Making Leaders Successful Every Day

parakeetconspiracyManagement

Nov 20, 2013 (3 years and 7 months ago)

60 views

Making Leaders Successful

Every Day

We help
business and IT leaders
make
better decisions in a world where
technology is radically changing your
customers

Forrester understands how customers
are changing . . .


42
0,000
global consumer surveys


6
0,000
business surveys


35,000
client inquiries


6,000
technology briefings

Big Data, Mobile, and Social: The
Customer Connection

Peter Burris,
VP and Research Director, CIO Role

25 September, 2013

© 2013 Forrester Research, Inc. Reproduction Prohibited

5

The Customer Connection

© 2013 Forrester Research, Inc. Reproduction Prohibited

6

Agenda


Social media in Turkey


Mobile use in Turkey


Big data and the customer
connection

© 2013 Forrester Research, Inc. Reproduction Prohibited

7

Consumer Technographics

DATA
-
DRIVEN INSIGHTS ACROSS A RANGE OF CONSUMER
BEHAVIOR

Over
400,000
annually completed surveys across
21 countries
on how
consumers:


Shop, consume media, get services,
learn,
and bank


Spend time, interact, communicate, and entertain themselves


Are motivated by technology
-
driven attitudes and values


Own and relate to over 1500 consumer brands and media




Device
Ownership

Technology
Behaviors

Technology
Attitudes

Brand
Ownership

Media
Consumption

© 2013 Forrester Research, Inc. Reproduction Prohibited

8

Agenda


Social media in Turkey


Mobile use in Turkey


Big data and the customer
connection

Source: Global Technographics Online Benchmark Survey 2013

Base: Online adults (18+)

2013 Forrester Research, Inc.


Reproduction prohibited


For internal distribution only

Turkish online adults are quite active on social media


with friends and with brands

Source: Global Technographics Online Benchmark Survey 2013

Base:
1
Online adults (18+)

2
Who have bought online in the past 3 months

3
Who have researched online in the past 3 months

2013 Forrester Research, Inc.


Reproduction prohibited


For internal distribution only

%

%

%

© 2013 Forrester Research, Inc. Reproduction Prohibited

11

Agenda


Social media in Turkey


Mobile use in Turkey


Big data and the customer
connection

Source: Global Technographics Online Benchmark Survey 2013

Base: Online adults (18+) with a mobile phone

2013 Forrester Research, Inc.


Reproduction prohibited


For internal distribution only

Android

iOS

Blackberry

Windows

Turkish Mobile Phone Facts

© 2013 Forrester Research, Inc. Reproduction Prohibited

13

The mobile mind shift

The expectation that any
desired information or
service is
available,
on any
appropriate device, in
context, at your
moment of
need

The Mobile Mind Shift Index (MMSI)

Someone has
Mindshifted

if they
:


Use multiple devices


For many purposes


In many locations

© 2013 Forrester Research, Inc. Reproduction Prohibited

15

#mobilemindshift

Are your customers demanding mobile?

If

the a
verage MMSI
of your customers


is . . .

.

. . a
nd the proportion

of your
customers in
shifted segments is . . .

. . . then

your
customers . . .

35 or higher

35%

or higher

Demand mobile
utility now.

20 to 35

12%

to 35%

Will

soon demand
mobile, especially
your best customers.

Under 20

Under 12%

Will become

demanding in a year
or more.

© 2013 Forrester Research, Inc. Reproduction Prohibited

16

A Look At Global MMSI

Germany 22.5

France 24.5

Italy 25.4

UK 23.5

Spain 27.9

Sweden 29.0

Netherlands 27.0

27.9 US

3
0

MMSI

20

Turkish Mobile
Mindshift

Index is much higher than in the rest of Europe

Turkey consumers are
mobile
mindshifting
:


Will
soon demand
mobile engagement


especially
your best
customers.

© 2013 Forrester Research, Inc. Reproduction Prohibited

18

Agenda


Social media in Turkey


Mobile use in Turkey


Big data and the customer
connection

© 2013 Forrester Research, Inc. Reproduction Prohibited

19

How Much Data Are We Discussing?

© 2013 Forrester Research, Inc. Reproduction Prohibited

20

4.98 GB/
mo
!

© 2013 Forrester Research, Inc. Reproduction Prohibited

21

Customer obsessed firms will capitalize
on the vast amounts of data available

8%

12%

12%

22%

30%

32%

32%

33%

35%

38%

43%

45%

Brand management
Other
HR
Logistics
Customer service
Product…
Finance
IT analytics
Risk management
Sales
Operations
Marketing
“What enterprise areas does your big data initiative address?”

Base:
60 IT professionals

(multiple responses accepted)

Source
: June 2011 Global Big Data Online Survey

Lots of uses, but customer
-
facing functions get
the most interest

“Who owns or drives your big data initiative?”

2%
2%
12%
15%
70%
Other
Don’t know
Mostly IT-driven, with minimal
business involvement
Mostly business-driven, with
minimal IT involvement
Business/IT collaboration
Base:
60 IT professionals

Source
: June 2011 Global Big Data Online Survey

Big data requires collaboration

© 2013 Forrester Research, Inc. Reproduction Prohibited

24

Need


Price optimization


Take less than 15
hours to run

Solution


Hadoop

data hub


Custom refinery,
packaged analytics


Six
-
month pilot

Results


Simply manage 100
billion rows of data


Support ad hoc
analytics


Report turnaround
cut by 90%

100x

the inn

o

v

a

t

ors

1/100th

the

c

ost

10K X

the p

o

w

er

Old disruption

The Customer Connection WILL Change Everything

Digital disruption

Source: October 27, 2011, “The Disruptor’s Handbook” Forrester report

© 2013 Forrester Research, Inc. Reproduction Prohibited

26

Summary

1.
Social engagement is strong in Turkey

2.
Turkey is “shifting” faster than EU

3.
Use big data to turn social and mobile data
into faster and better commercial action

Thank you

Peter Burris

+1 650.581.3840

pburris@forrester.com

How we help

FORRESTER’S PLAYBOOK FRAMEWORK

© 2013 Forrester Research, Inc. Reproduction Prohibited

29

DISCOVER

PLAN

ACT

OPTIMIZE

CIO's Mobile Engagement Playbook

CIOS

Benchmarks: Benchmark
Your Mobile Engagement
Progress

Continuous
Improvement: Deploy,
Measure, Repeat: How
Mobile Analytics Drives
Engagement

Performance
Management: Assemble
Your Mobile Engagement
Performance Dashboard

Processes: Mobile
Engagement Will Drive
Process Transformation

Tools And Technology:
Master The Confused
Market For Mobile
Engagement Solution

Organization: Organize
For Mobile Engagement

Strategic Plan: Build Your
Mobile Engagement
Strategy

Road Map: Use POST To
Build A Road Map For
Mobile Engagement


A
POST Report

Assessment: Assess
Your Mobile Engagement
Maturity

Landscape: Mastering
The Business Tablet
Landscape

Business Case: The
Business Impact Of
Mobile Engagement

Vision: Great Mobile
Experiences Are Built On
Systems Of Engagement

Executive Overview: The CIO's Mobile Engagement Playbook

© 2013 Forrester Research, Inc. Reproduction Prohibited

30

DISCOVER

PLAN

ACT

OPTIMIZE

Emerging Technology Playbook

ENTERPRISE ARCHITECTURE PROFESSIONALS

Benchmarks:
Benchmarking Emerging
Technology Adoption

Continuous
Improvement:
Continuously Improve
Your Emerging
Technology Program

Performance Management:
Looking Back While
Looking Ahead: Combining
Emerging Technology With
Performance Management

Processes: Create Agile
Processes For
Introducing Emerging
Technology

Tools And Technology:
The Way Forward For
Emerging Technology
Selection

Organization:
Organizational
Implications For
Emerging Technology

Strategic Plan: Create A
Strategy To Leverage
Emerging Technology

Road Map: The Roadmap
For Emerging Technology

Assessment: Assess
Your Readiness For
Emerging Technology
Opportunities

Landscape: The Top
Emerging Technologies
To Watch: Now Through
2018

Business Case: Build The
Case For Emerging
Technology

Vision: Navigate Digital
Disruption With An
Emerging Technology
Vision


A Digital
Disruption Report

Executive Overview: Capitalize On Emerging Technology For Innovation And Growth

© 2013 Forrester Research, Inc. Reproduction Prohibited

31

DISCOVER

PLAN

ACT

OPTIMIZE

BT Strategic Planning Playbook

CIOS

Benchmarks: Measuring
BT Strategic Planning
Outcomes

Change Management:
Communicate And
Manage Change For The
BT Strategic Planning
Process

Performance
Management:

Measure The
Effectiveness Of The
Strategic Planning
Process

Organization:

Optimize The IT
Organization To Support
BT Strategy

Budgets:

Build A Financial Plan
That Supports BT
Strategy

Build/Buy Capabilities:
Develop Capabilities And
Services To Deliver The
Technology Road Map

Strategy Selection: Use
Business Capabilities To
Optimize BT Strategy
Choices

Road Map:

Create A Living BT Road
Map

Business Goals:

Begin BT Strategic
Planning With Clear
Business Goals

Technology Vision: Tech
Trends Transform
Business Strategies


Assessment Framework:

Assess Your Readiness
To Plan BT Strategies

Business Vision:

Plan Strategy Around 10
Business Trends

Executive Overview: Develop Effective BT Strategy

© 2013 Forrester Research, Inc. Reproduction Prohibited

32

DISCOVER

PLAN

ACT

OPTIMIZE

Business Architecture Playbook

ENTERPRISE ARCHITECTURE PROFESSIONALS

Benchmarks:
Benchmarking Business
Architecture

Continuous
Improvement: Growing
The BA Capability Over
Time

Performance
Management: Measuring
The Success Of Business
Architecture

Processes: Identify
Essential Methods For
Your Business
Architecture Program

Tools And Technology:
Using Tools And
Technology For Business
Architecture Programs

Organization: Organize
Your Business
Architecture To Deliver
Your Strategy

Strategic Plan: Develop A
Stakeholder
-
Focused
Business Architecture
Strategy

Road Map: Build A
Business Architecture
Program Road Map

Assessment: Assessing
Organizational Readiness
For A Business
Architecture Program

Landscape: The State Of
Business Architecture
And Business Architects
In 2012

Business Case: Focus On
The Transformational
Impact Of Business
Architecture

Future Look: The Future
Of Business Architecture

Executive Overview: Create A Business Architecture Program That Helps Your Business Manage Change