When developing a case for the value of alternative data (e.g., for selling to hedge funds or banks), evaluate the data based on four primary dimensions: Predictive Properties, Exclusivity, Complexity, and Content Consistency.
1. Predictive Properties
The most critical factor is whether the data has predictive power for financial markets (volume, volatility, returns). To prove value, you must demonstrate:
- Usage Context: Determine if the data is for Trading (fast-moving, sub-second to days) or Investing (infrequent updates, weeks to months).
- Historical Depth: Trading data typically requires $\le$ 2 years of history; Investment data often requires spanning multiple economic cycles.
- Macro vs Micro: Identify if the data drives microstructure (instrument-specific) or macro trends (e.g., US GDP).
- Liquidity: Ensure there is sufficient liquidity to enter and, crucially, exit positions based on the signals.
- Alpha/Sharpe Ratio: Quantify the excess return (alpha) and risk-adjusted return (Sharpe ratio).
2. Exclusivity
Balance the premium commanded by exclusivity against the risks of scarcity:
- Direct Substitutes: Other geolocation services or similar data providers.
- Indirect Substitutes: Satellite imagery, credit/debit card history, or aggregations of raw data.
- Market Reach: Too many clients erode value; too few clients may attract regulatory/media scrutiny.
3. Complexity and Product Variants
Reduce the barrier to entry for prospects by simplifying data consumption:
- Avoid Raw Complexity: Instead of providing raw coordinates (e.g., lat/lon), provide normalized metrics like 'visits per store per day/week/month'.
- Offer Variants: Provide different tiers such as store chain reports or sector/sub-sector level offerings to reach different market segments (e.g., futures traders vs. equities traders).
4. Content Consistency
Ensure data integrity to prevent look-ahead bias:
- Point-In-Time Representation: Data should reflect what was known at the time of publication. This may require rescoring historical data using current models.
- Versioning & Documentation: Maintain a versioned data set, a robust data dictionary, and documentation covering indexing, metadata, assembly, and back-testing results.