Big Data has failed to deliver on its promise because decision-makers and technical practitioners aren't speaking the same language. Cryptic data outputs have to be translated into simple strategy recommendations to turn this trend around.

1. How to Speak Human:
Turning Big Data Insights into
Actionable Business Strategy
Intermountain Big Data Conference 2015
www.emperitas.com / 801.810.5869 / 4609 South 2300 East Suite 204, Holladay, UT 84117

2. Hi, I’m Luciano Wheatley Pesci…
Founder & Director, Utah Community Research Group (UTAHCRG), Univ. of Utah
• Teach microeconomics, statistics, applied research & data analytics, and American
economic development & history
Co-Founder and CEO, EMPERITAS
• Economic artificial intelligence that helps tech companies beat their competitors through
profit acceleration
2

3. My Basic Argument Today
• Failure Everywhere: 50% of the ongoing Big Data projects are
destined to fail
• Start With Strategy: Successful projects start with a clear strategy
and the support of the entire organization
• Add Primary Research: Big Data insights are too cryptic for decision-
makers, they need to understand the human behavior behind the data
• Have a Conversation: Effective data scientists turn complex results
into bite-sized insights that inform the original strategy through
conversations
3

4. Failure Everywhere

5. Half of Big Data Projects Will Fail
• “I predict half of all big data projects will fail to deliver against their expectations.”
–Bernard Marr, Forbes (May 2015)
• Organizations lack data culture: no overall data strategy, unclear goals
and expectations when hiring data talent
• Data and insights isolated by department (siloed)
• Results are too complicated for decision-makers
to understand (analysis paralysis)
5

6. • Everything will be connected. Everything.
• It will allow you to quantifying the
previously unquantifiable
• Requires “Big Theory” to turn
data into organizational sucess
• 60% of organizations will NOT
survive the Datapocalypse
It’s Gonna Get Worse: The Coming Datapocalypse
6

7. Start With Strategy

8. Call a Kickoff Meeting
• You’re in a unique role to bridge departmental
divides because of your connection to the data
• Talk with all stakeholders (middle managers,
analysts, etc) not just DMs
• Vet problems by using the 80/20 rule
• Identify overlapping needs and opportunities (there
will be many)
8

9. Get Everyone On The Same Level
• Bring everyone together to set goals for the
project
• Ask how stakeholders and DMs will use the
information once they have it
• Agree on how project “success” will be
measured
• Publically assign roles & responsibilities,
timelines, and milestones
9

10. Add Primary Research

11. Start Small with Secondary Research & Qualitative Insights
• You rarely have to start from scratch. Rely on secondary
research to start your project
• Conduct expert interviews inside and outside your
organization to piggyback on existing knowledge
• Use qualitative methods such as depth-interviews and focus
groups with relevant customers/users
• Summarize findings and make recommendations to
stakeholders and DMs before moving into quantitative phase
of research
11

12. Expand to QuantitativePrimary Research
• Quantitative doesn’t have to mean big, expensive, or long
• Approach research in sprints (two weeks) and be ready to
change direction as needed
• Don’t wait months and months for a big “reveal.”
Keep organization regularly updated as findings
are coming in
• Always focus on the human component of the
research and use experimental designs
12

13. Fuse What You Know With What You Have
• Combine secondary research, qualitative, and quantitative research findings with your
Big Data analysis to form a complete model using more (and better) data
• Run simulations based on the strategy goals you identified early on so
you’re prepared to guide conversations when you present findings
• Reduce complex relationships and differences into
their simplest form and use visuals heavily
13

14. Have a Conversation

15. Communication Will Be The Key
• Surprise! People who are good with numbers/computers are
rarely good at communicating in simple terms. It’s a skill that can,
and must, be learned if the results are going to be used
• Gather everyone in person to deliver small insights and
recommendations, guide the conversation with what you’ve
prepared
• Don’t think of it as a single-shot presentation. Instead, schedule
time for stakeholders and DMs to sit with the findings then meet
again to discuss next steps
• Revise, Revisit, Repeat
15

16. Let’s talk…

17. Thank you for having me!
luciano@emperitas.com / www.emperitas.com / 801.810.5869 / 4609 South 2300 East Suite 204, Holladay, UT 84117