Mobile intelligence—using mobile to drive business insight

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Mobile intelligence Using mobile to drive business insight

Discover Performance / June 2014

Discover Performance Strategic insights and critical trends for IT executives

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“When someone has a mobile device in hand, it’s not just about the browser and the app.

Mobility provides new insight

Paul Muller VP of strategic marketing

HP Software @xthestreams

The device itself generates a lot of micro-behavioral information that is very valuable, if you can put it to use — hesitation, clicks, the time it takes to make a choice, and so on. … It’s valuable design and marketing information.”

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Mobile can be an integral part of the business

Mobility in 2014

Maribel Lopez research analyst

Lopez Research @MaribelLopez

“In 2014, everybody has accepted that BYOD is just part of the enterprise landscape… Businesses are trying to define how mobile can make the organization run ‘better and faster.’ Sometimes it’s really easy, like email replacing paper. Other times, it needs to be more thoughtful. For example, ‘How can I use location to make a difference?’”


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https://twitter.com/maribellopez

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“Integration with Big Data will be huge.”

“Mobile provides a lot of context: motion, temperature, humidity, location, speed and many other dimensions. But that type of info is not embedded in our business systems today. Going forward, if we are re-creating our business systems, we have the opportunity to capture this data and do something meaningful with it.”

Maribel Lopez








Mobile apps should tie in to business strategy

Engagement metrics for marketing insights • Are users coming back after

first use? How long does it take for users to come back?

• The length of user sessions – how long do users stick around?

• How do users buy?– what offers influence purchasing behavior?

Hammond, J.S., Murphy, P., Ask, J., Facemire, M., & Curran, R (2013). Measuring Mobile Apps.

Forrester Research. http://hpsw.co/q3E5AtH


http://hpsw.co/q3E5AtH







Technical metrics for marketing insights

Collect, then act The data gives you more ways to deliver excellent IT service, along with insights that will profit the entire enterprise.

• User platforms – what devices are being used?

• When/how are bugs and crashes appearing?

• Average load times?

Delays with more traffic?

• How much of a devices' resources are in use?

Mobile apps should tie in to business strategy

Hammond, J.S., Murphy, P., Ask, J., Facemire, M., & Curran, R (2013). Measuring Mobile Apps.

Forrester Research. http://hpsw.co/q3E5AtH









Embrace analytics CIOs need to bring new insight to the business

1. Know what you know – examine the data coming in from your mobile

devices, decide which data is most valuable, and what actions to take



Embrace analytics



2. Hire (or rent) a data scientist – there is value in adding at least one

expert analyst to your team

CIOs need to bring new insight to the business



Embrace analytics





3. Start small and prove value quickly – launch a trial project to immediately prove value




Embrace analytics






4. Ingest and analyze – choose your data collection platform or software

according to your information needs




Embrace analytics






4. Ingest and analyze – choose your data collection platform or software

according to your information needs

5. Deliver insights to the business – connect data with developers and

marketers who can get things in front of customers quickly




Do you need a data scientist? “The large companies I interviewed about big data projects said they were not hiring Ph.D. level data scientists on a large scale. Instead they were forming teams of people with quantitative, computational, or business expertise backgrounds.”

Tom Davenport Thomas H. Davenport is the

Professor of IT & Mgmt Babson College

Davenport, T. (2014, March 26). What makes Big Data projects succeed. http://blogs.hbr.org/2014/03/what-makes-big-data-projects-succeed/


http://blogs.hbr.org/2014/03/what-makes-big-data-projects-succeed/
















A data science strategy “Your data science strategy has to respect the structure you have in place.”

Keith Macbeath senior principal consultant

HP Software Professional Services Look before you leap

• Think about how IT is organized within your business

• Where will the data scientist can be most useful


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Don’t hire a floating data scientist

• Think about where you intent to deploy them

• Have specific problems in mind for them to sink their teeth into
















Select a great test case

• Look at all your possibilities and choose an optimal test case

• Make sure to define and prepare for the project
















Select a great test case

• Look at all your possibilities and choose an optimal test case

• Make sure to define and prepare for the project

Create a winning environment

• An environment that lets you comfortably prove data results

• An environment with the flexibility and budget to identify useful patterns








Diagnostics for the enterprise “What broke, how did it break? You need to dive into your data logs. Inspect it the way a coroner investigates a dead body. Go through your data to figure out what went wrong. But rich, real-time data goes beyond post-mortem, letting you keep the patient healthy. Ultimately it’s about using that info proactively. It’s about using data for a better quality of life. For the enterprise.

Paul Muller VP of strategic marketing

HP Software @xthestreams







Read more on mobile intelligence

Mobile in 2014: Beyond BYOD

How to connect data science and IT

How to turn mobile IT into business insight

Measuring mobile apps, Forrester

HAVEn: See the big picture in Big Data, HP’s Big Data Platform









http://hpsw.co/f7BJy3c




