This document summarizes a presentation by PwC on data and analytics in the digital age. PwC consists of data professionals who help clients leverage their data and manage risks. Recent projects include analyzing payroll, designing websites, and building systems to visualize customer orders. The presentation covers how digital transformation allows companies to use analytics to stay competitive. It also demonstrates a data visualization tool to support digital transformations.

1. Data and Analytics in the
Digital Age
Nigel Wright IT Directors
Forum
June 2016
www.pwc.co.uk

2. PwC
Who we are
• A team of data professionals from a variety of backgrounds who help our
clients better leverage there data and manage their risks around it
• We split our time between performing analytics to support external audit
clients and performing data work for other clients
• Recent project work includes:
• Performing analysis to ensure that
our client’s employees are being
paid correctly
• Designing a website for a student
accommodation provider
• Building a system to visualise
customer orders
• Verifying that the balance on a customer’s loan is calculated correctly
• Modelling a more precise risk weighting for a customer within the
gaming industry

3. PwC
Agenda
This presentation will provide insights into data and analytics in the
digital age.
We will cover:
• How companies are evolving the way that they operate and using
analytics to stay ahead of competition.
• What it means to be a truly digital organisation.
• Do a Live demonstration of a tool to support with a digital
transformation.

4. PwC
What is Digital?
Revolutionising ways of operating through embracing
modern technology to support
Social - A digital business uses social to interact with customers, both proactively and
responsively.
Mobile –For a business, mobile enabling the workforce makes them better connected
and more efficient. For the consumer, it allows a business anytime access in a non-
intrusive and non-interruptive way. It allows consumers to get on with their lives, and
easily blend in aspects of their digital lives.
Analytics and Big Data – Businesses use analytics in the discovery and communication
of meaningful patterns in data. They use ‘Big Data’ to understand behaviour through
statistical analysis of clumps of data, both structured and unstructured.
Cloud - Outsourcing IT functions to the cloud, whether just computer power, or
functionality on an Software as a Service (SaaS) basis.

5. PwC
A digital journey discussion
We assisted one client on their digital journey.
They are a manufacturing client who were losing market share. In
order to regain this, they needed to understand exactly where this was
being eroded. They operated in a traditional manner; orders were
placed over the phone and manually keyed in. They had poor data
quality which was preventing a single view of a customer.
We helped them to cleanse their customer data and build a process to
keep their data clean. We created a single customer view and built a
data mart containing all relevant data. We used a visualisation tool to
provide insights from their data and help them ask and answer business
critical questions to regain market share.

6. PwC
Mobile

7. PwC
The same event – 8 years apart…what is it?

8. PwC
The great opportunity
• There are now 8 billion mobile devices globally
• Most people are connected for at least 4 hours a day
• Mobile is an untapped opportunity for many businesses
• PwC conducted a survey of over a thousand mobile users in China,
the US and the UK

9. PwC
Mobile has become the primary channel for how consumers access
and engage with the internet
50
118
233
303
356
420
500
24%
40%
61%
66%
69%
75%
81%
0%
20%
40%
60%
80%
0
100
200
300
400
500
600
2007 2008 2009 2010 2011 2012 2013
Mobile in China; connecting 450m netizens
Number of mobile internet users in China, % of internet access
of mobile (2007 – 2013)
More smartphones than the entire population of the
United States
Total base of smartphones in China (2011 – 2017)
209
382
416
466
509
549
592
2011 2012 2013 2014 2015 2016 2017
41%
CAGR
8%
CAGR
Source: CNNIC (2013) , emarketer(2013)

10. PwC
App downloading is on the rise
42
36
23 20
China Brazil United
Kingdom
United
States
0
10
20
30
40
50
60
70
80
90
80%
55%
54%
Content
value
Frequency of
use
Differentiation
from free
Chinese download more apps. than anywhere
else in our cross-country survey…
Number of apps. downloaded in the last 12 months
…but 89% of those are free. Of the 11% that
were paid, content value was the main driver
Willingness to pay depends on (%)
Source: PwC "Mobile advertising in China: What do Chinese consumers want and how should businesses be engaging with them?" (2014)

11. PwC
UK
28%
US
30%
China
58%
UK
27%
US
26%
China
59%
Willingness to share personal data for a free app?
PwC “Mobile advertising: What do Chinese consumers want” (2014)
Willingness to share personal data for fewer adds?
Consumers are willing to share their personal data if they receive
something of value in return
Source: PwC "Mobile advertising in China: What do Chinese consumers want and how should businesses be engaging with them?" (2014)

12. PwC
Cloud and Cloud BI

13. PwC
What is Cloud BI?
Applications hosted on a network
that enable businesses to obtain the
most value out of the information
at hand

14. PwC
2014 Gartner Survey
“In each of the last four years,
around 30% of respondents to a
Gartner survey said they'd run their
mission-critical BI in the cloud. This
year, however, nearly half - 45% -
said they would adopt cloud BI.”

15. PwC
The Cloud and Business Intelligence fit
Business
Intelligence
Enabling the user to
have access to the
information they
need, when they need
it
Cloud
computing
Providing a
lightweight, agile
way for the
business to access
their information

16. PwC
Social

17. PwC
Social media risk on a page
Risk Factors
Financial
Operational
Regulatory /
Compliance
Information
Security
• Companies face several financial risks
associated with a breach:
• DPA – Fines
• Stock price decline
• Crisis management /
Remediation efforts
• Lack of good governance
leading to:
• Reduced employee
productivity
• Increased process
complexity
• Loss of competitive
advantage
• Disruption of business
activities
• Insufficient
moderation leading to
poor content
• Enforcement actions from government –
EU regulation
• Compliance with self-regulatory
frameworks (i.e. US-EU Safe Harbor,
TRUSTe)
• Data retention / personal data off-shore
• Employee misuse / inappropriate
communications
• Negative impact to the brand
• Loss of employee, customer and /
or investor confidence
Reputational
• Access controls
• External threats
• Careless employees
• Data classification and
governance
• Sharing of confidential
information
• Use of offshore
organisations and 3rd
parties

18. PwC
The Associated Press gets hacked…

19. PwC
Which caused this….

20. PwC
The Guardian also gets hacked…

21. PwC
Risk…Engaging on Social Media
JP Morgan Twitter Chat

22. PwC
Greggs the bakery

23. PwC
Greggs the bakery

24. PwC
Greggs the bakery

25. PwC
Greggs the bakery

26. PwC
Greggs the bakery

27. PwC
Greggs the bakery

28. PwC
Greggs the bakery

29. PwC
Greggs the bakery

30. PwC
Analytics and Big Data

31. PwC
Data is growing at an exponential rate ...
From diverse and complex sources
VolumeofData
Time
500 million
tweets per day
73 item sales
per second
5 billion
searches per
day
100 hours of
video added per
minute
40 TB of data
generated
every second

32. PwC
Big Data can be Used to Provide a Significant
Commercial Advantage
Pricing
Strategies
Operational
Performance
Customer
Insight and
Sentiment
Demand
Planning
Optimisation
Competitor
Insight
Staff and
Resource
Optimisation

33. PwC
Some Key Questions Exist for Management
Analytics
Descriptive –
What happened?
Predictive –
What could
happen?
Prescriptive –
What should we
do?
Business Value
Data
Internal / External Data Accuracy

34. PwC
Need more inspiration?

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not constitute professional advice. You should not act upon the information contained in this
publication without obtaining specific professional advice. No representation or warranty
(express or implied) is given as to the accuracy or completeness of the information contained
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information contained in this publication or for any decision based on it.
© 2015 PricewaterhouseCoopers LLP. All rights reserved. In this document, "PwC" refers to
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Dave Williams
T: 07734 959115
E: dave.g.williams@uk.pwc.com
Cathy Nockles
T: 07730 147787
E: dave.g.williams@uk.pwc.com