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WIRED FOR INNOVATION HOW IT IS TRANSFORMING COMPETITION
Erik Brynjolfsson MIT Sloan School and MIT Center for Digital Business http://digital.mit.edu/erik
Generous support for this research was provided by the National Science Foundation and the MIT Center for Digital Business. Copyright © Erik Brynjolfsson. Reproduction prohibited
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Copyright (c) Erik Brynjolfsson 2
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“The Great Recession” “The Great Restructuring”
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IT and Productivity: The Data Speak
IT Stock (relative to industry average)
Productivity (relative to
industry average)
Copyright (c) Erik Brynjolfsson
Source: Brynjolfsson and Hitt 2003
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Corporate Performance Spread
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10
20
30
40
50
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Intr
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Performance Spread: Gross Profit Margin
Low IT Industries
High IT Industries
5 Copyright (c) Erik Brynjolfsson
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Digital Advantage survey overview
*
* Manu- facturing
* Health Care and Social Assistance
Finance and Insurance
Wholesale Trade
Utilities & Natural Resources
Transportation and Warehousing
*
*
*
*
*
*
*
*
SOURCE: Digital Advantage Survey
330 companies interviewed by team at MIT
Respondents by category Percent
Respondents by revenue group Count
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Research Questions
1. Do more data-driven decision-making
practices make firms more productive?
2. Do more data-driven decision-making
firms outcompete their rivals in
profitability and market valuation?
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Data Driven Decision-makers are Winning
Greater Performance:
4% higher productivity
and top line sales
Source: Brynjolfsson and Kim (2011a)
8 Copyright (c) Erik Brynjolfsson
Competitive Advantage:
6% greater profitability, and
higher total market value
Source: Brynjolfsson and Kim (2011b)
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Experiment
Measure
Share
Replicate
IT Enables Four Drivers of Innovation
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Measure
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New Tools Beget Revolutions
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Nanodata and Now-casting
12 Copyright (c) Erik Brynjolfsson
Clickstream/Page views/Web transactions
Mobile phone/GPS/Location data
Email messages
RFID
Web links/Blog references/SSRN/Facebook
ERP/CRM/SCM transactions
Real-time machinery diagnostics/engines/equipment
Google/Bing/Yahoo Searches
Bar code scanner data
Stock market transactions
Twitter feeds
Wikipedia updates
Etc….
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The Internet of Things
Copyright (c) Erik Brynjolfsson 13
By 2015 there will be 1 trillion sensors linking the physical and digital worlds merging to become an “Internet of Things”
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Data vs. HiPPOs
Wine Chemistry Housing Sales Truck Routing
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0
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1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49
Ho
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Predicted vs Actual Home Sales
Predicted
Actual
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AL
AR
CT
FL ID IA LA
MA
MS
NE
NJ
NC
OK RI
TN
VA
WV
predicted Home Sales 2009Q3
predicted
In the September, 2009 draft of NBER paper (submitted for workshop), we used our model to estimate sales in Q3 2009.
We predicted the average home sales for the entire nation would increase by 6.4%
The National Association of Realtors predicted an 8.1% increase.
On Nov. 24, 2009, the housing sales for Q3 were announced …
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… as increasing 6.1%.
•Nanodata produced a 66% improvement over the baseline model
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Experiment
16 Copyright (c) Erik Brynjolfsson
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17 Copyright (c) Erik Brynjolfsson
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Experimentation at Harrah’s
�Gary Loveman
Zero executive experience
Zero background in Casinos
But, an MIT PhD who knows how to make numbers talk
Results
Transformed Harrah’s from second tier to number one gaming company in the world
Completed a $30.7 Billion LBO
Introduced a culture of pervasive field experimentation
“There are two ways to get fired from Harrah’s…”
“We have come out on top in the casino wars by mining our customer data deeply, running marketing experiments and using the results to develop and implement finely tuned marketing and services strategies that keep our customers coming back.”
-- Gary Loveman, CEO, Harrah’s
18 Copyright (c) Erik Brynjolfsson
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Share
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Cisco’s Mac Wiki
- Over 10,000 Macintosh users at Cisco, but no central IS support
- A few users established a wiki, where users could post tips, tricks, files, links and other content
- Example: tip for using the Linux printers which were ubiquitous at Cisco
- Many users all over world got up to speed entirely via Mac Wiki
- Thousands of small ideas from hundreds of users
Copyright (c) Erik Brynjolfsson
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Replicate
Copyright (c) Erik Brynjolfsson
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What Does IT Do?
1. Replicate Bits
Copyright (c) Erik Brynjolfsson
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Copyright (c) Erik Brynjolfsson 23
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What Does IT Do?
1. Replicate Bits
2. Replicate Processes
Copyright (c) Erik Brynjolfsson
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Case Study: CVS
Basic ‘script fulfillment process:
27% of scripts encountered a problem
16% of customers disappointed at pick-up
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INVENTORY
Drop -offData
EntryProduction
Quality
AssurancePick -up
Standard
script path
Data entry
RPh
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Dr. callor
Production
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Drop -off
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INVENTORY
Drop -offData
EntryProduction
Quality
AssurancePick -up
Standard
script path
Data entry
RPh
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Dr. callor
Production
Co
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Drop -off
P
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1 hour before pick-up 1st step = drug utilization review (DUR)
2nd step = insurance check
Copyright (c) Erik Brynjolfsson
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CVS: Scale without Mass
Short-term results: customer satisfaction scores Wait time satisfaction: 76 86 Overall pharmacy satisfaction: 86 91
New process embedded in Enterprise IT (EIT) 100% compliance
Rapid roll-out to over 4000 retail pharmacies
Drop-offData
Entry
Insurance
checkProduction DUR QA Pick-up
While customer is present
Drop-offData
Entry
Insurance
checkProduction DUR QA Pick-up
While customer is present
New fulfillment process:
Copyright (c) Erik Brynjolfsson
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IT Reduces the Costs of Measurement,
Experimentation and Replication
Copyright (c) Erik Brynjolfsson
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Synergies Amplify The Benefits
A new kind of R&D
Experiment
Measure Share
Replicate
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Three Implications for Executives
1. Recognize the heightened value of innovation
Adjust recruiting, retention and incentives systems
Innovations can be big or small`
Change the culture:
From analyze and plan to experiment and replicate
2. Invest in technologies and platforms that collect, aggregate, codify, share and/or propagate data and innovations
- ERP/SCM/CRM etc.
- BI, Cloud computing, Enterprise-strength Web 2.0 and Social networking
3. Apply the four step process Experiment, Measure, Share and Replicate
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To learn more about my research,
please visit my website:
http://digital.mit.edu/erik
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Medium IT Industries
Concentration is Increasing
High IT Industries
Low IT Industries
Copyright (c) Erik Brynjolfsson
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High IT-using Industries
Medium IT-using Industries
Low IT-using Industries
Sales Turbulence Has Also Increased
Copyright (c) Erik Brynjolfsson
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The Information Gold Mine
Digital Information is Doubling Every 1.2 years
Over 5 Exabytes every two days; more than in all history through 2003
The size of the largest data warehouses is tripling every two years
Exceeds processor growth predicted by Moore’s law
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Other Examples Google
Page rank algorithm 2008 is very different from 1999 algorithm
Advertising auctions are continuously fine tuned
Even HR – are you a record-holder in something?
Netflix
How do YOU pick your next movie?
Tesco
From #2 to #1
VA Hospitals
“Evidence based medicine”
Capital One Credit card offers tests
Call Center Employee incentives and customer service
Schools in Africa Poverty Action Lab: Digital cameras reduce teacher absenteeism
Field Experiments with rapid feedback = R&D
34 Copyright (c) Erik Brynjolfsson
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Four Steps to the Future of Business
1. Design and field numerous experiments
2. Measure results in great detail
3. Share findings and identify winners
4. Rapidly and cheaply replicate winners
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Digital Darwinism:
Accelerating Discovery and Competition