managing data smartly
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ComMetrics
2008_06_16
Session 10: Managing data smartly – Making data dance
http://www.slideshare.net/ComMetricsUniversityLatest version can be found here just before class
Presented by
http://www.YouTube/ComMetricsComMetrics – videos
http://info.cytrap.eu/?p=134social media trends 2011
http://info.cytrap.eu/?p=176ComMetrics blog checklist
Urs E. Gattiker , Ph.D.
My.ComMetrics.com
ComMetrics
_Wrap up from last session
2011_01_17
3 critical things learned – here comes the Nespresso / Denner example
_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Nespresso is protected by 1700
patents
1 > Sfr. 3bn in 2010
2 Denner sells capsules for about half price
2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_Nespresso is protected by 1700
patents
3 In 2010 Jean-Paul Gaillard ... Also former Nestlé exec.
launched his Ethical Coffee Co to produce Nes-
presso compatible capsules
4 2011-01-10 Monday St. Gallen court gave Nestlé a legal
victory by supporting its challenge to discount retailer
Denner. Denner said it would appeal
2010 Nestlé launched lawsuit against Sara Lee
the US food group, fro alleged patent infrignement
with its L‘Or Expresso. Sara Lee denied
infrigning any patents 2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_Nespresso is protected by 1700
patents
5 2010 Nestlé launched Special T, a tea-making syste
designed to do for the beverage what Newspresso
has done for premium coffee
Initially launched in France machine costs €129 with a
10 capsule pack costing an additional €3.50
Tea bag Migros = 3 Rappen versus
===> 42 Rappen Special T – they cost 50
6 Jan 2010 Eric Favre former Nespresso CEO launched
Tpresso
2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_After Nespresso back to today‘s topic
Are we ready?
2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_Everybody wants to measure the web
traffic
#1 How can we demonstrate that our web efforts are
Challenge delivering – pageviews, mentions on Twitter
Strategy: Focus on metrics that result in action
2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_Everybody wants to measure the web
traffic
Solution:
-Social media metrics – what is the purpose – set strategy and check
---- using no more than 5 measures
1 - ComMetrics Footprint index,
2 - Health Index,
3 - ComMetrics Resonance,
==> 4 ComMetrics Blog Impact Index
2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_Everybody wants to measure the web
traffic
Solution:
---- using no more than 5 measures – complement previous 4 with:
5 - referral traffic AND statistics from
6 URL shortener (e.g., how many of my Twitter followers clicked on
the URL I sent)
WATCH THE TRENDS compare July 2009 with July 2010
2010_11_10
>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips
ComMetrics
_Why it matters – today‘s 3 nuggets
1 What is the amount of data we are dealing with - trends?
2 What can we get out of these data?
3 Visualization can help
2010_11_30
_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Purpose
2011_01_18
What is this all about?
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_What is data, information, database, data-warehouse?
2011_01_18
Definition in textbook?
Does you textbook define data warehouse, database, etc.?How are data management, warehouse, software applications, etc. defined in other MBA courses/modules?
How does data management, warehousing and so forth relate toinnovation?
What is your company‘s core database or warehouse. Which application using your company‘s warehouse do you use most in your work?
(please bring document to class)
::::::::::::::::::::::::::::::::::::::
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_What is a database versus a data warehouse?
2011_01_18
Data-warehouse = storage and read-optimized – Swiss frequent flyer
data, Migros Cumulus card program
Application database = write optimized PostFinance pay terminal
http://www.ehow.co.uk/video_5112690_data-warehouse_.html 1 min video
http://opensourceanalytics.com/2005/11/02/database-vs-data-warehouse/ (blog entry, explain it very nicely)
::::::::::::::::::::::::::::::::::::::
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Are we producing much data?
2011_01_18
Facebook has 40bn photos
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Are we using these data?
2011_01_18
Mobile is changing our lives, selling,communication and much more
BUT – can all afford it?http://commetrics.com/?p=10816
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_How are we storing these data?
2011_01_18
tp://commetrics.com/?p=10242 (near buttom – video)
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
2010_05_05
_Wal-Mart creates petabytes
Operates 8,400 stores worldwide
>2m employees
>$200bn revenue in 2009
INFOS
>200m customer transactions each week
> 1m customer transactions each hour
> 2.5 petabytes = data store = about 167 x the
books in America‘s Library of Congress
>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_From Purpose to HowTo
2011_01_18
How do we put this into practice?
>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Can we simplify things
2011_01_18
http://video.techrepublic.com.com/2422-19180_11-218297.html 5 min
Making sense out of all these data
Dashboards
>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_3 assigned readings – Topic 10
2011_01_18
- we choose a student to moderate the discussion – you can
volunteer yourself for today or for tomorrow
- please have your notes ready – all students
- Chosen reading is:
- Could your data management approach result into value that an be
leveraged in your business = data driven management
>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions
ComMetrics
_Tools & Tips
2011_01_18
- Managing RSS
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
ComMetrics
_How do we use RSS manage data - information
2011_01_18
- How to add an RSS feed
http://university.commetrics.com/?page_id=130
Infos for non-geeks – how to use it with your e-mail program
-Outlook, Mozilla Thunderbird,
-What about Google Reader?
-Why RSS feed may not be used by your target audience
http://commetrics.com/articles/why-rss-fails-with-my-readers/
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
ComMetrics
_Decision time
2011_01_18
- How to use your data smarter
>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions
ComMetrics
_Student Case – Claudio Vallebona
2011_01_18
- Developing marketing strategy
data collection and fine-tuning the company‘s strategy while
reaching set milestones
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_Student Case –
2011_01_18
- more
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_Steps to do the most with data?
2011_01_18
http://commetrics.com/?p=11250 5 min – showing how to visualize data – bottom of post
Dashboards
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_Steps to do the most with data
– geo-location?
2011_01_18
- http://commetrics.com/?p=11595
today, 4% use this service at all, down from 5% in May 2010(see also Session 8 – think before mindlessly geo-tagging things
and sharing the info with your network)
>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions
ComMetrics
_One last thing – Wrap-up
2011_01_18
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
What we learned
Do not trust data – check
sample selection PLUS journalists
generally get it wrong (35% see
something as positive – plenty of
chance to innovate for your business)
http://twitter.com/kfuellhaas/status/25916865981194240
http://www.absatzwirtschaft.de/content/_t=ft,_p=1003186,_b=73325
http://www.friendsofbrands.com/pdf/social-media-Studie_Friends_of_Brands.pdf
ComMetrics
_Why it matters – today‘s 2 nuggets
2010_11_30
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
1 What is the amount of data we are dealing with - trends?
2 What can we get out of these data?
3 Visualization can help
ComMetrics
_One more thing
2010_11_30
People do not necessarily decide rationally but, instead, emotions play a role
(e.g., with Apple) and using a nice decoy (The Economist) or making it a
totally new experience (Starbucks – you cannot compare it to anything
else - SEE Session 13 – watch out your customer gets smarter...)
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
ComMetrics
_One more thing
2011_01_17
Please discuss:
3 most critical things we learned today
3 things I love to get more infos about
Let your data dance – Hans Rosling uses data visualisations to make serious
points about health policy and development.
AMAZING videos – trust Steve Jobs on this http://www.economist.com/node/21013330
>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions
ComMetrics
2008_06_16
My.ComMetrics.comSession 10: Managing data smartly – data Gau
Presented by http://My.ComMetrics.com (free registration)
http://ComMetrics.com (blog)
http://info.cytrap.eu/?p=134
social media trends 2011
http://info.cytrap.eu/?p=176
ComMetrics blog checklist
Urs E. Gattiker , Ph.D.
Roentgenstrasse 49 Street
CH-8005 Zuerich Zip Code
Switzerland Country
+41(0)44 272 1876 Voice
+41(0)76 200 7778 Cell
info@CyTRAP.eu Google Talk
www.ComMetrics.com URL
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