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Outside Insight: Navigating a World Drowning in Data

Outside Insight: Navigating a World Drowning in Data

by Jorn Lyseggen
Outside Insight: Navigating a World Drowning in Data

Outside Insight: Navigating a World Drowning in Data

by Jorn Lyseggen

Overview

The world today is drowning in data. There is a treasure trove of valuable and underutilized insights that can be gleaned from information companies and people leave behind on the internet - our 'digital breadcrumbs' - from job postings, to online news, social media, online ad spend and more.

 

As a result, we're at the cusp of a major shift in the way businesses are managed and governed - moving from a focus solely on lagging, internal data, toward analyses that also encompass industry-wide, external data to paint a more complete picture of a brand's opportunities and threats and uncover forward-looking insights, in real time. Tomorrow's most successful brands are already embracing Outside Insight, benefitting from an information advantage while their competition is left behind.

 

Drawing on practical examples of transformative, data-led decisions made by brands like Apple, Facebook, Barack Obama and many more, in Outside Insight, Meltwater CEO Jorn Lyseggen illustrates the future of corporate decision-making and offers a detailed plan for business leaders to implement Outside Insight thinking into their company mindset and processes.

Product Details

ISBN-13: 9781940858463
Publisher: Ideapress Publishing
Publication date: 10/12/2017
Pages: 320
Product dimensions: 5.90(w) x 8.30(h) x (d)

About the Author

Jorn Lyseggen is the Founder & CEO of Meltwater. A Norwegian entrepreneur and philanthropist, his previous ventures included 2 exits and an IPO. He founded Meltwater in Oslo, Norway in 2001 with an investment of just $15,000. Built on the notion of Outside Insight, Meltwater is now a global leader in B2B online media intelligence, with over 55 offices across six continents. He founded the Meltwater Entrepreneurial School of Technology (MEST), a training program, seed fund and incubator for African entrepreneurs, in 2008, and launched Shack15, a data science hub in London, in 2016. Jorn has been featured on CNN, TechCrunch, TedX and more.

Table of Contents

Preface ix

Introduction xiii

Part 1 A New Digital Reality

1 Everyone Leaves Online Breadcrumbs 3

2 Mining Internal Data Is Looking at the Past 33

3 Mining External Data Is Looking into the Future 48

Part 2 A New Decision Paradigm

4 Outside Insight: A New Decision Paradigm for a New Digital Reality 65

5 The Value of External Data 80

6 The Value of Real Time 92

7 The Value of Benchmarking 109

Part 3 Outside Insight in Practice

8 Outside Insight for Boards and Executives 125

9 Outside Insight for Marketers 151

10 Outside Insight for Product Development 176

11 Outside Insight for Risk Management 196

12 Outside Insight for Investment Decisions 210

Part 4 The Future of Outside Insight

13 The Emergence of a New Software Category 227

14 Hard Problems To Solve 235

15 New Data Sources 253

16 The Potential Concerns of Outside Insight 262

17 The Future of Outside Insight 274

Appendix: Outside Insight Complimentary Licence 283

Acknowledgements 288

Sources 291

Index 310

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