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Data to Insight to Action
How Analytics can drive High Performance
Christelle Goblet
Belux Marketing & Analytics Lead
@cgoblet
Analytics is a key source of
competitive advantage
Analytics is a key ingredient of High Performance


250%                 Analytical Shakers
                                                                   •   High performers are five times more
                     S&P 500 Index                                     likely to aggressively use
220%
                                                                       information and analytics to
190%                                                                   improve decision making and
160%                                                                   business performance than lower
130%
                                                                       performers
100%                                                               •   Companies that invest heavily in
  70%
                                                                       advanced analytical capabilities
                          Source: Accenture research                   outperform the S&P 500 on average
  40%
                                                                       by 64%
      2002    2003    2004    2005    2006    2007   2008   2009

                                                                   •   Companies that invest heavily in
                                                                       developing analytical skills and
                                                                       adopting an analytical mindset recover
                                                                       quicker from economic downturns



Copyright © 2012 Accenture All rights reserved.                                                              3
New data sources and technologies make the
Analytics opportunity bigger
     New data sources are available for                           … whereas new technologies extend
     virtually every industry…                                    the boundaries of possible applications
             Utilities                    Health & Lifesciences

                                                                     Commodity priced storage and
                                                                     computation



      Communications                              Retail             Network speed


                                                                     Cloud architectures



       Financial Services                     Public Services        Open source and big data
                                                                     technologies

                                                                     New approach to unstructured
                                                                     data analysis


Copyright © 2012 Accenture All rights reserved.                                                             4
However, for most companies, data remains an
underused and underappreciated asset


                                        companies having invested in reporting and
   8 of 10                              business intelligence technology solutions are
                                        not achieving the desired goals


                                         of those companies have not achieved their
        90%                              anticipated return on investments for these
                                         technology solutions



                                        of U.S. companies surveyed acknowledge that
       65%                              they need to improve their analytical
                                        capabilities


                                                  Source : Accenture research, based on a survey of more than 600 C-level and other
Copyright © 2012 Accenture All rights reserved.   senior executives of large companies in the U.S. and U.K.                           5
What prevent those companies to
unlock the value of Analytics?
“Not everything that can be
                                                  counted counts, and not
                                                  everything that counts can be
                                                  counted”
                                                  Albert Einstein



Copyright © 2012 Accenture All rights reserved.                              7
Wrong metrics or too many metrics

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




Copyright © 2012 Accenture All rights reserved.                              8
Inability to validate insights

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




Copyright © 2012 Accenture All rights reserved.           9
Slow & hesitant execution




                                                  One attribute shared by high-
                                                  performing companies is the
                                                  speed with which managers make
                                                  decisions

Copyright © 2012 Accenture All rights reserved.                                10
Cultural resistance




   40%
                                  of business decisions are still made
                                  based on judgement alone




                                                        "In God we trust. All
                                                        others must bring data.”
                                                           – W. Edwards Deming


Copyright © 2012 Accenture All rights reserved.                               11
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.



 Tools &                                                                                             People, Leadership
                                                            Process
Technology                                                                                             & Organization



          Data                                    Methods                  Decisions                  Outcomes




      • Access to and extraction of data                          • Insights driving processes and
      • Moving from data to insight                                 actions to impact results




Copyright © 2012 Accenture All rights reserved.                                                                     12
When they improve on this journey, they can grasp
the value of more and more sophisticated analytics




Copyright © 2012 Accenture All rights reserved.      13
Some innovative examples from
across industries
Artificial Intelligence in a Natural Language
Financial Services

 How to bring relevant messages to your customers while supporting your relationship
 managers to work more efficiently



                                                                      client meeting
                                                                Effective
                                                                preparation, contextualizing offers
                           Via workstation
                                                                in the client situation




                                                                Ready to send client      meeting
                                                                summary, respecting compliance
                                                                restrictions


     Tablet PC                                    Paper based
                                                    or email




Copyright © 2012 Accenture All rights reserved.                                                     15
Mobile Marketing Use Case in Retail

 How do I interact with my connected customers to maximize cross sell opportunities?




Copyright © 2012 Accenture All rights reserved.                                        16
Final thoughts
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.                                                 18
Thank you

                                                  Let’s stay connected




                                                  christelle.goblet@accenture.com
                                                  @cgoblet


                                                  www.accenture.com/analytics
                                                  @accenturebelux
                                                  @ispeakanalytics

Copyright © 2012 Accenture All rights reserved.                                     19

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Data to Insight to Action: How Analytics can drive High Performance

  • 1. Data to Insight to Action How Analytics can drive High Performance Christelle Goblet Belux Marketing & Analytics Lead @cgoblet
  • 2. Analytics is a key source of competitive advantage
  • 3. Analytics is a key ingredient of High Performance 250% Analytical Shakers • High performers are five times more S&P 500 Index likely to aggressively use 220% information and analytics to 190% improve decision making and 160% business performance than lower 130% performers 100% • Companies that invest heavily in 70% advanced analytical capabilities Source: Accenture research outperform the S&P 500 on average 40% by 64% 2002 2003 2004 2005 2006 2007 2008 2009 • Companies that invest heavily in developing analytical skills and adopting an analytical mindset recover quicker from economic downturns Copyright © 2012 Accenture All rights reserved. 3
  • 4. New data sources and technologies make the Analytics opportunity bigger New data sources are available for … whereas new technologies extend virtually every industry… the boundaries of possible applications Utilities Health & Lifesciences Commodity priced storage and computation Communications Retail Network speed Cloud architectures Financial Services Public Services Open source and big data technologies New approach to unstructured data analysis Copyright © 2012 Accenture All rights reserved. 4
  • 5. However, for most companies, data remains an underused and underappreciated asset companies having invested in reporting and 8 of 10 business intelligence technology solutions are not achieving the desired goals of those companies have not achieved their 90% anticipated return on investments for these technology solutions of U.S. companies surveyed acknowledge that 65% they need to improve their analytical capabilities Source : Accenture research, based on a survey of more than 600 C-level and other Copyright © 2012 Accenture All rights reserved. senior executives of large companies in the U.S. and U.K. 5
  • 6. What prevent those companies to unlock the value of Analytics?
  • 7. “Not everything that can be counted counts, and not everything that counts can be counted” Albert Einstein Copyright © 2012 Accenture All rights reserved. 7
  • 8. Wrong metrics or too many metrics 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 Copyright © 2012 Accenture All rights reserved. 8
  • 9. Inability to validate insights 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 Copyright © 2012 Accenture All rights reserved. 9
  • 10. Slow & hesitant execution One attribute shared by high- performing companies is the speed with which managers make decisions Copyright © 2012 Accenture All rights reserved. 10
  • 11. Cultural resistance 40% of business decisions are still made based on judgement alone "In God we trust. All others must bring data.” – W. Edwards Deming Copyright © 2012 Accenture All rights reserved. 11
  • 12. 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. Tools & People, Leadership Process Technology & Organization Data Methods Decisions Outcomes • Access to and extraction of data • Insights driving processes and • Moving from data to insight actions to impact results Copyright © 2012 Accenture All rights reserved. 12
  • 13. When they improve on this journey, they can grasp the value of more and more sophisticated analytics Copyright © 2012 Accenture All rights reserved. 13
  • 14. Some innovative examples from across industries
  • 15. Artificial Intelligence in a Natural Language Financial Services How to bring relevant messages to your customers while supporting your relationship managers to work more efficiently client meeting Effective preparation, contextualizing offers Via workstation in the client situation Ready to send client meeting summary, respecting compliance restrictions Tablet PC Paper based or email Copyright © 2012 Accenture All rights reserved. 15
  • 16. Mobile Marketing Use Case in Retail How do I interact with my connected customers to maximize cross sell opportunities? Copyright © 2012 Accenture All rights reserved. 16
  • 18. 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. 18
  • 19. Thank you Let’s stay connected christelle.goblet@accenture.com @cgoblet www.accenture.com/analytics @accenturebelux @ispeakanalytics Copyright © 2012 Accenture All rights reserved. 19