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Travis Pearson is a partner with Bain & Company and based in the firms
San Francisco office. Rasmus Wegener is a Bain partner based in Atlanta.
Figure 1: Companies with the best analytic capabilities outperform the competition
1. ~2x more likely to be top-quartile financial performers
1.5
1.0
0.5
0.0
0.6
Bottom
feeders
1.6
1.8
6X
4
0.9
Low
Medium
High
0.0
2.4
Bottom
feeders
1.5
1.0
0.5
Medium
Medium
2.0X
0.6
Low
Low
High
Top
performers
1.6
0.4
Bottom
feeders
0.6
1.4
3.0X
0.2
Top
performers
1.0
2.6
2.0
5.3
High
0.0
Top
performers
Likelihood
1.3
0.6
Bottom
feeders
Average
1.6
1.8
0.9
Low
Medium
High
Top
performers
Ambition
But table stakes alone wont help you win, because Big
Data isnt just one more technology initiative. In fact,
it isnt a technology initiative at all; its a business program that requires technical savvy. So you cant just
add more capacity and expertise, and expect your IT
or marketing functions to begin generating data-based
insights. Even if they did, the rest of the company would
be unlikely to act on those insights.
coordination. AT&T and Zynga are among the companies that rely on this model.
Center of Excellence. An independent center oversees the companys Big Data. Units pursue initiatives
under the CoEs guidance and coordination. Amazon
and LinkedIn rely on CoEs.
An organizational home
The Big Data leaders then create an organizational home
for their advanced analytics capability, often a Center of
Excellence (CoE) overseen by a chief analytics officer.
Creating an organizational home involves several key
design decisions. A company has to set its strategy for Big
Data deployment. It has to assign collection and ownership of data across business functions, plan how to generate insights, and prioritize opportunities and allocation of
data scientists time. It must host and maintain the technological infrastructure, set privacy policy and access
rights, and determine accountability for compliance with
local laws and data security. All of that is a tall order. To get
it done, companies typically pursue one of four models:
Figure 2: The center plays a significant role across Big Data activities; business units have the widest
latitude in execution
Percent of respondents
100%
Center
80
60
Center/
corporate
Center/
corporate
40
20
Sometimes
business
unit/
sometimes
center
Center
Some crossbusiness
unit
Business
unit-level
Business
unit-level
Business
units
Business
units
Project level
Setting the
data strategy
Responsibility for
implementing
Insight
generation
and execution
Project level
Data collection
Strategy
Execution
Open
access
Center has
crossbusiness
unit access
Open
access within
business unit
Access
limited to
project
Access to data
Corporatelevel tech
Some crossbusiness
unit common
tech
Common
tech within
business
units
Single
corporate
Some crossbusiness
unit
Business
unit-level
No common
tech
Projectby-project
Hosting
Big Data
tech
Determination of
privacy policy
Infrastructure
Getting started
Many companies are already dipping their toes into
Big Data waters. But given the complexities we have
discussedin particular the need to anchor analytics
capabilities in the organizationtoe-dipping isnt
Asia-Pacific:
Europe,
Middle East
and Africa: