Creating,
Curating, &
Socializing
Insights
in a Time Compressed
World
Brooke Shafer
@SKIMgroup Mike Mabey
1st
phone
Touch
phone
Rotary
phone
Internet
Rapid
Innovation
PhaseTelephone
Technology
Network
Technology
Fax
WWW
1876 201...
2013 Advertising CampaignsJan Dec
With Rapid Innovation,
Comes Rapid Communication
Our most
precious
commodity
TIME
No one has time.
Hyper-
competitive
world
Fast changing
Extremely
targeted
insights
Extremely
short timelines
An optimized
ecosystem with
the explicit end
goal to deliver
decision-making
insights
HOW?
It isn’t about
conducting
research
It is an
insights ecosystem
CREATING CURATING SOCIALIZING
Getting
awareness, buy
in, support and
action for specific
insights
Bringing order,
clarity, and
context to the
insights
O...
Case study
The Kids
Campaign
Creating
The
Team
A seamless
team of experts
Ad
agency
Media
agency
AT&T
Advertising
AT&T
Marketing
Retail
stores
SKIM
Creating
Think ‘Lean’
Seamless
Transparent
Creating
Standardize
Templates
are your
friend
Eliminate
Standardize
Trust your
partners
Curating
Know what
decision
makers
DON’T need
or want
Curating
is identifying
WHAT should
be delivered
and HOW
it should b...
Socializing
No
Surprises!
Know HOW
so decision makers
can
to deliver insights
ACT
Seven
key insights
Demands
for more
actionable
insights
The need
for speed
is intense
Know what
decision
makers
DON’T
need...
Four
learnings
from fast turn
research
Fast,
Reliable,
and Fun
work
Humor is
expected
Don’t
make it
complicated
Keep the
m...
Thank you
Brooke Shafer – AT&T Mobility
Mike Mabey – SKIM
m.mabey@skimgroup.com
Reducing Time to Insight: Creating, Curating, and Socializing Insights in a Time Compressed World
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Reducing Time to Insight: Creating, Curating, and Socializing Insights in a Time Compressed World

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Information and insight are fungible commodities. You are facing a deluge of data while the time available to understand and leverage it is plummeting.There is a huge pressure to deliver actionable insights fast, because decision makers need to act and have no time and very limited bandwidth for details. No one has time to read, assimilate, and act on long reports.

We have seen research timelines move from 14 weeks to 8 weeks to 1 week. And speaking of reports, we have moved from 200 page word reports to 200 slide reports to 12 slide reports. We need extremely targeted insights delivered in extremely short timelines. So the question is: how do you get faster, more actionable, insights?

We tell you how we built an ecosystem that is optimized to capture and deliver high impact insights very quickly. In this ecosystem, timeliness is an integral part of insights because they are only useful if received within a narrow range of times. In order to deliver insights that are actionable and timely, you must optimize the system, process, and delivery vehicle for the critical insights needed for decision making.

This is like a Next Gen version of Just in Time manufacturing process, only it is for information and insights.

http://www.skimgroup.com/skim-and-att-at-foci-2014

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Reducing Time to Insight: Creating, Curating, and Socializing Insights in a Time Compressed World

  1. 1. Creating, Curating, & Socializing Insights in a Time Compressed World Brooke Shafer @SKIMgroup Mike Mabey
  2. 2. 1st phone Touch phone Rotary phone Internet Rapid Innovation PhaseTelephone Technology Network Technology Fax WWW 1876 201420072003196319421919 1969
  3. 3. 2013 Advertising CampaignsJan Dec With Rapid Innovation, Comes Rapid Communication
  4. 4. Our most precious commodity TIME
  5. 5. No one has time. Hyper- competitive world Fast changing Extremely targeted insights Extremely short timelines
  6. 6. An optimized ecosystem with the explicit end goal to deliver decision-making insights HOW?
  7. 7. It isn’t about conducting research
  8. 8. It is an insights ecosystem CREATING CURATING SOCIALIZING
  9. 9. Getting awareness, buy in, support and action for specific insights Bringing order, clarity, and context to the insights Optimize teams, processes needed and NOT needed to deliver insights CREATING CURATING SOCIALIZING
  10. 10. Case study The Kids Campaign
  11. 11. Creating The Team A seamless team of experts Ad agency Media agency AT&T Advertising AT&T Marketing Retail stores SKIM
  12. 12. Creating Think ‘Lean’ Seamless Transparent
  13. 13. Creating Standardize Templates are your friend Eliminate Standardize Trust your partners
  14. 14. Curating Know what decision makers DON’T need or want Curating is identifying WHAT should be delivered and HOW it should be delivered to inspire
  15. 15. Socializing No Surprises! Know HOW so decision makers can to deliver insights ACT
  16. 16. Seven key insights Demands for more actionable insights The need for speed is intense Know what decision makers DON’T need Know HOW to deliver insights It’s about INSIGHTS The right team is critical Don’t be afraid to innovate
  17. 17. Four learnings from fast turn research Fast, Reliable, and Fun work Humor is expected Don’t make it complicated Keep the message relevant
  18. 18. Thank you Brooke Shafer – AT&T Mobility Mike Mabey – SKIM m.mabey@skimgroup.com

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