Leveraging self-service business intelligence to drive marketing analytics and insight

DEMO: LEVERAGING SELF-SERVICE BUSINESS INTELLIGENCE TO DRIVE MARKETING ANALYTICS & INSIGHT

Carmen Taglienti@carmtagBusiness Intelligence & Data Management Practice LeadSlalom Consulting

• Introduction to the Analytics Maturity Model

• Self-Service BI

• Demo: Self-Service BI

• Real-time Analytics

• Demo: Real-time Analytics

• Q&A

WHAT ARE WE GOING TO COVER?

THE ANALYTICS MATURITY MODEL

• Provides a mechanism for understanding analytic maturity compared to projected business value

• Categorizes the three types of Analytics:– Descriptive– Predictive– Prescriptive

• Provides a foundation: for– Business adoption– Technology alignment– Business process enablement

THE ANALYTICS MATURITY MODEL: THE EVOLUTION OF DECISION MAKING Prescriptive Analytics

Predictive Analytics

Descriptive Analytics

Business Understanding Data

Exploration

Data Preparation

Analysis / Modeling

Evaluation Deployment /

Findings

Application

THE ANALYTICS PROCESS: THE EVOLUTION OF DECISION MAKING

What Users Want to Do Existing Challenges

Access

Clean

Mash-up

Explore

Visualize

Share

SELF-SERVICE ANALYTICS IN PRACTICE

• Multiple BI tools• High learning curve • “Spreadmarts”/Silos & Reporting

chaos• IT professionals are intermediaries

between business users and data• “Self-Service” BI tools requires

more training than expected• Access control and performance• Understand the users who

require analytical tools

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SELF SERVICE BI – MICROSOFT PLATFORM

DEMO: SELF-SERVICE ANALYTICS

Self-service portal Forecasting Natural Language Query

REAL TIME ANALYTICS

Live visualization means faster decisionsOrganizations with real-time visualizations were able to access pertinent

information within the decision window more often than those without.

Real-time visualization leads to more opportunities, greater output, and lower costsReal-time visuals fed by live sales and marketing data reveal more prospects for the top of the funnel. Real-time visualization helped organizations reduce

their total operating costs by

“Real-time visualization helps decision makers closely monitor their respective worlds, and fuels informed, impactful action.”

Source: Aberdeen Group, “Real-Time Data Visualization,” October 2013.

RETURN ON REAL-TIME VISUALIZATION

Organizations utilizing real-time data visualization have outpaced all others in several key metrics

- Aberdeen

“…integrating the streaming present with the analytical past to get the maximum value from your data”

- Gartner

“Wow. Forrester survey data revealed a 66% increase in firms’ use of streaming analytics in the past two years.”

- Forrester

DEMO: REAL-TIME ANALYTICSHistorical email campaign trends

Real-time email campaign monitoring

• The Analytics Maturity Model

– Understanding the types of analytics and how they can be used to drive insight

• Self-Service BI

– An overview of the self-service model and how technology has evolved to support it

• Real-time Analytics

– Innovation in Analytics to drive “speed of thought” business insight and responsiveness

What we covered

QUESTIONS?

THANK YOU!

Carmen Taglienti – carment@slalom.com

Practice Director, Information Management and Analytics,

Slalom Consulting

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