Agile Marketing for increasing market dynamics

What would you do if you discovered that a completely new type of player entered your market with a ground-breaking approach? This is a situation that almost every industry faces at some point. To mention a couple of examples:

  • The Nordic IT start-up Skype challenged telco’s bread-and-butter telephony together with mobile applications such as WhatsApp eliminating SMS and MMS
  • Streaming services such as Spotify changed the music industry
  • Online companies such as the Danish nemlig.com are trying to change the retail sector
  • In financial services, the insurance value chain is being challenged by companies such NEXT Forsikring
  • In banking, the companies, which are regarded as the biggest threats, are Google and Amazon

The next question to the marketing executive: Are the commercial processes and the marketing plan, which are guiding this, flexible enough? They should be suited for a quick response to a potential threat like some of the above-mentioned – knowing that it might be part of a necessary change of the existing value chain over time. This is where the concept of Agile Marketing becomes of vital importance.

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Om at forbedre offentligt indkøb med SAS, 1 fakturalinje ad gangen

For nylig faldt jeg over et indlæg i de sociale medier, hvor man efterlyste gode historier fra det offentlige Danmark. Det fandt jeg provokerende nok til, at jeg nu farer til tasterne for at beskrive en af de største offentlige succeshistorier inden for de seneste år, som jeg mener fortjener mere omtale og bredere kendskab.

Igennem de seneste 4-5 år er der løbende sket en professionalisering af styringen af det offentlige indkøb i Danmark. Udviklingen er sket i alle led: i kommuner, regioner og statslige virksomheder. Herunder i uddannelsessektoren.

Med afsæt i lovkrav til leverandørerne om at skifte fra papirbaserede fakturaer til standardiserede, elektroniske fakturaer har det offentlige Danmark satset strategisk på at opbygge kompetente indkøbsfunktioner i stat, regioner og kommuner. Og denne satsning har vist sig at være en endog meget klog beslutning, målt alene på de økonomiske besparelser, der løbende er realiserede.

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Gæsteblog: eXtensible Business Reporting Language (XBRL) – tidsspilde eller merværdi?

RuneLindJensen

Forfatter af denne blogpost:
Rune Lind, Chefkonsulent hos SAS Institute.

Mange, som arbejder inden for finansverdenen, har sikkert på et eller andet tidspunkt inden for det sidste års tid hørt om XBRL – Extensible Business Reporting Language. Et af Europaparlaments tiltag for at forhindre en gentagelse af den nuværende finanskrise, er at pengeinstitutter i EU skal aflevere en lang (meget lang) række rapporter vedrørende Kapitalkravsdirektiverne (CRD IV), og disse rapporter skal afleveres i formatet XBRL.

XBRL-kravet medfører et ret stort stykke arbejde. Taksonomien til COREP og FINREP (en del af rapporterne som hører til kapitalkravsdirektivet) består af over 6.000 XML-filer med referencer på kryds og tværs samt en Microsoft Access-database (Data Point Model eller DPM). Hvis du bruger SAS’ løsning til XBRL-rapportering, så denne information indlæst og fortolket for dig, hvilket gør processen mindre tidskrævende. Jeg vil dog stadig ikke ligefrem kalde det let.

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Marketing is embracing digitalization and analytics

I recently read a very interesting article from McKinsey: The seven habits of highly effective digital enterprises. One of the most interesting areas successful companies are focusing on is customer centricity.  It comes more and more into play as higher customer demands are pressuring traditional value chains. Marketers in several leading companies are using this momentum to show proof of their abilities to turn customer data into actionable insights. When they succeed, it enables the development of strategic resources across the organization.

More channels, more data, more analysis
From my dialogue with leading Danish and international companies I experience that marketing departments have for some time been embracing digitalization. In several industries consumer and customer engagement is moving towards digital vehicles such as e-mail, mobile applications, social platforms – in combination with traditional ones such as TV, sponsorships and outdoor. More and more we see digital and traditional channels in powerful combinations.

With more channels, more content and more digital interaction, marketing today possess a much richer data foundation than in the past. This goes hand in hand with the employment of more analyst savvy people, and in combination, it has generated a much greater interest from other parts of the business.

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HADOOP: En sød, lille elefant med store kræfter

Er du lidt usikker på, hvad hypen omkring open source-systemet HADOOP går ud på? Så er du ikke alene om den følelse. Når sandheden skal frem, er vi også ude i et dybt teknisk koncept, som kun folk der for alvor tænder på 0-er og 1-taller har en chance for at komme til at forstå til bunds. (Se videoen nedenfor for en hurtig intro til de nye tekniske buzz words).

De muligheder, som den nye teknologi fører med sig, er det dog mere end almindeligt interessant at kende til. Ikke mindst, hvis du eller din virksomhed kan se potentialet i at arbejde med analyse af store datamængder eller mange forskelligartede kilder.

Mange virksomheder i især USA er allerede i gang med HADOOP, og analysefirmaer som Gartner og Allied Market Research spår systemet massiv fremgang de kommende år. Der er altså efter alt at dømme tale om en skelsættende teknologi, som kommer til at ændre måden, vi arbejder med data og analyse på. Koblingen til analytics er oplagt, og R&D-afdelingen i SAS har længe været i gang med at integrere HADOOP og SAS.

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Jobcenter med Business Intelligence – overblik og overskud

Kan man effektivisere uden overblik? Det tror jeg ikke, man kan. Man har i hvert fald stor risiko for at gribe processen forkert an. Og i landets jobcentre er der ikke behov for at skære de forkerte steder. Man behøver ikke læse mange aviser for at vide, at der er travlhed på jobcentrene. Men der bliver også brugt mange penge, så kan man effektivisere bare en lille smule ved at skabe overblik med den rigtige ledelsesinformation, kan gevinsten være relativt stor. Read More »

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Let’s use Analytics to Beat Cancer

graph_analysisA couple of months ago, I discovered that SAS Institute offers free software for an initiative where data are shared to accelerate cancer research. As a SAS employee, this information made me very proud. I work for a company that makes software available for an initiative, in which we all have a huge and often very personal interest.

The Project DataSphere initiative provides an easy-to-use platform built to share, integrate and analyze historical cancer trial data to accelerate research. SAS® software is the analytical foundation behind the data analysis enabling researchers to discover insights that previously would have been hidden in the data. The initiative involves many stakeholders who have come together simply because they think it is the right thing to do. Read More »

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Make the ‘New Deal’ handshake with Your Customers! Gain full and up-front permission to use their data.

scale

Loyalty cards and loyalty programs have existed for many years in the retail trade. Discounts, benefits, special offers, stickers and much else have been tried, but with mixed or no success. In practice, the stores have found it difficult to develop and strengthen customer loyalty, and this probably because we as customers are so price-conscious.

Omni-Channel is on the way
However, most chains also work on introducing more channels and utilizing the increasing amount of information on the individual customer. The industry talks about ‘omni-channel’, i.e. when it takes a unified approach towards the individual customer, regardless of whether this is face-to-face at the store, in the web shop, via phone or via mail. Many talk about Omni-Channel and 1:1 but very few actually do it. This area both holds great potential and considerable challenges.

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Guest blog: 5 Useful things about experimentation that business can learn from the world of science

By Stefan Ahrens, Sr. Solutions Architect, SAS Germany

556Recently, there has been a hot debate about a Facebook experiment where users unwillingly participated in a psychological study with manipulated news feeds. While the fact that Facebook customers are involved without their prior consent is an entirely valid discussion, let’s not throw away the idea of experimentation entirely.

Quite the contrary, experiments – done the right way – can help us gain knowledge with a minimum amount of exposure by those that are affected. In other words, if you know how to set up the experimental conditions in a proper way, you may be able to get the same amount of information – with a lower number of what in statistics we would call „experimental units“. It goes without saying, that it’s still a good idea to seek approval by your customers before you start experimenting on a grand scale.

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Fem spørgsmål og svar: Ledelse af velfærd

I SAS institutes klumme i Jyllandsposten var det for nylig vores direktør for forretningsudvikling Lars Kirdan, der besvarede 5 spørgsmål om velfærdsledelse ovenpå de store reformer. Læs den nedenfor.

Hvis du interesserer dig for udviklingen i den offentlige sektor, og ikke mindst de nye ledelsesudfordringer, så skulle du også kaste et blik på den seneste rapport fra Tænketanken Public Governance.

God læselyst!

Lars Kirdan

Lars Kirdan

Hvilke ledelsesudfordringer præger den offentlige sektor?

-Hvis vi ser på den offentlige sektor som ramme om velfærdssamfundet, kan man godt pege på nogle aktuelle ledelsesudfordringer relateret til produktionen på de store velfærdsområder.

En række reformer er haglet ned over skole-, børne- og ældreområdet. Finansieringsproblemer og voksende efterspørgsel efter sundhedsydelser lægger et meget stort pres på velfærdsproduktionen.

Reformerne er derfor ude og røre ved den enkelte lærers, sagsbehandlers og sygeplejerskes hverdag. Hele systemets evne til at hænge sammen fra frontlinjen, hele vejen forbi rådhuset og kommunalpolitikerne og til statsligt niveau er til test.

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