Earley Executive Roundtable Using Business Analytics to Drive Higher ROI and Organizational Change

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

http://info.earley.com/earley-roundtable-session-4-using-business-analytics-drive-higher-roi-organizational-change

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


Seth Earley, Founder & CEO, Earley Information Science

[email protected]@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


Using Business Analytics to Drive Higher ROI and Organizational Change

Core Concepts


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


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


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


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)


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


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


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


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


Today’s Panel of Experts

Bruce Daley, Joanna Schloss, Phillip Kemelor, Geoff Woollacott


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


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


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



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


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


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


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


Discussion


Thank you to our sponsors/producers

www.computer.org/itpro

www.informationdevelopmentworld.com

www.thecontentwrangler.com

http://www.tbri.com

http://www.computer.org/itpro

http://www.informationdevelopmentworld.com/

http://www.thecontentwrangler.com/

http://www.tbri.com/


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 [email protected]

Or call:

800-633-4931 (in the US/Canada)

+44 207 092 3465 (in the rest of the world)

http://www.henrystewartpublications.com/ama

mailto:[email protected]


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

http://www.computer.org/itpro

http://www.earley.com/ideas-insights

http://blogs.forrester.com/michael_barnes/14-11-19-customer_insights_and_big_data_analytics_will_sprawl_in_2015

http://blogs.forrester.com/category/business_intelligence

http://www.networkworld.com/category/big-data-business-intelligence

http://reports.informationweek.com/abstract/81/12544/Business-Intelligence-and-Information-Management/2015-Analytics---BI-Survey.html

http://www.forbes.com/sites/louiscolumbus/2015/05/25/roundup-of-analytics-big-data-business-intelligence-forecasts-and-market-estimates-2015/

http://blog.ventanaresearch.com/2015/04/22/whos-hot-in-analytics-and-business-intelligence/

http://www.targit.com/en/blog/2014/12/bi-predictions-2015

http://www.jenunderwood.com/2015/01/05/top-10-analytics-industry-trends-in-2015/

http://www.gooddata.com/blog


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


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Seth Earley, CEO

Email: [email protected]

Twitter: @sethearley

LinkedIn: www.linkedin.com/in/sethearley

mailto:[email protected]

http://www.linkedin.com/in/sethearley


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• Product Information Management

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Earley Executive Roundtable Using Business Analytics to Drive Higher ROI and Organizational Change