• Cognizant 20-20 Insights

Mobile Enterprise Analytics in 60 Minutes
To better service today’s on-the-go decision makers ...
Percent of Global Internet Traffic from Mobile Devices









information architecture. As with most elements
of mobility, speed is of the essence. There are
many analytics tools that ...
Interact with Report Charts and Tables

Figure 4

Figure 5

regularly use business intelligence (BI) mobile
analytics can ...

•	 http://en.wikipedia.org/wiki/Mobile_web_analytics.
•	 http://www.marketingprofs.com/.
•	 Isson, Jean-Paul a...
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Mobile Enterprise Analytics in 60 Minutes


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Mobile analytics are becoming a key component of businesses' IT strategies; today's on-the-go decision makers depend on increasingly small and powerful mobile devices to deliver anytime/anyplace access to information, as well as provide the analytical capabilities needed to inform faster, better decisions; bolster workplace efficiency; and proactively plan and execute strategies.

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Mobile Enterprise Analytics in 60 Minutes

  1. 1. • Cognizant 20-20 Insights Mobile Enterprise Analytics in 60 Minutes To better service today’s on-the-go decision makers and inform their need for proactive planning and strategic execution, organizations must deliver anytime/anyplace data access and analytical capabilities to a vast array of mobile devices. Read on to see how your organization can build this capability in record-setting time. Executive Summary There is a mobility arms race underway in business, and if you are reading this white paper on your computer, you may already be behind. One of the most exciting opportunities on the horizon for enterprises of all kinds is tied to the emergence of rich digital experiences through increasingly small and powerful mobile devices. Mobile technologies are changing the way people communicate, work and play. In fact, much of the innovation we are seeing across industries is driven by the adoption of mobile apps. According to IDC,1 the world’s mobile workers will number 1.3 billion by 2015 — representing 37.2% of the global workforce. And the percentage of individuals with mobile access to the Internet is expected to grow exponentially (see Figure 1). Mobility is now front and center for businesses, governments and other institutions as they seek to accelerate decision making and extend their reach to customers and constituents across channels. And since user demands typically outpace development cycles, it is imperative to have a process in place that enables a detailed glimpse of the “to-be” application. Nowhere is cognizant 20-20 insights | december 2013 this more critical than in the emerging space of mobile analytics, where IT teams must quickly pilot and deploy new ways of delivering business intelligence to keep on-the-go decision makers up to speed in areas like budgeting, selling and marketing, and better inform strategic decision making. As enterprise mobility grows, businesses are jumping in feet first — although they are not necessarily prepared. At the same time, the increasing use of smart devices and tablets is making mobile analytics a key component of organizations’ IT strategies. The good news is that some of today’s more sophisticated and advanced business analytics platforms can deliver ad hoc analyses on mobile devices, including tablets. This white paper offers an outlook on the forces driving enterprise mobility, along with insights to help enterprises embrace mobile analytics capabilities quickly and effectively. Why Mobile Analytics is Important Given the ubiquity of mobile devices and the role they will play in analytics, it is important to understand how their capabilities will affect the organization (see Figure 1, next page).
  2. 2. Percent of Global Internet Traffic from Mobile Devices 35 30 30% 25 20 15 15% 10 5 0 10% 1% 2009 2.4% 6% 2010 2011 2012 2013 2014 Figure 1 • Improving the end user experience: Mobile Web analytics should be conceptually familiar to marketers who work with traditional Web analytics. Both are useful for understanding how customers consume content, and what changes can be made to optimize their browsing behavior. Moreover, doing this in real time differentiates winning companies. • Delivering custom content: Customized reports provide a more organized way for enterprises to look at their data. Once businesses have established the programs and features that work for their customers, they can better justify future investments. With the addition of data on the connecting device, mobile sites can be increasingly optimized to suit the specific interests of each consumer. Customization and personalization is a great way to convert visits into sales; organizations should use this ability to their advantage. Performance is often seen as the biggest problem for mobile users; therefore, establishing very specific “cause and effect” scenarios via analytics reports can show which segments need attention in order to improve the overall customer experience. >>Native apps or HTML5? While native apps may still hold an edge in performance, including enriching user experiences and affording opportunities for monetization, HTML5 offers advantages in other areas, such as cross-platform deployment of mobile applications, control over distribution, and the ability to overcome platform-fragmentation challenges. • Real-time data collection: Data is the corner- stone of engaging business campaigns. Mobile analytics harnesses the power of data to create more relevant, engaging messages that can increase ROI. Given mobility’s fast-changing and dynamic nature, real-time relevance is what matters most to enterprises. Constant monitoring can deliver up-to-date knowledge to perpetually refine the user experience through features such as interactive visualization, an interface to apply filters and various views of data. A complete lifecycle perspective on how individuals use reports/apps to improve user engagement is key to succeeding with mobile analytics. cognizant 20-20 insights Custom reports can also be incredible time savers if the right reports are generated. Rather than spending time searching for important metrics, organizations need analytical data that is neatly separated into columns. This allows for deeper assessments, which can lead to more meaningful, more actionable insight. Mobile Analytics in 60 Minutes As a result of the rising number and types of mobile devices, laptops have been replaced by “smart” devices such as tablets and smartphones. Increasingly, business people — especially executives — are demanding the ability to perform meaningful analytics activities from their mobile devices on the go, without the burden of cumbersome carry-ons. However, as with any greenfield initiative, there are likely to be obstacles in the road. Any adoption of mobile analytics technologies must be predicated upon how well they fit the business, and how well they are integrated into the enterprise 2
  3. 3. information architecture. As with most elements of mobility, speed is of the essence. There are many analytics tools that fall into multiple categories. They can differ significantly, and can serve a variety of purposes within areas like content marketing. For example, Marketing AI2 provides analytics that inform content optimization for B2B marketers. Google Analytics3 allows companies to customize reports, measure the impact of social media and mobile applications on Web site traffic, and calculate conversion rates. Likewise, Japersoft4 Mobile BI allows businesses to create highly interactive reports; provide online and cross-tab sorting, filtering, conditional formatting and column move/hide, along with format changes that can be saved for re-use. Given market demand for real-time mobile analytics and Jaspersoft’s interactive report-generation capabilities, we used this tool to create a marketing analytics application in 60 minutes. We tried various business-intelligence features of the software, such as dashboard creation, interactive charts and configuring mobile reports with dynamic input controls, for example. Figures 2 and 3 offer a glimpse of some of the business intelligence features that were created using Jaspersoft’s mobile analytics tool. So successful was this proof of concept that we have applied what we learned to assist a U.S. multinational conglomerate interested in incorporating mobile analytics using interactive charts and a dashboard. Among the key features we used to create a solution for our customer were: • Dynamic parameter: Build a dynamic data store by extracting data from various relational and non-relational sources, and loading the same for subsequent operations (see Figures 2 and 3). • Interactive bar chart and tables: Interact with report charts and tables, including on-the-fly sorting, filtering and formatting of column values and headers (see Figure 4 and 5). • Data virtualization: Integrate multiple data sources into a single metadata view to enable analysis and reporting across disparate sources, without requiring ETL3 or a data warehouse. Looking Ahead Mobility’s growing pervasiveness as a marketing channel makes it more critical for organizations to analyze in real time how they attract and reach customers. Mobile analytics puts the brilliance and power of data into the hands of decision makers at the moment of need, and in more useful ways, to derive meaning and enhance decision making. In 2014, over 30% of the market will use smartphones as their primary mobile devices (as shown earlier in Figure 1). Clearly, mobile activity is spiking, regardless of an enterprise’s size, industry, marketing spend or mobile platform strategy. Mobile analytics can help organizations of all shapes and sizes deliver the right information to the right audience, at the right time, and at the right place to advance their business objectives. Increasingly, businesses consider mobile analytics vital to achieving cost savings and productivity enhancements. Interactive reports help business leaders make better decisions. Individuals who Building a Dynamic Data Store Figure 2 Figure 3 cognizant 20-20 insights 3
  4. 4. Interact with Report Charts and Tables Figure 4 Figure 5 regularly use business intelligence (BI) mobile analytics can noticeably improve their everyday operations by incorporating state-of-the-art tools into their assessments and reports. Intuitive solutions enable company administrators to bolster workplace efficiency in shorter periods of time. specific objectives, key performance indicators, and the methodology and tools for assessing and optimizing the organization’s mobile marketing efforts. No matter how simple the application, analytics gives stakeholders a level of insight that their application might not achieve otherwise. Every mobile portal and business customer requires a different set of metrics/reports. While analytics fundamentally provides data, it is the reports and configurations that really drive business value. Mobile analytics for business intelligence allows teams to quickly review large data sets in formats that are easy to understand. Highly interactive reports enable viewers to identify trends that could help their organization gain a competitive edge. Additionally, business intelligence mobile analytics reports are more scalable than traditional reports, and can be integrated across multiple departments to help decision makers more effectively evaluate comprehensive materials. The sooner we seize this opportunity, the greater our competitive advantage will be. To realize the best ROI with mobile analytics, organizations need a strategy that incorporates As technology advances, particularly in the software arena, so do the choices of mobile analytics suites. However, keeping up with the complex dynamics of technology advancement and choosing the right candidate can seem a daunting task. As a result, companies should be mindful of the effects mobile analytics has on IT processes, and have the agility to respond to these impacts with viable solutions. Footnotes 1 “IDC Predictions 2012: Competing for 2020.” IDC, December, 2011. http://cdn.idc.com/research/Predictions12/Main/downloads/IDCTOP10Predictions2012.pdf. 2. http://marketing.ai/. 3. http://www.google.com/analytics/. 4. http://www.jaspersoft.com/. 5. http://en.wikipedia.org/wiki/Extract,_transform,_load. cognizant 20-20 insights 4
  5. 5. References • http://en.wikipedia.org/wiki/Mobile_web_analytics. • http://www.marketingprofs.com/. • Isson, Jean-Paul and Jesse Harriott. “Win with Advanced Business Analytics: Creating Business Value from Your Data.” Wiley. October, 2012. About the Authors Giri Muthusamy is a Senior Associate within Cognizant’s Manufacturing & Logistics Business Unit focused on Java/J2EE projects. His interests revolve around the design of enterprise applications and RDBMS concepts. Giri holds a bachelor’s degree in mechanical engineering and is also a Microsoft SQL Server certified professional. He can be reached at Giri.Muthusamy@cognizant.com. Rahul Ramalingam is a Technology Specialist within Cognizant’s Manufacturing & Logistics Business Unit focused on Java/J2EE high-level system design and application development, and building enterprise software applications. He has an engineering degree in computer science and holds various software certifications, including IBM Rational solution designer — OOAD and TOGAF 8 Certified Enterprise Architecture Practitioner. Rahul can be reached at Rahul.Ramalingam@cognizant.com. About Cognizant Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process outsourcing services, dedicated to helping the world’s leading companies build stronger businesses. Headquartered in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry and business process expertise, and a global, collaborative workforce that embodies the future of work. With over 50 delivery centers worldwide and approximately 166,400 employees as of September 30, 2013, Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000, and the Fortune 500 and is ranked among the top performing and fastest growing companies in the world. Visit us online at www.cognizant.com or follow us on Twitter: Cognizant. World Headquarters European Headquarters India Operations Headquarters 500 Frank W. Burr Blvd. Teaneck, NJ 07666 USA Phone: +1 201 801 0233 Fax: +1 201 801 0243 Toll Free: +1 888 937 3277 Email: inquiry@cognizant.com 1 Kingdom Street Paddington Central London W2 6BD Phone: +44 (0) 20 7297 7600 Fax: +44 (0) 20 7121 0102 Email: infouk@cognizant.com #5/535, Old Mahabalipuram Road Okkiyam Pettai, Thoraipakkam Chennai, 600 096 India Phone: +91 (0) 44 4209 6000 Fax: +91 (0) 44 4209 6060 Email: inquiryindia@cognizant.com © ­­ Copyright 2013, Cognizant. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the express written permission from Cognizant. The information contained herein is subject to change without notice. All other trademarks mentioned herein are the property of their respective owners.