This document provides an overview of digital analytics. It discusses how the volume of data has grown exponentially from gigabytes to zettabytes. Analytics can unlock untapped value in data and businesses expect outcomes like increased revenue and competitive advantage. Most companies recognize the need for better analytics but face challenges in integrating structured and unstructured data sources. Common obstacles include developing an analytic culture and master data management for unstructured data. The document concludes that analytical insight is key to long-term growth, leaders compete on data logistics, and the data tsunami endangers governance without technological shifts.

1. Overview on Digital Analytics
Altavilla Vicentina, June 9, 2016

2. From GB to TB to PB to EB to ZB ...
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3. Untapped goldmines of value
3
Source: IDC EMEA, European Data Market 2015 (n different within
groups; unweighted percentages)

4. Expected business outcomes from Analytics
4
Source: IDC EMEA, European Data Market 2015
(n=1114, unweighted percentages)
Business expectations are rising ...

5. Today technology
empowers different
decision-making
styles?
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6. Who need better business analytics?
6
Source: IDC, SW Survey 2015 (n=216, employees > 50, different within
roles; unweighted percentages)

7. The Challenge: moving from data-driven
to knowledge-driven business
7
Vision & Strategy: how to tie structured and unstructured data
sources together, and why
Organizational Culture: how we produce and consume
information
Analytic Culture: what’s the secret recipe? text analytics,
learning networks, etc.?
Data Governance: Master Data Management approach to
unstructured? Are you nuts?!

8. Which steps require excessive time/
efforts?
WORLDWIDE n=1810
ITALY n=113
Source: IDC Survey, December 2014 , companies
>100 employees (unweighted percentages)
10

9. Concluding remarks
i. Analytical insight is the recipe for long-term growth:
competing in customer and process knowledge
ii. Leaders move a step backwards: they start competing on
data logistics before physical market
iii. The tsunami of data endangers data governance: a
technological shift is required
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Giancarlo Vercellino
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Manager
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