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Revolutionizing Decision
Making: How the Analyst
will take over Business
Decisions
Natalie Kortum
Marketing Land Summit Ma...
Big Data will change analytics
forever.
@NatalieKortum
Big Data started with…
@NatalieKortum
Web Analytics
Data
MathModeling
Machine
Learning
Business
Decision
Making
@NatalieKortum
Reporting/Trends
KPICreation
BusinessIntelligen...
5 Confidential 3/10/2014
Politics of Big Data
What good is the perfect analysis that never
impacts business decision makin...
6 Confidential 3/10/2014
Successful Ongoing Analytics
1. Meet a strategic business need.
2. Explain the analytics in a way...
Tips for communicating Analysis
• Walk a mile in their shoes.
• Run your presentation past a nontechnical supporter.
– Pre...
Data
MathModeling
Machine
Learning
Business
Decision
Making
@NatalieKortum
Reporting/Trends
KPICreation
BusinessIntelligen...
History Lesson:
Pricing
Pricing
@NatalieKortum
Non Technical Business
Decision Maker
Sure, it’s worth testing
@NatalieKortum
Non Technical Business
Decision Maker
Sure, it’s worth testing
Implement but I approve
@NatalieKortum
Non Technical Business
Decision Maker
Sure, it’s worth testing
Implement but I approve
Implement but you approve
@NatalieK...
Non Technical Business
Decision Maker
Sure, it’s worth testing
Implement but I approve
Implement but you approve
Automate ...
Machine Controlled Pricing soars to $2 M for book
Source: michaeleisen.org/blog/?attachment_id=368
@NatalieKortum
Non Technical Business
Decision Maker
Sure, it’s worth testing
Implement but I approve
Implement but you approve
Automate ...
You are the
expert in this
decision, I’ll give
context
Non Technical Business
Decision Maker
@NatalieKortum
What’s in the future?
@NatalieKortum
Revolutionizing Decision
Making: How the Analyst
will take over Business
Decisions
Natalie Kortum
Marketing Land Summit Ma...
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Revolutionizing Decision Making - How The Analyst Will Take Over Business by Natalie Kortum of Humana

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Marketingland.Com Digital Summit Session #Smx #Ms3 - Revolutionizing Decision Making: How The Analyst Will Take Over Business Presentation By Natalie Kortum @Nataliekortum Of Humana

watch the video of this presentation here:
http://marketingland.com/video-slideshow-analyst-will-take-business-79206

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Revolutionizing Decision Making - How The Analyst Will Take Over Business by Natalie Kortum of Humana

  1. 1. Revolutionizing Decision Making: How the Analyst will take over Business Decisions Natalie Kortum Marketing Land Summit March 2014
  2. 2. Big Data will change analytics forever. @NatalieKortum
  3. 3. Big Data started with… @NatalieKortum Web Analytics
  4. 4. Data MathModeling Machine Learning Business Decision Making @NatalieKortum Reporting/Trends KPICreation BusinessIntelligence DataExploration Acceptance
  5. 5. 5 Confidential 3/10/2014 Politics of Big Data What good is the perfect analysis that never impacts business decision making? @NatalieKortum
  6. 6. 6 Confidential 3/10/2014 Successful Ongoing Analytics 1. Meet a strategic business need. 2. Explain the analytics in a way business (non-technicals) can understand. 3. Demonstrate ROI. (Stronger results than tribal knowledge and worth the investment dollars to build analysis.) @NatalieKortum
  7. 7. Tips for communicating Analysis • Walk a mile in their shoes. • Run your presentation past a nontechnical supporter. – Pretend your audience is your 10 year old nephew or mother. – Only two minutes (and no more!) to explain your methodology. – Use Analogies! • Create proof points for your techniques – Execs who have used this approach. – Companies/markets using this approach. – Respected PhD or Tech person they trust to back the approach. • Watch the assumptions. – Choose only two or three if you must that might be highly suspect. @NatalieKortum
  8. 8. Data MathModeling Machine Learning Business Decision Making @NatalieKortum Reporting/Trends KPICreation BusinessIntelligence Acceptance
  9. 9. History Lesson: Pricing Pricing @NatalieKortum
  10. 10. Non Technical Business Decision Maker Sure, it’s worth testing @NatalieKortum
  11. 11. Non Technical Business Decision Maker Sure, it’s worth testing Implement but I approve @NatalieKortum
  12. 12. Non Technical Business Decision Maker Sure, it’s worth testing Implement but I approve Implement but you approve @NatalieKortum
  13. 13. Non Technical Business Decision Maker Sure, it’s worth testing Implement but I approve Implement but you approve Automate and you monitor @NatalieKortum
  14. 14. Machine Controlled Pricing soars to $2 M for book Source: michaeleisen.org/blog/?attachment_id=368 @NatalieKortum
  15. 15. Non Technical Business Decision Maker Sure, it’s worth testing Implement but I approve Implement but you approve Automate and you monitor @NatalieKortum
  16. 16. You are the expert in this decision, I’ll give context Non Technical Business Decision Maker @NatalieKortum
  17. 17. What’s in the future? @NatalieKortum
  18. 18. Revolutionizing Decision Making: How the Analyst will take over Business Decisions Natalie Kortum Marketing Land Summit March 2014

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