chris deri, teneo, presentation for ipr final 11.17.15 as · how teneo ews identifies attacks...

DATA ANALYTICSTHE EMERGING CATACLYSMIC FORCE

FOR THE COMMUNICATIONS INDUSTRY

CHRIS DERI TENEO HOLDINGS

SETTING THE CONTEXT

THERE’S DATA, DATA

EVERYWHERE

WHAT THIS MEANS FOR

THE CEO

CHANGING ROLE OF INSIGHTS

IMPLICATIONS FOR THE

ENTERPRISE

SENIOR

S E N I O R I N D E P E N D E N T D I R E C T O R

[ M u l t i n a t i o n a l F i n a n c i a l S e r v i c e s ]

“We need empirical evidence not philosophical assertion. We need mechanisms and a systematic

approach to tracking stakeholders, issues, perceptions and identifying patterns. And we need good radar to

track emerging issues.”

BLUE RUBICONINSTITUTE

FROM… TO…

FROM… TO…• Harnessing Big Data • Little & Big data blending


• Cacophony of critical factors • Singular “root causes” analysis


• Cacophony of critical factors • Singular “root causes” analysis

• Automated dashboards • Analog curation


EVERYWHERE

WHAT THIS MEANS FOR

THE CEO



ENTERPRISE

CEOs: KNOWLEDGE HUNTER-GATHERERS


• One-to-one conversations

• Walkabouts

• Quick catch-up meetings over coffee

ROUTINE PRACTICES



• Walkabouts


ROUTINE PRACTICES

• Conversations with inner circle

• Networks of former colleagues

• Trade conferences

RELATIONSHIPS



• Walkabouts


ROUTINE PRACTICES

• Conversations with inner circle

• Networks of former colleagues


RELATIONSHIPS

• Monitoring system • Twitter • Blog

TOOLS AND TECHNOLOGIES


• Walkabouts


RELATIONSHIPS

• Monitoring system • Twitter • Blog

OUR FOCUS


ROUTINE PRACTICES TOOLS AND

TECHNOLOGIES• Conversations with

inner circle • Networks of former

colleagues


B O A R D D I R E C T O R

[ F T S E 1 0 0 ]

“We need reputation tracking capabilities to provide a

base line analysis of current levels of reputation and trust – a credible measurement. We need to have a wider

and deeper view of reputation and the ability to read across the business for reputation and trust risks. And we need to understand where we are making it difficult

for customers to do business with us.”


FROM… TO…

FROM… TO…• Data & Insights Given to CEO • Data & Insights Gathered by the CEO


• Distracted by Dashboard • Informed by Analog & Digital Analysis


• Distracted by Dashboard • Informed by Analog & Digital Analysis

• 100% clarity before decisions • Agile decision-making


EVERYWHERE

WHAT THIS MEANS FOR

THE CEO



ENTERPRISE

RESEARCH ACROSS COMMS LIFECYCLE


BBUILD

AWARENESS


BBUILD

AWARENESS AADVANCE

KNOWLEDGE


BBUILD

AWARENESS SSUSTAIN

RELEVANCEAADVANCE

KNOWLEDGE


BBUILD

AWARENESS IINITIATE

ACTIONSSUSTAIN

RELEVANCEAADVANCE

KNOWLEDGE


BBUILD

AWARENESS IINITIATE

ACTIONSSUSTAIN

RELEVANCEAADVANCE

KNOWLEDGE CCREATE

ADVOCACY

SOCIAL = CONVERSATIONS IN CONTEXT

HAS OVERWHELMED & FRACTURED MANY BUSINESSES

THE SCALE OF SOCIAL

CONTEXTUNPROMPTED AND UNFILTERED READ OF VOCAL PUBLIC OPINION

SOCIAL SIMPLY PROVIDES

SOCIAL MEDIA ANALYSISHAS FOSTERED DASHBOARD SYNDROME, CONFUSING DATA WITH

INSIGHT

FROM… TO…

FROM… TO…• Tactical and executional • Strategic and predictive


• Evaluation (what is happening today;pass/fail)

• Measurement (determining progress towards a goal)




• Piecemeal, siloed analysis • Integrated, holistic analysis





• Subject-matter expertise • Machine learning, curated





• Subject-matter expertise • Machine learning, curated

• Research to justify function/ departmental performance

• Research to create comms with the intended impact


EVERYWHERE

WHAT THIS MEANS FOR

THE CEO



ENTERPRISE

STATUS QUO: DISCONNECTED DATA

CEO

STATUS QUO: DISCONNECTED DATA

REVENUEGROWTH EBITDA

EPS

SOCIAL

SUPPLY CHAIN

CRM

IT AND BUSINESS STRATEGY

CEO MARKETING

PATH TO PURCHASE

RISK PROFILE

BRAND HEALTH

CLIENT RETENTION

RATIOS

NEWS

T O M D A V E N P O R T, P R O F E S S O R O F I T & M A N A G E M E N T

[ B A B S O N C O L L E G E ]

“The dirty little secret of big data is that most data analysts spend the vast majority of their team cleaning

and integrating data – not actually analyzing it.”

FROM… TO…

FROM… TO…• Digital groups and silos • Digital-first organizations


• Predictions based on past • Capitalizing on patterns



• Accelerating processes • Automating processes



• Accelerating processes • Automating processes

• Tactical focus on outputs • Strategic focus on outcomes

G R O U P C O R P O R AT E A F F A I R S D I R E C T O R

[ N AT I O N A L B A N K ]

“The board wants evidence and indicators that help them understand management’s actions and their impact on

trust (is it being incrementally built?), is trust differentiating the business, and are we moving the dial on trust? They want trust indicators that closely align

with customer and business value metrics.”


THREE LIVE USE CASES


1DE-DIGITIZING THE DASHBOARD


1DE-DIGITIZING THE DASHBOARD 2MAPPING THE

INFLUENCERS WHO REALLY MATTER



INFLUENCERS WHO REALLY MATTER 3EARLY WARNING:

AUTOMATING, ACCELERATING INSIGHT

MANUALLY-CURATED INSIGHTS AND IMPLICATIONS

MANUALLY-CODED SENTIMENT

SOCIAL SCIENCE METHODS TO IDENTIFY LEADING INFLUENCERS

LEADING ISSUES IDENTIFIED TO DRIVE ENGAGEMENT

1 2 3EARLY WARNING: AUTOMATING,

ACCELERATING INSIGHT

MAPPING THE INFLUENCERS WHO

REALLY MATTERDE-DIGITIZING

THE DASHBOARD


C E O

[ G L O B A L 1 0 0 C O M PA N Y ]

“There are 1,000 people in the world who truly influence this issue. I need to know who they are, what they are

saying and who I can engage.”

KEY INFLUENCERS TRANSLATE INTO ENGAGEMENT

Engage

Engage carefully

Monitor but do not engage

11%

23%

41%

8%

17%

HEALTH CRUSADERSMEDICAL PROFESSIONALSAGE: 45-63

MEDICAL RISK ADVOCATESMEDICAL PROFESSIONALS, DIETICIANSAGE: 20-44

ALL NATURAL MOMSDIETICIANS, MOMSAGE: 20-44

DOUBTING DIETERSDOCTORS, ATHLETESAGE: M 29-44, F 45-63

NUTRITIONAL BALANCE SEEKERSMILLENIALS, WRITERS, MUSICIANSAGE: 20-44

NETWORK VISUALIZATIONS BESPOKE TO EACH INFLUENCER’S GENUINE REACH

1 3DE-DIGITIZING THE DASHBOARD 2MAPPING THE

INFLUENCERS WHO REALLY MATTER

EARLY WARNING: AUTOMATING,

ACCELERATING INSIGHT


HOW TENEO EWS IDENTIFIES ATTACKS

ATTRIBUTES BEFORE ATTACK

6 month price change vs S&P

12 month Total shareholder return below peers

Short outstanding vs S&P 1 year ago

Disproportionately large cash balance

EBIT margin below peers

HOW TENEO EWS IDENTIFIES ATTACKS

ATTRIBUTES BEFORE ATTACK

6 month price change vs S&P

12 month Total shareholder return below peers

Short outstanding vs S&P 1 year ago

Disproportionately large cash balance

EBIT margin below peers

!!

EWS ALGORITHM IDENTIFIES WHICH S&P500 CORPORATIONS AT RISK OF ACTIVIST ATTACK

OURMOMENTIS NOW

OURMOMENTIS NOW

CEOs UNDERWHELMED AND UNDESERVED BY DATA, TECH & INSIGHTS

OURMOMENTIS NOW


WE HAVE IT IN OUR GRASP TO MAKE SENSE OF THE WORLD FROM ALL PERSPECTIVE AND DATA SOURCES

OURMOMENTIS NOW



IT IS THOSE WHO SEIZE THE BLENDED DATA, DATA SOURCE-AGNOSTIC OPPORTUNITY WHO WILL THRIVE

OURMOMENTIS NOW



IT IS THOSE WHO SEIZE THE BLENDED DATA, DATA SOURCE-AGNOSTIC OPPORTUNITY WHO WILL THRIVE

WELCOME TO THE FUTURE OF INSIGHT-LED LEADERSHIP

1Digital technology has

made organizations more splintered and

less integrated.

2You can only craft

insight-led strategies by combining subject- matter experts, data science ninjas, and

social science gurus.

3Human expertise and technology-enabled analysis must partner

to make sense of enterprise-scale

data sets.

5Successful engagement strategies must be agile

enough to course-correct in real time.

6The promise of the

automated dashboard is afalse dream and manualcuration of insights will

always be needed.

7Influencers don’t simplyreceive communication,

but are the enginefor amplification.

8Evaluation tells uswhat’s happening,

measurement reveals progress towards a goal.

FUNDAMENTALLY, CEOs FIND IT DIFFICULT TO PINPOINT THE ROOT CAUSES OF THE CHALLENGES THEY FACE.

OUR GUIDING PRINCIPLES FOR DIGITAL

4Reputation, content

and engagement strategiesmust be data source agnostic,

woven seamlessly across digital and analog.

9Social media providesan unfiltered read of

public opinion, puttingconversations in context.

THANK YOU.C H R I S D E R I S E N I O R M A N A G I N G D I R E C T O R T E N E O H O L D I N G S

chris deri, teneo, presentation for ipr final 11.17.15 as · how teneo ews identifies attacks...

Documents