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Digital Analytics 4.0: Are You Ready?
Neil Mason
Digital Transformation Lead
Accenture Digital
Director Emeritus DAA
n.mason@accenture.com
Digital Analytics: 1.0
Digital Analytics: 2.0
Digital Analytics: 3.0
Digital Analytics: 3.0
Digital Analytics: 4.0
Digital Analytics
The Physical gets Digital
Source: Walkbase
Source: Euclid Analytics
The Physical gets Digital
Digital is Everywhere
More digital means more data but…
…it also now means greater governance
Right
to…
Be Informed
Access
Rectification
Deletion
Restrict
Processing
Data
Portability
Object
Not to be
profiled
Privacy Data
By Design
Digital Analytics
Descriptive
“What happened?”
Predictive
“What might happen?”
Digital
Analytics
Predictive
Analytics
Descriptive Predictive
Digital
Analytics
Predictive
Analytics
Predictive
Descriptive
“What happened?”
Predictive
“What might happen?”
Prescriptive
“What should I do?”
Simulation &
Optimisation
Predictive
Analytics
Prescriptive
Data
Insight
Action
10% discount
offer
30 days before
expiry
Contact by email
Anna has a high
propensity to
churn…
“Do something!”
Repeat via SMS
after 5 days
“Do this…”
1. It involves little physical contact or manipulation of things
2. It involves answering data dependent questions
3. It involves quantitative analysis
4. Consistent performance is critical to your role
5. It involves the creation of data-based narratives
6. There are well defined rules for performing the work
Your job is due to be automated if:
Source: Only Humans Need Apply: Winners and Losers in the Age of Smart Machines by Thomas H. Davenport and Julia Kirby
Digital Analytics: 4.0
What does this
mean for us?
Digital Analytics: 1.0
Digital Analytics: 2.0
Digital Analytics: 4.0
Digital Analytics: 3.0
Technician
Reporter
Analyser
??
Data
Insight
Action
Outcomes
Digital Analytics
What does digital mean
in the digital age?
What happens when the
machines take over?
Merci ☺

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