Analytics Maturity
& How to Get There
February 12th, 2016
About SnA
2
SnA team combines skillsets in
three-key-areas: direct marketing
strategy, applied statistics and
database techniques.
In the past seven years, SnA has
completed over 30 advanced
analytics engagements with high-
profile clients in the EMEA region.
SnA is a boutique businessanalytics consultancy with 15resources actively engaged inclient deliverables
SnA helps blue-chip clients inBanking, Insurance, Telco, Retailand Energy understand theirtransaction level history &conduct predictive analysis
SnA's has been a SAS partnersince foundation and SnA’s corecapabilities include:
• Analytic CRM Strategy
Development
• Predictive Modeling for CRM
• Campaign Design and Analysis
for CRM
• Customer Segmentation
• Customer Life Time Value
• Credit Scoring
• Insurance Rate Making
• Line Optimization
• Collection Optimization
Selected List of Projects
• Analytical CRM foundation set-up
with multiple customer
segmentation schemes and
predictive models for direct
marketing campaign optimization
• Credit risk analysis and scorecard
implementation based on business
lines for multiple clients in Turkey
• Rate making for insurance
companies in auto and health
lines. Producing Generalized
Linear Models for automated
pricing for multiple product lines.
• Social network analysis from CDR
data to identify communities,
influencers and followers to
implement profiling and viral
marketing activities
• Implementing automated pre-
approved line strategies while
optimizing risk and customer
response.
Speaker Bio: Ömer Nadirler, Principal @ SnA
3
2000 completed University in TR
2001 graduate school in the US
2002 completed Graduate School in the US focusing on quantitative methods
2003
multiple advanced analytics consulting roles in the US working with financial
services, telco, retail, e-commerce clients; predictive models and optimization
2004
2005
2006
2007 moved back to TR and started working at SnA
2008
multiple analytics consulting projects working with clients from TR and the CIS
region, deliverables in advanced analytics
2009
2010
2011
2012
2013
2014
2015
2016 managing a team of 15 advanced analytics professionals across clients
Happy Times for an Analytics Professional
4
Happy Times for an Analytics Professional
5
Management
Professionals
are Excited
When You are
the Product
Privacy
Concerns
Everybody
Wants In
Don’t Forget to
Mention the Gang
Have No Fear
Is Data the New Oil?
6
• Newly adopted technologies make it easier and cheaper to capture data from different resources.
• Generating insight from raw data requires implementation of analytical technologies with qualified experts.
• Even mature markets experience a shortage of analytical and managerial talentto improve data driven decision making.
* Association of National Advertisers – Michael Palmer: “Data is just like crude. It’s valuable, but if unrefined it cannot really be used. It has to be changed into gas, plastic, chemicals, etc., to create a valuable entity that drives profitable activity; so must data be broken down, analyzed for it to have value.”
* McKinsey and Co – Big Data, The Next Frontier: A shortage of the analytical and managerial talent necessary to make the most of big data is a significant and pressing challenge and one that companies and policy makers can begin to address in the near term. The United States alone faces a shortage of 140,000 to 190,000 people with deep analytical skills as well as 1.5 million managers and analysts to analyze big data and make decisions based on their findings.
Data Driven Decision Making
7
• Increasing level of data driven decision making in organizations require
transformation in multiple domains.
Data Denial Data Indifferent Data Informed Data Driven
Organization
distrusts data
and avoids
using it
Data is
perceived “unnecessary”
given other
available
inputs
Data is used
selectively in
decision
making
Data is used
to shape and
inform all
decision
making
Data Driven Decision Making
8
• Increasing level of data driven decision making in organizations require
transformation in multiple domains.
Data Denial Data Indifferent Data Informed Data Driven
Organization
distrusts data and
avoids using it
Data is perceived “unnecessary”
given other
available inputs
Data is used
selectively in
decision making
Data is used to
shape and inform
all decision
making
People Gut Based DecisionsIsolated Analysts
Report & Describe
Analytical Skills
Describe & Predict
Analytical Masters
Predict & Optimize
Process No Processes Narrow Focus on Analytics Integrating Analytics Centralized Analytics
Technology No Integration Across Fragmented Data Management Higher Quality Data Emerging Technologies
What Does the Journey Look Like?
9
• Here is a list of indicators for data driven organizations
Limited Data
Collection and
Management
Ad-hoc
Analytics to
Guide Some
Actions
Analytics
Informs Business
Decision Making
Describe &
Predict
Data Insights Are
Critical for Daily
Decision Making
Predict &
Optimize
Analytics to
Justify Actions
Low Data
Expertise and
Insights Sharing
Report &
Describe
Analytics
Recommends
Actions
Analytics
Prescribe
Actions
Aspirational Experiential Transformational
Use of Analytics
Business Outcome
Data Denial Data Indifferent Data Informed Data Driven
Signs That You’re a Data Driven Organization
10
• Here is a list of indicators for data driven organizations
Measure Everything
Deploy Analytics
Tools Expertly
Analysis Yields to
Recommendations
Create Change
Based on Data
Benefits from what the technology has to offer
Each and every decision point is designed for testing and
measuring
Analytics output produces a recommendation for improvement
Apply recommendations and never stop testing for increments
Signs That You’re a Data Driven Organization
11
• Here is a list of indicators for data driven organizations
Open & Sharing
Strong Testing
Culture
Broad Data Literacy
Strong Data
Leadership
Encourage hypothesis generation and testing
No Silos - bring data together
Decision makers with skill-set to interpret data
A leader evangelizing data as an important asset
How to Get There….
12
• Evaluate your level of analytics maturity
– Tools, Processes, Culture, Expertise, Governance
• Prioritize subject matter areas to improve: selective investments
• Sometimes it’s more of a change management effort than anything
else
• Working with professionals is the “cheaper” way
How to Get There….
13
Yes, these are important:
Lots of Reports
Hadoop Clusters
How to Get There….
14
Yes, these are important:
Lots of Reports
Hadoop Clusters
<
But not at the expense of these:
Pros Know
What They
are Doing
Experimentation
Open &
Sharing
Culture
Thank You
16
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or reproduced, in whole or in part, for any purpose, without the prior written
consent of SnA Consulting.
SnA Consulting – Contact Information
Buyukdere Caddesi Levent Loft No: 201/93 Sisli / Istanbul / TR
+90-212-318-9135 www.sna-consult.com
Contact Information