D A T A D R I V E

NBusiness Neil Sholay

Vice President Digital Business

Our Three Digital Beliefs Still Hold True

1.Interactions between people, places and things creates value

2.Platforms & Eco-systems are the new plane of competition

3.Data is the foundation of Digital Business

Information is replacing technology as the most critical business asset.

And so business leaders must make the data around and within their business ecosystem the centre of new planning, funding and revenue models.

New wave, New focus:

Data Has Huge Emergent Potential

It is often said that Data is the new oil, but is it really?

Data makes more dataData can be consumed by multiple people, places and things at the same timeIts value increases when combined (with other data)

And most of us don’t understand its value. 84%

of S&P 500’s market value is intangible assets

5%

of organisations know the value of their data

Less than

Source: Ocean Tomo LLC, 2015 Intangible Asset Market Value Study; The Wall Street Journal

Brand Value (1960s) vs Data Value (2020)

Coca-Cola’s brand value $58.5 Bn (+4% YoY) Revenues $21.9 BnAd Spend $4 Bn

Source : Forbes

Some are born data driven

We must move beyond HAVING data to BEING data driven

Data Is Already Driving ExperienceBeyond Digital Marketing

Characteristics of a Data Driven Business

Drive “data value” across connected ecosystemsPeople and machines in

partnershipLearns and improves -

continuouslyUses data to create new

business models

Data has economic value

Introducing the Data Driven Airport

• Improving the Passenger Experience

• Measuring foot-fall, linger time and interest

• Context aware offers and day of travel communication

Predictive Based Maintenance

Digital customer service and workforce solutions, which offer better service levels and staff experience

Reduced employee absence by 55%

Two things you do with data.

1. Do things better2. Decide things better

CAPTURE

KEEP

USE

MANAGE ACQUIRE APPLY

• This is where most business are today

• Focus is upon Big Data / Data Lakes & Single View of customer

• Lots of Capture & Keep but limited Use

• Data Driven Business is more than Big Data

CAPTURE

KEEP

USE

OWN

BUY

SHARE

MANAGE ACQUIRE APPLY

• Majority of Businesses use only Owned data

• Combining 1st party data with 3rd party data, to create new products and services and experiences

Sharing data to discover new segments

CAPTURE

KEEP

USE

OWN

BUY

SHARE

ANALYTICS

ALGORITHMS

APPS

MANAGE ACQUIRE APPLY

A Partnership of Humans & Machines

Smart People who Advise

Smart Machines that Automate

Smart Businesses that Anticipate

Where Is Your Business on This Continuum?

A business that has data

A business driven by data

A business that Anticipates

Better Outcomes

Connecting the world’s industrial assets: Digital Manufacturing

...taking in machine-grade data at scale, analyse it and act upon it to improve outcomes

Augmenting your Digital Platform With New Capabilities

Today’s leading enterprises don’t have data They are driven by dataTo get ahead of that curve, we must all:• Re-understand what our data means to

us.• Re-appraise how data can revitalise

our strategy and operations.• Model how to manage, acquire and

apply our data effectively.• And constantly improve. Because data

never ends.

Mappinga New Data Agenda