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© 2011 IBM Corporation

Building a smarter planet

Robert PULCINIRobert PULCINI

VeridenVeriden BilgiyeBilgiye: : ĐşĐşinize Deinize Değğer Katmaner Katmanıın Yolun Yolu

BAO Leader, IBM CEE



Smarter Solutions Summit 2011 - Istanbul



2011 CEE UNIVERSITY

� Why now for Business Analytics and Optimization (BAO)?

� What is an Intelligent Enterprise

� How do I get started?



Volume of Digital DataEvery day, 15 petabytes of new information are being generated. This is 8x more than the information in all European libraries.

By 2010, the codified information base of the world is expected to double every 11 hours.



Variety of InformationToday, 80% of new data growth is unstructured content, generated largely by email, with increasing contribution by documents, images, and video and audio

38% of email archiving decisions receive input from a C-level executive and 23% from legal/compliance professional



Velocity of Decision Making70% of executives believe that poor decision making has had a degrading impact on their companies’performance

Only 9% of CFOs believe they excel at interpreting data for senior management



What’s happening?

• Business leaders regard their experience and intuition as inadequate tools for optimizing their enterprises

• Enterprises are making important decisions without access to the right information

• New analytics applied in businesses can close gaps and create new advantage

• It’s not too late to start

Source: Business Analytics and Optimization for the Intelligent Enterprise, April 2009. http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03211-usen-00.pdf

IBM report surveyed of 225 business leaders worldwide



1 in 3business leaders frequently make critical decisions without the information they need

53%don’t have access to the information across their organization needed to do their jobs

Organizations are operating with blind spots

Source: Business Analytics and Optimization for the Intelligent Enterprise, April 2009. http://www-935.ibm.com/services/us/gbs/bus/pdf/gbe03211-usen-00.pdf

Factors supporting major decisions

79 %

52 %

62 %

To a little extent

To a great

extent

AnalyticsPersonal Experience

Collective Experience



Organizations need to adopt new ways to improve speed to insight and speed to impact

Traditional Approach New Approach

Instinct and intuition Fact-driven

Corrective Directive

Efficient Optimized

Years, months, weeks Hours, minutes, seconds

Human insight Applied semantics

Decision support Action support



There is another way of saying this…………….

The secret of business

is to know something that nobody else knows.

Aristotle Onassis



What is an Intelligent Enterprise?



Intelligent Enterprises pursue value along multiple dimensions

Profitable GrowthLower Costs Manage Risk

Accelerating Performance

Outperform Peers

Deeper Insight Innovate to lead

Competitive differentiation

Trusted Information

Empowered Workforce

Continuous Improvement

Operating Effectiveness



Analytics is the next bow wave of business change

Task/Process Automation

Business Efficiency

Cross-Functional Integration

Enterprise integration

Aggregation and data warehouse

Recording and Reporting

Performance measurement

Detection, direction & prediction

Business process management & Business Intelligence

Resource planning (e.g., ERP, CRM)

Transactional automation adoption (POS, accounting)

Business Analytics and Optimization

$105B*7.8% CGR

Business Optimization

Objectives

Analytics and Intelligence Objectives

Major Eras in Modern Business Automation



Intelligent Enterprises integrate information into business decisions and insight into operations


Business Analytics

How the business applies information to achieve it’s goals

• Policies • Processes

How the business manages information and learns from it

BAO Maturity Stage

Heroics

Foundational

Competitive

Differentiating

•Spreadsheets•Extracts

•Data Warehouses•Data Governance•Production reporting

•Contextual Business rules•Pattern recognition

•Process Automation and Workflow

•Master Data Management•Metrics•Dashboards/Scorecards

•Command and control

•Task automation (eg, ERP)•Workgroup Design •SOPs

•Customer and Partner Collaboration•Business Process Integration

Break-awayIntelligent Enterprise



Intelligent Enterprises integrate information into business decisions and insight into operations


Business Analytics

How the business applies information to achieve it’s goals

• Policies • Biz Processes

How the business manages information and learns from it

BAO Maturity Stage

Heroics

Foundational

Competitive

Differentiating

•Spreadsheets•Extracts

•Data Warehouses•Data Governance•Production reporting

•Contextual Business rules•Pattern recognition

•Process Automation and Workflow

•Master Data Management•Metrics•Dashboards/Scorecards

•Command and control

•Task automation (eg, ERP)•Workgroup Design •SOPs

•Customer and Partner Collaboration•Business Process Integration

Break-awayIntelligent Enterprise

• Customer loyalty and event management

• Risk Management

• Segment-specific products and pricing

• Supply chain optimization

• Data and Analytics simplification

• Credit Risk assessment

• Single view of the customer

• Marketing Dashboard

• Quality management

• Brand and reputation analysis



Where are you on the Wave?

Business OperationsMaturity

Information and analytics maturity

How the business applies information to achieve its goals

�Policies �Business Processes

�Organization

Spreadsheets and extracts

Data warehouses, governance and production reporting

Process automation and workflow

Master data management, dashboards and scorecards

Predictions, contextual business rules and patterns

Source: Breaking Away with Business Analytics and Optimization: New intelligence meets enterprise operations available in late 2009 at www.ibm.com/gbs/intelligent-enterprise.

BreakawayPrescriptive, real-time, pattern-based strategies with situational context

Ad hoc

Foundational

Competitive

Differentiating

TransactionalAutomation

Business Process Management

Resource Planning



How to get started?

The New Path to Value



Driving continued success in aspirational organizations

Experienced

Transformed

Source: Analytics: The New Path to Value, a joint MIT Sloan Management Review and IBM Institute of Business Value study. Copyright © Massachusetts Institute of Technology 2010.

Aspirational

Set a high bar for business relevance and hold it there; keep the focus on the big issues that everybody values

Make sure you’re getting the most out of your current resources and begin adding support specialists

Confirm your information agenda



Driving continued success transformed organizations

Don’t let success make you take on too much

Build a strong central team with specialized expertise

Update your information agenda regularly

Aspirational

Experienced

Transformed




How to get started

Pick your spot

Roll it out over time

Prove the value


Biggest and highest value opportunity

Start with questions Embed insights

Add capabilities Information agenda

IBM can help…



Three areas to get started with Business Analytics and Optimization

Grow Revenue/Profit thruData Analytics

…to anticipate and shape

business outcomes

Plan an Information

Agenda

…to align with your

business strategy

Master Your Company

Information

…to ensure it is accurate, relevant

and governed

IT and Software Business Solutions

Infrastructure Business Productivity Growth



Your Information Agenda is made up of four parts…

BUILD the

TechnologyInfrastructure to create

and manage information

as an enterprise asset

BUILD a Roadmap of

IT and Business

initiatives,

demonstrating

incremental Business

Value

CREATE a Vision for the value of

information to the whole business,

and the capability needed to unlock

it.

ESTABLISH the

GovernanceOrganization, policies

and tools to ensure

quality, risk mitigation

and lifecycle

Untapped business oppty. in information

Siloized, unreliable and unexamined data

Project centric IT investment

Better information processing capabilities



See the Value

Develop your Information Agenda

Briefing

1

2

3

Development Phase

Solution your first project

Execution Phase

The Information Agenda engages IT and line-of-business representatives to develop recommendations that can have an impact on the business and are aligned with the organization’s strategic objectives

� Solution Architecture

� POC demo

� Business Value Assessment

� Project plan

� Define Project

� Evaluate And Select Software

� Size And Scope Project

2-5 Weeks (elapsed

time) workshop

Identify And Architect An Initial IOD Project

� Readiness Assessment

� Business Benefits

� Reference Architecture

� Roadmap

� IM Assessment

� IA Business Benefits

� IA Roadmap Development

2—6 weeks

Onsite and offsite

Build IA Vision And High Level “Roadmap”For IOD Journey

� Industry POV Presentation

� Customer Case Studies

� White Papers

� Review IA objective and value with senior sponsor

1 Day

Understand and agree the value of an Information Agenda

DeliverablesActivitiesDurationObjectives

Three Steps to Accelerate your Information Agenda



Three types of analytics programs deliver productivity or growth benefits

BenefitsAreas of Benefits Analytic Solutions

Business Productivity

Improve control, bottom line and stop losses

Finance / Risk / Fraud Analytics

Supply Chain / Ops Analytics

• Lower Finance costs as a % of revenue

• Transactional activity cost reduction

• Headcount reduction

• Higher productivity of finance FTEs via IT enablement

• Maximize ROI – tactical and strategic cash improvement opportunities

• Improved demand visibility and management

• More accurate supply chain management

• Better customer channel management

• Increased global operations alignment

Focus on growth

Intelligent profitable growth

Advanced Customer Analytics

Human Capital Analytics

• Increased sales• Eliminated unproductive marketing spend

• Reduced non-productive customer contacts

• Increased customer lifetime value• Improved advertising reach and effectiveness

• Reduced attrition

• More effective deployment of headcount

• Improved productivity in sales and field force

• Optimized sales activities• More effective service agents

Infrastructure Productivity

Take-out cost and improve efficiency

Analytics Simplification /

BAO Foundation

• Reduced repository footprints and data model objects• Reduced number of data integration programs and tools• Rationalized the disparate reporting tools and maintenance• Reduced analysts data gathering time• Eliminate multiple data silos• Enhanced trust level of data and broadened access• Increased data accuracy• Increased capability through cross-functional correlations



IBM has BAO offerings that will help clients deliver enhanced productivity and growth

BAO OfferingsAreas of Benefits Analytic Solutions

Business Productivity

Improve control, bottom line and stop losses

Finance / Risk / Fraud Analytics

Supply Chain / Operational Analytics

• Enterprise Budgeting, Planning and Forecasting Management • Industry data model templates• Fraud Identification and Management

• Intelligent Fleet Dispatch• Asset Lifecycle Optimization

Focus on growth

Intelligent profitable growth

Advanced Customer Analytics

Human Capital Analytics

• Customer Segmentation and Profiling• Loyalty Management• Cross Channel Real Time Offer Modeling and Next Best Offer

• Sales Force Optimization• Customer Service Agent Matching (RAMP)

Infrastructure Productivity

Take-out cost and improve efficiency

Analytics Simplification /

BAO Foundation

• Information Agenda• Master data management• Data and analytics governance• Data integration• Industry data models



Cell phone provider: How do social networks effect churn and what are the best intervention strategies with opinion leaders?

Large US Automotive Company: How do we prevent customer attrition arising from discontinued models, divested brands and dealership closings?

Our clients are using customer analytics to answer to tough questions….

Large Electronics Retailer: How do we reduce $1 billion advertising budget by 40% without adversely effecting revenue?

Consumer Products Company: How do we revive a failing brand by better understanding consumer appetite and sentiment toward the product?

Large pharmaceutical company: How do we focus sales reps time and promotional budgets on the physicians most likely to prescribe our branded medications?

Retail Bank: How do we increase product ownership and deposit levels by differentiating our branch strategy and localizing our branches?

Social Network Insights Customer RetentionCustomer Acquisition

Brand Management Salesforce optimization Marketing Optimization



Trusted Information Platform

Business Analytics &Optimization Platform

Business Analytics &Optimization Solutions

+

+

$12 Billion Invested in BAO Research and Development, and Acquisitions

Coremetrics, Unica,

NETEZZA



Business Analytics and Optimization has grown rapidly

• Over 7,500 BAO practitioners growing to 8,000 in 2010

• Industry points of view

• Industry delivered solutions

Supported by eight Analytic Solution Centers worldwide, each focused on specific business challenges

GBS Services SWG Products IBM Research

BAO Strategy

Business Intelligence & Performance Management

Advanced Analytics and Optimization

Enterprise Information Management

Enterprise Content Management

FOAK(First of a Kind)

Research Advisors

Analytics Patents

Analytic Assets FAMS, LIFT, COBRA, CRIME

INFORMATION WAREHOUSE, TACS

Information Agenda

Cognos, TM1

iLog, SPSS, Unica

Infosphere, MDM and Information Server , Unica

Filenet

• Over $12B in software investments and acquisitions

• Total Solutions for BAO

• 10 years of services research

• Largest math department in private industry



Bob Pulcini

[email protected]

Phone: +420 734 420 212

veriden bilgiye : Đşinize de ğer katman ın yolu · · 2011-02-23veriden bilgiye : Đşinize...

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