Surviving(&(Monetising(the(DataArmageddon

13th%November%2012Paul%Kullich%@PaulKullich

Paul%Kullich,%CEOtumra.com@tumra

TUMRA%LTD,%Building%3,%Chiswick%Park,566%Chiswick%High%Road,%W4%5YA

Capitalising%on%your%subscribers%dataTotal%Telecom%World%2012

Data$Science$Agency

Hal$Varian$(Chief$economist$@$Google)$firstused$it$in$a$McKinsey$interview$in$2009…

But$what$is$Data$Science?

“The$ability$to$take$data—to$be$able$to$understand$it,$to$process$it,$toextract$value$from$it,$to$visualize$it,$to$communicate$it—that’s$going$to$be$ahugely$important$skill$in$the$next$decades,$not$only$at$the$professionallevel$but$even$at$the$educational$level$for$elementary$school$kids,$for$highschool$kids,$for$college$kids.”Hal$Varian,$Chief$Economist$@$Google

Person$who$is$better$at$statistics$than$any$software$engineer$and$better$atsoftware$engineering$than$any$statistician.”Josh$Wills,$Director$of$Data$Science$@$Cloudera

Big$Data’s$lessor$known/hyped$cousin

Data$Armageddon

But$why$is$this$happening$now?

Digital'exhaust'trailExponential'growth'in'data'volumesData'growth'rates'are'faster'than'Moore’s'LawSevere'strain'for'existing'storage'capabilitiesRealisation'of'the'value'locked'up'this'data.'''

Data$Armageddon

Typical(TumraUse(Cases

executives)to)make)better)data)driven)decisionscompanies)optimise)performance)using)dataanalysts)find)the)valuable)'small)data’build)proof)of)concept)solutions

TUMRA,'helps'...

Capitalising*onSubscriberInformation

Internal(FocusReviewing(what(data(your(organisation(iscollecting(and(using(it(to(optimise(internaloperational(systems(and(processes.(External(FocusLooking(for(new(revenue(opportunities(outsidethe(organisation,(building(new(products,creating(new(markets.

Internal(Perspective

Using(traditional(data(sources(((

Customer)DatabasesQuality)of)Service)dataWebsite)activity)dataGeolocation)data

Internal(Perspective(/(Use(Cases

RetentionUsing&customer&behaviour&data&to&better&predictuser&dissatisfaction&and&churn.&&&Massive&potential&value&driver&&&Predictive&models&trained&on&customer&behaviour&&&Treat&everyone&as&the&individual&they&are&&&Use&data&across&all&cross&channel&activity&&&Real<time&responsive&&

Internal(Perspective(/(Use(Cases

PersonalisationDeliver'a'unique'personalised'experience'whenengaging'the'operator'across'all'channels.''''''''

Future&ViewThe$rise$of$the$data$centric$organisation$$$Data$driven$decision$making$$$Data$at$the$heart$of$everythingData$supported$Product$DevelopmentDeliver$amazing$personalised$user$experiences$$$

$

Operators$who$successfully$execute$on$this$$$will$gain$significant$competitive$advantage

External)Perspective

External)Perspective

Looking'for'new'revenue'opportunities'outsidethe'organisation,'building'new'products,'serviceand'creating'new'markets.'

External)Perspective)0)Use)Cases

Footfall)analysisHyper&local&advertisingStores&and&offersCivil&engineering&(public&transport,&roads,paths)Transport&scheduling,&train&companies?Traffic&planning&&&optimisation

&&&

External)Perspective)0)Use)Cases

Implicit)behaviour)analysisWhere%do%they%socialise?%(bars%til%late%atnight?)Where%do%they%shop?How%do%they%get%there?%(car,%publictransport)True%social%networks%calls/texts%not%Facebook

%%%%

External)Perspective)0)Use)Cases

Other)use)casesInsurance)(health,)car)Outdoor)marketingStore)positioning

An#Approach

Create&a&set&hypothesesCustomer&validationFind&a&sample&of&data&to&test&the&hypothesisLow&fidelity&mockupIterate&continuously&based&on&feedbackEither&:=

Pivot&to&new&product&idea&orDevelop&Minimum&Viable&Product&(MVP).

New$Products,$Services$Approach

Recap

Exponential+growth+of+'digital+exhaust'Capitalising+on+Subscriber+Data

Internal+&+External+perspectives++An+approach+for+new+product+creation++

Thank&you

tumra.com@tumra