Experience certainty: smart people + smart schema is the antidote to an Analytics data cesspool
By Maureen Peterson and Fred Christian, Analytics consultants
Introduction
Tom Davenport, Director of Research for the International Institute for Analytics, explains the Analytics 3.0 era for enterprises who are wanting to become data driven.
Analytics 1.0 refers to the era where enterprises use BI to drive reporting and descriptive analytics based on simple structured data. Analytics 2.0 refers to the emergence of big data (unstructured data) and technologies like Hadoop. Data scientists emerge that foster experimentation. Visual analytics gains prominence; however, predictive and prescriptive techniques are still not the main use of
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Being successful with analytics is about having the right mindset, the right organizational model, and the right strategy.” (Gartner, 2014)
Brent Dykes, a Web Analytics evangelist at Adobe, describes the challenge of navigating analytics data without proper planning using an analogy of a swimming pool. There is a shallow and a deep end where there is no gradual slope requiring you to be either a rookie swimmer, or an experienced scuba diver. There is no in-between.
“It is common for the shallow and deep sections of a real swimming pool to be connected by a gradual slope. However, too often this sloped section is missing when it comes to how data is shared at companies. The data is only available in two depths – one for the data novice (1.5 feet) and one for the data scientist (30 feet) with a steep drop-off between the levels. As interest in data continues to grow, it is critical to create a better bridge between these depths. Organizations are discovering there’s a wider group of business users who need to explore the data more freely and deeply on their own. Like my twins, they’re eager to venture beyond the shallow end but may not be prepared to swim on their own in the deep end.” (Dykes, The age of data democratization: How to effectively share data across your business | Bloomberg, 2015)
Dykes also explains how a technology focus is incomplete: “When they see
Taking careers such as web design and analytics, there are numerous studies that have been conducted about how fortune 500 companies invest in web analytics (Chaffey, D., & Patron, M. (2012)). Despite these skyrocketed investments on web analytics, they still find it difficult to make meaningful
Considering this evolution, "in the past, analytics was reserved for back-room deliberations by data geeks generating monthly reports on how things are going. Today, analytics make a difference in how the company does business, day by day, and even minute by minute". (Hackathorn, R., 2013).
The data analytic process is one in which a large amount of information is collected using software specifically geared towards collecting, identifying and storing information for use by the company. The information is gleaned from different forums, with social media being the most rich and useful. The information is then quickly sorted and organized for use by the collecting agency (Turban, Volonino, Wood, & Sipior, 2002, p. 6). The use of data analytics really took flight in 2010 when different companies offered software that enabled a company to implement their own data analytics. This led to better marketing campaigns, improved customer relations and it gave companies using the software a bigger advantage over their competitors (Savitz, 2012).
Through informational interviews with seven industry experts and a thorough literature review, the team explored the concept of “big data” and generated key insights which will guide the Federation’s approach as the organization develops its members’ data analytics capacities. Additionally, the team identified a clear business case for implementing data analytics at CDCUs using strategies appropriate for the level of resources within each individual organization. The team also developed a set of survey questions for the client to use when gauging the level of interest and capacity within any individual CDCU.
I don't think that's a coincidence. What needs to be done before a company can begin to compete on analytics? DAVENPORT: There are two major prerequisites. One is human, and the other is technical. The human prerequisite is that you need to have leaders who appreciate and
In today’s companies, the analytics software plays the important role and guides the future activities to a great extent.
Each type of analytics as seen on the diagram above, could share a common sub group which could in turn have additional classifications. understanding and reviewing the different types of analytics systems and choosing those that best suite an organization is very helpful in determining the analytic plan for the future of the business. Succeeding in this, will definitely give a boost to the overall value of a business platform.
Evolent has a commitment in being able to compete on analytics as this is one of the key drivers of our business model. Thus, senior management is committed to have a consistent and global approach to analytics. There is a deep-rooted drive to collect data to continually build on information and how this affects the outcomes that can be obtained. The ability to predict what outcomes are needed based on captured historically and current data is essentially for the organization to contain costs and differentiate itself from the industry.
In spite of very huge data, reports, files, large investments made in web analytics, firms find it difficult to make business decisions. Many business leaders underlined the need to invest in people, but none have spelled it how much could be invested on the tools and people. Kaushik (Blog at kaushik.net) found and developed a rule for investment on tools and analyst to solve the problems in arriving at business decisions to become successful in business. He named it as 10/90 rule for web analytics success.
Website are a work in progress and we use analytics data as a tool to constantly help improve the content and calls to action.
In Competing on Analytics by Thomas Davenport and Jeanne Harris, the pillars of analytic completion are stated as: “(1) analytics supported a strategic, distinctive capability; (2) the approach to and management of analytics was enterprise-wide; (3) senior management was committed to the use of analytics; and (4) the company made a significant strategic bet on analytics-based competition” (Davenport & Harris, 2007, pp. 511-512) . This section will describe Aramark’s position within these pillars.
Stage 4, Analytical Companies – Analytics have been applied at an enterprise-wide level and are being used to drive decision-making, performance, and innovation, but results may not yet have been realized
The sections below go into greater detail about how organizations can use analytics as a competitive weapon to introduce new goods and services and support existing ones.
In this paper I am going to share my last company NTT DATA GLOBAL DELIVERY SERVICES LTD’s tactics, strategies, operations and management and its usage of analytics in the global market to achieve its goals.
ABC is well positioned to compete on analytics. On the investment side, ABC is on the leading edge of using quantitative analysis to deliver investment value, however on the business side ABC’s regulatory, contractual, and operating constraints dictate that it is in the early stages of creating a client facing analytics advantage.