This document discusses how to link analytics to business strategy using a strategy map and decision architecture. It provides a simplified example of a strategy map that connects business objectives and goals to decisions, analytics capabilities, data infrastructure, and IT infrastructure. The strategy map is meant to help prioritize analytics investments by mapping them to immediate and long term business impacts. It also provides tips for implementing an analytics strategy such as starting with a small proof of value project and building incrementally. The document is from a company called Zeno Analytics that provides analytics strategy consulting services.

1. Analytics Strategy
Value Map
Linking Analytics to Strategy
© Zeno Analytics, 2018

2. Zeno Analytics
Connecting decisions to data by translating advanced analytics to
effective actions
“Analytics Translator” and “Data Translator”
Close the gap between reality and expectations of your
advanced analytics investments & projects.
Contact: Jaap Vink
jgavink@xs4all.nl
+31 615 86 0115
https://www.linkedin.com/in/jaapvink/
© Zeno Analytics, 2018

3. IT
Architecture
Convergence
© Zeno Analytics, 2018
Data
Business
Process
Analytics

4. IT
Architecture
V-Spot
© Zeno Analytics, 2018
Data
Business
Process
Analytics
VAL
UE

5. Think in strategy maps
• See, for example,
Having Trouble with Your
Strategy? Then Map It
Robert S. Kaplan
David P. Norton
HBR, September 2000
© Zeno Analytics, 2018

6. Think about a decisioning
architecture
• Based on
Service Value Modeling: A
Systematic Method to Unveil
the Business Value of
Industry Solutions
Guang-Jie Ren
Yuichi Nakamura
Heiko Ludwig
Proceeding of 2014
Annual SRII Global
Conference
© Zeno Analytics, 2018

7. Mapping Analytics Value to Strategy
Decisioning Architecture Strategy Map
Contribution to Business
outcomes
Immediate impact from
Analytics
Immediate impact from
Data
Immediate impact from
IT
© Zeno Analytics, 2018

8. A simplified example
Business Objective
Business Goal A Business Goal B
Decisions
Analytics
Capability 1
Analytics
Capability 2
Analytics Capablity
3
Analytics
Capability 4
Analytics Infrastructure
Data Infrastructure
Internal Data External Data
IT Infrastructure
© Zeno Analytics, 2018
Increase Revenue
Acquire new customers
Who to target?
Prospecting Credit Limit
Predictive Modeling/ML & Campaign
optimization
Customer & Prospect data
Customer Product & Revenue,
Campaign data
Marketable Market Universe
IT Infrastructure
Increase Revenue
Acquire new customers
Who to target?
Prospecting

9. (Overly) Simplified Mapping
© Zeno Analytics, 2018
Increase Revenue
Acquire new customers
Who to target?
Prospecting Credit Limit
Predictive Modeling/ML & Campaign
optimization
Customer & Prospect data
Customer Product &
Revenue, Campaign data
Marketable Market Universe
IT Infrastructure
Increase Revenue
Acquire new customers
Who to target?
Prospecting
Payment
Received
Total
Revenue
New
customer
s
Revenue/
new
customer
Conversio
n Rate
Order
Value
Bounce
rate
External
Credit
Risk
Accuracy
Number
of
Duplicate
s
Number
Customer
s with
missing
data

10. Prioritize
© Zeno Analytics, 2018
Low
hanging
fruit
Start
planning
When
resources
available
Do not
touch
(yet)
Expectedvalue
Expected effort
High
Low
Low
High

11. Expected Value & Effort
• “Proof of Value”
• Limited time project with clear goals linked to business
objectives
• Make sure it leads to real results
• Stories from other organizations & industry analysts
• Don’t hesitate to look to other industries
• Be critical about the content
• “Think big, Start small”
• Build incremental
• Continuously Learn & Improve
© Zeno Analytics, 2018

12. Zeno Analytics
• Analytics Process Review
• Review your current analytics process based on business goals, data used,
analytics employed & deployment in business process
• Executive Workshops Analytics Strategy
• Analytics Acumen Assessment
• Identify & Define Analytics use-cases in your organization to improve business
outcomes and a roadmap for implementation
• (Re-)Design Analytics Solutions
• Organize, Monitor & Guide Implementation process
Contact: Jaap Vink
jgavink@xs4all.nl
+31 615 86 0115
https://www.linkedin.com/in/jaapvink/
© Zeno Analytics, 2018