Analytics for Competitive

Advantage
Mukund G Kallapur, Mtech
Guest Faculty, BITS Pilani
Today’s Agenda
• Why every business is now a data business
• The astonishing growth of big data and the Internet of Things

• A brave new (data-driven) world

• Are we nearing artificial intelligence?

• How data is revolutionizing the world of business

• Every business must become a data business

• How Data Analytics Is Shaping What You Watch – Wharton Case Study.

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Case Study #9 – RBS
• Personology – reconnect with Customers

• Analysts combed financial transaction data.

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Case Study #10 – Dominos Pizza
• Go through the details given in the Text Book.

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 Analytics for Competitive Advantage

Industry 4.0

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Industry 4.0

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Industry 4.0
• SMART Factory

• Hardware integrated with Software !

• Decision Making Capability

• Nothing but IoT

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SMART Factory

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SMART Features
• Interoperability

• Information Transparency

• Technical Assistance

• Decentralized Decision Making

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Challenges
• Data Security • Integrity and Quality
maintenance
• Reliability
• Human Jobs – A threat ?
• Stability
• Investors’ reluctance because of
the aforementioned issues.
• Cost Concern

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Benefits
• Improved safety and health of Humans.

• Better control over supply chain systems.

• Consistent Productivity and Output.

• Increased revenue and profits for businesses.

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Human Jobs under THREAT !!
• Indeed human jobs are under threat, maybe not immediately but in the
near future that is bound to happen.

• Not only the jobs of factory workers, drivers etc but more sophisticated
jobs too are on the line.

• Insurance
• Architects
• Financial Industries
• Human Resources

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Human Jobs under THREAT !!
• Marketing
• Persado
• Law firms

• May not create as many jobs as they eliminate

• We will require more programmers, data analysts and IT Personnel.

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Case Study #11 – PERSADO
• Natural Language Software firm.

• Compelling email subject lines for large retail organizations.

• Marketing Strategy.

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Case Study Contd…

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Blockchain

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Blockchain
• What ?

• Blockchain is a shared, immutable ledger for recording transactions,

tracking assets and building trust.

• The Blockchain is a distributed ledger.

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Blockchain and IoT
• Making SMART devices smarter !!

• Decentralized – Helps especially in remote areas.

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Case Study#12 – Washing
Machine
• IBM and Samsung collaborated to launch the decentralized ADEPT
(Automated Decentralized P2P Telemetry) platform.

• It was tested on a ‘connected washing machine’, that was able to track the
usage of detergents, place orders, and make bitcoin payments for buying
detergents – all on its own.

• This is a classic example of how blockchain technology can make IoT-

powered smart devices well and truly autonomous – with robust self-
maintenance, M2M communicability, and peer-to-peer transaction
capabilities.

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Every business must become a
Data Business
• How well an organization uses the Data, applies analytics, adopts and
adapts to new technologies.

• Companies who do not embrace this paradigm shift will be left behind
!!

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Case Study #13 – Mumbai Indians

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Data Strategy
• Need a Robust data strategy.

• Data strategy should be such that it should cover at least one of the
uses of data in business which we saw earlier.

• Just collection of Data is not enough.

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Data Strategy
• Find innovative ways to get useful insights from data is extremely essential.
This won’t happen without a proper plan of action.

• Hence companies need to define a proper data strategy in order to avoid

death by data !!

• Understand which questions can be answered by the data and then collect
and analyse only that data which will help answer those questions.

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Data Strategy
• Not only in few departments such as marketing, sales etc.

• Company wide data strategy.

• Business executives should also understand about the data and

analytics. They should realize that it is not only concerned with the IT
Team !!

• IT Teams are more interested in data storage, integrity and ownership

issues rather than business goals.
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Chief Data Officer – CDO
• Larger organizations may require a separate CDO.

• CDO – a blend of technical as well as business background.

• Smaller organizations may not need a CDO and the leadership team
can carry out the responsibilities otherwise by taking assistance of an
external data consultant.

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CDO Core qualities
• High Level Vision
• Implementation
• Data accuracy, security and privacy
• Identifying Business opportunities
• Data driven culture leader
• Data as commodity

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Summary
• Today, data is everywhere and we are pumping huge amounts of data.

• IoT, Sensors, high speed internet have revolutionized and are mainly
responsible for so much of data.

• Each and every organization will be benefitted if they use data in an

insightful manner.

• A clear data strategy would be extremely necessary in collecting and

analysing huge volumes of data !
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Assignment
• Go through the Wharton Case Study on Netflix.

• A word document containing the questions will be shared.

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Case Study Articles
• https://www.forbes.com/sites/bernardmarr/2016/04/13/the-wonder
ful-big-data-strategy-at-royal-bank-of-scotland/

• https://www.bernardmarr.com/default.asp?contentID=1264

• https://medium.com/@cjriggio3/big-data-at-dominos-pizza-77a09178
8a80

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Case Study Articles
• https://www.persado.com/

• https://www.persado.com/2018/07/good-email-subject-lines/

• https://teks.co.in/site/blog/blockchain-in-iot-the-future-of-smart-con
nectivity/

• https://medium.com/@talentquestforindia/role-of-statistics-in-mumb
ai-indians-success-3145c0171bc0

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Interesting Reads
• https://www.expresscomputer.in/news/ai-and-data-science-models-a
re-at-the-heart-of-all-the-systems-that-we-build-at-swiggy/44566/

• https://www.airport-technology.com/news/hyderabad-international-a
irport-iot-enabled-smart-trolleys/

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Books to refer

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Books to refer

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 Any Questions ??

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 Thank you

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