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What are the biggest business and data-related challenges executives see?

Executives offer Top 5 success factors for market-facing data initiatives

report data and analytics silos within their organisations

Leading practitioners in advanced analytics are combining internal data with external data…

External data sources% of all respondents

Social media data

Third-party marketing analytics

Data from public/government databases

Credit rating data

Geolocation data

Aggregated tracking data from third parties

46%

39%

35%

33%

33%

21%

Internal data sources% of all respondents

Customer data

Sales transaction data

Pricing data

Supplier/Supply-chain data

E-commerce data (internal)

CRM data

Manufacturing data

Mobility analytics

Sensor-based data

56%

44%

36%

33%

31%

29%

26%

24%

19%

…to create leading-edge analyses of their competitors and markets

Source: A commissioned study conducted by The Economist Intelligence Unit on behalf of SAP, September 2015.

For more results and recommendations, read the EIU Thought Leadership Paper sponsored by SAP, “Competing smarter with advanced data analytics.”

Competing smarter with advanced analytics

In June and July 2015 The Economist Intelligence Unit conducted a global survey of 300 leaders in data analytics. The respondents include companies with over $500 million in annual revenue, represent 20 different industries, and hold senior positions in their companies – including 50% C-level executives. The goal was to assess trends in the use of market-facing analytics.

The �rst generation of data analytics:Historically, the focus of data has been inside the company’s four walls due to internal data being:• Available, controllable, and more easily integrated• Focused on internal operations – supplier ef�ciency, transaction analytics, etc.

2 Modernised

software

1 More experience in data analytics

4 New third-party

data sources

But four emerging trends are enabling

creative new uses of data that enable companies to

go on the attack.

3 Cloud-based

computing power

What market-facing initiatives are advanced analytics practitioners experimenting with?

50% are beating competitors’ pricing with price optimisation

44% are tracking competitors’ brands with social media

42% are using predictive analytics to forecast market demand

…and report signi�cant bene�ts.

Survey respondents report high levels of satisfaction with their advanced analytics initiatives…

Also, 1 in 5 report new customers and increased market share as major bene�ts.

80%

91%

overall satisfaction

say they are likely to pursue further market-facing advanced analytics initiatives

41% cost savings

33% creation of new business opportunities

26% increased revenues

Select the right initiative

Deploy a team with the right skills

Use the best software

Obtain executive support

Collaborate between IT and business units

42%

38%

34%

33%

33%

43%

Other top challenges include

gaining suf�cient executive support

developing a holistic view

lack of personnel with suf�cient expertise

41%

41%

41%

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