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KPIs for Big Data eMetrics Boston 2012

October 1, 2012

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Big Data offers real opportunities for measureable competitive advantage…

...but only if your organization is ready to make the changes necessary to use big data well.

The Big Data Promise

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Big Data, or Broad?

Are your organization’s “Big Data” requirements about volume, or variety…

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This is Your Organization’s Data

Web Analytics CRM

POS Social Survey

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Organizational Inertia Trumps New Tech

This is your shiny new Big Data tech if you don’t address organizational change first…

…since your Sr. VP of Harnesses and Oats will want to make sure that any change isn’t too disruptive.

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Start with Shared Objectives

The VP of Harnesses and Oats needs to see how Big Data can benefit them more than the status quo, if only they’d think differently… If Big Data won’t fit with their existing objectives, you’ll need to help them understand new objectives.

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Fundamental Big Data Objectives

Know your business Know your Customers Act on that knowledge

NOW!!!

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Big Data KPIs

Big Data KPIs are primarily going to be the same KPIs you use now to make

decisions – but brought out of channel and functional silos through the following

three operational foci:

Synthesis Speed

Significance

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KPI #1: Synthesis

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Synthesis Integrates the Organization

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Getting your Head Together

T-Mobile took a scattered & siloed data infrastructure and repurposed it around objectives.

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Feed Your Head

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Feed Your Head

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Integrate Mind & Body

“A good part of that endeavor has been spent building the infrastructure to support the number-crunching. But the piece that is perhaps harder, Mr. Talling-Smith said, is getting the plane crews to recognize the importance of reading notes about passengers and then delivering them a certain message.”

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Integrate Mind & Body

...everyone sits in the room together and is looking at the data and testing insights around consumers. It's got to be the data scientists sitting with the business folks. It's breaking down all those silos, [to have] a customer-based view, regardless of where the data happens to sit. It's structural -- not getting stuck in organizational silos, pulling some of these functions together. It doesn't have to be an organizational chart change, but it's at least getting these people talking together and sharing across the data. You [also] need a business champion who is going to drive it through. -Allen L. Weinberg Director, McKinsey & Co.

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Big Data KPIs

Synthesis KPIs: 1. Quality & frequency of communication

with IT. With Market Research. With Customer Service.

2. Engagement of Big Data champion.

3. Decentralized utilization of data.

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KPI #2: Speed

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Your Current Reporting

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Speed

Able to read and understand 200 million pages of text in three seconds...

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Speed

IBM hopes Watson will become every doctor's sidekick...

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Speed

Letting this happen is hard for organizations to do…

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Speed Tools like Splunk bring together multiple data sources in near real-time. It’s 2009 cutting-edge real-time Fortune 100 BI at 1/100th the cost and effort…

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Big Data KPIs

Speed KPIs: 1.  Identification of "rapid-management"

practices. 2.  Data provision & change visualizations

in those areas. 3.  Response times in those areas. 4.  Aggregate gains in related performance

metrics

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KPI #3: Significance

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Content Customization

Context+CMS+CRM+Channel

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Know the Significance Structure for Your Customers

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Segmentation

Milen Mahadevan, SVP Dunnhumby USA

Segmentation is often a "descriptive data dump" used in strategy, then never referred to again going forward.

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Critical Mass Data-Driven Strategy

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No Stalking!

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Orbitz Learned the Hard Way

Even if the content targeting meets real preferences and needs, people will be surprised & potentially upset by undisclosed data use…

Orbitz Social Media Conversations

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Target Learned Subtlety

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Big Data KPIs

Significance KPIs: 1.  # of segments addressed (and

performance by segment). 2.  Content targeting algorithm breadth &

depth. 3.  Cross-system learning. 4.  User satisfaction & quality of

relationships.

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Big Data KPIs

Big Data KPIs are primarily going to be the same KPIs you use now to make

decisions – but brought out of channel and functional silos through the following

three operational foci:

Synthesis Speed

Significance

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Thank You Questions? @scotwheeler