My presentation at TM Forum Latin America 2014 in partnership with Angelo Caceres at Hilton São Paulo. www.tmforum.org

1. Insights at your fingertips
Angelo Caceres Paula
acaceres@microsoft.com
Gustavo Gattass Ayub
ggattass@microsoft.com

2. Big Data is driving us to a tipping point
Industry Stats Skype
CUSTOMER EXPERIENCE
DRIVE GROWTH
Collect, Store and Correlate data
from different sources
Improve Skype experience
Understand usage patterns and
improve customer experience
PRODUCT PLANNING
SEGMENTATION/SENTIMENT ANALYSIS
Analyze actual customers usage
patterns
Segment customers based on
usage patterns
Sentiment analysis /Social Media
analysis / Text mining
MS.COM & Adworks
TARGETING
SURFACE TABLET, WINDOWS PHONE 8
Adworks – optimizing
performance for advertising
customers
Analyze 30 TB per day
Web site analytics on
MS.com
SECURITY
SECURITY
INTRUSION DETECTION
Compliment & enhance existing
Defense in Depth and incident
response systems
Analyze data in flight across
networks
Anticipate attack vectors

3. What did this mean for ?

4. Assembling the different pieces of the puzzle
Organization
DATA
Culture
Strategy
Technology
Politics

5. Insights Driven Organization
Insights
driven
organisation
 Format
 Design & Visualization
 Constant Feedback
 Common Consistent Language
 Metrics Framework
 Marketing, Product & Engineering
 Common Goals, Metrics, Understanding
 Gradual Change & Adoption
 Embedded in Daily Activities
 Data-Driven
 Action-Oriented

6. Insights & Action Approach
 Consolidation of definition for all key metrics in one place (central repository of all business data)
 Metrics Framework (cascading key metrics) translating into common language
 Use of Microsoft suite of products
 Dashboards to provide holistic on-demand views of business better, faster decision-making
 X-Functional meetings to enable insights-driven business rhythm and promote collaboration

7. Data-Driven Action-Oriented Business
• Data-driven and action-oriented business rhythm: the
cycle of data-insight-action-review will foster
operational excellence
• Informed, proactive innovation, not reactive behaviour
• Transparent and collaborative: X-Functional alignment
means less duplications, more creative input , better
insight
• Defining ownership and agreeing on the criteria for
success helps establish causality of metrics
Insights
Review
Data Action
X-Functional

8. Three types of insights
ACTION
Business Insights
Organizational/Behavioural Insights
Data/Infrastructure Insights
•What drives value to our users and shareholders
•What structure & governance would best support our business
•What data would best support our business & strategy
Benefit

9. Principles for delivering insights
Data:
Develop trust & ensure completeness
Value Cascade:
Develop & deploy
X-Functionals:
Deployment
Tools to inform and analyze:
Design & develop
Process & governance for strategy execution:
Review and ensure execution aligned to strategy
Cultural change management:
Comms & learning
1
5
2
3
4
6
Delivery of
insight –
driven
business
rhythm
across the
organization

10. Organization
DATA
Culture
Strategy
Technology
Politics

12. In conclusion

13. Angelo Caceres Paula
acaceres@microsoft.com
Gustavo Gattass Ayub
ggattass@microsoft.com