2005 Peter Terpstra
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2005 Peter Terpstra Presentation Transcript

  • 1. Peter Terpstra 14 th December 2005 Unlocking the business potential of your analytic s team
  • 2. What we won’t cover
    • Any SAS code
    • Any Silver bullets
    • Any hard and fast rules
  • 3. What we will cover
    • The Capabilities Spectrum
    • 4 Workplace Profiles
    • Horses for Courses
    • What are we actually looking for?
  • 4. The Capabilities Spectrum Business Specialists Managers Marketers Operations Data Specialists Statisticians Actuaries Data Warehousing Analysts Data Miners Business Wide issues Summary Reports Detail Accuracy Process Granular Custom Reports Excel SAS / EG /SQL Mainframe SAS Specialist Programming Data Warehousing Data Mining
  • 5. What Does Your Business Look Like? Business Specialists Managers Marketers Operations Data Specialists Statisticians Actuaries Data Warehousing Analysts Data Miners Results Requests
  • 6. The Key Business Specialists Managers Marketers Operations Data Specialists Statisticians Actuaries Data Warehousing Analysts Data Miners
  • 7. What this means Business Specialists I II III IV Business Wide issues Summary Reports Detail Accuracy Process Granular Custom Reports Excel SAS / EG /SQL Mainframe SAS Specialist Programming Data Warehousing Data Mining
  • 8. 4 Workplace Profiles
    • I – Traditional Business Manager
    • II – Tech Savvy / background BM
    • III – The Proactive Analyst
    • IV – The Pure Specialist
  • 9. Unlocking Their Potential
    • I - The Traditional Business Manager
    • Understand the potential of the data
    • Try and think in business “IF, THEN DO” logic
      • Ex1: IF customer A has turned down an offer twice, THEN DO not offer it to them again
      • Ex2: IF spend above 95 th percentile THEN investigate!
  • 10. Unlocking Their Potential
    • II – Tech Savvy / background BM &
    • III – The Proactive Analyst
    • Translation of business logic into “IF-THEN DO ”
    • Modelling of business scenarios using summary data
      • Ex1: Use of monthly spend data to assess the ROI of an acquisition campaign
      • Ex2: The use of predicted NPV to prioritise initiatives using Excel solver
  • 11. Unlocking Their Potential
    • IV – The Pure Specialist
    • No magic bullet here
    • Bipolar personality traits
    • Don’t fight it, use it to your advantage
    • If you are:
      • One of the others – Understand what these people can do for you and leverage it
      • A Pure Specialist – Recognise it and make sure the people you work with know what you can do for them
  • 12. Horses for Courses
    • This applies to Software as well as people:
    • SAS = Data volume, automation and analytics
      • Ex: Statistical Function on 50,000 rows, Excel = 24hrs, SAS=1s
    • Excel = Summary data, interactive problem solving, experimentation
      • Ex: Project Prioritisation optimised using solver
    • To Cover the Spectrum needed usually need both and SAS now has excellent interactivity with Excel.
  • 13. What are we actually looking for?
    • Benefits of covering the Spectrum:
    • Find what we’re actually looking for:
    • Ex: Churn
      • Disjointed analytics team will report customer numbers by product
      • Integrated analytics team will report:
        • Transfers to other products, True lost customers, Consolidation of products, Use Stagnation
        • + Which customers are doing this, affect on profitability, why they could be potentially doing this, indicators of when they are going to this
        • = Decide how best to STOP or leverage any phenomena
  • 14. Summary
    • Recognise the Spectrum of skills and software
    • Look for ways to create overlaps
    • Pick the right Horse
    • Find what you’re really looking for
  • 15. Questions or Observations from the coal face