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October 1, 2012




KPIs for Big Data
eMetrics Boston 2012




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 1
The Big Data Promise


  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.
© 2009 Critical Mass, Inc. All Rights Reserved
                                                 2
Big Data, or Broad?

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


© 2010 Critical Mass, Inc. All Rights Reserved
                                                 3
This is Your Organization’s Data



                                                     Web
                                                 Analytics   CRM

                                                               POS
                                                                     Social   Survey




© 2010 Critical Mass, Inc. All Rights Reserved
                                                                                       4
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.
© 2010 Critical Mass, Inc. All Rights Reserved
                                                               5
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.

© 2010 Critical Mass, Inc. All Rights Reserved
                                                 6
Fundamental Big Data Objectives



                                 Know your business
                                Know your Customers
                                Act on that knowledge

                                                 NOW!!!
© 2010 Critical Mass, Inc. All Rights Reserved
                                                          7
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

© 2010 Critical Mass, Inc. All Rights Reserved
                                                                8
KPI #1: Synthesis


© 2010 Critical Mass, Inc. All Rights Reserved
Synthesis Integrates the Organization




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 10
Getting your Head Together

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




© 2010 Critical Mass, Inc. All Rights Reserved
                                                         11
Feed Your Head




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 12
Feed Your Head




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 13
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.”
© 2010 Critical Mass, Inc. All Rights Reserved
                                                                                            14
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.



© 2010 Critical Mass, Inc. All Rights Reserved
                                                                                                   15
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.



© 2010 Critical Mass, Inc. All Rights Reserved
                                                 16
KPI #2: Speed


© 2010 Critical Mass, Inc. All Rights Reserved
Your Current Reporting




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 18
Speed




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



© 2010 Critical Mass, Inc. All Rights Reserved
                                                 19
Speed




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


© 2010 Critical Mass, Inc. All Rights Reserved
                                                                20
Speed




                Letting this happen is hard for organizations to do…

© 2010 Critical Mass, Inc. All Rights Reserved
                                                                       21
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…




© 2010 Critical Mass, Inc. All Rights Reserved
                                                               22
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

© 2010 Critical Mass, Inc. All Rights Reserved
                                                 23
KPI #3: Significance


© 2010 Critical Mass, Inc. All Rights Reserved
Content Customization

Context+CMS+CRM+Channel




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 25
Know the Significance Structure for Your Customers




© 2010 Critical Mass, Inc. All Rights Reserved
                                                     26
Segmentation

                                                 Milen Mahadevan, SVP
                                                 Dunnhumby USA


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

© 2010 Critical Mass, Inc. All Rights Reserved
                                                                        27
Critical Mass Data-Driven Strategy




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 28
No Stalking!




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 29
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




© 2010 Critical Mass, Inc. All Rights Reserved
                                                                                     30
Target Learned Subtlety




© 2010 Critical Mass, Inc. All Rights Reserved
                                                 31
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.

© 2010 Critical Mass, Inc. All Rights Reserved
                                                 32
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

© 2010 Critical Mass, Inc. All Rights Reserved
                                                                33
Thank You
Questions? @scotwheeler




© 2010 Critical Mass, Inc. All Rights Reserved

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KPIs for Big Data

  • 1. October 1, 2012 KPIs for Big Data eMetrics Boston 2012 © 2010 Critical Mass, Inc. All Rights Reserved 1
  • 2. The Big Data Promise 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. © 2009 Critical Mass, Inc. All Rights Reserved 2
  • 3. Big Data, or Broad? Are your organization’s “Big Data” requirements about volume, or variety… © 2010 Critical Mass, Inc. All Rights Reserved 3
  • 4. This is Your Organization’s Data Web Analytics CRM POS Social Survey © 2010 Critical Mass, Inc. All Rights Reserved 4
  • 5. 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. © 2010 Critical Mass, Inc. All Rights Reserved 5
  • 6. 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. © 2010 Critical Mass, Inc. All Rights Reserved 6
  • 7. Fundamental Big Data Objectives Know your business Know your Customers Act on that knowledge NOW!!! © 2010 Critical Mass, Inc. All Rights Reserved 7
  • 8. 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 © 2010 Critical Mass, Inc. All Rights Reserved 8
  • 9. KPI #1: Synthesis © 2010 Critical Mass, Inc. All Rights Reserved
  • 10. Synthesis Integrates the Organization © 2010 Critical Mass, Inc. All Rights Reserved 10
  • 11. Getting your Head Together T-Mobile took a scattered & siloed data infrastructure and repurposed it around objectives. © 2010 Critical Mass, Inc. All Rights Reserved 11
  • 12. Feed Your Head © 2010 Critical Mass, Inc. All Rights Reserved 12
  • 13. Feed Your Head © 2010 Critical Mass, Inc. All Rights Reserved 13
  • 14. 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.” © 2010 Critical Mass, Inc. All Rights Reserved 14
  • 15. 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. © 2010 Critical Mass, Inc. All Rights Reserved 15
  • 16. 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. © 2010 Critical Mass, Inc. All Rights Reserved 16
  • 17. KPI #2: Speed © 2010 Critical Mass, Inc. All Rights Reserved
  • 18. Your Current Reporting © 2010 Critical Mass, Inc. All Rights Reserved 18
  • 19. Speed Able to read and understand 200 million pages of text in three seconds... © 2010 Critical Mass, Inc. All Rights Reserved 19
  • 20. Speed IBM hopes Watson will become every doctor's sidekick... © 2010 Critical Mass, Inc. All Rights Reserved 20
  • 21. Speed Letting this happen is hard for organizations to do… © 2010 Critical Mass, Inc. All Rights Reserved 21
  • 22. 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… © 2010 Critical Mass, Inc. All Rights Reserved 22
  • 23. 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 © 2010 Critical Mass, Inc. All Rights Reserved 23
  • 24. KPI #3: Significance © 2010 Critical Mass, Inc. All Rights Reserved
  • 25. Content Customization Context+CMS+CRM+Channel © 2010 Critical Mass, Inc. All Rights Reserved 25
  • 26. Know the Significance Structure for Your Customers © 2010 Critical Mass, Inc. All Rights Reserved 26
  • 27. Segmentation Milen Mahadevan, SVP Dunnhumby USA Segmentation is often a "descriptive data dump" used in strategy, then never referred to again going forward. © 2010 Critical Mass, Inc. All Rights Reserved 27
  • 28. Critical Mass Data-Driven Strategy © 2010 Critical Mass, Inc. All Rights Reserved 28
  • 29. No Stalking! © 2010 Critical Mass, Inc. All Rights Reserved 29
  • 30. 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 © 2010 Critical Mass, Inc. All Rights Reserved 30
  • 31. Target Learned Subtlety © 2010 Critical Mass, Inc. All Rights Reserved 31
  • 32. 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. © 2010 Critical Mass, Inc. All Rights Reserved 32
  • 33. 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 © 2010 Critical Mass, Inc. All Rights Reserved 33
  • 34. Thank You Questions? @scotwheeler © 2010 Critical Mass, Inc. All Rights Reserved