Delivering Value Through Business Analytics: How People, Process and Technology Work Together

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Our PanelThomas H. Davenport, President’s Distinguished Professor, Babson CollegeThomas H. Davenport holds the President’s Chair in Information Technology and Management at Babson College. He has published widely on the topics of analytics in business, process management, information and knowledge management, and enterprise systems. He pioneered the concept of “competing on analytics” with his 2006 Harvard Business Review article and book by the same name. Tom is also the co-founder and research director of the International Institute for Analytics, which brings together the world’s leading analytics practitioners and researchers to provide unique insights to business and IT leaders on the most current research findings and industry best practices.  (www.iianalytics.com )

Tho Nguyen, Business Solutions Manager, TeradataTho Nguyen is a Business Solutions Manager at Teradata Corporation. With more than 12 years in the information technology industry, Nguyen works closely with R&D, partners and customers to drive and deliver value-added business solutions in data warehousing and data management. His combined technical and business background includes extensive experience in product management, global marketing and business alliance management. Nguyen holds a Bachelor of Science in Computer Engineering from North Carolina State University and an MBA degree in International Business from the University of Bristol, England.

Tapan Patel, Global Product Marketing Manager – Predictive Analytics and Data Mining, SASTapan Patel is Global Marketing Manager at SAS. With more than 10 years in the enterprise software market, Patel leads product marketing for Predictive Analytics and Data Mining as well as In-Database Analytics and High-Performance Computing. He works closely with partners, industry analysts, press and internal stakeholders to ensure that SAS continues to deliver high-value solutions to meet the needs of customers worldwide. Patel is a graduate of the Jenkins Graduate School of Management at the North Carolina State University, where he concentrated on Information Technology Management and earned an MBA degree. 

Robin Carey, ModeratorRobin Carey is the co-founder and CEO of Social Media Today, LLC. A veteran of the big-book print media world that included Fortune, Newsweek and BusinessWeek, Carey introduced Social Media Today in 2007 as an online B2B community model, connecting leading influencers across a variety of business conversations.  As one of the first online B2B marketing models, Social Media Today pioneered innovative online strategies to drive customer recruitment, cultivation, engagement and management.

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Why Analytics Now?

Powerful IT

Data critical mass

Skills critical mass

Business need

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What Are Analytics?

(Predictive and Prescriptive) Analytics

What’s the best that can happen?

What if we try this?

What will happen next?

What are the causes and effects?

What actions are needed now?

Where exactly is the problem?

What information really matters?

What happened?Com

petit

ive

Adv

anta

ge

Reporting(Descriptive Analytics)

Optimization

Randomized testing

Predictive models

Statistical models

Alerts

Query/drill down

Scorecards

Standard reports

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The New World of Business Analytics

Old BIAnalystSandbox

EmbeddedAnalytics

AnalyticalApps

ProfessionalAnalysts

BusinessUsers

Multi-Purpose

Single-Purpose

Application Breadth

Primary Users

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Three Different Analytics Environments

• Analytical apps– Single industry, single role, single decision– “What’s the current sentiment on my key brand?”– “Should I replace that salesperson?”

• Embedded analytics– Analytics at scale, integrated with databases and transaction

systems– “I need to score all my customers for propensity to buy”

• Analytical sandbox– An exploratory environment for those with the skills to explore– “We need a new pricing algorithm that works for the new

product”

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How To Participate

• Submit your questions in the GoToWebinar presentation window• Follow along and share your thoughts on Twitter at

#SDCWebcast

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Business Insight Advantage

• A comprehensive and complete offering from SAS and Teradata to:– Simplify data integration and management– Centralize analytics capabilities– Deliver insights to make effective decisions

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Reporting

Analytics

Data Integration

Enterprise Data Warehouse

Operational Data and SystemsSAP SiebelOracle PeopleSoft

OLEDB

CA-IDMS

Sybase

IMS-DL/1

SQL Server

PC Files

MySQL

System2000ADABAS CA-Datacom/DB

ODBCDB2 Oracle

Enterprise ClientsCustom

ApplicationsWeb Based Application

Enterprise Portals

Standards Based Apps

Excel PowerPoint OutlookSharePoint Mobile PDF

Technology

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Process

Data Preparation

Modeling

Scoring

Streamlined Process

Insights

Reporting

User DecisionsExecutives

IT

LOB/Front Line User

Quantitative Modeler

Business Analyst

Reduced copying and movement of data greatly improves Data Integrity

Data Integration

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People

Analytic Data Management Model Management Information Delivery Management Support Management

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In-Database Analytics Performance

Rows scored per second

SAS via embedded functions on 12 nodes vs. Traditional Architecture

Improvements:Over 46 times faster!

External Process In-Teradata DatabaseRegression

0

1,000,000

1,200,000

400,000

1,400,000

1,600,000

1,800,000

2,000,000

Obs

erva

tions

(row

s) /

Seco

nd S

core

d

200,000

2 4 6 8 10 12

Number Teradata Nodes

800,000

600,000

42,000

1,945,000

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People, Process, and Technology

And God created analytics using people, process, and technology…

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Analytical Apps

• People– Business users with decisions to make– Apps developed by professional analysts and analytical

systems developers

• Process– Data and application should be available instantly– Human decision should also be viewed as a process

• Technology– Graphical– Mobile– Internal and external data sources– Lots of directory help

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Embedded Analytics

• People– Not involved in the decision except to monitor ongoing model fit– Embedded environments created by professional analysts,

serious application developers and integrators

• Process– Closely integrated with business process and systems– Process monitored through BPM

• Technology– In-database processing– High-performance data appliances– Workflow

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Analytical Sandboxes

• People– Analytical professionals with analytical and communications

skills—”Ph.D.s with personality”– Partnerships with IT for data access

• Process– Exploratory and iterative– Give it some time

• Technology– Broad analytical toolkits– Data warehouses

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Analytical CompetitorsAnalytical CompetitorsOld Hands, Turnarounds, Born AnalyticalOld Hands, Turnarounds, Born Analytical

• Marriott — Revenue management• Royal Bank of Canada — Lifetime value, etc.• UPS — Operations and logistics, then customer

• Harrah’s — Loyalty and service

• Tesco — Loyalty and internet groceries

• MCI— Product and network costs

• Capital One— “Information-based strategy”

• Google — Page rank, advertising, HR

• Netflix— Movie recommendations

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How To Participate

• Submit your questions in the GoToWebinar presentation window• Follow along and share your thoughts on Twitter at

#SDCWebcast

Thanks for Joining Us

• This webinar will be available on-demand at www.SmartDataCollective.com. Stop by to learn more and share your comments!

• To learn more about Teradata visit www.teradata.com

• To learn more about SAS visit www.sas.com• Please stay tuned to take the brief survey

available after the webinar• Connect with our panelists on SmartData

Collective by searching for them on our site

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