Systems Of InsightUnlocking Value From Big Data
@practicingea #SystemsOfInsight
Brian Hopkins, VP and Principle Analyst
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Forrester’s Customer Experience IndexTurning consumer opinion data into insight
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Great customer experiences pay off
-20%
0%
20%
40%
60%
80%
100%
-3%
51%
78%
Forrester’s Customer Experience Index (CX Index™) mapped to stock performance over the past 7 years
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“We are drowning in data
and starving for insight.”
— Global Bank
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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
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Surely businesses will be able to…
Understand individuals.
Understand usage.
Anticipate problems.
Understand behavior.
Contextually relevant experiences.
Optimize product targeting.
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“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
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Data driven won’t create great customer experiences…
…more insight won’t either!
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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 ScientistTesla Motors
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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 ShaikChief Data Scientist
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Learnings
Digital insights
Insight masters talk a different language
PossibleData
Possible actions
Rightdata
Effectiveactions
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It’s not technology…
…it’s a way of doing business.
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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
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The business discipline and technology to harness insights and
consistently turn data into action
We call this new way “systems of insight”
#SystemsOfInsight
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Systems of Insight deliver action
Test insight for value
Deliver at point of decision
…in software
Close the loop
#InsightsToExecution
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#1 – It is a holistic system to connect data and action
All Data PossibleActionsInsights-to-execution
process
Insights team
Digital insightsarchitecture
Rightdata
Effectiveactions
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
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#3 – They run on a digital insights architecture
Insights-driven applications
Insight Fabric
Data
FeedExecution
engines
Insight discovery and
implementation tools
Collaboration and governance
tools
#DigitalInsightsArchitecture
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 Firmwaredevelopers
Data scientists
Data engineers
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Systems of insight will power digital engagement
People
World Trans-action
Systems of insight power
digital business
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Losers Data remains ‘Balkanized’ Supply side thinkers Enterprise software
Systems of insight will redefine business
Data-driven
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Winners
Embed insights into every experience
Products to insights driven services
Ecosystem builders
Systems of insight will redefine business
Insights
-driven