leveraging analytics to improve the customer experience
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LEVERAGING ANALYTICS TO IMPROVE THE CUSTOMER EXPERIENCE
@BrianVellmure http://www.brianvellmure.com
Brian Vellmure Leading Transformation for Next Generation Organizations
WHY THIS TOPIC MATTERS
SPEED OF INNOVATION SURPASSING CAPABILITIES OF TRADITIONAL ORGANIZATIONS
“Competitive Intensity has more than doubled in the last
40 years”
“Brand disloyalty is increasing among consumers, particularly the younger
generation”
@BrianVellmure http://www.brianvellmure.com
“Big companies are losing their leadership position at an
increasing rate”
“Winning companies are barely holding on, while losers experience rapidly deteriorating performance”
“Greater access to information and choices boost consumer power”
CHANGE HAPPENING EXPONENTIALLY FASTER
@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: TIME.com
Ave. Lifespan of S&P 500 Company
0
20
40
60
80
1937 2002 2012
75 years
25 years
75 years
15 years
@BrianVellmure http://www.brianvellmure.com
AVE LIFESPAN OF AN S&P 500 COMPANY
@BrianVellmure http://www.brianvellmure.com
In an era where nearly every industry/product/service is
experiencing shorter cycle times,
the customer experience is arguably the last
remaining bastion of true differentiation.
IMAGE CREDIT: http://www.bestourism.com/medias/dfp/14884
@BrianVellmure http://www.brianvellmure.com
CUSTOMER EXPERIENCE LEADERS OUTPERFORM
THE INTERSECTION BETWEEN CUSTOMER EXPERIENCE AND ANALYTICS
@BrianVellmure http://www.brianvellmure.com
WHAT IS YOUR CUSTOMER’S JOURNEY ?
@BrianVellmure http://www.brianvellmure.com
DemographicTransactionalLog Data
Event DataEmail
MOST COMMONLY USED CUSTOMER DATA
@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: National Geographic
Social Media
Other digital unstructured data
External structured data
Sensor DataRFID
Geolocation Data
Audio
Video
Image data
EMERGING ANALYTICS FRONTIERS
Video
In the time it takes you to read this slide, 8 hours of content will be
uploaded to YouTube, almost 8,000 apps will be downloaded from
iTunes, over 114,000 items will be shared on facebook, more than 16,000 posts will be shared on
Twitter, and over 333,000 search queries will be sent to Google.
@BrianVellmure http://www.brianvellmure.comSOURCE: The Tapscott Group, Rethinking Analytics for the Social Enterprise, 2012
A terabyte of disk storage cost $14,000,000.
Processing Power of an iPad2 cost about $100,000,000
@BrianVellmure http://www.brianvellmure.comSOURCE: The Tapscott Group, Rethinking Analytics for the Social Enterprise, 2012
A terabyte of disk storage cost $30.
Processing Power of an iPad2 cost about $300
1980 2012
Big Data Stats here
@BrianVellmure http://www.brianvellmure.com
ALL THE WORLD’S MUSIC CAN BE STORED FOR...
SOURCE: Kevin Kelly
@BrianVellmure http://www.brianvellmure.com
MICRO EVERYTHING
IMAGE CREDIT: http://www.flickr.com/photos/katherinenaomi/3456906437/sizes/z/in/photostream/
@BrianVellmure http://www.brianvellmure.com
WHAT DO WE DO WITH ALL THIS DATA?
@BrianVellmure http://www.brianvellmure.com
Help me accomplish
what I’m trying to do
Help me feel good
@BrianVellmure http://www.brianvellmure.com
SMALL DATA = BIG ROCKS
BIG DATA = SMALL ROCKS
Ask better questions
ASK BETTER QUESTIONS
@BrianVellmure http://www.brianvellmure.com
Get better answers
FIND BETTER ANSWERS
@BrianVellmure http://www.brianvellmure.com
DISCOVER NEW PATTERNS
@BrianVellmure http://www.brianvellmure.comIMAGE Source http://blogs.law.harvard.edu/metaxas/category/social-media/
GENERATE NEW INSIGHTS
Make better decisions
@BrianVellmure http://www.brianvellmure.com
MAKE BETTER DECISIONS
@BrianVellmure http://www.brianvellmure.com
ASK BETTER QUESTIONS
FIND BETTER ANSWERS
MAKE BETTER DECISIONS FASTER
DISCOVER NEW PATTERNS
GENERATE NEW INSIGHTS
@BrianVellmure http://www.brianvellmure.com
FROM WHAT IS HAPPENING TOWHAT SHOULD WE DO?
@BrianVellmure http://www.brianvellmure.com
Amazon, Netflix, LinkedIn, US Military (recommending what solders should do) - talk about case studies in Box 5 (screen capture) - talk about “Untitled 9” screen capture
Predictive Algorithms
@BrianVellmure http://www.brianvellmure.com
A REAL LIFE “PERSON OF INTEREST”
@BrianVellmure http://www.brianvellmure.com
TOWARDS ALGORITHMIC & PREDICTIVE CAPABILITIES
WAYS TO GET STARTED
THANK YOU.Let’s continue the dialogue.
@BrianVellmure
http://www.brianvellmure.com
brian@brianvellmure.com
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