This document discusses big data and its application for customer leadership. It notes that while big data is widely discussed, few organizations truly understand how to implement it. It also outlines some key statistics on the growth of data, including that there will be 21 billion connected devices by 2020. The document argues that customer data and insights are shifting from basic demographic data to actual behavioral data captured through digital activities and transactions. It stresses that organizations need to ensure their data provides a rich understanding of customers rather than just internal business processes. Overall, the document advocates that leaders develop a deep understanding of customers through big data to guide business strategy and decisions.

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big data & its application
customer leadership
mick yates / LeaderValues / Starcount
Visiting Professor, University of Leeds

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“Big Data is like teenage sex;
everyone talks about it, nobody
really knows how to do it, everyone
thinks everyone else is doing it, so
everyone claims they are doing it.”
Dan Ariely, Duke University Director of the Center for Advanced
Hindsight
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5 exabytes
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DOMO/Inc.com
60 seconds
volume

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Smartinsights.com
content
60 seconds

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internet of things
21 billion connected devices in 2020
Gartner, 2015

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• IoT is consumer-based -13.5 billion devices in 2020
– controlling home systems
– health indicators
• industrial IoT - 7.2 billion devices in 2020
– monitoring, nedical, control, safety, reliability,
operations
– Smart Cities
individual IoT versus industrial IoT

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120
exabytes
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2020 forecast

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Gartner / IBM

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tiny data + unstructured data = big data
=

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the technology to develop insight
is hard but manageable and
cheap …
… the real issue is DOING
something about the insight
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innovation
networks
strategy one

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seekers and solvers
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customer
centricity
strategy two

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market push

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customer “pull”

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1955 19851965 1975 20151995 2005
social
class
ab
c1
c2
de
you are the
job you do
geodemo-
graphics
Acorn
Mosaic
you are
where
you live
lifestyles
lists
ndl
guarantee
cards
you are what
you say
customer
data
Tesco
Amex
Visa
Amazon
you are what
you buy
big data
social media
digital media
mobile
behaviours
browsing
behaviour
you are what
you are
passionate
about
“claimed & demographic data” “actual & behavioural data”
cost per terabyte of storage
not possible $105mill $1,125,000 $500 $30
timeline of customer insights
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a fair exchange
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the customer “data journey”

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is your data rich enough?
… most businesses suffer from the “long tail”, and internal data doesn’t
cut it
does your data measure your customer or your business
processes?
… often your data reflects what you do, not what your customer does
are you trapped in a legacy of current models?
… they work and limit risk, but don’t build a better business
do your “privacy fears” and 1-2-1 matching paralyse your
use?
… the right answers are often in aggregated results and
“external” datado you see data as a digital-only play?
… customer shopping journey has changed – and they will engage both on
and offline
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Supermarkets
Debit/ Credit Cards
Social media
Fast Food
Mobile Phone
Most Retail
Most Business
is your data rich enough?
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social
customer
market
personal, market & global data

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customer leadership

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you
OWN
all of
YOUR
data

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be cool, not creepy

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governance

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the management job is not be an
expert in the tech of Big Data…
… it’s to understand the business,
and then know what questions to
ask
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mick yates
www.mickyates.com
www.leader-values.com
www.starcount.com