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Money Making Big Data Machine
Adastra Partneringon 12 September 2014
Transcript of Money Making Big Data Machine
Adastra Breakfast Briefing
BUT, customers are sensitive
How do you use data today?
Internal risk evaluation
Together, you know
a lot about John
Internal customer segmentation
Habits related to own brand
e.g. Insurance company looks at basic socio-demo to estimate risk premiums
e.g. Alza knows habits of customers at Alza but not in Nay shops. Do they differentiate what they buy where?
e.g. Bank segments a communicates at its customers based on income
No information about competition
Only limited picture related to own business
National highway survey
Use satellite navigation provider, telco service provider, fleet management hard data to evaluate travel patterns
You already buy multiple surveys based on small samples and soft data.
competitors market shares
of milk products? Tesco could sell you this insight.
Generate & store data
Build the infrastructure, gain the talent needed and start storing the data
Combine data & create true value
How to start generating value?
e.g. Customer opening a bank account
Customers provide consent
Types of consents:
3rd parties utilizing data
Analyze market dynamics
Target specific populations
Improve the bottom line
Customers want products / services
Using aggregation solutions merge your data with other providers
Create a new & stable revenue stream
By combining multiple data sources ability to analyze patient health better than top doctors (e.g. IBM Watson)
Don't lose valuable assets
Based on searches, email communication, chats, browsing history, map searches, online shopping, mobile usage...
Google provides optimal flight selection
Google Flights & Now
To speed up insight generation and decision making (all elements of data monetization) business users are bypassing IT and investing in data visualization (Tableau) or data discovery platforms (Qlikview). These platforms help users ask and answer their own stream of questions and follow their own path to insight. Unlike traditional BI that provides dashboards, heatmaps and canned reports, these tools provide a discovery platform rather than a pre-determined path.
Externally accessible (web app)
Simple payments & subscriptions
Simplicity before complexity
How does it differ from internal use-cases?
Full text search
Advanced Campaign management & open APIs
Data monetization roadmap
Big data technology
(IBM Unica, SAS)
External data monetization
CEO Adastra Partnering
+421 949 430 970
Technology is just as important