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Tag Archives: Actionable

Transforming Big Data into Actionable Intelligence

March 23, 2021   Sisense

Attempting to learn more about the role of big data (here taken to datasets of high volume, velocity, and variety) within business intelligence today, can sometimes create more confusion than it alleviates, as vital terms are used interchangeably instead of distinctly. However, when investigating big data from the perspective of computer science research, we happily discover much clearer use of this cluster of confusing concepts.

Before we dive into the topics of big data as a service and analytics applied to same, let’s quickly clarify data analytics using an oft-used application of analytics: Visualization!

Looking at the diagram, we see that Business Intelligence (BI) is a collection of analytical methods applied to big data to surface actionable intelligence by identifying patterns in voluminous data. As we move from right to left in the diagram, from big data to BI, we notice that unstructured data transforms into structured data. The implication is that methods of data analytics are applied to big data, the methods of data preparation and data mining for example, to bring us closer and closer to the goal of distilling useful patterns, knowledge, and intelligence that can drive actions in the right hands. 

Hopefully this clarifies these complex concepts and their place in the larger analytics process, even though it’s common to see pundits and outlets tout BI or big data as if they were ends in themselves.

AI-driven analytics is a complex field: The bottom line is that datasets of all kinds are rapidly growing, causing these organizations to investigate big data reporting tools or even approach companies whose whole business model can be summed up as “big data as a service” in order to make sense of them.  If you’ve got big data, the right analytics platform or third-party big data reporting tools will be vital to helping you derive actionable intelligence from it. And one of the best ways to implement those tools is to embed third party plugins.

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Big data challenges and solutions

When you have big data, what you really want is to extract the real value of the intelligence contained within those possibly-zettabytes of would-be information. To best understand how to do this, let’s dig into the challenges of big data and look at a wave of emerging issues.

For starters, the rise of the Internet of Things (IoT) has created immense volumes of new data to be analyzed. IoT sensors on factory floors are constantly streaming data into cloud warehouses and other storage locations. 

These rapidly growing datasets present a huge opportunity for companies to glean insights like:

  • Machine diagnostics, failure forecasting, optimal maintenance, and automatic repair parts ordering. Intelligence derived from these systems can even be fed to HR teams to improve service staffing, which further feeds to enterprise HR management and performance solutions (AI-based analytics reporting to ERP solutions)
  • Assembled products shipped also feed directly to ERP on updating supply chain solutions, improving customer awareness and experience

To put it bluntly, the challenge we face is that no cloud architecture yet exists which can accommodate and process this big data tsunami. How can we make sense of the data wont fit in the enterprise service bus (ESB)? (ESB is a middleware component of cloud systems which will be overwhelmed if a million factories were to all try to extract intelligence from their sensors all at once.)

One  solution with immense potential is ”edge computing.” Referring to the conceptual “edge” of the network, the basic idea is to perform machine learning (ML) analytics at the data source rather than sending the sensor data to a cloud app for processing. Edge computing analytics (like the kind platforms like Sisense can perform) generate actionable insights at the point of data creation (the IoT device/sensor) rather than collecting the data, sending it elsewhere for analysis, then transmitting surfaced intelligence into embedded analytics solutions (eg. displaying BI insights for human users).  

The pressure to adopt the edge computing paradigm increases with the number of sensors pouring out data. Edge computing solutions in conjunction with a robust business intelligence big data program (bolstered by an AI-empowered analytics platform) are a huge step forward for companies dealing with these immense amounts of fast-moving and remote data.

Big data analytics case study: SkullCandy

SkullCandy, a constant innovator in the headset and earbud space, leverages its big data stores of customer data regarding reviews and warranties to improve its products over time. In a twist on typical analytics, SkullCandy uses Sisense and other data utilities to dig through mountains of customer feedback, which is all text data. This is an improvement over previous processes, wherein SkullCandy focused on more straightforward performance forecasting with transactional analysis. 

Now that SkullCandy has established itself as a data driven company, they are experimenting with additional text analytics that can extract insights from reviews of their products on Amazon, BestBuy, and their own site. Teams also use text analytics to benchmark their performance against their competitors. 

SkullCandy’s big data journey began by building a data warehouse to aggregate their transaction data, reviews. A breakthrough insight/intelligence in product development occurred thanks to the text analysis of warranties through which SkullCandy was able to distinguish between product issues and customer education. The fact that AI-based analytics can delineate between product and  education in a text message is groundbreaking. A common pattern was that clients were returning a product as broken when in fact they simply didn’t know how to use bluetooth connectivity.

Data-driven product development also benefitted: Big data analytics allowed SkullCandy to analyze warranty/return data that showed that one of their headsets, which was used more during workouts than previously thought, was being returned at a higher than normal rate. It turned out that sweat was causing corrosion in terminals, leading to the returns. The outcome was to waterproof the product.  

Among the many successes SkullCandy achieved, we also see a pattern of value derived from big data.

Big Data as a Service: Empowering users, saving resources

Strictly speaking, “big data analytics” distinguishes itself as the large-scale analysis of fast-moving, complex data. Implicit in this distinction is that big data analytics ingests expansive datasets far beyond the volume of conventional databases, in essence combining advanced analytics with the contents of immense data warehouses or lakes.

In order to get a handle on these huge amounts of possible-information, the AI components of a big data analytics program must necessarily include procedures for inspecting, cleaning, preparing, and transforming data in order to create an optimal data model that will facilitate the discovery of actionable intelligence, identify patterns, suggesting next steps, and supporting decision making at key junctures.

Intelligence drawn from big data has real potential to transform the world, from text analysis that reveals customer service issues and product development potential to training financial models to detect fraud or medical systems to detect cancer cells. Savvy businesses will empower users, analysts, and data engineers to prepare and analyze terabyte-scale data from multiple sources — without any additional software, technology, or specialized staff.

Fortunately, it is now possible to leverage all of these potentials and to avoid the cost and time of in-house development, by embedding expert third party analytics. Recognizing the tremendous task of big data analytics in conjunction with the value of outcomes, the natural propensity exists to use it as a service, and thereby reap the benefits of big data as a service as quickly as possible.

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Chris Meier is a Manager of Analytics Engineering for Sisense and boasts 8 years in the data and analytics field, having worked at Ernst & Young and Soldsie. He’s passionate about building modern data stacks that unlock transformational insights for businesses.

Tags: Big Data | data analytics

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From Data to Decisions with Actionable Insights

January 30, 2021   Sisense

There’s no industry that couldn’t be improved by actionable insights, and over time, every industry will be. For example, one fintech problem requiring actionable insights today is credit risk assessment. A well-structured fintech algorithm could easily use machine learning (ML) to advise a human agent to approve or reject a business loan application. 

That advice is a quintessential actionable insight: The algorithm models the applicant’s probability of success by training on a mountain of historical data and market factors. The resulting insight is the algorithm’s classification of the applicant as an acceptable or unacceptable risk. The action, in this case, is the human agent’s decision to grant or deny the loan. Businesses of all kinds today are dependent on such actionable insights, ideally infused into workflows, driving better business outcomes without users having to leave their primary tasks to look for answers in the data.

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Actionable insights: The core of business intelligence

In every industry, actionable insights arising from analytics and AI are no longer a luxury, but a necessity for achieving competitiveness. E-commerce platforms require high-level fraud detection systems to advise their human reps on courses of action. Actionable insights have a special connotation in the field of data analytics: An algorithm evaluates a vast data store and effectively advises a human agent on the best action to take. Implicit among assumptions about machine learning is that algorithms will identify a pattern or outcome in time-series data, for example, which human beings could not do in practical time. There are countless opportunities for turning data into actionable insights in industries like:  

  • Finance: Optimal portfolio trading
  • Healthcare: Diagnosis, intervention, administration
  • Advertising: Market analytics and placement
  • Pharma: Protein folding and drug synthesis
  • Retail: Demographics and style trending
  • Education: Assessment and teaching methods

The race to put actionable insights into the hands of users is on. When one player in a field turns data into actionable insights, all competitors must follow suit to keep pace. Innovative use of AI and ML methods in all fields will only accelerate this arms race, putting more powerful actionable insights in the hands of workers of all kinds.

Actionable insights example: Broadridge

Undoubtedly money is the great motivator, and AI solutions must improve profitability. Therefore, let’s see how ML models in asset management and optimal portfolio trading produce actionable insights. Broadridge Broadridge Asset Management Solutions is a $ 4.5 billion revenue assets management company with clients generating unique data stores in diverse containers. An analytics challenge here is the integration of multiple data streams to feed an analytics platform and subsequently generate actionable insights that are valuable across a portfolio spectrum. 

On the fundamental level, preparing data for analysis is often called wrangling. To business intelligence execs, the top-level view is the integration of everything from containers to ML technologies and visualizations. Analytics must cope with both structured and unstructured data to achieve optimal results. As we’ll see, very few ML and AI analytics platforms today embody the data science and engineering sophistication to accomplish such a feat with an outcome of actionable insights whose profit justify their cost.

A particularly profitable outcome achieved by Broadridge is the use by its portfolio managers of ML analytics to forecast the best portfolio positions. Broadridge accountants are also leveraging analytics to generate actionable insights that include forecasting accounts receivable and payable outcomes leading to sharper awareness of overall assets. 

Infusing actionable insights into workflows — the future of business

Turning data into actionable insights is where BI and data analytics platforms like Sisense shine. Modeling complex and multidimensional data parameters in innovative ways and presenting those insights within workflows will change the future of every industry. For example, these systems will be able to evaluate millions of model configurations and dynamically make corrections to them based on live event streaming data in order to continuously update business-facing users with the best possible insights. The result will be more businesses where all or most decisions are made on underlying data, not gut or guessing, leading to increased conversions, lower churn, and high revenues for those who embrace actionable insights. Those who don’t won’t have much of a future to speak of.

white label reports dashboards blog cta banner 770x250 1 1 From Data to Decisions with Actionable Insights

Eitan Sofer is a seasoned Sisenser, having spent the last 13 years building and shaping our core analytics product, focusing on user experience and platform engineering. Today, he runs the Embedded Analytics product line which powers thousands of customers and businesses, making them insights-driven. Eitan is also an avid music fan and surfer.

Tags: actionable analytics | Machine Learning

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Three Steps to Actionable Analytics: From Data to Insights to Outcomes

March 3, 2020   Sisense

Developing analytic apps is a bold new direction for product teams. The Toolbox is where we talk development best practices, tips, tricks, and success stories to help you build the future of analytics and empower your users with the insights and actions they need.

What is the ultimate goal of using data internally at your organization? You probably answered something like “Make smarter, data-driven decisions.” That’s the goal for a lot of companies! But how will they accomplish this goal? Companies of all kinds are sitting on more data today than ever before, but business intelligence adoption remains low. To understand this problem, let’s take a quick look at the history of BI and then talk about the future: analytic apps. 

Centralized reports were in-depth, but slow

Let’s go on a little journey through history that many of us have been on, starting with IT-focused “reports.” You or someone in your company needs some insights from your data stores, so you go to the IT team and ask for it. They put you on a backlog list, and at some point — maybe a few weeks or a few months later, you get a report. Now say you have another question, you go back again and wait some more. We all are familiar with this story and it’s not a good one! 

Self-service BI began to empowering end-users

In order to solve this endless waiting game, the industry invented self-service BI which completely revolutionized how we interact with data. Self-service BI made it easier to combine multiple sources with a UI that included drag and drop, drill through, filter functions, and more. These tools are easy to use and users of all skill levels can find insights on their own and share them as well, without learning SQL or other languages. Self-service BI made huge inroads in making BI mainstream and more accessible. It continues to do so and is extremely relevant today.

But, even though for the last two decades — maybe even longer — “BI and Analytics” has been at the top of the technology agenda for most organizations with massive and increasing investments, pervasive BI adoption has continued to remain a challenge with organizations only seeing about 30% adoption (and in some studies up to 50% but still low).

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Now, a hint at the underlying problem is that less than a third of organizations claim that they have fully connected this data effort to the actions that they take as a business. Just doubling down on traditional solutions that do not fix this gap between data and insights and actual actions is clearly not sustainable.

Combining actions and insights — the rise of analytic apps

This latest wave of actionable BI is the key to bridging the gap between insights and action by enabling users to act at the point of insight. This is one of the driving sentiments around our three new Sisense packages, for Product Teams, Cloud Data Teams, and Analytics and BI teams. All three groups have a mix of users with different needs, but all contribute to and/or profit from building analytic apps that connect insights and actions.

Organizations at the top of their industries are engaging in digital transformation strategies that go far beyond a drive toward efficiency and traditional BI practices. These organizations are completely changing the way they operate. They are focused on driving action within their organizations based on insights and on creating better partnerships with vendors and customers by delivering differentiated analytic apps, both inside and outside their organizations.

Actionable analytics, analytic apps, and embedded analytics will drive this third wave of BI. These are highly-interactive, action-oriented data experiences that co-exist seamlessly with existing applications and workflows.

Actionable analytics will lead to superior outcomes

What do we mean by analytic apps? Let’s take an example of an app we are all familiar with: Google Maps.

Google Maps is a quintessential example of a great app experience. Not only do we view data and metrics (directions, travel time, weather, etc.) but over the years, they have also added actions (making reservations, calling businesses, calling Ubers and so on) allowing for a seamless experience.

Do you remember how annoying it was to go OpenTable or Yelp or another website to take all those actions? Google Maps makes our workflow seamless from deciding where to go to making the reservations to finding directions and even hailing a cab — all without leaving the context of the application!

Why should analytics be any different? It is time to go beyond the dashboard and integrate analytics within workflows through actions to build a fully data-driven organization. Actionable BI is the key to increasing adoption and building a truly data-driven organization.

Analytic apps allow automation and the ability to act upon insights

Write-back for closed loops: Imagine that you are running an important space mission with critical metrics to track. It is a complex project and mission-critical project where you are tracking not just revenue and costs but also have to provide daily status updates and careful oversight. 

An analytic app will enable you to provide these updates seamlessly within your workflow without requiring you to leave the context of your work. For example, you can edit data in a project management tool or you can or submit forms for the daily status update that goes to another application right within the analytic app. This removes friction and reduces the number of steps leading to better outcomes.

Integrate for seamless workflows: Analytic apps will allow you to integrate your analytics into third-party applications whether they are a communications app like Slack or Gmail or you’re sending data to an application like Salesforce or Gainsight, etc. to kick off a project or process. Or, in the case of Luzern, clients can track their market spend in a Sisense BloX actionable analytics widget, and dig into an individual ad’s performance. As they’re digging into performance metrics, they can mark it successful, put it on a watchlist, or pause it, all without leaving the analytics interface.

Feature-rich, interactive, and visually appealing: Analytic apps will allow you to purpose-build what your user needs or wants. It allows you bimodal integration — you’re not just embedding analytics into other applications or sending data there, but also bringing those applications into the analytics workflow. Last but not the least, analytic apps are customized to be aesthetically and visually pleasing, making your users more likely to actually enjoy using them (and thus, actually keep using them).

With analytic apps, users shouldn’t be able to tell where analytics end and operations start. 

Shruthi Panicker is a Sr. Technical Product Marketing Manager with Sisense. She focuses on how Sisense can be leveraged to build successful embedded analytics solutions covering Sisense’s embedding and customization capabilities, developer experience initiative and cloud-native architecture. She holds a BS in Computer Science as well as an MBA and has over a decade of experience in the technology world.

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Actionable big data: How to bridge the gap between data scientists and engineers

February 29, 2020   Big Data

The buzz around big data has created a widespread misconception: that its mere existence can provide a company with actionable insights and positive business outcomes.

The reality is a bit more complicated. To get value from big data, you need a capable team of data scientists to sift through it. For the most part, corporations understand this, as evidenced by the 15x – 20x growth in data scientist jobs from 2016 to 2019. However, even if you have a capable team of data scientists on hand, you still need to clear the major hurdle of putting those ideas into production. In order to realize true business value, you have to make sure your engineers and data scientists to work in concert with one another.

The gap

At their core, data scientists are innovators who extract new ideas and thoughts from the data your company ingests on a daily basis, while engineers in turn build off of those ideas and create sustainable lenses in which to view our data.

Data scientists are tasked with deciphering, manipulating, and merchandising data for positive business outcomes. To accomplish this feat, they perform a variety of tasks ranging from data mining to statistical analysis. Collecting, organizing, and interpreting data is all done in the pursuit of identifying significant trends and relevant information.

While engineers certainly work in concert with data scientists, there are some distinct differences between the two roles. One of the fundamental differences is that engineers place a decidedly higher value on “productional readiness” of systems. From the resilience and security of the models generated by data scientists to the actual format and scalability, engineers want their systems to be fast and reliably functional.

 Actionable big data: How to bridge the gap between data scientists and engineers

In other words: Data scientists and engineering teams have different day-to-day concerns.

This begs the question, how can you position both roles for success and ultimately extract the most meaningful insights from your data?

The answer lies in dedicating time and resources to perfecting data and engineering relations. Just as it’s important to reduce the clutter or “noise” around data sets, it’s also important to smooth any and all friction between these two teams who play vital roles in your business success. Here are three critical steps to making this a reality.

1. Cross-training

It’s not enough to simply put a few scientists and a few engineers in a room and ask them to solve the world’s problems. You first need to get them to understand each other’s terminology and start speaking the same language.

One way to do this is to cross-train the teams. By pairing scientists and engineers into pods of two, you can encourage shared learning and break down barriers. For data scientists, this means learning coding patterns, writing code in a more organized way, and, perhaps most importantly, understanding the tech stack and infrastructure trade-offs involved with introducing a model into production.

With both sides in sync with each other’s goals and workflows, we can foster a more efficient software development process. And in the fast-paced tech world, efficiency gains that can be realized through continued education and clear communication across data science and engineering are a huge win for any company.

2. Placing a higher value on clean code

With your data and engineering teams speaking the same language, you can focus on more tactical aspects, like clean, easy-to-implement code.

When a data scientist is in the early stages of working on a project, the iterative and experimental style of their workflow can seem chaotic to an engineer working on production systems. The mashup of inputs, both internal and external, are being manipulated as they begin to train their models. Operating within a fluid environment like this is commonplace for data scientists but can be problematic for engineers. If code from the experimentation or prototyping phase is passed on to engineers, you’ll soon hit a roadblock. That manifests itself in the model falling short in terms of stability, scalability, or overall speed.

To account for this roadblock, my team has invested time and resources into standardization. The end result is that our data scientists and engineers are aligned on a variety of parameters from coding standards, data access patterns (for example, use S3 for file IO and avoid local files), and security standards. This framework gives our data scientists the means of writing code that’s performant within our ecosystem while allowing them to focus on overcoming challenges specific to their domain of expertise.

3. Creating a features store

One of the best ways to maximize value from clean code is to “productize” it internally, creating an environment where both engineers and data scientists can lean on their strengths. We call this the “features store,” which is essentially a centralized location for storing documented and curated features (independent variables).

The purpose of this data management layer is to feed curated data into our machine learning algorithms. Aside from standardization and ease-of-use, the main benefit for our team is that our feature store enables consistency between the models. It has significantly increased the stability of our algorithms and has improved our data team’s overall efficiency. Data scientists and engineers know that when they take a feature off the shelf, it’s been stress-tested for reliability and won’t break when it goes into production.

The proliferation of big data and machine learning at the organizational level has created new opportunities and new challenges along the way. Phase one was the realization that big data in and of itself wasn’t going to create efficiencies — you need innovative thinkers to make sense of it. Phase two is about helping those good people, the data scientists who are incredible at finding value, to put their ideas into practice in a way that meets the rigors of an engineering team operating at scale, with thousands of customers relying on the product.

Jonathan Salama is CTO and Co-Founder of Transfix, an online freight marketplace.

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Leveling Up to Custom Actionable Analytic Apps with Sisense BloX

August 9, 2019   Sisense

As a Lead Analytics Developer working on Luzern’s Platform, I spend a good amount of time building and turning KPIs into meaningful visualizations that our clients use to connect and drive marketplace sales on Amazon.

At Luzern, we leverage Sisense to provide white-labeled, embedded analytics to our clients on the data unified in Luzern’s platform. Luzern is an eCommerce platform and services offering, targeting brands who want to grow their online business via Amazon, D2C stores, and other marketplaces.

When we first started out, our goal was to use the traditional BI approach to build a range of dashboards and analytic apps that covered a spectrum of use cases to provide data-driven insights. While this is great, it is easy for end-users to get dashboard fatigue —“Is it just another dashboard?”

While providing insights on a unified view of the data that the Luzern Platform brings together is extremely valuable, we also wanted to ensure that our users could interpret data visualizations in the way that we, as dashboard designers, see them. In other words, we wanted our users to easily extract insights. We wanted to rethink the user experience. On top of this, and more importantly, we wanted to provide seamless in-context actions so an end-user didn’t need to leave the dashboard in order to take the next step in their workflow.

As we started on the journey to create these actions, Sisense released Sisense BloX, which provided a powerful and flexible code environment to build truly custom, actionable analytic apps. Our first step was in all of this was to make aesthetic updates for better user experience and “wow factor”. Following that, we would slowly work on making the dashboard actionable. 

Read more about how we are driving customer engagement and stickiness with Sisense BloX here.

How’d we do it? Here are some tips on the approach we took to make take our dashboards to the next level with Sisense BloX:

1. Start with the indicators

A best practice in dashboard design is to start with the high-level metrics at the top of the dashboard. An easy way to update these metrics is to use Sisense BloX to provide more context. For example, instead of just saying “Company XYZ Pending Orders 60,” in text, it’s easier for an end-user to see an actual logo of the relevant dimension with the metric. 

On top of this, changing the background look and feel to call out these indicators (especially providing conditional formatting for highlighting actions) is a great way to bring attention to these widgets.

2. Pick the right visualization or widget to support your narrative

We leveraged both Sisense BloX widgets and traditional analytic visualizations together to help guide the end-user through a narrative. We did not try to force-fit everything into one way. For example, when trying to show a trend or a breakdown of values across dimensions, it makes sense to use a line chart or a bar chart. 

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3. Find creative ways to get people on-board

Sisense BloX gave us the creative license to build fun internal dashboards to market the power of analytics within our organization. We also put up analytics on TV screens across the office and fulfillment floor to have an immediate feedback loop.

4. Create a better executive mobile experience

Management typically wants to look at high-level KPIs on the go on their mobile device. A nice way to build a long, scrollable dashboard for mobile consumption is to split a Sisense dashboard into two columns and utilize Sisense BloX to build responsive widgets that pack in more information in an aesthetically pleasing way.


Before Sisense BloX

With Sisense BloX

5. Start with aesthetics as a practice ground

I started working with Sisense BloX on the aesthetic side before moving building input forms and formatted emails with Sisense metrics. Only after that did I start building actions. Starting with aesthetics was a quick way to get buy-in from internal users and customers. It was also a great way to learn the power of the toolset. Sisense BloX has a wide range of templates, which is a great place to start tweaking and rapidly building your first widgets.

(Speaking of templates, if you want to find some of the Luzern/Sisense templates I built you can find them here.)

6. Closing the BI loop with actions

A big step in the analytics experience for our customers was to enable them to take actions based on the insights they gained from within their dashboards. Sisense BloX provides many different ways to take actions — whether it is building your own action using the Action SDK or leveraging a POST function or using Zapier. As a quick first step, it was extremely straightforward to leverage the Zapier webhook to push data from Sisense to a medium supported by Zapier into Amazon. Once a flow was agreed upon and tested, we leveraged the Amazon APIs to push data from within Sisense directly to Amazon using Sisense BloX’s post function. It helped to iteratively evolve the solution leveraging all the options at our disposal.

Summary

As an engineer first, I have fun with Sisense BloX. But more importantly, because it allows me to build apps, it put me in the mindset of a product designer. It is a great way to get creative with analytics and empower users with new ways of experiencing and interacting with dashboards. 

As we are flooded with data and it’s becoming increasingly more difficult to cut through the noise, I am excited by the future of actionable analytic apps. Telling a story with your data and enabling users to take actions immediately is key to breaking through the clutter and Sisense BloX has been a great tool in helping us take steps in that direction.

About the author:

Conor Doyle is the Lead Analytics Developer for Luzern, an eCommerce Platform provider based in Dublin, Ireland. He has a Masters degree in Digital Innovation from UCD Michael Smurfit Graduate Business School.

Read more about how we are driving customer engagement and stickiness with Sisense BloX here.

Tags: analytic applications | Sisense BloX

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Transforming Customer Insights Into Actionable Intelligence

November 29, 2018   CRM News and Info

From technology innovation to the workplace, the business landscape has been evolving rapidly, and companies now are tasked with adapting to fast change in a world of ongoing digital transformation.

However, there is one element that will remain a constant requirement for success: meeting the needs of customers and delivering a quality experience.

Nurturing customer relationships always has and always will be fundamental for company success. However, as the world becomes increasingly connected and more communications become instant, it arguably is more vital now than ever before.

Platforms such as social media and review sites offer customers the ability to voice their experiences to a global audience anywhere and at any time.

The Power of the Customer

While these global online channels pose huge advantages for brands receiving positive messages from customers about their service, they can prove hugely detrimental for those recognized for delivering a poor experience.

With messages now able to reach thousands of people around the world within moments, consumers can be some of the most influential brand ambassadors. Accounts of their experiences can reach a wealth of potential new customers and often can influence the decision-making process of others.

Around half of shoppers
would try a new brand based on reviews (57 percent) or word of mouth (46 percent) alone, recent research suggests.

What’s more, consumer loyalty inevitably has been depreciating at the hands of technology and greater demand for fast and convenient exchanges. All too often, we see brands — particularly across the retail sector — face significant backlash from customers unhappy with the level of service and communication provided.

Companies that neglect the development of customer relationships at the very early stages risk losing customers before connections can be fully established.

Taking Action on Customer Insights

With competition growing in almost every industry worldwide, businesses need to take action to understand the standpoint of their customers better, and to use the insights gathered from those relationships to adapt and enhance the delivery of their future services.

Those on the receiving end ultimately are very well placed to expose common pain points and weaknesses in a product or service, offering businesses deeper insights into trends influencing the behavior and needs of those they ultimately want to reach.

Enabling greater interactions between staff and consumers can be extremely valuable in finding new ways to improve a business. However, decision makers must ensure they have the tools in place to give customers a voice, and then use them to evaluate their business and drive it forward.

Good reporting on customer relationships is therefore pivotal to a company’s performance strategy. As technology progresses, so should a company’s ability to drive success and efficiency through better customer insights.

Many successful businesses no longer view customer relationship management software as a way to gather customer information. They now see it as a productivity tool — a way to connect with customers intelligently — and, more crucially, a means to achieving better customer service success.

The value that these systems provide to businesses around the world is evident. CRM became the largest software market in 2017, according to Gartner, and it is tipped to see a further 16 percent growth by the end of this year.

The insights captured and stored within these tools are key to building a 360-degree view of customers in an ever growing pool of potential targets. However, the onboarding process of software-based solutions can prove challenging, particularly when it comes to traditional sales reps who often view these systems as tedious and unnecessary.

However, even the most diehard “pen and paper” sales people can be converted with the right piece of technology — one that helps them simplify their everyday tasks and improve performance.

By providing employees with the solutions needed to establish and foster customer relationships in a fast-paced environment, decision makers can ensure that they lead from the front to help turn customer insights into intelligence, and to enhance their service delivery and kickstart business growth.

Overcoming the Hurdles

Although it is clear that a greater investment in listening and learning from customers is important for success in the digital age, there are still some challenges that can arise when companies attempt to harness and apply this intelligence most effectively.

For example, with companies able to reach customers across a range of platforms and touchpoints, the pool of data that can be collected and analyzed has been growing continuously, and it takes many different forms.

Once staff are instructed to use customer experiences to inform their growth strategies, many companies can dedicate huge amounts of time and resource to analyzing this data, narrowing the window to develop an actionable strategy for improvement.

Using solutions to make this process as efficient as possible will ensure that businesses can maximize the opportunity to turn customer experiences into new opportunities for growth and improvement.

The prevalence of sophisticated analytics tools, which are able to track and review various metrics of customer engagement — such as rate, duration, and sentiment across a range of digital channels and CRM systems — now offer companies a means of automating the entire process.

Companies can gather and measure their interactions with current and potential customers quickly and effectively, feeding them back into their business to fuel their sales approach.

As technology continues to evolve, and smarter ways to analyze data arise, companies should aim to digitize the management of customer relationships and open their businesses up to the power they can realize from improved services.

By treating these relationships as valuable business assets, decision makers not only can sharpen the focus of employees, enabling them to make better customer connections, but also can build an effective course of business intelligence to enhance performance in the near future and beyond.
end enn Transforming Customer Insights Into Actionable Intelligence


Michael%20FitzGerald Transforming Customer Insights Into Actionable Intelligence
Michael FitzGerald is founder and CEO of
OnePageCRM.

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Actionable Tips for Engaging Websites that Convert More Traffic

October 9, 2017   CRM News and Info
blog title rethink podcast andy crestodina 351x200jpg Actionable Tips for Engaging Websites that Convert More Traffic

This transcript has been edited for length. To get the full measure, listen to the podcast.

Michelle Huff: Andy, can you tell us more about yourself and Orbit Media Studios?

Andy Crestodina: I’m the cofounder of Orbit. We’re here in Chicago. And Orbit is a web design company. We do just one thing: web design and web development. But a few weeks ago was my 10th anniversary as a content marketer. I’ve done lots and lots of writing, and publishing, and teaching, and speaking, and making videos. And if anyone here has heard of me, it would be because I do a lot on the topics of Google Analytics and search engine optimization. I make my rounds at a lot of the conferences. I’m one of the many out there who just teaches everything I can about content marketing.

Role of Content Marketing for B2B businesses

Michelle: How did content marketing become such a big part of your role today?

Andy: Well, this is probably relevant to a lot of listeners because web design is something you don’t need that often. It’s a classic B2B service. It has multiple decision makers. It’s a complicated decision. It takes you sometimes months to decide who to hire for your website. And you only need it, like, every three or four or five years. So how can I possibly keep in touch with a large enough audience to stay relevant with them in that long sales cycle and long buying interval? The answer is content.

I realized early on, I need to have some way to try to put all this content on autopilot, in a way. I need to have a newsletter, and I need to have a blog. And the newsletter just invited people to read the blog. So that was 10 years ago. And it’s just a way to stay relevant and top of mind with people over long periods of time. Because, like a lot of B2B services, you just don’t need this stuff every day.

Blogging Trends and Best Practices

Michelle: What are some of the blogging trends you’re seeing about best practices today?

Andy: It’s changed a lot. I went back and looked at some of my old posts recently, like the first ones I wrote. Have you ever done this? I dare you. Go back and look at the first thing you ever wrote online. It hurts your eyes.

Comparing then to now, basically, there’s a lot more competition, and it’s a war for attention. To stand out in that, people do things that are both more concise and attention-grabbing ‒ and also deeper and taking kind of a thought-leadership position. When you combine that you get headlines that are very benefit-driven and indicate you’ll get value at a glance … like this: ‘16 things about marketing automation best practices.’

But then when you open the article and you get into it, it’s got multiple images, it’s formatted for scan readers, but it goes deep, deep into the topic. The classic blog post now is longer than before, includes more media than before, and multiple images, sometimes video, lots of formatting, lists, bullet points, sub-headers.

It’s become a more formal tactic and more serious endeavor for people who are going big and trying hard to both grab attention and then to keep attention by writing much longer, more in-depth detailed posts than we used to write 10 years ago.

Short or Long-Form Content?

Michelle: Is it because it’s working? Or do you think people are testing it out? You see contradictory statistics out there sometimes, where some they don’t have enough time and attention, and so they’re not going to read all the long-form content; you need to be quick, you need to be simple and scannable. Why do you think the trend towards more of the deeper, long-form content then?

Andy:It’s a good question. And it’s an apparent contradiction. But I don’t find any difficulty in balancing those things. Part of what you created is to get attention. And then part of what you created is to keep attention. To grab attention, we’re looking for benefit-driven headlines that suggest you’re going to get an answer to your question or a solution to your problem. Also, a number in a headline will indicate the content is going to be scannable or that it’s formatted to be easy to consume.

The headline’s goal is to just get you to click, whether it’s in the social stream or a busy inbox or in a search result. Now that we’re on the page, the top of the article, you could almost say the first paragraph’s job is to get people to read the second paragraph. And the second paragraph’s job is to get people to read the third paragraph. We are formatting for scanners. And that means short paragraphs, sub-headers, bullet lists, bolding, multiple images, internal links, and so forth. But there’s no reason to stop after 500 words. If the person is engaging with the content, they’ll continue to engage.

If you wrote something that’s good, even though it’s totally scannable, and they’re glancing and getting value, and it’s really good and detailed and in-depth, it might turn out to be … a lot of the things I write now are like 2,000-3,000 words. I use very short words, short sentences, and short paragraphs. But I never try to write a short article. It has to be as long as it needs to be to cover the topic in depth from every possible angle. My content gets longer and more scannable every year that I blog.

Trends in Websites, and How Businesses Can Improve

Michelle: In some sense, it kind of reminds me of journalism. You write the catchy title, and then every beginning paragraph stands on its own, so you can stop and kind of get the news, and you just kind of keep reading more. It seems like we’re starting to follow some of those past best practices, as well.

What have you been seeing for a trend in websites? Where and how are businesses failing today with their websites?

Andy:There are different kinds of pages on websites. And each type of page is also becoming a bit more formulaic or codified in its approach. Blog content, and blog pages, and articles, and white papers, are becoming a little bit more like a medium. We’re seeing more often just simple formatting and less visual noise. And these are just long, easy-to-scan pages, kind of like medium.com. And those articles are designed even more specifically. The design of the blogs is even more specifically intending to get the person to follow, or share, or subscribe. We’re also seeing way more pop-ups than we used to. And they’re still working.

Sales pages are the other type of page. And it’s a totally different goal. There it’s become single-column layouts that have less visual noise at every scroll depth. The classic sales page on a website looks more like a landing page than it used to. It’s going to have one most visually prominent thing at every scroll depth, and it’s going to do a more deliberate job of guiding the eye through a series of messages that answer visitors’ tough questions and supply evidence to support those answers. There are more calls to action. Web design now is much more about telling a story or controlling the eye more deliberately. We started in 2001. Back in the day we used to have three-column layouts with a right-rail and left-side navigation. Now, things look a bit more like mobile first or like a tablet-type design, with much less visual noise, and more deliberate control of the visitor’s attention and messaging.

Improving Your Website & Content for Conversions

Michelle: How do I optimize my content and my website to improve conversion ‒ not just having it out there, but driving the next behavior.

Andy: Barry Feldman has a great quote that I always use. He says that if the website is a mousetrap, the content is the cheese. In a way, a great page is both the cheese and the mousetrap. So, it’s a search-optimized page to rank for the phrase and attract the visitor ‒ that’s cheese. And it’s a conversion optimized page to trigger action to get the visitor to convert and become a lead or subscribe ‒ and that’s the mousetrap. If the goal is conversion optimization, then the page has to align with the psychology of the visitor. If you think about why your visitor is on your page, they’re trying to solve a problem, or they have a question they’re trying to get answered.

Our first job is to understand what the audience has in terms of questions and to make sure we supply an answer to every question. It goes from questions to answer. Then we want to give them what they want. The next goal is to give them what we want them to have, which is evidence, and marketing, and support for those answers. A lot of websites, especially years ago, but still today, have lots of unsupported marketing claims. There’s no evidence. So, it’s a weakness on websites and it’s something people can easily fix just by adding testimonials. Add evidence to support all your marketing claims.

The final ingredient is a call to action. You go from question, to answer, to evidence, to action. That’s a content-based approach toward conversions. And a page without calls to action is weak. A page without evidence is unsatisfying. A page without answers, rather, would be unsatisfying.

It’s really just mixing all these ingredients together and making sure that page is answering their most important questions, supplying evidence to support our claims, and then giving clear, compelling calls to action. Sometimes it’s in several places on the page. So many websites miss just those few things. It’s very common.

Look at a lot of sales pages. They end with nothing. There’s a dead end at the bottom of the page. But they have five claims and they never supply any evidence. There are bad websites and poorly converting pages all over the Internet. And it’s not that hard to fix.

The Three P’s for Winning More Subscribers: Prominence, Promise, Proof

Michelle: We were talking a little earlier, where you have kind of a mantra around the three Ps. Maybe this might be a good time to share your words of wisdom.

Andy: On a blog, which is the other type of page … blog website design or building out a blog page ‒ those would often be designed to convert visitors into subscribers. So why do visitors subscribe? To understand the psychology of the potential subscriber, our goal becomes to give them the answers they need, like: What am I subscribing for?

And these are the three Ps: The first is Prominence. The subscribe box is visually prominent. It stands out and it’s got white space around it, or uses a contrasting color. A pop-up is another way to make it obviously prominent.

The second P is Promise. Tell the visitor what they’re going to get, like marketing automation tips  and how often, weekly, or whatever. So many subscribe boxes don’t even tell the visitor what they’re going to get. The third P would be Proof or evidence, like how many people subscribe, or testimonials from one of the subscribers. If you just simply add those three Ps to your email signup box ‒ Prominence, Promise and Proof – as soon as we did that, we saw a 1,900 percent increase in the conversion rate from visitors into subscribers on our website. Very powerful.

Michelle: That’s a very good conversion rate improvement.

Andy: Big lift.

The Role of Marketing Automation with Content Marketing

Michelle: So much about what we talk about and what we’re trying to help marketers do is continuing that conversation. If you have longer sales cycles, you need to stay in touch, and people are kind of at different spots along that journey. What’s your take on marketing automation and how it fits into content marketing? Is it for everyone? How do you think about it?

Andy: There are lots of listeners and lots of companies and types of service that have very complex offerings with multiple decision makers. It’s something the buyer is not going to jump in with both feet immediately. There’s middle-of-funnel conversions that are very powerful. So, downloading something, or attending a webinar, or subscribing to the podcast, or even the emails, and subscribe to the newsletter. It’s kind of throwing the long bomb, if this were football, and if you’re expecting visitors to just become a lead on their visit. It’s just not that likely. There are too many offerings, and it’s too complex of a transaction.

The beauty and the power part of it – this is my take on it anyway, you guys have experts in-house – but the value of marketing automation is that you have a way to keep people in your information pipeline. You can keep in touch with people. You can give them micro conversions. You connect all the dots. So, you’re running an event, a webinar, and you’ve got a download, an email. All of those things now can keep that person sort of in your sphere of influence or begin to build thought leadership, awareness, demonstrate expertise. Because content marketing is really a contest to see who can be the most generous. They’re not going to become a lead immediately. You have to give away a lot of useful information until that person has enough trust to take action and get out their checkbook.

I love the power of marketing automation as a way to deliver middle-of-funnel content and keep and grow the audience in that undecided category until they’re ready. Because it’s just way too much to expect the first visitor to become a lead for any significant type of transaction.

Michelle: Exactly, right. And for middle of the funnel, you’re just wanting to nurture them along the way. Orbit recently completed its fourth annual survey of 1,000 bloggers. Any initial results you can share with listeners?

Orbit’s Annual Survey of 1,000 Bloggers

Andy: Yes, we have 12 questions every year. This is the fourth year. And the original goal was to find out how long it takes to write a blog post. And the first time we did it, it was like two hours and 15 minutes. Now it’s closer to three-and-a-half hours.

People are spending a lot more time on their content. The other results ‒ people are adding more imagery to their blog posts. Email and influencer marketing are both on the rise. A greater percentage of bloggers are using editors. A greater percentage of bloggers are checking their analytics more often.

These all suggest the industry has become a bit more formalized, a bit more professionalized. Blogging is less casual and ad hoc and a ‘whatever’ kind of thing. People are more serious about this, partly because of tools like Act-On.

We’re playing this game to win. We’re trying to help people as much as we can. I know from my data, I know from marketing automation, I know from my research, that not everything is performing equally well, and that over time people move toward getting more serious about their content. That’s the biggest finding, is just that all these things suggest that people are taking this much, much more seriously. It’s sort of a war for attention.

It has all kinds of interesting information about the trends in blogging now that we have four years of data. You can really see trends in promotion, and creation, and different tactics, and different media. And talking to you makes me think we should really be adding a question about marketing automation. Because that’s another key component for a lot of content marketers.

Michelle: Andy, I love this conversation; it was really insightful. How could people who are listening to this learn more about you and Orbit Media?

Andy:Well, orbitmedia.com/blog is where I write an article every two weeks. I wrote a book called Content Chemistry. You can find it on Amazon. It’s an illustrated guide to content marketing. LinkedIn is a good network to connect with me on. Connect with me anywhere and ask me anything. Anyone who’s listening is welcome to reach out to me on any topic, any time they like. I’ll personally respond as soon as I can.

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5 Actionable Tips To Update Your SEO Strategy Right Now

May 27, 2017   SAP

Last August, a woman arrived at a Reno, Nevada, hospital and told the attending doctors that she had recently returned from an extended trip to India, where she had broken her right thighbone two years ago. The woman, who was in her 70s, had subsequently developed an infection in her thigh and hip for which she was hospitalized in India several times. The Reno doctors recognized that the infection was serious—and the visit to India, where antibiotic-resistant bacteria runs rampant, raised red flags.

When none of the 14 antibiotics the physicians used to treat the woman worked, they sent a sample of the bacterium to the U.S. Centers for Disease Control (CDC) for testing. The CDC confirmed the doctors’ worst fears: the woman had a class of microbe called carbapenem-resistant Enterobacteriaceae (CRE). Carbapenems are a powerful class of antibiotics used as last-resort treatment for multidrug-resistant infections. The CDC further found that, in this patient’s case, the pathogen was impervious to all 26 antibiotics approved by the U.S. Food and Drug Administration (FDA).

In other words, there was no cure.

This is just the latest alarming development signaling the end of the road for antibiotics as we know them. In September, the woman died from septic shock, in which an infection takes over and shuts down the body’s systems, according to the CDC’s Morbidity and Mortality Weekly Report.

Other antibiotic options, had they been available, might have saved the Nevada woman. But the solution to the larger problem won’t be a new drug. It will have to be an entirely new approach to the diagnosis of infectious disease, to the use of antibiotics, and to the monitoring of antimicrobial resistance (AMR)—all enabled by new technology.

sap Q217 digital double feature2 images2 5 Actionable Tips To Update Your SEO Strategy Right NowBut that new technology is not being implemented fast enough to prevent what former CDC director Tom Frieden has nicknamed nightmare bacteria. And the nightmare is becoming scarier by the year. A 2014 British study calculated that 700,000 people die globally each year because of AMR. By 2050, the global cost of antibiotic resistance could grow to 10 million deaths and US$ 100 trillion a year, according to a 2014 estimate. And the rate of AMR is growing exponentially, thanks to the speed with which humans serving as hosts for these nasty bugs can move among healthcare facilities—or countries. In the United States, for example, CRE had been seen only in North Carolina in 2000; today it’s nationwide.

Abuse and overuse of antibiotics in healthcare and livestock production have enabled bacteria to both mutate and acquire resistant genes from other organisms, resulting in truly pan-drug resistant organisms. As ever-more powerful superbugs continue to proliferate, we are potentially facing the deadliest and most costly human-made catastrophe in modern times.

“Without urgent, coordinated action by many stakeholders, the world is headed for a post-antibiotic era, in which common infections and minor injuries which have been treatable for decades can once again kill,” said Dr. Keiji Fukuda, assistant director-general for health security for the World Health Organization (WHO).

Even if new antibiotics could solve the problem, there are obstacles to their development. For one thing, antibiotics have complex molecular structures, which slows the discovery process. Further, they aren’t terribly lucrative for pharmaceutical manufacturers: public health concerns call for new antimicrobials to be financially accessible to patients and used conservatively precisely because of the AMR issue, which reduces the financial incentives to create new compounds. The last entirely new class of antibiotic was introduced 30 year ago. Finally, bacteria will develop resistance to new antibiotics as well if we don’t adopt new approaches to using them.

Technology can play the lead role in heading off this disaster. Vast amounts of data from multiple sources are required for better decision making at all points in the process, from tracking or predicting antibiotic-resistant disease outbreaks to speeding the potential discovery of new antibiotic compounds. However, microbes will quickly adapt and resist new medications, too, if we don’t also employ systems that help doctors diagnose and treat infection in a more targeted and judicious way.

Indeed, digital tools can help in all four actions that the CDC recommends for combating AMR: preventing infections and their spread, tracking resistance patterns, improving antibiotic use, and developing new diagnostics and treatment.

Meanwhile, individuals who understand both the complexities of AMR and the value of technologies like machine learning, human-computer interaction (HCI), and mobile applications are working to develop and advocate for solutions that could save millions of lives.

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Keeping an Eye Out for Outbreaks

Like others who are leading the fight against AMR, Dr. Steven Solomon has no illusions about the difficulty of the challenge. “It is the single most complex problem in all of medicine and public health—far outpacing the complexity and the difficulty of any other problem that we face,” says Solomon, who is a global health consultant and former director of the CDC’s Office of Antimicrobial Resistance.

Solomon wants to take the battle against AMR beyond the laboratory. In his view, surveillance—tracking and analyzing various data on AMR—is critical, particularly given how quickly and widely it spreads. But surveillance efforts are currently fraught with shortcomings. The available data is fragmented and often not comparable. Hospitals fail to collect the representative samples necessary for surveillance analytics, collecting data only on those patients who experience resistance and not on those who get better. Laboratories use a wide variety of testing methods, and reporting is not always consistent or complete.

Surveillance can serve as an early warning system. But weaknesses in these systems have caused public health officials to consistently underestimate the impact of AMR in loss of lives and financial costs. That’s why improving surveillance must be a top priority, says Solomon, who previously served as chair of the U.S. Federal Interagency Task Force on AMR and has been tracking the advance of AMR since he joined the U.S. Public Health Service in 1981.

A Collaborative Diagnosis

Ineffective surveillance has also contributed to huge growth in the use of antibiotics when they aren’t warranted. Strong patient demand and financial incentives for prescribing physicians are blamed for antibiotics abuse in China. India has become the largest consumer of antibiotics on the planet, in part because they are prescribed or sold for diarrheal diseases and upper respiratory infections for which they have limited value. And many countries allow individuals to purchase antibiotics over the counter, exacerbating misuse and overuse.

In the United States, antibiotics are improperly prescribed 50% of the time, according to CDC estimates. One study of adult patients visiting U.S. doctors to treat respiratory problems found that more than two-thirds of antibiotics were prescribed for conditions that were not infections at all or for infections caused by viruses—for which an antibiotic would do nothing. That’s 27 million courses of antibiotics wasted a year—just for respiratory problems—in the United States alone.

And even in countries where there are national guidelines for prescribing antibiotics, those guidelines aren’t always followed. A study published in medical journal Family Practice showed that Swedish doctors, both those trained in Sweden and those trained abroad, inconsistently followed rules for prescribing antibiotics.

Solomon strongly believes that, worldwide, doctors need to expand their use of technology in their offices or at the bedside to guide them through a more rational approach to antibiotic use. Doctors have traditionally been reluctant to adopt digital technologies, but Solomon thinks that the AMR crisis could change that. New digital tools could help doctors and hospitals integrate guidelines for optimal antibiotic prescribing into their everyday treatment routines.

“Human-computer interactions are critical, as the amount of information available on antibiotic resistance far exceeds the ability of humans to process it,” says Solomon. “It offers the possibility of greatly enhancing the utility of computer-assisted physician order entry (CPOE), combined with clinical decision support.” Healthcare facilities could embed relevant information and protocols at the point of care, guiding the physician through diagnosis and prescription and, as a byproduct, facilitating the collection and reporting of antibiotic use.

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Cincinnati Children’s Hospital’s antibiotic stewardship division has deployed a software program that gathers information from electronic medical records, order entries, computerized laboratory and pathology reports, and more. The system measures baseline antimicrobial use, dosing, duration, costs, and use patterns. It also analyzes bacteria and trends in their susceptibilities and helps with clinical decision making and prescription choices. The goal, says Dr. David Haslam, who heads the program, is to decrease the use of “big gun” super antibiotics in favor of more targeted treatment.

While this approach is not yet widespread, there is consensus that incorporating such clinical-decision support into electronic health records will help improve quality of care, contain costs, and reduce overtreatment in healthcare overall—not just in AMR. A 2013 randomized clinical trial finds that doctors who used decision-support tools were significantly less likely to order antibiotics than those in the control group and prescribed 50% fewer broad-spectrum antibiotics.

Putting mobile devices into doctors’ hands could also help them accept decision support, believes Solomon. Last summer, Scotland’s National Health Service developed an antimicrobial companion app to give practitioners nationwide mobile access to clinical guidance, as well as an audit tool to support boards in gathering data for local and national use.

“The immediacy and the consistency of the input to physicians at the time of ordering antibiotics may significantly help address the problem of overprescribing in ways that less-immediate interventions have failed to do,” Solomon says. In addition, handheld devices with so-called lab-on-a-chip  technology could be used to test clinical specimens at the bedside and transmit the data across cellular or satellite networks in areas where infrastructure is more limited.

Artificial intelligence (AI) and machine learning can also become invaluable technology collaborators to help doctors more precisely diagnose and treat infection. In such a system, “the physician and the AI program are really ‘co-prescribing,’” says Solomon. “The AI can handle so much more information than the physician and make recommendations that can incorporate more input on the type of infection, the patient’s physiologic status and history, and resistance patterns of recent isolates in that ward, in that hospital, and in the community.”

Speed Is Everything

Growing bacteria in a dish has never appealed to Dr. James Davis, a computational biologist with joint appointments at Argonne National Laboratory and the University of Chicago Computation Institute. The first of a growing breed of computational biologists, Davis chose a PhD advisor in 2004 who was steeped in bioinformatics technology “because you could see that things were starting to change,” he says. He was one of the first in his microbiology department to submit a completely “dry” dissertation—that is, one that was all digital with nothing grown in a lab.

Upon graduation, Davis wanted to see if it was possible to predict whether an organism would be susceptible or resistant to a given antibiotic, leading him to explore the potential of machine learning to predict AMR.

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As the availability of cheap computing power has gone up and the cost of genome sequencing has gone down, it has become possible to sequence a pathogen sample in order to detect its AMR resistance mechanisms. This could allow doctors to identify the nature of an infection in minutes instead of hours or days, says Davis.

Davis is part of a team creating a giant database of bacterial genomes with AMR metadata for the Pathosystems Resource Integration Center (PATRIC), funded by the U.S. National Institute of Allergy and Infectious Diseases to collect data on priority pathogens, such as tuberculosis and gonorrhea.

Because the current inability to identify microbes quickly is one of the biggest roadblocks to making an accurate diagnosis, the team’s work is critically important. The standard method for identifying drug resistance is to take a sample from a wound, blood, or urine and expose the resident bacteria to various antibiotics. If the bacterial colony continues to divide and thrive despite the presence of a normally effective drug, it indicates resistance. The process typically takes between 16 and 20 hours, itself an inordinate amount of time in matters of life and death. For certain strains of antibiotic-resistant tuberculosis, though, such testing can take a week. While physicians are waiting for test results, they often prescribe broad-spectrum antibiotics or make a best guess about what drug will work based on their knowledge of what’s happening in their hospital, “and in the meantime, you either get better,” says Davis, “or you don’t.”

At PATRIC, researchers are using machine-learning classifiers to identify regions of the genome involved in antibiotic resistance that could form the foundation for a “laboratory free” process for predicting resistance. Being able to identify the genetic mechanisms of AMR and predict the behavior of bacterial pathogens without petri dishes could inform clinical decision making and improve reaction time. Thus far, the researchers have developed machine-learning classifiers for identifying antibiotic resistance in Acinetobacter baumannii (a big player in hospital-acquired infection), methicillin-resistant Staphylococcus aureus (a.k.a. MRSA, a worldwide problem), and Streptococcus pneumoniae (a leading cause of bacterial meningitis), with accuracies ranging from 88% to 99%.

Houston Methodist Hospital, which uses the PATRIC database, is researching multidrug-resistant bacteria, specifically MRSA. Not only does resistance increase the cost of care, but people with MRSA are 64% more likely to die than people with a nonresistant form of the infection, according to WHO. Houston Methodist is investigating the molecular genetic causes of drug resistance in MRSA in order to identify new treatment approaches and help develop novel antimicrobial agents.

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The Hunt for a New Class of Antibiotics

There are antibiotic-resistant bacteria, and then there’s Clostridium difficile—a.k.a. C. difficile—a bacterium that attacks the intestines even in young and healthy patients in hospitals after the use of antibiotics.

It is because of C. difficile that Dr. L. Clifford McDonald jumped into the AMR fight. The epidemiologist was finishing his work analyzing the spread of SARS in Toronto hospitals in 2004 when he turned his attention to C. difficile, convinced that the bacteria would become more common and more deadly. He was right, and today he’s at the forefront of treating the infection and preventing the spread of AMR as senior advisor for science and integrity in the CDC’s Division of Healthcare Quality Promotion. “[AMR] is an area that we’re funding heavily…insofar as the CDC budget can fund anything heavily,” says McDonald, whose group has awarded $ 14 million in contracts for innovative anti-AMR approaches.

Developing new antibiotics is a major part of the AMR battle. The majority of new antibiotics developed in recent years have been variations of existing drug classes. It’s been three decades since the last new class of antibiotics was introduced. Less than 5% of venture capital in pharmaceutical R&D is focused on antimicrobial development. A 2008 study found that less than 10% of the 167 antibiotics in development at the time had a new “mechanism of action” to deal with multidrug resistance. “The low-hanging fruit [of antibiotic development] has been picked,” noted a WHO report.

Researchers will have to dig much deeper to develop novel medicines. Machine learning could help drug developers sort through much larger data sets and go about the capital-intensive drug development process in a more prescriptive fashion, synthesizing those molecules most likely to have an impact.

McDonald believes that it will become easier to find new antibiotics if we gain a better understanding of the communities of bacteria living in each of us—as many as 1,000 different types of microbes live in our intestines, for example. Disruption to those microbial communities—our “microbiome”—can herald AMR. McDonald says that Big Data and machine learning will be needed to unlock our microbiomes, and that’s where much of the medical community’s investment is going.

He predicts that within five years, hospitals will take fecal samples or skin swabs and sequence the microorganisms in them as a kind of pulse check on antibiotic resistance. “Just doing the bioinformatics to sort out what’s there and the types of antibiotic resistance that might be in that microbiome is a Big Data challenge,” McDonald says. “The only way to make sense of it, going forward, will be advanced analytic techniques, which will no doubt include machine learning.”

Reducing Resistance on the Farm

Bringing information closer to where it’s needed could also help reduce agriculture’s contribution to the antibiotic resistance problem. Antibiotics are widely given to livestock to promote growth or prevent disease. In the United States, more kilograms of antibiotics are administered to animals than to people, according to data from the FDA.

One company has developed a rapid, on-farm diagnostics tool to provide livestock producers with more accurate disease detection to make more informed management and treatment decisions, which it says has demonstrated a 47% to 59% reduction in antibiotic usage. Such systems, combined with pressure or regulations to reduce antibiotic use in meat production, could also help turn the AMR tide.

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Breaking Down Data Silos Is the First Step

Adding to the complexity of the fight against AMR is the structure and culture of the global healthcare system itself. Historically, healthcare has been a siloed industry, notorious for its scattered approach focused on transactions rather than healthy outcomes or the true value of treatment. There’s no definitive data on the impact of AMR worldwide; the best we can do is infer estimates from the information that does exist.

The biggest issue is the availability of good data to share through mobile solutions, to drive HCI clinical-decision support tools, and to feed supercomputers and machine-learning platforms. “We have a fragmented healthcare delivery system and therefore we have fragmented information. Getting these sources of data all into one place and then enabling them all to talk to each other has been problematic,” McDonald says.

Collecting, integrating, and sharing AMR-related data on a national and ultimately global scale will be necessary to better understand the issue. HCI and mobile tools can help doctors, hospitals, and public health authorities collect more information while advanced analytics, machine learning, and in-memory computing can enable them to analyze that data in close to real time. As a result, we’ll better understand patterns of resistance from the bedside to the community and up to national and international levels, says Solomon. The good news is that new technology capabilities like AI and new potential streams of data are coming online as an era of data sharing in healthcare is beginning to dawn, adds McDonald.

The ideal goal is a digitally enabled virtuous cycle of information and treatment that could save millions of dollars, lives, and perhaps even civilization if we can get there. D!

Read more thought provoking articles in the latest issue of the Digitalist Magazine, Executive Quarterly.


About the Authors:

Dr. David Delaney is Chief Medical Officer for SAP.

Joseph Miles is Global Vice President, Life Sciences, for SAP.

Walt Ellenberger is Senior Director Business Development, Healthcare Transformation and Innovation, for SAP.

Saravana Chandran is Senior Director, Advanced Analytics, for SAP.

Stephanie Overby is an independent writer and editor focused on the intersection of business and technology.

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Rise Of The Actionable BI: From Paper Binders To Mobile Dashboards And Beyond

December 29, 2016   BI News and Info

Companies that begin life digitally operate differently from the incumbents they threaten and unseat. Employees at digital companies don’t waste time gathering and analyzing information; they use live data to make decisions. They don’t need to wade through organizational hierarchies to get permission to act; their leaders explain business goals and then empower them to use their best judgment.

To compete, incumbent companies have to transform not only decision-making processes and hierarchies that have hardened over decades but also the nature of leadership itself. The leadership strategies and behaviors that drove success in the knowledge economy aren’t sufficient to navigate a successful transition to the digital economy.

sap Q416 digital double feature3 images5 Rise Of The Actionable BI: From Paper Binders To Mobile Dashboards And BeyondTwo-thirds of Global 2000 CEOs will center their business strategies on digital transformation by the end of 2017, according to IDC. But few business executives today have the leadership mindset or skills necessary for these strategies to succeed, according to the Leaders 2020 study conducted recently by SAP, Oxford Economics, and McChrystal Group. The study found that only 16% of executives are ready to lead their companies through this transformation.

Leaders must lead differently if their companies are to transition to the digital economy and reap its rewards. In 10 years, for example, 75% of the companies that were listed on the S&P 500 Index in 2012 will have been replaced, according to a study by Innosight. Meanwhile, global competition is heating up. Rising disposable income in emerging economies has sparked the advent of new rivals—and in a survey by consulting firm Accenture, 70% of marketers in those economies expressed confidence in their ability to execute a digital business transformation. In mature economies, the figure was just 38%.

But it’s not too late to learn the essentials of digital leadership.

Communicate the Digital Mission

Fostering an organization whose employees have the skills, tools, authority, and information they need to make decisions in the moment begins with leaders who can formulate and communicate the digital mission. Randall Stephenson, chairman and CEO of AT&T, understands the forces driving digital transformation. Under his guidance, AT&T’s lines of business have expanded—both organically and through acquisitions—to include extensive digital operations, like DirecTV and potentially, as of press time, Time Warner, according to The New York Times. So even as AT&T continues to compete for market share against established and startup telecommunications providers, the company is going head-to-head against digitally based companies like Amazon and Google.

Every business must become digital and work in the cloud, but the change doesn’t merely mean making acquisitions, buying new technology, and rewriting org charts. A new digital workforce is needed as well to meet the transformation challenge. And like the companies they serve, the members of this new workforce will have to develop new abilities and prepare to take on new roles.

That reality is the impetus for Stephenson’s ambitious initiative to transform his company by transforming his team. Through a program launched nearly three years ago, AT&T is underwriting education and professional development opportunities for employees who are willing to pursue the studies on their own time. Those who take advantage of the offer can learn new computing skills that align with the company’s blueprint for digital transformation.

AT&T’s education plan shows the extent to which data is driving a profound change in employees’ daily tasks, functions, and core value to the company. Until recently, businesses sought knowledge workers who were capable of reviewing, assessing, analyzing, and disseminating data in support of decision making. But in the digital economy, companies must be able to respond in the moment to customer, market, and competitive changes. Reviewing masses of data and following traditional hierarchical decision-making processes defeats that goal. To succeed and, in truth, to survive, companies must have that data available when they need it and make a decision in the right moment.

sap Q416 digital double feature3 images6 Rise Of The Actionable BI: From Paper Binders To Mobile Dashboards And Beyond

Invest in Understanding How Work Gets Done

With that in mind, digital leaders must invest in understanding how work gets done and then commit to adjusting processes, deploying the right technology to support those processes, and measuring what adds value for customers and, therefore, to the bottom line. Yet only half of the executives surveyed by Oxford Economics rated their companies’ senior leaders as highly proficient in using the technology necessary for transformation.

Digital Leadership in Hard Numbers

Executives who have already established themselves as digital leaders demonstrate the value of their initiatives in hard numbers, according to the Oxford Economics study Leaders 2020. For example, their companies are much more likely to sustain top financial performance in terms of both revenue and profitability. Where leadership has embraced digital, companies:

  • Are 38% more likely to report strong revenue and profit growth
  • Have more mature strategies and programs for hiring skilled talent
  • Report one and a half times more effective collaboration, which contributes to productivity
  • Achieve 87% employee satisfaction and significantly higher levels of employee loyalty
  • Are better equipped for succession planning
  • Listen to Millennial executives, whose advice may provide shortcuts to digital transformation

What’s more, becoming digitally savvy isn’t enough. Leaders’ aptitude for cultivating teams and work environments that can make good use of technology is also essential. Indeed, nearly 80% of the companies considered farthest along in digital maturity make data-driven decisions, according to the Oxford Economics study (see Digital Leadership in Hard Numbers). Meanwhile, 53% of respondents were found to be clinging to old-school decision-making styles and failing to map decisions to strategy. As a result, only 46% qualified as equipped to make decisions in real time.

Lead by Simplifying

Digital leaders make it a priority to continually simplify processes and decision-making procedures to reduce institutionalized complexity and bureaucracy. These impediments take a real toll. A study by the Economist Intelligence Unit found that organizational complexity costs businesses up to 10% of profits. Flattening organizational hierarchies and encouraging transparency and organization-wide inclusivity in the decision-making process can help erase such losses, according to the Oxford Economics study.

Achieving these goals doesn’t require a committee. Empowering people at lower levels to make business-critical decisions based on available data has a natural flattening effect on the hierarchy. And as individuals and the enterprise as a whole become accustomed to having access to real-time data that speeds responsiveness, decision making becomes distributed across the organization.

That doesn’t automatically mean that the organizational pyramid is dead. Rather, it empowers employees, the organization, and leadership by placing responsibility for individual responses and actions in the hands of the people best equipped to carry them out, take ownership of the results, and ensure their success. This key characteristic distinguishes digital workers from knowledge workers: they have access to the data necessary to drive the right decisions at the right time, regardless of where they appear on the organizational chart. This not only empowers people at lower levels but also eases the bureaucratic burden on upper management, which is then freer to focus its time and energy on leading the organization forward instead of directing its day-to-day and even minute-by-minute activities.

Lead by Getting Ahead of the Customer

Creating an organization that’s capable of capturing data and making decisions in the moment can transform customer relationships. Besides responding to immediate customer needs, digitally transformed organizations can also predict emerging requirements, even before the customer is fully conscious of them.

To achieve this, digital leaders must be able to view digital in terms of its ability to support innovation: to make it possible for the business to deliver an array of services and advantages that it wasn’t possible to deliver before.

“The challenge is to not ask the question, ‘How does this affect my business?’ That’s inherently a defensive, firm-centric question,” says David Rogers, author of The Digital Transformation Playbook and a member of the faculty at Columbia Business School. “Instead, firms need to look at every new technology and digital capability and ask, ‘How might this allow us to offer new forms of value to our customers that we could not have done in the past?’ And be continuously looking.”

Being plugged into digital’s power to transform customer relationships thus allows an executive to evolve into a digital leader with the vision and the tools necessary to conceive and implement continuous innovation.

Concentrate on Team Dynamics and Employee Engagement

Millennial leadership is well suited to understand the human side of digital transformation. Digital leaders of older generations must recognize the importance of inviting and acting on input from Millennials, which is essential to inspiring them to perform at their best—and to achieving the overall goals of digital transformation.

sap Q416 digital double feature3 images2 Rise Of The Actionable BI: From Paper Binders To Mobile Dashboards And BeyondDigital leaders must also understand that encouraging diversity in their workforce isn’t simply a matter of fairness; it’s also a source of competitive advantage. Leaders who build diverse organizations have more engaged, productive employees, as well as higher levels of innovation, according to the Oxford Economics study. This in turn leads to better bottom-line results. Companies that reported higher revenue and profitability growth were more likely to cite the positive impact of diversity on their numbers.

Despite this, the study found that only 60% of companies have adequate programs to ensure that they are developing a digital workforce. The shortfall is hurting companies’ ability to hire and retain talent: only 53% say they are successful in attracting qualified applicants.

This problem will only get worse as Baby Boomers exit the workforce. Digital leaders will be increasingly pressured to maintain stability and continuity in their workforces. The challenge will be especially difficult for companies that lag in meeting the expectations of professionals who have entered the workforce in the era of the gig economy. They expect to make numerous career moves and don’t necessarily see length of tenure as a priority.

Thus, companies need processes for bringing new staff members up to speed as quickly as possible while optimizing their productivity, encouraging them to make constructive contributions to the business, and motivating them to deliver their best performance. They must also develop programs for continuous learning and job rotations to engage and retain workers who may not otherwise remain with the company as long as they would have in past generations.

Address the Generation Gap

Millennials and Generation Z have different expectations of what it means to be an employee and how to use technology than other generations do. They expect collaboration across the hierarchy, which is important to keeping them engaged with the organization and with their personal passions. Fostering a sense of meaning within the workplace, then, is another element of digital leadership; leaders must make the company a place where employees feel as engaged and rewarded as they can be and can do their best work.

In this respect and many others, most businesses are contending with a generation gap. The Oxford Economics study found that in comparison to older executives, Millennial executives have a much more pessimistic view of their organization’s ability to perform well in such key areas as using technology to achieve competitive advantage, collaborating internally, inspiring employees, and fostering an organizational culture that promotes feedback and reduces bureaucracy. In addition, the Millennials are more conscious of—and place a premium on—diversity and its benefits. Addressing that generational disconnect is key to digital leadership.

When today’s mid- and late-career executives entered the workforce, it was understood that younger workers invested the early years of their professional lives paying their dues. But that model no longer works in a market in which a company’s future depends on an approach to digital transformation that comes most naturally to younger executives. And those executives will not invest themselves and their expertise in companies that fail to recognize and respect Millennial workplace priorities.

sap Q416 digital double feature3 images7 Rise Of The Actionable BI: From Paper Binders To Mobile Dashboards And Beyond

Help Employees Address Future Challenges

Digital transformation isn’t just altering employees’ expectations of their careers. It’s also remaking jobs and what work itself entails. In response to a survey by consulting firm Cap Gemini, 77% of companies reported that they saw digital skill gaps as the chief obstacle to their digital transformation.

Their concerns are well founded. Oxford University examined 702 job descriptions across all job types and found that 47% were likely to be replaced by technology within a decade. Another 19% were moderately likely to be replaced. With that in mind, part of the leadership challenge in digital transformation is anticipating how people will work in this world and how artificial intelligence, robots, and people will be integrated into a new and more efficient workforce. How will people interact with these digital forces in the workplace? What will it mean in human terms?

sap Q416 digital double feature3 images1 Rise Of The Actionable BI: From Paper Binders To Mobile Dashboards And BeyondDigital leaders can’t expect employees to keep up with these changes on their own: things are simply moving too quickly. AT&T’s Stephenson recognizes this. The New York Times reported that the company’s digital transformation is projected to make 30% of current jobs obsolete by 2020. That’s why, to get ahead of that challenge, Stephenson ordered the creation of AT&T’s training program, which includes an extensive curriculum of online and classroom courses.

This approach illustrates a key characteristic of digital leaders: the ability to think conscientiously about where their companies are headed, what skills their people will need, and how they can help them develop the skills they’ll need as their roles evolve. Digital leaders are also able to articulately communicate to employees where the world is headed so that they are motivated to get there and be productive now and in the future.

Unleash a New Generation of Executives

Companies can no longer afford to delay recognizing the digital sea change that is transforming decision making and the capacity to respond in real time to challenges and opportunities. Led by Millennial executives, the new digital workforce is ready to spark unprecedented performance improvements in organizations that do not constrain their ability to communicate, collaborate, and contribute. Digital leaders are devising strategies for harnessing their energy, enthusiasm, and innate understanding of digital capacities to achieve higher levels of productivity and profitability. The remaining leaders face a choice: embrace this change or get left behind. D!

Read more thought provoking articles in the latest issue of the Digitalist Magazine, Executive Quarterly.

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Leveraging Cloud 2.0 for Agile, Accurate and Actionable Business Intelligence

February 11, 2015   Mobile and Cloud
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Cloud business intelligence (BI) has quickly evolved into a critical, strategic component for innovative, rapidly growing and established companies. Cloud de…

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