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CI is not SEXY... It's...

Posted By Luis Madureira, SCIP Portugal | ÜBERBRANDS - CI, Strategy, Innovation , Growth | NOVA IMS, Wednesday, May 11, 2016


Harvard Business Review called it the Sexiest Job of the 21st Century. Others compare it to Rock Stardom of Tech. The reason is intimately linked to the Big Data hype. Or not. The fact is that...  


Having a considerable amount of data allow us to derive powerful insights. And the bigger the amount of data, the bigger the variety, the bigger the velocity we crunch it, the bigger the problems we will be able to solve. And the demand for the people who can do this is understandably rising. This is fuelled by the Social Consumer, whom increasingly shares information with broader number of people, and ultimately by the rising number of connected devices (the IoT - Internet of things).


If the insights derived are actioned within the Marketing realm , then there is considerable profit to be made. You can acquire customer intelligently (e.g. Target), optimize Marketing ROI (e.g. DHL Marketing Budget Optimisation), or Segment into tribes to be more relevant and increase sales (e.g. Sporting Clube de Portugal), just to name a few.


Whatever area you derive the insights, analysis by itself will not guarantee you the exploitation of the huge profit potential. You need to bring in a "Human Face" to Big Data. This is where Design Thinking comes in. Data Scientists and Analysts must develop empathy with the pressing problems and its context both companies, its leaders, and decision-makers are facing on a daily basis. On top of the Rationality in the analysis, Data Scientists and Analysts must add Creativity in insights and solution generation to those pressing problems. There is an implicit sexiness in solving big problems, being in Engineering, Automotive, Design, Art, Consumer Technology, or any other area. Design Thinkers are Masters of Abductive Reasoning,

"... understanding do not entail progress toward an absolute truth, but rather an evolving interaction with the context or environment…” - Tim Brown

David Ogilvy for example, the original Mad (Math) Man - (Math) part my own addiction - has this famous quote:

As far as I know, I’m the only creative genius who started his career in research”  David Ogilvy

It is as much as about as creating the right algorithm as it is about asking the right questions.

Empathetically considered, mathematically proven is the new SEXY!"

Fast Company coined the term GENERATION FLUX for people who are adapting to chaos and succeeding! Famous examples are DJ Patil, U.S.Chief Data Scientist @ White House, or Pete Cashmore, CEO @ Mashable. 

This leads us to our subject...

COMPETITIVE INTELLIGENCE IS NOT SEXY... IT IS... Read the rest of the post and access the slide deck HERE

Tags:  Data Science  Integrated Intelligence  Marketing Intelligence  SMINT 

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