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by Christelle Goblet, Accenture Belux Marketing & Analytics Lead @cgoblet Analytics is a key ingredient of High Performance. High performers are five times more likely to aggressively use information and analytics to improve decision making and business performance than lower performers.
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Data to Insight to ActionHow Analytics can drive High PerformanceChristelle GobletBelux Marketing & Analytics Lead@cgoblet
Analytics is a key source of competitive advantage
Copyright © 2012 Accenture All rights reserved. 3
• High performers are five times more likely to aggressively use information and analytics to improve decision making and business performance than lower performers
• Companies that invest heavily in advanced analytical capabilities outperform the S&P 500 on average by 64%
• Companies that invest heavily in developing analytical skills and adopting an analytical mindset recover quicker from economic downturns
Analytics is a key ingredient of High Performance
Source: Accenture research40%
70%
100%
130%
160%
190%
220%
250%
2002 2003 2004 2005 2006 2007 2008 2009
Analytical ShakersS&P 500 Index
Copyright © 2012 Accenture All rights reserved. 4
New data sources and technologies make the Analytics opportunity bigger
Utilities Health & Lifesciences
Communications Retail
Financial Services Public Services
Commodity priced storage and computation
Network speed
Cloud architectures
Open source and big data technologies
New approach to unstructured data analysis
New data sources are available for virtually every industry…
… whereas new technologies extend the boundaries of possible applications
Copyright © 2012 Accenture All rights reserved. 5
However, for most companies, data remains an underused and underappreciated asset
8 of 10
90%
companies having invested in reporting and business intelligence technology solutions are not achieving the desired goals
of those companies have not achieved their anticipated return on investments for these technology solutions
65%of U.S. companies surveyed acknowledge that they need to improve their analytical capabilities
Source : Accenture research, based on a survey of more than 600 C-level and other senior executives of large companies in the U.S. and U.K.
What prevent those companies to unlock the value of Analytics?
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“Not everything that can be counted counts, and not everything that counts can be counted”
Albert Einstein
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Sport has been leading the way on analytics for many years. Leveraging data is simply “part of the game” and often a minimum to remain competitive.
They are now showing the way to ensure the right metrics are being selected and integrated in the decision process to generate actual
business outcomes
Wrong metrics or too many metrics
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Data analysis usually generates many possible insights, some more useful than others. A critical review of the statistical analysis through the filter of management experience is what makes the difference
Inability to validate insights
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One attribute shared by high-performing companies is the speed with which managers make decisions
Slow & hesitant execution
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of business decisions are still made based on judgement alone
Cultural resistance
40%
"In God we trust. All others must bring data.” – W. Edwards Deming
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How high performing companies do it
Although the development of analytical capabilities and capacity is obviously important, a focus on data, methods and technology alone will not magically deliver the insights needed for competitive edge.
Data Methods Outcomes
Tools & Technology
People, Leadership& Organization
• Access to and extraction of data• Moving from data to insight
• Insights driving processes andactions to impact results
Process
Decisions
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When they improve on this journey, they can grasp the value of more and more sophisticated analytics
Some innovative examples from across industries
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Artificial Intelligence in a Natural LanguageFinancial Services
How to bring relevant messages to your customers while supporting your relationship managers to work more efficiently
Paper based or email
Tablet PC
Via workstation
Effective client meeting preparation, contextualizing offers in the client situation
Ready to send client meeting summary, respecting compliance restrictions
Copyright © 2012 Accenture All rights reserved. 16
Mobile Marketing Use Case in Retail
50
How do I interact with my connected customers to maximize cross sell opportunities?
Final thoughts
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Data
Evaluate the opportunity offered by new data sources
Insight
Focus on the right metrics
Action
Create a favorable culture and processes
Copyright © 2012 Accenture All rights reserved. 19
@cgoblet
www.accenture.com/analytics
@accenturebelux
@ispeakanalytics
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