2014 MITX Data & Analytics Summit "Leveraging Self-Service Business Intelligence to Drive Marketing Analytics & Insight" Speaker: Carmen Taglienti (@carmtag), Business Intelligence & Data Management Practice Lead, Slalom Consulting Advancements in the BI technology ecosystem and the application of these capabilities to marketing analytics has enabled better, faster, and more accurate insight. In addition to the advancements in technology, marketing organizations look to embrace analytics and put the tools that support them into the hands of the decision makers in a “self-service” way. Typically organizations adopt analytics (and the supporting technology) across the enterprise according to the principles of "the analytics driven organization." This session will introduce an Analytics Maturity model that enables an analytics-driven marketing organization to assess current proficiencies, and understand the capabilities required to achieve its desired state of analytics maturity. This discussion will also cover the alignment of technology solutions at the various levels of the Analytics Maturity model, as well as the drive toward “self-service,” easy to use analytics. Finally, the presenter will demonstrate the use of real-time data acquisition and analytics to drive marketing insight. http://blog.mitx.org/2014-data-summmit/

1. Leveraging self-service business intelligence to drive
marketing analytics and insight

2. DEMO: LEVERAGING SELF-SERVICE BUSINESS
INTELLIGENCE TO DRIVE MARKETING
ANALYTICS & INSIGHT
Carmen Taglienti
@carmtag
Business Intelligence & Data
Management Practice Lead
Slalom Consulting

3. • Introduction to the Analytics Maturity Model
• Self-Service BI
• Demo: Self-Service BI
• Real-time Analytics
• Demo: Real-time Analytics
• Q&A
WHAT ARE WE GOING TO COVER?

4. THE ANALYTICS MATURITY MODEL
• Provides a mechanism for understanding analytic maturity
compared to projected business value
• Categorizes the three types of Analytics:
– Descriptive
– Predictive
– Prescriptive
• Provides a foundation: for
– Business adoption
– Technology alignment
– Business process enablement

5. THE ANALYTICS MATURITY MODEL: THE EVOLUTION OF DECISION
MAKING Prescriptive Analytics
Predictive Analytics
Descriptive Analytics

6. Business
Understanding Data
Exploration
Data
Preparation
Analysis /
Modeling
Evaluation Deployment /
Findings
Application
THE ANALYTICS PROCESS: THE EVOLUTION
OF DECISION MAKING

7. What Users Want to Do Existing Challenges
Access
Clean
Mash-up
Explore
Visualize
Share
SELF-SERVICE ANALYTICS IN PRACTICE
• Multiple BI tools
• High learning curve
• “Spreadmarts”/Silos & Reporting
chaos
• IT professionals are intermediaries
between business users and data
• “Self-Service” BI tools requires
more training than expected
• Access control and performance
• Understand the users who
require analytical tools

8. •
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•
•
•
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SELF SERVICE BI – MICROSOFT PLATFORM

9. DEMO: SELF-SERVICE ANALYTICS
Self-service portal Forecasting Natural Language Query

10. REAL TIME ANALYTICS
Live visualization means faster decisions
Organizations with real-time visualizations were able to access pertinent
information within the decision window more often than those
without.
Real-time visualization leads to more opportunities, greater output, and
lower costs
Real-time visuals fed by live sales and marketing data reveal more prospects
for the top of the funnel. Real-time visualization helped organizations reduce
their total operating costs by
“Real-time visualization helps decision makers closely monitor their respective
worlds, and fuels informed, impactful action.”
Source: Aberdeen Group, “Real-Time Data Visualization,” October 2013.

11. RETURN ON REAL-TIME VISUALIZATION
Organizations utilizing real-time data visualization have outpaced
all others in several key metrics
- Aberdeen
“…integrating the streaming present with the analytical past to get
the maximum value from your data”
- Gartner
“Wow. Forrester survey data revealed a 66% increase in firms’ use
of streaming analytics in the past two years.”
- Forrester

12. DEMO: REAL-TIME ANALYTICS
Historical email
campaign trends
Real-time email
campaign monitoring

13. • The Analytics Maturity Model
– Understanding the types of analytics and how they can be
used to drive insight
• Self-Service BI
– An overview of the self-service model and how technology
has evolved to support it
• Real-time Analytics
– Innovation in Analytics to drive “speed of thought” business
insight and responsiveness
What we covered

14. QUESTIONS?

15. THANK YOU!
Carmen Taglienti – carment@slalom.com
Practice Director, Information Management and Analytics,
Slalom Consulting

16. BACKUP