stephenson big data utrecht 2017
TRANSCRIPT
StrategicPlanningforAnalytics
Business Goals
Analytic Projects Data Technology Staffing
3
Stage1:DataBeatsOpinion
4
Is my marketing spend effective?
Why is revenue 20% below budget?
How is my website traffic?
Business GoalsAnalytic Projects Data Technology Staffing
MaximizemarketingROI
Understandrevenuestreams
5
Stage1:BasicDataAnalysis
Sales Strategy Finance Marketing OperationsIT
Stage 1: Business Analysts
6
Stage1:DataBeatsOpinion
7
Is my marketing spend effective?
Why is revenue 20% below forecast?
How is my website traffic?
How can I improve my website?
8
Stage1:BasicDataDrivenApproach
Trackuse ofwebsite andapps
Taggingandanalysisofwebsiteandmobile
apps
Webanalyticsdata
Webanalyticstool
(GoogleAnalytics,
Omniture,etc.)
(Web)analyst
Sales Strategy Finance Marketing OperationsIT
Web Analytics
Stage1:BusinessAnalysts
6
10
How are KPIs such as traffic and sales changing over time ?
Can I understand and steer customers across all touchpoints?
Can I make real-time reports and self-service data tools available across my organization?
Stage2:BiggerQuestions
Long-term view
Breakdown of data silos
Enterprise use of data
DashboardVisualizations
Visualization Slide Here
8
ParetoChart
Visualization Slide Here
8
Geographic Overlays
14
Stage2:ApproachforBiggerQuestions
Business GoalsAnalytic Projects Data Technology Staffing
Abilitytoaccessandanalyzedetailedhistoricdata
Centralizerecordsofallcustomerinteractions
Realtime, scalablereportingandbusinessanalytics
Web Analytics
Stage2:DataWarehousingandReporting(BI)
10
Sales Strategy Finance Marketing OperationsIT
Business Intelligence
(BI)Storage Visuals
16
How can I customize product recommendations for each visitor?
How can I prevent valuable customers from leaving?
Can I forecast future demand for my products?
Stage3:Data ScienceandBigData
Business GoalsAnalytic Projects Data Technology Staffing
Customers quicklyfindproductsthatappealtothem
RecommenderEngine
ProductfeaturesClickStreamSalesrecords
Retainvaluablecustomers ChurnanalysisCustomerprofilesMulti-touchpointdataHistoricchurndata
Forecast productdemand Statisticalmodelordeep learning
Web analyticsdataSocialmediadataSalesdata
17
Stage3:DataScienceandBigData
DataScienceBigData
Platform
Sales Strategy Finance Marketing OperationsIT
Web Analytics
Business Intelligence
Storage2
1
3Visuals
4
5
Stage3:BI,BigDataandDataScience
13
3-6
mon
ths
1 ye
ar3
year
Continued A
/B tests
AnalyticsRoadMap
First Focus Area Second Focus Area Third Focus Area
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6AnalyticLeadership
14
2
SuggestedHiringOrder
Leadership for data and analytics program
1 Business Analysts
6 Web Analyst (Dedicated)
3 Date Warehousing Experts
4 Visualization Experts (Reports and Dashboards)
5 Data Scientists (Machine Learning, Statistics, etc.)
15
