managing data smartly

ComMetrics

2008_06_16

Session 10: Managing data smartly – Making data dance

http://www.slideshare.net/ComMetricsUniversityLatest version can be found here just before class

Presented by

http://www.YouTube/ComMetricsComMetrics – videos

http://info.cytrap.eu/?p=134social media trends 2011

http://info.cytrap.eu/?p=176ComMetrics blog checklist

Urs E. Gattiker , Ph.D.

My.ComMetrics.com

http://www.slideshare.net/ComMetricsUniversity

http://www.youtube/ComMetrics

http://info.cytrap.eu/?p=134


ComMetrics

_Wrap up from last session

2011_01_17

3 critical things learned – here comes the Nespresso / Denner example

_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions

ComMetrics

_Nespresso is protected by 1700

patents

1 > Sfr. 3bn in 2010

2 Denner sells capsules for about half price

2010_11_10

>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

ComMetrics


patents

3 In 2010 Jean-Paul Gaillard ... Also former Nestlé exec.

launched his Ethical Coffee Co to produce Nes-

presso compatible capsules

4 2011-01-10 Monday St. Gallen court gave Nestlé a legal

victory by supporting its challenge to discount retailer

Denner. Denner said it would appeal

2010 Nestlé launched lawsuit against Sara Lee

the US food group, fro alleged patent infrignement

with its L‘Or Expresso. Sara Lee denied

infrigning any patents 2010_11_10


ComMetrics


patents

5 2010 Nestlé launched Special T, a tea-making syste

designed to do for the beverage what Newspresso

has done for premium coffee

Initially launched in France machine costs €129 with a

10 capsule pack costing an additional €3.50

Tea bag Migros = 3 Rappen versus

===> 42 Rappen Special T – they cost 50

6 Jan 2010 Eric Favre former Nespresso CEO launched

Tpresso

2010_11_10


ComMetrics

_After Nespresso back to today‘s topic

Are we ready?

2010_11_10


ComMetrics

_Everybody wants to measure the web

traffic

#1 How can we demonstrate that our web efforts are

Challenge delivering – pageviews, mentions on Twitter

Strategy: Focus on metrics that result in action

2010_11_10


ComMetrics


traffic

Solution:

-Social media metrics – what is the purpose – set strategy and check

---- using no more than 5 measures

1 - ComMetrics Footprint index,

2 - Health Index,

3 - ComMetrics Resonance,

==> 4 ComMetrics Blog Impact Index

2010_11_10


ComMetrics


traffic

Solution:

---- using no more than 5 measures – complement previous 4 with:

5 - referral traffic AND statistics from

6 URL shortener (e.g., how many of my Twitter followers clicked on

the URL I sent)

WATCH THE TRENDS compare July 2009 with July 2010

2010_11_10


ComMetrics

_Why it matters – today‘s 3 nuggets

1 What is the amount of data we are dealing with - trends?

2 What can we get out of these data?

3 Visualization can help

2010_11_30

_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions

ComMetrics

_Purpose

2011_01_18

What is this all about?

>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

ComMetrics

_What is data, information, database, data-warehouse?

2011_01_18

Definition in textbook?

Does you textbook define data warehouse, database, etc.?How are data management, warehouse, software applications, etc. defined in other MBA courses/modules?

How does data management, warehousing and so forth relate toinnovation?

What is your company‘s core database or warehouse. Which application using your company‘s warehouse do you use most in your work?

(please bring document to class)

::::::::::::::::::::::::::::::::::::::


ComMetrics

_What is a database versus a data warehouse?

2011_01_18

Data-warehouse = storage and read-optimized – Swiss frequent flyer

data, Migros Cumulus card program

Application database = write optimized PostFinance pay terminal

http://www.ehow.co.uk/video_5112690_data-warehouse_.html 1 min video

http://opensourceanalytics.com/2005/11/02/database-vs-data-warehouse/ (blog entry, explain it very nicely)

::::::::::::::::::::::::::::::::::::::


http://www.ehow.co.uk/video_5112690_data-warehouse_.html



http://opensourceanalytics.com/2005/11/02/database-vs-data-warehouse/







ComMetrics

_Are we producing much data?

2011_01_18

Facebook has 40bn photos


ComMetrics

_Are we using these data?

2011_01_18

Mobile is changing our lives, selling,communication and much more

BUT – can all afford it?http://commetrics.com/?p=10816


http://commetrics.com/?p=10816

ComMetrics

_How are we storing these data?

2011_01_18

tp://commetrics.com/?p=10242 (near buttom – video)


http://info.cytrap.eu/?page_id=178

http://info.cytrap.eu/?page_id=178


ComMetrics

2010_05_05

_Wal-Mart creates petabytes

Operates 8,400 stores worldwide

>2m employees

>$200bn revenue in 2009

INFOS

>200m customer transactions each week

> 1m customer transactions each hour

> 2.5 petabytes = data store = about 167 x the

books in America‘s Library of Congress


ComMetrics

_From Purpose to HowTo

2011_01_18

How do we put this into practice?

>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions

ComMetrics

_Can we simplify things

2011_01_18

http://video.techrepublic.com.com/2422-19180_11-218297.html 5 min

Making sense out of all these data

Dashboards


http://video.techrepublic.com.com/2422-19180_11-218297.html





ComMetrics

_3 assigned readings – Topic 10

2011_01_18

- we choose a student to moderate the discussion – you can

volunteer yourself for today or for tomorrow

- please have your notes ready – all students

- Chosen reading is:

- Could your data management approach result into value that an be

leveraged in your business = data driven management


ComMetrics

_Tools & Tips

2011_01_18

- Managing RSS

>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

ComMetrics

_How do we use RSS manage data - information

2011_01_18

- How to add an RSS feed

http://university.commetrics.com/?page_id=130

Infos for non-geeks – how to use it with your e-mail program

-Outlook, Mozilla Thunderbird,

-What about Google Reader?

-Why RSS feed may not be used by your target audience

http://commetrics.com/articles/why-rss-fails-with-my-readers/


http://university.commetrics.com/?page_id=130












ComMetrics

_Decision time

2011_01_18

- How to use your data smarter


ComMetrics

_Student Case – Claudio Vallebona

2011_01_18

- Developing marketing strategy

data collection and fine-tuning the company‘s strategy while

reaching set milestones

>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

ComMetrics

_Student Case –

2011_01_18

- more


ComMetrics

_Steps to do the most with data?

2011_01_18

http://commetrics.com/?p=11250 5 min – showing how to visualize data – bottom of post

Dashboards



ComMetrics

_Steps to do the most with data

– geo-location?

2011_01_18

- http://commetrics.com/?p=11595

today, 4% use this service at all, down from 5% in May 2010(see also Session 8 – think before mindlessly geo-tagging things

and sharing the info with your network)



ComMetrics

_One last thing – Wrap-up

2011_01_18

>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions

What we learned

Do not trust data – check

sample selection PLUS journalists

generally get it wrong (35% see

something as positive – plenty of

chance to innovate for your business)

http://twitter.com/kfuellhaas/status/25916865981194240

http://www.absatzwirtschaft.de/content/_t=ft,_p=1003186,_b=73325

http://www.friendsofbrands.com/pdf/social-media-Studie_Friends_of_Brands.pdf

http://twitter.com/kfuellhaas/status/25916865981194240

http://www.absatzwirtschaft.de/content/_t=ft,_p=1003186,_b=73325






ComMetrics

_Why it matters – today‘s 2 nuggets

2010_11_30


1 What is the amount of data we are dealing with - trends?

2 What can we get out of these data?

3 Visualization can help

ComMetrics

_One more thing

2010_11_30

People do not necessarily decide rationally but, instead, emotions play a role

(e.g., with Apple) and using a nice decoy (The Economist) or making it a

totally new experience (Starbucks – you cannot compare it to anything

else - SEE Session 13 – watch out your customer gets smarter...)


ComMetrics

_One more thing

2011_01_17

Please discuss:

3 most critical things we learned today

3 things I love to get more infos about

Let your data dance – Hans Rosling uses data visualisations to make serious

points about health policy and development.

AMAZING videos – trust Steve Jobs on this http://www.economist.com/node/21013330


http://www.economist.com/node/21013330

ComMetrics

2008_06_16

My.ComMetrics.comSession 10: Managing data smartly – data Gau

Presented by http://My.ComMetrics.com (free registration)

http://ComMetrics.com (blog)


social media trends 2011


ComMetrics blog checklist

Urs E. Gattiker , Ph.D.

Roentgenstrasse 49 Street

CH-8005 Zuerich Zip Code

Switzerland Country

+41(0)44 272 1876 Voice

+41(0)76 200 7778 Cell

[email protected] Google Talk

www.ComMetrics.com URL

http://my.commetrics.com/

http://commetrics.com/



managing data smartly

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