@Expion / @albert4waves

The Big Data Black Hole

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The Customer

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Wages Are Not Rising

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Dollars Available = Shrinking

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The Rise of Mobile

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The Collaborative Economy

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Customers Have More Information

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Data Tools and Their Focus

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Display Advertising

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Email

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Web Personalization

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Web Optimization

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This is not innovation… this is SOP

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Where Your Data Needs to Be

@Expion / @albert4waves

What you are asking, “How do I…”

• Optimize my display ads• Increase sales via direct marketing• Offer better personalized

experiences• Optimize my web conversion

@Expion / @albert4waves

But the customer wants to know…

• Can you make my life better• Will you make it right if it sucks• Will you go the extra mile• PS. Do all of this faster!

@Expion / @albert4waves

Make my life better

@Expion / @albert4waves

Make it right if it sucks

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Go the extra mile

@Expion / @albert4waves

Ask Yourself, “Why is my data not working for me?”

@Expion / @albert4waves

You think you need more…

@Expion / @albert4waves

You are not aware of Miller’s Law

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You are trying to be Nate Silver

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You rely entirely on data to predict customer needs…

@Expion / @albert4waves

You don’t know what’s important

@Expion / @albert4waves

If business results were dependent on data, then how come?

@Expion / @albert4waves

Most businesses don’t have a data problem, they have a distribution

problem

@Expion / @albert4waves

Innovation and Instincts can be Stronger than Data

@Expion / @albert4waves

Thin Slicing

• “The key to good decision making is not knowledge. It is understanding. We are swimming in the former. We are desperately lacking in the latter.”

• Cook County Hospital – 70% Accuracy– 95% Accuracy

@Expion / @albert4waves

What would make this more scary?

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Case: Blake Mycoskie

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Case: Nick Woodman

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Case: Sara Blakely

@Expion / @albert4waves

Analyze total but distribute local

Content Optimization

and Distribution

VOICE OF CUSTOMER (CEM) STAKEHOLDERS

Research and Development

Executives

Human Resources

Sales & Marketing

Customer Care

Operations

Product Management

Blogs

Facebook

Ratings & Review

Online Communities

Twitter

Transactions

Call Center

Online Feedback

Chat

Surveys

E-mails

Voice Transcriptions

Social: G+, Youtube, Insttagram, Pinterest, Tumlblr, …

TRANSFORMATION

@Expion / @albert4waves

The Future Will Be Won By…

• Distributing data to those who can act

• Enabling employees to operate at higher service standards

• Providing an adaptive behavior recommendation

@Expion / @albert4waves

Thank You