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Copyright © 2015 Earley Information Science1 Copyright © 2015 Earley Information Science
Earley Executive Roundtable
Series on Data Analytics
Session 4: Using Business Analytics to Drive
Higher ROI and Organizational Change
June 17, 2015
Presented by
Seth Earley
CEO
Earley Information ScienceClick to watch a recording
of this webinar
Copyright © 2015 Earley Information Science2
Today’s Agenda
• Welcome & Housekeeping
– Session duration & questions
– Session recording & materials
– Take the survey!
• Introduction
– Seth Earley (@sethearley)
• Panelist Introductions
– Bruce Daley, Principal Analyst, Tractica (@brucedaley)
– Joanna Schloss, BI & Analytics Evangelist, Dell (@joschloss)
– Geoff Woolacott, Principal Analyst/Practice Mgr, TBR (@gwoollacott)
– Phillip Kemelor, Sr. Mgr, Advanced Analytics, E&Y (@philkemelor)
• Panel Discussion
• Questions & Answers
• Join the conversation: #earleyroundtable
Copyright © 2015 Earley Information Science3
Seth Earley, Founder & CEO, Earley Information Science
seth@earley.com@sethearley
• Over 20 years experience in data science and technology, content and
knowledge management systems, background in sciences (chemistry)
• Current work in cognitive computing, knowledge and data management
systems, taxonomy, ontology and metadata governance strategies
• Co-author of Practical Knowledge Management from IBM Press
• Editor of Data Analytics Department IEEE IT Professional Magazine
• Member of Editorial Board Journal of Applied Marketing Analytics
• Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and
Technology Council Metadata Project Committee
• Founder of the Boston Knowledge Management Forum
• Former adjunct professor at Northeastern University
• Guest speaker for US Strategic Command briefing on knowledge networks
• AIIM Master Trainer – Information Organization and Access
• Course Developer and Master Instructor for Enterprise IA and Semantic
Search
• Long history of industry education and research in emerging fields
Copyright © 2015 Earley Information Science4 Copyright © 2015 Earley Information Science
Using Business Analytics to Drive Higher ROI and Organizational Change
Core Concepts
Copyright © 2015 Earley Information Science5
Organizational Change and ROI
• Many organizations are driving operationalization of
analytics deeper into the organization
• The challenge lies in improving business fluency with
analytics
• If specialized knowledge and expertise is required to
perform analysis, analytics is not part of the day to day
operational process
• In many cases, highly skilled analysts produce reports
that are not widely shared and therefore are recreated by
others
Copyright © 2015 Earley Information Science6
New Demands on Enterprise Business
Intelligence Capabilities
New and emerging technologies combined with legacy applications
require increased focus on data governance and information
management guiding principles
Copyright © 2015 Earley Information Science7
Analytics Program Guiding Principles
• Faster onboarding of data and data streams require standardized
approaches for integrating and normalizing data
• Curation and stewardship of data and content needs to be pushed
upstream rather than allowing quality issues to propagate
• Data sources need to be catalogued in an enterprise data registry with
documented ownership, source, rights, usage, quality, provenance
• Transactional and analytical data need to be harmonized with master
data
• Semantic consistency and interoperability is a key component to
information management programs
• Alignment of program operations with business objectives and
outcomes needs to be continually assessed
Copyright © 2015 Earley Information Science8
Increasing ROI
Triggers:
• Greater utilization of investments in infrastructure and
capabilities
• Reduction of manual data curation and preparation for
analysis
• Better quality inputs through addressing upstream data
hygiene issues
• Reduction in complexity of tools
• Improved knowledge and fluency at the point of need
(business units, field, line of business, function)
Copyright © 2015 Earley Information Science9
Retaining Stakeholder Involvement
The approach for getting and maintaining long term business
stakeholder support and participation includes:
• Identification of capabilities that are most important to business
leadership
• Demonstrating how improved data and analytics governance
are necessary preconditions to developing needed capabilities
• Creation of metrics associated with capabilities and
demonstrating progress through ongoing monitoring of
scorecards
• Creation of data quality and value scorecards that provide
business users with a clear understanding of the value of data
in a process or capability
Copyright © 2015 Earley Information Science10
Increasing ROI
Impediments:
• Over reliance on specialists, lack of foundational
knowledge
• One off analysis design (rather than designing classes of
repeatable analysis with scenario driven variations)
• Data hygiene issues
• Manual ETL (use of spreadsheets to map or harmonize
data)
• Inconsistent organizing principles (mismatch of data
sources, metadata fields, taxonomies, reference data, etc.)
• Proliferation of tools and interfaces requiring expertise
Copyright © 2015 Earley Information Science11
Governance of Source Systems Enable
Unified Analytics Framework
Data Marts
ERP
CRM
Digital Marketing
Sensor data Log files
Clickstreams
Search Applications Integration Engines
Business Intelligence toolsData Visualization Applications
Social Media
Voice of the Customer
Product Data and Content
Copyright © 2015 Earley Information Science12
Measuring here
(macro level -
outcomes)
Measuring here
(micro level -
effects)
Data Sources
Working here
(product data,
taxonomy, search,
on-boarding
workflow, etc.)
Enterprise Strategy
Business Unit Objectives
Market Share
Time to market Wallet Share
Business ProcessesAttrition programs Search Relevance
Analytics
CRMSearch
Processes enable
objectives
L I N K
A G
E
New accounts
Revenue Growth
Data supports (and
measures)
processes
Objectives align
with strategy
Using metrics & KPIs to align business needs, outcomes and capabilities
CEO: “Show me how product data will increase revenue.”
Conversions
Data Scorecards
Process Scorecards
Business Outcome Scorecards
Copyright © 2015 Earley Information Science13 Copyright © 2015 Earley Information Science
Today’s Panel of Experts
Bruce Daley, Joanna Schloss, Phillip Kemelor, Geoff Woollacott
Copyright © 2015 Earley Information Science14
Bruce Daley
• Contributor to Tractica’s Automation & Robotics practice with
focus on artificial intelligence and machine learning for enterprise
applications
• Previously, vice president and principal analyst with Constellation
Research covering business research themes related to
customer relationship management, mobility, and infrastructure
• Also, founder of Great Divide, co-founder of Rabbit Ears Capital
Advisors, founder of Test Common Inc., founder of the Enterprise
Software Summit, and founder of The Siebel Observer, the
largest publication devoted to Siebel Systems
• Additionally, held consulting and management roles at Oracle
and Bain & Company
• Widely quoted industry expert in major publications including The
Wall Street Journal, The New York Times, The Financial Times,
The International Herald Tribune, IEEE Spectrum, The San Jose
Mercury News, and many more.
• Author of a soon-to-be-published book on data storage, Where
Knowledge is Power, Data is Wealth
• Holds a BA from Tufts University
Principal Analyst
Tractica
Copyright © 2015 Earley Information Science15
AI
Inaccurate & unreadable
data
POV – Bruce Daley
Not All Data Is Created Equal
+
Volume
RO
INegative -
Low
Backups
Social media
Metadata
High
Facebook the world’s most popular media owner, creates no content
The Promise The Reality
Uber the world’s largest taxi company, owns no vehicles.owns no vehicles.
creates no content
Alibaba the most valuable retailer, has no inventory.has no inventory.
Airbnb the world’s largest accommodation provider, owns no real estate.
Source: Tom Goodwin TechCrunch
owns no real estate.
While some data is very valuable…..valuable… most data is next to worthlessworthless
Copyright © 2015 Earley Information Science16
Joanna Schloss
• Service as business intelligence and analytics evangelist for Dell
software’s data and information management business.
• Areas of expertise include big data analytics, business intelligence,
business analytics, and data warehousing.
• With a blend of experience in both startup and G500 environments,
has successfully launched a myriad of products, from business-
focused analytic applications to data warehousing tools such as
Business Objects Data Services.
• As a Dell subject matter expert, she helps clients deal with the
challenges of managing multiple data platforms, applications
systems, and analytic environments.Business Intelligence
and Analytics
Evangelist
Dell Software
Copyright © 2015 Earley Information Science17
Copyright © 2015 Earley Information Science18
Phillip Kemelor
• 17 years of experience in the field as a practitioner, industry analyst
and consultant.
• One of the earliest adopters and advocates for the use of digital
analytics.
• Has developed and applied a range of best practices in the
application of governance process and adoption strategies of digital
analytics in both commercial and public sector enterprise
organizations, and business-goal based metrics development,
analytics insights and data collection methods.
• Phil wrote "The Executive’s Guide to Web Site Measurement and
Testing," one of the first books to describe the business advantages
of Web analytics in 2006.
• He served as Principal Analyst for "The CMS Watch Web Analytics
Report" an annual evaluation of Web analytics software vendors
from 2007 to 2011.
• Prior to joining E&Y, he served as Vice President of Strategic
Analytics for Semphonic, one of the largest digital analytics
consultancies in the US prior to its acquisition by Ernst & Young in
April, 2013.
Senior Manager,
Advanced Analytics -
Digital Analytics
Ernst & Young LLP
Copyright © 2015 Earley Information Science19
POV – Phillip Kemelor
Multi-channel analytics adoption driven by
organization’s commitment to the program
Multi-channel
marketing insight
Data democratization
and adoption
Process
Roles, resources and responsibilities
Metrics and analysis framework
Data and solution infrastructure
Training
Copyright © 2015 Earley Information Science20
Geoff Woollacott
• Oversees the syndicated research team for the Software and BI Services
practice after more than 25 years as a custom project engagement manager.
The practice covers 30-plus vendors in multiple benchmarks and delivers 12
syndicated company reports quarterly.
• Initiatives revolve around researching the shifts in channel ecosystem programs
and the increasing importance of SI/ISV partnerships as more end customers
opt for buying outcomes over owning and controlling their IT assets in-house.
• Prior to joining TBR, Geoff owned Renaissance Group (RGI), a boutique market
research firm founded in 1991 serving blue-chip clients such as IBM, HP and
EMC. RGI conducted competitor assessments of IT vendor go-to-market
strategies, operational benchmarking studies, M&A support and distribution
channel satisfaction studies.
• Early in his career, Geoff was an end user and reseller salesperson for Arrow
Electronics and a marketing manager for Arrow Field Service, where he
designed the company’s first Third Party Maintenance program before working
at Technology Financial Services as principal of the company’s IT hardware
vendor practice.
• Geoff writes commentaries for Nearshore Americas and globalcomment.com
and has been a columnist for Nashoba Publications.
• Geoff received a cum laude degree in economics and government from Bowdoin
College and spent a semester studying at the London School of Economics,
where he completed a thesis on the complexities and legal challenges of
European Economic Community Integration.
Principal Analyst/
Practice Manager
Technology Business
Research
Copyright © 2015 Earley Information Science21
POV – Geoff Woollacott
• Vendors must “land and Expand” as customers expect
immediate time to value and they want simplicity.
• Simplicity takes on many meanings, depending on the
customer’s industry and existing infrastructure.
• Emerging technologies such as in memory databases
have to overcome the upfront transformation expense
with solid ROI concept tests.
• Heavy activity will revolve around
– Typical industries such as Financial Services and Healthcare
– Key operating cost items such as marketing effectiveness and
preventative maintenance
– New business models will emerge as analytics enables Everything-
as-a-Service
Copyright © 2015 Earley Information Science22
Discussion
Copyright © 2015 Earley Information Science23
Thank you to our sponsors/producers
www.computer.org/itpro
www.informationdevelopmentworld.com
www.thecontentwrangler.com
http://www.tbri.com
Copyright © 2015 Earley Information Science24
Applied Marketing Analytics
http://www.henrystewartpublications.com/ama
Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-
reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board
each quarterly 100-page issue – published both in print and online – features detailed,
practical articles written by and for marketing analytics professionals on innovative thinking,
strategies, techniques, software and applied research showing how major brands are
collecting, interpreting and acting on marketing analytics, both around the world and across
varied digital and non-digital marketing channels.
10% off - use code “Earley” when you subscribe.
To subscribe with the discount, either
Email:
Simon Beckett simon@hspublications.co.uk
Or call:
800-633-4931 (in the US/Canada)
+44 207 092 3465 (in the rest of the world)
Copyright © 2015 Earley Information Science25
For More Information
• IT Professional Magazine - www.computer.org/itpro Next issue focuses on Analytics
• The Earley Information Science Blog - http://www.earley.com/ideas-insights
• Forrester’s Michael Barnes’ Blog, Customer Insights And Big Data Analytics Will Sprawl in 2015 -
http://blogs.forrester.com/michael_barnes/14-11-19-customer_insights_and_big_data_analytics_will_sprawl_in_2015
• Forrester, reports on Business Intelligence - http://blogs.forrester.com/category/business_intelligence
• Network World, Big Data/Business Intelligence news, trend analysis and opinion -
http://www.networkworld.com/category/big-data-business-intelligence
• InformationWeek, 2015 Analytics & BI Survey - http://reports.informationweek.com/abstract/81/12544/Business-
Intelligence-and-Information-Management/2015-Analytics---BI-Survey.html
• Forbes, Roundup Of Analytics, Big Data & Business Intelligence Forecasts And Market Estimates, 2015 -
http://www.forbes.com/sites/louiscolumbus/2015/05/25/roundup-of-analytics-big-data-business-intelligence-forecasts-and-
market-estimates-2015/
• Ventana Research, Who’s Hot in Analytics and Business Intelligence - http://blog.ventanaresearch.com/2015/04/22/whos-
hot-in-analytics-and-business-intelligence/
• Targit, Top BI Trends for 2015 - http://www.targit.com/en/blog/2014/12/bi-predictions-2015
• Jen Underwood, TOP 10 ANALYTICS INDUSTRY TRENDS IN 2015 - http://www.jenunderwood.com/2015/01/05/top-10-
analytics-industry-trends-in-2015/
• GoodData Blog – http://www.gooddata.com/blog
Copyright © 2015 Earley Information Science26
Upcoming Roundtable Topics
• July - Analytics of Customer Experience
• August - Making Sense of the Marketing Technology
Landscape
• September - Building a Digital Transformation Roadmap
• October - Digital Commerce Maturity
• November - Contextualizing Customer Journeys
• December - The Technology Horizon – Practical AI and
Cognitive Computing
Copyright © 2015 Earley Information Science27
Earley Information Science helps
organizations establish a strong
information architecture and
content management foundation
Specializing in making information more findable,
useable and valuable to drive digital commerce
innovation, enhance customer experience, and
improve operational efficiency and effectiveness.
Realize your digital transformation vision
with EIS.
Earley Information Science
(EIS)A trusted information integrator
Founded – 1994
Headquarters – Boston, MA
www.earley.com
Seth Earley, CEO
Email: seth@earley.com
Twitter: @sethearley
LinkedIn: www.linkedin.com/in/sethearley
Copyright © 2015 Earley Information Science28
A Broad Spectrum of Business Solutions
DIGITAL BUSINESS SOLUTIONS
B2C Digital Commerce
• Product Curation for a World-Class Product Catalog
• Site Merchandising Taxonomy & Attribute Design
• Information Architecture for Shopper Context
B2B Digital Commerce
• Product Search & Findability
• Product Information Management
• Product Knowledge Management
Digital Workplace
• Enterprise Content & Records Management
• Information Architecture
• Enterprise Knowledge Management
Copyright © 2015 Earley Information Science29
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