!

29. © 2016 Cognizant29
When Stories Fail To Correctly Tell The Facts

30. © 2016 Cognizant30
Missing the pattern
MISSION FAILURE.
Mars Orbiter 1999
The Story
Frequent course
corrections.
Individually, “within limits”.
Collectively, “should have
told us something was
wrong.”
Orbiter burned up or
bounced off into space
Miscalculation in
trajectory caused
by an unintended
and undetected
mismatch
between metric
and English unit of
measurementResult
Reason

31. © 2016 Cognizant31
When a story is told but not remembered
1982:
The O-Ring
has no
backup
1986: “The
putty provides
redundancy”
MISSION FAILURE
Challenger Shuttle 1986
The Story
Tragedy
Cold weather effected
the O-Rings and there
was no backup to a
failure.
1982, it was determined
the O-Rings were ‘Critical
1’ meaning there was no
backup. However,
mission controllers were
uninformed and still
thought the putty
provided redundancy.
Reason
Teams located at
multiple locations had
different information
perceptions.
Result

32. © 2016 Cognizant32
When hard math confronts high emotion
Algorithms Run Amok
Sydney Hostage Crisis, Dec. 2014
The Story
Bad publicity
As clarified by UBER in
a blog post.
“It's unfortunate that
the perception is that
Uber did something
against the interests of
the public. We certainly
did not intend to."
Uber's surge pricing
algorithm automatically
hikes prices as people try
to get away from
downtown café.
Reason
Result

33. © 2016 Cognizant
© 2016 Cognizant
Summary

34. © 2016 Cognizant34
Digital across the business landscape
AutonomicsHologramBOTS
Social IOT MFG 3.0
Experience and
Personalization
Knowledge
Service
Accessibility,
Convenience
Availability, Quality
and Affordability
Digital 4.0
Digital 3.0
Digital 2.0
Digital 1.0
Sensors E- ComRFIDs
POS ATMs Computers

35. © 2016 Cognizant
SHAPE THE FUTURE
DELIVER DIGITAL VALUE
DRIVEN BY INFORMATION

36. © 2016 Cognizant36
Operational efficiency through
Accessibility, Convenience
Improve product efficiency
Availability, Quality and
Affordability
Customer Satisfaction Experience
and Personalization
Grow the business through
new channels
Past buys, searches,
history, preferences,
location, family, friends…
Customers
Products, services,
institutional knowledge
powered by Big Data…
Employees
Demand trends, servicing
needs, stock information,
delivery challenges…
Partners
Products usage, feature
preferences, service
requirement…
Products
Code Halos Collide
Ignition that catalyzes new opportunities
Code Halos
Digital
spearheading
(R)Evolution
An Information Driven Digital World

37. © 2016 Cognizant37
Summary
Technology and behaviour are driving change
Enterprises are recognising Data as an Asset
Information Drives the Digital World




38. © 2016 Cognizant
Thank You
Ian West
Ian.West@cognizant.com
uk.linkedin.com/in/ianwest1
twitter.com/IanWest12
38