This document discusses business intelligence (BI) capability and maturity models. It begins by listing major BI application categories. It then presents frameworks for assessing maturity levels for BI metrics, user experience, data, and analytics capabilities. Expected maturity levels are outlined for each BI application category. Other sections define frameworks for assessing performance management and knowledge management maturity levels. The document proposes a decision making analysis framework and outlines the scope of BI activities.

1. BI CAPABILITY & MATURITY MODEL
Yiwei
Chen
Updated
on
2010
yiwei_chen@yahoo.com

2. BI APPLICATION CATEGORIES
• Mul$-­‐dimensional
Analysis
• Click-­‐stream
analysis
• Data
mining
• Forecas$ng
• Business
analysis
• Balanced
scorecard
prepara$on
• Informa$on
visualiza$on
• Querying,
repor$ng,
and
char$ng
• Geospa$al
analysis
• Knowledge
management
• Enterprise
portal
• Mining
for
media
data
• Digital
dashboard
access
Source: Business Intelligence Roadmap – The complete project
lifecycle for decision support, by Larrissa Turpeluk Moss and Shaku
Atre
Major BI Application Categories
• Corporate performance management
• Methodologies, metrics, processes, and systems used to
monitor and manage the business performance of an
enterprise (Gartner)
• Decision support
• An interactive software-based system intended to help
decision makers compile useful information from a
combination of raw data, documents, personal knowledge,
or business models to identify and solve problems and
make decisions (Wikipedia)
• Knowledge management
• Comprises a range of strategies and practices used in an
organization to identify, create, represent, distribute, and
enable adoption of insights and experiences. Such insights
and experiences comprise knowledge, either embodied in
individuals or embedded in organizational processes or
practice (Wikipedia)
Major BI Application Purposes

3. BI CAPABILITY MODEL
3
BI Metrics Capability
Level 1: Raw data
Level 2: Simple metrics
Level 3: Compound metrics
Level 4: Customizable metrics
BI UX Capability
Level 1: Manual (no tools at all)
Level 2: Static (scheduled/on-demand/prepared)
Level 3: Interactive (dashboard)
Level 4: Cascading (scorecards)
BI Data Capability
Level 1: Current
Level 2: Historical (DM)
Level 3: Aggregated (WH)
Level 4: Lifecycles (Analytical)
BI Analytics Capability
Level 1: Fact (what happened)
Level 2: Reactive (why happened)
Level 3: Anticipative (how happens)
Level 4: Predictive (what to happen)

4. EXPECTED MATURITY LEVEL
4
Category
Data
Capability
Metrics
Capability
Analy$cs
Capability
UX
Capability
Mul$-­‐dimensional
analysis
L3:
Aggregated
L3:
Compound
L2:
ReacAve
L1:
Manual
Click-­‐stream
analysis
L1:
Current
L2:
Simple
L1:
Fact
L3:
InteracAve
Data
mining
L2:
Historical
L4:
Customizable
L1:
Fact
L2:
StaAc
Forecas$ng
L4:
Lifecycle
L3:
Compound
L4:
PredicAve
L3:
InteracAve
Business
analysis
L4:
Lifecycle
L4:
Customizable
L4:
PredicAve
L4:
Cascading
Balanced
scorecard
L4:
Lifecycle
L3:
Compound
L3:
AnAcipaAve
L4:
Cascading
Informa$on
Visualiza$on
L4:
Lifecycle
L3:
Compound
L4:
PredicAve
L3:
InteracAve
Querying
and
repor$ng
L3:
Aggregated
L2:
Simple
L3:
AnAcipaAve
L3:
InteracAve
Geospa$al
analysis
L4:
Lifecycle
L4:
Customizable
L3:
AnAcipaAve
L3:
InteracAve
Knowledge
management
L4:
Lifecycle
L4:
Customizable
L4:
PredicAve
L3:
InteracAve
Enterprise
portal
L3:
Aggregated
L3:
Compound
L3:
AnAcipaAve
L3:
InteracAve
Mining
for
media
data
L2:
Historical
L4:
Customizable
L1:
Fact
L2:
StaAc
Digital
dashboard
access
L4:
Lifecycle
L3:
Compound
L3:
AnAcipaAve
L3:
InteracAve
Each
category
of
BI
applica$on
has
its
designed
capabili$es
and
expected
level
of
capability
An application of a
higher level of
capability does not
necessarily means it
also contains all
lower level
capabilities. But it
implies the lower
level capabilities are
already accessible
within the
organization
A real-world
application may go
across multiple
categories
Categorical Minimum Capability Expectation

5. DECISION MAKING SUPPORT ANALYSIS FRAMEWORK!
Type
Category
Predic$ve/
Forecast
An$cipate/
Monitoring
Reac$ve/
Postmortem
Facts/
Raw
Data
Market Analysis Top prospects;
Competitive;
Coverage;
Inventory;
Competitive;
Market share;
User conversion;
Competitor event correlation;
Competitor traffic;
Competitor intelligence;
Scenario
Analysis
Product offering;
Solution offering;
Partner performance forecast;
Renewal assessment;
Optimization opportunity
analysis;
Comparative analysis;
Purchase
Analysis
Deal model;
Budget allocation;
Overall profitability analysis;
Budget allocation;
Overall profitability analysis;
Cost-benefit
Analysis
Deal model;
Profitability analysis;
ROI analysis;
Strategic performance
analysis;
ROI analysis
Cross product/geo
performance comparison;
Payout-ratio;
Partner traffic;
Causal Analysis Opportunity publication;
Opportunity subscription;
Alert drill-down;
Event impact
monitoring;
Trend analysis;
Event publication;
Event subscription;
Event annotation;
Event correlation;
A
way
to
organize
all
current
and
upcoming
decision
support
analysis
and
repor$ng
work
to
facilitate
the
BI
requirement
analysis
and
knowledge
organiza$on
Main BI activities
are decision
making analysis
and reporting
Along with the
sales lifecycle and
types of the data
in need, we can
group the
analysis and
reports into 5
major categories.
Decision Making
Analysis Framework

6. PERFORMANCE MANAGEMENT MATURITY FRAMEWORK!
Source: A Capability Maturity Model for Corporate Performance Management by Logica

7. KNOWLEDGE MANAGEMENT MATURITY FRAMEWORK
7
Maturity
Level
Behavior
Goals
Infrastructure
Goals
Level
1:
Possible
People
voiced
the
need;
Sporadically
and
voluntarily
sharing
the
knowledge;
Inventory
of
knowledge
assets;
Level
2:Encouraged
Knowledge
is
valued
as
an
asset;
CulAvated
as
an
organizaAon
culture
to
share;
Leadership
endorsement
and
commitment;
Encouraged
and
rewarded
for
sharing;
Knowledge
is
persistent
in
some
way;
Tracking
of
tacit
and
implicit
of
knowledge;
Level
3:
Prac$ced/Enabled
Knowledge
sharing
is
pracAced;
Goals
are
set;
Sharing
becomes
a
common
pracAce;
Tools
and
mechanisms
to
enable
the
acAviAes
of
sharing
the
knowledge;
Built
integrated
knowledge
repository;
Built
knowledge
taxonomies;
Level
4:
Managed
Co-­‐workers
find
it
easy
to
share
the
knowledge;
Higher
successful
rate
in
locaAng
sought
knowledge;
Knowledge
sharing
acAviAes
are
monitored
and
measured;
Easy
of
use
for
the
tools;
Promote
and
mandate
the
use
of
knowledge
sharing
tools
and
mechanism;
Change
management
principles
are
endorsed;
Level
5:
Con$nuously
improved
Mechanisms
and
tools
for
accessing
knowledge
are
widely
accepted
and
accessible;
SystemaAc
effort
in
measuring
and
improving
the
knowledge
sharing;
Contents
in
the
tools
and
mechanisms
are
refreshed
and
up-­‐to-­‐
date;
Tools
and
mechanisms
are
periodically
enhanced
and
upgraded;
Business
processes
for
sharing
knowledge
are
frequently
reviewed;
Source:

8. BI MISSION & BI ANALYSIS FRAMEWORK!
Type
Category
Predictive/
Forecast
Anticipate/
Monitoring
Reactive/
Postmortem
Facts/Raw Data
Market Analysis Top prospects;
Competitive;
Coverage;
Inventory;
Competitive;
Market share;
User conversion;
Competitor event correlation;
Competitor traffic;
Competitor intelligence;
Scenario Analysis Product offering;
Solution offering;
Partner performance
forecast;
Renewal assessment;
Optimization opportunity
analysis;
Comparative analysis;
Purchase
Analysis
Deal model;
Budget allocation;
Overall profitability analysis;
Budget allocation;
Overall profitability analysis;
Cost-benefit
Analysis
Deal model;
Profitability analysis;
ROI;
Strategic performance
analysis;
ROI;
Cross product/geo
performance comparison;
Payout-ratio;
Partner traffic;
Causal Analysis Opportunity publication;
Opportunity subscription;
Alert drill-down;
Event impact monitoring;
Trend analysis;
Event publication;
Event subscription;
Event annotation;
Event correlation;
Foster
best
prac$ces
with
the
use
of
technology
to
support
BI
ac$vi$es
regarding
direct
partnerships
Mission
Main BI activities
are decision making
analysis and
reporting
Along with the
sales lifecycle and
types of the data in
need, we can group
the analysis and
reports into 5
major categories
Decision Making
Analysis
Framework

9. BI SCOPE!
Only limited to the strategic business at the current stage
Focus mainly on BI tools development and roll-out
Mainly focus on strategic reporting needs
Strategic Reporting
Operational Reporting
Executives
Regional Lead
Vertical Lead
BDs
Pre-sales
Account Managers

10. Product
Category
Display Ads AFS AFC Text AFD
Market Analysis High Priority Medium Priority Low Priority Low Priority
Scenario Analysis High Priority Low Priority Low Priority Low Priority
Purchase Analysis Low Priority Low Priority Low Priority Low Priority
Cost-benefit Analysis Medium Priority Medium Priority Medium Priority Medium Priority
Causal Analysis Medium Priority Medium Priority Medium Priority Medium Priority
BD’S BI NEEDS ASSESSMENT & PRIORITY HEAT MAPS!
Adver$ser
&
publisher
acquisi$on
is
the
top
priority

11. GAP ANALYSIS & ALIGNMENT STRATEGY!
Category BI Priorities Current BI Capabilities PSO Alignment Plan
Market Analysis High Priority for
Distribution Business
None Built a BI practice knowledge sharing site
Scenario Analysis Low Priority No need yet
Purchase Analysis Low Priority No need yet
Cost-benefit
Analysis
Medium Priority Weekly distribution report Enhance reporting system to support Sales
Finance and Channel Strategy
Causal Analysis Medium Priority for
Referral deals
BI handyman tool Integrate some of the BI handyman tool
features into the Magellan project
Focus
on
best
prac$ce
sharing
and
enhancing
BI
data
quality

12. THE END
yiwei_chen@yahoo.com