DATA ANALYTICS THE EMERGING CATACLYSMIC FORCE FOR THE COMMUNICATIONS - PowerPoint PPT Presentation

DATA ANALYTICS THE EMERGING CATACLYSMIC FORCE FOR THE COMMUNICATIONS INDUSTRY CHRIS DERI TENEO HOLDINGS

SETTING THE CONTEXT

THERE’S DATA, WHAT THIS DATA MEANS FOR EVERYWHERE THE CEO IMPLICATIONS CHANGING ROLE FOR THE OF INSIGHTS ENTERPRISE

THERE’S DATA, WHAT THIS DATA MEANS FOR EVERYWHERE THE CEO IMPLICATIONS CHANGING ROLE FOR THE OF INSIGHTS ENTERPRISE

BLUE RUBICON 
 INSTITUTE “We need empirical evidence not philosophical assertion. We need mechanisms and a systematic approach to tracking stakeholders, issues, perceptions and identifying patterns. And we need good radar to track emerging issues.” S EN I OR I NDEPENDENT DIRECTOR [ M u l t i n a tional Financial S ervices]

FROM… TO…

FROM… TO… • Harnessing Big Data • Little & Big data blending

FROM… TO… • Harnessing Big Data • Little & Big data blending • Cacophony of critical factors • Singular “root causes” analysis

FROM… TO… • Harnessing Big Data • Little & Big data blending • Cacophony of critical factors • Singular “root causes” analysis • Automated dashboards • Analog curation

THERE’S DATA, WHAT THIS DATA MEANS FOR EVERYWHERE THE CEO IMPLICATIONS CHANGING ROLE FOR THE OF INSIGHTS ENTERPRISE

CEOs: KNOWLEDGE HUNTER-GATHERERS

CEOs: KNOWLEDGE HUNTER-GATHERERS ROUTINE PRACTICES • One-to-one conversations • Walkabouts • Quick catch-up meetings over coffee

CEOs: KNOWLEDGE HUNTER-GATHERERS ROUTINE RELATIONSHIPS PRACTICES • One-to-one • Conversations with conversations inner circle • Walkabouts • Networks of former colleagues • Quick catch-up meetings over • Trade conferences coffee

CEOs: KNOWLEDGE HUNTER-GATHERERS ROUTINE TOOLS AND RELATIONSHIPS PRACTICES TECHNOLOGIES • One-to-one • Conversations with conversations inner circle • Monitoring system • Walkabouts • Networks of former • Twitter colleagues • Quick catch-up • Blog meetings over • Trade conferences coffee

CEOs: KNOWLEDGE HUNTER-GATHERERS OUR FOCUS ROUTINE TOOLS AND RELATIONSHIPS PRACTICES TECHNOLOGIES • One-to-one • Conversations with conversations inner circle • Monitoring system • Walkabouts • Networks of former • Twitter colleagues • Quick catch-up • Blog meetings over • Trade conferences coffee

BLUE RUBICON 
 INSTITUTE “We need reputation tracking capabilities to provide a base line analysis of current levels of reputation and trust – a credible measurement. We need to have a wider and deeper view of reputation and the ability to read across the business for reputation and trust risks. And we need to understand where we are making it difficult for customers to do business with us.” BOARD DIRECTOR [FTS E100]

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FROM… TO… • Data & Insights Given to CEO • Data & Insights Gathered by the CEO

FROM… TO… • Data & Insights Given to CEO • Data & Insights Gathered by the CEO • Distracted by Dashboard • Informed by Analog & Digital Analysis

FROM… TO… • Data & Insights Given to CEO • Data & Insights Gathered by the CEO • Distracted by Dashboard • Informed by Analog & Digital Analysis • 100% clarity before decisions • Agile decision-making

THERE’S DATA, WHAT THIS DATA MEANS FOR EVERYWHERE THE CEO IMPLICATIONS CHANGING ROLE FOR THE OF INSIGHTS ENTERPRISE

RESEARCH ACROSS COMMS LIFECYCLE

RESEARCH ACROSS COMMS LIFECYCLE B BUILD AWARENESS

RESEARCH ACROSS COMMS LIFECYCLE AWARENESS A B BUILD ADVANCE KNOWLEDGE

RESEARCH ACROSS COMMS LIFECYCLE B A S BUILD ADVANCE SUSTAIN AWARENESS KNOWLEDGE RELEVANCE

RESEARCH ACROSS COMMS LIFECYCLE B A S I BUILD ADVANCE SUSTAIN INITIATE AWARENESS KNOWLEDGE RELEVANCE ACTION

RESEARCH ACROSS COMMS LIFECYCLE B A S I C BUILD ADVANCE SUSTAIN INITIATE CREATE AWARENESS KNOWLEDGE RELEVANCE ACTION ADVOCACY

SOCIAL = CONVERSATIONS IN CONTEXT SOCIAL SIMPLY PROVIDES CONTEXT UNPROMPTED AND UNFILTERED READ OF VOCAL PUBLIC OPINION SOCIAL MEDIA ANALYSIS THE SCALE OF SOCIAL HAS FOSTERED DASHBOARD SYNDROME, CONFUSING DATA WITH HAS OVERWHELMED & FRACTURED INSIGHT MANY BUSINESSES

FROM… TO…

FROM… TO… • Tactical and executional • Strategic and predictive

FROM… TO… • Tactical and executional • Strategic and predictive • Evaluation (what is happening today; 
 • Measurement (determining progress 
 pass/fail) towards a goal) 


FROM… TO… • Tactical and executional • Strategic and predictive • Evaluation (what is happening today; 
 • Measurement (determining progress 
 pass/fail) towards a goal) 
 • Piecemeal, siloed analysis • Integrated, holistic analysis

FROM… TO… • Tactical and executional • Strategic and predictive • Evaluation (what is happening today; 
 • Measurement (determining progress 
 pass/fail) towards a goal) 
 • Piecemeal, siloed analysis • Integrated, holistic analysis • Subject-matter expertise • Machine learning, curated

FROM… TO… • Tactical and executional • Strategic and predictive • Evaluation (what is happening today; 
 • Measurement (determining progress 
 pass/fail) towards a goal) 
 • Piecemeal, siloed analysis • Integrated, holistic analysis • Subject-matter expertise • Machine learning, curated • Research to justify function/ 
 • Research to create comms 
 departmental performance with the intended impact

THERE’S DATA, WHAT THIS DATA MEANS FOR EVERYWHERE THE CEO IMPLICATIONS CHANGING ROLE FOR THE OF INSIGHTS ENTERPRISE

STATUS QUO: DISCONNECTED DATA CEO

STATUS QUO: DISCONNECTED DATA SOCIAL REVENUE 
 GROWTH EBITDA 
 SUPPLY CHAIN EPS NEWS IT AND BUSINESS CEO MARKETING STRATEGY RISK PROFILE BRAND 
 PATH TO HEALTH CRM PURCHASE CLIENT RETENTION RATIOS

“The dirty little secret of big data is that most data analysts spend the vast majority of their team cleaning and integrating data – not actually analyzing it.” TOM DAVENPORT, 
 P R OFES S OR OF IT & MANAGEMENT 
 [BABS ON C OLLEGE]

FROM… TO…

FROM… TO… • Digital groups and silos • Digital-first organizations

FROM… TO… • Digital groups and silos • Digital-first organizations • Predictions based on past • Capitalizing on patterns

FROM… TO… • Digital groups and silos • Digital-first organizations • Predictions based on past • Capitalizing on patterns • Accelerating processes • Automating processes

FROM… TO… • Digital groups and silos • Digital-first organizations • Predictions based on past • Capitalizing on patterns • Accelerating processes • Automating processes • Tactical focus on outputs • Strategic focus on outcomes

BLUE RUBICON 
 INSTITUTE “The board wants evidence and indicators that help them understand management’s actions and their impact on trust (is it being incrementally built?), is trust differentiating the business, and are we moving the dial on trust? They want trust indicators that closely align with customer and business value metrics.” GR OUP C OR PORATE AFFAIRS DIRECTOR [N ATION AL BANK ]

THREE LIVE USE CASES

THREE LIVE USE CASES 1 DE-DIGITIZING THE DASHBOARD

THE DASHBOARD 2 THREE LIVE USE CASES 1 MAPPING THE DE-DIGITIZING INFLUENCERS WHO REALLY MATTER

THE DASHBOARD 2 REALLY MATTER 3 THREE LIVE USE CASES 1 EARLY WARNING: MAPPING THE DE-DIGITIZING AUTOMATING, INFLUENCERS WHO ACCELERATING INSIGHT

THE DASHBOARD 2 REALLY MATTER 3 THREE LIVE USE CASES 1 EARLY WARNING: DE-DIGITIZING MAPPING THE AUTOMATING, INFLUENCERS WHO ACCELERATING INSIGHT

MANUALLY-CURATED INSIGHTS AND IMPLICATIONS

MANUALLY-CODED SENTIMENT

SOCIAL SCIENCE METHODS TO IDENTIFY LEADING INFLUENCERS

LEADING ISSUES IDENTIFIED TO 
 DRIVE ENGAGEMENT

THREE LIVE USE CASES 1 2 3 MAPPING THE EARLY WARNING: DE-DIGITIZING INFLUENCERS WHO AUTOMATING, THE DASHBOARD ACCELERATING INSIGHT REALLY MATTER

“There are 1,000 people in the world who truly influence this issue. I need to know who they are, what they are saying and who I can engage.” CEO [ G LOBAL 100 C OMPANY ]

KEY INFLUENCERS TRANSLATE INTO ENGAGEMENT

HEALTH CRUSADERS ALL NATURAL MOMS MEDICAL PROFESSIONALS AGE: 45-63 DIETICIANS, MOMS AGE: 20-44 11% 17% DOUBTING DIETERS MEDICAL RISK ADVOCATES 8% DOCTORS, ATHLETES 23% AGE: M 29-44, F 45-63 MEDICAL PROFESSIONALS, DIETICIANS AGE: 20-44 Engage 41% Engage carefully NUTRITIONAL BALANCE SEEKERS Monitor but do not engage MILLENIALS, WRITERS, MUSICIANS AGE: 20-44

NETWORK VISUALIZATIONS BESPOKE TO EACH INFLUENCER’S GENUINE REACH

THE DASHBOARD 2 THREE LIVE USE CASES 3 1 EARLY WARNING: MAPPING THE AUTOMATING, DE-DIGITIZING INFLUENCERS WHO ACCELERATING 
 REALLY MATTER INSIGHT