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Waves Conference Room
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Concurrent Session: 1:15 – 2:15pmWhat’s Your Big Data Credo?Phil Simon, author of The Visual Organization: Data Visualization, Big Data and the Quest for Better Decisions; and
Too Big Too Ignore: The Business Case for Big Data
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Understanding Big Data
Edison Ventures
Phil Simon
Atlantic City, NJJune 18, 2004
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Who am I?
@philsimon 4
• Award-winning author of six books, most recently The Visual Organization
• Speaker, consultant, and technology authority
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Agenda
• Introduction• Who I am
• What is Big Data and why does it matter?
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Agenda
• What are companies currently doing with Big Data and what can we learn from them?
• Tips on getting started• Discussion• Big Data: Moving from buzzword
to practice
@philsimon, 6
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What is Big Data, anyway?
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Big Data: Major Characteristics
• The 3 v’s• Mostly external to the
enterprise• Mostly unstructured data
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Data 101: Some Major Types
• Structured• Semi-Structured• Unstructured• Metadata
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Big Data: Major Characteristics
• Increasingly generated by machines, not people
• Inherently “unmanageable” in the traditional sense
• Doesn’t play nice with SQL
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Small Data Still Matters
• The era of Big Data does not mean that Small Data has become irrelevant
• Rather, Big Data extends the power of Small Data
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The Ability to Know Why
• Determine why things happen: • Why do customers buy what
they buy? • Why are some campaigns and
promotions are effective than others?
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1 + 1 = 5
• New data sources create new opportunities and potential value
• We can ask better questions of our data
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Big Data Tools
• Different statistical packages (R)• Hadoop• NoSQL/NewSQL• Sentiment Analysis• Text Analytics/Text Mining
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Big Data Tools
• Natural Language Processing
• A/B Testing• Predictive Analytics• Data Visualization
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Source: The Visual Thesaurus
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How does Netflix use Big Data?What can we learn from it?
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@philsimon 17
Netflix Stats
• Roughly 48M customers• Nearly $28B market cap • Responsible for 34% of all
US weeknight Internet traffic
Data as of June 9, 2014
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The Netflix Data Credo - 1
• Data should be accessible, easy to discover, and easy to process for everyone.
Source: Netflix - tinyurl.com/tvo-netflix
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@philsimon 19
The Netflix Data Credo - 2
• The longer you take to find the data, the less valuable it becomes.
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@philsimon 20
The Netflix Data Credo - 3
• Whether a dataset is large or small, being able to visualize it makes it easier to explain.
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@philsimon 21
What does Netflix know about each of its 48M streaming customers?
• What they watch• When they watch• The device on which they’re
watching• When they pause and/or
resume watching
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How are other organizations currently using Big Data?
What can we learn from them?
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Other Big Data Examples
• Insurance• Healthcare• Financial Services
Edison Ventures philsimon, 23
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Insurance
• Most car insurance companies base rates on simple demographic variables
• Progressive Pay as you Drive program collects real-time driver data
Edison Ventures philsimon, 24
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Lessons
• Collect as much data as you can• Be transparent with your
customers about what you’re collecting—and what you’re going to do with it.
Edison Ventures philsimon, 25
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Healthcare
• Used patient medical record data to identify nearly 200 people with diabetes who hadn’t been diagnosed yet.
Edison Ventures philsimon, 26
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Lessons
• Go beyond structured data. There’s tremendous potential valuable to be gleaned from unstructured data.
• Act on insights without scaring customers.
Edison Ventures philsimon, 27
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Financial Services
• RavenPack turns text from traditional and social media into structured feeds for quantitative applications
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Lessons
• Information like this can potentially help determine when sentiment towards a particular stock or set of stocks has changed
• Coupled with traditional investment measures, better decisions may very well result
Edison Ventures @philsimon, 29
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Getting Started with Big Data
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Big Data: Human Considerations
• Threatens the status quo and takes people out of their comfort zones
• Often meets with resistance—and lots of it
• Essential to the future of business• Often requires new skills.
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• Embrace data discovery• Think incrementally and
add new types of data• Don’t try to boil the ocean• Think description first,
prediction later
Recommendations on Getting Started
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• Manage expectations, under-promise, and over-deliver
• Build internal momentum• Aim for little victories—and the
communicate them• Make the skeptics and dataphiles
come to you
Recommendations on Getting Started
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• Reject “set it and forget it.”• Look outside of the organization• Lead, follow, or get out of the way• Describe first…predict later
Recommendations on Getting Started
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Edison Ventures - @philsimon, 35
• It’s a marathon…• not a sprint
Recommendations on Getting Started
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Discussion
Big Data: Moving from Buzzword to Practice
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Edison Ventures - @philsimon, 37
• How can our organization use Big Data?• How can we learn more about our
customers? Increase retention? Upsell?• How do I monitor trends and my
competition?• How can I use new data sources to inform
product and positioning?
Discussion and Food for Thought
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Connect with me
www.philsimon.com@philsimon
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@philsimon 39
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Networking BreakPlease be seated back in WAVES at 2:30pm for the next concurrent session
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Concurrent Session: 2:30 – 3:30pmCreate a Repeatable Winning Sales EngineElay Cohen, Co-founder & CEO SalesHood, former SVP Sales Productivity, salesforce.com
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Elay Cohen Founder & CEO
How To Scale Deal and Ramp Velocity?
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Elay CohenFounder, CEO, and Author
Former Senior Vice President, Sales Productivity salesforce.com
Creator of the Partner Relationship Management Category
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Sales Productivity Is A $60B+ Problem
Sales training & meetings are
ineffective
Sales and Marketing GTM are not aligned
Reps aren’t ramping fast
enough
Difficult to scale velocity, certainty &
repeatability
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We Solved These Sales Productivity Problems
From $500M to $3B
Deal Velocity
Ramp to Revenue
Revenue & rep productivity trend line
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Think Like A CEO and Act Like an Entrepreneur
Own outcomes Pipeline Revenue Customer success Skills & development Marketing programs
First line sales managers make it happen
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What It Takes To Win?
Sales Values & Process
Ongoing Learning & Sharing
Recruiting Machine
Sales Management Cadence
Go To Market
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TEACH LEARN
B U S I N E S S T E C H N O L O G YE M O T I O N A L
P R E F E R E N C E R E A D I N E S S
PROVE
SIGN
CLOSE
L E G A L P U R C H A S I N G
You Need Culture,
Process, & Domain to
Create
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1. What are they buying?
2. Why are they buying?
3. When are they buying?
4. Who is buying?
5. Who is paying?
Answer These Questions In Every Deal
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Compelling Events Drive Urgency
Compelling Event Date
Internal Pressure
External Pressure
Personal Impact
Consequences of Inaction
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Be Transparent About Metrics & Results Follow
Activity Emails Calls Connects
Pipeline1. Created2. Ratios3. Activity
Revenue1. Bookings2. New logos3. Cross-sell
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Winning Sales Managers Create Team Cadence
Monthly Sales Team CalendarWeek 1: Kick Off & Forecast
Increase predictability
Week 2: Sales Topic & Pipeline
Improve sales skills
Week 3: Sales Topic & Pitch
Share best practices
Week 4: Close & Celebrate
Energize the team
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Learning is Relevant, Ongoing, & Immediately Usable
World-class OnboardingPre-work, boot camps & coaching
Best Practice SharingPeer to peer deal strategies, pitches & proposals
Ongoing LearningSales meetings, 1:1s, mentors
1
2
3
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Balance Best Practice Execution with Inspection
Focus rep on customer activity that matters
Share best practices across the team
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Build a Recruiting Machine
Recruiting Scorecard1. Domain knowledge2. Success selling technology3. Quota accomplishments4. Customer references5. Peer references6. Presentation skills7. People skills8. Social selling9. Business acumen10. Sales pitch
The Pitch Try before you buy
Team Everyone interviews
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Execute a Winning Go To Market Strategy
Marketing & sales alignment Product launches Partners & Resources Customer success Right leadership team
Internationalization Maturity Localization Inspection Balance cultures
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Thank you.
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Networking BreakPlease be seated back in AQUA at 3:45pm