THE RISE OF ANALYTICS 3.

0
How to Compete in the Data Economy

By Thomas H. Davenport, IIA Research Director

Copyright 2013 IIA All Rights Reserved

About IIA
IIA is an independent research firm for organizations committed to accelerating
their business through the power of analytics. We believe that in the new data
economy only those who compete on analytics win. We know analytics inside and
outits what we do. IIA works across a breadth of industries to uncover
actionable insights gleaned directly from our network of analytics practitioners,
industry experts, and faculty. In the era of analytics, we are teachers, guides and
advisors. The result? Our clients learn how best to leverage the power of
analytics for greater success in the new data economy.
Let IIA be your guide. Contact us to accelerate your progress:
Click:
iianalytics.com
Call:
503-467-0210
Email:
[email protected]
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About Thomas Davenport

IIA Research Director Tom Davenport is the
President's Distinguished Professor of IT and
Management at Babson College, and a
research fellow at the MIT Center for Digital
Business. Toms "Competing on Analytics"
idea was recently named by Harvard
Business Review as one of the twelve most
important management ideas of the past
decade and the related article was named
one of the ten must read articles in HBRs
75 year history. His most recent book, coauthored with Jinho Kim, is Keeping Up with
the Quants: Your Guide to Understanding
and Using Analytics.

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Analytics 3.0 is an environment that combines the best of 1.0 and 2.0a blend of big
data and traditional analytics that yields insights with speed and impact.

CONTENTS

Analytics 3.0Fast Impact

for the Data Economy

intro

Introduction

3.0

1.0

Analytics 1.0
Traditional Analytics

sum Summary &

Recommendations

Analytics 2.0
Big Data

12

2.0

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16
29

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Introduction:
The Rise of Analytics 3.0
Big-thinking gurus often argue that we have
moved from the agricultural economy to the
industrial economy to the data economy.
It is certainly true that more and more of our
economy is coordinated through data and
information systems. However, outside of the
information and software industry itself, its
only over the last decade or so that databased products and services really started to
take off.

- Introduction -

The impact of the data economy

goes beyond previous roles for data
and analytics; instead of slowly
improving back-office decisions, the
data economy promises new
business models and revenue
sources, entirely new operational
and decision processes, and a
dramatically accelerated timescale
for business.

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THE PIONEERS
Around the turn of the 21st century, as the
Internet became an important consumer and
business resource, online firms including
Google, Yahoo, eBay, and Amazon began to
create new products and services for
customers based on data and analytics.

Examples of products and services

based on data and analytics:

search algorithms

product recommendations

A little later in the decade, online networkoriented firms including Facebook and
LinkedIn offered services and features based
on network data and analytics.
These firms created the technologies and
management approaches we now call big
data, but they also demonstrated how to
participate in the data economy. In those
companies, data and analytics are not just an
adjunct to the business, but the business
itself.
- Introduction -

fraud detection

Custom Audiences for targeted ads

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People You May Know

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Analytics 3.0 in Action

As large firms in other industries also adopt
big data and integrate it with their previous
approaches to data management and
analytics, they too can begin to develop
products and services based on data and
analytics, and enter the data economy.
GE is one of the early adopters of this
approach among industrial firms. It is placing
sensors in things that spin such as jet
engines, gas turbines, and locomotives, and
redesigning service approaches based on the
resulting data and analysis.
Since half of GEs revenues in these
businesses come from services, the data
economy becomes critical to GEs success.

- Introduction -

things that spin

How GE adopted a big data approach:

$2B initiative in software and analytics
Primary focus on data-based products and
services from things that spin
Will reshape service agreements for
locomotives, jet engines, and turbines
Gas blade monitoring in turbines produces
588 gigabytes/day7 times Twitter daily
volume

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ANALYTICS 3.0FAST BUSINESS IMPACT

FOR THE DATA ECONOMY

Traditional

1.0 Analytics

Fast Business
3.0 Impact for the Data
Economy

2.0 Big Data

Analytics 3.0 is an appropriate name for this next evolution of the
analytics environment, since it follows upon two earlier generations of
analytics use within organizations.
Analytics 3.0 represents a new set of opportunities presented by the data
economy, and a new set of management approaches at the intersection of
traditional analytics and big data.
- Introduction -

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Analytics 1.0 Characteristics

Analytics 1.0Traditional
Analytics

1.0 Traditional Analytics

Analytics are not a new idea. To be sure, there

has been a recent explosion of interest in the
topic, but for the first half-century of activity,
the way analytics were pursued in most
organizations didnt change much.
This Analytics 1.0 period predominated for half
a century from the mid-1950s (when UPS
initiated the first corporate analytics group in
the U.S.) to the mid-2000s, when online firms
began innovating with data.
Of course, firms in traditional offline industries
continued with Analytics 1.0 approaches for a
longer period, and many organizations still
employ them today.
- Analytics 1.0 -

Copyright 2013 IIA All Rights Reserved

Data sources relatively small and

structured, from internal systems;
Majority of analytical activity was
descriptive analytics, or reporting;
Creating analytical models was a
time-consuming batch process;
Quantitative analysts were in back
rooms segregated from business
people and decisions;
Few organizations competed on
analyticsanalytics were marginal
to strategy;
Decisions were made based on
experience and intuition.

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From a technology perspective, this was the

era of the enterprise data warehouse and the
data mart. Data was small enough in volume
to be segregated in separate locations for
analysis.

Analytics 1.0 Data Environment

This was the era of the enterprise data
warehouse and the data mart.

This approach was successful, and many

enterprise data warehouses became
uncomfortably large because of the number of
data sets contained in them. However,
preparing an individual data set for inclusion in
a warehouse was difficult, requiring a complex
ETL (extract, transform, and load) process.
For data analysis, most organizations used
proprietary BI and analytics packages that
had a number of functions from which to
select.

- Analytics 1.0 -

Copyright 2013, SAS Best Practices

More than 90% of the analysis activity

involved descriptive analytics,
or some form of reporting.

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The Analytics 1.0 ethos was internal,

painstaking, backward-looking, and slow. Data
was drawn primarily from internal transaction
systems, and addressed well-understood
domains like customer and product
information.

Analytics 1.0 Ethos

Stay in the back roomas far away from
decision-makers as possibleand dont
cause trouble
Take your timenobodys that interested
in your results anyway

Reporting processes only focused on the past,

without explanation or prediction. Statistical
analyses often required weeks or months.
Relationships between analysts and decisionmakers were often distant, meaning that
analytical results often didnt meet executives
requirements, and decisions were made on
experience and intuition.

Talk about BI for the masses, but

make it all too difficult for anyone but
experts to use

Analysts spent much of their time preparing

data for analysis, and relatively little time on
the quantitative analysis itself.

Keep inside the sheltering confines of

the IT organization

- Analytics 1.0 -

Look backwardsthats where the

threats to your business are
If possible, spend much more time
getting data ready for analysis than
actually analyzing it

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Analytics 2.0 Characteristics

Analytics 2.0Big Data

Starting in the mid-2000s, the world began to
take notice of big data (though the term only
came into vogue around 2010), and this
period marked the beginning of the Analytics
2.0 era.

2.0

The period began with the exploitation of

online data in Internet-based and social
network firms, both of which involved massive
amounts of fast-moving data. Big data and
analytics in those firms not only informed
internal decisions in those organizations, but
also formed the basis for customer-facing
products, services, and features.
- Analytics 2.0 -

Copyright 2013 IIA All Rights Reserved

Big Data
Complex, large, unstructured
data sources
New analytical and
computational capabilities

Data Scientists emerge

Online firms create data-based
products and services

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These pioneering Internet and social network

companies were built around big data from the
beginning. They didnt have to reconcile or
integrate big data with more traditional
sources of data and the analytics performed
upon them, because for the most part they
didnt have those traditional forms.

Analytics 2.0 Data Environment

They didnt have to merge big data

technologies with their traditional IT
infrastructures because those infrastructures
didnt exist.
Big data could stand alone, big data analytics
could be the only focus of analytics, and big
data technology architectures could be the
only architecture.

- Analytics 2.0 -

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Copyright 2013, SAS Best Practices

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Key Developments in 2.0

Fast flow of data necessitated rapid
storage and processing

Big data analytics as a standalone entity in

Analytics 2.0 were quite different from the 1.0
era in many ways.

Parallel servers running Hadoop for fast

batch data processing

As the big data term suggests, the data itself

was either very large, relatively unstructured,
fast-movingor possessing all of these
attributes.

Data stored and analyzed in public

or private cloud computing environments

Data was often externally-sourced, coming

from the Internet, the human genome, sensors
of various types, or voice and video.
A new set of technologies began to be
employed at this time.

- Analytics 2.0 -

Unstructured data required NoSQL

databases

In-memory analytics and in-database

analytics employed
Machine learning methods meant the
overall speed of analysis was much faster
(from days to minutes)
Visual analytics often crowded out
predictive and prescriptive techniques

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Analytics 2.0 Ethos

The ethos of Analytics 2.0 was quite different
from 1.0. The new generation of quantitative
analysts was called data scientists, with both
computational and analytical skills.

Be on the bridge if not in charge of it

Agile is too slow
Being a consultant is the dead zone

Many data scientists were not content with

working in the back room; they wanted to work
on new product offerings and to help shape
the business.
There was a high degree of impatience; one
big data startup CEO said, We tried agile
[development methods], but it was too slow.
The big data industry was viewed as a land
grab and companies sought to acquire
customers and capabilities very quickly.

- Analytics 2.0 -

Develop products, not PowerPoints or

reports
Information (and hardware and
software) wants to be free
All problems can be solved in a
hackathon
Share your big data tools with the
community
Nobodys ever done this before!

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Analytics 3.0 Characteristics

Analytics 3.0Fast Impact for

the Data Economy
Big data is still a popular concept, and one
might think that were still in the 2.0 period.
However, there is considerable evidence that
large organizations are entering the Analytics
3.0 era.
Its an environment that combines the best of
1.0 and 2.0a blend of big data and
traditional analytics that yields insights and
offerings with speed and impact.

- Analytics 3.0 -

Copyright 2013 IIA All Rights Reserved

3.0 Rapid Insights Providing

Business Impact
Analytics integral to running the
business; strategic asset

Rapid and agile insight delivery

Analytical tools available at
point of decision
Cultural evolution embeds
analytics into decision and
operational processes
All businesses can create databased products and services

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ANALYTICS 3.0 THE ERA OF IMPACT

1.0

Traditional
Analytics

2.0 Big Data

Primarily descriptive
analytics and reporting

Complex, large, unstructured

data sources

Internally sourced,
relatively small,
structured data

New analytical and

computational capabilities

Back room teams

of analysts

Online firms create databased products and services

Data Scientists emerge

Internal decision
support

- Analytics 3.0 -

Rapid Insights
3.0 Providing Business
Impact
Analytics integral to running the
business; strategic asset
Rapid and agile insight delivery
Analytical tools available at point
of decision
Cultural evolution embeds
analytics into decision and
operational processes
All businesses can create databased products and services

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Although its early days for this new model, the

traits of Analytics 3.0 are already becoming
apparent.
Banks, industrial manufacturers, health care
providers, retailersany company in any
industry that is willing to exploit the
possibilitiescan all develop data-based
offerings for customers, as well as support
internal decisions with big data.

- Analytics 3.0 -

The most important trait of the

Analytics 3.0 era is
that not only online firms,
but virtually any type of firm
in any industry, can participate
in the data economy.

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Analytics 3.0 in Action

There is considerable evidence that when big

data is employed by large organizations, it is
not viewed as a separate resource from
traditional data and analytics, but merged
together with them.
In addition to this integration of the 1.0 and
2.0 environments, other attributes of Analytics
3.0 organizations are described on the
following pages.

"From the beginning of our Science

function at AIG, our focus was on both
traditional analytics and big data. We
make use of structured and unstructured
data, open source and traditional
analytics tools. We're working on
traditional insurance analytics issues like
pricing optimization, and some exotic big
data problems in collaboration with MIT. It
was and will continue to be an integrated
approach.
Murli Buluswar, Chief Science Officer
AIG

- Analytics 3.0 -

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Analytics 3.0 in Action

Multiple Data Types,

Often Combined
Organizations are combining large and small
volumes of data, internal and external sources,
and structured and unstructured formats to
yield new insights in predictive and
prescriptive models.
Often the increased number of data sources is
viewed as incremental, rather than a
revolutionary advance in capability.

- Analytics 3.0 -

Copyright 2013 IIA All Rights Reserved

At Schneider National, a large

trucking firm, the company is
increasingly adding data from new
sensorsmonitoring fuel levels,
container location and capacity,
driver behavior, and other key
indicatorsto its logistical
optimization algorithms.
The goal is to improveslowly and
steadilythe efficiency of the
companys route network, to lower
the cost of fuel, and to decrease
the risk of accidents.

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A New Set of Data

Management Options
In the 1.0 era, firms employed data
warehouses with copies of operational data as
the basis for analysis. In the 2.0 era, the focus
was on Hadoop clusters and NoSQL
databases.
Now, however, there are a variety of options
from which to choose in addition to these
earlier tools: Database and big data
appliances, SQL-to-Hadoop environments
(sometimes called Hadoop 2.0), vertical and
graph databases, etc.

- Analytics 3.0 -

Enterprise data warehouses are still

very much in evidence as well. The
complexity and number of choices
that IT architects have to make about
data management have expanded
considerably, and almost every
organization will end up with a hybrid
data environment.
The old formats havent gone away,
but new processes need to be
developed by which data and the
focal point for analysis will move
across staging, evaluation,
exploration, and production
applications.

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Technologies and Methods are

Much Faster
Big data technologies from the Analytics 2.0
period are considerably faster than previous
generations of technology for data
management and analysis.
To complement the faster technologies, new
agile analytical methods and machine
learning techniques are being employed that
produce insights at a much faster rate.

The challenge in the 3.0 era is to

adapt operational and decision
processes to take advantage of what
the new technologies and methods
can bring forth.

Like agile system development, these methods

involve frequent delivery of partial outputs to
project stakeholders; as with the best data
scientists work, there is an ongoing sense of
urgency.

- Analytics 3.0 -

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Analytics 3.0 in Action

Integrated and Embedded
Analytics
Consistent with the increased speed of
analytics and data processing, models in
Analytics 3.0 are often being embedded into
operational and decision processes,
dramatically increasing their speed and
impact.
Some firms are embedding analytics into fully
automated systems based on scoring
algorithms or analytics-based rules. Others are
building analytics into consumer-oriented
products and features.
In any case, embedding the analytics into
systems and processes not only means greater
speed, but also makes it more difficult for
decision-makers to avoid using analytics
usually a good thing.
- Analytics 3.0 -

Procter & Gambles leadership is

passionate about analytics and has
moved business intelligence from
the periphery of operations to the
center of how business gets done.
P&G embeds analytics in day-to-day
management decision-making,
with its Business Sphere
management decision rooms and
over 50,000 desktops equipped with
Decision Cockpits.

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Hybrid Technology
Environments

Analytics 3.0 Data Environment

Its clear that the Analytics 3.0 environment

involves new technology architectures, but
its a hybrid of well-understood and
emerging tools.
The existing technology environment for
large organizations is not being disbanded;
some firms still make effective use of
relational databases on IBM mainframes.
However, there is a greater use of big data
technologies like Hadoop on commodity
server clusters; cloud technologies (private
and public), and open-source software.

- Analytics 3.0 -

The most notable changes in the

3.0 environment are new options
for data storage and analysis ,
and attempts to eliminate the ETL
(extract, transform, and load)
step before data can be assessed
and analyzed.
This objective is being addressed
through real-time messaging and
computation tools such as
Apache Kafka and Storm.

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Data Science/Analytics/IT Teams

Data scientists often are able to run the whole showor at least have a lot of
independencein online firms and big data startups. In more conventional large firms,
however, they have to collaborate with a variety of other players.

In many cases the data scientists in large firms may be conventional quantitative
analysts who are forced to spend a bit more time than they like on data management
activities (which is hardly a new phenomenon).

- Analytics 3.0 -

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And the data hackers who excel at extracting

and structuring data are working with
conventional quantitative analysts who excel
at modeling it.

This collaboration is necessary to ensure that

big data is matched by big analytics in the 3.0
era.

Teams of data hackers and

quant analysts are doing
whatever is necessary to get
the analytical job done,
and there is often a lot of
overlap across roles.

Both groups have to work with IT, which

supplies the big data and analytical
infrastructure, provides the sandboxes in
which they can explore data, and who turns
exploratory analyses into production
capabilities.

- Analytics 3.0 -

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Organizations with C-level

analytics roles:

Chief Analytics Officers

When analytics and data become this
important, they need senior management
oversight.
And it wouldnt make sense for companies to
have multiple leaders for different types of
data, so they are beginning to create Chief
Analytics Officer roles or equivalent titles to
oversee the building of analytical capabilities.
We will undoubtedly see more such roles in
the near future.

AIG
University of Pittsburgh Medical
Center
The 2012 Barack Obama
reelection campaign
Wells Fargo

Bank of America
USAA
RedBox

FICO
Teradata
- Analytics 3.0 -

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Analytics 3.0 in Action

The Rise of Prescriptive
Analytics
There have always been three types of
analytics:
1. descriptive, which report on the past;
2. predictive, which use models based on
past data to predict the future;
3. prescriptive, which use models to specify
optimal behaviors and actions.
Analytics 3.0 includes all types, but there is an
increased emphasis on prescriptive analytics.
These models involve large-scale testing and
optimization. They are a means of embedding
analytics into key processes and employee
behaviors. They provide a high level of
operational benefits for organizations, but
require high-quality planning and execution.

- Analytics 3.0 -

UPS is using data from digital

maps and telematics devices in
its trucks to change the way it
routes its deliveries.
The new system (called ORION,
for On-Road Integrated
Optimization and Navigation)
provides routing information to
UPSs 55,000 drivers.

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Analytics 3.0
Competing In The Data Economy

Summary
Even though it hasnt been long since the
advent of big data, these attributes add up to
a new era.
It is clear from our research that large
organizations across industries are joining the
data economy. They are not keeping traditional
analytics and big data separate, but are
combining them to form a new synthesis.
Some aspects of Analytics 3.0 will no doubt
continue to emerge, but organizations need to
begin transitioning now to the new model.
It means changes in skills, leadership,
organizational structures, technologies, and
architectures. Together these new approaches
constitute perhaps the most sweeping change
in what we do to get value from data since the
1980s.
- Summary -

Every companynot just online firms

can create data and analytics-based
products and services that change the
game
Not just supplying data, but customer
insights and guides to decision-making
Use data exhaust to help customers
use your products and services more
effectively
Start with data opportunities or start
with business problems? Answer is yes!
Need data products team good at data
science, customer knowledge, new
product/service development
Opportunities and data come at high
speed, so quants must respond quickly

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Its important to remember that the primary

value from big data comes not from the data
in its raw form, but from the processing and
analysis of it and the insights, decisions,
products, and services that emerge from
analysis.
The sweeping changes in big data
technologies and management approaches
need to be accompanied by similarly dramatic
shifts in how data supports decisions and
product/service innovation processes.

The primary value from big

data comes not from the data
in its raw form, but from the
processing and analysis of it
and the insights, decisions,
products, and services that
emerge from analysis.

These shifts have only begun to emerge, and

will be the most difficult work of the Analytics
3.0 era. However, there is little doubt that
analytics can transform organizations, and the
firms that lead the 3.0 charge will seize the
most value.

- Summary -

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SUMMARY OF THE IDEA

Era

1.0: Traditional Analytics

2.0: Big Data

3.0: Data Economy

Timeframe

Mid-1950s to 2000
Very few firms compete on
analyticswe know what we know.

Early 2000s to Today

Agile, experimental, hackingnew
focus on data-based products and
services for customers

Today and in the Future

Agile methods that speed time to
decisionall decisions driven (or
influenced) by datathe data economy

Type of analytics

5% predictive, prescriptive
95% reporting, descriptive

5% predictive, prescriptive
95% reporting, descriptive (visual)

90%+ predictive, prescriptive

Reporting automated commodity

Cycle time

Months (batch activity)

Internal, structuredvery few external
sources available or perceived as
valuable

An insight a week
Very large, unstructured, multisourcemuch of whats interesting is
externalexplosion of sensor data

Millions of insights per second

Seamless combination of internal and
externalanalytics embedded in
operational and decision processes
tools available at the point of decision

data
Rudimentary BI, reporting
toolsdashboardsdata stored in
enterprise data warehouses or marts

Big Data
New technologies: Hadoop, commodity
servers, in-memory, machine learning,
open sourceunlimited compute
power

Data Economy
New data architecturesbeyond the
warehouse
New application architecturesspecific
apps, mobile

Analytical people segregated from

business and ITBack Room
statisticians, quants without
formal roles

Data Scientists are on the

bridgetalent shortage
notededucational programs on
the rise

Centralized teams, specialized

functions among team members,
dedicated funding Chief Analytics
Officers recognized training,
education programs

Culture, Ethos

Data

Technology

Organization &
Talent

- Summary -

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ANALYTICS 3.0FAST BUSINESS IMPACT

FOR THE DATA ECONOMY
Today

Traditional

1.0 Analytics

Primarily descriptive
analytics and reporting

Fast Business
3.0 Impact for the Data
Economy

Internally sourced,
relatively small,
structured data
Back room teams
of analysts
Internal decision
support

Seamless blend of traditional

analytics and big data

2.0 Big Data

Complex, large, unstructured
data sources

Rapid and agile insight delivery

New analytical and

computational capabilities

Analytical tools available at point

of decision

Data Scientists emerge

Cultural evolution embeds

analytics into decision and
operational processes

Online firms create databased products and services

- Summary -

Analytics integral to running the

business; strategic asset

Copyright 2013 IIA All Rights Reserved

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Recipe for a 3.0 World

Start with an existing capability for data management and analytics
Add some unstructured, large-volume data
Throw some product/service innovation into the mix

Add a dash of Hadoop

Cook up some data in a high-heat convection oven
Embed this dish into a well-balanced meal of processes and systems
Promote the chef to Chief Analytics Officer

- Summary -

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Recommendations for Success

in the New Data Economy
Use five factors (DELTA), five levels
(1-5) to establish and measure
analytical capability
Become a student of the analytics
environment
Educate your leaders on the
potential of analytics based on
what youre seeing
Use IIA as your barometer

- Recommendations -

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ARE YOU POISED TO COMPETE IN

THE DATA ECONOMY?
Let IIA be your guide.
Contact us to accelerate your progress.
Click:

iianalytics.com

Call:

503-467-0210

Email:

[email protected]

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