Offering Brief | October 2017

Offering Brief

Insight to AI

Offering Brief

Beyond the Promise of Big Data

GAINING CONTEXTUAL ANALYTICS REWARDS

Today’s enterprises are driven by key business principles that get implemented via algorithms. However,

surveys suggest the vast majority of Big Data projects remain in the starting gate.1 Consequently,

it’s no wonder businesses are expressing frustration around the gap between multi-million dollar

analytics investments and actual results in enhancing predictability and improving decision making.

Our Insight to AI framework, developed by Cognizant in partnership with ReD Associates, helps you

bridge the ROI divide. Using a consultative approach, we help your business successfully navigate the

journey toward becoming more intelligence-driven. By combining data science’s Big Data with human

science’s “Thick Data,” our offering helps you generate insights and actions that are more contextual

and intelligent.

Our framework addresses various analytics challenges based on targeted needs. Insight to Consumer

AI focuses on enhancing customer experiences. Insight to Risk AI helps with reducing risk by

predicting and preventing fraud. Insight to Product AI assists with enhancing product features by

understanding market needs, product usage and customer preferences.

Proven at multiple Forbes Global 2000 enterprises, our Contextual Analytics framework results in

significantly improved algorithms that deliver the actionable insights you seek, but that Big Data

alone can’t provide. This enables you to move from the promise of Big Data to getting real rewards for

driving informed decision making to meet existing and evolving competitive needs.

Leap-frog the competition by infusing your Big Data project with Thick Data, which provides the context required for ensuring your analytics initiatives contribute to your bottom line.

2Insight to AI |

What We Offer You

Offering Brief

PATHWAY TO SUCCESS

Insight to AI leverages human science qualitative data, called Thick Data, to understand the deeper needs, aspirations, and drivers that underlie customer and/or user behaviors in your market. Then, the insights are applied to quantitative data, Big Data, already at your disposal. The resulting Contex-tual Analytics provide a clearer, more reliable and more actionable view of the future.

SITUATIONS INSIGHT TO AI ADDRESSES

Although Insight to AI can address multiple challenges, here are some common examples drawn from our real-world Forbes Global 2000 client engagements.

Data Overload. The sheer abundance and heterogeneity of data sources is often baffling and time-consuming to unpack, making it difficult to turn data into meaningful insights.

Lack of Context. Using numbers alone, it’s easy to confuse correlation with causation. In turn, this creates problems with correctly identifying issues and engineering appropriate solutions. Conse-quently, it’s difficult to turn data insights into decisions with any degree of confidence.

Organizational Silos. Cultural and organizational gaps between IT and business teams can make automating, or even prompting, day-to-day activities unattainable. This leads to difficulty turning decisions into scalable actions.

3Insight to AI |

Data Integration

Descriptive & Diagnostic

What Happened and why?

Predictive Analytics

What will happen?

Predictive Analytics

How can we make it happen?

Contextual Analytics

How can we make it relevant?

Data

System of

Record

Informatio

n

System of

Reports

Hypothesis

System of

Analysis

Self-Learning

System of

Intelligence

Meaning

System of

Relevance

Running Better Running Different

Do

ing

Dig

ital

Bei

ng

Dig

ital

Big + Thick Data Methodology

Offering Brief

6 STEPS TO CONTEXTUAL ANALYTICS

Our singular offering works in collaboration with your teams across the six phases of our holistic

framework to address well-established analytics gaps. We combine quantitative (big data) and qualita-

tive (thick data) analytics methodologies to result in Contextual Analytics, which includes actionable

insights for the current situation and improved algorithms for generating new insights going forward.

Define Business Objectives and Approach. Using data science and human science methods, com-

bine “where should we look for data?” with “what should we ask?”

Collect Big and Thick Data. Gather data that answers the questions “what is happening – and why?”

Produce Understanding and Hypothesis. Perform analytical solution design, coupled with

pattern recognition and analysis, to gain insights into “what is most valuable?” plus “what is most

meaningful?”

Generate New Models and Algorithms. Develop, then test, models and associated algorithms sup-

ported by hypothesis refinement to address “what is the better model – and why?”

Deliver Contextual Analytic Algorithms. Provide the improved Big + Thick data production-ready

analytical engine, which includes richer storytelling for actionable and saleable insights, and enables

continued algorithm innovation to meet evolving market needs.

Continuously Refine. Iterate the resulting algorithms to optimize the solution and refine hypothesis.

This ensures an ongoing process of answering not only “how can we improve the solution?” but also

“what aren’t we including that needs to be added?”

ADVANCED CONTEXTUAL ANALYTICS FRAMEWORK

Combining Data Science with Human Science

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TH

ICK

DA

TAH

um

an S

cien

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IG D

ATA

Dat

a S

cien

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Business variables and data mapping

Big & ThickData Collection

Ethnographic immersion

Analytical solution design

New Understanding and Hypothesis

Pattern recognition and analysis

Model and algorithm development

New Model And Algorithms

Support: Hypothesis refinement

Production-ready analytical engine

Deliver Contextual Analytic Algorithms

Support: Richer storytelling

Solution optimization

Continuously Refine

Support: Hypothesis refinement

Business needs and requirements

Business Objective and Approach

Research focusand design

What is happening?

What is most valuable?

What is a better model?

How does it work at scale?

How can we refine it?

Where should we look?

Why is it happening?

What is most meaningful?

Why is this a better model?

How do we tell the story?

What aren’t we including?

What should we ask?

The Cognizant Advantage

Offering Brief

PROVEN STRATEGY WITH UNPARALLELED ATTRIBUTES

To assist you with creating advanced algorithms that are greater than the sum of their parts, we

supply the world’s leading big data and thick data techniques and methodologies. Our unparalleled

multi-disciplinary expertise provides you with multiple exclusive and exceptional features.

Advanced Contextual Analytics. Our unified, mature framework integrates best-of-breed data sci-

ence and human science methodologies.

World-Leading Expertise. Combining Cognizant and ReD Associates teams furnishes you with the

most experienced, best-in-class analytics and data sciences expertise.

Bridges the Say/Do Gap. Classic market research insufficiently informs most analytics initia-

tives because people answer surveys based on their aspirational selves, rather than the context of

their lives.

Obtains Actionable Information with greater

• Clarity. Supplies richer, more detailed perspectives on why people do what they do, and what

that means for your company. This enables moving from Data to Insights.

• Reliability. Using insights based on real, observed behaviors furnishes the context and validity

necessary to confidently make the right decisions. This enables moving from Insights to

Decisions.

• Scalable Actionability. Making the right business decisions allows you to easily turn those

decisions into automated rules for ensuring appropriate actions across your landscape. This

enables moving from Decisions to Actions.

Drives Informed Business Decisions. Empowers your leadership to develop clear business strate-

gies for addressing existential challenges.

LET’S GET STARTED

As they focus solely on numbers, most analytics platforms present only half of the picture. By adding

meaning and context to the numbers, Insight to AI goes beyond known data science gaps to supply

you with advanced Contextual Analytics algorithms that are more relevant and precise, resulting in

improved insights you can apply at scale.

Regardless of the competitive, disruptive, compliance other pressures facing your enterprise, lever-

aging the depth and breadth of expertise provided by the combined strengths of Cognizant and ReD

Associates enables you to rapidly gain a holistic analytics solution to help you meet continuously

evolving competitive demands.

For more information on putting our singular, proven Insight to AI offering to work for you, please visit

Analytics & Information Management

5Insight to AI |

World Headquarters

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ABOUT COGNIZANT

Cognizant (NASDAQ-100: CTSH) is one of the world’s leading professional services companies, transforming clients’ business, operating and technology models for the digital era. Our unique industry-based, consultative approach helps clients envision, build and run more innova-tive and efficient businesses. Headquartered in the U.S., Cognizant is ranked 205 on the Fortune 500 and is consistently listed among the most admired companies in the world. Learn how Cognizant helps clients lead with digital at www.cognizant.com or follow us @Cognizant.

FOOTNOTES

1. Gartner Survey Reveals Investment in Big Data Is Up But Fewer Organizations Plan to Invest, October 4, 2016