market update: following the paradigm shift of data analysis

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MARKET UPDATE: Following the Paradigm Shift of Data Analysis


Agenda

Changing Data Requirements: Big, Agile, Accurate

Transforming Data Analytics from Search to Discovery

Turning Data to Information Value

Creating an Analytics-driven Culture

Analytics for Non-technical Executives

New Sales Opportunities from Analytics

Q&A


Changing Data Requirements: Big Data

Relational Database Silos, Structured Data, Data Warehouses

New Databases & Sources

Enterprise DataOutside The DW

Unstructured, Semi-structured Documents

Big Data Analytics

Unify Silos, More Data

Traditional Analytics

Third-Party Data


The Importance of Agile Business/IT Collaboration

Organizations that have achieved lasting benefits from formal data quality improvement programs tend to take a holistic approach involving people, repeatable processes, and appropriate technology.

An agile approach is predicated upon decentralization, moving the ownership of data closest to those who understand the data and are impacted by quality control over the data.

All of this requires trust, which is fueled by increased agility of analyses and accuracy of results.


A Virtuous Cycle Of Agility, Accuracy, And Trust

Agility

Accuracy

Trust

Agile collaboration between self-sufficient business SMEs and data brokers yields better, faster results

Accurate results increase trust, lowering objections to further decentralization

Trust fosters collaboration between IT departments and business users, starting with the data-driven requirements gathering process which is essential to trustworthy analyses


What Type of Data Manager Are You?

Data Waster Data Collector

Data Valuer Strategic Data User


How to Become a Data Strategist

Senior-level ownership of the organization’s data strategy

Partnership with IT


Analytics as an Organizational Philosophy

Constant tuning and monitoring of processes

Requires a mix of data sleuths, analytics software, reporting coupled with data management and business stakeholder involvement

Analytics that provide process guardrails, coupled with ability to discover new exceptions

Ability to quickly identify and resolve issues by business owners

Explore Data

Define Analytics

Define KPIs

Measure KPIs

Adjust Behavior


Putting Data to Work at Fairpoint NNE

500,000+ customers offering services from Plain Old Telephone to Carrier Ethernet services

Converted Northern New England Verizon territory (ME, NH, and VT) in 2009

Shifting of revenue from voice to DSL and Carrier Ethernet service required advanced data analytics


Transforming Data Analytics from Search to Discovery

Fairpoint NNE has evolved its data management and analytic capabilities over the past 3 years

1. Sync Data Bring data together

2. Clean DataHow does it relate across systems

3. Data Analytics Base decisions on a single source of data (single dept.)

4. Expanded Trust Spread analytics to other departments up to the CxO level

5. Strategic Adoption Drive changes at executive level from analytics (Book to Bill)


Creating an Analytics-driven Culture with Clear-cut ROI

Data knowledge -> trust -> greater value– Show how you can relate data across systems

– Demonstrate you can deliver results in a short period of time

– Ex: On many occasions turning CxO level requests regarding order activity or customer tendencies in 1-2 days.

• Led to a change in Sales criteria: which customers to target for DSL service

Data control leads to better ROI– Easy to demonstrate value compared to a traditional Requirements, Design,

Build, Test process

– Ex: Daily analysis and improvement of data gathering regarding our customer line terms and promotions with the CMO

• Led to a repository of customer data leveraged by many department that drives mail campaigns, SFDC Opportunity generation, and call center activities


Qualifying Analytics Potential to Non-technical Executives

Add technology for projects with specific goals/results – Ex. Data Sync of applications was an initial use of Lavastorm yielding

numerous cleanup efforts increasing revenue and order flow through

Demonstrate that additional analytics can replace or improve existing processes – Ex. Replacing 3rd Party “Scorecarding” application with one Lavastorm

graph/process

Demonstrate value over and above current process, such as: – With the Lavastorm solution we could visually review the process, and

sample the data at any point in the process to ensure validity

– Decommissioned the old data warehouse and OBIE solution replacing it with the Lavastorm / Cyfeon solution


The Difference Between Data Value and Information Value

Data value – just the facts– Ex: Retention data analytics reveals customer trends associated with what

our customers do at the end of a term or promo period

Information value – Extrapolation shows what the data really means

– Ex: Realize people are more likely to leave within the first 30 days after expiration of a promotion than at any time following the expiration

Business value comes from information value– Information value leads to understanding

– Ex: Drive re-term and promo sales initiatives at the end of their term – we have a better chance of retaining a customer


New Sales Opportunities from Analytics

Data management and analytics has yielded a single source of the truth for our company – Resulting in many expansions into the operating groups within Fairpoint

– Personalized analytics by developing a web interface to address ongoing analytic requests from the operating groups

Integration with CRM/Salesforce data ties data to sales activities– Customer retention data reveals customer trends and indicators

– Use Lavastorm to generate opportunities in Salesforce to drive our sales team to reach out to customers at the point we found that our customers were leaving us


Summary

Changing data requirements – bigger, more agile, more accurate

Strong data analytics foundation is the key, leading to– Information that leads to business value

– Use

– Trust

– Expansion

Demonstrations lead to executive buy-in and an analytics-driven culture

Analytics exposes greater insights, including new sales opportunities


Questions, Next Steps

Get Lavastorm Analytics Engine Public Edition (FREE)http://www.lavastorm.com/resources/software-downloads-trials/

Contact Us

Kerry Reitnauer+1 603-656-8188 [email protected]

Mark Marinelli+1 [email protected]

Brandon Smith+1 [email protected]

market update: following the paradigm shift of data analysis

Documents

advanced data analytics

structured data

data management

discoveryturning data

data brokers

sync data

data together2

data analytics base