Putting Business Into BusAnalytics
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Transcript of Putting Business Into BusAnalytics
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Global Sponsor:
Putting the Business intoBusiness AnalyticsJessica M. Moss, Senior Architect, CapTech Consulting
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Jessica M. Moss
Sr. BI/DW Architect
@jessicammoss
Jessica M. MossSQL Server MVP
2008-present
www.jessicammoss.comCo-author: 5
technical books
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http://www.microsoft.com/sqlserverlabs -
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The skills, technologies, applications and practices forcontinuous iterative exploration and investigation of pastbusiness performance to gain insight and drive business
planning - Wikipedia
What is Business Analytics?
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Are you ready for Business Analytics?
The Data Warehouse Institute (TDWI) Maturity Model
Benchmark to compare organizations data warehousing andbusiness intelligence solutions
Ranks organizations on: scope, sponsorship, funding, value,architecture, data, development, and delivery
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Are you ready for Business Analytics?
Value addresses how effectively the solution meetsbusiness needs and expectations
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Cost Tactical Mission Strategic Competitive
Center Critical DifferentiatorValue
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Business Analytics Process
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1. Definemetrics
2. Get thedata
3. Distribute
information
4. Analyze theinformation
5. Change the
business
6. Trackimpact
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1. Define Metrics
Data is plentiful, analysis is hard
Create a baseline value to compare future values
Questions: What are you interested in monitoring?
Where can you make a difference?
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
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1. Define Metrics
Bad metric:
Sales, want more.
Good metrics:
Increase retail sales in the southern
hemisphere, which are at $50k witha typical annual increase of 2%.
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
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2. Get the Data
Many approaches:
Data warehousing
Self-service business intelligence
Application reporting From your desktop
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
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Reports
3. Distribute information
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
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Balanced Scorecard
3. Distribute information
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
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3. Distribute information
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
Dashboard
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Self-service business intelligence
3. Distribute information
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
PowerPivot/Power ViewExcel and PivotTables
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4. Analyze the information
Look to see what is going on with your data
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
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5. Change the business
This is where the process often falls short
Once we know what has happened, we need
to do something about it
Examples include:
Adjust production outputs in a particular area
Direct a marketing campaign to different customer segment
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
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6. Track Impact
Did we make a difference?
If so, great! Now start over with new metrics, baselines, etc.
If not, start over with new metrics, baselines, etc.
This is a continuous, iterative process.
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1. Definemetrics
2. Get thedata
3. Distributeinformation
4. Analyze theinformation
5. Change thebusiness
6. Trackimpact
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Case Study: Retail Web
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Business goal: Enhance customer shopping experience andincrease profitability
Metrics: Unique visitors, page views, events, conversion rate
Data distribution: Information provided to marketing analystsData analysis method: Customer Lifetime Value analysisBusiness change: Sent fewer, more specific emails to customers
Results: Reduced subscription churn rate by 20%
Macys.com
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Information from Win with Advanced Business Analytics: Creating BusinessValue from Your Databy Jean-Paul Isson and Jesse Harriott
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Case Study: Medical Research
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Business goal: Use medical data from local people to analyzeand determine ethnic group disease trends
Metrics: Has different diseases: diabetes, stroke, heart disease,nutrition information, lifestyle, additional risk factors
Data retrieval: Information provided from administration,registrations, and billing systems; State and national surveys
Insight achieved: Disease trends differ based on ethnicsubgroups
Business change: Internal hospital policies are modified toreflect analysis and provide better patient care
Palo Alto Medical Foundation
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Information from Win with Advanced Business Analytics: Creating BusinessValue from Your Databy Jean-Paul Isson and Jesse Harriott
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Case Study: Telecommunications
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Business goal: Increase customer market share and servecustomers based on their profitability
Metrics: Transactional data, Usage, Service, Plan, Demographicinformation
Data distribution: PowerPoint presentations, Web applicationPOS information
Data analysis method: Likelihood to churn model, CustomerLifetime Value analysis
Business change: Send emails to the most valuable customersto retain their business
Rogers Wireless
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Information from Win with Advanced Business Analytics: Creating BusinessValue from Your Databy Jean-Paul Isson and Jesse Harriott
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Global Sponsor:
Questions?
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Global Sponsor:
Thank You for Attending