IDEQ questioned the assumption that children's toothbrushes should be smaller. Data from field research found children lacked dexterity and gripped toothbrushes in fists, necessitating a wider design. This re-invented the product and gave IDEO an 18-month market lead. Oreo proactively monitored the Super Bowl and responded on social media during a blackout. This boosted its presence with over 15,000 retweets and new followers. Data-driven decision making is evolving through analytics use. Leading organizations adopt strategies like benchmarking and customization to create "analytics ecosystems" and timely, improved decisions.

2. “
It ain't what you don't know that
gets you into trouble. It's what you
know for sure that just ain't so.!
!
- Mark Twain
Library of Congress, Circa 1907
“

3. Welcome to the age of data. No matter
your interests (sports, movies, politics),
your industry (finance, marketing,
technology, manufacturing), or the type of
organization you work for (big company,
nonprofit, small start-up)—your world is
awash with data.!
!
!
- Thomas Davenport
“tomdavenport.com

4. Too many businesses are run on:
GUESSES
INERTIAAssumptions

5. LACK OF
INFORMED
DECISIONS
This view is limiting, challenging
and creates a spiral effect due to

6. Lack of Integrated
Knowledge Systems
CUSTOMERS
Revenue
Wrong decisions lead to LOST
&

7. LESSONS
FROM
2007:Using Data to Challenge
Assumptions in the
Housing Market

8. John Paulson
AGAINST
BUBBLE
the subprime mortgageBET
The New York Times
found anomalies
in the data and

9. *Wikipedia
Overview: Paulson discovered an anomaly in the data and
expected a market correction.
Data Finding: He organized a fund to bet against the subprime
mortgage bubble, despite prevailing assumptions that the
market was favorable.
Result: Paulson’s keen data insight was proven upon the
collapse of the market, and has been called “the greatest trade
ever.”

10. Sometimes, instincts and
assumptions are completely
INCORRECTHOW USAGE DATA TURNED
THE TOOTHBRUSH INDUSTRY
ON ITS HEAD

11. ideo.com
I D E O a n d O r a l B
CHALLENGEDtheindustryassumption
BIGGER
THEY MADE THEM
that children are smaller people so
they need smaller toothbrushes.
Based off
usage data
g a t h e r e d
i n f i e l d
r e s e a r c h
findings,

12. *ideo.com
Overview: IDEO questioned the market assumption that a
children’s toothbrush should be smaller.
Data Finding: By gathering usage data on how children
actually use a toothbrush, they found that young children
lacked the dexterity of adults and tended to grip a toothbrush in
their fist, necessitating a chunkier, wider design.
Result: The new take on an old product re-invented it, giving
them an 18-month market lead in design.

13. flickr.com/photos/zeitzeph/6752464457
Balancing
DATA
with
INSTINCTSKNOWING YOUR CUSTOMERS

14. flickr.com/photos/zeitzeph/6752464457
!
took
PROACTIVE
INNOVATION
Wit
to reach them
at the perfect
moment
OREO
,
&
Wikimedia Commons/ Robbgodshaw
!
steps to KNOW its customers!
and reacted with SPEED

15. RESULTS
15K+
RETWEETS
8 K +
NEW FOLLOWERS
2 0 K +
FACEBOOK LIKES
3 4 K +
INSTAGRAM
FOLLOWERS forbes.com/sites/jenniferrooney/2013/02/04/behind-the-scenes-of-oreos-real-time-super-bowl-slam-dunk/!
wired.com/2013/02/oreo-twitter-super-bowl/

16. Overview: Surveys conducted prior to the Super Bowl XLVII
game showed that over 1/3rd of users (36%) would be
consulting a 2nd screen while viewing the event.*
Data Finding: Oreo proactively assembled brand and agency
experts in a New York command center to respond in real-time
to the events of the game.
Result: Although the blackout was completely unpredictable,
Oreo leveraged the moment to effectively boost its social media
presence.
forbes.com/sites/jenniferrooney/2013/02/04/behind-the-scenes-of-oreos-real-time-super-bowl-slam-dunk/!
wired.com/2013/02/oreo-twitter-super-bowl/

17. As a result of increased pressure to make
better decisions faster,
an evolution is occurring in the development of a
data-driven culture, typically based on the use of
analytics and business intelligence.
The Evolution of Decision Making: How Leading Organizations Are Adopting a Data-Driven Culture, HBR Analytic Services, 2012

18. The Impact of a
DATA-DRIVEN
CULTURE

20. The Evolution of Decision Making: How Leading Organizations Are Adopting a Data-Driven Culture, HBR Analytic Services, 2012
Analytics is
CHANGINGIndividuals and
Organizations

21. Look at past data for information on
TRENDS
PATTERNS
INSIGHTS

22. Leading analytics users embrace a host of
strategies, which evolve into best practices
to create an “analytics ecosystem” in their
organizations over time.
!
As timely decision making becomes more
important, analytics is improving—and
changing—the way
those decisions get made.
The Evolution of Decision Making: How Leading Organizations Are Adopting a Data-Driven Culture, HBR Analytic Services, 2012

23. It’s time to bring data-driven
culture to the Academic World

24. In the dot-com space, we have in general seven seconds or less to
entice the customer; otherwise they will be going to our competitors.
That means we need a laser focus on how we deliver products and
services the minute the customer comes to the site.!
— Kerem Tomak, vice president of analytics for macys.com
“

25. Introducing

26. Intuitive Visual Interface: Stay on top of their
customers’ needs, proactively deal with risks, easily spot
opportunities and grow their business.
Build Efficiency and Customer Satisfaction:
Personalize your experience to have fast and easy
access to customized reports and tailor content to meet
customer demand
Adaptive Technology: Constantly evolving to deliver
flexibility to publishers to do what is best for their
customers and content.

27. Renewaccounts more easily by
monitoring changes in usage and testing
alternative bundles.
Discovernew accounts by easily
tracking down excessive denials and pay-per-views.
Growyour business by using real-time
benchmarks to develop customized, competitive
solutions.

28. CASE STUDIES

29. Saved the Day
DATA
Please contact us at support@redlink.com for the downloadable case study

30. Through Data
EMPOWERMENT
Please contact us at support@redlink.com for the downloadable case study

31. FUTURE OF

32. Find out where you stand and
how the market is performing

33. Find out what the customer is buying
and how you stack against the market

34. Sign Up Today and Get Started
with RedLink Access

35. Deepika Bajaj!
VP, Publisher Relations!
E: dbajaj@redlink.com!
T: +1 650 224 9726