This document discusses how companies can use data and analytics to gain competitive advantages. It introduces the concept of "Code Halos" which represent the data generated from people, organizations, products and processes. This data contains insights that companies can use to better understand customers, partners, products and employees. The document presents examples of how analyzing Code Halos can improve business outcomes like increasing revenue, customer satisfaction and operational efficiencies. It also describes a platform called BigDecisions that Chief Data Officers can use to acquire, manage and analyze all types of data to drive business transformations and deliver analytics applications.

1. Data to Decisions:
Use Data to design a Competitive
Advantage
Badhri Krishnamoorthy
Global Head, Marketing & Alliances, Enterprise Information Management

2. | ©2014, Cognizant
Cognizant
From a captive arm to a market leading Global Services Providers
1197+ active customers
$8.84Billion
2013
171,400+
Employees Globally
12,000+
Projects in 40
countries
25+ Regional Sales Offices
50+ GlobalDelivery Centers
NorthAmerica 77.6%
Europe 17.9%
Rest of World4.6%
Financial Services: 42.0%
Healthcare: 25.6%
Retail,Manufacturing& Logistics:
21.1%
20.4%
$10.3Billion
2014 (Guidance)
16.5%
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Emergence of Chief Data Officers
Learning from the history
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Johannes Kepler(1571-1630) Tycho Brahe (1546-1601)

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Business Leaders – Today & Tomorrow
Businesses that understand the meaning and impact of data have
flourished
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and those
which did not
have
perished…
`

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Success lies in effective use of Data Assets
Today many of the enterprise are…
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Data Rich
Information Poor
Insights Starved

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Introducing Code Halos™
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Code Halos™
Data, devices and interactions surrounding all of us
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Code Halo™ /kohd hey-loh/.noun
The information that surrounds
people, organizations, processes
and products
Code Halo™

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Personal Code Halos
Making meaning from digital footprints
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A storyline is being
written for those who
can read it and act
A company that knows
my Halo knows my
habits – and can be
my partner
Data, devices and
interactions are
creating “Code Halos”
that surround all of
us, describing our
lives and habits

9. | ©2014, Cognizant
Code Halos Reshape the Enterprise
Code Halos are empowering today’s businesses
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Employees
Products,services,
institutional knowledge
poweredby big data…
Products
Products usage,feature
preferences,service
requirement…
CODE
HALOSTM
The data that accompanies
people, organizations,
devicesetc... contains a
richnessof potential
businessmeaning
Partners
Demandtrends,
servicing needs, stock
information,delivery
challenges…
Customers
Past buys, searches,
history,preferences,
location,family,friends…

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Code Halos Collide
The ignition that catalyzes new opportunities
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CREATE CUSTOMER CODE HALOS
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Flight Info Duty Free
Customer and Product Code Halos
Increase Revenue & Customer Satisfaction
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Improve customerprofile
base by 50%
Improve revenue from
rewards programby 30%
Improve customer
satisfactionscoreby 20%
 While passengers use the application,the airport is able to capture needs, intents etc…
 By analyzing the passengers Code Halo,airport services cancreate a 1:1 experience.Forexample,Duty Free
shops cansuggest offers basedonpassengers previous buys.
 Social component allows these services to be extendedina meaningful way.
 Passengers canuse the mobile app to navigate the hustle and bustle of the airport.

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CREATE PRODUCT CODE HALOS
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Product and Employee Code Halos
Improve product efficiency
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Reduce maintenancecost by
20%
Reduce fuel expenses by
15%
Improve fleet utilization by
30%
Driver : Abbey Rhode
Heading : Westminister
Speed : 30 kmph
Driving score : Normal mode
Fuel gauge : 10% (100 m to
closest fuel
station)
Maintenance
beacon : Green
Driver : James Patterson
Heading : London Eye
Speed : 55 kmph
(warning)
Driving score : Eco mode
Fuel gauge : 40%
Maintenance
beacon : Red
Driver : John Nash
Heading : Piccadilly
Circus
Speed : 40 kmph
Driving score : Eco mode
Fuel gauge : 85%
Maintenance
beacon : Yellow
 Data capturedby sensors canbe actively trackedthroughthe mobile app.
 The mobile apps provides fleet managers anddrivers with informationsuchas driving behaviorandvehicle
maintenance information.
 Data is uploadedto the cloudusing mobile networks allowingfleet managersaccess to the informationfrom
anywhere.
 By applying analytics over the informationfleet managers cancontinuously optimize fleet operations.

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CREATE PARTNER CODE HALOS
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Partner and Customer Code Halos
Grow the business
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Improve lead info
captureby 75%
Increase lead
conversionby 10%
Improve prospect
info capture by 75%
Increase portfolio
size by 20%
 Get insights fromdiscussions betweenagent andcustomer.
 Mobile app reduces the paperwork foragents improvingtheirproductivity.
 Mobile app helps agents demonstrate policy merits better.
 By capturing 3rd party agent activities onthe fieldthrough the mobile app and analyzingthem, the company
is cluedinto customers needs andagents challenges enabling them to bring to 1:1 experiences to life.

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Increasing expectations from CDOs
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Sophisticated BI &
Analytics
Leverage
Universal Data
Chooseproven
Technologies
Agility for
Business Change
Easy to Build and
Manage
Needto spend time on
BI & Analytics,where it
matters most (not on
building infrastructure)
Manage all-
structures of data
(Universal Data
Management)
Deliver Subject
Areas in days &
weeks,not in
months oryears
Faster business
value realization
with provenset of
technology options
Install,Configure
& Customize,
don’t develop

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BigDecisions Business Solution Platform
A new paradigm for seamless, end-to-end information
management & analytics value
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Robust Core Platform
Acquire, Manage and Use
Any-Data
Rapid Value Delivery
Flexible, Agile & Economical
Relevant Business Apps
Intuitive, focused and bite-
size BI & Analytics

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In Summary
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CDOs to drive organizations’ transformation for embracing Universal Data
BigDecisions Business Solution Platform: a Platform based approach to
Universal Data Management with a Suite of business ready analytical apps

Enterprise halos to reshape businesses, & create value


20. | ©2013, Cognizant
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Explore the Future of Work at:
www.unevenlydistributed.com
BigDecisionsTM Business SolutionPlatform
http://www.cognizant.com/enterprise-analytics/big-data
Thank You