Why Data Is The Future

WHY DATA IS THE FUTURE
Data science and analytics is top priority for leaders

in finance
Data analytics can be applied across three key areas. In terms of planning, it can
be used for effective risk profiling, the testing of data via simulation, and statistical
sampling. Data analytics can also enhance the execution of audits – providing
quick and effective monitoring of continuous controls, keeping watch for indications
of fraud, recognising patterns to anticipate future risks, and control simulation.
The security, privacy and analysis of data are the top priorities for finance leaders
going into 2019. All three top priorities identified have some link with data, with
enhanced data analytics highlighted as very important by 62% of CFOs. The paper
surveyed close to 400 finance leaders and professionals, including CFOs, vice
presidents of finance, and a broad range of finance directors and managers, data is
the dominant theme in the finance landscape
Data is seen as important because it can help to unlock commercial insights,

boosting sales, as well as boosting management reporting and decision making, but
also make for better internal operations of the finance function, with 53% of
respondents seeing data analytics as key for realising process improvement.
However, using data analytics effectively means that several pre-requisites need to
be in place.
Data analytics to become a game changer for internal

audit
According to a new white paper, data analytics is becoming a game changer for the
internal audit profession.
Data analytics can be applied across three key areas. In terms of planning, it can be
used for effective risk profiling, the testing of data via simulation, and statistical
sampling. Data analytics can also enhance the execution of audits – providing quick
and effective monitoring of continuous controls, keeping watch for indications of fraud
(which cost UK firms alone over £2 billion last year), recognising patterns to
anticipate future risks, and control simulation. Finally, it can enhance reporting of risk
quantification, real-time exception management, and root cause investigations, to
provide better understanding of how to avoid future breaches.
A.T. Kearney buys analytics firm with offices in US,
UK and India
Global management consulting firm A.T. Kearney has acquired business analytics
and data management consultancy Cervello for an undisclosed fee. Cervello’s team
of 120 data engineers, data scientists, and developers – some of whom are based
in London – will work with A.T. Kearney’s consultants to bolster client performance
and transformation programmes.
Data is giving rise to a new economy
The majors pump from the most bountiful reservoirs. The more
users write comments, “like” posts and otherwise engage with
Facebook, for example, the more it learns about those users and
the better targeted the ads on newsfeeds become. Similarly, the
more people search on Google, the better its search results turn
out.
These firms are always looking for new wells of information.

Facebook gets its users to train some of its algorithms, for
instance when they upload and tag pictures of friends. This
explains why its computers can now recognise hundreds of
millions of people with 98% accuracy. Google’s digital butler,
called “Assistant”, gets better at performing tasks and answering
questions the more it is used.
Uber, for its part, is best known for its cheap taxi rides. But if the
firm is worth an estimated $68bn, it is in part because it owns the
biggest pool of data about supply (drivers) and demand
(passengers) for personal transportation. Similarly, for most
people Tesla is a maker of fancy electric cars. But its latest
models collect mountains of data, which allow the firm to
optimise its self-driving algorithms and then update the software
accordingly. By the end of last year, the firm had gathered 1.3bn
miles-worth of driving data—orders of magnitude more than
Waymo, Alphabet’s self-driving-car division.
“Data-driven” startups are the wildcatters of the new economy:

they prospect for digital oil, extract it and turn it into clever new
services, from analysing X-rays and CAT scans to determining
where to spray herbicide on a field. Nexar, an Israeli startup, has
devised a clever way to use drivers as data sources. Its app turns
their smartphones into dashcams that tag footage of their travels
via actions they normally perform. If many unexpectedly hit the
brake at the same spot on the road, this signals a pothole or
another obstacle. As compensation for using Nexar’s app, drivers
get a free dashcam and services, such as a detailed report if they
have an accident. The firm’s goal is to offer all sorts of services
that help drivers avoid accidents—and for which they, or their
insurers, will pay. One such is alerts about potholes or when a
car around a blind corner suddenly stops.
Non-tech firms are trying to sink digital wells, too. GE, for
instance, has developed an “operating system for the industrial
internet”, called Predix, to help customers control their
machinery. Predix is also a data-collection system: it pools data
from devices it is connected to, mixes these with other data, and
then trains algorithms that can help improve the operations of a
power plant, when to maintain a jet engine before it breaks down
and the like.
Researchers have only just begun to develop pricing

methodologies, something Gartner, a consultancy, calls
“infonomics”. One of its pioneers, Jim Short of the University of
California in San Diego, studies cases where a decision has been
made about how much data are worth. One such involves a
subsidiary of Caesars Entertainment, a gambling group, that filed
for bankruptcy in 2015. Its most valuable asset, at $1bn, was
determined to be the data it is said to hold on the 45m customers
who had joined the company’s customer-loyalty programme over
the previous 17 years.
The fact that digital information, unlike oil, is also “non-

rivalrous”, meaning that it can be copied and used by more than
one person (or algorithm) at a time, creates further
complications. It means that data can easily be used for other
purposes than those agreed. And it adds to the confusion about
who owns data (in the case of an autonomous car, it could be the
carmaker, the supplier of the sensors, the passenger and, in time,
if self-driving cars become self-owning ones, the vehicle itself).
“Trading data is tedious,” says Alexander Linden of Gartner. As a

result, data deals are often bilateral and ad hoc. They are not for
the fainthearted: data contracts often run over dozens of pages of
dense legalese, with language specifying allowed uses and how
data are to be protected. A senior executive of a big bank
recently told Mr Linden that he has better things to do than sign
off on such documents—even if the data have great value.
So far none of these efforts has really taken off; those focusing on
personal data in particular may never do so. By now consumers
and online giants are locked in an awkward embrace. People do
not know how much their data are worth, nor do they really
want to deal with the hassle of managing them, says Alessandro
Acquisti of Carnegie Mellon University. But they are also
showing symptoms of what is called “learned helplessness”:
terms and conditions for services are often impenetrable and
users have no choice than to accept them (smartphone apps quit
immediately if one does not tap on “I agree”).
For their part, online firms have become dependent on the drug
of free data: they have no interest in fundamentally changing the
deal with their users. Paying for data and building expensive
systems to track contributions would make data refiners much
less profitable.
Data would not be the only important resource which is not

widely traded; witness radio spectrum and water rights. But for
data this is likely to create inefficiencies, argues Mr Weyl. If
digital information lacks a price, valuable data may never be
generated. And if data remain stuck in silos, much value may
never get extracted. The big data refineries have no monopoly on
innovation; other firms may be better placed to find ways to
exploit information.
Yet calls for action are growing. The “super-platforms” wield too
much power, says Ariel Ezrachi of the University of Oxford, who
recently published a book entitled “Virtual Competition” with
Maurice Stucke of the University of Tennessee. With many more
and fresher data than others, he argues, they can quickly detect
competitive threats. Their deep pockets allow them to buy
startups that could one day become rivals. They can also
manipulate the markets they host by, for example, having their
algorithms quickly react so that competitors have no chance of
gaining customers by lowering prices (see Free exchange). “The
invisible hand is becoming a digital one,” says Mr Ezrachi.

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WHY DATA IS THE FUTURE

Data science and analytics is top priority for leaders

Data is seen as important because it can help to unlock commercial insights,

Data analytics to become a game changer for internal

Data is giving rise to a new economy

These firms are always looking for new wells of information.

“Data-driven” startups are the wildcatters of the new economy:

Researchers have only just begun to develop pricing

The fact that digital information, unlike oil, is also “non-

“Trading data is tedious,” says Alexander Linden of Gartner. As a

Data would not be the only important resource which is not

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