Digital Analytics 4.0: Are You Ready?

Neil MasonDigital Transformation Lead

Accenture Digital

Director Emeritus DAA

n.mason@accenture.com

Digital Analytics: 1.0

Digital Analytics: 2.0

Digital Analytics: 3.0

Digital Analytics: 3.0

Digital Analytics: 4.0

Digital Analytics

The Physical gets Digital

Source: Walkbase

Source: Euclid Analytics

The Physical gets Digital

Digital is Everywhere

More digital means more data but…

…it also now means greater governance

Right to…

Be Informed

Access

Rectification

Deletion

Restrict Processing

Data Portability

Object

Not to be profiled

Privacy Data

By Design

Digital Analytics

Descriptive“What happened?”

Predictive“What might happen?”

DigitalAnalytics

PredictiveAnalytics

Descriptive Predictive

DigitalAnalytics

PredictiveAnalytics

Predictive

Descriptive“What happened?”

Predictive“What might happen?”

Prescriptive“What should I do?”

Simulation &Optimisation

PredictiveAnalytics

Prescriptive

Data

Insight

Action

10% discount

offer

30 days before

expiry

Contact by email

Anna has a high propensity to churn…

“Do something!”

Repeat via SMS

after 5 days

“Do this…”

1. It involves little physical contact or manipulation of things

2. It involves answering data dependent questions

3. It involves quantitative analysis

4. Consistent performance is critical to your role

5. It involves the creation of data-based narratives

6. There are well defined rules for performing the work

Your job is due to be automated if:

Source: Only Humans Need Apply: Winners and Losers in the Age of Smart Machines by Thomas H. Davenport and Julia Kirby

Digital Analytics: 4.0

What does this mean for us?

Digital Analytics: 1.0

Digital Analytics: 2.0

Digital Analytics: 4.0

Digital Analytics: 3.0

Technician

Reporter

Analyser

??

Data

Insight

Action

Outcomes

Digital Analytics

What does digital mean in the digital age?

What happens when the machines take over?

Merci ☺