The Data Driven OrganizationBig Data, Advanced Analytics, Business IntelligenceAugust 5, 2015

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Competitive Analyticstransform data | optimize decisions | maximize profits

About Competitive Analytics

Better, Faster, More Profitable Decisions

We help the world’s most successful companies analyze their data and the competitive forces affecting them . . . with a customized business intelligence approach that addresses the challenges unique to each organization.

preface

“analytics”

Charles Barkley on Analytics . . .

“I’ve always believed analytics was crap. Analytics don’t work at all. It’s just some crap some people who are really smart made up to try to get in the game because they had no talent.”

5:10 am this morningESPN Satellite Radio

“Anyone who is not using analytics is at a severe disadvantage.”

- Jeff Luhnow, GM, Houston Astros

So, how important is Big Data and Advanced Analytics?

Maslow's Hierarchy of Needs 2.0

Basic needs:security, safety, transportation, energy

Big Data & Advanced Analytics

WiFi

What will we show you today?

are you ready to drink from a fire hose?

• primer

• live dashboards

Big Data is not just a big trend

Big Data and Analytics are being absorbed into our culture . . .

“It’s free, but they sell your information.”

Why?

Competitive Analyticstransform data | optimize decisions | maximize profits

Why?

Its simply the way the world is moving . . .

Organizations will embrace big data and advanced analytics or be left behind.

Why?

By 2016, big data analytics will pervade everything we do.

Why?

Based on an MIT/IBM survey of 3000 executives, managers, and analysts worldwide among 30

industries and 108 countries:

Top Performing organizations are FIVE TIMESas likely to use analytics versus Low Performers.

Top Performingas likely to use

Are businesses DDOs?

95% of businesses use only 5% of the value of their own data.

5%

95%

Only 7% of organizations track demand indicators that “drive” their business.

7%

93%

Diagnosis:C-Suite are misinformed

about how to become a DDO.

Becoming a DDO

Let’s start with what a DDO is not . . .

Software

So what is it?

Anatomy of a DDO

Lot’s of time series data!

Lot’s of time series data!Internal & External

Lot’s of time series data!Internal & External

Clean & Precise

Lot’s of time series data!Internal & External

Clean & Precise

Correlation v. Causation

Lot’s of time series data!Internal & External

Real-time Perpetual Downloading

Clean & Precise

Correlation v. Causation

9 Functions of a DDO

9 Functionsof a DDO

I N T E R N A LData Discovery

We organize, analyze, and “decipher” the hidden value

of your data and KPIs.

•95% of businesses use only

5% of the value of their own data.

E X T E R N A LData Mining

We track over 500,000 data series and research reports covering the

global & national economy, all sectors & industries, and over 10,000

public & private businesses.

•7% of organizations track demand

indicators that “drive” their business.

C O N T E X T U A LData Crunching

We run proprietary mathematical, statistical, and analytical apps to

identify the key indicators that correlate to and drive your business.

•Based on an MIT/IBM survey, “Top Performing”

organizations are FIVE TIMES as likely to use analytics versus “Low Performers.”

SalesSales Benchmarking

Marketing ROIRevenue Analytics

PricingPrice Optimization

Value ComponentsInventory Yield Mgmt.

DemandConsumer Demand

DemographicsB2B Demand

MacroGlobal Economics

National EconomicsSubmarket Economics

ValuationAsset Valuation

Acquisition AnalysisDisposition Analysis

ForecastingWhat-If Scenarios

BudgetingBusiness Planning

BehaviorConsumer Behavior

Focus GroupsPsychometrics

MicroSector Trends

Industry TrendsCompetitive Trends

SubmarketCMA Rankings

Entry & ExitSWOT Analytics

ProductProduct Segmentation

Product FeaturesProduct Feasibility

HREmployee Performance

Employee Comp.Employee Incentives

NanoTransaction AnalyticsPoint of Sale TrendsTransaction Cycles

CostsEfficiency Analytics

Cost RecoveryExpense Reduction

InvestmentFinancial Modeling

Project ROIAsset Analysis

RivalsCompetitive Intell.

Analogue IntelligenceRanking/Benchmarking

MediaWeb Analytics

Social Media AnalyticsEmail Analytics

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5 6 7 8

9 10 11 12

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C U S T O M I Z A B L EVisualizations

We help you visualize all your data by designing interactive

and custom dashboards, reports, and scorecards for

your exact BI needs.

•70% of BI projects fail to meet the enterprises' objectives. However,

successful BI and analytics projects yield a return of $10.66 for every dollar spent.

I N T E R A C T I V EMobile BI

We help you interact, share, collaborate, analyze, and

present your data by delivering an elegant, easy-to-use, and

rapid-fire mobile BI experience for iPad & iPhone.

S T R A T E G I CAdvisory

As your strategic and tactical advisor, we help you present and contextualize your data

into meaningful reports, powerful presentations, and

actionable decision scenarios.

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© 2015 Competitive Analytics. © 2015 DECIPHER. All rights reserved. Competitive Analytics 3195 Red Hill Avenue, Suite C, Costa Mesa, California 92626 714 660 2799 !Office www.CompetitiveAnalytics.com Questions? Comments? Requests? Email us at info@CompetitiveAnalytics.com

MEMBERMEMBER

MEMBER

MEMBER

MEMBER

1P E R P E T U A L

InquiryNine

PerpetualQuestions

9O P T I M I Z E DDecisions

VisionMissionGoals

Objectivesdriven by

Enhancing ProfitsSustainable Growth

Competitive Advantage

www.CompetitiveAnalytics.com Questions? Comments? Requests? Email us at

Competitive Advantage

16 Areas of Strategic andTactical Decision Optimization

A C T I O N A B L EAnalytics

Applications

Predictive analyticsOperational intelligence

OptimizationTime series analysis

Geospatial or locational analysisQuality control monitoring

Risk analysisSocial media analyticsPrescriptive analytics

Web log analyticsAnalysis in data streams

SimulationText analytics

Fraud analyticsNetwork analysis

Link analysisCognitive computing

Voice analysisVideo analytics

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Using today and will keep using Planning to use within next 3 years

Applications of Advanced Analytics is Growing!

37%46.5%

38%47%

31%

44%34%

25%

23%32%

21%

29%22%

31%24.5%

17%6%

9%6%

84%78%

74%73%

68%

65%65%

63%63%

62%60%

59%56%

54%48%

38%28%

24%23%

Working definition of a DDO

DDOs transform data via applied economics, applied mathematics, and advanced analyticsin order to make better, faster, and more profitable decisions.

There’s one exception:

SEQOLThere’s one exception:

SEQOL

Key Objective of Analytics

Minimize your margin of error.

nil data

What’s YourMargin of Error?

Integrating data and analyticsfor better, faster, and confident decisions

dirty KPIs

clean KPIs

clean KPIs & EPIs

scenario-based optimization

modeling

+8.0!Margin of Error

>300%

+4!Margin of Error

151% to 300%

OptimizedMargin of Error

< 2%

-1!Margin of Error

3% to 25%

-2!Margin of Error

26% to 150%

-4!Margin of Error

151% to 300%

-8!Margin of Error

>300%

+2!Margin of Error

26% to 150%

+1!Margin of Error

3% to 25%

How to become a DDO?

9 Ingredients

Hardware

9 ingredients that will transform big data and advanced analytics to actionable BI

What-IfInteractivity

Analytics

Data FlowMicroEconomics

Intuition

MacroEconomics

Software

Culture

Hardware

What-IfInteractivity

Analytics

Data FlowMicroEconomics

Intuition

MacroEconomics

Software

Culture

9 ingredients that will transform big data and advanced analytics to actionable BI

Metaphors forBig Data and Analytics

Logicdeductive

inductive

statistical

mathematical

econometric

decision tree

data

organization

systems

facts

Creativerelationships

cause-and effect

hypothesis

feelings

emotions

intuition

experience

psychology

ideas

inquiry

Go To Dashboards!

Conclusion

◎Price Optimization

!Predictive Analytics

"Performance Analytics

"Logistics

Cost Minimization

#Sales & Marketing Analytics

$Demand Forecasting

#Geospatial Analytics

Product Segmentation

$Risk Analytics

Employee Analytics

Competitive Intelligence

Consumer Intelligence

Data Cleansing

Web Data Extraction

%Strategic Planning

& ' (Dashboarding & Reporting

Challenges

TechnologyCulture

Big DataAdv. Analytics

Dual Sisyphean Task of a Data-Driven Company