In this presentation, Paul Ballew, D&B's Chief Data and Analytics Officer, explains the three levels of insight needed to gain an informed perspective for smarter decisions involving big data.

1. Unlocking the Value of Big Data
in 2014
Paul Ballew
Chief Data & Analytics Officer
February 27, 2014
This presentation is Confidential and Proprietary. The information is intended only for D&B customers pursuant
to their D&B Master Agreement and for D&B associates or other invited participants.  Dun & Bradstreet 2013.

2. “Computing power will double
about every two years”
1965
1970
1975
1980
1985
1990
1995
2000
2005
2010
2015
2

3. Private fixed investment – IT
equipment & software has
become an increasingly
important component
1960
1970
1980
1990
2000
2010
3

4. 30 years ago we were in search of the
basic tools
• Lack of transactional data –
surveys, surveys and more surveys
• Latency issues
• Storage and computing power –
remember the days of megabytes or
sharing a PC with other team
members
• Analytic methods – descriptive at
best
• … fragmented views of the truth that
lacked foresight in most cases
4

5. 30 years later these issues have been solved
for (and now replaced with others)
• Transactional data on steroids
• Storage and processing power – our head is now in the
clouds
• Analytic capabilities that allows us to filter, determine
casualty and be prescriptive and proscriptive
• …. However we are still struggling to get to a complete
view, determine causality and have the ability to
possess foresight
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6. The challenging news is that accomplishing our primary
mission is still difficult – and the current environment is
forcing us to up our game
BIG DATA DEMANDS BIG INSIGHT:
Companies must sift through huge quantities of data
to arrive at actionable insight
GROWING GLOBALIZATION:
Information is massively connected,
created and consumed everywhere
PROLONGED ECONOMIC UNCERTAINTY:
Continued uncertain financial outlook is forcing
businesses to do more with less
DISRUPTIVE TECHNOLOGICAL CHANGE:
Businesses must embrace new but quickly adopted
social, mobile, local and cloud technologies
6

7. Dilbert may not need actionable insights…
relying on other factors
7

8. But our real customers continue to ask more
difficult questions and expect innovation to outpace
their need
8

9. The solution - Big Data? Absolutely, but what we really
need is Big Insight
90% of the world‟s
data was created in
the last 2 years
2.7 billion “likes” &
30 billion pieces of
content are posted
on Facebook daily
250 billion emails
are sent
everyday
2.5 exabytes of data
created everyday – almost
2 zeta bytes/year = 200
billion high definition movies
Every hour enough
information is
consumed to fill 7
million DVDs
Big Data
75% of digital
information come
from individuals
85% of this data
is unstructured
Data is growing by a
minimum of
50%/year
More data crosses
the internet every
second than the
amount that was
stored on the net 20
years ago
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10. Data just Data DATA!
It‟s notData aboutDATA!
10

11. Math Math about MATH!
It‟s not just Math MATH!
How to manage
world class
supply chain?
Where to invest?
It’s about making
better business
decisions
How do to
optimize sales &
marketing
investments?
How to target
better?
How to minimize
my risk?
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11

12. Put simply, there are three levels of insight required
along your journey to informed perspective
“I need foundational
business insight.”
“I need integration of assets and
transactional data.”
I See You
I Know You
Global Data
Completeness
Multi-Lingual
Identity
Resolution
“I need predictive insights
on-demand.”
I Can Predict
Your Behavior
Predictive
Analytics
Transparent Relationships
Insight for Decisions
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13. So we have evolved our strategy with a focus
on providing actionable insight
Propritary
Business
Activity
Signals
Social Media
Complete
Transparency in
Business
Real Estate
Relationship
Transactions
&
Ownership
Spend &
Purchasing
Transaction
Data
Innovating and expanding data
collection will result in:
3rd Party
Business
Activity
Signals
Logistic –
Shipping &
Delivery
 Linking together relationships
between trading partners to see a
complete supply chain
 Identifying the “heartbeat” of a
business, predicting its future
health, and rapidly seeing changes
 Deeper insight based on signal
patterns to anticipate the future
behavior of a business
 Understanding the true size of a
business in multiple
dimensions, including social
influence beyond its balance sheet
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14. And this evolution includes leveraging new data assets
and predictive insights
INTELLECTUAL
SOCIAL/INFLUENTIAL
Twitter
Facebook
Fliptop/Leadspace
Aggregators
Patents
Goodwill, Intangibles
Future Inventions
CORPORATE
RESPONSIBILITY
Green
Ethical
Recognition / Awards
Charity / Social Responsibility
Political
FINANCIAL/
TRANSACTIONAL
Spend Data
Trade Data
Public Records
Shipment Data
Labor market Data
CONNECTIONS
PHYSICAL
INFRASTRUCTURE
Corporate Linkage
PitCoB
Logistics
Trade Groups
Supply Chain & Distribution
Property
Real Estate
Equipment
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15. Our new data innovations are radically enhancing
our predictive power
Untraditional
Size ‘Proxies’
New
Data Sources
Proprietary
Data Signals
Enhancing
Analytic Capabilities
&
Traditional
Size Attributes
Number of
Employees
Sales
Revenue
Closing Foundational
Data Gaps
15

16. New strategies exist for risk-reward tradeoffs
with a multi-dimensional marketing score
Influential
Marketing Composite Score
3 SIZE Measurements
trending over time
Physical
+
SIZE
3 RISK Measurements
10
9
8
7
6
5
4
3
2
1
0
Financial
RISK
MCS
Illustration
=
1 POWERFUL Score
Total Loss
Viability
Delinquency
16

17. And new analytic capabilities the multi-dimensional
Viability rating delivers a highly insightful and reliable
assessment of a company‟s future viability
PREDICTIVE
DESCRIPTIVE
17

18. Identifying unique drivers, root causes, and
sensitivities that lead to specific types of outcomes
is also critical
Big disparate
sources of data…
…compiled, analyzed, and
correlated with other
signals/events over time…
…create insights
that anticipate
changes in…
…predictors, triggers,
activities
Risk
Material
Changes






Trending
Measuring
Counting events
Counting sources
Noting Order
Other
Marketing
Other
Adjacencies
18

19. By leveraging signals, you have the ability to
predict the likelihood a material change in a
company‟s profile will occur in the next year
Activity Signals
Behavioral Trends
Advanced
Anticipatory
Analytics
Analytics
Risk
Profile
Change
Opportunity
Profile
Change
Event Frequencies
Changes in Traditional
Data Sources
19

20. Advanced analytics can identify businesses that
are poised for growth, and anticipate customers‟
progression across the business lifecycle
Foresight into future needs enables
you to take the best action at the best time
Going Global
Act Now
Engage Here
Adult
Indication a major business
transition lies ahead
Going Public
High probability of
growth in near future
Emerging Adult
Growing Physically
and Financially
Pupa
Starting up
Molting Larva
Egg
Caterpillar
Businesses can be
thought to have stages of ‘size’,
like caterpillars growing into butterflies
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21. But in order to be successful we must systematically
tackle the needs of our customers
I see you & know you
I can predict your future behavior
10M
5M
1M
400K
90K
Foundational
The full commercial opportunity
D&B Full Universe, Identify
Resolution, Linkage
Firmographic
Prospects that „look‟ like best customers
SIC, Employee, MultipleDimensional Size, Geo,
Predictive Insight (Proxies)
Strategic
And have right risk-reward balance
Marketing Composite Score
Strategic
And have greatest estimated spend potential
Custom Expenditure Model
Strategic
And have greatest potential for future growth
Material Change
Strategic
And are most likely to engage you
Custom Response Model
Advanced
And most likely to engage via specific
channel, at specific time, with specific offer
Customer Management
Actions - Lead Management
Actions
60K
50K
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22. The winning hand is to incorporate science into
workflows in a systematic way….
Integrate
assets
including
Transactional
Data
Establish
complete
and intimate
knowledge of
customers and
prospects
Transform
insights
into action
Virtuous
Cycle
Teach &
Learn
Develop
foundational
knowledge
Inform
Focus on Creating an Informed Perspective for Customers
22

23. So we have developed a roadmap focused on a
systematic approach to providing customers the insight
they need
Provide Complete Transparency on Business Relationship:
•
Globally consistent data
•
Complete and actionable view
Provide Foresight To Execute Proactive Actions
•
Advanced analytics
•
Consultative support
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24. 30 years into my journey the speed of technological
change is still hard to comprehend
In 1995 there were 16 million internet users daily
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25. Or predict what is next….
In 2013 there are 2.5 billion internet users daily – enabled by 1.5
billion smart phones (introduced in 2005!)
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26. The real goal is to have a
complete, intimate, consistent and actionable
view of customers and prospects
I Know You
I Can Predict Your Future
Behavior, and Take
Action
I See You
ROBUST /
PREDICTIVE
DECISION SUPPORT
BASIC INFORMATION
As information matures, the ability to use it to drive different business activity evolves
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27. We must embrace information that is rich, varied, and
full of opportunity and shift our focus from “hunting and
gathering” to new opportunities beyond just “Big Data”
Data sensing at the “Event Horizon”
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28. The
future
belongs to
informed.
Follow the conversation at:
@dnbUS
@PaulBDnB
Visit us at:
www.dnb.com
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