1. October 1, 2012
KPIs for Big Data
eMetrics Boston 2012
© 2010 Critical Mass, Inc. All Rights Reserved
1

2. The Big Data Promise
Big Data offers real
opportunities for measureable
competitive advantage…
...but only if your organization
is ready to make the changes
necessary to use big data
well.
© 2009 Critical Mass, Inc. All Rights Reserved
2

3. Big Data, or Broad?
Are your
organization’s
“Big Data”
requirements
about volume,
or variety…
© 2010 Critical Mass, Inc. All Rights Reserved
3

4. This is Your Organization’s Data
Web
Analytics CRM
POS
Social Survey
© 2010 Critical Mass, Inc. All Rights Reserved
4

5. Organizational Inertia Trumps New Tech
This is your shiny new Big Data tech if you don’t
address organizational change first…
…since your Sr. VP of Harnesses and Oats will want to
make sure that any change isn’t too disruptive.
© 2010 Critical Mass, Inc. All Rights Reserved
5

6. Start with Shared Objectives
The VP of Harnesses and Oats needs
to see how Big Data can benefit them
more than the status quo, if only
they’d think differently…
If Big Data won’t fit with their existing
objectives, you’ll need to help them
understand new objectives.
© 2010 Critical Mass, Inc. All Rights Reserved
6

7. Fundamental Big Data Objectives
Know your business
Know your Customers
Act on that knowledge
NOW!!!
© 2010 Critical Mass, Inc. All Rights Reserved
7

8. Big Data KPIs
Big Data KPIs are primarily going to be
the same KPIs you use now to make
decisions – but brought out of channel
and functional silos through the following
three operational foci:
Synthesis
Speed
Significance
© 2010 Critical Mass, Inc. All Rights Reserved
8

9. KPI #1: Synthesis
© 2010 Critical Mass, Inc. All Rights Reserved

10. Synthesis Integrates the Organization
© 2010 Critical Mass, Inc. All Rights Reserved
10

11. Getting your Head Together
T-Mobile took a scattered & siloed data infrastructure
and repurposed it around objectives.
© 2010 Critical Mass, Inc. All Rights Reserved
11

12. Feed Your Head
© 2010 Critical Mass, Inc. All Rights Reserved
12

13. Feed Your Head
© 2010 Critical Mass, Inc. All Rights Reserved
13

14. Integrate Mind & Body
“A good part of that endeavor has
been spent building the infrastructure
to support the number-crunching. But
the piece that is perhaps harder, Mr.
Talling-Smith said, is getting the plane
crews to recognize the importance of
reading notes about passengers and
then delivering them a certain
message.”
© 2010 Critical Mass, Inc. All Rights Reserved
14

15. Integrate Mind & Body
...everyone sits in the room together and is
looking at the data and testing insights around
consumers. It's got to be the data scientists
sitting with the business folks. It's breaking
down all those silos, [to have] a customer-
based view, regardless of where the data
happens to sit. It's structural -- not getting
stuck in organizational silos, pulling some of
these functions together. It doesn't have to be
an organizational chart change, but it's at
least getting these people talking together and
sharing across the data. You [also] need a
business champion who is going to drive it
through.
-Allen L. Weinberg
Director, McKinsey & Co.
© 2010 Critical Mass, Inc. All Rights Reserved
15

16. Big Data KPIs
Synthesis KPIs:
1. Quality & frequency of communication
with IT. With Market Research. With
Customer Service.
2. Engagement of Big Data champion.
3. Decentralized utilization of data.
© 2010 Critical Mass, Inc. All Rights Reserved
16

17. KPI #2: Speed
© 2010 Critical Mass, Inc. All Rights Reserved

18. Your Current Reporting
© 2010 Critical Mass, Inc. All Rights Reserved
18

19. Speed
Able to read and understand 200 million
pages of text in three seconds...
© 2010 Critical Mass, Inc. All Rights Reserved
19

20. Speed
IBM hopes
Watson will
become every
doctor's
sidekick...
© 2010 Critical Mass, Inc. All Rights Reserved
20

21. Speed
Letting this happen is hard for organizations to do…
© 2010 Critical Mass, Inc. All Rights Reserved
21

22. Speed
Tools like Splunk bring together multiple data sources in
near real-time. It’s 2009 cutting-edge real-time Fortune 100
BI at 1/100th the cost and effort…
© 2010 Critical Mass, Inc. All Rights Reserved
22

23. Big Data KPIs
Speed KPIs:
1. Identification of "rapid-management"
practices.
2. Data provision & change visualizations
in those areas.
3. Response times in those areas.
4. Aggregate gains in related performance
metrics
© 2010 Critical Mass, Inc. All Rights Reserved
23

24. KPI #3: Significance
© 2010 Critical Mass, Inc. All Rights Reserved

25. Content Customization
Context+CMS+CRM+Channel
© 2010 Critical Mass, Inc. All Rights Reserved
25

26. Know the Significance Structure for Your Customers
© 2010 Critical Mass, Inc. All Rights Reserved
26

27. Segmentation
Milen Mahadevan, SVP
Dunnhumby USA
Segmentation is often a
"descriptive data dump" used in
strategy, then never referred to
again going forward.
© 2010 Critical Mass, Inc. All Rights Reserved
27

28. Critical Mass Data-Driven Strategy
© 2010 Critical Mass, Inc. All Rights Reserved
28

29. No Stalking!
© 2010 Critical Mass, Inc. All Rights Reserved
29

30. Orbitz Learned the Hard Way
Even if the content targeting meets real preferences and
needs, people will be surprised & potentially upset by
undisclosed data use…
Orbitz Social Media Conversations
© 2010 Critical Mass, Inc. All Rights Reserved
30

31. Target Learned Subtlety
© 2010 Critical Mass, Inc. All Rights Reserved
31

32. Big Data KPIs
Significance KPIs:
1. # of segments addressed (and
performance by segment).
2. Content targeting algorithm breadth &
depth.
3. Cross-system learning.
4. User satisfaction & quality of
relationships.
© 2010 Critical Mass, Inc. All Rights Reserved
32

33. Big Data KPIs
Big Data KPIs are primarily going to be
the same KPIs you use now to make
decisions – but brought out of channel
and functional silos through the following
three operational foci:
Synthesis
Speed
Significance
© 2010 Critical Mass, Inc. All Rights Reserved
33

34. Thank You
Questions? @scotwheeler
© 2010 Critical Mass, Inc. All Rights Reserved