The document discusses using analytics to gain insights from raw data and maximize value. It provides examples of how Britney Spears employed analytics through questionnaires of fans to determine the best locations for future shows and gauge reactions to her album. It also describes how capturing an aide of assassins who contacted the killers two months ago could provide clues like photos to identify the assassins and prevent harm through analyzing cell phone records and contacts. The document advocates using social media analytics to personalize ads and learning based on target audiences to determine who is smarter and provide the best coaching.

1. Analytics
Adding life to lives
Suresh Mandia

2. Who is smarter? Who will impress?
Raw Data
Value out of the data

3. Form is more important than content.
I am so handsome !
Ready to kiss ?

4. Who employ analytics to use
Britney Spears
SPG

5. Britney Spears
Questionnaire
Who are her fans
Where are they located ?
Where to conduct the next
show ?
Are people happy with her
album?
Resultant
How to increase all the factors

6. Assassination
Clue
• An aide of the killer group is
captured at 11 A.M in the
morning.
• The PM to address nation at
12 noon.
• The aide has three cell sim
and he contacted the
assassin 2 months ago.
Find Assassin photo

7. Marketing
Twitter
• Target audience.
• Ads based on it.
Facebook

8. Who is more intelligent ?
Personalized learning
Personalized coaching