FAQ making a clear distinction between TotEM and CRIS-DM. The TotEM roadmap works with your organisation as a whole to create a collaborative environment across teams and departments by building consensus, connecting people, systems and data to enable the predictive enterprise.

1. FAQ: TotEM Total Enterprise Modelling
Confidential. Copyright © 2015 Overbeck Analitica, All Rights Reserved.
What is TotEM and where is it used?
Overbeck Analitica's vision has been shaped by years of experience in analytics. As we have
watched the industry grow we have seen the capability of predictive analytic components grow
at a faster pace than organisations can implement and derive value from them.
Software suppliers have also underestimated the organisational and cultural challenges involved
in getting a predictive analytics project off the ground.
In response, Overbeck Analitica developed - a road map that placesTotal Enterprise Modelling
as much emphasis on creating the right organisational environment in which to use predictive
analytics, as it does on the enabling software.
The TotEMTM
roadmap works with your organisation as a whole to create a collaborative
environment across teams and departments by building consensus, connecting people, systems
and data to enable the predictive enterprise.
Water industry example
Let’s take an example from the water industry: flood prevention. Preventing floods depends on
having the right infrastructure assets (i.e. pipes), the right non-infrastructure assets (e.g. pumps)
and the right operations approach to deal with the media flowing down the pipes (e.g. regular
cleansing). All three need to work well to prevent floods: correctly specified and maintained
pipes and pumps and regular cleansing. The trouble is that there are many, thousand miles of
pipes, thousands of pumps to maintain and thousands of cleansing and unblocking activities to
be carried out every year.
In this example, the head of the pumps department was getting hassle because the pumps
needed very frequent unblocking. He said he suspected that there was nothing wrong with the
pumps, the problem was that there was insufficient money being allocated to cleansing and so

2. FAQ: TotEM Total Enterprise Modelling
Confidential. Copyright © 2015 Overbeck Analitica, All Rights Reserved.
the media was becoming worse and blocking up the pumps. This all has huge financial and
emotional implications and raises numerous questions. Where do you best direct many millions
of pounds to prevent flooding of people’s property and beaches? Do you put it into more
cleansing or into different pumps or something else? What is the connection between cleansing
activity, media quality and pump unblocking? How do you even formulate the right business
question before you begin to enable the modelling of the data for these thousands of pumps
and miles of pipes?
This is where TotEMTM
comes in. CRISP-DM is used to tackle the modelling part of this problem
but it rarely challenges the business sufficiently to pinpoint the correct question to be asked.
What is involved with TotEM?
The TotEMTM
process begins with the experienced team at OA conducting a series of structured
interviews with senior execs. We know what’s really needed in order to begin a good CRISP-DM
modelling cycle and that is what we work towards through a series of interviews and
workshops. We then create recommendations that contain one or more carefully formed,
critical business questions. Each structured question enables a CRISP-DM modelling cycle to be
undertaken with questions that address very significant, previously untapped novel business
value. This approach ensures that we, together with our customer stakeholders, get the right
answer to the right question.
When is TotEMTM
not used?
TotEMTM
is extremely effective in situations where a complex business problem needs to be
tackled by several different departments and is used a lot with sophisticated data techniques
such as predictive analytics. It is not applicable where a defined set of information needs to be
delivered or structured for easier navigation, so we wouldn’t use it to deliver a dashboard or
develop a data warehouse for instance.

3. FAQ: TotEM Total Enterprise Modelling
Confidential. Copyright © 2015 Overbeck Analitica, All Rights Reserved.
What can go wrong when a framework like TotEM is not used?
As an example of how costly modelling can be when a framework like TotEMTM
is not used,
consider what happened to a major international subscription media company. They had been
an early innovator in a rapidly growing market which then matured. They realised they were
losing customers to competitors who had entered the market later and they needed to do
something about it. Being a switched-on company they wanted to use their customer
behaviour data to help them decide what to do, so they formulated as their business question,
“How do we retain customers?”
With the aim of retaining customers, the company applied CRISP-DM and developed a
propensity model to apply differential treatments to different customers depending on their
different characteristics. At a practical level, they translated that into a set of different ways for
the customer service team to respond to different customers who rang up to cancel their
subscription. The campaign was very successful in that many customers were saved from
leaving. However, despite successful customer retention, the company’s profitability declined
sharply. The problem was that they were getting the right answer to the wrong question.
Why TotEM is more effective than a modelling methodology such as CRISP-DM
TotEMTM
asks more fundamental business questions before diving into data modelling. The
business issue for this company was not just to retain customers, but also to retain the right
customers and to help the others leave. Some customers are not profitable, but it can be hard
to spot them when you have millions of customers – hence the value of modelling.
Finding the right business question.
In this case the right business question derived from TotEMTM
turned out to be, “What is the
propensity of a customer to be saved?” This business question was identified through the
business-level engagement of TotEMTM
and it completely changed the subsequent modelling
approach. The right answer was now being sought to the right question.
The subsequent modelling using our enhanced form of CRISP-DM unearthed a significant group
of customers who were repeatedly threatening to leave and being given incentives to stay. This
was what made them unprofitable: they were freeloaders. The new model took this behaviour
into account and identified customers whose behaviour needed to be changed or else they
should be encouraged to leave. This is how TotEMTM
differs from using a pure modelling
approach such as CRISP-DM. Modelling frameworks ensures the right answer is achieved and
TotEMTM
additionally ensures it is the right answer to the right business question.

4. FAQ: TotEM Total Enterprise Modelling
Confidential. Copyright © 2015 Overbeck Analitica, All Rights Reserved.
What is the TotEM staged delivery methodology?
Considering a TotEMTM
approach on Predictive Asset Management as an example, our staged
delivery methodology guarantees successful solution deployment. Starting with initial Proof of
Concept (Vision & Scope Study) to full solution roll out (Operate & Evolve Service) enabling asset
intensive organisations such as water, energy and manufacturing to shift their business
processes and maintenance systems from fail-and-fix to predict-and-prevent economic
maintenance regime.
Predictive Asset Management
… using …
Reliable, fit-for-purpose data
… from …
Optimised business processes
… delivering …
Reduced combined maintenance cost
and risk control preventing outages, loss and pollutions
… avoiding …
Business ‘Silo Effect’ constraints

5. FAQ: TotEM Total Enterprise Modelling
Confidential. Copyright © 2015 Overbeck Analitica, All Rights Reserved.
What is TotEM weekly progress/status reporting?
A single point of contact, usually your appointed engagement or project manager overlooking all
TotEMTM
deliverables is publishing a two page summary weekly progress update report, tracking
the project from kick off to successfully steering the project to agreed deliverables on time and
on budget.
Our TotEMTM
data driven implementations are transparent and fully auditable receiving industry
wide recognition.