Becoming a cognitive business is a journey, not a destination. A cognitive analytics culture is not something you can just buy or install. Although the right technology is crucial, its true value arises when the organizational mindset changes. Many organizations have learned to embrace analytics, but embracing cognitive is another step entirely, and it’s one that may be even more challenging. However, the possibilities are endless and the potential rewards make it worthwhile.

1. © 2016 IBM CorporationWorld of Watson 2016
#2993:Journey to Cognitive Excellence
Harness the Force of a Strong Analytics Foundation
OCTOBER 25, 2016
3:00 – 3:45 PM Palm H
#ibmwow
# cognitiveexcellence
ibm.com/wow

2. World of Watson 20162 #ibmwow ibm.com/wow
With you today are…
Analytics leaders who want to share and discuss how a strong analytics
foundation will help propel organizations into the cognitive era.
JULIE SEVERANCE
Global Leader
Analytics Strategy & Initiatives
IBM
BRIAN GREEN
Manager
BI & Performance Management
BCBS Tennessee
MARK LACK
Director
Cognitive Analytics
Mueller, Inc.
KAY VANDEVANTER
Technical Leader
Analytics
The Boeing Company

3. World of Watson 20163 #ibmwow ibm.com/wow
Leaders must capitalize on all the foundational
work they’ve done to deploy data and analytics.
Becoming a Cognitive Business is a journey,
not a destination

4. World of Watson 20164 #ibmwow ibm.com/wow
Cognitive
understand, reason, learn
Descriptive
discover, report, analyze
• Puts data and insight to work
• Offer new services, reach new buyers
• Reinvent and Outthink competitors
Predictive
Predict, decide, act
Volume (data at rest)
Velocity (data in motion)
Variety (many forms of data)
Veracity (data in doubt)
Prescriptive
Prescribe, optimal, next best action
What are the characteristics of a
Cognitive Business?

5. World of Watson 20165 #ibmwow ibm.com/wow
Possibilities are endless when evolving analytics
ruled based systems to cognitive learning systems
analyze user activity to
support or automate tasks
→ rule based
understand user activity
and its context to offer
insights (cognitions),
solutions or active
assistance
→ learning

6. #ibmwow ibm.com/wowWorld of Watson 2016
Analytics Cognitive
 Addresses predefined
problems
 Addresses ambiguous
problems
 Provides accurate and
definitive answers
 Provides answers with a level of
confidence or a margin of error
 Handles information with
known semantics
 Handles information without
explicitly knowing semantics
 Interacts in formal digital
means (e.g. commands,
screens) with humans
 Interacts in natural language
with humans
Analytics creates a value continuum for cognitive
Analytics’ data-driven approach + cognitive computing’s knowledge driven approach
solve different elements of business problems – together delivers greater value
#ibmwow ibm.com/wow7 World of Watson 2016

7. #ibmwow ibm.com/wowWorld of Watson 2016
Resulting in increased expertise and productivity
8
People could
accomplish one task at
a time
Cognitive computing
enables rapid
augmentation and
expansion of human
capability and skills
Cognitive
CAPABILITY
Digital
TIME
Pre-digital
Digital computing enables
people to multitask
efficiently, and connect
globally
#ibmwow ibm.com/wowWorld of Watson 2016

8. #ibmwow ibm.com/wowWorld of Watson 20168
Many organization have challenges in
achieving excellence
Skills, lack of data governance, and internal organizational resistance
are the top three challenges perceived by the organizations
Source: IBM Institute for Business Value Cognitive Computing Survey (Q24) 2015 Cross- Industry dataWorld of Watson 2016

9. #ibmwow ibm.com/wowWorld of Watson 20169
Strategy/Value: How do you
define value to get stakeholder
buy-in while folding in new
capabilities without to much
disruption?
People/Process: How do you lay
the foundation to develop new
specialized cognitive business
skills and IT technical skills?
Technology: How do you manage
the change and learn to implement
and manage cognitive technology
capabilities?
PEOPLE & PROCESS
STRATEGY & VALUE
TECHNOLOGY
World of Watson 2016
Panel: Journey to a Cognitive Excellence

10. #ibmwow ibm.com/wowWorld of Watson 201610
“
”
What’s the cost of not being a Cognitive business?
The biggest threat
is not my current
competitors but the
ones that I don’t
know about yet.
Mark Lack, Director of Cognitive Analytics
Mueller, Inc.

11. #ibmwow ibm.com/wowWorld of Watson 201611
“
”
What’s the cost of not being a Cognitive business?
Kay Vandevanter, Analytics Technical Lead
The Boeing Company
Being cognitive is key to driving
competition advantage in the global
aerospace marketplace.

12. #ibmwow ibm.com/wowWorld of Watson 201612
“
”
What’s the cost of not being a Cognitive business?
Brian Green, Manager BI & Performance Management
BCBS of Tennessee
We can’t meet the demands of our
members and clients if we’re not
using all of the resources and data
available to us. Being Cognitive
creates better patient outcomes.

13. #ibmwow ibm.com/wowWorld of Watson 201613
How to tackle challenges? Align foundational
strategies
PEOPLE & PROCESSSTRATEGY & VALUE TECHNOLOGY
Source: 5 Keys to Business Analytics Success Book, Publisher MC Press On-line

14. #ibmwow ibm.com/wowWorld of Watson 201614
STEP 1:
Novice
• Inflexible
• Spreadsheets
• Extracts
• Manual
Intervention
• Static Reports
• No governance
Builder
STEP 2:
• Departmental
• Task automation
• Silo’d data, KPIs
• Some standards
• Some self-service
• Emerging CoEs
• Minimal governance
STEP 3:
Leader
• Cross-functional
• Applied analytics
• Aligned data, KPIs
• Trusted information
• Common standards
• Full self-service
• Aligned CoEs
• Formal governance
• Emerging cognitive
STEP 4:
Master
• Enterprise aligned
• Executive Sponsor
• Highly collaborative
• 360 degree insights
• Analytics-driven
culture
• Strong analytics
program &
governance
• Embedded cognitive
Manual, slow, error prone,
cumbersome, fragmented data
quality concerns
Automated, instant, accurate,
seamless, converged Data
governance is in place
Increase AQ maturity and embed cognitive
Source: 5 Keys to Business Analytics Success Book, Publisher MC Press On-line

15. #ibmwow ibm.com/wowWorld of Watson 201615
Organizational design matters
Source: 5 Keys to Business Analytics Success Book, Publisher MC Press On-line

16. #ibmwow ibm.com/wowWorld of Watson 201616
Lay the foundation Manage the changeDefine the value1 2 3
Find the right
opportunities for
cognitive
Define the value
proposition and chart
a course for cognitive
Be realistic about
value realization
Invest in specialist
human talent and skill
development
Build and ensure a
quality data and
analytics corpus
Measure maturity,
readiness, consider
impacts, business
processes, and policy
requirements.
Ensure executive
involvement along
the cognitive
journey
Communicate the
cognitive vision at
all levels
Continue to raise
maturity at every
level.
Success factors: Journey to Cognitive Excellence

17. #ibmwow ibm.com/wowWorld of Watson 201617
Where are you on your journey?

18. #ibmwow ibm.com/wowWorld of Watson 201618
“Designers… don’t try to search
for a solution until they have
determined the real problem, and
even then, instead of solving that
problem, they stop to consider a
wide range of potential solutions.
Only then will they finally converge
upontheirproposal.Thisprocessis
calleddesignthinking.”
— Don Norman17 World of Watson 2016
Consider using IBM ‘Design Thinking’

19. #ibmwow ibm.com/wowWorld of Watson 201619
5 Keys to Business Analytics Program Success Book
This book is a great starting point and offers a lot of valuable information on
strategy to build a success analytics program. Co-written with IBM and some of
our top strategic clients. The hardcopy book is also available on Amazon for
purchase.
Design Thinking Offerings
This content provides more details on the IBM Design Thinking approach and
methodology. Includes links to various offerings around hosting an IBM Design
workshop.
DataFirst Method Offerings
This content provides details on IBM’s newly launched methodology around how
to get the most use and value from data. Includes links to various offerings based
upon need.
Resources to learn more

20. #ibmwow ibm.com/wowWorld of Watson 2016
https://youtu.be/f8T8eWBmls0

21. © 2016 IBM Corporation
#ibmwow ibm.com/wowWorld of Watson 2016
::thank you::
20World of Watson 2016

22. #ibmwow ibm.com/wowWorld of Watson 2016
Please note IBM’s statements regarding its plans, directions, and intent are subject to change or withdrawal without notice and
at IBM’s sole discretion.
Information regarding potential future products is intended to outline our general product direction and it should
not be relied on in making a purchasing decision.
The information mentioned regarding potential future products is not a commitment, promise, or legal obligation to
deliver any material, code or functionality. Information about potential future products may not be incorporated into
any contract.
The development, release, and timing of any future features or functionality described for our products remains at
our sole discretion.
Performance is based on measurements and projections using standard IBM benchmarks in a controlled
environment. The actual throughput or performance that any user will experience will vary depending upon many
factors, including considerations such as the amount of multiprogramming in the user’s job stream, the I/O
configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that
an individual user will achieve results similar to those stated here.
21 World of Watson 2016

23. #ibmwow ibm.com/wowWorld of Watson 2016
Notices and
disclaimers
Copyright © 2016 by International Business Machines Corporation (IBM). No part of this document may be reproduced or transmitted in any
form without written permission from IBM.
U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM.
Information in these presentations (including information relating to products that have not yet been announced by IBM) has been reviewed
for accuracy as of the date of initial publication and could include unintentional technical or typographical errors. IBM shall have no
responsibility to update this information. THIS DOCUMENT IS DISTRIBUTED "AS IS" WITHOUT ANY WARRANTY, EITHER EXPRESS OR
IMPLIED. IN NO EVENT SHALL IBM BE LIABLE FOR ANY DAMAGE ARISING FROM THE USE OF THIS INFORMATION, INCLUDING
BUT NOT LIMITED TO, LOSS OF DATA, BUSINESS INTERRUPTION, LOSS OF PROFIT OR LOSS OF OPPORTUNITY. IBM products
and services are warranted according to the terms and conditions of the agreements under which they are provided.
IBM products are manufactured from new parts or new and used parts. In some cases, a product may not be new and may have been
previously installed. Regardless, our warranty terms apply.”
Any statements regarding IBM's future direction, intent or product plans are subject to change or withdrawal without notice.
Performance data contained herein was generally obtained in a controlled, isolated environments. Customer examples are presented as
illustrations of how those customers have used IBM products and the results they may have achieved. Actual performance, cost, savings or
other results in other operating environments may vary.
References in this document to IBM products, programs, or services does not imply that IBM intends to make such products, programs or
services available in all countries in which IBM operates or does business.
Workshops, sessions and associated materials may have been prepared by independent session speakers, and do not necessarily reflect
the views of IBM. All materials and discussions are provided for informational purposes only, and are neither intended to, nor shall constitute
legal or other guidance or advice to any individual participant or their specific situation.
It is the customer’s responsibility to insure its own compliance with legal requirements and to obtain advice of competent legal counsel as to
the identification and interpretation of any relevant laws and regulatory requirements that may affect the customer’s business and any
actions the customer may need to take to comply with such laws. IBM does not provide legal advice or represent or warrant that its services
or products will ensure that the customer is in compliance with any law.
22 World of Watson 2016

24. #ibmwow ibm.com/wowWorld of Watson 2016
Notices and
disclaimers
continued
Information concerning non-IBM products was obtained from the suppliers of those products, their published announcements or other
publicly available sources. IBM has not tested those products in connection with this publication and cannot confirm the accuracy of
performance, compatibility or any other claims related to non-IBM products. Questions on the capabilities of non-IBM products should be
addressed to the suppliers of those products. IBM does not warrant the quality of any third-party products, or the ability of any such third-
party products to interoperate with IBM’s products. IBM EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED,
INCLUDING BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR
PURPOSE.
The provision of the information contained herein is not intended to, and does not, grant any right or license under any IBM patents,
copyrights, trademarks or other intellectual property right.
IBM, the IBM logo, ibm.com, Aspera®, Bluemix, Blueworks Live, CICS, Clearcase, Cognos®, DOORS®, Emptoris®, Enterprise Document
Management System™, FASP®, FileNet®, Global Business Services ®, Global Technology Services ®, IBM ExperienceOne™, IBM
SmartCloud®, IBM Social Business®, Information on Demand, ILOG, Maximo®, MQIntegrator®, MQSeries®, Netcool®, OMEGAMON,
OpenPower, PureAnalytics™, PureApplication®, pureCluster™, PureCoverage®, PureData®, PureExperience®, PureFlex®, pureQuery®,
pureScale®, PureSystems®, QRadar®, Rational®, Rhapsody®, Smarter Commerce®, SoDA, SPSS, Sterling Commerce®, StoredIQ,
Tealeaf®, Tivoli®, Trusteer®, Unica®, urban{code}®, Watson, WebSphere®, Worklight®, X-Force® and System z® Z/OS, are trademarks of
International Business Machines Corporation, registered in many jurisdictions worldwide. Other product and service names might be
trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at:
www.ibm.com/legal/copytrade.shtml.
23 World of Watson 2016