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NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER
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NASSCOM Big Data and Analytics Summit 2014 - The Industrialization of Analytics, Michael Barnes, FORRESTER

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Presentation by Michael Barnes – Vice President, Research Director, FORRESTER at NASSCOM Big Data and Analytics Summit 2014. …

Presentation by Michael Barnes – Vice President, Research Director, FORRESTER at NASSCOM Big Data and Analytics Summit 2014.

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  • What’s driving need for ‘outside-in’ approach to CDM? AoC demands customer obsession, since customers are always addressable. No longer linear access to information.
    The traditional marketing funnel and an acquisition-based focus for marketing initiatives is no longer enough.
  • ‘Engagement’ is increasingly the key to value delivery. Virtual access is really a relatively recent phenomenon, and specifically the interaction of digital and physical is what’s different.

    Systems must provide flexible access from different device types, be easy to update, and dynamically scale to support shifting demand when necessary.

    IT has made assumptions about how users will access systems, OK for systems of record, but fails for systems of engagement, where access is outside IT’s control.

    Same applies to marketing, traditional marketing ‘funnel’ makes assumptions about how companies engage customers/prospects, this fails in AoC.
  • IT efficiency and operational improvements are cost of entry, valuable to drive incremental improvements
    BT fuels accelerated business growth and enables innovation – our primary focus at Forrester
  • Percentage of tech spending made directly by IT has decreased:
    2010 – 74%
    2012 – 58%
    2013 – 51%
  • Expensive to collect – so must be cleansed and formatted for use in multiple scenarios
  • Today organization uses less than 15% of their data..imagine what would happen if that % doubled….
  • I’m sorry, WHAT? The definitions for big data are all about the amount of data, or the size – they attempt to define it, but don’t you dare ask any of these folks what it really MEANS. How it’s really going to change your business. Well I think that’s all wrong. If you want business leaders, marketing leaders to pay attention, you have to tell us how it will help us win and serve our customers better, right?
  • Now, I want you to notice a couple of things about this definition.
  • Three legs:
    Culture – business must understand value of data and evangelize the usage of data for driving decision-making
    Competency – asking the right questions, not an IT only competency but a business competency
    Technical capabilities – IT led and currently the focus
  • Transcript

    • 1. Making Leaders Successful Every Day
    • 2. The Industrialization of Analytics June 27, 2014 Michael Barnes – Vice President, Research Director
    • 3. © 2012 Forrester Research, Inc. Reproduction Prohibited Patrick Tucker The Naked Future: What Happens in a World That Anticipates Your Every Move? “When the cost of collecting information on virtually every interaction falls to zero, the insights that we gain from our activity . . . will fundamentally change the way we relate to one another, to institutions, and with the future itself.”
    • 4. © 2013 Forrester Research, Inc. Reproduction Prohibited 4 Customers are increasingly always addressable . . . Source: September 26, 2012, “The Always Addressable Customer” Forrester report
    • 5. Engagement is now a key to value delivery Systems of record host processes. Systems of engagement touch people. Systems of engagement empower customers, partners, and employees with context-rich apps and smart products to help them decide and act immediately in their moments of need.
    • 6. © 2013 Forrester Research, Inc. Reproduction Prohibited 6 Two technology management agendas Technology management = BT Business technology: The systems, technologies, and processes to win, serve, and retain customers. IT + Information technology: The systems, technologies, and processes to support and automate business operations.
    • 7. © 2013 Forrester Research, Inc. Reproduction Prohibited 7 Source: October 10, 2013, “Technology Management In The Age Of The Customer” Forrester report A projected path for IT and BT budgets
    • 8. © 2013 Forrester Research, Inc. Reproduction Prohibited 8 A data evolution is underway Less than 15% of data used for business intelligence (BI)
    • 9. © 2013 Forrester Research, Inc. Reproduction Prohibited 9 But most data analytics remain backward- looking Source: September 20, 2011, “Understanding The Business Intelligence Growth Opportunity” Forrester report Information about
    • 10. Is THIS actually helping anyone?
    • 11. © 2013 Forrester Research, Inc. Reproduction Prohibited 11 Let’s get real • What it’s not: a technology or platform, a project, an objective with a single completion • What it is: a journey, a process, a strategic effort across the organization The practices and technologies that close the gap between the data available and the ability to turn that data into business insight.
    • 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 Three key areas are critical Source: Upcoming “Reset On Big Data” Forrester report
    • 13. © 2012 Forrester Research, Inc. Reproduction Prohibited Key takeaways Big data isn’t a project or a technology acquisition. It’s a journey without a predefined end that enables massive opportunities. Businesses need to recognize the risks of big data and be responsible with how they use personal data – and how they apply their increased insights. Marketers need to step up their big data game, and stop letting confusion limit their opportunities to grow.
    • 14. Thank you Michael Barnes +61 437 598 768 mbarnes@forrester.com @mb_analyst

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