Making Leaders Successful Every Day

The Industrialization of Analytics

June 27, 2014

Michael Barnes – Vice President, Research Director

© 2012 Forrester Research, Inc. Reproduction Prohibited

Patrick TuckerThe Naked Future: What Happens in a World That Anticipates Your Every Move?

“When the cost of collecting information on virtually every interaction falls to zero, the insights that we gain from our activity . . . will fundamentally change the way we relate to one another, to institutions, and with the future itself.”

© 2013 Forrester Research, Inc. Reproduction Prohibited 4

Customers are increasingly always addressable . . .

Source: September 26, 2012, “The Always Addressable Customer” Forrester report

Engagement is now a key to value delivery

Systems of record host

processes.

Systems of engagement

touch people.

Systems of engagement empower customers, partners, and employees with context-rich apps and smart products to help them decide and act immediately in their moments of need.

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Two technology management agendas

Technology management = BT

Business technology: The systems, technologies, and processes to win, serve, and retain customers.

IT +

Information technology: The systems, technologies, and processes to support and automate business operations.

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Source: October 10, 2013, “Technology Management In The Age Of The Customer” Forrester report

A projected path for IT and BT budgets

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A data evolution is underway

Less than 15% of data used for business intelligence (BI)

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But most data analytics remain backward-looking

Source: September 20, 2011, “Understanding The Business Intelligence Growth Opportunity” Forrester report

Information about

Is THIS actually helping anyone?

“data sets that are too

large and complex to

manipulate or interrogate

with standard methods or

tools.” “high-volume, high-velocity and high-variety information assets that demand cost-effective, innovative forms of information processing”

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Let’s get real

• What it’s not: a technology or platform, a project, an objective with a single completion

• What it is: a journey, a process, a strategic effort across the organization

The practices and technologies that close the gap between the data available and the ability to

turn that data into business insight.

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Three key areas are critical

Source: Upcoming “Reset On Big Data” Forrester report

© 2012 Forrester Research, Inc. Reproduction Prohibited

Key takeaways

Big data isn’t a project or a technology acquisition. It’s a journey without a predefined end that enables massive opportunities.

Businesses need to recognize the risks of big data and be responsible with how they use personal data – and how they apply their increased insights.

Marketers need to step up their big data game, and stop letting confusion limit their opportunities to grow.

Thank you

Michael Barnes

+61 437 598 768

mbarnes@forrester.com

@mb_analyst