revolutionizing decision making - how the analyst will take over business by natalie kortum of...
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Revolutionizing Decision Making: How the Analyst will take over Business Decisions
Natalie Kortum Marketing Land Summit March 2014
Big Data will change analytics forever.
@NatalieKortum
Big Data started with…
@NatalieKortum
Web Analytics
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5 Confidential 3/10/2014
Politics of Big Data
What good is the perfect analysis that never impacts business decision making?
@NatalieKortum
6 Confidential 3/10/2014
Successful Ongoing Analytics
1. Meet a strategic business need.
2. Explain the analytics in a way business (non-technicals) can understand.
3. Demonstrate ROI. (Stronger results than tribal knowledge and worth the investment dollars to build analysis.)
@NatalieKortum
Tips for communicating Analysis
• Walk a mile in their shoes.
• Run your presentation past a nontechnical supporter. – Pretend your audience is your 10 year old nephew or mother.
– Only two minutes (and no more!) to explain your methodology.
– Use Analogies!
• Create proof points for your techniques – Execs who have used this approach.
– Companies/markets using this approach.
– Respected PhD or Tech person they trust to back the approach.
• Watch the assumptions.
– Choose only two or three if you must that might be highly suspect.
@NatalieKortum
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Photo Source: flickr.com/photos/newsbiepix/3612232173/
History Lesson:PricingPricing
@NatalieKortum
Non Technical Business Decision Maker
Sure, it’s worth testing
@NatalieKortum
Non Technical Business Decision Maker
Sure, it’s worth testing
Implement but I approve
@NatalieKortum
Non Technical Business Decision Maker
Sure, it’s worth testing
Implement but I approve
Implement but you approve
@NatalieKortum
Non Technical Business Decision Maker
Sure, it’s worth testing
Implement but I approve
Implement but you approve
Automate and you monitor
@NatalieKortum
Machine Controlled Pricing soars to $2 M for book
Source: michaeleisen.org/blog/?attachment_id=368
@NatalieKortum
Non Technical Business Decision Maker
Sure, it’s worth testing
Implement but I approve
Implement but you approve
Automate and you monitor
@NatalieKortum
You are the expert in this
decision, I’ll give context
Non Technical Business Decision Maker
@NatalieKortum
What’s in the future?
@NatalieKortum
Revolutionizing Decision Making: How the Analyst will take over Business Decisions
Natalie Kortum Marketing Land Summit March 2014
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