2014 deloitte analytics symposium
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2014 Deloitte Analytics SymposiumDeloitte UniversityNovember 13–14, 2014
torytelling with Analytics
S
nce upon a time……business leaders traveled from far and wide to attend
the 2014 Deloitte Analytics Symposium to focus on the art
of telling stories with data. They shared their tales with
business strategists, executives, novelists, data scientists, and
more to develop a whole new way of thinking about what
business analytics is and what it can do.
These people understand that business analytics is really all
about storytelling—about uncovering the business stories
lurking under layer upon layer of data. It’s the kind of
storytelling that takes a reporter’s instinct, a scientist’s
tenacious curiosity, and an MBA’s knack for business.
We’d like to thank this group of innovative thinkers for
leading the quest to show others the power of analytics
through their stories.
Summary of the sessions ..............................3
Poll results .................................................. 16
Facilitators and participants ........................ 17
The quest continues ................................... 18
Graphic recordings ..................................... 19
The business of storytelling
Using data to drive business and create value with stories. What makes a good story?
Stories from the front lines
An unscripted discussion about the state of today’s analytics market—what’s new, what’s hot, what’s next, what’s yesterday’s news, and more.
Telling the right story
Which elements must be in place to tell the real story of your data? Start here.• Building a solid analytics capability• Technology: A closer look at big data,
platforms, and more• Making decisions with data• The role of innovation
The Greenhouse Demos of Wearables, Next Best Offer, and Art of the Possible
To be continued…
What’s next in the analytics plot? Who are telling their stories best? How can you build your own story?
Summary of the sessions
3 Storytelling with Analytics #AnalyticsStories
Category of one. Analytics powers one-to-one marketing by revealing different drivers, incentives, and messages for each customer.
Key takeaway
4 Storytelling with Analytics #AnalyticsStories
Data is only as good as the story it tells.
Fresh thinking
5 Storytelling with Analytics #AnalyticsStories
Customer centric. Focus on the customer in every decision from technology to innovation.
Key takeaway
6 Storytelling with Analytics #AnalyticsStories
Science + art + inspiration = innovation
Fresh thinking
7 Storytelling with Analytics #AnalyticsStories
How far is too far? Do we really need to put activity trackers on chickens to enhance data collection?
Key takeaway
8 Storytelling with Analytics #AnalyticsStories
Anecdata – 'anik'dāt e – noun: a short, interesting story about how data and analytics helped solve a business problem
Fresh thinking
9 Storytelling with Analytics #AnalyticsStories
Past behavior predicts future behavior. Watch behaviors closely— for example credit scores could be an indication of driving behavior.
Key takeaway
10 Storytelling with Analytics #AnalyticsStories
Just do something. Start small and demonstrate benefits to the rest of the organization.
Fresh thinking
11 Storytelling with Analytics #AnalyticsStories
Analytics 3.0. We’re beyond Analytics 2.0. We’re now into Analytics 3.0—the industrialization of analytics.
Key takeaway
12 Storytelling with Analytics #AnalyticsStories
Build a culture that appreciates the value of data as an asset.
Fresh thinking
13 Storytelling with Analytics #AnalyticsStories
Analytics ambassadors. If technical people are red, and business people are blue, then look for purple people who bring a hybrid of skill sets.
Key takeaway
14 Storytelling with Analytics #AnalyticsStories
In any one silo, the data is right. But to find insights, look across organizational silos.
Fresh thinking
15 Storytelling with Analytics #AnalyticsStories
Very Analytics exists to tell stories
SomewhatSometimes a good story is needed to make the point
Not so muchJust let the data do the talking
Data Stories are pure fiction
without it
StoriesWithout them, data is just a
bunch of numbers
Both!Do we really
have to choose?
When they’re just not getting it
To build consensus or rally the troops
To make a point quickly with senior execs
When talking to customers
Almost all the time Hardly ever
Nonfiction Just the facts, told in an interesting way
ThrillerFear and excitement
always help
Action/AdventureLet’s do
something!
MysteryWe don’t always have the answers
ExcellentJohn Grisham level
Pretty goodMy stories
lead to action
Need some helpMy stories lead to
confused looks
PoorLet’s just say I have a lot of work to do
How important is storytelling in analytics? Which is more important: Data or the stories it tells?
When do you use stories?
Which types of analytics stories are most useful? How would you rate yourself as a business storyteller?
73% 25% 2%
Poll results
4% 19% 8% 0% 65% 4%
14% 26% 60%
9% 9% 57% 25% 5% 35%46% 14%
16 Storytelling with Analytics #AnalyticsStories
Poll results from the 2014 Deloitte Analytics Symposium using Poll Everywhere
We would like to thank everyone who participated in the 2014 Analytics Symposium. Your stories were inspiring to us all. We look forward to continuing the conversation.
Forrest Danson PrincipalUS Leader, Deloitte AnalyticsDeloitte Consulting LLPfdanson@deloitte.com
Dave Rudini Principal, Co-DeanDeloitte Consulting LLPdrudini@deloitte.com
Omer Sohail Principal, Co-DeanDeloitte Consulting LLPosohail@deloitte.com
Stay connected Check out the Storify album https://storify.com/deloitteba/analyticsstories
Keep the conversation going #AnalyticsStories
Create innovative solutions www.deloitte.com/us/deloitteanalytics
The quest continues
18 Storytelling with Analytics #AnalyticsStories
This publication contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of this publication, rendering business, financial, investment, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Deloitte, its affiliates, and related entities shall not be responsible for any loss sustained by any person who relies on this publication.
As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries.
Copyright © 2014 Deloitte Development LLC. All rights reserved.Member of Deloitte Touche Tohmatsu Limited
#AnalyticsStories
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