Systems Of Insight
Unlocking Value From Big Data
@practicingea #SystemsOfInsight
Brian Hopkins, VP and Principle Analyst
© 2015 Forrester Research, Inc. Reproduction Prohibited 3
Forrester’s Customer Experience Index
Turning consumer opinion d...
© 2015 Forrester Research, Inc. Reproduction Prohibited 4
Great customer experiences pay off
-3%
51%
78%
-20%
0%
20%
40%
6...
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
“We are drowning in data
and starving for insight.”
— Global Bank
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Big data promises more insight
77% - use big data
to improve
cus...
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
Surely businesses will be able to…
Understand
individuals.
Under...
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
“You’ve got to start with the
customer experience and
work backw...
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Data driven won’t create
great customer
experiences…
…more insig...
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
Huh?!!!
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
We’ve been solving the wrong problem
Too much
data
“All the dat...
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
We’ve been solving the wrong problem
Not enough
action
“Data sc...
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Learnings
Digital insights
Insight masters talk a different lan...
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
It’s not technology…
…it’s a way of doing business.
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Stich Fix wants to disrupt retail
› Clothes show up at your doo...
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
The business discipline and
technology to harness insights and
...
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Systems of
Insight
deliver
action
 Test insight for value
 De...
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
#1 – It is a holistic system to connect data
and action
All Dat...
Business leader Manages the team to optimize a specific business outcome
Technology leader Responsible for insights testin...
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
#3 – They run on a digital insights architecture
Insights-drive...
Tesla’s driving experience is powered by
insight
› Fix problems before they
impact CX
› Team working towards
common outcom...
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
Systems of insight will power digital
engagement
People
World T...
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Change your vocabulary
From “data driven”
To “insights-driven”
#SystemsOfInsight
#InsightsTeams
#InsightsToExecution
#DigitalInsights
© 2015 Forrester Research, Inc. Reproduction Prohibited 27
Losers
 Data remains ‘Balkanized’
 Supply side thinkers
 Ent...
© 2015 Forrester Research, Inc. Reproduction Prohibited 28
Winners
Embed insights into every
experience
Products to insi...
forrester.com
Thank you
Brian Hopkins
@practicingea
NASSCOM Big Data and Analytics Summit 2015:Session III: Big Data and Systems of Insight :Unlocking Value
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NASSCOM Big Data and Analytics Summit 2015:Session III: Big Data and Systems of Insight :Unlocking Value

Big Data and Systems of Insight:Unlocking value by Brian Hopkins,Vice President and Principal Analyst,Forrester for NASSCOM Big Data and Aalytics Summit 2015
Published on: Mar 3, 2016
Published in: Presentations & Public Speaking      
Source: www.slideshare.net


Transcripts - NASSCOM Big Data and Analytics Summit 2015:Session III: Big Data and Systems of Insight :Unlocking Value

  • 1. Systems Of Insight Unlocking Value From Big Data @practicingea #SystemsOfInsight Brian Hopkins, VP and Principle Analyst
  • 2. © 2015 Forrester Research, Inc. Reproduction Prohibited 3 Forrester’s Customer Experience Index Turning consumer opinion data into insight
  • 3. © 2015 Forrester Research, Inc. Reproduction Prohibited 4 Great customer experiences pay off -3% 51% 78% -20% 0% 20% 40% 60% 80% 100% Customer experience index laggards Overall S&P performance Customer experience index leaders Forrester’s Customer Experience Index (CX Index™) mapped to stock performance over the past 7 years
  • 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 5 “We are drowning in data and starving for insight.” — Global Bank
  • 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 Big data promises more insight 77% - use big data to improve customer service. 87% - investing in a data hub or lake. 80% of Indian business say improving CX is a top priority Source: 331 Indian data and analytics decision makers
  • 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 Surely businesses will be able to… Understand individuals. Understand usage. Anticipate problems. Understand behavior. Contextually relevant experiences. Optimize product targeting.
  • 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 “You’ve got to start with the customer experience and work backwards toward the technology — not the other way around.” Steve Jobs Apple Worldwide Developer Conference, 1997
  • 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Data driven won’t create great customer experiences… …more insight won’t either!
  • 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 Huh?!!!
  • 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 We’ve been solving the wrong problem Too much data “All the data we need will never come from one place. There is too much of it.” Carlo Torinai Data Scientist Tesla Motors
  • 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 We’ve been solving the wrong problem Not enough action “Data scientists are great at finding insights, but it’s hard to keep them focused on the the outcomes our business needs.” Assad Shaik Chief Data Scientist
  • 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Learnings Digital insights Insight masters talk a different language Possible Data Possible actions Right data Effective actions
  • 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 It’s not technology… …it’s a way of doing business.
  • 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Stich Fix wants to disrupt retail › Clothes show up at your door › Two way learning between models and humans › Constant controlled experimentation › From recommendations to an way of doing business › The result: disruptive reimagining
  • 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 The business discipline and technology to harness insights and consistently turn data into action We call this new way “systems of insight” #SystemsOfInsight
  • 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Systems of Insight deliver action  Test insight for value  Deliver at point of decision  …in software  Close the loop #InsightsToExecution
  • 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 18
  • 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 #1 – It is a holistic system to connect data and action All Data Possible ActionsInsights-to-execution process Insights team Digital insights architecture Right data Effective actions
  • 19. Business leader Manages the team to optimize a specific business outcome Technology leader Responsible for insights testing, implementation, and architecture Domain experts Recognizes insights worth the investment Developers Test and implement insights in software and business rules Data scientists Build models and exercises them to reveal potential insights Data engineers Gathers, assesses, integrates, prepares, and manages data #2 – They are operated by #InsightsTeams
  • 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 #3 – They run on a digital insights architecture Insights-driven applications Insight Fabric Data Feed Execution engines Insight discovery and implementation tools Collaboration and governance tools #DigitalInsightsArchitecture
  • 21. Tesla’s driving experience is powered by insight › Fix problems before they impact CX › Team working towards common outcome › Insights services let engineers find and test insights. › Developers implement insight in firmwarePipeline Insights services Engineers Firmware developers Data scientists Data engineers
  • 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 Systems of insight will power digital engagement People World Trans- action Systems of insight power digital business
  • 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Change your vocabulary
  • 24. From “data driven”
  • 25. To “insights-driven” #SystemsOfInsight #InsightsTeams #InsightsToExecution #DigitalInsights
  • 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 Losers  Data remains ‘Balkanized’  Supply side thinkers  Enterprise software Systems of insight will redefine business Data-driven
  • 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 28 Winners Embed insights into every experience Products to insights driven services Ecosystem builders Systems of insight will redefine business Insights -driven
  • 28. forrester.com Thank you Brian Hopkins @practicingea

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