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Design Thinking for Data Superwomen & Supermen

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Martin Szugat from Datentreiber held a keynote at the Predictive Analytics World Business Conference on November 14th, 2018 to share his knowledge on how to transform a business with an individual and successful data strategy for interdisciplinary teams.

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Design Thinking for Data Superwomen & Supermen

  1. 1. Martin Szugat on 14.11.2018 at the Predictive Analytics World for Business in Berlin Design Thinking for Data Superwomen & Supermen
  2. 2. Data Alchemy
  3. 3. Data Science
  4. 4. “Owning a large, domain-specific dataset can therefore become a significant source of competitive advantage […]” Source: https://medium.com/@muellerfreitag/10-data-acquisition-strategies-for-startups- 47166580ee48
  5. 5. “Accessing and owning a large, domain-specific dataset to build high accuracy models can be the single hardest problem that founders need to solve in the beginning.” Source: https://medium.com/@muellerfreitag/10-data-acquisition-strategies-for-startups- 47166580ee48
  6. 6. Data & Analytics: Two Sides of a Coin. Source: http://www.kdnuggets.com/2016/05/datasets-over-algorithms.html
  7. 7. AnalyticsData Data drives your business. Value
  8. 8. AnalyticsValue Data A data strategy guides your business.
  9. 9. Data strategy design gives you the orientation. With the proven method of data strategy design you explore your data landscape, identify relevant applications and develop a plan to increase your analytical maturity. For more information see www.datastrategydesign.com. AnalyticsValue Data
  10. 10. … and +20 more „Data Strategy Design Thinkers“
  11. 11. What is Design Thinking? Creating solutions from the perspective.
  12. 12. T-shaped team Interdisciplinary: Marketing, IT, Business Intelligence customers!
  13. 13. „Fail early to succeed sooner.“ Tom Kelley, inventor of design thinking
  14. 14. Which tools?
  15. 15. Your brain.
  16. 16. And paper & pen.
  17. 17. Website Personalization Website CRM Newsletter Social Media Web Analytics Sales Reporting Newsletter Insights Social Media Monitoring Integrated Marketing Dashboard A/B Website Testing Lead Scoring Churn Prevention Churn Prediction Uplift Modelling Affinity Scoring Web Analyst Business Analyst Data Warehouse ETL-Tool BI Developer Self-Service- BI-Tool Predictive Modelling Tool Data Scientists Data Engineer Machine Learning- Developer AdWords Optimization (CLV)
  18. 18. Designguide: Process Patterns ANALYTICS MATURITY 1) Identify & prioritize use cases. DATA STRATEGY 2) Design & evaluate analytical solution.
  19. 19. AdWords Optimization on „CLV“ Revenue by customers Click costs by customers Calculate „CLV“ Sort AdWords campaigns by „CLV“ CRM: Revenues AdWords: Click Costs
  20. 20. Designguide: Process Patterns ANALYTICS MATURITY 1) Identify & prioritize use cases. DATA STRATEGY DATA LANDSCAPE 2) Design & evaluate analytical solution. 3) Explore data sources & providers.
  21. 21. „CLV“ CRM: User data AdWords: Click costs Shop system: Transactions Customer ID
  22. 22. „CLV“ CRM: User data AdWords: Click costs Shop system: Transactions Landing page per AdWords campaign
  23. 23. AdWords Optimization on „CLV“ Revenue by customers Click costs by customers Calculate „CLV“ Sort AdWords campaigns by „CLV“ CRM: User data AdWords: Click costs Shop system: Transactions Landing page per AdWords campaign
  24. 24. Get started. Downloads, tutorials & more for free: http://datastrategydesign.com
  25. 25. May the data be with you. Trainings: 15.11.2018 Berlin 31.1-1.2.2019 Munich 8-9.2.2019 Munich 8.5.2019 Munich
  26. 26. datentreiber.deWir treibenIhr Unternehmenvoran. Web: www.datentreiber.de Blog: www.datentreiber.de/blog/ Martin Szugat Telefon: +49 [0]881 12 88 46 53 Email: ms@datentreiber.de

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