Veriden Bilgiye : Đşinize De ğer Katman ın Yolu · · 2011-02-23Veriden Bilgiye : Đşinize...
Transcript of Veriden Bilgiye : Đşinize De ğer Katman ın Yolu · · 2011-02-23Veriden Bilgiye : Đşinize...
© 2011 IBM Corporation
Building a smarter planet
Robert PULCINIRobert PULCINI
VeridenVeriden BilgiyeBilgiye: : ккinize Deinize Değğer Katmaner Katmanıın Yolun Yolu
BAO Leader, IBM CEE
© 2011 IBM Corporation
Building a smarter planet
2011 CEE UNIVERSITY
� Why now for Business Analytics and Optimization (BAO)?
� What is an Intelligent Enterprise
� How do I get started?
© 2011 IBM Corporation
Building a smarter planet
Volume of Digital DataEvery day, 15 petabytes of new information are being generated. This is 8x more than the information in all European libraries.
By 2010, the codified information base of the world is expected to double every 11 hours.
© 2011 IBM Corporation
Building a smarter planet
Variety of InformationToday, 80% of new data growth is unstructured content, generated largely by email, with increasing contribution by documents, images, and video and audio
38% of email archiving decisions receive input from a C-level executive and 23% from legal/compliance professional
© 2011 IBM Corporation
Building a smarter planet
Velocity of Decision Making70% of executives believe that poor decision making has had a degrading impact on their companies’performance
Only 9% of CFOs believe they excel at interpreting data for senior management
© 2011 IBM Corporation
Building a smarter planet
What’s happening?
• Business leaders regard their experience and intuition as inadequate tools for optimizing their enterprises
• Enterprises are making important decisions without access to the right information
• New analytics applied in businesses can close gaps and create new advantage
• It’s not too late to start
Source: Business Analytics and Optimization for the Intelligent Enterprise, April 2009. http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03211-usen-00.pdf
IBM report surveyed of 225 business leaders worldwide
© 2011 IBM Corporation
Building a smarter planet
1 in 3business leaders frequently make critical decisions without the information they need
53%don’t have access to the information across their organization needed to do their jobs
Organizations are operating with blind spots
Source: Business Analytics and Optimization for the Intelligent Enterprise, April 2009. http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03211-usen-00.pdf
Factors supporting major decisions
79 %
52 %
62 %
To a little extent
To a great
extent
AnalyticsPersonal Experience
Collective Experience
© 2011 IBM Corporation
Building a smarter planet
Organizations need to adopt new ways to improve speed to insight and speed to impact
Traditional Approach New Approach
Instinct and intuition Fact-driven
Corrective Directive
Efficient Optimized
Years, months, weeks Hours, minutes, seconds
Human insight Applied semantics
Decision support Action support
© 2011 IBM Corporation
Building a smarter planet
There is another way of saying this…………….
The secret of business
is to know something that nobody else knows.
Aristotle Onassis
© 2011 IBM Corporation
Building a smarter planet
Intelligent Enterprises pursue value along multiple dimensions
Profitable GrowthLower Costs Manage Risk
Accelerating Performance
Outperform Peers
Deeper Insight Innovate to lead
Competitive differentiation
Trusted Information
Empowered Workforce
Continuous Improvement
Operating Effectiveness
© 2011 IBM Corporation
Building a smarter planet
Analytics is the next bow wave of business change
Task/Process Automation
Business Efficiency
Cross-Functional Integration
Enterprise integration
Aggregation and data warehouse
Recording and Reporting
Performance measurement
Detection, direction & prediction
Business process management & Business Intelligence
Resource planning (e.g., ERP, CRM)
Transactional automation adoption (POS, accounting)
Business Analytics and Optimization
$105B*7.8% CGR
Business Optimization
Objectives
Analytics and Intelligence Objectives
Major Eras in Modern Business Automation
© 2011 IBM Corporation
Building a smarter planet
Intelligent Enterprises integrate information into business decisions and insight into operations
Business Optimization
Business Analytics
How the business applies information to achieve it’s goals
• Policies • Processes
How the business manages information and learns from it
BAO Maturity Stage
Heroics
Foundational
Competitive
Differentiating
•Spreadsheets•Extracts
•Data Warehouses•Data Governance•Production reporting
•Contextual Business rules•Pattern recognition
•Process Automation and Workflow
•Master Data Management•Metrics•Dashboards/Scorecards
•Command and control
•Task automation (eg, ERP)•Workgroup Design •SOPs
•Customer and Partner Collaboration•Business Process Integration
Break-awayIntelligent Enterprise
© 2011 IBM Corporation
Building a smarter planet
Intelligent Enterprises integrate information into business decisions and insight into operations
Business Optimization
Business Analytics
How the business applies information to achieve it’s goals
• Policies • Biz Processes
How the business manages information and learns from it
BAO Maturity Stage
Heroics
Foundational
Competitive
Differentiating
•Spreadsheets•Extracts
•Data Warehouses•Data Governance•Production reporting
•Contextual Business rules•Pattern recognition
•Process Automation and Workflow
•Master Data Management•Metrics•Dashboards/Scorecards
•Command and control
•Task automation (eg, ERP)•Workgroup Design •SOPs
•Customer and Partner Collaboration•Business Process Integration
Break-awayIntelligent Enterprise
• Customer loyalty and event management
• Risk Management
• Segment-specific products and pricing
• Supply chain optimization
• Data and Analytics simplification
• Credit Risk assessment
• Single view of the customer
• Marketing Dashboard
• Quality management
• Brand and reputation analysis
© 2011 IBM Corporation
Building a smarter planet
Where are you on the Wave?
Business OperationsMaturity
Information and analytics maturity
How the business applies information to achieve its goals
�Policies �Business Processes
�Organization
Spreadsheets and extracts
Data warehouses, governance and production reporting
Process automation and workflow
Master data management, dashboards and scorecards
Predictions, contextual business rules and patterns
Source: Breaking Away with Business Analytics and Optimization: New intelligence meets enterprise operations available in late 2009 at www.ibm.com/gbs/intelligent-enterprise.
BreakawayPrescriptive, real-time, pattern-based strategies with situational context
Ad hoc
Foundational
Competitive
Differentiating
TransactionalAutomation
Business Process Management
Resource Planning
© 2011 IBM Corporation
Building a smarter planet
Driving continued success in aspirational organizations
Experienced
Transformed
Source: Analytics: The New Path to Value, a joint MIT Sloan Management Review and IBM Institute of Business Value study. Copyright © Massachusetts Institute of Technology 2010.
Aspirational
Set a high bar for business relevance and hold it there; keep the focus on the big issues that everybody values
Make sure you’re getting the most out of your current resources and begin adding support specialists
Confirm your information agenda
© 2011 IBM Corporation
Building a smarter planet
Driving continued success transformed organizations
Don’t let success make you take on too much
Build a strong central team with specialized expertise
Update your information agenda regularly
Aspirational
Experienced
Transformed
Source: Analytics: The New Path to Value, a joint MIT Sloan Management Review and IBM Institute of Business Value study. Copyright © Massachusetts Institute of Technology 2010.
© 2011 IBM Corporation
Building a smarter planet
How to get started
Pick your spot
Roll it out over time
Prove the value
Source: Analytics: The New Path to Value, a joint MIT Sloan Management Review and IBM Institute of Business Value study. Copyright © Massachusetts Institute of Technology 2010.
Biggest and highest value opportunity
Start with questions Embed insights
Add capabilities Information agenda
IBM can help…
© 2011 IBM Corporation
Building a smarter planet
Three areas to get started with Business Analytics and Optimization
Grow Revenue/Profit thruData Analytics
…to anticipate and shape
business outcomes
Plan an Information
Agenda
…to align with your
business strategy
Master Your Company
Information
…to ensure it is accurate, relevant
and governed
IT and Software Business Solutions
Infrastructure Business Productivity Growth
© 2011 IBM Corporation
Building a smarter planet
Your Information Agenda is made up of four parts…
BUILD the
TechnologyInfrastructure to create
and manage information
as an enterprise asset
BUILD a Roadmap of
IT and Business
initiatives,
demonstrating
incremental Business
Value
CREATE a Vision for the value of
information to the whole business,
and the capability needed to unlock
it.
ESTABLISH the
GovernanceOrganization, policies
and tools to ensure
quality, risk mitigation
and lifecycle
Untapped business oppty. in information
Siloized, unreliable and unexamined data
Project centric IT investment
Better information processing capabilities
© 2011 IBM Corporation
Building a smarter planet
See the Value
Develop your Information Agenda
Briefing
1
2
3
Development Phase
Solution your first project
Execution Phase
The Information Agenda engages IT and line-of-business representatives to develop recommendations that can have an impact on the business and are aligned with the organization’s strategic objectives
� Solution Architecture
� POC demo
� Business Value Assessment
� Project plan
� Define Project
� Evaluate And Select Software
� Size And Scope Project
2-5 Weeks (elapsed
time) workshop
Identify And Architect An Initial IOD Project
� Readiness Assessment
� Business Benefits
� Reference Architecture
� Roadmap
� IM Assessment
� IA Business Benefits
� IA Roadmap Development
2—6 weeks
Onsite and offsite
Build IA Vision And High Level “Roadmap”For IOD Journey
� Industry POV Presentation
� Customer Case Studies
� White Papers
� Review IA objective and value with senior sponsor
1 Day
Understand and agree the value of an Information Agenda
DeliverablesActivitiesDurationObjectives
Three Steps to Accelerate your Information Agenda
© 2011 IBM Corporation
Building a smarter planet
Three types of analytics programs deliver productivity or growth benefits
BenefitsAreas of Benefits Analytic Solutions
Business Productivity
Improve control, bottom line and stop losses
Finance / Risk / Fraud Analytics
Supply Chain / Ops Analytics
• Lower Finance costs as a % of revenue
• Transactional activity cost reduction
• Headcount reduction
• Higher productivity of finance FTEs via IT enablement
• Maximize ROI – tactical and strategic cash improvement opportunities
• Improved demand visibility and management
• More accurate supply chain management
• Better customer channel management
• Increased global operations alignment
Focus on growth
Intelligent profitable growth
Advanced Customer Analytics
Human Capital Analytics
• Increased sales• Eliminated unproductive marketing spend
• Reduced non-productive customer contacts
• Increased customer lifetime value• Improved advertising reach and effectiveness
• Reduced attrition
• More effective deployment of headcount
• Improved productivity in sales and field force
• Optimized sales activities• More effective service agents
Infrastructure Productivity
Take-out cost and improve efficiency
Analytics Simplification /
BAO Foundation
• Reduced repository footprints and data model objects• Reduced number of data integration programs and tools• Rationalized the disparate reporting tools and maintenance• Reduced analysts data gathering time• Eliminate multiple data silos• Enhanced trust level of data and broadened access• Increased data accuracy• Increased capability through cross-functional correlations
© 2011 IBM Corporation
Building a smarter planet
IBM has BAO offerings that will help clients deliver enhanced productivity and growth
BAO OfferingsAreas of Benefits Analytic Solutions
Business Productivity
Improve control, bottom line and stop losses
Finance / Risk / Fraud Analytics
Supply Chain / Operational Analytics
• Enterprise Budgeting, Planning and Forecasting Management • Industry data model templates• Fraud Identification and Management
• Intelligent Fleet Dispatch• Asset Lifecycle Optimization
Focus on growth
Intelligent profitable growth
Advanced Customer Analytics
Human Capital Analytics
• Customer Segmentation and Profiling• Loyalty Management• Cross Channel Real Time Offer Modeling and Next Best Offer
• Sales Force Optimization• Customer Service Agent Matching (RAMP)
Infrastructure Productivity
Take-out cost and improve efficiency
Analytics Simplification /
BAO Foundation
• Information Agenda• Master data management• Data and analytics governance• Data integration• Industry data models
© 2011 IBM Corporation
Building a smarter planet
Cell phone provider: How do social networks effect churn and what are the best intervention strategies with opinion leaders?
Large US Automotive Company: How do we prevent customer attrition arising from discontinued models, divested brands and dealership closings?
Our clients are using customer analytics to answer to tough questions….
Large Electronics Retailer: How do we reduce $1 billion advertising budget by 40% without adversely effecting revenue?
Consumer Products Company: How do we revive a failing brand by better understanding consumer appetite and sentiment toward the product?
Large pharmaceutical company: How do we focus sales reps time and promotional budgets on the physicians most likely to prescribe our branded medications?
Retail Bank: How do we increase product ownership and deposit levels by differentiating our branch strategy and localizing our branches?
Social Network Insights Customer RetentionCustomer Acquisition
Brand Management Salesforce optimization Marketing Optimization
© 2011 IBM Corporation
Building a smarter planet
Trusted Information Platform
Business Analytics &Optimization Platform
Business Analytics &Optimization Solutions
+
+
$12 Billion Invested in BAO Research and Development, and Acquisitions
Coremetrics, Unica,
NETEZZA
© 2011 IBM Corporation
Building a smarter planet
Business Analytics and Optimization has grown rapidly
• Over 7,500 BAO practitioners growing to 8,000 in 2010
• Industry points of view
• Industry delivered solutions
Supported by eight Analytic Solution Centers worldwide, each focused on specific business challenges
GBS Services SWG Products IBM Research
BAO Strategy
Business Intelligence & Performance Management
Advanced Analytics and Optimization
Enterprise Information Management
Enterprise Content Management
FOAK(First of a Kind)
Research Advisors
Analytics Patents
Analytic Assets FAMS, LIFT, COBRA, CRIME
INFORMATION WAREHOUSE, TACS
Information Agenda
Cognos, TM1
iLog, SPSS, Unica
Infosphere, MDM and Information Server , Unica
Filenet
• Over $12B in software investments and acquisitions
• Total Solutions for BAO
• 10 years of services research
• Largest math department in private industry
© 2011 IBM Corporation
Building a smarter planet
Bob Pulcini
Phone: +420 734 420 212