1. A Fully Data Driven World
A path to intelligent “proactive” enterprises
Jay Bala
2015 Q2

2. A Fully Data Driven World
● More Industries Being Transformed by Data
● Every Enterprise Transforming to a fully Digital Future
● Data is the Fuel for fully Digital Enterprises
● Machines and Processes will be driven by Data
● A Common Decision Framework for the fully Digital Future
● Conclusions and Recommendations
● 2020 and Beyond -- A Glimpse!

3. More Industries Being Transformed by Data
Industries Transformation Benefits
Stock Trading (1980s+) ● Computerized Trading Platforms
● Real time Trades (Programmatic)
● Much Larger Market
● Doing stocks like retail
banking
Airline Reservations
(1990s+)
● Anytime reservations/cancels
● Real Time Pricing/Inventory
● Much Larger Market
● Massive convenience
Digital Commerce
(1990s+)
● E-Comm, Mobile Commerce
● Price comparison portals
● Much Larger Market
● New retail channel
● Massive Convenience
Digital Advertising
(2000s+)
● Real time Bidding for Ads
● Programmatic Advertising
● Targeted Advertising
● Higher Conversions
Daily Life as-a-Service
(2010+)
● Mobile App Driven Services
● Marketplaces of “Specific” Needs
● New Service Markets
● Massive Convenience
Enterprise Decision
Making & Actions
(2020+)
● Machine Intelligence Driven
● “Decision-as-a-Service” Data Products
● “Proactive” enterprises
● Data Driven Decisions
● BI for the “Masses”

4. Every Enterprise Transforming to a fully Digital Future
1990s
- Business
process
digitization
• ERP, CRM, SCM
(Enterprise
workflow)
• IVR, Call Center
Digitization
- Early web and
internet
2000s
- Data Movement
and Sharing
• Data Warehousing,
ETL, Web Services
• Business Intelligence
(Dashboards, KPIs)
- E-commerce
Channels,Web
Analytics
-Recommendation
Engines
2010s
- Social Media
Platforms
• Network for each
customer, outreach
personalization
• Real time community
interactions, feedback
- Mobile Devices,
Cloud Data
Platforms
-SaaS Applications
2020s?

5. Data is the Fuel for fully Digital Enterprises
Topic Operating Principles Benefits
Data Gathering ● Always ON, Real time
● Every touchpoint with
customer,prospect,market
● Foundation for a fully data
driven enterprise
Data Storage ● Infinite capacity to scale
● In the Cloud
● In any needed granularity
● Anytime access
● At any needed detail
Data Processing ● As close to event (Streaming)
● In memory, at scale
● Schema-on-Read driven
● Real time enterprise
● Responsive to customer,
market needs
Data Analytics ● Customer Activity Focused
● Ad Hoc and Packaged
● Verticalized by default
● Low latency (secs to mins)
from event to analytics
● Always ‘ON’ cockpit
Data Driven Actions ● Driven by Recommendations
(machine intelligence driven)
● Top ‘N’ Actions driven approach
● Proactive Actions
● Low latency (hours) to
proactive/corrective actions

6. Machines and Processes will be driven by Data
What
Action?
• Machine Intelligence Driven (fueled by real time data)
• Easily packaged “data decision” products (ex: target customer segment
with XYZ, prevent customer X from leaving with offer Y etc.)
• With “likely” $$ benefit over a timeline range
When?
• Next 24-48 hrs, 3-7 days
• 7-15, 15-30 days
• > 30 days
Who Drives
Action?
• Chosen roles and people for “types” of data products
• Based on $$ impact ranges
• Standard Operating Procedure (SOP) driven
Key GOALs:
• Inertia-free “Central Nervous System” like the human body
• With some ability to self-correct for “Low $$ Impact” items

7. A Common Decision Framework for the fully Digital Future
“Decision-lets”
● Small bites of actions (under each of the above)
● Each based on deep learning from past data etc.
● With likely outcomes ($$ impact)
● Recommended execution time frame for maximum impact
• Schedule for Regular
Operations
• Preventive Maintenance
• Predictive Maintenance
• Hire New
• Develop and Promote
• Retrain, Review
• Introduce New Product
or Service
• Change Product Mix,
Pricing
• Retire Non-Performing,
Legacy Products
• Acquire New Customers
• Deepen Engagement with
Current
• Pre-empt Customer
Churn
• Block Fraud (Customer
Blacklist)
CUSTOMERS PRODUCTS
DEVICESPEOPLE

8. Conclusions and Recommendations
● Data has made deep inroads into Enterprises over the last 20-30 years
● With utility style pricing for storage and processing upon us, Enterprises need
to embrace a fully “data driven future”
● Those that do will come out winners in the emerging fully Digital world of the
future!
July 23, 2015 News:
“Amazon just surpassed Walmart in market cap”

9. 2020 and Beyond -- A Glimpse!
RecommendedActions
OutcomesfromRecent
Actions
Image Source : P&G Decision Cockpit