Big	
  Data	
  Without	
  Ac.on	
  

Glenn	
  Pasch,	
  COO	
  &	
  Partner	
  
PCG	
  Digital	
  Marke6ng	
  	
  
	
  
What	
  is	
  it?	
  
Big	
  Data	
  
Big	
  Data[1][2]	
  is	
  a	
  collec-on	
  of	
  data	
  sets	
  so	
  large	
  and	
  
complex	
  that	...
Big	
  Data	
  
“Big	
  data	
  is	
  a	
  popular	
  term	
  used	
  to	
  describe	
  the	
  
exponen-al	
  growth,	
  a...
Goals	
  of	
  Workshop	
  
•  Understanding	
  How	
  to	
  Use	
  Data	
  to	
  Drive	
  
Results	
  
•  Understanding	
...
What	
  Do	
  You	
  Look	
  At	
  
In	
  Your	
  Dealership	
  
Impact	
  of	
  One	
  report	
  
Data	
  says	
  increase	
  paid	
  search	
  
More	
  Leads	
  come	
  in	
  
More	
  P...
No	
  Ac.on:	
  Shred	
  Away	
  
Results	
  =	
  Process	
  +	
  Effort	
  
Results	
  =	
  Process	
  +	
  Effort	
  
Results	
  =	
  Process	
  +	
  Effort	
  
Mythical	
  Dealer	
  Internet	
  
Department	
  Cars	
  Sold	
  
	
  
•  Sold	
  50	
  cars	
  
•  Feel	
  they	
  could	...
Mythical	
  Dealer	
  Current	
  Results	
  
• 
• 
• 
• 
• 
• 

#of	
  leads:	
  600	
  
#	
  of	
  engagements	
  400	
  ...
60	
  x	
  4	
  Rule	
  to	
  Begin	
  
• 
• 
• 
• 
• 
• 
	
  

600	
  leads	
  
600	
  x	
  60%	
  =	
  360	
  engagement...
What	
  Do	
  We	
  Want?	
  
600	
  leads	
  

Current	
  

13%	
  

Engagements	
  

400	
  

360	
  

-­‐40	
  

Appoin...
Things	
  to	
  Look	
  at	
  
•  What	
  is	
  Current	
  Process?	
  
–  Is	
  it	
  Documented?	
  
–  Is	
  there	
  a...
The	
  3	
  Pillars	
  
What-­‐Why-­‐How	
  
 
•  Clarity	
  of	
  outcome	
  in	
  
terms	
  of	
  DATA	
  
•  What	
  is	
  different	
  
•  Log	
  BEHAVIOR	
  
chang...
•  This	
  is	
  biggest	
  
thing	
  to	
  
communicate	
  
•  Has	
  to	
  be	
  big	
  
enough	
  	
  
•  What	
  if	
 ...
•  Specific	
  outline	
  
•  Ask	
  for	
  help	
  from	
  the	
  
team	
  
•  Everything	
  has	
  to	
  .e	
  in	
  
tog...
Analyze	
  and	
  Follow	
  up	
  on	
  DATA	
  
	
  
What	
  if	
  Data	
  is	
  Good?	
  
•  Do	
  you	
  inspect	
  with	
  same	
  
intensity?	
  
•  Do	
  you	
  reinforce...
Summary	
  
•  Data	
  is	
  just	
  the	
  star.ng	
  point	
  
•  Need	
  to	
  understand	
  how	
  data	
  impacts	
  ...
 
	
  
	
  
–  Office:	
  732.450.8200	
  
–  Email:	
  glenn@pcgmailer.com	
  
–  @sidebysidecoach	
  
–  www.glennpasch.co...
Thanks	
  
Big Data Without Action Means Nothing
Big Data Without Action Means Nothing
Big Data Without Action Means Nothing
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Big Data Without Action Means Nothing

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Big Data has been the big buzz word for companies. The problem is, no one told them what data to look at or more importantly what to do with the data. Learn what data to focus on and then how to create a process for your team to implement.

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Big Data Without Action Means Nothing

  1. 1. Big  Data  Without  Ac.on   Glenn  Pasch,  COO  &  Partner   PCG  Digital  Marke6ng      
  2. 2. What  is  it?  
  3. 3. Big  Data   Big  Data[1][2]  is  a  collec-on  of  data  sets  so  large  and   complex  that  it  becomes  difficult  to  process  using  on-­‐hand   database  management  tools  or  tradi-onal  data  processing   applica-ons.  The  challenges  include  capture,  cura-on,   storage,[3]  search,  sharing,  analysis,[4]  and  visualiza-on.  The   trend  to  larger  data  sets  is  due  to  the  addi-onal  informa-on   derivable  from  analysis  of  a  single  large  set  of  related  data,   as  compared  to  separate  smaller  sets  with  the  same  total   amount  of  data,  allowing  correla-ons  to  be  found  to  "spot   business  trends,  determine  quality  of  research,  prevent   diseases,  link  legal  cita-ons,  combat  crime,  and  determine   real-­‐-me  roadway  traffic  condi-ons."  
  4. 4. Big  Data   “Big  data  is  a  popular  term  used  to  describe  the   exponen-al  growth,  availability  and  use  of  informa-on,   both  structured  and  unstructured.     Much  has  been  wriKen  on  the  big  data  trend  and  how  it   can  serve  as  the  basis  for  innova-on,  differen-a-on   and  growth”  
  5. 5. Goals  of  Workshop   •  Understanding  How  to  Use  Data  to  Drive   Results   •  Understanding  how  one  report  influences   others   •  How  to  Implement  Change  Based  on  Data  
  6. 6. What  Do  You  Look  At   In  Your  Dealership  
  7. 7. Impact  of  One  report   Data  says  increase  paid  search   More  Leads  come  in   More  Phone  calls  come  in   Sales  should  go  up   Did  we  let  BDC  or  Internet  team  know  what   we  did   •  Are  we  staffed  correctly   •  Did  we  increase  accountability     •  •  •  •  • 
  8. 8. No  Ac.on:  Shred  Away  
  9. 9. Results  =  Process  +  Effort  
  10. 10. Results  =  Process  +  Effort  
  11. 11. Results  =  Process  +  Effort  
  12. 12. Mythical  Dealer  Internet   Department  Cars  Sold     •  Sold  50  cars   •  Feel  they  could  be  doing   beTer  on  amount  of  leads   they  get   •  What  Data  are  you  looking   at?  
  13. 13. Mythical  Dealer  Current  Results   •  •  •  •  •  •  #of  leads:  600   #  of  engagements  400    (66%)   #  of  appointments  225  (56%)    #  of  shows    90    (40%)   #  of  sales:  50    (55%)   Overall  Closing  ra.o:  8.3%  
  14. 14. 60  x  4  Rule  to  Begin   •  •  •  •  •  •    600  leads   600  x  60%  =  360  engagements   360  x  60%  =  216  appointments   216  x  60%  =  129  Shows   129  x  60%  =  77  cars  sold   13%  closing  ra.o  
  15. 15. What  Do  We  Want?   600  leads   Current   13%   Engagements   400   360   -­‐40   Appointments   225   216   -­‐9   Shows   90   129   +39   Sold   50   77   +27   Closing  %   8%   13%   +5%   How?  
  16. 16. Things  to  Look  at   •  What  is  Current  Process?   –  Is  it  Documented?   –  Is  there  a  script  in  place?   –  Who  listens  to  calls?   –  Who  is  causing  results?     One  person  or  the  group?   –  Who  is  training  them?   –  Is  there  accountability?  
  17. 17. The  3  Pillars   What-­‐Why-­‐How  
  18. 18.   •  Clarity  of  outcome  in   terms  of  DATA   •  What  is  different   •  Log  BEHAVIOR   changes.   •  Specific  as  possible  
  19. 19. •  This  is  biggest   thing  to   communicate   •  Has  to  be  big   enough     •  What  if  I  don’t   change  has  to   have  pain   •  Timeframe  has  to   be  short  “or  else”  
  20. 20. •  Specific  outline   •  Ask  for  help  from  the   team   •  Everything  has  to  .e  in   together  
  21. 21. Analyze  and  Follow  up  on  DATA    
  22. 22. What  if  Data  is  Good?   •  Do  you  inspect  with  same   intensity?   •  Do  you  reinforce  behavior   that  got  there?   •  Do  you  take  process  for   granted?   •  Do  you  just  go  to  another   pain  point?  
  23. 23. Summary   •  Data  is  just  the  star.ng  point   •  Need  to  understand  how  data  impacts  all   processes  and  other  departments   •  Any  change  to  process  has  to  be  implemented   correctly   •  You  need  to  monitor  your  data  to  see  the   impact   •  Adjust  as  needed  
  24. 24.       –  Office:  732.450.8200   –  Email:  glenn@pcgmailer.com   –  @sidebysidecoach   –  www.glennpasch.com  
  25. 25. Thanks  

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