The Insights 2020 research presented here shows how companies can align insights and analytics strategy, structure and capability to drive business growth.
12. Welcome to the connected society
212 Billion
Sensor enabled
devices
2008 2015 2020
7
Billion
25
Billion
50
Billion
Connected devices
!
Connected
Society
Data People
Process Devices
@insights2020
13. Traditional value drivers no longer provide competitive advantage
1900 -
1960
1960 -
1990
1990 -
2010
2010 -
PRESENT
Age of
manufacturing
Age of
Distribution
Age of
Information
Technology
Age of the
Connected
Customer
@insights2020
17. Insights2020 Advisory Board
Keith Weed
Unilever
Sir Martin Sorrell
WPP
Diego Scotti
Verizon
Julian Prynn
BAT
Jerry Wind
Wharton
Harish Bhat
TATA
Gayle Fuguitt
ARF
Rob Norman
GroupM
Tony Fagan
Google
Barbara Lamprecht
Volkswagen
19. Largest and most global I&A study ever conducted
60 Markets
337 Vision Interviews
10,495 Survey Respondents
• LinkedIn Behavioral Analysis
• Wharton Crowd Sourcing
• 8 Global research teams
• Cross-industry, Cross-function
@insights2020
22. Challenges
Internal silos &
bureaucracy
Legacy of
structure &
functions
Making sense
of data
Recruiting
wholebrain
people
Especially true for
underperformers
Especially true for
overperformers
@insights2020
23. Key dimensions of Customer-Centric growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
@insights2020
24. Key dimensions of Customer-Centric growth
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH
@insights2020
33. Key dimensions of Customer-Centric growth
8. Leading role of I&A
9. Unlocking the power of data
10.Critical capabilities
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH
@insights2020
36. Driver 9. Unlocking the Power of Data
THE ECONOMIC GRAPH Linking different data
sources to distil insights
67%
34%
37. Driver 10. Critical Capabilities
Storytelling
61%
37%
Business Sense
75%
50%
‘Wholebrain’ thinking 71%
42%
@insights2020
38. 10 drivers of Customer-Centric growth
8. Leading role of I&A
9. Unlocking the power of data
10. Critical capabilities
4. Embraced by all
5. Leadership priority
6. Collaboration
7. Experimentation
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
@insights2020
39. 45%
53%
61%
+8%
+2%
+3%
Total Experience
Supporting scorecard
• Purpose-led
• Data-driven customization
• Touch point consistency
• Leading role of I&A
• Unlocking the power of data
• Critical Capabilities
• Embraced by all
• Leadership priority
• Collaboration
• Experimentation
Customer Obsession
Insights Engine
Revenue Growth
Potential
+2.8%
ILLUSTRATIVE NUMBERS
73%
49%
53%
+2%
+5%
+3%
+9%
-6%
-2%
+3%
-7%
-9%
-6%
-2%
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
+5%
63%
75%
61%
34%
+5%
+3%
+4%
+6%-2%
@insights2020
40. NOW what?
Focus on products and services Focus on Total Experience
@insights2020
41.
NOW what?
Focus on detail of data Focus on actionability of data
@insights2020
49. Growth requires personalized experience at scale
Creating experiences based on
data driven insights
73%
31%
Linking different data sources
to distil insights
67%
34%
Using insights and data to drive
consistency across all touch points
64%
29%
50. Growth requires personalized experience at scale
ORGANIC / SPONSORED CONTENT
The most effective platform for marketers
to engage with professionals
CONTENT MARKETING
52. EY personalizes conversations for
customers and clients with specific thought
leadership to deepen relationships while
maintaining consistent purpose-driven
messaging
53.
54. • Identify the right marketing and sales
targets
• Connect in a personal way
• Build relevant relationships in a
credible context
• Convert marketing activities into sales
Growth requires personalized experience at scale
55. Growth requires alignment on brand purpose
Link everything to a clear
brand purpose
80%
32%
Customer centricity is a top
priority for leaders
91%
48%
Customer centricity is fully embraced
by all functions
79%
13%
57. ELEVATE
Leverage your employees’ collective
influence
to share content
that is “on brand”
EMPLOYEE ACTIVATION
Growth requires alignment on brand purpose
61. • Share stories in a credible context
• Amplified by employees
• Connecting the external and internal world of
the company
• Driving overall corporate and employer
reputation – and building your Talent Brand
Growth requires alignment on brand purpose
62. Growth requires hiring, developing, and retaining people
Business sense
77%
50%
“Wholebrain” thinking
71%
42%
Storytelling
61%
37%
63. JOBS APP
Find the right job or have the right job
find you
JOBS SEARCH
Growth requires hiring, developing, and retaining people
64. RECRUITER PLATFORM
Powerful business intelligence
to find the right active and
passive candidates
RECRUIT GREAT TALENT
Growth requires hiring, developing, and retaining people
65. Acquire the skills you need to
succeed
LYNDA.COM
TRAIN & DEVELOP TALENT
Growth requires hiring, developing, and retaining people
66. Dell encourages employees to create
strong profiles and networks, building
talent brand and
driving referrals
68. • Identify the right talent
• Connect in a personal way
• Recruit talent to join your purposeful
team
• Grow the talent you have through
training and development
Growth requires hiring, developing, and retaining people
69. Overperformers leverage the multiplication effect to drive growth
more likely to
use all 4 aspects
of LinkedIn
LI Recruiter
(Hiring)
LI Sales Navigator
(Social Selling)
LI Marketing Solutions
(Brand Activation)
LI Elevate
(Employee Activation)
400% at least 3
aspects
68%
at least 2
aspects
41%
at least 1 aspect
18%
Overperformers: