The Importance of Being a Data Driven Company [Webinar]


David White, Founder and CEO of will be presenting a webinar at BrightTALK’s Visual Data Discovery and Analytics summit running from 17-18 September. BrightTALK’s Catarina Bandeira gets the low down on what David thinks about data and its impact on the world as we know it.

See the full summit line-up here:

Screen Shot 2014-09-08 at 11.40.28Tell us what viewers can expect from your upcoming presentation on BrightTALK.


david-white-import-io-ceoYou will learn how data can be used to understand your market, inform product development and most of all – beat out competition. We’ll discuss how Attitude rather than other indicators, such as dollars spent on data projects, having a large Hadoop cluster or the number of data scientist you have, is the best indicator for the successful use of data.

What do I mean by attitude to data? Well, we will study two companies: Tesco and Safeway:

  • On the surface they should be the same. They both sell food at relatively similar prices and in 1993 they were two of three major players in the UK supermarket arena.
  • But today, you won’t find a single Safeway in the UK (they sold off the last of their stores to Morrison’s in 2003) and Tesco is the world’s 3rd largest retailer (behind only Walmart and Carrefour) with $96.8 billion in revenue
  • Why is this?
  • How did Tesco succeed where Safeway failed?

Screen Shot 2014-09-08 at 11.40.28What do you think has had the biggest impact of the widespread use and availability of Data?


david-white-import-io-ceoThe web represents the biggest store of human knowledge in the world, and if all of that data was available programmatically, the ramifications would be immense. Free tooling, such as, has given anyone the power unleash the unseen potential of this information, at low cost, regardless of technical ability. Data is going to be the key to success of every business and organization in the next few years and it is becoming easier than ever.

Screen Shot 2014-09-08 at 11.40.28How does data change the way businesses make decisions? Can data be leveraged across working silos?


david-white-import-io-ceoOne of the most important things about being a data driven company is that everyone, from management to marketing, has access to it. These figures spot trends and investigate causes.  These metrics allow us to see early warning signs of problems and spot outliers.

Screen Shot 2014-09-08 at 11.40.28What do you think are the main challenges that companies face when implementing this approach across the business?


david-white-import-io-ceoData is about quality, not quantity. Companies need to understand the importance of analyzing live, public data on the web against internal data, in order to fully comprehend you place in the market, and the competitive landscape. All too often you find companies stuck looking at static, out of date datasets, that essentially don’t provide any real insight.

For more information register for David’s webinar:

Photo credit: Sebastiaan ter Burg
Find Catarina and David on Twitter: @CataBand@davidimportio

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