The value of Business Analysis
Professionals for the Enterprise
Michele Maritato
Director IIBA®
Enterprise Hotel, Corso Sempione, 91-93, Milano
© International Institute of Business Analysis

What is Business Analysis
Business Analysis is the practice of
enabling change in an organization
by understanding the context
by defining needs
and recommending solutions
that deliver value to stakeholders
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IIBA®: International Institute of
Business Analysis®
IIBA® Core Purpose: “to unite a community of professionals to create better
business outcomes”
+ 28.000 members
+200 Corporate members
110 Chapters
265 REP Companies
+5.000 CBAP® and CCBA®
Italy (62 cert.):
- 8° ww, 2° Europe
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IIBA® Values:
Innovation: we foster creativity and adaptability, to
consistently explore new ways of delivering value
Empowerment: we encourage critical thinking,
autonomy and challenging assumptions to enhance
personal and professional growth
Thought-Leadership: as a team we provide a
credible and trusted forum dedicated to promoting
awareness of business analysis, inspiring passion
for it, and encouraging innovation in its practice
Collaboration: we are a community of business
professionals providing both global and local
perspectives. We share ideas and work together to
meet our objectives
Recognition: we believe in recognizing the
involvement of our advocates, volunteers, chapters
and employees. We support, encourage and
celebrate their contributions
Honesty and Integrity: we value open, honest,
ethical and trustworthy behavior

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At BAWI 2013…

The Internet of Things
Source: www.youtube.com/watch?v=bB5EnIIKo4I – 30/09/2013
People
Processes
Data
Things
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1.6
5.0

The Future is now…
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This will lead to…
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2013: +11 bn of connected objects
2020: +50 bn of connected objects
Until 1900, human knowledge
doubled approximately every
century. The Internet of things will
lead to the doubling of knowledge
every 12 hours

Endless possibilities… according to CISCO…
Source: www.youtube.com/watch?v=M578lU2TGeI
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Let’s talk about Big Data…
Source: The Global Information Technology Report 2014, 2014 World Economic Forum
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Wide use of data for “new services”
Using Telematics Data
Time and Location Data
The Value of Social Network Data
Smart Grid
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Integration
Big Data can unlock value by making information transparent
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Suppliers
Enterprise
Customers
Process experts

Predicting the
Present
Decision Making
Source: http://www.youtube.com/watch?v=-IX70l0NRl8
Some companies collect and analyze big data to conduct
controlled experiments to make better management decisions
In effect, big data opens the door to a Bayesian approach to
strategy where we no longer try to be “right” based on
controlled research and small samples, but rather become
less wrong over time as real world information floods in
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Nathaniel "Nate" Silver
Nate Silver began to publish analyses and predictions related to the
2008 USA presidential election. In March 2008 Silver established his
own website, FiveThirtyEight.com
The accuracy of his November 2008 presidential election predictions
- he correctly predicted the winner of 49 of the 50 states - won Silver
further attention and commendation. The only state he missed was
Indiana, which went for Obama by 1 percentage point. He correctly
predicted the winner of all 35 USA Senate races that year
In April 2009, he was named one of The World's 100 Most Influential
People by Time
In the 2012 USA presidential election between Obama and Romney,
he correctly predicted the winner of all 50 states and the District of
Columbia. That same year, Silver's predictions of USA Senate races
were correct in 31 of 33 states
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Improve customer segmentation
Big Data allows ever-narrower segmentation of customers
and much more precisely tailored products or services
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Long Tail
Business Model

Lack of competencies (in the US market)
Source: The Global Information Technology Report 2014, 2014 World Economic Forum
Deep analytical talent: people with technical skills in statistics and
machine learning, who are capable of analyzing large volumes of
data to derive business insights
Data-savvy managers and analysts: capable of posing the right
questions for analysis, interpreting and challenging the results, and
making appropriate decisions
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Supporting technology personnel: develop, implement,
and maintain the HW and SW tools needed to make
use of big data

Sustainability
Public interest
Critical understanding of the benefits and harms for the
stakeholders that may be affected by the artifacts once
placed into use
Principles of safety, health, democracy, empowerment,
and emancipation for all, particularly for the public,
should predominate in choices of features and
capabilities that an artifact should or should not have
Privacy
Digital traces and the identity challenges
New human rights such as digital self determination
From Privacy by Consent to Privacy by Contract
Data quality and security
Reliable information infrastructures for safety and
social stability
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The world wide readiness
Source: The Global Information Technology Report 2014, 2014 World Economic Forum
Italy occupies the 58° place out of 144 countries and ranked with a
Network Readiness Index
Great Britain is 9°, Germany 12°, France 25°; without counting the
Scandinavian countries, firmly at the top; also Portugal (33°) and Spain
(34°) do better than our country
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Thanks!
Michele Maritato
michele.maritato@iiba.org
© International Institute of Business Analysis
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