This document introduces an analytics maturity model that assesses maturity across 3 dimensions: analytical sophistication, analytical productization, and data management. It presents levels within each dimension from less mature to more mature. The model identifies leaders as having high levels across all dimensions. It acknowledges limitations in only being descriptive and aims to collect more data to build a predictive and prescriptive model. A survey is provided to help assess an organization's maturity according to this model.

1. Analytics Maturity Model
John A. De Goes
@jdegoes, john@precog.com

2. Agenda
• Preamble
• Dimension 1: Analytical Sophistication
• Dimension 2: Analytical Productization
• Dimension 3: Data Management
• The Analytics Maturity Model
• Limitations of the Model
• Survey
• Summary

3. Preamble
Analytics Maturity Model
Systematize analytics maturity

4. Analytical Sophistication
• A0: Entity Analytics
• A1: Descriptive Analytics
• A2: Predictive Analytics
• A3: Prescriptive Analytics

5. Insight Intelligence
{
{
Prescriptive Analytics
Descriptive Analytics
Predictive Analytics
Entity Analytics
“How many “How many “Who is going to “How can I make
customers do I widgets did I sell buy which widget, prospects buy
have?” last month?” and when?” widgets?”
Business Intelligence Business Analytics

6. Analytical Productization
• P0: Standard Interactive Tools
• P1: Internal Analytical Apps
• P2: External Analytical Apps
• P3: Data Products

7. Consumption Enablement Productization
{
{
{
Standard Analytical Tools
External Analytical Apps
Internal Analytical Apps
Data Products
• MicroStrategy • Field / POS apps • Embedded • Recommendations
• Tableau • Interactive analytics • Personalizations
• Cognos dashboards • Embedded • Automated
• SAS reporting decision-making
• R

8. Data Management
• D0: Few Structured Sources
• D1: Many Structured Sources
• D2: Multi-Structured Sources
• D3: Multi-Structured Sources + Metadata

9. Silos Data Integration Data Management
{
{
{
Multi-Structured Sources
Multi-Structured Sources
Many Structured Sources
Few Structured Sources
+ Metadata
• Financial • CRM • Log files • Provenance
• Sales • Support • Twitter • Quality
• Marketing • Multi-channel • Emails • Authorship
• IT • Apps • Ownership
• ERP • Clickstream • Confidence

10. Analytical
Sophistication
A3
Leaders
A2
A1
Followers
A0 Analytical
Productization
P0 P1 P2 P3
Data Management
D0 D1 D2 D2

11. Limitations of the Model
Where you are
Where you should be?

12. Survey
Please take 5 - 10 minutes to fill out the following
survey:
http://bit.ly/YHs9wm

13. Summary
• Much written on analytics maturity but few attempts to systematize
results
• Analytics maturity is complicated but 3 dimensions stand out:
• Analytical sophistication
• Analytical productization
• Data management
• Model successfully identifies well-recognized analytical leaders as
being more mature
• Limitation: model is descriptive, not predictive or prescriptive
• Need to collect much more data to build predictive / prescriptive
model

14. Q&A
John A. De Goes
@jdegoes, john@precog.com