Data-Driven, Data-Informed, Data-Augmented: How Ubisoft’s Ghost Recon Wildlands Live Unit Uses Data for Continuous Product Innovation

Karl Werder, Stefan Seidel, Jan Recker, Nicholas Berente, John Gibbs, Nouredine Abboud, Yossef Benzeghadi

Publikation: Artikel i tidsskrift og konference artikel i tidsskriftTidsskriftartikelForskningpeer review

Abstract

To stay ahead of the competition, firms must continuously learn from their customers and swiftly adopt those lessons to improve their products. A unit at Ubisoft, a leading game publisher headquartered in Paris, has established a three-pronged approach to drive product innovation based on three practices: data-driven exploration, data-augmented ideation, and data-informed validation. By establishing processes and capabilities for these practices and blending them in a portfolio approach to product design, they maximize the value generation potential of the data at their disposal. Product development in a variety of industries can benefit from the lessons of these data-oriented innovation practices.
OriginalsprogEngelsk
TidsskriftCalifornia Management Review Insights
Vol/bind62
Udgave nummer3
Sider (fra-til)86–102
ISSN2162-8564
DOI
StatusUdgivet - 1 apr. 2020
Udgivet eksterntJa

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