From the Back Cover
If your organization is like most, it's sitting atop a mountain of data--data collected from web traffic, point of sale systems, enterprise resource planning systems, social data, and other sources. But what good is it all? Short answer: There are diamonds and gold for those who know how to unearth them.
Data assets in most organizations are an under-utilized gold mine of information, just begging to be transformed into actionable revenue-generating strategies--which, in today's hyper-competitive, global marketplace, not only can give you a significant competitive edge, but also become a non-stop source of profit. And as experts Andrew Wells and Kathy Chiang demonstrate in this hands-on guide, digging it out is easier than you may think.
Monetizing Your Data provides a framework and a proven formula for converting your company's ever-growing mountain of data into revenue-generating actions using three disciplines: decision architecture, data science, and guided analytics.
There are big gaps between recognizing a business problem and knowing which data can be useful in solving it or how to leverage it to drive financial performance. Drawing on their extensive experience delivering solutions to companies around the world, Andrew and Kathy arm you with a complete system and powerful analytical tools for transforming data you already have into insights that drive winning strategies.
Following a brief explanation of the analytical cycle, they cut to the chase with clear, step-by-step guidance on how to develop value-generating ideas that translate into big returns. With the help of real-world examples, templates, checklists, and a companion website, they show you how to put their system to work in your organization, right away.
Your data can be a priceless resource, but only if you know how to unearth the nuggets of actionable intelligence buried within it. Whether you work in a large multinational or a small, single-owner shop, your enterprise can garner substantial rewards by using the methods, tools, and techniques you'll discover in Monetizing Your Data.
ANDREW ROMAN WELLS is the CEO of Aspirent, a management consulting firm focused on analytics. He has extensive experience building analytical solutions for a wide range of companies, from Fortune 500s to small non-profits. Mr. Wells focuses on helping organizations utilize their data to make impactful decisions that drive revenue through monetization strategies. He has been building analytical solutions for over 25 years and is excited to share these practical methods, tools, and techniques with a wider audience. Mr. Wells earned a Bachelor's degree in Business Administration with a focus on Finance and Management Information Systems from the University of Georgia.
KATHY WILLIAMS CHIANG is an established business analytics practitioner with expertise in guided analytics, analytic data mart development, and business planning. Prior to her current position as vice president of business insights at Wunderman Data Management, Ms. Chiang consulted with Aspirent on numerous analytic projects for several multinational clients including IHG and Coca Cola, among others. She has also worked for multinational corporations including Telecommunications Systems of Trinidad and Tobago, Acuity Brands Lighting, BellSouth International, and Portman Overseas. Ms. Chiang is experienced in designing and developing analytic tools and management dashboards that inform, matter, and drive action. She is highly skilled in data exploration, analysis, visualization, and presentation, and has developed solutions in the telecom, hospitality, and consumer products industries covering customer experience, marketing campaigns, revenue management, and web analytics. Ms. Chiang, a native of New Orleans, holds a Bachelor of Science degree in Chemistry, summa cum laude with University honors (4.0), from Louisiana State University, as well as an MBA from Tulane University. She is a member of Phi Beta Kappa and Mensa.
