Ian West VP Analytics & Information Cognizant

© 2016 Cognizant © 2016 Cognizant

The Importance of an Information Driven Digital StrategyIan West – Head of Analytics and Information Management

© 2016 Cognizant

Agenda

• The Digital World

• What’s changed

• How to approach the opportunity

• Implications

• Summary

© 2016 Cognizant 3

The Digital Universe is huge – and is growing exponentially

250 M Vehicles by 2020

2,500,000+content upload/min

300,000+tweets sent/min

50,000+ app downloads/min

Internet

of Things

Conne

cted

World

SocialDigi

tal

Econo

my

Market size to grow from $22.7 Bn in 2015 to $173.3 Bn in 2020

Connected Vehicles

Wearable technology

Digital revenues Digital products & services to double from 22% to 41% of revenue by 2019

The number of connected things will reach 25 billion by 2020

Source: Gartner, public domain

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The rules of business are changing in the Digital world

Connected and digital operations driven by self service and machine learning

Shift from “Transactional model” to “Interactional model”

Customer delight delivered by interaction

between touch pointsDigital

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Digital Business generates opportunities to create value from data

1. CollectIntegrate data from multiple channels to develop a 360 degree view

2. Compute Analyse aggregated data to derive actionable insights

3. ConsumeEnsure seamless omni channel customer experience

4. RepeatEstablish business processes to ensure delight customers at every touch point, every time

Source: Partner websites

Shopping

Reviews

Offer evaluation

Devices on the go Online

conversations

Consumption

Value Chain

DemographicsDecision

Customer life cycle

Advocacy

Preference

Regulation

Transactionover !

Needs vs wants

In session behavior

InteractionChannels

Loyalty

LISTENfor improved

understanding of the customer

ENGAGEWith the right

audience through the right channel

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Information Poor

Insights StarvedData Rich

Digital success lies in the effective use of Information AssetsToday many enterprises are

© 2016 Cognizant

A Very Important Decade

INDUSTRIAL

2010 2020

DIGITAL

7

© 2016 Cognizant

Embrace the Dual Mandate

Business Re-imagined

New levels of performance efficiency to reduce cost and operating expenses

New digital business capabilities to drive relevance & growth

Running Better

Running Different

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© 2016 Cognizant 9

What’s Stopping or Slowing an Information Driven Digital Strategy?

What are you going to do with my Data?

Why should I share it with you in first place?

How secure is my Information? What

happens if your lake is hacked and my

information is stolen?A fear of drowning in your Data Lake - If I do nothing

then I wont risk getting out of my depth and I will avoid the

huge associated cost!

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http://www.zlti.com/blog/dont-be-afraid-to-jump-into-your-data-lake/&ei=0kFCVYPbNOu67gbbv4HoDw&bvm=bv.92189499,d.ZGU&psig=AFQjCNGeKphtZqJsqLRIyQBrF9YDedNCWA&ust=1430491904905978


What’s Changed?

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There Is Nothing New Under The Sun …

© 2016 Cognizant

2005

2014

12


IN 2012 - PEOPLE SNAPPED 380 BILLION PHOTOS, BUT KODAK WENT BANKRUPT


IN 2012 - AMERICANS SPENT $114 BILLION ON BOOKS, BUT BORDERS CLOSED DOWN

© 2016 Cognizant

Changing Customer Behaviour

Today’s consumers are empowered, buy

omni-channel and seek instant gratification

15


How to approach the opportunity


What’s New?

1 2 3 4 5Digitisation Data Organisation Insights Explanation Change

Technology Enablement!


(1) Digitise Information

Most of our writing and commerce is now fully digitized

5 Megabytes!

IBM 350 RAMAC


(2) Organise Information

Computer Science has developed ways to organize and retrieve this universe of data


(3) Extract Meaningful Insights

Business Intelligence and Advanced Analytics employed on top of Data


I’m Digitised-Organised-Analysed – Job Done?

1 2 3Digitization Data Organization Insights

You are probably

here


The Quest for Real Change … The Last Mile!!!

1 2 3Digitisation Data Organisation Insights

Data JournalismExtracting and packaging insights in context

of specific business problems

Analytical StorytellingBehavioral changes in decision-making and

operations told through the power of stories

4 5Explanation Change


(4) Explain Insights – Data Journalism


(5) Change Behaviour Based On The Insights

© 2016 Cognizant

Types of Digital Data

25


Hive from British Gas


A snapshot of disruptors capitalising on Data

TechRetail

TransportBFSI

Real EstateMedia

Telecoms

Source: FT.com, HBR


Implications when things go wrong!


When Stories Fail To Correctly Tell The Facts

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwjcteba87zLAhUMFT4KHZE4BqQQjRwIBw&url=https://dilpreeta.wordpress.com/tag/cheat-sheet/&psig=AFQjCNEvOAU-U9BKF3j8hwHRvxbWQyUKTA&ust=1457932172307852


Missing the pattern

MISSION FAILURE. Mars Orbiter 1999

The Story Frequent course corrections.Individually, “within limits”. Collectively, “should have told us something was wrong.”

Orbiter burned up or bounced off into space

Miscalculation in trajectory caused by an unintended and undetected mismatch between metric and English unit of measurementResult

Reason

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjf_puotqvLAhVJwj4KHQyQCwEQjRwIBw&url=http://www.ni.com/newsletter/51353/en/&psig=AFQjCNEF3vEci75kFDr1dAsyzxCrJY7o3Q&ust=1457331815141258


When a story is told but not remembered

1982: The O-Ring

has no backup

1986: “The putty provides redundancy”

MISSION FAILUREChallenger Shuttle 1986

The Story

Tragedy

Cold weather effected the O-Rings and there was no backup to a failure.

1982, it was determined the O-Rings were ‘Critical 1’ meaning there was no backup. However, mission controllers were uninformed and still thought the putty provided redundancy.

Reason

Teams located at multiple locations had different information perceptions.

Result


When hard math confronts high emotion

Algorithms Run AmokSydney Hostage Crisis, Dec. 2014

The Story

Bad publicity

As clarified by UBER in a blog post.“It's unfortunate that the perception is that Uber did something against the interests of the public. We certainly did not intend to."

Uber's surge pricing algorithm automatically hikes prices as people try to get away from downtown café.

Reason

Result


Summary


Digital across the business landscape

Autonomics Hologram BOTS

Social IOT MFG 3.0

Experience and Personalization

KnowledgeService

Accessibility, Convenience

Availability, Quality and Affordability

Digital 4.0

Digital 3.0

Digital 2.0

Digital 1.0

Sensors E- ComRFIDs

POS ATMs Computers

© 2016 Cognizant

SHAPE THE FUTUREDELIVER DIGITAL VALUE DRIVEN BY INFORMATION


Operational efficiency throughAccessibility, Convenience

Improve product efficiencyAvailability, Quality and Affordability

Customer Satisfaction Experience and Personalization

Grow the business through new channels

Past buys, searches, history, preferences,

location, family, friends…

Customers

Products, services, institutional knowledge powered by Big Data…

Employees

Demand trends, servicing needs, stock information,

delivery challenges…

Partners

Products usage, feature preferences, service requirement…

Products

Code Halos CollideIgnition that catalyzes new opportunities

Code Halos Digital

spearheading (R)Evolution

An Information Driven Digital World


Summary

Technology and behaviour are driving change

Enterprises are recognising Data as an Asset

Information Drives the Digital World

© 2016 Cognizant

Thank You

Ian [email protected]/in/ianwest1twitter.com/IanWest12

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mailto:[email protected]

https://uk.linkedin.com/in/ianwest1

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Ian West VP Analytics & Information Cognizant

Data & Analytics