Insights are only Half the Battle:The Importance of Compelling Communications
Nathan NuttallDirector, AMD Business Strategy
August 21, 2008
Agenda
“We Want to See the Data”
“We Need New Code Names”
“You Spent How Much Money? For What?”
“We Want to See Heat Maps”
Additional Steps to Ensure (Your) Success
August 20082 CMAG 41 War Story
Agenda
“We Want to See the Data”
“We Need New Code Names”
“You Spent How Much Money? For What?”
“We Want to See Heat Maps”
Additional Steps to Ensure (Your) Success
August 20083 CMAG 41 War Story
Before:CPU Units by Performance Band
Desktop 2008 2009 2010 2011P2 5,184,320 5,111,494 5,091,570 5,074,459 P1 553,889 658,106 607,075 588,937 M3 4,863,509 5,273,193 5,946,572 5,784,725 M2 31,980,465 32,155,262 32,665,135 31,993,966 M1 25,500,879 22,958,618 21,263,656 20,943,872 M0 18,710,254 18,334,038 18,141,266 17,802,493 V3 21,575,861 21,117,342 20,901,380 20,509,575 V2 25,093,539 24,807,804 24,431,760 24,003,781 V1 24,613,551 30,421,557 31,961,973 31,281,917 UV2 2,652,974 5,087,142 9,882,966 17,506,964 Total 160,729,241 165,924,556 170,893,352 175,490,689
Notebook 2008 2009 2010 2011P2 9,052,130 10,309,717 10,925,337 11,940,425 P1 5,202,636 6,215,886 7,191,318 7,871,494 M3 10,372,210 13,130,755 15,434,206 17,031,952 M2 13,136,882 15,767,803 16,268,115 18,399,999 M1 24,930,013 26,071,846 24,972,198 25,808,645 M0 23,769,927 26,889,853 30,269,153 33,882,542 V3 17,965,694 18,810,974 21,850,673 22,112,746 V2 9,769,504 12,584,082 14,881,930 16,604,961 V1 6,454,979 9,334,892 13,631,176 15,385,812 UV2 4,519,620 6,073,201 8,109,179 13,982,629 UV1 2,722,604 4,301,943 6,416,468 7,829,787 SUV 1,235,852 2,122,589 3,468,361 4,893,617 Total 129,132,053 151,613,541 173,418,114 195,744,608
Server 2008 2009 2010 20114P 1,560,170 1,625,379 1,692,830 1,762,165 2P 13,492,434 14,056,364 14,639,686 15,239,298 1P 2,341,396 2,439,257 2,540,483 2,644,536 Total 17,394,000 18,121,000 18,873,000 19,646,000
August 20084 CMAG 41 War Story
Notebook 2008 2009 2010 2011P2 1,239,236,591$ 1,411,400,323$ 1,495,678,593$ 1,634,644,164$ P1 563,785,051$ 673,586,113$ 779,289,037$ 852,996,517$ M3 975,930,435$ 1,235,484,360$ 1,452,218,079$ 1,602,551,405$ M2 1,042,684,024$ 1,251,502,185$ 1,291,212,325$ 1,460,421,506$ M1 1,771,432,697$ 1,852,567,026$ 1,774,430,205$ 1,833,864,942$ M0 1,356,293,689$ 1,534,314,262$ 1,727,134,509$ 1,933,311,679$ V3 833,780,951$ 873,010,075$ 1,014,081,350$ 1,026,244,051$ V2 355,609,962$ 458,060,585$ 541,702,252$ 604,420,571$ V1 168,474,964$ 243,640,677$ 355,773,687$ 401,569,685$ UV2 85,420,818$ 114,783,491$ 153,263,484$ 264,271,687$ UV1 31,037,687$ 49,042,150$ 97,530,307$ 119,012,759$ SUV 7,266,812$ 12,480,823$ 34,961,077$ 49,327,657$ Total 8,430,953,680$ 9,709,872,069$ 10,717,274,906$ 11,782,636,623$
Server 2008 2009 2010 20114P $936,512,880 $973,244,744 $968,171,290 $949,400,9582P $3,666,957,184 $3,683,732,247 $3,664,529,219 $3,593,483,4961P $330,329,675 $384,345,597 $382,342,032 $374,929,411Total $4,933,799,738 $5,041,322,588 $5,015,042,540 $4,917,813,865
Desktop 2008 2009 2010 2011P2 808,753,979$ 797,393,085$ 794,284,846$ 791,615,546$ P1 65,137,391$ 77,393,231$ 71,392,060$ 69,259,028$ M3 456,197,144$ 494,625,506$ 557,788,411$ 542,607,169$ M2 2,478,486,046$ 2,492,032,791$ 2,531,547,940$ 2,479,532,348$ M1 1,405,098,451$ 1,265,019,867$ 1,171,627,471$ 1,154,007,356$ M0 778,346,563$ 762,695,962$ 754,676,672$ 740,583,726$ V3 693,879,680$ 679,133,711$ 672,188,382$ 659,587,947$ V2 521,945,602$ 516,002,333$ 508,180,602$ 499,278,641$ V1 261,888,182$ 323,685,369$ 340,075,388$ 332,839,597$ UV2 14,113,820$ 27,063,598$ 96,853,062$ 171,568,247$ Total 7,483,846,857$ 7,435,045,452$ 7,498,614,834$ 7,440,879,605$
Before:CPU GM$ by Performance Band
August 20085 CMAG 41 War Story
P2P1
M3
M2
M1
M0
V3
V2
V1
P2P1M3
M2
M1
M0
V3
V2
V1
2008 2010
Desktop CPU Category Profit Map ($GM)
UV
Revenue (
$)
GM-% GM-%
P2
P1
M3
M2
M1
M0
V3
V2
V1
P2
P1
M3
M2
M1
M0
V3
V2V1
UV
2008 2010
Notebook CPU Category Profit Map ($GM)
UV
GM-% GM-%
4P
2P
1P
4P
2P
1P
2008 2010
Server/ WS CPU Category Profit Map ($GM)
GM-% GM-%
After:GM $
August 20086 CMAG 41 War Story
After:GM Value & Unit Map (2010)
P2P1
M3
M2
M1
M0
V3
V2
V1
Units GM$
Desktop CPU Category
UV
Reven
ue (
$)
Units GM-%
P2
P1
M3
M2
M1
M0
V3
V2
V1
Units GM$
Notebook CPU Category
UV
GM-%
4P
2P
1P
Units GM$
Server/WS CPU Category
GM-%Units Units
P2P1
M3
M2
M1
M0
V3
V2
V1
UV
P2
P1
M3
M2
M1
M0
V3
V2
V1
UV
4P
2P
1P
August 20087 CMAG 41 War Story
Agenda
“We Want to See the Data”
“We Need New Code Names”
“You Spent How Much Money? For What?”
“We Want to See Heat Maps”
Additional Steps to Ensure (Your) Success
August 20088 CMAG 41 War Story
Before:Product/Platform Codename Matrix
Type A Type B
(Carnivores)Predator
MauraderVorare
Ferus (Latin - wild)
(Domesticated)Domus
Damayati DamahDomos Daman
Server - Aquatic Predators DT - Land Carnivores - Reptiles DT - Land Carnivores - Mammals NB - Birds of Prey DT - Domesticated Land NB - Domestic BirdsSharks Snakes Foxes Hawks Horses SwansHammerhead Anaconda Artic Cooper Paint BlackMako Boa Grey Swainson Quarter WhiteThresher Python Red Black Appalosa TrumpeterGreat White Slider Pale Eagles Pappalosa WhoopingSandtiger Copperhead Kit Steppe Arabian MacawsSilvertip Diamonback Tibeten Tawney Mustang LearTiger Laugerhead Corsac Bald Darft SpixReef Viper Cape Golden Rabbits Military
Barracudas Asp Bengal Crowned Sable ScarletSharpfin Krait Swift Crested Angora Cuban RedRed Mamba Fennec Owls Havana HahnBlackfin Boomslang Bears Crested Lionhead NobelSawtooth Adder Brown Horned Rex ParrotsPickhandle Lizards Black Screech Siberian African Grey
Orca Komodo Grizzley Red Silver JardineGame Fish Gila Polar Sooty Sussex HawkheadedSwordfish Monitor Spectacled Falcons Volcano EclectusPike Tegus Atlas Golden Sumatran SenegalMarlin Crocodiles Sun Merlin Brush CanoursWahoo Nile Kodiak Sooty Desert Patagonian
Osprey Nias
August 20089 CMAG 41 War Story
Just as an aside…
• “Hey, Steve – can you talk with Joe and find out if he is OK with being carnivorous fishes? Notebook called and they want to be birds of prey…”
• “I don’t like plants – they aren’t aggressive enough.”
• “I thought bears were vegetarians?”
August 200810 CMAG 41 War Story
After:Product/Platform Codenames “Decoder Ring”
Brand NameMarketing Platform Name
Greyhound familyGreyhound CPU core
RidgebackXXX
XXXXX
DeerhoundAAA
BBBBB
RidgebackAAA
BBBBB
Socket xxx
Socket xxx
AMDOpteron™
Socket xxx
Socket xxx
BarcelonaXXX
XXXXX
BudapestAAA
BBBBB
ShanghaiXXX
XXXXX
SuzukaAAA
BBBBB
DeerhoundXXX
XXXXX
Monster familyGreyhound CPU core
Monster-BXXX
XXXXX
IstanbulXXX
XXXXX
Formula 1 Cities Family
Socket xxx
August 200811 CMAG 41 War Story
Agenda
“We Want to See the Data”
“We Need New Code Names”
“You Spent How Much Money? For What?”
“We Want to See Heat Maps”
Additional Steps to Ensure (Your) Success
August 200812 CMAG 41 War Story
Before:Content Management System Changeover – analysis and recommendations
CMAG 41 War Story13
Step number
Step Avg. Turn Time
Avg. Turn time (cum)
Cost Cost (Cum)
1 Content created by business owner
14 days
14 $XK $X
2 content translated into HTML by content team
3days 17 $XK $XK
3 Put into design 3 days 20 $XK $XK
4 mock up checked by business owner
7 days 27 $XK $XK
5 revision sent back to content team
6 days 33 $XK $XKX
6 Edits made in HTML by content team
3 days 36 $XK $XKX
7 Page redesigned 2 days 38 $XK $XKX
8 Redesign checked by business owner
3 days 41 $XK $XKX
9 Final approval sent
3 days 44 $XK $XKX
10 page published 2 days 46 $XK $XKXXX
Step number
Step Avg. Turn Time
Avg. Turn time (cum)
Cost Cost (Cum)
1 Assets and templates loaded
5 days
5 days $XK $XK
2 Business owner creates content, designs page, edits and redesigns
20 days
25 days $XK $XK
3 GIM checks VID and publishes
3 days
28 days $XK $XK
And the point is???
CURRENT PROPOSED
C O N F I D E N T I A L
Content created by business owner
AFTER:Content Management System Changeover – Current state analysis and recommendations
Translated into HTML by content
team
Put into design
Mockup checked by
business owner
Revision sent back to
content team
Page published
Final approval
sent
Redesign checked by
business owner
Page redesigned
Edits made in HTML by
content team
Resou
rces
August 200814 CMAG 41 War Story
Days: 5Cost: $XK
Days: 5Cost: $XK
Days: 5Cost: $XK
Days: 5Cost: $XK
Days: 5Cost: $XK
Days: 5Cost: $XK
Days: 5Cost: $XK
Days: 5Cost: $XK
Days: 5Cost: $XK
Days: 5Cost: $XK
C O N F I D E N T I A L
AFTER:Content Management System Changeover – Future State Analysis and Recommendations
Resou
rces
Asset and template
toolkit
GIM
eVID check andpublish
Business Owner
Creates contentPuts into Design
Edits and re-designs
GIM
• Requires 60% fewer people• Cost savings of 70%• Cuts execution time in half
August 200815 CMAG 41 War Story
Days: 5Cost: $XK
Days: 20Cost: $XK
Days: 3Cost: $XK
Agenda
“We Want to See the Data”
“We Need New Code Names”
“You Spent How Much Money? For What?”
“We Want to See Heat Maps”
Additional Steps to Ensure (Your) Success
August 200816 CMAG 41 War Story
Before: 2008 Worldwide CSG Market Opportunity
Consumer Systems
Component Channel
Commercial Systems
DesktopCPU
GPU
Chipset
GM $1.5B Rev $X.XBUnits (ku) XX,XXX
GM $3.2BRev $X.XBUnits (ku) XX,XXX
GM $2.7BRev $X.XBUnits (ku) XX,XXX
GM $0.1B Rev $X.XBUnits (ku) XX,XXX
GM $0.2B Rev $X.XBUnits (ku) XX,XXX
GM $0.2B Rev $X.XBUnits (ku) XX,XXX
GM $0.1B Rev $X.XB
GM $0.2B Rev $X.XB
GM $0.2B Rev $X.XB
Notebook CPU
GPU
Chipset
GM $3.0BRev $X.XBUnits (ku) XX,XXX
GM $0.4BRev $X.XBUnits (ku) X,XXX
GM $3.8BRev $X.XBUnits (ku) XX,XXX
GM $0.1B Rev $X.XBUnits (ku) XX,XXX
GM $0.0B Rev $X.XBUnits (ku) X,XXX
GM $0.1B Rev $X.XBUnits (ku) XX,XXX
GM $0.2B Rev $X.XB
GM $0.0B Rev $X.XB
GM $0.2B Rev $X.XB
Server & Workstation
CPU
GPU
Chipset
GM $0.8BRev $X.XBUnits (ku) X,XXX
GM $3.7BRev $X.XBUnits (ku) XX,XXX
GM $0.1B Rev $X.XBUnits (ku) X,XXX
GM $0.2B Rev $X.XBUnits (ku) X,XXX
GM $0.0B Rev $X.XB
GM $0.2B Rev $X.XB
Highest GM $Medium GM $Low GM$
Insignificant GM $
August 200817 CMAG 41 War Story
Consumer Systems
Component Channel
Commercial Systems
DesktopCPU
GPU
Chipset
GM $1.5B Rev $X.XBUnits (ku) XX,XXX
GM $3.4BRev $X.XBUnits (ku) XX,XXX
GM $2.7BRev $X.XBUnits (ku) XX,XXX
GM $0.1B Rev $X.XBUnits (ku) XX,XXX
GM $0.3B Rev $X.XBUnits (ku) XX,XXX
GM $0.1B Rev $X.XBUnits (ku) XX,XXX
GM $0.1B Rev $X.XB
GM $0.2B Rev $X.XB
GM $0.2B Rev $X.XB
Notebook CPU
GPU
Chipset
GM $3.9BRev $X.XBUnits (ku) XX,XXX
GM $0.4BRev $X.XBUnits (ku) X,XXX
GM $4.8BRev $X.XBUnits (ku) XX,XXX
GM $0.1B Rev $X.XBUnits (ku) XX,XXX
GM $0.0B Rev $X.XBUnits (ku) X,XXX
GM $0.1B Rev $X.XBUnits (ku) XX,XXX
GM $0.2B Rev $X.XB
GM $0.0B Rev $X.XB
GM $0.2B Rev $X.XB
Server & Workstation
CPU
GPU
Chipset
GM $0.8BRev $X.XBUnits (ku) X,XXX
GM $3.7BRev $X.XBUnits (ku) XX,XXX
GM $0.0B Rev $X.XBUnits (ku) X,XXX
GM $0.2B Rev $X.XBUnits (ku) X,XXX
GM $0.0B Rev $X.XB
GM $0.2B Rev $X.XB
Before: 2010 Worldwide CSG Market Opportunity
Highest GM $Medium GM $Low GM$
Insignificant GM $
August 200818 CMAG 41 War Story
Commercial NB$X.XB
XX.X Mu
Component Server$X.XBX.X Mu
2008 R
even
ue
2008 Units
Commercial Server$X.XB
XX.X Mu
Component NB$X.XBX.X Mu
Consumer DT$X.XB
XX.X Mu
Commercial DT$X.XB
XX.X Mu
After: 2008 Worldwide CSG Market Opportunity
Consumer NB
$X.XBXX.X Mu
ComponentDT
$X.XBXX.X Mu Desktop
Notebook
Server
August 200819 CMAG 41 War Story
Component Server$X.XBX.X Mu
5
Commercial Server$X.XB
XX.X Mu
Component NB$X.XBX.X Mu
Consumer DT$X.XB
XX.X Mu
Commercial DT$X.XB
XX.X Mu
ComponentDT
$X.XBXX.X Mu
Consumer NB$X.XB
XX.X Mu
After: 2011 Worldwide CSG Market Opportunity
2011 R
even
ue
2011 Units
Desktop
Notebook
Server
August 200820 CMAG 41 War Story
Agenda
“We Want to See the Data”
“We Need New Code Names”
“You Spent How Much Money? For What?”
“We Want to See Heat Maps”
Additional Steps to Ensure (Your) Success
August 200821 CMAG 41 War Story
You and Your Audience Must Reach the Same Conclusion
• Data does NOT speak for itself – you have to help
• Know your audience – spend time to tailor each presentation
• Beauty is in the eye of the beholder, not the creator
– Put yourself in the shoes of your audience
– Eliminate “chartjunk”
– Content is king but looks matter
• Show comparisons and provide context for the data
• Tell a story• Make your point
August 200822 CMAG 41 War Story
But Looks MatterContent is King
August 200823 CMAG 41 War Story
Eliminating “Chartjunk”
August 200824 CMAG 41 War Story
Show Comparisons
2006 Fatal shark attacks: 4
2006 Fatal dog attacks: 26
2006 Murders: 17,034
2006 Fatal car crashes: 38,588
August 200825 CMAG 41 War Story
A word about Edward Tufte
August 200826 CMAG 41 War Story
• Use the dreaded “slow reveal”– Use meaningless hierarchies
• TLAs• Stupid boxes• Use text that is too small
•Or Too big• DON’T CAPITALIZE EVERYTHING• Don’t Capitalize Every Word (Unless It Is A Title)• Don’t bold everything, or italicize everything• Don’t underline anything that’s not a hyperlink• Don’t use weird fonts• Over-decorate Excel tables
Don’t
Use meaningless graphics or excessive animationJust because you
can, doesn’t mean you should
August 200827 CMAG 41 War Story
Questions? Comments? Feedback?
August 200828 CMAG 41 War Story
August 200829 CMAG 41 War Story