Icebergs, Gold, and Foundations:Insight from TBR’s BI/Analytics and DataManagement StudyTBR Webinar SeriesSpring 2012Origi...
TBRToday’s Presenter                                 Allan Krans                                 Senior Analyst, Software ...
Executive Summary: TBR Position                                   TBRThe forthcoming surge of BI investment, driven by bus...
Study Methodology and Information                                   TBRTBR surveyed and interviewed 410 end users to creat...
Executive Summary: Current Adoption                                  TBRThe race of immature firms to improve their capabi...
Executive Summary: Current Adoption                             TBRMaximizing existing solutions lays the groundwork to mo...
Executive Summary: TBR Position                                   TBRThe forthcoming surge of BI investment, driven by bus...
Executive Summary: Business Expansion                             TBRConnecting BI and Analytics directly to customer busi...
Executive Summary: Business Expansion                                                                                  TBR...
Executive Summary: Business Expansion                            TBRVendors can capture business by tuning offers and mess...
Executive Summary: TBR Position                                   TBRThe forthcoming surge of BI investment, driven by bus...
Executive Summary: Data Quality                                                                                        TBR...
Executive Summary: Data Quality                                      TBRTo drive the adoption of BI in less mature account...
Questions                                                                                                              TBR...
Associated Research and TBR Contacts                                                                                   TBR...
TBR                                                       Appendix16   Icebergs, Gold, and Foundations: Insight from TBR’s...
Study Overview: Key Questions                                     TBRUnderstanding customers’ current BI maturity highligh...
Study Overview: Demographics                                       TBRThe survey respondent base provides a broad cross se...
Study Overview: Demographics                                                                                              ...
Study Overview: Demographics                                      TBRThe breadth of BI platform vendors selected for purch...
About Us                                                                                                                  ...
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TBR BI/Analytics & Data Mgmt Study

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Icebergs, Gold, and Foundations:
Insight from TBR’s BI/Analytics and Data
Management Study

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TBR BI/Analytics & Data Mgmt Study

  1. 1. Icebergs, Gold, and Foundations:Insight from TBR’s BI/Analytics and DataManagement StudyTBR Webinar SeriesSpring 2012Original Webinar Date: April 4, 2012Presenter: Allan Krans, Senior Analyst,Software Practice (allan.krans@tbri.com) TBR T E C H N O L O G Y B U S I N E S S R ES E AR C H , I N C .
  2. 2. TBRToday’s Presenter Allan Krans Senior Analyst, Software Practice Technology Business Research, Inc. (TBR) Email: allan.krans@tbri.com2 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  3. 3. Executive Summary: TBR Position TBRThe forthcoming surge of BI investment, driven by business growth, willcreate opportunity from the data foundation upBI/Analytics Market Opportunity Summary 1. Current adoption is the tip of the iceberg Pressure is growing for laggards to regain competitive ground 2. Business expansion is the most important BI outcome Opportunity is the lure of investment 3. Data quality separates mature from immature users The data quality foundation is the center of customer success and vendor opportunity3 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  4. 4. Study Methodology and Information TBRTBR surveyed and interviewed 410 end users to create an accurate customermaturity model and provide an intimate look at the opportunityTBR’s BI & Analytics Platform Maturity & Purchasing Study Methodology:• TBR conducted interviews and surveys across two business size segments and six industry categories in N. America between December 2011 and January 2012: • 350 online surveys with BI & Analytics and Data Management purchase decision- makers (CIO, C-1 and C-2 levels, LOB and Executive IT mgmt) • 60 in-depth interviews with key BI & Analytics and Data Management purchase decision-makers (CIO, C-1 and C-2 levels, LOB and Executive IT mgmt)• Business Segments • Mid-market (500-2,500 employees) • Large enterprise (2,501+ employees) segments• Industries • Communications and Media • Industrial • Financial Services • Life Sciences • Retail & Distribution • Public Sector4 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  5. 5. Executive Summary: Current Adoption TBRThe race of immature firms to improve their capabilities will shift andexpand the playing field for BI over the next three yearsBI/Analytics Market Opportunity Summary Immature – lower current BI investment Mature – larger current BI investment Lagging Improving Leading Slipping Immature & Mature & incremental Mature & limited Immature & plans for both plans to invest future investment limited plans to basic & advanced plans invest BI 20% 35% 25% 20% BI/Analytics Maturity5 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  6. 6. Executive Summary: Current Adoption TBRMaximizing existing solutions lays the groundwork to move customersforward with additional investmentsBI/Analytics Market Opportunity Summary Maturity Stage Offering Needs Immature & limited plans Road mapping, data management, change Lagging management, integration to invest Immature & plans for both Improving basic & advanced BI Consulting, business planning, ROI evaluation Mature & incremental Extend solutions to encompass new and Leading plans to invest emerging technologies Mature & limited future Slipping investment plans Squeeze value from existing investments6 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  7. 7. Executive Summary: TBR Position TBRThe forthcoming surge of BI investment, driven by business growth, willcreate opportunity from the data foundation upBI/Analytics Market Opportunity Summary 1. Current adoption is the tip of the iceberg Pressure is growing for laggards to regain competitive ground 2. Business expansion is the most important BI outcome Opportunity is the lure of investment 3. Data quality separates mature from immature users The data quality foundation is the center of customer success and vendor opportunity7 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  8. 8. Executive Summary: Business Expansion TBRConnecting BI and Analytics directly to customer business growth andopportunity identification opens the door to sales conversationsBI/Analytics Market Opportunity Summary Who uses? How? For what? … to make better decisions … creating business more quickly … opportunity and growth. BI enables sales & finance …“…it is very important to locate hidden areas of potential growth ... and toorganize the data to trap the future opportunities.” - CIO, MM Communications and Media8 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  9. 9. Executive Summary: Business Expansion TBRThe concentration of BI in sales & finance activities highlights thebusiness growth customers expect BI to enableBI/Analytics Market Opportunity Summary TBR Functions in which Purchasers are using BI 60% Sales and finance 50% functions 40% 30% 20% 10% 0%9 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  10. 10. Executive Summary: Business Expansion TBRVendors can capture business by tuning offers and messaging againstspecific buyer types, especially “improving” and “leading”BI/Analytics Market Opportunity Summary Lagging Improving Leading Slipping Product & Service Needs & Opportunity• Discrete product • Shared risk • ROI identification & • Support & advancement with engagements tracking maintenance clear ROI • Road mapping • Data quality • Data quality products• Consulting to • Integration of basic & products & services & services increase customer advanced products • Integration with • Demonstration of orientation existing assets business case & exec • ROI identification & tracking buy-in10 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  11. 11. Executive Summary: TBR Position TBRThe forthcoming surge of BI investment, driven by business growth, willcreate opportunity from the data foundation upBI/Analytics Market Opportunity Summary 1. Current adoption is the tip of the iceberg Pressure is growing for laggards to regain competitive ground 2. Business expansion is the most important BI outcome Opportunity is the lure of investment 3. Data quality separates mature from immature users The data quality foundation is the center of customer success and vendor opportunity11 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  12. 12. Executive Summary: Data Quality TBRMature BI users must make the leap, moving from a human-centricenterprise to a data-driven enterpriseBI/Analytics Market Opportunity Summary "The way we worked has changed … management feels more confident and are taking more calculated risks, and more importantly, we are expanding rapidly.“ – Senior Director, IT – MM Life Sciences (High BI Maturity Organization)Human-centric decision making Data-centric decision making Intuition leads, data is pulled in Data informs and guides over time to support decisions decisions more proactively12 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  13. 13. Executive Summary: Data Quality TBRTo drive the adoption of BI in less mature accounts, vendors can tie theimportance of data management and quality to BI successBI/Analytics Market Opportunity Summary Lagging Improving Leading SlippingData quality programs ranked as the … 4th most 3rd (tied) most 1st most important 1st most important important BI important BI BI success factor BI success factor success factor success factor Vendor reinforcement of data quality importance13 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  14. 14. Questions TBR Questions? Allan Krans Senior Analyst, Software Practice Technology Business Research, Inc. (TBR) Email: allan.krans@tbri.com Twitter: allankrans Youtube: http://www.youtube.com/user/TBRIChannel?feature= mhee14 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  15. 15. Associated Research and TBR Contacts TBRCustomer and Business Model Review ResearchTBR BI & Analytics + Data Management Platforms StudyTBR High Performance Adoption Study Report focuses on four key workloads including BI/Analytics and Data WarehousingPublic Cloud Adoption Study Report focuses on workload based adoption including cloud based BISoftware Industry Benchmark • Business Performance Ranking and Benchmarking • Quarterly Report analyzing the previous quarters performance on metrics like: operating margin, growth rate, go-to-market strategy and more.Contact James McIlroy at mcilroy@tbri.comfor more information15 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  16. 16. TBR Appendix16 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  17. 17. Study Overview: Key Questions TBRUnderstanding customers’ current BI maturity highlights the opportunityin leading them toward aspirational maturityKey Research Questions & MethodologyCurrent Maturity: • What scenario led you to invest? • What buying criteria helped you to select a vendor? • Which vendors did you consider? How did you choose your final vendor? • What professional services were attached to, or led, the implementation?Future/Aspirational Maturity: • What are your key business challenges? • What are the barriers that impact your ability to achieve your business objectives? • What technologies are you planning to purchase, and when? • What are the top BI & Analytics + Data Management technologies or capabilities you believe will have most impact on reaching your organization’s business objectives over the next three years?Research Methodology (North America): • 350 customer surveys across 6 verticals and 2 customer segments (midmarket and large enterprise) • 60 customer interviews with BI adopters17 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  18. 18. Study Overview: Demographics TBRThe survey respondent base provides a broad cross section of differentindustries and job classifications, looking at …Survey Respondent Demographics SURVEY RESPONDENTS N=350 SURVEY RESPONDENTS N=350 TBR conducted 350 surveys and 61 interviews with large enterprise and mid-market segment respondents, across industries including retail and distribution, life sciences, financial services, communication and media, public sector and industrial sector. SOURCE: TBR BI & ANALYTICS AND DATA MANAGEMENT PURCHASING BEHAVIOR AND MATURITY STUDY SURVEY N=350; INTERVIEWS N=6118 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  19. 19. Study Overview: Demographics TBR… U.S.-based large enterprises and midmarket companiesSurvey and Interview Respondent Demographics SURVEY RESPONDENTS N=350 IN-DEPTH INTERVIEWS N=61 SOURCE: TBR BI & ANALYTICS AND DATA MANAGEMENT PURCHASING BEHAVIOR AND MATURITY STUDY SURVEY N=350; INTERVIEWS N=6119 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  20. 20. Study Overview: Demographics TBRThe breadth of BI platform vendors selected for purchase shows disparityamong customer purchasing considerationsInterview Respondent Demographics – BI Vendors Selected SOURCE: TBR BI & ANALYTICS AND DATA MANAGEMENT PURCHASING BEHAVIOR AND MATURITY STUDY SURVEY INTERVIEWS N=61; TOTAL RESPONSES: 6420 Icebergs, Gold, and Foundations: Insight from TBR’s BI/Analytics Study Webinar ©2012 Technology Business Research, Inc.
  21. 21. About Us Contact UsTechnology Business Research is a leading independent technology market 1.603.929.1166research and consulting firm specializing in the business and financialanalyses of hardware, software, networking equipment, wireless, portal and info@tbri.comprofessional services vendors. www.tbri.com 11 Merrill DriveServing a global clientele, TBR provides timely and accurate market research Hampton, NH 03842and business intelligence in formats that are tailored to clients’ needs. Our USAanalysts are available to further address client-specific issues or informationneeds on an inquiry or proprietary consulting basis.TBR has been empowering corporate decision makers since 1996.To learn how our analysts can address your unique business needs, pleasevisit our website or contact us today. TBR T E C H N O L O G Y B U S I N E S S R ES E AR C H , I N C .This report is based on information made available to the public by the vendor and other public sources. No representation is made that this information is accurate or complete. Technology BusinessResearch will not be held liable or responsible for any decisions that are made based on this information. The information contained in this report and all other TBR products is not and should not beconstrued to be investment advice. TBR does not make any recommendations or provide any advice regarding the value, purchase, sale or retention of securities. This report is copyright-protected andsupplied for the sole use of the recipient. Contact Technology Business Research, Inc. for permission to reproduce.
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