Technology & Innovation

Competing smarter with advanced data analytics

October 07, 2015

North America

October 07, 2015

North America
Our Editors

The Economist Intelligence Unit

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The universe of data is changing.

Report Summary

Historically, most companies have focused their data initiatives on internal analyses, such as dissecting customer lists or analyzing sales transactions. This is understandable, given that internal data is more accessible and much more easily integrated.

However, the universe of data is changing.  Software is improving, there is more and cheaper access to computation power, and new third party sources of data are available. These trends are allowing leading companies to “go on the offensive” with data, using advanced analytics to explore new markets, launch new products, and gain direct advantage over competitors.  

The Economist Intelligence Unit, sponsored by SAP, conducted a study of over 300 leaders in “market facing analytics” to determine what they are doing, the challenges they face, and how successful they have been.  

In a related study, the EIU has researched “The hyperconnected economy”, which describes the quantum leap in data linkages among people and companies created by new technologies. The market-facing data initiatives are an important outcome of this larger phenomenon.

Research Methodology

In June and July 2015, with sponsorship by SAP, the Economist Intelligence Unit (EIU) carried out a survey of more than 300 executives who are familiar with their company's data analytics practices. The goal was to assess trends in the use of market-facing advanced analytics. The sample includes 50% C-level executives and represents companies from Asia-Pacific, North America, Western Europe and Latin America. All of the respondents are from copanies with at least $500m in annual revenue, with half of them reporting $1bn or more. To add insights to the survey findings, the EIU conducted interviews with several advanced analytics practitioners. The Executive Summary describes the top findings of this research.

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