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[DAF 2017] Digital Analytics 4.0: Are You Ready?


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Présentation de Neil Mason, Directeur émérite de la Digital Analytics Association (DAA) lors du Digital Analytics Forum by AT Internet le 9 novembre 2017 à Paris.

Une nouvelle ère s’ouvre pour les Digital Analysts. L’exploitation de nouveaux types de données dans l’entreprise et l’émergence du Machine learning vont profondément transformer son rôle dans les années à venir.

Published in: Data & Analytics
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[DAF 2017] Digital Analytics 4.0: Are You Ready?

  1. 1. Digital Analytics 4.0: Are You Ready? Neil Mason Digital Transformation Lead Accenture Digital Director Emeritus DAA
  2. 2. Digital Analytics: 1.0
  3. 3. Digital Analytics: 2.0
  4. 4. Digital Analytics: 3.0
  5. 5. Digital Analytics: 3.0
  6. 6. Digital Analytics: 4.0
  7. 7. Digital Analytics
  8. 8. The Physical gets Digital
  9. 9. Source: Walkbase Source: Euclid Analytics The Physical gets Digital
  10. 10. Digital is Everywhere
  11. 11. More digital means more data but… …it also now means greater governance
  12. 12. Right to… Be Informed Access Rectification Deletion Restrict Processing Data Portability Object Not to be profiled
  13. 13. Privacy Data By Design
  14. 14. Digital Analytics
  15. 15. Descriptive “What happened?” Predictive “What might happen?”
  16. 16. Digital Analytics Predictive Analytics Descriptive Predictive
  17. 17. Digital Analytics Predictive Analytics Predictive
  18. 18. Descriptive “What happened?” Predictive “What might happen?” Prescriptive “What should I do?”
  19. 19. Simulation & Optimisation Predictive Analytics Prescriptive
  20. 20. Data Insight Action
  21. 21. 10% discount offer 30 days before expiry Contact by email Anna has a high propensity to churn… “Do something!” Repeat via SMS after 5 days “Do this…”
  22. 22. 1. It involves little physical contact or manipulation of things 2. It involves answering data dependent questions 3. It involves quantitative analysis 4. Consistent performance is critical to your role 5. It involves the creation of data-based narratives 6. There are well defined rules for performing the work Your job is due to be automated if: Source: Only Humans Need Apply: Winners and Losers in the Age of Smart Machines by Thomas H. Davenport and Julia Kirby
  23. 23. Digital Analytics: 4.0
  24. 24. What does this mean for us?
  25. 25. Digital Analytics: 1.0 Digital Analytics: 2.0 Digital Analytics: 4.0 Digital Analytics: 3.0 Technician Reporter Analyser ??
  26. 26. Data Insight Action Outcomes
  27. 27. Digital Analytics What does digital mean in the digital age? What happens when the machines take over?
  28. 28. Merci ☺