Durante l’Explore Talks sul tema “Data-Driven Business” organizzato da GELLIFY e che si è svolto il 14 giugno 2018 presso Spaces Milano è intervenuto Michele Giordani - Founder & Managing Partner GELLIFY - con una presentazione dal titolo "Data-Driven Business vs. Data business". Gestire il business basandosi su dati di fatto ed esperimenti (la cultura del dato) è indispensabile e ci si arriva in un certo modo, diverso è avere un business dati (come è Google Adwords) che non è per tutti ed è a tutti gli effetti un prodotto da lanciare sul mercato. Può esistere il secondo senza il primo?

1. #XT2018
#DataDriven
Copyright © 2018 GELLIFY S.p.A. All rights reserved.

2. Copyright © 2018 GELLIFY S.p.A. All rights reserved.
InvestorsStartup
Corporate
INVESTMENTS
CAPABILITIES
INNOVATION ADVISORY
VALIDATED
STARTUPS
COMMUNITY
WHO ARE YOU KIDDO?
Michele Giordani
Managing Partner & Founder @ GELLIFY
- Grown fast in business
- Stopped being a data scientist nerd (almost!)
- Founded my own start up

3. Copyright © 2018 GELLIFY S.p.A. All rights reserved.
Data driven businesses
A path to decisions through facts
Data Resistant
Organization actively resists to data, tracking and KPIs
Data Aware
Organization perceive data as a necessary evil
Data Champions
Parts of the organization rely on Data to hit goals
Data Savvy
Organization can’t make decisions if proof (data) is not
available
Data Driven
Organization plans based on data and act in order to
possess peculiar kind of data
Database & reports
Process automation via
analytics
Decision support
systems
Data experiments
5
Text4
3
2
1

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SIZE DOES NOT MATTER

5. Copyright © 2018 GELLIFY S.p.A. All rights reserved.
5 Key Success Factors to become a Data -Driven Company
…and any other project
1. Defining a clear vision for the role of data in business
2. Top management commitment
3. Having key data stakeholders engaged in the project
4. Creating a visible business case, then scaling it
5. Circulating data wisdom throughout the organization

6. Copyright © 2018 GELLIFY S.p.A. All rights reserved.
EVEN THE SMALLER
DATA WORK
IMPLIES ITERATION

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1. People
• Teach how to read data
• Readability of analysis is an
evaluation metric
• Force data storytelling
• Celebrate the insight which led
to successful decisions
Common data (facts) culture
How to become data driven
Which dimensions, what to do
2. Processes
• A goal always need a KPI
• If no one is tracking progress,
you have no process
• Do not mix insight production
and insight usage
Eliminate the Mr. Wolf Data
Scientist
3. Technicalities
• Don’t try to start by merging
data
• Iterate a data-driven process
three time before sofisticating
• Once the question is totally
clear and specific, use AI
Don’t use a Ferrari to move an
IKEA PAX
Dimension
Activities
Goal

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Not mixing process
Producing insights
FRAMING THE PROBLEM
Access
data
Define the question
UNDERSTANDING DATA BLACK MAGIC
Interpretable
Relevant
Uninterpretable
Irrelevant
Too expensive
Insight
production
Extract signal
and interpret
Slide and dice
Insight design
Signal Noise
Are performances good enough?
Can we access additional sources?
Use insight to
take action!

9. Copyright © 2018 GELLIFY S.p.A. All rights reserved.
A data business is a business whose
competitive advantage depends on a
data generating process

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Data businesses
Which are and which are not

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Data businesses
Which are and which are not

12. Copyright © 2018 GELLIFY S.p.A. All rights reserved.
Data businesses
Which are and which are not
Monetization &
new businesses
Product/service
differentiation
Achieve cost
leadership
Next generation
CRM

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RAZIE
Copyright © 2018 GELLIFY S.p.A. All rights reserved.
www.gellify.com
info@gellify.com
GRAZIE
Copyright © 2018 GELLIFY S.p.A. All rights reserved.
www.gellify.com
info@gellify.com
SHALL WE
MEET AGAIN?

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