Seduced by the allure of big data and analytics, many companies are overlooking the true power of integrating deep human understanding to drive transformational action. This short presentation shows how companies that combine leading edge analytics with deep customer understanding will be able to unlock significant competitive advantage.

1. 1
CAN BIG DATA FIND
THE NEXT BIG THING?
Tim Sutton
Global Head of Innovation
October 2014

2. 2
HOW MUCH DATA WOULD
40 OF US GENERATE IN
40 MINUTES?

3. 7.125 BILLION
HUMANS
SOURCE World Bank 3

4. 4
1 BILLION
GIGABYES PER DAY
7.125 BILLION
HUMANS
SOURCE: http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html

5. WE’RE GENERATING 560 MB PER PERSON PER DAY*
5
*NOTE: In developed countries

6. NASA NEEDED 6 MB TO PUT A MAN ON THE MOON
SOURCE: http://www.computerweekly.com/feature/Apollo-11-The-computers-that-put-man-on-the-moon 6

7. 7
IN 40 MINUTES, WE’LL GENERATE 2,105 NOVELS
WORTH OF DATA

8. 8
THAT IS A STACK OF BOOKS 23 STORIES HIGH

9. 9
“THE WORLD IS MAKING A
DIGITAL COPY OF ITSELF”
PAUL SONDEREGGER, FORBES 9/9/2013

10. 10
?
HOW CAN WE
USE THIS
MASSIVE, RAW
RESOURCE FOR
INNOVATION?

11. 11
WHAT IS THE BIGGEST
PROBLEM WE’RE SEEING IN
INNOVATION TODAY?

12. 12
THE FALL OF BARRIERS TO ENTRY

13. 13
CONSUMERS ARE
LOYAL
CONSUMERS SEEK
NOVELTY

14. 14
LIMITED ACCESS TO
PRODUCTION
ALIBABA AND CONTRACT
PRODUCERS

15. 15
4,000 SKUS IN STORE 40,000 SKUS IN STORE

16. 16
SUPER BOWL ADS SOCIAL MEDIA

17. 17
THE NEXT BIG IDEA CAN COME FROM ANYWHERE

18. 18
18
NIMBLE TRUMPS BIG
We need every advantage we can get

19. 19
“BIG DATA CAN GENERATE INSIGHTS THAT
RESEARCHERS DIDN’T EVEN THINK TO
SEEK.”
BIG DATA: SEIZING OPPORTUNITIES, PRESERVING VALUES
EXECUTIVE OFFICE OF THE PRESIDENT (MAY 2014)
“SIZE IN ITSELF DOESN'T MATTER – WHAT
MATTERS IS HAVING THE DATA TO SOLVE
OUR PROBLEM.”
RUFUS POLLOCK
FOUNDER AND CO-DIRECTOR OF THE OPEN KNOWLEDGE FOUNDATION
“BIG DATA IS A VAGUE TERM, OFTEN
THROWN AROUND BY PEOPLE WITH
SOMETHING TO SELL.”
TIM HARFORD
FINANCIAL TIMES, MARCH 28, 2014
“DATA IS THE NEW BASIS OF COMPETITIVE
ADVANTAGE.”
IBM
“BIG DATA IS THE NEW OIL. THOSE THAT
ARE ABLE TO MINE THIS RESOURCE WILL
HAVE AN ENORMOUS ADVANTAGE OVER
THOSE THAT DON’T.”
PUGH RESEARCH, THE FUTURE OF BIG DATA
“ALL DATA MODELS ARE WRONG, BUT
SOME ARE USEFUL.”
GEORGE BOX

20. 20
SHINY OBJECT? GOLD MINE?

21. SOURCE: Google Trends 21

22. SOURCE: Google Trends 22

23. 23
IS BIG DATA REPLACING
INSIGHTS?
A deep understanding of customers
is critical to finding unmet needs,
but it’s difficult to scale.

24. 24
Solving for the next big thing is a
highly ambiguous problem.
PAST ≠ FUTURE

25. 25
CAN WE DO THIS WITHOUT
BIG DATA?
CAN WE DO THIS WITH DATA
ALONE?

26. BIG DATA = GOBS OF UNTAMED
CUSTOMER INFORMATION
It’s data exhaust of credit cards, web
searches, and mobile pings, etc., that
we’re unconsciously emitting daily
26

27. 27
EXAMPLE: WAZE
What could they know?
• Where congestion tends to happen
• Actual average speeds on every road in America
• Where construction is being done
• Where police are and when
• How fast I drive
• Where I am right now
• Places I like to go
• How well I follow directions
• Where I work
• If I have children
• …
What do the give me in exchange for this:
• Directions
• Traffic
• Share my ETA

28. 28
WAZE HAS MORE, AND MORE CURRENT, INFORMTION
THAN ANY GOV’T AGENCY

29. 29
WHAT IF WAZE TELLS US:
People who avoid driving on highways are 5x
more likely to stop at bookstores during the day.
WHY?

30. 30
WE KNOW DATA CAN FUEL
DECISION ANALYTICS.
WHAT ROLE DOES IT PLAY IN
DISCOVERY ANALYTICS?

31. 31
Question is well framed:
Personalization
Forecasting
Optimization

32. 32
How can we use data to
find really profound,
powerful insights

33. 33
HOW BIG IS AN
INSIGHT?

34. 34
A POWERFUL INSIGHT IS
ONE PARAGRAPH, OR LESS
THAN 1 KILOBYTE

35. 35
SIGNAL NOISE

36. 36
Deep understanding
of customers tells
you where to start
looking
Find hidden trends
and unexpected
behaviors that are
correlated
Flesh out new
territories with
“Small Data”
DISCOVERY ANALYTICS: WHAT WE DO KNOW

37. 37
DISCOVERY ANALYTICS: WHAT WE DO KNOW
NOT USING
DATA
OVER-RELIANCE
ON DATA
LIKELIHOOD TO
FIND A BIG IDEA
INFORMED
INSPIRATION
WHAT + WHY
“WHY” “WHAT”

38. 38
CLEAR DISCOVERY ANALYTICS MODEL
EXPLORE
AGGREGATE
QUERY
COLLABORATE
EXPLAIN
EXPOSE EXPRESS
PATTERNS OF
INTEREST
BEHAVIOR/
BELIEF
DISSONANCE
ACTIONABLE
INSIGHT
CUSTOMER
IMMERSION

39. 39
CLEAR DISCOVERY ANALYTICS MODEL
EXPLORE
AGGREGATE
QUERY
COLLABORATE
EXPOSE
PATTERNS OF
INTEREST
BEHAVIOR/
BELIEF
DISSONANCE
EXPLAIN EXPRESS
CUSTOMER
IMMERSION
ACTIONABLE
INSIGHT
UNTAMED DATA HUMAN UNDERSTANDING

40. 40
UNTAMED DATA + HUMAN UNDERSTANDING = X-RAY VISION

41. 41
EXAMPLE: CLUSTERING
200 Million
Records:
• What they search
• What they bought
• Where they go
• Who they connect with
• What they watch
• What they listen to
• What they read
• Data from their apps
• Images they upload
WHAT
People who go to
church are 3x more
likely to use fast
food coupons
IDEA: Can we create a Sunday menu of
shareable meals
WHY
Fast food an easy,
affordable way to
continue the sense
of community.
Deep Customer
Understanding
• Unmet needs
• Motivations
• Ambitions
• Compensatory
Behaviors
• Attitudes

42. 42
BIG DATA, DESPITE ITS THORNS,
OPENS UP PROMISING NEW
AVENUES TO EXPLORE.

43. 43
Based across
3 continents
Part of the
global network
W E A R E A G L O B A L
G R O W T H
S T R AT E G Y
C O N S U LTA N C Y
We are
80 strong

44. 44
UNLOCKING
“Help us leverage a new
capability for maximum
return.”
RE-IMAGINING
“Help us see the future of
our industry & what that
means for us.”
STRETCHING
“Help us identify where &
how to stretch our brand
into new categories.”
DISRUPTING
“Help us unlock a specific
growth opportunity with
game changing ideas.”
WE HELP CLIENTS GROW BY:

45. 45
C O N T E N T S
Tim Sutton
Global Head of Innovation
tims@clear-ideas.com
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