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Six Business Models Based on Data

Slides of the course on big data by Clement Levallois from EMLYON Business School. For business students. Check the online video connected with these slides. -> An exploration of 6 types of business models that use data differently as an engine to create value.

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MK99 – Big Data 1 
Big data & cross-platform analytics 
MOOC lectures Pr. Clement Levallois
MK99 – Big Data 2 
6 families of business models centered on data 
• 
Not a closed list, not a recipe! 
• 
Helpful toolkit for brainstorming on data for business
MK99 – Big Data 3 
Data: the many roads to value creation 
1. 
Creating data, selling data 
2. 
Gathering data, selling ads 
3. 
Gathering data, selling predictive analytics 
4. 
Adding data goodness to products 
5. 
Adding data goodness to existing services 
6. 
Creating new services enabled by data mining
MK99 – Big Data 4 
1. Gathering data, selling data 
• 
When selling data itself is the value proposition 
– 
Thomson Reuters selling data from finance, scientific research, medicine and news 
– 
Nielsen selling market data 
– 
Twitter selling tweets through affiliated partners (GNIP and DataSift) 
– 
Meteo France selling meterological data 
– 
Orange (French Telecom company) can sell info to cities about car traffic and flows of tourists in public places (museums…) based on the (anomymized) geolocalisation of tourists mobile phones. 
– 
ImDB or Allocine which sells to analysts data about movie previews (which one are watch most often?)
MK99 – Big Data 5 
2. Gathering data, selling ads 
Facebook, Yahoo, Microsoft, Google, LinkedIn, Twitter, etc: using data from our profiles, queries and social networks to offer ad targeting services.
MK99 – Big Data 6 
3. Gathering data, sell predictive analytics 
• 
Tilkee: predicts the success of a commercial action based on history of email attachment usage patterns 
• 
Visa: predicts credit score based on individual history of bank account balance / purchases 
• 
PredPol: predicts occurrence of crime based on past history of crimes. 
• 
InfraTest: predicts the success of a new product concept based on a database of 100,000+ tests of concepts.
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Six Business Models Based on Data

  • 1. MK99 – Big Data 1 Big data & cross-platform analytics MOOC lectures Pr. Clement Levallois
  • 2. MK99 – Big Data 2 6 families of business models centered on data • Not a closed list, not a recipe! • Helpful toolkit for brainstorming on data for business
  • 3. MK99 – Big Data 3 Data: the many roads to value creation 1. Creating data, selling data 2. Gathering data, selling ads 3. Gathering data, selling predictive analytics 4. Adding data goodness to products 5. Adding data goodness to existing services 6. Creating new services enabled by data mining
  • 4. MK99 – Big Data 4 1. Gathering data, selling data • When selling data itself is the value proposition – Thomson Reuters selling data from finance, scientific research, medicine and news – Nielsen selling market data – Twitter selling tweets through affiliated partners (GNIP and DataSift) – Meteo France selling meterological data – Orange (French Telecom company) can sell info to cities about car traffic and flows of tourists in public places (museums…) based on the (anomymized) geolocalisation of tourists mobile phones. – ImDB or Allocine which sells to analysts data about movie previews (which one are watch most often?)
  • 5. MK99 – Big Data 5 2. Gathering data, selling ads Facebook, Yahoo, Microsoft, Google, LinkedIn, Twitter, etc: using data from our profiles, queries and social networks to offer ad targeting services.
  • 6. MK99 – Big Data 6 3. Gathering data, sell predictive analytics • Tilkee: predicts the success of a commercial action based on history of email attachment usage patterns • Visa: predicts credit score based on individual history of bank account balance / purchases • PredPol: predicts occurrence of crime based on past history of crimes. • InfraTest: predicts the success of a new product concept based on a database of 100,000+ tests of concepts.
  • 7. MK99 – Big Data 7 4. Adding data goodness to products – Babolat connected tennis rackets: improve your game – Withings body scale, watch etc: track your well being – Nest thermostat: regulate your energy consumption – Drinking cups – Google car: let it drive for you, have a safer trip Vessyl
  • 8. MK99 – Big Data 8 5. Adding data goodness to existing services (incremental innovation) – ABN AMRO (Dutch bank) and its online banking service helping customers benchmark their expenses against a similar, average household – Amazon shopping experience with ratings, comments and product recommendations. – KLM Meet & Sit: connect to Facebook or LinkedIn to choose a sit next to somebody you’d like to meet
  • 9. MK99 – Big Data 9 6. Creating new services enabled by data mining (disruptive innovations) Disruptive: because they put non-data intensive services at risk of becoming obsolete! – Crowd-sourced apps like Waze or Coyote replacing static navigation systems? – Uber replacing cabs? –MOOCs replacing in-class lectures in universities? –Building Information Modeling (BIM) replacing non data-intensive planning systems for building? –Algorithms + data replacing manual trading on the stock market, automatizing the market for ad placement, optimizing energy consumption at the household level, replacing brick-and-mortar travel agencies by online platforms, …
  • 10. MK99 – Big Data 10 This slide presentation is part of a course offered by EMLYON Business School (www.em-lyon.com) Contact Clement Levallois (levallois [at] em-lyon.com) for more information.