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