Putting Business Into BusAnalytics

7/29/2019 Putting Business Into BusAnalytics

1/24

Global Sponsor:

Putting the Business intoBusiness AnalyticsJessica M. Moss, Senior Architect, CapTech Consulting


2/24

Jessica M. Moss

Sr. BI/DW Architect

@jessicammoss

Jessica M. MossSQL Server MVP

2008-present

www.jessicammoss.comCo-author: 5

technical books

2
http://www.microsoft.com/sqlserverlabs


3/24

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?

3


4/24

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

4


5/24

Are you ready for Business Analytics?

Value addresses how effectively the solution meetsbusiness needs and expectations

5

Cost Tactical Mission Strategic Competitive

Center Critical DifferentiatorValue


6/24

Business Analytics Process

6

1. Definemetrics

2. Get thedata

3. Distribute

information

4. Analyze theinformation

5. Change the

business

6. Trackimpact


7/24

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?

7

1. Definemetrics

2. Get thedata

3. Distributeinformation


5. Change thebusiness

6. Trackimpact


8/24

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%.

8

1. Definemetrics

2. Get thedata




6. Trackimpact


9/24

2. Get the Data

Many approaches:

Data warehousing

Self-service business intelligence

Application reporting From your desktop

9

1. Definemetrics

2. Get thedata




6. Trackimpact


10/24

Reports

3. Distribute information

10

1. Definemetrics

2. Get thedata




6. Trackimpact


11/24

Balanced Scorecard


11

1. Definemetrics

2. Get thedata




6. Trackimpact


12/24


12

1. Definemetrics

2. Get thedata




6. Trackimpact

Dashboard


13/24

Self-service business intelligence


13

1. Definemetrics

2. Get thedata




6. Trackimpact

PowerPivot/Power ViewExcel and PivotTables


14/24

4. Analyze the information

Look to see what is going on with your data

14

1. Definemetrics

2. Get thedata




6. Trackimpact


15/24

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

15

1. Definemetrics

2. Get thedata




6. Trackimpact


16/24

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.

16

1. Definemetrics

2. Get thedata




6. Trackimpact


17/24

Case Study: Retail Web

17


18/24

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

18

Information from Win with Advanced Business Analytics: Creating BusinessValue from Your Databy Jean-Paul Isson and Jesse Harriott


19/24

Case Study: Medical Research

19


20/24

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

20



21/24

Case Study: Telecommunications

21


22/24

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

22



23/24

Global Sponsor:

Questions?


24/24

Global Sponsor:

Thank You for Attending

Documents

Putting Business Into BusAnalytics