The data sceptics

Peter Fader and Eric Bradlow are professors of marketing at the University of Pennsylvania’s Wharton School. They are also co-directors of the Wharton Customer Analytics Initiative, an academic research centre that focuses on the development and application of customer analytic methods and data-driven business decision-making. And they are both critical of the approach businesses are currently taking to big data. The Economist Intelligence Unit conducted a joint interview with these thought leaders on the meaning of big data, and what needs to change.

Scripps Health: fostering a data-driven culture

“In healthcare, it’s not ’big data’,” says Dr Jim LaBelle, corporate vice-president of quality, medical management and physician co-management at Scripps Health, the San Diego-based health system that includes 5 hospitals, 2,600 physicians and more than 13,000 employees. “It is a tidal wave of data. And our ability to restructure and change our culture is almost entirely informed by these data,” he says.

Scripps Health: fostering a data-driven culture

“In healthcare, it’s not ’big data’,” says Dr Jim LaBelle, corporate vice-president of quality, medical management and physician co-management at Scripps Health, the San Diego-based health system that includes 5 hospitals, 2,600 physicians and more than 13,000 employees. “It is a tidal wave of data. And our ability to restructure and change our culture is almost entirely informed by these data,” he says.

ABN AMRO: on the leading edge of data management

Banks are traditionally considered to be the most advanced in data management. Highly transactional and digitally advanced, some financial services companies are difficult to distinguish from IT firms.

They invest heavily in data infrastructure, as well as in the skills needed to analyse and interpret digital information. “Analysing financial data is the starting point of any financial institution,” says Paul Scholten, chief operating officer (COO) of ABN AMRO’s retail and private banking business.

ManpowerGroup: managing knowledge

Even after valuable data have been collected, analysed and distilled into insights, they need to be effectively disseminated throughout an organisation. To encourage employees to connect with these data on a personal level requires more than a company-wide e-mail.

Scripps Health: fostering a data-driven culture

“In healthcare, it’s not ’big data’,” says Dr Jim LaBelle, corporate vice-president of quality, medical management and physician comanagement at Scripps Health, the San Diego-based health system that includes 5 hospitals, 2,600 physicians and more than 13,000 employees. “It is a tidal wave of data. And our ability to restructure and change our culture is almost entirely informed by these data,” he says.

Global Partners LP: from data to dollars

Some businesses depend on big data more than others. Global Partners LP, a US$8bn wholesale distributor of gasoline and heating oil in the north-eastern US, has capacity to store more than 10m barrels of oil. Its customers include heating oil providers, gas stations, municipal agencies and utility companies. The company’s prices change at least once a day, based on inventory levels, weather patterns, global market speculation, demand and competitor prices.

ABN AMRO: on the leading age of data management

Banks are traditionally considered to be the most advanced in data management. Highly transactional and digitally advanced, some financial services companies are difficult to distinguish from IT firms.

They invest heavily in data infrastructure, as well as in the skills needed to analyse and interpret digital information. “Analysing financial data is the starting point of any financial institution,” says Paul Scholten, chief operating officer (COO) of ABN AMRO’s retail and private banking business.

ManpowerGroup: managing knowledge

Even after valuable data have been collected, analysed and distilled into insights, they need to be effectively disseminated throughout an organisation. To encourage employees to connect with these data on a personal level requires more than a company-wide e-mail.

Scripps Health: fostering a data-driven culture

“In healthcare, it’s not ’big data’,” says Dr Jim LaBelle, corporate vice-president of quality, medical management and physician comanagement at Scripps Health, the San Diego-based health system that includes 5 hospitals, 2,600 physicians and more than 13,000 employees. “It is a tidal wave of data. And our ability to restructure and change our culture is almost entirely informed by these data,” he says.

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