Just the facts ma'am dynamics webinar - 11 4 2013 v2

©2013 Halo Business Intelligence | All
Rights Reserved
@Halo_BI #HolisticBI

“Just the Facts, Ma’am”:
What Makes Data-Driven Organizations
Better?
Ray Major, CEO
Halo Business Intelligence

What makes them better?
• Leverage data to:
– Create better products
– Increase user experiences
– Improve fraud detection
– Maximize Marketing campaigns
– Anticipate supply/demand conditions in different
markets
– Risk mitigation
– Have better dialog with customers

Agenda
• Humans need for Data
• What does it mean to be data driven
• How companies benefit from being data driven
• 5 Steps to becoming data driven

Source: Cast Away, 20th Century Fox 2000

Why do we need to use data to drive
decisions anyway?
Rights Reserved

Decisions drive business
500 Number of decisions made
by an employee per day
X 100 workers
= 50,000decisions per day
X 200 work days per year
= 10,000,000 decisions per year
Decisions require Human Intelligence
? ??

Why do we need to be data driven?
Where you have been Where you are going
When something goes wrong When you reach your target

Benefits of being data driven
Drive STRATEGY and direction of the organization
Provide FOCUS for: the organization, department,
or individual
Help make
DECISIONS
Drive
PERFORMANCECHANGE and evolve with the organization

The problem with Business Intelligence
8out of 10 2out of 31out of 12
Not achieving desired goals Have achieved anticipated ROI Need to improve
analytic capabilities

WHAT DOES IT MEAN TO BE DATA
DRIVEN

Being Data Driven
Data concentrated
in the hands of a
few individuals
Data used by
small groups of
people or
departments
Data integrated
into day-to-day
corporate
operations and
decision making
Data utilized by
corporate
ecosystem of
suppliers, vendors
distributors and
customers
DATA-DRIVEN MATURITY“Not” data driven Data Driven
“Siloed” “Enterprise”“Departmental” “Ecosystem”

Data-driven Decision Management
is an approach to business governance that
focuses on gathering data and analyzing it
to guide corporate decisions at all levels
within an organization.

Attributes of Data-Driven Companies
• Believe companies, not employees own the data.
• Shared data should be used by as many
employees as possible
• Make data collection a primary activity across
departments
• Have buy in from the top

HOW COMPANIES BENEFIT
FROM BEING DATA DRIVEN

Where do Data Driven Organizations see benefits?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Increased
Productivity
Cost Reduction Faster Decision
Making
Program
Improvements
Improved Financial
Performance
Siloed Users
Enterprise-wide
Users
Source: Harvard Business Review 2012

Data Driven Cultures
Mandate the use of analytics
7% 87%
0% 100%
Use the right metrics
12% 80%
Promote Decision-making transparency
59%23%
0% 100%
0% 100%

Data-Driven Decision Making
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Reporting Analysis
Dashboarding
Real Time
Monitoring
Predictive
Modeling
Innovation
Analytics Role in Decision Making
Siloed Users
Enterprise-wide
Users
Source: Harvard Business Review 2012

Benefits of being Data-Driven
year over year increase in:
• 34% operating cash flow.
• 42% operating profit.
• 41% organic revenue.
nearly 4 times
the industry average
Source: Aberdeen, 2011
• 40% sales pipeline.
nearly triple the industry average
• 20% return on mkting investment
more than double the industry average
• 94% customer retention
• 96% employee retention

Tying data
to Goals
Corporate Goals
Data Sources

Tying data
to Goals
Corporate Goals
Data Sources Data Sources
Have you solved the
problem?
Or exacerbated it?

Tying data
to metrics
Corporate Goals
Critical Success Factors
Corporate KPIs and KRI’s
Business Processes
Data Sources
Business Level Metrics
(PI’s and RI’s)

(PI’s and RI’s)
Improve customer service
Increase customer retention rate
• Faster problem solving
• More Information online
• Less Phone wait
Monthly customer churn rate
• Target 24 hrs for resolution
• 20% per month for 5 months
• 2 minute average wait time
• Calculation from the CRM
• Requires an inventory and plan
• Intercept Phone System data
Corporate Goals
Business Processes
Data Sources

(PI’s and RI’s)
Build a raft suitable
to get over the reef
Get off the Island
• Braid 4 25 foot ropes per day for 30 days
• Collect 10 coconuts per day
120 lengths of 25 foot ropes
Collect 100 coconuts
• Braid one before lunch one
after, two in the evening
• Collect 10 coconuts per day for
10 days
• Local vines
• Coconut trees
Corporate Goals
Business Processes
Data Sources

5 STEPS TO BECOMING DATA DRIVEN
Parts of the following section of the presentation draw from:
The Intelligent Company: Five Steps to Success with Evidence-Based Management,
Bernard Marr, 2010

STEP 1: Define Objectives and Information Needs

Which road do I take? She asked
His response was a question:
Where do you want to go?
I don’t know,” Alice Answered,
“Then,” said the cat, “It really doesn’t matter.”
Lewis Carroll’s Alice in Wonderland

1. What Goal are we trying to achieve?
2. What do we need to know to achieve this Goal?
3. How will we acquire the knowledge?
4. Who are the stakeholders?
5. What do they need to know?

Define Objectives and Information Needs
Balanced ScorecardRobert Kaplan (Harvard Business School), David Norton 1996
Strategic Framework

Financial:
Increase shareholders
value
Internal Business
Processes:
How value is created
and sustained
Customer:
The differentiating value
proposition
Learning /
Growth:
Role of intangibles:
People, systems, culture
Revenue Growth Strategy
Productivity Strategy
Revenue from new customers
Increased Share of Wallet
Become Industry Cost Leader
Maximize use of existing Assets
Increase Quality
Rapid purchase process
Appropriate Selection
Increase product options
Outstanding Customer Rel.
Timely Distribution
Improve supplier efficency
Knowledge management
Enterprise use of metrics
Reduce errors per 1,000
One-click shopping
8 vs 3 option packages
Invest in Mkt research/ R&D
Reduce wait time to 2 minutes
Ship within 24 hrs.
Supplier Scorecard
Internal training classes
Data-Driven Initiatives

•Strategy/Vision/Mission
•KPI’s. KRI’s, Financials
Executive
Management
•Business Processes
•PI’s Ri’s, machine uptime, customer sat.
Operational Decision
Makers
•Reports and Analytics
•Create Information, raw data needs
Analysts, Controllers,
Report Developers
•Data Gathering/Management
•Accessibility and Usability of data
ETL Developers,
Database specialists
•IT infrastructure
•Data storage
IT Professionals
Informationrequirements
InformationSupply
BI is a layered and hierarchical discipline
•Concerning information requirements:
Underlying layers are subject to layers above
•Concerning information flow
Higher layers are subject to underlying layers
BusinessDriven
Environment
TechnicallyOriented
Environment
Who needs what data.
Define Objectives and Information Needs

STEP 2: Collect the Right Information

I never Guess……..
… It is a capital mistake to
theorize before one has data.
Insensibly one begins to twist
facts to suit theories, instead of
theories to suit facts.
Sir Arthur Conan Doyle

Collecting the right data
•Determine the right data needed to answer the questions
•Is the data in the right format?
•If not, How do we obtain it?
•Existing data sources? CRM, ERP, POS, etc.
•Surveys?
•Big Data?
•Monitoring processes?
•Quantitative vs. Quality data
Collect the Right Information

Indicators
Historic Future
KPIKRI
PIPI
PIPI
PI
RIRI
RI RI
RI
PeripheralKey
KEY:
Crucial,
Pivotal,
Indispensable
Not KEY:
Lesser,
Minor
Auxiliary
Collect the Right Information

STEP 3: Analyze Data, Gain Insights

Data is not information …..
… information is not
knowledge,
knowledge is not
understanding,
understanding is not
wisdom.Clifford Stoll, Astronomer

Data Dumps =/= Data Driven
•Turn the data into relevant insights (wisdom)
•Analyze the data in all ways possible
•Extract relevant information from the data
Analyze Data, Gain Insights

Human Intelligence Continuum
Researching Absorbing Interacting Reflecting
(Understanding)
Applied Knowledge –
”decisions”
(numbers, facts, figures)
(Interpretation of the data)
(what we know to be true)

Data to information to knowledge to wisdom
350
6 Smith
0.5
0.5
1.0
0.5
0.5
.25
Cups of brown sugar
Cups white sugar
Tablespoons cinnamon
Teaspoon lemon zest
Teaspoon salt
Teaspoon nutmeg
10 Tablespoons butter
Granny apples
2 1/2 Cups flour
degrees
1 Hr.

Six Sigma (DMAIC)
• Define Customer requirement (or KPI’s etc.)
• Measure Current Performance
• Analyze data – cause and effect
• Improve Process – fix/prevent problems
• Control Improvement to keep on course

STEP 4: Present and Communicate Information

You can have brilliant ideas …
But if you can’t get them across, your ideas
wont get you anywhere.
Lee Iacocca, CEO, Chrysler Corp.

Data cannot speak for itself.
•Present and communicate the information in a
way where the user has exactly what they need
•Pay special attention to determining the most
effective way of reporting and visualizing the
information.
Present and Communicate Information

•Strategy/Vision/Mission
•KPI’s. KRI’s
Executive
Management
•Business Processes
•PI’s Ri’s
Operational Decision
Makers
•Reports and Analytics
•Create Information
Analysts, Controllers,
Report Developers
•Data Gathering/Management
•Accessibility and Usability of data
ETL Developers,
Database specialists
•IT infrastructure
•Data storage
IT Professionals
Informationrequirements
InformationSupply
Executive
Dashboard
Grids and Graphs
Slice and Dice/
Drilling
Data Aggregation
Data Structures
BI is a layered and hierarchical discipline
•Concerning information requirements:
Underlying layers are subject to layers above
•Concerning information flow
Higher layers are subject to underlying layers
BusinessDriven
Environment
TechnicallyOriented
Environment
The right information for the right user.

Remember the target audience
• Frame the report with questions
(KAQ’s and KPQ’s)
• A picture is worth a 1,000 words. (or numbers)
• BI tools don’t solve problems, People solve
problems.

Remember the Target Audience
• Frame the report with questions
(KAQ’s and KPQ’s)
• A picture is worth a 1,000 words. (or numbers)
• BI tools don’t solve problems, People solve
problems.

STEP 4: Present and Communicate Information
STEP 5: Make Data based decisions

Knowing is not enough;
we must apply.
Willing is not enough;
we must do.
Johann von Goethe, author of Faust

Holistic Business Intelligence
Data-Driven
Holism
Technology
Culture
Internal
• Executives
• Operational Managers
• Business Analysts
• Information Users
External
• Customers
• Suppliers
• Vendors
• Distributors
Mission, Vision
KPI’s, KRI’s
Score Cards
Data Collection
MDM
Internal Data Sources
ERP, CRM, POS
Syndicated Data
3rd Party Data
“Big Data”
BI Software
Dashboards
Drill thru
What-if
Predictive
Make Data based decisions
Process PeopleTechnology
Cultural Shift,
Supported from the Top
More Business Hard Costs More Business Value

BI Cost to Implement vs. BI Value Realized
Rights Reserved
Data collection  Data Prep  Reporting  Analytics Distribution Metrics Driven
Cost Benefit
CostRelativetoBenefit

What makes Data Driven companies better?
They understand the importance of
empowering the people in their
organizations to make decisions based on
data that is systematically tied to, and
support their corporate goals.

Rights Reserved
Contact Us: For more information, contact:
Ray Major
CEO
(888)300-0219
Ray.Major@HaloBI.com
Carmen Wilson
Partner Manager
Carmen.Wilson@halobi.com

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