Martin Szugat from Datentreiber held a keynote at the Predictive Analytics World Business Conference on November 14th, 2018 to share his knowledge on how to transform a business with an individual and successful data strategy for interdisciplinary teams.

1. Martin Szugat on 14.11.2018 at the Predictive Analytics World for Business in Berlin
Design Thinking for
Data Superwomen & Supermen

2. Data Alchemy

3. Data Science

4. “Owning a large, domain-specific dataset can therefore become a
significant source of competitive advantage […]”
Source: https://medium.com/@muellerfreitag/10-data-acquisition-strategies-for-startups-
47166580ee48

5. “Accessing and owning a large, domain-specific dataset to build
high accuracy models can be the single hardest problem that
founders need to solve in the beginning.”
Source: https://medium.com/@muellerfreitag/10-data-acquisition-strategies-for-startups-
47166580ee48

6. Data & Analytics: Two Sides of a Coin.
Source: http://www.kdnuggets.com/2016/05/datasets-over-algorithms.html

7. AnalyticsData
Data drives your business.
Value

8. AnalyticsValue Data
A data strategy guides your business.

9. Data strategy design gives you the orientation.
With the proven method of data strategy design you explore your data
landscape, identify relevant applications and develop a plan to increase
your analytical maturity. For more information see
www.datastrategydesign.com.
AnalyticsValue Data

10. … and +20 more „Data Strategy Design Thinkers“

11. What is Design Thinking?
Creating solutions from the perspective.

13. T-shaped team
Interdisciplinary: Marketing, IT,
Business Intelligence
customers!

14. „Fail early to succeed sooner.“
Tom Kelley, inventor of design thinking

15. Which tools?

16. Your brain.

17. And paper & pen.

19. Website
Personalization
Website
CRM
Newsletter
Social
Media
Web
Analytics
Sales
Reporting
Newsletter
Insights
Social
Media
Monitoring
Integrated
Marketing
Dashboard
A/B
Website
Testing
Lead
Scoring
Churn
Prevention
Churn
Prediction
Uplift
Modelling
Affinity
Scoring
Web Analyst Business
Analyst
Data
Warehouse
ETL-Tool BI
Developer
Self-Service-
BI-Tool
Predictive
Modelling Tool
Data
Scientists
Data
Engineer
Machine
Learning-
Developer
AdWords
Optimization
(CLV)

20. Designguide: Process Patterns
ANALYTICS MATURITY
1) Identify & prioritize use
cases.
DATA STRATEGY
2) Design & evaluate
analytical solution.

21. AdWords
Optimization on
„CLV“
Revenue by
customers
Click costs by
customers
Calculate
„CLV“
Sort AdWords
campaigns by
„CLV“
CRM:
Revenues
AdWords:
Click Costs

22. Designguide: Process Patterns
ANALYTICS MATURITY
1) Identify & prioritize use
cases.
DATA STRATEGY DATA LANDSCAPE
2) Design & evaluate
analytical solution.
3) Explore data sources &
providers.

23. „CLV“
CRM:
User data
AdWords:
Click costs
Shop system:
Transactions
Customer
ID

24. „CLV“
CRM:
User data
AdWords:
Click costs
Shop system:
Transactions
Landing page per
AdWords campaign

25. AdWords
Optimization on
„CLV“
Revenue by
customers
Click costs by
customers
Calculate
„CLV“
Sort AdWords
campaigns by
„CLV“
CRM:
User data
AdWords:
Click costs
Shop system:
Transactions
Landing page per
AdWords campaign

27. Get started.
Downloads, tutorials & more for free:
http://datastrategydesign.com

28. May the data be with you.
Trainings:
15.11.2018 Berlin
31.1-1.2.2019 Munich
8-9.2.2019 Munich
8.5.2019 Munich

29. datentreiber.deWir treibenIhr Unternehmenvoran.
Web: www.datentreiber.de
Blog: www.datentreiber.de/blog/
Martin Szugat
Telefon: +49 [0]881 12 88 46 53
Email: ms@datentreiber.de