2005 Peter Terpstra

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2005 Peter Terpstra

  1. 1. Peter Terpstra 14 th December 2005 Unlocking the business potential of your analytic s team
  2. 2. What we won’t cover <ul><li>Any SAS code </li></ul><ul><li>Any Silver bullets </li></ul><ul><li>Any hard and fast rules </li></ul>
  3. 3. What we will cover <ul><li>The Capabilities Spectrum </li></ul><ul><li>4 Workplace Profiles </li></ul><ul><li>Horses for Courses </li></ul><ul><li>What are we actually looking for? </li></ul>
  4. 4. The Capabilities Spectrum Business Specialists Managers Marketers Operations Data Specialists Statisticians Actuaries Data Warehousing Analysts Data Miners Business Wide issues Summary Reports Detail Accuracy Process Granular Custom Reports Excel SAS / EG /SQL Mainframe SAS Specialist Programming Data Warehousing Data Mining
  5. 5. What Does Your Business Look Like? Business Specialists Managers Marketers Operations Data Specialists Statisticians Actuaries Data Warehousing Analysts Data Miners Results Requests
  6. 6. The Key Business Specialists Managers Marketers Operations Data Specialists Statisticians Actuaries Data Warehousing Analysts Data Miners
  7. 7. What this means Business Specialists I II III IV Business Wide issues Summary Reports Detail Accuracy Process Granular Custom Reports Excel SAS / EG /SQL Mainframe SAS Specialist Programming Data Warehousing Data Mining
  8. 8. 4 Workplace Profiles <ul><li>I – Traditional Business Manager </li></ul><ul><li>II – Tech Savvy / background BM </li></ul><ul><li>III – The Proactive Analyst </li></ul><ul><li>IV – The Pure Specialist </li></ul>
  9. 9. Unlocking Their Potential <ul><li>I - The Traditional Business Manager </li></ul><ul><li>Understand the potential of the data </li></ul><ul><li>Try and think in business “IF, THEN DO” logic </li></ul><ul><ul><li>Ex1: IF customer A has turned down an offer twice, THEN DO not offer it to them again </li></ul></ul><ul><ul><li>Ex2: IF spend above 95 th percentile THEN investigate! </li></ul></ul>
  10. 10. Unlocking Their Potential <ul><li>II – Tech Savvy / background BM & </li></ul><ul><li>III – The Proactive Analyst </li></ul><ul><li>Translation of business logic into “IF-THEN DO ” </li></ul><ul><li>Modelling of business scenarios using summary data </li></ul><ul><ul><li>Ex1: Use of monthly spend data to assess the ROI of an acquisition campaign </li></ul></ul><ul><ul><li>Ex2: The use of predicted NPV to prioritise initiatives using Excel solver </li></ul></ul>
  11. 11. Unlocking Their Potential <ul><li>IV – The Pure Specialist </li></ul><ul><li>No magic bullet here </li></ul><ul><li>Bipolar personality traits </li></ul><ul><li>Don’t fight it, use it to your advantage </li></ul><ul><li>If you are: </li></ul><ul><ul><li>One of the others – Understand what these people can do for you and leverage it </li></ul></ul><ul><ul><li>A Pure Specialist – Recognise it and make sure the people you work with know what you can do for them </li></ul></ul>
  12. 12. Horses for Courses <ul><li>This applies to Software as well as people: </li></ul><ul><li>SAS = Data volume, automation and analytics </li></ul><ul><ul><li>Ex: Statistical Function on 50,000 rows, Excel = 24hrs, SAS=1s </li></ul></ul><ul><li>Excel = Summary data, interactive problem solving, experimentation </li></ul><ul><ul><li>Ex: Project Prioritisation optimised using solver </li></ul></ul><ul><li>To Cover the Spectrum needed usually need both and SAS now has excellent interactivity with Excel. </li></ul>
  13. 13. What are we actually looking for? <ul><li>Benefits of covering the Spectrum: </li></ul><ul><li>Find what we’re actually looking for: </li></ul><ul><li>Ex: Churn </li></ul><ul><ul><li>Disjointed analytics team will report customer numbers by product </li></ul></ul><ul><ul><li>Integrated analytics team will report: </li></ul></ul><ul><ul><ul><li>Transfers to other products, True lost customers, Consolidation of products, Use Stagnation </li></ul></ul></ul><ul><ul><ul><li>+ Which customers are doing this, affect on profitability, why they could be potentially doing this, indicators of when they are going to this </li></ul></ul></ul><ul><ul><ul><li>= Decide how best to STOP or leverage any phenomena </li></ul></ul></ul>
  14. 14. Summary <ul><li>Recognise the Spectrum of skills and software </li></ul><ul><li>Look for ways to create overlaps </li></ul><ul><li>Pick the right Horse </li></ul><ul><li>Find what you’re really looking for </li></ul>
  15. 15. Questions or Observations from the coal face

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