being data driven

Jacques Warren, CEO

MADRID & BARCELONA EXECUTIVE SEMINARS – NOVEMBER 2015

BEING DATA-DRIVEN

THE DAWN OF THE DATA ERA

Consumption

Credit Cards

Connected Objects

(IoT)

Mobile

Utilities/Govermen

t

Web Acitivites

Social Media

THE DATA-DRIVEN ORGANIZATION

DATA & OPINION

DATA & DECISION - HIPPOs

CLIENT DATA ASSETS

THE PURPOSE OF ANALYTICS


Business

Without

Analytics

Business

With

Analytics

Analytics Added Value

INPUT OUTPUTOFFER

2X 2X1.2X1X ANALYTICS

A SIMPLE MODEL

THE CHALLENGE OF ANALYTICS

Analysts often get “So What?” faces

Noise Signal Decision

Data Insight Action


Source: Éric Nguyen, Banque

Nationale

OBSERVE, DECIDE AND MOVE!

DRIVEN

Most Important Keyword

Move / Act / Decide!!


“The way we do things around here”

Marvin Bower, Founder McKingsey & Company

A Question of Culture?


Analytics is a BUSINESS

FUNCTION

Technolog

yHR Processes

ANALYTICS GOVERNANCE


The

technological

obsession

CONFLICTING PERFORMANCE

SYSTEMS

“People behave the way they are

paid”Dean Spitzer

“It is difficult to get a man to

understand something, when his

salary depends upon his not

understanding it!”Upton Sinclair

CONFLICTING PERFORMANCE

SYSTEMS

Beware of lack of

focusBeware of inertia

ANALYTICS AND ORGANIZATION RATIONALE

After all, why do

more than what is

necessary?

$60,000 in SM + No ROI =

YES


$80,000 in CRO + possible $1,4m ROI =

NO

Case #1: CMO

False numbers + Grant = YES


Better numbers + Uncertainty = NO

Case #2: Online Team

Current system + $1M/month-loss = YES


CRO + Maybe change booking syst. = NO

Case #3: Online Manager

THE DATA-DRIVEN EVOLUTION

Signs that you’re getting there

- You verify and test more and more

hypotheses

- Data Analytics supports new discoveries

and insights, not agendas.

WHY CARE AT ALL?

THE 1% CHALLENGE

WHAT IS OPTIMIZATION?

Measure everything you do,

THE OUTTER LIMITS

Measure everything you do, but

don’t do only what you

measure.

THE OUTTER LIMITS

being data driven

Data & Analytics