Big Data KPIs

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The topic of Big Data continues to gain momentum. This take, by Scot Wheeler, Sr. Director of Marketing Science at Critical Mass, was presented at the eMetrics conference in Boston, 10/1/2012.

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Big Data KPIs

  1. October 1, 2012KPIs for Big DataeMetrics Boston 2012© 2010 Critical Mass, Inc. All Rights Reserved 1
  2. The Big Data Promise Big Data offers real opportunities for measureable competitive advantage… ...but only if your organization is ready to make the changes necessary to use big data well.© 2009 Critical Mass, Inc. All Rights Reserved 2
  3. Big Data, or Broad?Are yourorganization’s“Big Data”requirementsabout volume,or variety…© 2010 Critical Mass, Inc. All Rights Reserved 3
  4. This is Your Organization’s Data Web Analytics CRM POS Social Survey© 2010 Critical Mass, Inc. All Rights Reserved 4
  5. Organizational Inertia Trumps New Tech This is your shiny new Big Data tech if you don’t address organizational change first… …since your Sr. VP of Harnesses and Oats will want to make sure that any change isn’t too disruptive.© 2010 Critical Mass, Inc. All Rights Reserved 5
  6. Start with Shared ObjectivesThe VP of Harnesses and Oats needsto see how Big Data can benefit themmore than the status quo, if onlythey’d think differently…If Big Data won’t fit with their existingobjectives, you’ll need to help themunderstand new objectives.© 2010 Critical Mass, Inc. All Rights Reserved 6
  7. Fundamental Big Data Objectives Know your business Know your Customers Act on that knowledge NOW!!!© 2010 Critical Mass, Inc. All Rights Reserved 7
  8. Big Data KPIs Big Data KPIs are primarily going to be the same KPIs you use now to make decisions – but brought out of channeland functional silos through the following three operational foci: Synthesis Speed Significance© 2010 Critical Mass, Inc. All Rights Reserved 8
  9. KPI #1: Synthesis© 2010 Critical Mass, Inc. All Rights Reserved
  10. Synthesis Integrates the Organization© 2010 Critical Mass, Inc. All Rights Reserved 10
  11. Getting your Head TogetherT-Mobile took a scattered & siloed data infrastructureand repurposed it around objectives.© 2010 Critical Mass, Inc. All Rights Reserved 11
  12. Feed Your Head© 2010 Critical Mass, Inc. All Rights Reserved 12
  13. Feed Your Head© 2010 Critical Mass, Inc. All Rights Reserved 13
  14. Integrate Mind & Body “A good part of that endeavor has been spent building the infrastructure to support the number-crunching. But the piece that is perhaps harder, Mr. Talling-Smith said, is getting the plane crews to recognize the importance of reading notes about passengers and then delivering them a certain message.”© 2010 Critical Mass, Inc. All Rights Reserved 14
  15. Integrate Mind & Body ...everyone sits in the room together and is looking at the data and testing insights around consumers. Its got to be the data scientists sitting with the business folks. Its breaking down all those silos, [to have] a customer- based view, regardless of where the data happens to sit. Its structural -- not getting stuck in organizational silos, pulling some of these functions together. It doesnt have to be an organizational chart change, but its at least getting these people talking together and sharing across the data. You [also] need a business champion who is going to drive it through. -Allen L. Weinberg Director, McKinsey & Co.© 2010 Critical Mass, Inc. All Rights Reserved 15
  16. Big Data KPIsSynthesis KPIs:1.  Quality & frequency of communication with IT. With Market Research. With Customer Service.2.  Engagement of Big Data champion.3.  Decentralized utilization of data.© 2010 Critical Mass, Inc. All Rights Reserved 16
  17. KPI #2: Speed© 2010 Critical Mass, Inc. All Rights Reserved
  18. Your Current Reporting© 2010 Critical Mass, Inc. All Rights Reserved 18
  19. SpeedAble to read and understand 200 millionpages of text in three seconds...© 2010 Critical Mass, Inc. All Rights Reserved 19
  20. Speed IBM hopes Watson will become every doctors sidekick...© 2010 Critical Mass, Inc. All Rights Reserved 20
  21. Speed Letting this happen is hard for organizations to do…© 2010 Critical Mass, Inc. All Rights Reserved 21
  22. SpeedTools like Splunk bring together multiple data sources innear real-time. It’s 2009 cutting-edge real-time Fortune 100BI at 1/100th the cost and effort…© 2010 Critical Mass, Inc. All Rights Reserved 22
  23. Big Data KPIsSpeed KPIs:1.  Identification of "rapid-management" practices.2.  Data provision & change visualizations in those areas.3.  Response times in those areas.4.  Aggregate gains in related performance metrics© 2010 Critical Mass, Inc. All Rights Reserved 23
  24. KPI #3: Significance© 2010 Critical Mass, Inc. All Rights Reserved
  25. Content CustomizationContext+CMS+CRM+Channel© 2010 Critical Mass, Inc. All Rights Reserved 25
  26. Know the Significance Structure for Your Customers© 2010 Critical Mass, Inc. All Rights Reserved 26
  27. Segmentation Milen Mahadevan, SVP Dunnhumby USA Segmentation is often a "descriptive data dump" used in strategy, then never referred to again going forward.© 2010 Critical Mass, Inc. All Rights Reserved 27
  28. Critical Mass Data-Driven Strategy© 2010 Critical Mass, Inc. All Rights Reserved 28
  29. No Stalking!© 2010 Critical Mass, Inc. All Rights Reserved 29
  30. Orbitz Learned the Hard WayEven if the content targeting meets real preferences andneeds, people will be surprised & potentially upset byundisclosed data use… Orbitz Social Media Conversations© 2010 Critical Mass, Inc. All Rights Reserved 30
  31. Target Learned Subtlety© 2010 Critical Mass, Inc. All Rights Reserved 31
  32. Big Data KPIsSignificance KPIs:1.  # of segments addressed (and performance by segment).2.  Content targeting algorithm breadth & depth.3.  Cross-system learning.4.  User satisfaction & quality of relationships.© 2010 Critical Mass, Inc. All Rights Reserved 32
  33. Big Data KPIs Big Data KPIs are primarily going to be the same KPIs you use now to make decisions – but brought out of channeland functional silos through the following three operational foci: Synthesis Speed Significance© 2010 Critical Mass, Inc. All Rights Reserved 33
  34. Thank YouQuestions? @scotwheeler© 2010 Critical Mass, Inc. All Rights Reserved

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