Much has been made of the benefits that technology such as artificial intelligence and machine learning can bring to the enterprise. But to be truly transformational, such tech can’t just bring a one-off improvement in decision making. They need to be able to adapt and change as the world around changes. In this presentation, Dave Elliman, the global head of technology at ThoughtWorks discusses how to choose the right data and Artificial Intelligence, to create complex business models that are capable of continuously learning. This presentation was made at ThoughtWorks Live UK on 3rd October 2018 in London.

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DAVE ELLIMAN
Global Head of Technology, ThoughtWorks
APPLYING CONTINUOUS
INTELLIGENCE TO YOUR BUSINESS

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THE 4TH
INDUSTRIAL
REVOLUTION

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CAN’T MOVE WITHOUT THINKING LIKE A TECH TITAN
TECH@CORE
3rd
IndustrialRevolution
(Informationasaresource)
4th
IndustrialRevolution
(Technologyattheheartofvalue)
BUSINESS
SUPPORTING ROLE COLLABORATION
TECH-LED
DIFFERENTIATION
Formal
walls and
moats
Tech creates
digital assets
Tech / business
boundaries blur
Collaborative
execution
Tech pervades a
digital business
TECH

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Why is
CONTINUOUS
INTELLIGENCE
IMPORTANT?
Increase revenue and
widen margins through...
Efficiency Innovation
Insight Intelligence
Tailor product offerings more
efficiently through analytics.
Use measurable hypotheses
to ensure most effective
proposition development.
Tailor data offerings to
support the decision-making
process for customers.
Unlock opportunities within
and beyond core business.

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AI already impacting many
knowledge industries
10x increase in
companies covered
38% increase in
trading volumes
Strategic data collection
and use crucial
Approves AI-powered
diagnostic that doesn’t
need a doctor’s help
Greatest value when man
and machine combine
AI+Designer create
best-selling t-shirt, cut
manufacturing process
from 180 days to 45

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DATA
AVERSE
DATA
UNAWARE
DATA
AWARE
DATA
GUIDED
FROM WHERE YOU ARE...
“We don’t need
data to tell us what
we already know.”
“Data has never
been a priority for
us. What is the
benefit?”
“We need to make
better use of our
data, but we don’t
know how.”
“Data confirms
every decision we
make and action
we take.”
...TO WHERE YOU WANT TO BE.

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“The more companies characterized
themselves as data-driven, the better
they performed on objective measures
of financial and operational results.”
BIG DATA: THE MANAGEMENT REVOLUTION
Harvard Business Review - Oct 2012

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“Companies succeed in the big data era not simply
because they have more or better data, but because
they have leadership teams that set clear goals, define
what success looks like, and ask the right questions.”
BIG DATA: THE MANAGEMENT REVOLUTION
Harvard Business Review - Oct 2012

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FROM THIS... ...TO THIS!

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“Worldwide Big Data market revenues for software
and services are projected to increase from $42B
in 2018 to $103B in 2027, attaining a Compound
Annual Growth Rate (CAGR) of 10.48%.”
WIKIBON
2018

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Data Enabled Business - Data as a Differentiator
Precision accuracy - Specific Analytics and data at Scale
Decision Support - Centralised Data Warehouse
Line of business support - Data in Silos
The Data-Guided Business Continuous IntelligenceLEVEL 5
LEVEL 4
LEVEL 3
LEVEL 2
LEVEL 1

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LEVEL 1
Data in silos MIS
Database
ManagementInformation
MIS

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LEVEL 2: Data warehouse
METADATA MANAGEMENT
SOURCE SYSTEMS INTEGRATION PRESENTATION ANALYSIS
ETL ETL
ODS
EII
CENTRAL
WAREHOUSE
DATA
MARTS
LEGACY
MAINFRAME
CRM/ERP
FLAT
FILES
EXTERNAL
DATA
DATA
VISUALISATION
REPORTS
OLAP
SCORECARDS &
DASHBOARDS
DATA
MINING
Pull-based
batch extracts
Complex
ETL logic
Emergent design
is difficult
Enterprise data
modelling
Long running
ETL jobs
Poorly suited to
non-relational data

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ROUTE TO LEVELS 3-5
What happened?
Why did it happen? What will happen?
How can we optimize?
Analytical sophistication
Valuecreation
COMPLEXITY
BENEFIT
DESCRIPTIVE
DIAGNOSTIC PREDICTIVE
PRESCRIPTIVE
ADAPTIVE
How can we learn?

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ROUTE TO LEVELS 3-5
What happened?
Why did it happen? What will happen?
How can we optimize?
Analytical sophistication
Valuecreation
COMPLEXITY
BENEFIT
DESCRIPTIVE
DIAGNOSTIC PREDICTIVE
PRESCRIPTIVE
ADAPTIVE
How can we learn?
REPORTING
& BUSINESS
INTELLIGENCE

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What happened?
Why did it happen? What will happen?
How can we optimize?
Analytical sophistication
Valuecreation
COMPLEXITY
BENEFIT
DESCRIPTIVE
DIAGNOSTIC PREDICTIVE
PRESCRIPTIVE
ADAPTIVE
How can we learn?
ROUTE TO LEVELS 3-5
REPORTING
& BUSINESS
INTELLIGENCE
DATA SCIENCE
& ENGINEERING

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What happened?
Why did it happen? What will happen?
How can we optimize?
Analytical sophistication
Valuecreation
COMPLEXITY
BENEFIT
DESCRIPTIVE
DIAGNOSTIC PREDICTIVE
PRESCRIPTIVE
ADAPTIVE
How can we learn?
ROUTE TO LEVELS 3-5
REPORTING
& BUSINESS
INTELLIGENCE
DATA SCIENCE
& ENGINEERING
DATA
GUIDED
ENTERPRISE

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Averse Aware Using Driven
CROSSING THE CHASMS - DEVELOP A DATA STRATEGY
Prescriptive
Predictive
Diagnostic
Descriptive
Intuition
RIPE FOR
DISRUPTION
INTELLIGENCE
FOCUSSED
INTELLIGENCE
ENVY
LEADER
DATA CHASM
INSIGHT CHASMIntelligenceMaturity
Insight Adoption
MachineHuman&
Business
Stranded

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Today’s leading companies utilize data
for every decision they make and
action they take. These data-driven
companies are market disruptors.

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CYCLES OF LEARNING: ACCELERATE, MAKE IT EFFICIENT
EXPERIENCE
OPERATIONAL
TECHNOLOGY
INSIGHT
ENABLEMENT
DECISIONING
INSIGHT
Decrease time to
decision for given
stimulus
Remove insight to
decisioning barrier
Reduced siloed
insight enablement
Improve
capture-to-insight
inefficiencies

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EXAMPLE: AUTOTRADER UK
FROM PAPER... ...TO DIGITAL... ...TO DATA GUIDED
Sellers
Buyers Buyers Sellers
Shopper Dealer
Owners Manufacturers

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DATA STRATEGY
VALUE
PROPOSITION
DATA ASSETS
PEOPLE TECHNOLOGY
Why is this important for
your organization?
What does the data
catalog include and
how accessible is it?
Do you have the right
people and skills to
achieve your data goals?
How does the new
data strategy affect
your technologies?
CULTURE
LEAN
ROAD MAP
How does becoming
data-led affect your
organizational culture?
How do you get
started and what does
success look like?
PROCESS
What are the key
processes for an
effective data strategy?

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THANK YOU
For questions or suggestions:
DAVE ELLIMAN
delliman@ThoughtWorks.com

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You must align
DATA
STRATEGY
with
BUSINESS
STRATEGY
“We built a data lake
for self-service, now
we’re trying to get the
business to use it.”

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You must align
DATA STRATEGY
with
BUSINESS STRATEGY

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$18.3Billion
4%
63%
40%
Investment in the
Worldwide Business
Intelligence and
Analytics Market
in 2017.
Respondents who said
they realized only half of
their digital investment
in under one year.
Failure rate of
companies attempting
to be data driven.
Percentage of digital
transformation
initiatives will be
supported by cognitive/
AI capabilities 2019.

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“We built a data lake for self-service, now
we’re trying to get the business to use it.”
FROM THIS... ...TO THIS!
You must align
DATA
STRATEGY
with
BUSINESS
STRATEGY

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“We built a data lake
for self-service, now
we’re trying to get the
business to use it.”
FROM THIS...
...TO THIS!

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AUGMENT
(extend capability)
DATA STRATEGY
should be
SIMULTANEOUSLY
built along
2 TRACKS
AUTOMATE
(enable efficiency)
1 second
tasks
60% rule
Machines:
prediction Humans:
judgement

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Businesses are investing in
DIGITAL TECHNOLOGY
TO REDUCE COSTS,
AVOID OBSOLESCENCE
and
IMPROVE BUSINESS CAPABILITY