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Analytics Roadmap

The Strategy and the Execution

Insight Voices

• Analytics and Data Science– Thinking (audit, roadmap, strategies) and – Doing (analysis, crunching, modeling)

• Consumer Electronics, Packaged Goods, Logistics/Supply Chain, Healthcare, Medical Device, and love new stuff

• Today = what we’ve learned and seen over the last 20+ years.

A note from the Shameless Commerce Division (SCD)

• We do this, and can help you do it too.

• Or just follow this presentation, it’s all here.

• Fresh eyes, ears, biases, ideas

• Third-party – outside perspective

Getting going…

• Defining or redefining?

• Executing?

• Questions and opinions

– Feel free to push back so we can all learn!

What’s a Roadmap?

What’s important

People Data

TechnologyAnalytics

Chorus: What’s importantVerse 1: PeopleChorusVerse 2: DataChorusVerse 3: TechnologyChorusVerse 4: Analytics

vs

The Chorus

What’s important???

For your business, your organization?

Now?

Next year?

Three years from now?

Are you asking the right questions?

What do you know?

What do you wish you knew?

What do you know you don’t know?

What do you don’t know you don’t know?

What do your competitors know?

What is going to change all of the above?– New stuff: markets, competitors, technologies,

socialness

– Both the scary and the fun

Data and People

• Which first?

– Two verses of the same song that can be sung in either order

– A round (like Row Row your Boat)

• Both are key and failure to think about both will doom you!

• Oh yea, technology is important too

Who’s in your Analytics group?

CEO

VP of Sales (or

Marketing)

Product Designer

Consultant

Finance

Mfg / Supply Chain

Engineer IT

Analytics Data

Science

What’s in a name?

Analyst

Data Scientist

Statistician

Quant

Storyteller

Data Jockey

Programmer

What capabilities are critical to have in-house vsconsultants?

Key skills:– Big picture patterns

– Detailed patterns

– Visualize

– Write

– Communicate

Data

Again with the questions…and our chorus!

What’s important?

Today?

Tomorrow?

Next Year?

What do you have?

What data do you have?

Where is it?

What data do you not have?

Can you get at the data you have?

– If not, why not?

Does what you want exist?

– If not, why not?

– Can you make it up?

Historical

Real-time

Predictions

Private

Public

Big

Little

Fast

Slow

And see if the process is impacting

the data

Then look back into

your processes

and the data needed

to answer them

Start with your

Questions

A small bit on ProcessesWhat impact do your “business” processes have on

your data?

Bad process

Bad data

Analytics Roadmap <> Process Re-engineering

Collection Process

Think of a data flow as a process

How can you improve?

Live “a day in the life” of one transaction

Inputs

Process

Outputs

A Day in the Life

• How is your data made? Who makes it?

• How do you collect your data?

• Who touches it along the way? Who should?

• Where does it go?

• Data munging is inescapable……maybe not.

I

P

O

A Single Source of Truth….isn’t.

Unwieldy

Inflexible

Never finished

Better to have strong connections between raw sources

that haven’t been twisted to fit a single system

…and that leads to everyone’s favorite topic >>

Master Data Management

• Painful

• Not glamorous

• A process not an event – that means it’s never over

• But when it’s working…Wow!

Where’s my chorus?

What’s important?

To our Customers?

To the folks talking to our customers?

MDM questions

Give it a nameWhat makes sense to my customers?

What is needed to answer my Questions?

What describes my data?Products and ServicesCustomers, channels, partnersPeople, organizationsGeographyTime

Governance

• Big (ugly?) word for a simple idea

• Set the rules and follow them

• Best way to succeed is a grass-roots campaign of like-minded individuals

• Don’t do the kitchen sink all at once – Focus!– Start slow and get the process right or it will fall apart

quickly– Sing the hook here

• Be prepared to screw it up at least once• Don’t solve for financial reporting – think from

the customer in• Balance getting something fixed now vs getting it

perfect• Maybe you should start from scratch?• Content > Tool: Better off maintaining a good list

in Excel that waiting for a complex system

Lessons learned the hard way

“Dirty”Why is your data dirty?

• No MDM or bad MDM

• Faulty transactional systems –go to the source and fix it there

Maybe it just is, so how do you deal with it?• Do you need to? Still see the

patterns even if there are holes?

• 80/20 rule• Don’t aggregate!

Technology: 3 Systems

Transactional

Analytics

Planning & Forecasting

Finally…

No more must we be hamstrung by our data warehouses cubes!

Don’t let anyone tell you your systems “can’t handle that much data.”

Another note from SCD ask me about my favorite solution

• Can you directly access the data from the transaction system?

• Stop unnecessary consolidation and aggregation

– Most data warehouses automatically aggregate

– There is gold to be found in the variations

– Will also make “dirty” visible and managable

Analytics System considerations

On-going

One-off

Analyst ready

Prog-rammer strong

Web-based

Desk-top

VerticalHori-zontal

Chorus! What’s important?

Last verse - Answers

Reporting Analytics Predictions

Remember…

…and keep this in mind as you think about your questions and their answers.

All 3 are needed, but they are different.

Analysis Processes

There are two types and you probably will need both:

One-timeAnswer a strategic question onceDiscrete decisions

OngoingMonitoring the strategyMeasuring over timeOne answer leads to another question

What to Analyze?

• Uh, this would be the audience participation portion of this morning’s session.

Jane: Do you lose very much?Billy: I lose. I've lost 134 times.Jane: You count them?Billy: We count everything.

“For Love of the Game”

Never forget you are telling a story

Accessible

Digestible

Must connect the organization

Push vs Pull – some stories told daily, some not

Keep going back to the Chorus – What’s important?

What good is a great answer if you can’t tell anyone?

The Chorus

What’s important???

For your business, your organization?To your Customers?

Now?Next year?Three years from now?

Are you asking the right questions?

Thank you

marilyn@insightvoices.com

@insightvoices