BI

XIM, Bhubaneswar
October 15 16, 2014

SASHIKANT MOHANTY

How Retailers Draw insights from Buying Habits

BI Strategy is Critical for Success

"The lack of a clear, well developed

and articulated BI Strategy along with
appropriate executive sponsorship are
among the top reasons why BI
initiatives do not achieve their
potential or fail outright.
Bill Hostmann, VP Distinguished Analyst, Gartner

Gartner predicts BI and

analytics will remain top focus
for CIOs through 2017
Gartner believes major changes are imminent to the
world of BI and analytics including the dominance of data
discovery techniques, wider use of real-time streaming
event data and the eventual acceleration in BI and
analytics spending when big data finally matures

If you don't have a competitive

advantage, don't compete!
Jack Welch

BI is about providing the right

data at the right time to the
right people so that they can
take the right decisions

Ever-Expanding Definition of BI

Business
Intelligence
Reporting

Query, Reporting, and

Analysis

Dashboards and
Visualization

Search and
Navigation

Advanced Analytics

BI Definition
A. BI refers to
Tools and techniques that support better decision making
Turns data into insight
B. Business Intelligence is the processes, technologies, and tools that help us change
data into information, information into knowledge and knowledge into plans that
guide organization
C. Technologies for gathering, storing, analyzing and providing access to data to help
enterprise users make better business Decisions
D. Business Intelligence typically refers to variety of software applications used to
analyze heaps of raw data into legible and comprehensible information , to make
better informed decisions

Why Use BI
Get the right data at the right time to make the right decision for the
organization
Opportunity to save costs
Reduce maintenance and usage cost due to multiple reporting systems
and silos of information
Reduce costs (losses) associated with decisions made on basis of
inaccurate information
Make you entire organization more efficient
Be able to compete in the market with todays pace and stay ahead of
competition due to use of right business intelligence

Why Use BI
Tangible Benefits:
Enable critical data and analysis tools as identified for multiple
business groups
Provide data integrity, simplification and standardization for the
business areas
Provide dynamic and interactive reporting
Reports create simplicity and reduce Business Technology dependence
for report creation and updates
Cost savings by reducing the business users effort to create these
reports and validate the data
Rapid access to data from all sources
Standard KPI and dashboard reports
Allow for data mining and predictive analytics

Why Use BI
Intangible Benefits:
Improve efficiency and accuracy of decision support system for
management and executive decision making
Reduce manual consolidation efforts thereby improving productivity
Provide transparency

What Questions BI Can Answer

Is excessive overtime a reason for employee turnover?

How are the sales territories performing?
How are the sales people performing?
Which customers are likely to buy from us?
What products do our customers buy together?
Do we have suppliers in the same region that we can consolidate?
Is a decrease in sales due to the weather?

BI will stimulate questions and give you answers that you never had
before!

Why Use BI
Typical problems with current reporting solution:
Are using reports from 3rd-party app that is hitting production data
Need to integrate data from a variety of data systems, often in different formats
Reports are slow, getting timeouts, badly formatted, and inflexible
Need to combine, cut and paste reports together to form other reports
Data systems are not optimized for analytical queries, dont contain all the data needed, and are not
available all the time
The systems do not have universal definitions (no single version of the truth)
Does not manage historical context
Employees may not have the sufficient skills, tools, or permissions to query data systems
Want to use data in other front-end tools to do ad-hoc querying and data mining

So decision makers need, and what a BI solution gives them, is:

Reliable, secure access to data to do their job effectively

Flexibility in the ways they access data
Tools to browse and analyze data and view reports
Time savings in creating reports can be spent analyzing data
Low time-to-impact; low latency query results
In the end, you want an environment that is: Persistent, Consistent, Timely

Typical Services Portfolio: Telecommunication

Business Applications
Campaign Mgmt

Sales

PLM

EBPP

Analytics
Enterprise Analytics

Operations
Analytics

Self-Care

Advanced
CRM

Call Center
Mgmt

Business Operations
Service Fulfillment
Provisioning

Inventory Mgmt

Billing & Revenue Management

Rating

Mediation

Pricing

Balance Mgmt

Billing

Revenue Control

Assurance

Partner
Mgmt
Service
Delivery

Service Assurance
Revenue
Assurance

CRM Analytics

Service Activation

Invoicing

Interconnect

Design

ERP Analytics

Discovery

A/R & Collections

Settlements

Reconciliation

Payments

Vouchers

Service Creation
Environment

Service
Delivery
Platform

Corporate Administration
HR

Financial Mgmt

Asset Mgmt

Security Mgmt

Knowledge Mgmt

Infrastructure
Universal Data Hubs (Customer, Product, Asset)
Middleware (e.g. BPEL)
Carrier Grade Framework (e.g. Application Server, RAC, Times Ten)

CRM

Other Products

Help Desk

Overall Proposed Solution Telco CRM

Customer
Management

Web, mWeb
/App, Email

Web
Chat

Back Office

VS, VMS, ADVMS, SSK, SMS CRM

Channel

SMSEntities Walkthrough:
Oracle IVR,
Siebel
USSD, in-bound, Out-bound

Service Provider
Loyalty
Management

Customer
Management

Order
Management

Product
Management

Service
Management

Sales Force
Automation

PRM

Marketing
Campaigns

Social
Engagement

Loyalty
Plan Mgmt

Profile
Mgmt

Quote
Mgmt

Product
Mgmt

Contract
Mgmt

Self-Service

Lead
Mgmt

Partner
Mgmt

Offer Mgmt

Customer
Service

Transfer
Points

Individual
Mgmt

Asset
Mgmt

Package

Flow Engine

Online
Service

Territory
Mgmt

Opportunity
Mgmt

F&F
Configuration

Listening

Redemption
Mgmt

Corporation
Mgmt

Order
Mgmt

Offering Plan

Request
Mgmt

Query &
retrieve

Siebel
Mobile

Operation

VAS
Integration

Analysis &
Marketing

Account
Mgmt

Account
Mgmt

Life Cycle
Mgmt

Pricing Plan

Tasks Mgmt

Security

Opportunity
Mgmt

Performance

Outbound
Campaigns

Sentiment
Analysis

Product
Catalog

Customer
Care

Resource
Mgmt

Product
Bundle

Knowledge
Mgmt

Tools &
Utility

Incentive

Risk

Segmented
Campaigns

eService

Inventory

Activator

Resource

HR

Finance

ERP

OA

OSS

Provision

Relationship Management

Social CRM

CRM and BI Complement

BI : Constituent of CRM system

FINANCIALS

SALES

SERVICE

ANALYTICS

MARKETING

Five Signs that a Company Does Not Have a BI Strategy

The BI Strategy consists of a BI architecture slide

IT is asking the business what reports they need
Step one is building a data warehouse
None of the BI team members can articulate the company
business strategy
There are no metrics defined to measure progress

BI Lifecycle

Key stages of BI
Data Sourcing
Data Analysis

Situation Awareness
Risk Analysis

Decision Support

End-to-end BI solution

Data Sourcing
Data Analysis

Situation Awareness
Risk Analysis

Decision Support

Benefits of BI are obvious

Get Deeper
Insight in
business

Improve
productivity and
efficiency

Enhance
team sharing and
collaboration

Improve
customer service
and
satisfaction

Informed
decision
making

Analyze data in
business
meaningful
way

Optimize
cashflow and
increase
profitability

Enhance
Regulatory
compliance

Increase
Flexibility and
Agility (up-tothe-minute
information)

Streamline
budgeting and
planning

Case II: Business Intelligence [Banking]

A Banking Major with Pan India presence has is well diversified and has interests in Retail Banking, Private Banking, and offers
among others Personal Banking, Loans, Credit Cards, Demat Services, Derivatives, Insurance, etc. They operate in a multichannel mode. They have a rudimentary Customer Interaction center.
They manage their customer data on legacy systems including excel sheet and disparate custom applications. Consequently,
the customer data is managed for each business in silos, across which there is no linkages. While they have a large customer
base (over 5 crores unique customers), they have been under pressure to perform. It is common wisdom that for Banking
industry that cost of new customer acquisition is almost 5 times the cost of selling same services to installed base.
They recognize the competition from other Nationalized, Private Banks, and multi-national Banks. The leadership recognizes
the challenge and set a direction to provide a stronger focus around growth, customer like to implement CRM (Operational
CRM and Analytical CRM) to beat trends in in revenue growth for competition, improve market share and bring in higher
profitability
The challenges include

Identifying share of wallet (mindshare of customer)

Linkage of customer to multiple relationships
High cost of acquisition, hence low operational efficiency

have limited knowledge of products

Ill orchestration of Product management capability

Limited means to capture customer feedback

Additionally, they welcome proposals that demonstrate the bidders understanding of the business, knowledge of the market,
relevant technology aids

Case II: Business Intelligence [Banking]

You are the Business Development Director of a highly successful IT consulting services. You are tasked to
build up this opportunity consultatively. Build a proposal to extract the business a

Please outline the highlights of your pitch

What business cases would you provide to suggest revamp in the customer engagement / CRM Strategy?

What potential benefits can you justify the Banks investment in the CRM - Analytics initiative?

Feel free to include any other aspect to make the bid seem competitively

BI: Summary
Business Intelligence is a set of methodologies, processes,
architectures, and technologies that transform raw data into meaningful
and useful information used to enable more effective strategic, tactical,
and operational insights and decision-making Forrester Research

Gathering of data from multiple sources to present it in a way

that allows executives to make better business decisions
Knowledge is power!. BI is a core business function that allows
companies to be more competitive and reduce costs.

BI: Challenges
BI can address structured data, but gets limited by volumes, varierty
of data

Cross-linking of data to provide insights - is a challenge

Key Learnings
Information
Is Power
As is
To be

Info

BI Execution
Take pragmatic steps
towards a long-term
ideal

Strategy

Execution

Business intelligence
is about people, not
technology.

BI Strategy
Business- and userfocused plan

BI : Attractive Career Option

High Value
Huge return on investment (ROI)
Executive Sponsorship
High visibility
Strategic Content

Interaction