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@Expion / @albert4waves
The Big Data Black Hole
@Expion / @albert4waves
The Customer
@Expion / @albert4waves
Wages Are Not Rising
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Dollars Available = Shrinking
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The Rise of Mobile
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The Collaborative Economy
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Customers Have More Information
@Expion / @albert4waves
Data Tools and Their Focus
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Display Advertising
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@Expion / @albert4waves
Web Personalization
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Web Optimization
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This is not innovation… this is SOP
@Expion / @albert4waves
Where Your Data Needs to Be
@Expion / @albert4waves
What you are asking, “How do I…”
• Optimize my display ads• Increase sales via direct marketing• Offer better personalized
experiences• Optimize my web conversion
@Expion / @albert4waves
But the customer wants to know…
• Can you make my life better• Will you make it right if it sucks• Will you go the extra mile• PS. Do all of this faster!
@Expion / @albert4waves
Make my life better
@Expion / @albert4waves
Make it right if it sucks
@Expion / @albert4waves
Go the extra mile
@Expion / @albert4waves
Ask Yourself, “Why is my data not working for me?”
@Expion / @albert4waves
You think you need more…
@Expion / @albert4waves
You are not aware of Miller’s Law
@Expion / @albert4waves
You are trying to be Nate Silver
@Expion / @albert4waves
You rely entirely on data to predict customer needs…
@Expion / @albert4waves
You don’t know what’s important
@Expion / @albert4waves
If business results were dependent on data, then how come?
@Expion / @albert4waves
Most businesses don’t have a data problem, they have a distribution
problem
@Expion / @albert4waves
Innovation and Instincts can be Stronger than Data
@Expion / @albert4waves
Thin Slicing
• “The key to good decision making is not knowledge. It is understanding. We are swimming in the former. We are desperately lacking in the latter.”
• Cook County Hospital – 70% Accuracy– 95% Accuracy
@Expion / @albert4waves
What would make this more scary?
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Case: Blake Mycoskie
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Case: Nick Woodman
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Case: Sara Blakely
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Analyze total but distribute local
Content Optimization
and Distribution
VOICE OF CUSTOMER (CEM) STAKEHOLDERS
Research and Development
Executives
Human Resources
Sales & Marketing
Customer Care
Operations
Product Management
Blogs
Ratings & Review
Online Communities
Transactions
Call Center
Online Feedback
Chat
Surveys
E-mails
Voice Transcriptions
Social: G+, Youtube, Insttagram, Pinterest, Tumlblr, …
TRANSFORMATION
@Expion / @albert4waves
The Future Will Be Won By…
• Distributing data to those who can act
• Enabling employees to operate at higher service standards
• Providing an adaptive behavior recommendation
@Expion / @albert4waves
Thank You
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