We are data rich and information poor--many companies have lived through the same challenges. We used to look at data in standard form and try to justify why things did not go the way they were planned and forecasted. We performed "autopsies on dead bodies but never brought them back to life, instead of finding a remedy for cure to deal with the future!" Now we analyze data from multiple sources, establish patterns and cross references and then work on predictable models to allow Strategic Planning with a high degree of insight and proactive priority setting. It's a mind shift and mind-set change that has taken a hold of the company and is pervasive down to the lowest level of planning. Constant change is what challenges us to continuously question our own models and improve in order to manage our business successfully. For more information on the Loras College 2014 Business Analytics Symposium, the Loras College MBA in Business Analytics or the Loras College Business Analytics Certificate visit www.loras.edu/mba or www.loras.edu/bigdata.

1. Creating a Culture of Analytics
Gebhard F. Rainer
Hyatt Hotels Corporation

2. Evolution of Information
• Stone Age
• Cave drawings record experiences, beliefs and
learnings
• Ancient
Egyptians, Romans, Greeks, Chinese
• Alphabets are developed, stone
templates, papyrus and carvings are used to
record, scripts are written to preserve information

3. Evolution of Information
• Middle Ages
• Churches become powerful because of knowledge
and education. Libraries are established.
• 19th / 20th Century / Industrial Age
• Invention of Morse Code, telegraphic age
• Radio signals, telex, telephone, computers,
internet………

4. Evolution of Information
• Today
• IBM, WellPoint, and Memorial Sloan Kettering use
Watson to give doctors treatment options in
seconds. Streaming analytics process 5 million
messages of market data per second to speed up
trading decisions.

5. 90%
Of the World’s Data
2 Years
Has Been Created in the Last
The World is Making a Digital
Copy of Itself

6. 222011-2016
12.5
Billion
2020
1.3
Billion
Today
Smart Device Growth Data Production Increase

7. Thoughts Things Processes
Big Data Creates Many New
Opportunities

8. A Few Examples…
US HEALTH CARE
$300 B
“In a big data world, a competitor that fails to sufficiently develop
its capabilities will be left behind.”
Increase industry
value per year by
US RETAIL
60+%
Increase net margin
by
MANUFACTURING
–50%
Decrease dev.,
assembly costs by
GLOBAL PERSONAL
LOCATION DATA
$100 B
Increase service provider
revenue by
EUROPE PUBLIC
SECTOR ADMIN
€250 B
Increase industry
value per year by

9. MEDIA/
ENTERTAINMENT
Viewers / advertising
effectiveness
COMMUNICATIONS
Location-based
advertising
EDUCATION &
RESEARCH
Experiment
sensor analysis
CONSUMER
PACKAGED GOODS
Sentiment analysis of
what’s hot, problems
HEALTH CARE
Patient
sensors, monitoring,
EHRs
Quality of care
LIFE SCIENCES
Clinical trials
Genomics
HIGH TECHNOLOGY /
INDUSTRIAL MFG.
Mfg quality
Warranty analysis
OIL & GAS
Reserve Capacity
estimation,
Drilling
exploration
sensor analysis
FINANCIAL
SERVICES
Risk & portfolio
analysis
AUTOMOTIVE
Auto sensors
reporting
location, problem
s
RETAIL
Consumer
sentiment
Optimized sales &
marketing
LAW ENFORCEMENT
& DEFENSE
Threat analysis -
social media
monitoring, photo
analysis
TRAVEL &
TRANSPORTATION
Sensor analysis for
optimal traffic flows
Customer sentiment
UTILITIES
Smart Meter
analysis
Impacting Every Industry
ON-LINE SERVICES /
SOCIAL MEDIA
People & career
matching
Web-site
optimization

10. Use
Data
12%
Executives who feel they
understand the impact data
will have on their organizations
Produce
Data

11. Implications of Data Explosion
METRICS METHODS SKILLS

12. Even CFO’s Are
Getting More
Comfortable
of CFOs estimate that
over half of their enterprise
transactions will be delivered
through the cloud
Source: Van Decker, John, “Top 10 Findings From Gartner's Financial
Executives International CFO Technology Study”, May 16, 2012, p. 13.]

13. Talent crunch is real
What skills does a data scientist have to have to be
successful and facilitate a culture of analytics?
• Understand the business
• Be able to analyze social and unstructured data
• Design and test predictive models
• Know math and statistics
• Cross the lines between social sciences,
business and mathematics
• Tell stories using data

14. A Picture is Worth a Thousand Words
“20 billion neurons of the
brain are devoted to
analyzing visual information
to provide a pattern-finding
mechanism that is a
fundamental component in
much of our cognitive
activity.”
Colin Ware
Author, Information Visualization

15. A Picture is Worth a Thousand Numbers
There’s no question that visualization has become a critical capability
for organizations of virtually every shape and size. Easy-to-use software
makes complex data accessible and understandable for almost any
business user.
From discovery and visual exploration to pattern and relationship
identification, today’s visualization tools easily affirm the adage that a
picture is worth a thousand words, or in this case, numbers.

16. My personal evolution in analytics
• Have been in this industry
for 35 years
• When I started, we used big
brown paper ledgers, to
record
inventories, consumption
and costs, then manually
calculated KPRs
• The most important tool was
a pencil and an eraser
• My first computer at work
was a floppy disk drive with
64k of memory
• We used a spreadsheet
application called
“Symphony”

17. My personal evolution in analytics
• For many years it was
“spreadsheet hell” and job security
came through knowledge and safe
guarding of hundreds of
spreadsheets and links for
consolidation
• Accounting “ruled” because they
were the only ones using them!
• In early 2000, when I first came to
Chicago, we decided to make a radical
change.
• We wanted to have a
consolidation, budgeting and
forecasting system, all
integrated, with a Business
Analytics Portal, allowing
information to be distributed in a
uniform, accurate, timely and
meaningful way.

18. A Culture of Analytics
Does your business support a culture that asks the right kind of
questions to solve business problems?

19. Why is Culture important?

20. Why is Culture important?
Mind-set change
• Analytics is as good as the
data is – clean data is key
• I have to have a mind-set to
look beyond the numbers and
statistics
• I need to ask every time –
why, how, when and where?
• “It’s all in the presentation” – I
need to have a uniform view of
data throughout the enterprise
Behavioral change
• Make the analytical approach
part of your daily routine
• Rely on solid information and
analysis before you make a
“gut decision”
• Focus on proactive changes
from learnings coming out of
analytics, don’t waste time on
“crying over the past”.

21. It’s all in the Presentation

22. Analytics at Hyatt
• Our CEO is data driven and
supports the company in evolving
it’s analytical capability.
• Multiple platforms, multiple tools
and multiple data sources – we
now have the capability to realize
the power of analytics to support
our strategy.
• Cross-functional, cross-
departmental and a global
analytics approach – the world is
flat!!
Leadership must be
data driven,
Executives drive
culture and behavior
within the
organization.

23. Analytics at Hyatt
• We decided to go with Hyperion
Financial Management and
Hyperion Planning as our
platform.
• We decided to implement a 24
month rolling forecast.
• We wanted to introduce
scorecards to have tangible
metrics to measure success.
• We were still two private
companies, operating with very
different philosophies and focus.
It’s a journey, not a
sprint and it takes
some bold decisions
to effect change in
the organization.

24. Mind-set change
• It took us 10 years to make a
quantum shift in mindset and
become a data driven
organization.
• Why is that important for a
Hospitality Company??
• Shouldn’t we be more service
driven than data driven??
Analyze, think, decid
e – make mistakes
and learn from them
fast, don’t hesitate to
try and fail –
success comes
through learning
from failures.

25. Analytics – Personalized
and Personal
• We believe in Preference as a
differentiator.
• To become the most preferred
brand in our industry, we must
create emotional and memorable
experiences for our customers
and employees.
• Being able to make use of data
analytics, enables us to create
personalized experiences for
customers and employees.
The best minds of
my generation are
thinking about how
to make people click
ads. That sucks!
Jeff Hammerbacher
Cloudera Founder

26. Business Analytics Infrastructure
Business Analy cs Pla orm
Analy cs, Predic ve Modeling, Repor ng
External data
sources
Oracle R12
Marke ng
Enterprise
Data
Warehouse
HFM, Hyperion
Planning
HR
Peopleso
data
Other
Opera ons
data sources
Human
Resources
Food &
Beverage
Rooms
Marke ng &
Sales
Finance Other
Departments
ASPACEAME/SWAsiaAMERICASCORPORATE
Being able to deliver relevant Information from multiple data
sources in a timely and accurate manner
Geographic Structure
Functional Departments

27. Creating a Culture of Analytics

28. Creating a Culture of Analytics

29. The Road Ahead………
It’s a long way to go….
• Stay focused
• Prioritize and choose
areas of meaningful
impact
• Continuously
challenge, question and
test predictability models

30. Q & A