Presentation about how data can and should not be used with a great example on Morton's Steakhouse.

1. USE REAL
WORLD
DATA
REAL
WORLD
SOLUTIONS
TO
CREATE
@isentia / #pria2014

2. 72%
OF PEOPLE
ARE FOOLED BY
STATISTICS
63%
OF STATISTICS
ARE MADE UP
ON THE SPOT
YET
Use real world data to create real world solutions / @isentia / #pria2014

3. HOW DO
WE USE
DATA NOW?
Use real world data to create real world solutions / @isentia / #pria2014

4. 51%PRINCIPAL USE OF DATA
IS TO INFORM FUTURE
PLANS AND STRATEGIES
HOW DO
WE USE
DATA NOW?
HOTWIRE, MARKETING MAGAZINE, SEPTEMBER 2014
Use real world data to create real world solutions / @isentia / #pria2014

5. 51%PRINCIPAL USE OF DATA
IS TO INFORM FUTURE
PLANS AND STRATEGIES
80%EFFECTIVELY USE
DATA AND INSIGHTS
TO INFORM STRATEGY
AND PLANNING
HOW DO
WE USE
DATA NOW?
HOTWIRE, MARKETING MAGAZINE, SEPTEMBER 2014
Use real world data to create real world solutions / @isentia / #pria2014

6. HOW DO
WE USE
DATA NOW?
51%PRINCIPAL USE OF DATA
IS TO INFORM FUTURE
PLANS AND STRATEGIES
80%EFFECTIVELY USE
DATA AND INSIGHTS
TO INFORM STRATEGY
AND PLANNING
5%FELT THEIR ORGANISATION
IS EQUIPPED TO EXTRACT
MEANINGFUL INSIGHTS
FROM THE DATA
IT COLLECT
HOTWIRE, MARKETING MAGAZINE, SEPTEMBER 2014
Use real world data to create real world solutions / @isentia / #pria2014

7. 7000
16/4/2014 17/4/2014 18/4/2014
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MASS AND SOCIAL
MEDIA VOLUME
(Hourly over 2 days, 16-17 April 2014)
Mass
Social
BARRY O’FARRELL’S
RESIGNATION
Use real world data to create real world solutions / @isentia / #pria2014

8. MASS AND SOCIAL
MEDIA VOLUME
(Hourly over 2 days, 15-16 April 2014)
Mass
Social
0
50
100
150
200
250
300
350
400
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1:00am
2:00am
3:00am
4:00am
5:00am
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15/4/2014 16/4/2014 17/4/2014
COMMONWEALTH
BANK OUTAGE
Use real world data to create real world solutions / @isentia / #pria2014

9. JUST BECAUSE
SOMEONE PROVIDES YOU
WITH NUMERIC RESULTS,
DOES NOT MEAN THEY ARE
SIGNIFICANT, OR THAT YOU
SHOULD RELY ON THEM TO
MAKE A DECISION
DARREN WOOLLEY, 19 NOVEMBER 2014
Use real world data to create real world solutions / @isentia / #pria2014

10. MORTON’S STEAKHOUSE
PATRON PETER SHANKMAN
JOKINGLY ASKED OVER
TWITTER IF THE RESTAURANT
CHAIN COULD MEET HIM
WITH A PORTERHOUSE STEAK
WHEN HE LANDED FROM AN
INTERSTATE FLIGHT...
THEY DID
Use real world data to create real world solutions / @isentia / #pria2014

11. TO ACTUALLY
GET IT DONE,
MORTON’S...
SOURCE: DOUG LANEY, GARTNER
Use real world data to create real world solutions / @isentia / #pria2014

12. TO ACTUALLY
GET IT DONE,
MORTON’S...
SOURCE: DOUG LANEY, GARTNER
HAD TO SEE THE TWEET;1
Use real world data to create real world solutions / @isentia / #pria2014

13. TO ACTUALLY
GET IT DONE,
MORTON’S...
SOURCE: DOUG LANEY, GARTNER
HAD TO SEE THE TWEET;1
THEN DISCOVERED PETER WAS A FREQUENT
CUSTOMER (AND FREQUENT TWEETER);2
Use real world data to create real world solutions / @isentia / #pria2014

14. TO ACTUALLY
GET IT DONE,
MORTON’S...
SOURCE: DOUG LANEY, GARTNER
HAD TO SEE THE TWEET;1
THEN DISCOVERED PETER WAS A FREQUENT
CUSTOMER (AND FREQUENT TWEETER);2
PULLED THE DATA ON WHAT PETER
TYPICALLY ORDERED,3
Use real world data to create real world solutions / @isentia / #pria2014

15. TO ACTUALLY
GET IT DONE,
MORTON’S...
SOURCE: DOUG LANEY, GARTNER
HAD TO SEE THE TWEET;1
THEN DISCOVERED PETER WAS A FREQUENT
CUSTOMER (AND FREQUENT TWEETER);2
PULLED THE DATA ON WHAT PETER
TYPICALLY ORDERED,3
WORKED OUT WHICH FLIGHT HE WAS ON;
AND ONLY THEN4
Use real world data to create real world solutions / @isentia / #pria2014

16. TO ACTUALLY
GET IT DONE,
MORTON’S...
SOURCE: DOUG LANEY, GARTNER
HAD TO SEE THE TWEET;1
THEN DISCOVERED PETER WAS A FREQUENT
CUSTOMER (AND FREQUENT TWEETER);2
PULLED THE DATA ON WHAT PETER
TYPICALLY ORDERED,3
WORKED OUT WHICH FLIGHT HE WAS ON;
AND ONLY THEN4
SENT A TUXEDO-CLAD WAITER TO SERVE
HIM HIS DINNER.5
Use real world data to create real world solutions / @isentia / #pria2014

17. TO ACTUALLY
GET IT DONE,
MORTON’S...
SOURCE: DOUG LANEY, GARTNER
IS YOUR
ORGANISATION/
CLIENT
EVEN CAPABLE
OF SOMETHING
LIKE THIS?
HAD TO SEE THE TWEET;1
THEN DISCOVERED PETER WAS A FREQUENT
CUSTOMER (AND FREQUENT TWEETER);2
PULLED THE DATA ON WHAT PETER
TYPICALLY ORDERED,3
WORKED OUT WHICH FLIGHT HE WAS ON;
AND ONLY THEN4
SENT A TUXEDO-CLAD WAITER TO SERVE
HIM HIS DINNER.5
Use real world data to create real world solutions / @isentia / #pria2014

18. Use real world data to create real world solutions / @isentia / #pria2014

19. @isentia / #pria2014