Infovision 2011 Enterprise wide Analytics, Arnab Chakraborty, HP

copy Copyright 2011 Hewlett-Packard Development Company LP The information

contained herein is subject to change without noticecopy Copyright 2011 Hewlett-Packard Development Company LP The information contained herein is subject to change without notice

Presented at Infovision 2011 Bangalore

Arnab Chakraborty Director ndash Global AnalyticsHewlett-Packard Company

ENTERPRISE WIDE ANALYTICS

Leveraging Insights to Drive Business Value


contained herein is subject to change without notice

Agenda

Analytics in the Enterprise

Centralized Analytics Model

Analytics in Action

Key Learnings



ANALYTICS IN THE ENTERPRISE



44x growth

200908 ZB

202035 ZB

Multiple Forms

Structured data15 share 20 growth

Transaction data

Videos

Social networks

Email

Documents

Web-logs Articles

Unstructured data85 share 60 growth

ZB Zettabytes = 1 trillion gigabytes

Source IDC (Digital Universe) May 2010

In todays exponential times we have access to enormous amount of data

Our ability to harness the power of data analyses to help us make intelligent and smarter decisions helps build competitive advantage



Leaders need to make various business decisions hellip

Build and manage products

Market amp sell products

Manage financial Resources

Manufacture and deliver products

Manage human resources

To achieve Key Business Outcomes For the Organization hellip

Accelerate Growth

Faster response to business demands

Mitigate Risks

Reduce risk of not meeting business expectations

Lower Costs

Improve Operational Efficiency



Analytics is becoming core to enabling these decisions across enterprise processes

Manage ProductsMarket amp Sell Products

Manufacture amp Deliver Products

Manage Financial Resources

ndash Evaluate product performance

ndash Manage product and service lifecycle

ndash Perform Customer amp Market Intelligence

ndash Improve Customer Satisfaction

ndash Develop amp manage pricing

ndash Manage demand for products

ndash Develop materials strategies

ndash Define amp manage channel strategy

ndash Perform planning amp forecasting

ndash Evaluate amp manage financial performance

Requiring Actionable Intelligence to drive better decision

RESEARCHREPORTING ADVANCED ANALYTICS

Illustrative Enterprise-Wide Activities

+ +



How does analytics help the enterprise

Degree of Complexity

Source Adapted from a graphic produced by SASCom

petitive

Adva

nta

ge


What happenedReporting

Where exactly is the problemBusiness Analysis

Why is this happening Statistical Analysis

What if these trends continue Forecasting Predictive Modeling

Whatrsquos the best that can happen Optimization

What actions are neededResearch

Pre

dictiv

eD

escrip

tive

As defined by Business Dictinorarycom


contained herein is subject to change without notice Source Competing on Analytics HBR 2006

Businesses are investing to make sense out of data to help them compete

A key element of their strategy to win against competition

Supply chain analytics Movie preference algorithms

Revenue management

Loyalty and service

Information-based strategy



CENTRALIZED ANALYTICS MODEL



Our vision Objectives

HP established the Global Analytics organization with top management sponsorship

Enable HP to win with the power of analytics

Lead the HP analytics eco-system to support enterprise priorities

Innovate and customize solutions for sustained competitive advantage

Deliver the power of analytics using comprehensive leading edge tools and techniques

Attract and grow the best talent

Global AnalyticsBetter decisions Faster

Our PositioningHP CEO

HP CFO

HP Global Analytics (Chief Analytics

Officer)



Investing in key capabilities

DATA ACQUISITION amp INTEGRATION

QUERYING amp REPORTING

RESEARCH AND INTERPRETATION

ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +

To Drive Business Impact



Building ready to deploy solutionsMARKETING SALES CUSTOMER SVC SUPPLY CHAIN FINANCE HR

CUSTOMER INTELLIGENCE

MARKET INTELLIGENCE

MARKETING EFFECTIVENESS

PRICINGANALYTICS

SALES FORCE ALLOCATION

SALES EFFECTIVENESS

SALES COMPENSATION

PRODUCT SALES PERFORMANCE

CUSTOMER SUPPORT ANALYSES

WARRANTY ANALYSES

DEMAND-SUPPLY PLANNING

INVENTORY OPTIMIZATION

NETWORK OPTIMIZATION

PROCUREMENT ANALYTICS

FINANCIAL REPORTING amp ANALYSES

SERVICES COSTING

COMPLIANCE amp RISK

WORKFORCE OPTIMIZATION

ATTRITION MODELING



ANALYTICS IN ACTION



Ecommerce value chainDrive Traffic Fulfillment Customer Support

1 Traffic modeling

2 Web analytics

3 Demand gen

optimization

4 Customer targeting

1 Customer surveys

2 Returns analysis

1 Demand forecasting

2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis

Drive Quality Traffic

Enhance Revenue

+ Store Ops Efficiency

+Enable the right product

mix

+

Merchandizing



Sales analyticsOpportunity

sizingSales planning

Sales Enablement

Sales Operations

Post sales

bull TAM sizing by BU

vertical

bull Market Customer

segmentation

(RAD analysis)

bull Sales force

allocation

bull Channel coverage

bull Campaign

planning and

analysis

bull Account Profiling

deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics

bull Big Deal Pricing

analysis

bull Channel Inventory

and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis

Enhance Customer Intimacy

Improve Sales Effectiveness

Drive Revenue performance

Increase Sales Coverage + + +





LISTENING ANALYZING TRENDS RECOMMENDATIONS

Social media analysis Enhancing Customer Experience and Satisfaction

Listening to online conversations to understand themes pitch and intensity

of online content

Analyze conversations to get qualitative insights on

queriescomplaints on HP products

Provide product summary on featuresquality issues vis-

agrave-vis competition



Closing Comments



The enterprise-wide analytics journey

Focused InnovationExponential Value

Consolidate amp establish best practices Enterprise wide footprint Integral to the Business

Core competencies Establish common tools analysis frameworks centers of expertise

Pilot Projects to establish value storiesScalable talent amp strong leadership

1 ndash 2 years 2 ndash 4 years 4+ years

Build legitimacy and credibility within the enterprise



Key Learnings From HPrsquos Journey

Tools amp Processes

Talent acquisition amp development



Thank You

Arnab ChakrabortyDirector Global AnalyticsHewlett Packard Companyarnabchakrabortyhpcom +91 98860 52124



Agenda

Analytics in the Enterprise

Centralized Analytics Model

Analytics in Action

Key Learnings






44x growth

200908 ZB

202035 ZB

Multiple Forms


Transaction data

Videos

Social networks

Email

Documents

Web-logs Articles















Accelerate Growth


Mitigate Risks


Lower Costs





















+ +






petitive

Adva

nta

ge








Pre

dictiv

eD

escrip

tive







Revenue management

Loyalty and service
















HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You







44x growth

200908 ZB

202035 ZB

Multiple Forms


Transaction data

Videos

Social networks

Email

Documents

Web-logs Articles















Accelerate Growth


Mitigate Risks


Lower Costs





















+ +






petitive

Adva

nta

ge








Pre

dictiv

eD

escrip

tive







Revenue management

Loyalty and service
















HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You




44x growth

200908 ZB

202035 ZB

Multiple Forms


Transaction data

Videos

Social networks

Email

Documents

Web-logs Articles















Accelerate Growth


Mitigate Risks


Lower Costs





















+ +






petitive

Adva

nta

ge








Pre

dictiv

eD

escrip

tive







Revenue management

Loyalty and service
















HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You











Accelerate Growth


Mitigate Risks


Lower Costs





















+ +






petitive

Adva

nta

ge








Pre

dictiv

eD

escrip

tive







Revenue management

Loyalty and service
















HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You





















+ +






petitive

Adva

nta

ge








Pre

dictiv

eD

escrip

tive







Revenue management

Loyalty and service
















HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You







petitive

Adva

nta

ge








Pre

dictiv

eD

escrip

tive







Revenue management

Loyalty and service
















HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You







Revenue management

Loyalty and service
















HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You
















HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You













HP CFO


Officer)







ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You








ADVANCED ANALYTICS

COLLECT What data

1VISIBILITY

What happened

2INSIGHT

Why did it happen

3PREDICT

What could happen

4

TARGETED GROWTH

MITIGATE RISKS

OPTIMIZE COST

+ +






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You






MARKET INTELLIGENCE


PRICINGANALYTICS


SALES EFFECTIVENESS

SALES COMPENSATION



WARRANTY ANALYSES






SERVICES COSTING

COMPLIANCE amp RISK


ATTRITION MODELING



ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You




ANALYTICS IN ACTION




1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You





1 Traffic modeling

2 Web analytics

3 Demand gen

optimization


1 Customer surveys

2 Returns analysis


2 Inventory

optimization

3 Warehouse space

planning

1 Category planning

support

2 Pricing analysis


Enhance Revenue



mix

+

Merchandizing





Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You






Sales Enablement

Sales Operations

Post sales


vertical


segmentation

(RAD analysis)

bull Sales force

allocation


bull Campaign

planning and

analysis


deal support

bull Install base

analysis (Cross-

sell up-sell)

bull Sales Pipeline

Analytics


analysis


and sell through

reporting

bull Sales

Performance

productivity

analysis

bull Total Customer

Partner Experience

analysis












of online content







Closing Comments













Tools amp Processes




Thank You









of online content







Closing Comments













Tools amp Processes




Thank You







of online content







Closing Comments













Tools amp Processes




Thank You




Closing Comments













Tools amp Processes




Thank You














Tools amp Processes




Thank You





Tools amp Processes




Thank You




Thank You


Technology

Infovision 2011 Enterprise wide Analytics, Arnab Chakraborty, HP