Bryce Gartner, icimo

Unlock Your DataKeys to Data Driven Success

Learning Objectives• After participating in this session, you will be able to:

• Distinguish between data reporting and data analysis • Develop strategies for using data to maximize business outcomes • Reference companies using data visualization to drive business

decisions toward becoming a data driven organization • Develop new ways to start using data and visualizations for

measurable results and big data strategies

3 Things

1. Be more than the Buzzword

2. Show to Tell

3. Be in the Know

Key Tenets

“Data is the new Oil. Data is just like crude. It’s valuable, but if unrefined it cannot really be used” ---Clive Humby

“We have for the first time an economy based on a key resource [information] that is not only renewable, but self-generating. Running out of it is not a problem, but drowning in it is. ---John Naisbitt

Results• Top Performing Companies are 5x more likely to be Data Driven (Harvard

Business Review)• Improve productivity by 5% and profitability by 6% (MIT)Environment• Business and data are constantly changing• 87% of business users view it is crucial to process and analyze data more

quickly

What is Big Data?

2012 2011 2010

Weeks Out

ReportDate

Members*

Other Professi

onalsGuests/Others

TotalAttende

es% to Plan

Members*

Other Professi

onalsGuests/Others

TotalAttende

esMembe

rs*

Other Professi

onalsGuests/Others

TotalAttend

ees

20 06/01/12 687 24 622 1,333 16% 504 16 578 1,098 597 12 551 1,160

19 06/08/12 762 30 681 1,473 18% 526 18 595 1,139 651 14 592 1,257

18 06/15/12 846 32 738 1,616 19% 575 22 643 1,240 709 18 621 1,348

17 06/22/12 938 34 798 1,770 22% 676 23 759 1,458 782 20 683 1,485

16 06/29/12 1,052 34 857 1,943 24% 740 28 825 1,593 857 26 735 1,618

15 07/06/12 1,154 35 912 2,101 27% 800 30 885 1,715 970 30 811 1,811

14 07/13/12 1,243 37 981 2,261 29% 879 35 952 1,866 1,048 35 850 1,933

13 07/20/12 1,433 45 1,068 2,546 33% 976 38 1,044 2,058 1,169 44 913 2,126

12 07/27/12 1,698 48 1,227 2,973 39% 1,102 46 1,143 2,291 1,305 47 987 2,339

11 08/03/12 2,007 50 1,450 3,507 46% 1,247 52 1,251 2,550 1,449 48 1,075 2,572

10 08/10/12 2,196 54 1,600 3,850 51% 1,409 63 1,431 2,903 1,722 51 1,205 2,978

9 08/17/12 2,415 70 1,735 4,220 56% 1,725 75 1,692 3,492 2,010 63 1,360 3,433

8 08/24/12 2,650 78 1,862 4,590 61% 2,066 86 1,965 4,117 2,253 72 1,508 3,833

7 08/31/12 2,911 85 1,991 4,987 67% 2,331 94 2,143 4,568 2,502 79 1,670 4,251

6 09/07/12 3,292 105 2,297 5,694 76% 2,719 113 2,588 5,420 2,855 91 2,033 4,979

5 09/14/12 4,053 160 2,811 7,024 93% 3,583 155 3,249 6,987 3,675 136 2,443 6,254

The Reality of “Big” Data

The Reality of “Big” DataMonth Division v0 Campaigns v0 Tactic Type v0 Tactic v0

March 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Offline FaxMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Offline Direct mailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Review Express 2012 EmailMarch 2012Continuing Education Comp Review Prep 2012 Offline Direct mailMarch 2012Continuing Education Review Express 2011 P&SMarch 2012Continuing Education 2012 CME Portfolio EmailMarch 2012Continuing Education 2012 CME Portfolio Email

2009 - Hyatt Regency Washington, DC Wed Thurs Fri Sat Sun Mon Tue Mon Tues Wed

Total P/U %Date 8-Jul 9-Jul 10-Jul 11-Jul 12-Jul 13-Jul 14-Jul 15-Jul Block 0 0 0 0 40 50 40 130 92%P/U 1 1 4 12 30 48 22 1 119

Attrition Set At: 80%Attrition Fee's paid: $0Room Rate: $xxxRoom Revenue $xx,xxxF/B (excluding T/G)F/B (including T/G) $xx,xxxNumber of Attendees: 115Comments:

Speaker Name OverallAverage Practical_KnowledgeAverage ReleventAverage BarriersAverage DifficultyAverage #SessionsSample Speaker 4.43 4.35 4.37 4.12 3.32 6Sample Speaker 4.70 4.64 4.51 4.42 3.35 2Sample Speaker 4.57 4.43 4.50 4.31 3.32 2Sample Speaker 4.29 4.15 4.26 3.89 3.40 2Sample Speaker 4.10 4.15 4.26 3.89 3.40 2Sample Speaker 4.11 4.15 4.26 3.89 3.40 2Sample Speaker 4.47 4.34 4.48 4.11 3.33 4Sample Speaker 4.54 4.46 4.47 4.24 3.49 4Sample Speaker 4.20 3.99 4.19 3.82 3.34 2Sample Speaker 4.81 4.76 4.73 4.53 3.41 8Sample Speaker 4.54 4.46 4.36 4.20 3.34 2Sample Speaker 4.62 4.45 4.58 4.32 3.70 1Sample Speaker 4.41 4.23 4.35 4.15 3.33 2Sample Speaker 4.62 4.39 4.21 4.31 3.28 5

Opinion-Based Data-Driven

Experience

People

Time

WantCan

8%

Speed to Opinion(Weeks/Months)

Conventional Self-Reliant

Speed to Insight(Seconds/Minutes)

Want Can

80%

Report Factory

App

From Here to ThereMonth Division v0 Campaigns v0 Tactic Type v0 Tactic v0

March 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Offline FaxMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Offline Direct mailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Comp Review Prep 2012 Online EmailMarch 2012Continuing Education Review Express 2012 EmailMarch 2012Continuing Education Comp Review Prep 2012 Offline Direct mailMarch 2012Continuing Education Review Express 2011 P&SMarch 2012Continuing Education 2012 CME Portfolio EmailMarch 2012Continuing Education 2012 CME Portfolio Email

2009 - Hyatt Regency Washington, DC Wed Thurs Fri Sat Sun Mon Tue Mon Tues Wed

Total P/U %Date 8-Jul 9-Jul 10-Jul 11-Jul 12-Jul 13-Jul 14-Jul 15-Jul Block 0 0 0 0 40 50 40 130 92%P/U 1 1 4 12 30 48 22 1 119

Attrition Set At: 80%Attrition Fee's paid: $0Room Rate: $xxxRoom Revenue $xx,xxxF/B (excluding T/G)F/B (including T/G) $xx,xxxNumber of Attendees: 115Comments:

Speaker Name OverallAverage Practical_KnowledgeAverage ReleventAverage BarriersAverage DifficultyAverage #SessionsSample Speaker 4.43 4.35 4.37 4.12 3.32 6Sample Speaker 4.70 4.64 4.51 4.42 3.35 2Sample Speaker 4.57 4.43 4.50 4.31 3.32 2Sample Speaker 4.29 4.15 4.26 3.89 3.40 2Sample Speaker 4.10 4.15 4.26 3.89 3.40 2Sample Speaker 4.11 4.15 4.26 3.89 3.40 2Sample Speaker 4.47 4.34 4.48 4.11 3.33 4Sample Speaker 4.54 4.46 4.47 4.24 3.49 4Sample Speaker 4.20 3.99 4.19 3.82 3.34 2Sample Speaker 4.81 4.76 4.73 4.53 3.41 8Sample Speaker 4.54 4.46 4.36 4.20 3.34 2Sample Speaker 4.62 4.45 4.58 4.32 3.70 1Sample Speaker 4.41 4.23 4.35 4.15 3.33 2Sample Speaker 4.62 4.39 4.21 4.31 3.28 5

People remember 10% of what they hear,20% of what they read and

80% of what they see and do.

“Ideal visualization should not only communicate clearly, but stimulate viewer engagement and

attention.”(Friedman, 2008)

Superstore Metric Dashboardat a glance..

394customers

400orders

178Kprofit

830Ksales

21%profit ratio

$107avg unit price

Departmental Metrics Monthly Trend (click to filter) Detail

choose a metricProfit Furniture

Office Supplies

Technology

| | Customers Orders Sales Profit Ratio

23%

33%

11%

$81K

$69K

$27K

$359K

$210K

$261K

118

250

113

120

243

115

Central East South West

About Tableau maps: www.tableausoftware.com/mapdata

Hot Spots by State (click a state to filter dashboard)

0K 5K 10K

Marie Daniel

Miriam Snow

Patrick Hendrix

Randall Montgomery

Juan Gilbert

Brian Bennett

Erin Brandt Spivey

Juanita Ballard

Sean Herbert

Laurence Cummings

Top 10 Customers (Profit)

-1% 61%Regional Hotspots

-1,239 26,150

choose relative date2/1/2014 12:00:00 ..

Profit

The concept is simple

Data Visualizers / BI Tools• Tableau• QlikTech• Spotfire

• Microstrategy

• SAP

• Microsoft

• SAS

Agility, Adopt, Advocate

A3

Agility

AdoptAdvocate

A3 in Action

A3

IDOpportunity

CentralSource

TargetAudiences

VisualizeData

Explore &Discover

EnabledStaff

Identify Opportunity (e.g. Events)2012 2011 2010

Weeks Out

ReportDate

Members*

Other Professi

onalsGuests/Others

TotalAttende

es% to Plan

Members*

Other Professi

onalsGuests/Others

TotalAttende

esMembe

rs*

Other Professi

onalsGuests/Others

TotalAttend

ees

20 06/01/12 687 24 622 1,333 16% 504 16 578 1,098 597 12 551 1,160

19 06/08/12 762 30 681 1,473 18% 526 18 595 1,139 651 14 592 1,257

18 06/15/12 846 32 738 1,616 19% 575 22 643 1,240 709 18 621 1,348

17 06/22/12 938 34 798 1,770 22% 676 23 759 1,458 782 20 683 1,485

16 06/29/12 1,052 34 857 1,943 24% 740 28 825 1,593 857 26 735 1,618

15 07/06/12 1,154 35 912 2,101 27% 800 30 885 1,715 970 30 811 1,811

14 07/13/12 1,243 37 981 2,261 29% 879 35 952 1,866 1,048 35 850 1,933

13 07/20/12 1,433 45 1,068 2,546 33% 976 38 1,044 2,058 1,169 44 913 2,126

12 07/27/12 1,698 48 1,227 2,973 39% 1,102 46 1,143 2,291 1,305 47 987 2,339

11 08/03/12 2,007 50 1,450 3,507 46% 1,247 52 1,251 2,550 1,449 48 1,075 2,572

10 08/10/12 2,196 54 1,600 3,850 51% 1,409 63 1,431 2,903 1,722 51 1,205 2,978

9 08/17/12 2,415 70 1,735 4,220 56% 1,725 75 1,692 3,492 2,010 63 1,360 3,433

8 08/24/12 2,650 78 1,862 4,590 61% 2,066 86 1,965 4,117 2,253 72 1,508 3,833

7 08/31/12 2,911 85 1,991 4,987 67% 2,331 94 2,143 4,568 2,502 79 1,670 4,251

6 09/07/12 3,292 105 2,297 5,694 76% 2,719 113 2,588 5,420 2,855 91 2,033 4,979

5 09/14/12 4,053 160 2,811 7,024 93% 3,583 155 3,249 6,987 3,675 136 2,443 6,254

Sample Visualizations• Our clients requested their visualizations not be shared

beyond the live presentation, for a gallery of samples that is updated regularly use the following link:

http://icimo.com/about/products/

Contact Us• Presenter Contact Information:

• Bryce Gartner• bryce.gartner@icimo.com• @icimo or @brycegartner

• Thank you for your participation!