Two nearly identical products are released: one breaks all sales records while the other sits on store shelves untouched.
The products look the same. They have the same target market, the same price, and similar retailers.
So why did one succeed, where the other failed?
Market researchers and data analysts have been wrestling with questions like this for decades. As the flood of Big Data adds both possibilities and complexities to traditional research methodologies, the ultimate solution for companies seeking to become data enabled has finally emerged.
Inspired by the human mind, the new field of contextual analytics is revolutionizing how data and technology can empower everyday business decisions. The information to make your business more profitable is likely available to you, but either dormant or disconnected from your decision making process.
Explore how to think smarter about your data and discover how to deliver maximum value in The Billion Dollar Paperclip.
|Product dimensions:||5.40(w) x 8.20(h) x 0.50(d)|
About the Author
Known for helping clients solve their most challenging data problems, Mr. Short has elevated the market research industry across numerous verticals by establishing partnerships with otherwise competitive vendors to deliver unparalleled value to their mutual clients.
Mr. Short is a pioneer in information management; a thought-leader in data auditing and data synthesis; an internationally recognized expert on research and technology, holding numerous related patents; a frequent speaker at major conferences; a guest lecturer for educational bodies including USC, and SMU; and is active as both a business advisor and board director.
After graduating with a degree in law from Australia, Mr. Short moved to Southern California where he now lives with his family.
Quoted as 'one of the nicest guys you could meet, someone who genuinely wants to help others in the industry see as much success as possible' and a person who 'has a truly rare combination of skills with a deep knowledge of all the cutting edge technology out there'.
Table of Contents
Part I The Need for Contextual Analytics
Chapter 1 The Role of Data in Your Company 11
The Agnostic, The Obsessed and The Ambivalent 12
Giving Data a Seat and a Voice 15
A Proven Approach 17
Chapter 2 Context is Everything 21
How Contextual Analytics Mirrors the Brain 23
Traditional Research Methods 26
Why These Methods Tell Only Part of the Story 27
Contextual Analytics 30
The Underpinning of Contextual Analytics 32
You Can't Track It If You Can't See It 34
Chapter 3 What's Your Data Hiding? 37
Why? Why? Why? 39
Little Or No Change Since the Dark Ages 41
Where We Can Go From Here 43
Chapter 4 Beyond Big Data 45
"Big" Only Means More of the Same 47
How Contextual Analytics Fills the Gaps 49
Part II The Fundamentals of Contextual Analytics
Chapter 5 Data Sources 55
The Supply Chain 56
The Consumption Chain 57
The Discovery Loop 60
The Need For Different Types of Data 63
Chapter 6 Data Quality 65
Captured Data 65
Observed Data 67
Sampled Data 68
Managing With Different Quality Datasets 71
Chapter 7 Data Links 73
Same Product, Different Identities 74
The Same Story For the Attribution Layer 76
Attribution Data: Curated vs. Crowd-Sourced 78
Managing "Good Enough" Data 80
Part III The Business of Contextual Analytics
Chapter 8 The Evolution Is at Hand 87
Data: Commoditized and Open Sourced 90
The New Game of Market Research 91
Chapter 9 How to Make Money in Market Research 95
…As a Data Company 95
…As a Technology Company 96
…As a Service Company 101
…By Delivering Maximum Value 104
The Rising Tide For Boutique Vendors 106
Chapter 10 Cost VS. Value with Contextual Analytics 109
The Price of Inertia 111
The Cost versus Money Already Being Spent 115
The Benefit of Enabling Innovation (Or Not) 117
Chapter 11 The Road to Contextual Analytics 121
Evolving…As a Data Company 124
Evolving…As a Technology Company 125
Evolving…As a Service Provider 127
Part IV Being a Champion of Change
Chapter 12 Being a Better Data Consumer 131
Ask Smarter Questions as a Data Consumer 132
Expand, Reuse, and Recycle Your Data 136
Recognize the "Swords" and the "Shields" 137
The Ideal Approach 140
Chapter 13 Being a Data Leader 143
The Task Before Us 145
A Ground Floor Opportunity For Data Leaders 146
Chapter 14 Acquiring Truth Through Context 149
In Pursuit of Meaning 150
See the Bigger Picture 152
Author's Note 155
About the Author 159