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.

1. October 1, 2012
KPIs for Big Data
eMetrics Boston 2012
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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.
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3. Big Data, or Broad?
Are your
organization’s
“Big Data”
requirements
about volume,
or variety…
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4. This is Your Organization’s Data
Web
Analytics CRM
POS
Social Survey
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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.
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6. Start with Shared Objectives
The VP of Harnesses and Oats needs
to see how Big Data can benefit them
more than the status quo, if only
they’d think differently…
If Big Data won’t fit with their existing
objectives, you’ll need to help them
understand new objectives.
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7. Fundamental Big Data Objectives
Know your business
Know your Customers
Act on that knowledge
NOW!!!
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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 channel
and functional silos through the following
three operational foci:
Synthesis
Speed
Significance
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9. KPI #1: Synthesis
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10. Synthesis Integrates the Organization
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11. Getting your Head Together
T-Mobile took a scattered & siloed data infrastructure
and repurposed it around objectives.
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12. Feed Your Head
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13. Feed Your Head
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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.”
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15. Integrate Mind & Body
...everyone sits in the room together and is
looking at the data and testing insights around
consumers. It's got to be the data scientists
sitting with the business folks. It's breaking
down all those silos, [to have] a customer-
based view, regardless of where the data
happens to sit. It's structural -- not getting
stuck in organizational silos, pulling some of
these functions together. It doesn't have to be
an organizational chart change, but it's 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.
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16. Big Data KPIs
Synthesis 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.
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17. KPI #2: Speed
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18. Your Current Reporting
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19. Speed
Able to read and understand 200 million
pages of text in three seconds...
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20. Speed
IBM hopes
Watson will
become every
doctor's
sidekick...
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21. Speed
Letting this happen is hard for organizations to do…
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22. Speed
Tools like Splunk bring together multiple data sources in
near real-time. It’s 2009 cutting-edge real-time Fortune 100
BI at 1/100th the cost and effort…
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23. Big Data KPIs
Speed 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
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24. KPI #3: Significance
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25. Content Customization
Context+CMS+CRM+Channel
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26. Know the Significance Structure for Your Customers
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27. Segmentation
Milen Mahadevan, SVP
Dunnhumby USA
Segmentation is often a
"descriptive data dump" used in
strategy, then never referred to
again going forward.
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28. Critical Mass Data-Driven Strategy
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29. No Stalking!
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30. Orbitz Learned the Hard Way
Even if the content targeting meets real preferences and
needs, people will be surprised & potentially upset by
undisclosed data use…
Orbitz Social Media Conversations
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31. Target Learned Subtlety
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32. Big Data KPIs
Significance 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.
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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 channel
and functional silos through the following
three operational foci:
Synthesis
Speed
Significance
© 2010 Critical Mass, Inc. All Rights Reserved
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34. Thank You
Questions? @scotwheeler
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