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Table of Contents
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
The Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Business Analytics Benchmark Study. . . . . . . . . . . . . . . . . . . . . . . . . . 3
Overall Metrics Scores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Metrics by Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Metrics by Organization Size. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
The Essential 64 Questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Details Behind the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Introduction
Its no secret that using analytics to uncover meaningful insights from data is crucial
for making fact-based decisions. Now considered mainstream, the business analytics
market worldwide is expected to exceed $50 billion by the year 2016.1 Yet when it
comes to making analytics work, not all organizations are equal. In fact, despite the
transformative power of big data and analytics, many organizations still struggle to
wring value from their information. The complexities of dealing with big data, integrating
technologies, finding analytical talent and challenging corporate culture are the main
pitfalls to the successful use of analytics within organizations.
The management of information including the analytics used to transform it is an
evolutionary process, and organizations are at various levels of this evolution. Those
wanting to advance analytics to a new level need to understand their analytics activities
across the organization, from both an IT and business perspective. Toward that end,
an assessment focusing on eight key analytics metrics can be used to identify strengths
and areas for improvement in the analytics life cycle.2
The Metrics
The evaluation of an organizations proficiency across the following eight metrics
provides guidance for short- and long-term efforts needed to enhance analytical
effectiveness.
Productivity
Governance
Timeliness
ROI
Accuracy
Effectiveness
Empowerment
Maturity
Productivity is the efficiency of processes supporting the analytics life cycle across IT
and business functions. Companies with a high level of productivity in their analytics
activities are characterized primarily by their integration of information technology
and capacity, strong data management and continuity of business resources. These
organizations invest in the appropriate analytical training for their employees and are
able to garner and share insights from complex data sets. Importantly, IT and business
priorities in these companies are aligned.
IDC, Worldwide Business Analytics Software 2012-2016, Forecast and Vendor Shares, June 2012.
Analytics life cycle: An iterative process using data to solve business problems and make informed
decisions. The process comprises the following steps: prepare and explore data, develop and deploy
models, and monitor results.
Governance is the overall rigor placed around data and model stewardship.
Organizations proficient at governance are marked by consistent monitoring of data and
quick corrections to deviations. They adhere to specific and standard methodologies
and tools. Between IT and business functions, there are service-level agreements
and alignment.
Timeliness means more than just speed. It denotes whether analytical value is realized
within the available time window. Timeliness in the analytics life cycle is exhibited by
organizations that can handle large volumes and varieties of data, quickly get it into a
usable state, derive meaningful insights from it and put analytical models into production.
Data received from other areas within the organization needs to be assimilated in a
timely fashion to make the best decisions and to be able to react to changes in the
market quickly.
ROI is the value generated from analytics as compared to the cost of providing that
value. Organizations that are highly proficient in delivering ROI have analytics-driven
culture and operations. These organizations are able to quickly identify the variables that
predict outcomes, and they are able to customize their marketing approaches. Upper
management advocates the use of analytics, and the organization has the right amount
of analytical talent. Product offerings and services are up-to-date with the market. The
impact of inaccuracy in the organization is low. Costs in the organization are transparent
and well-understood. Cost/benefit analyses for new projects are documented, and there
is agreement on the benefits of new initiatives. Investments in IT translate to value.
Accuracy pertains to the accuracy of data in the analytics life cycle and the impact
it has on effective decision making. Organizations performing well on the accuracy
metric continuously focus on finding and rectifying inaccurate data as it gets modified
in each step of the analytic life cycle and reused by a variety of applications. They have
few costly mistakes in their history because of continuous data quality monitoring.
Information is precise, accurate and timely. They have implemented data accuracy
processes, and data quality and analytical results are consistent across the organization.
Effectiveness is the organizations ability to overcome challenges and generate value
across people, processes, technology, data and culture. Organizations that have
mastered effectiveness in analytics are marked by their feedback mechanism for
systems and process improvement now and over time. They have reduced the reliance
on IT for ad hoc and one-off reports. These organizations receive a high level of value
from their technology and have adequate analytical talent to meet their needs. They
are using analytics to address key business issues. Importantly, IT and line-of-business
requirements are aligned.
Metrics by Industry
Our benchmark research indicates that industries are at various levels in their proficiency
across the eight metrics used to assess their business analytics initiatives. Compared
to the average metric scores across all industries, education, professional services,
financial services and health care are generally ahead of their counterparts. Interestingly,
the education sector lags others in governance, while professional services struggles
with analytics ROI, and financial services is below the average on timeliness. Health care,
on the other hand, is not as proficient as other industries in their analytics productivity
and accuracy.
Surprisingly, respondents from the IT and technology industry lag those in other sectors
on all but one metric. Manufacturing and retail organizations, according to the survey,
are less proficient than other industries on all metrics. (See Table 1.)
Above Industry
Average
Effectiveness
Communications
Timeliness
Government/Public sector
Maturity
Health care
Accuracy
Financial services
Empowerment
Professional services
ROI
Education
Productivity
Industry
Governance
3.01
3.26
3.13
3.03
3.02
2.95
2.79
2.73
3.17
3.28
3.03
3.08
3.09
3.01
2.74
2.62
3.27
3.09
3.24
3.03
3.02
2.84
2.58
2.67
3.33
3.07
3.15
2.95
2.86
2.92
2.68
2.56
3.22
3.04
2.81
2.86
3.02
2.81
2.78
2.52
3.03
3.17
2.96
2.94
2.86
2.64
2.59
2.59
3.30
2.92
2.87
2.87
2.78
2.48
2.56
2.57
2.98
2.92
2.95
2.98
2.86
2.53
2.45
2.32
3.08
3.06
2.77
2.72
2.78
2.76
2.46
2.35
2.85
3.04
3.00
2.87
2.82
2.76
2.48
2.47
3.17
3.09
3.04
2.94
2.94
2.81
2.61
2.56
Below Industry
Average
At Industry
Average
Governance
3.15
ROI
3.04
3.25
3.15
3.08
3.10
Productivity
Accuracy
2.88
3.06
2.98
2.95
Empowerment
2.85
2.78
Maturity
Timeliness
2.58
Eectiveness
2.52
Under $1B
2.69
2.68
Please indicate the extent to which you agree with the following statements:
1 = Strongly Disagree
5 = Strongly Agree
Average
Level of
Agreement
4.3
4.2
4.1
3.8
3.9
3.7
3.7
3.7
3.8
3.7
3.5
3.6
3.6
3.5
3.5
3.6
3.6
3.5
3.6
3.6
3.6
3.6
3.4
3.5
3.4
Our IT group suffers from lost productivity and time due to ad hoc
and one-off requests involving different data elements.
3.5
3.4
3.6
3.4
3.3
3.4
3.4
3.2
3.1
3.1
3.2
3.1
3.2
3.1
3.4
3.2
3.2
3.0
We are stifled in our decision making due to the volume and variety
of data we have.
3.1
3.1
3.1
3.1
2.9
2.9
3.0
2.9
2.9
3.0
End users can quickly explore data and create reports in an ad hoc
fashion without relying on experts or IT.
2.8
2.8
2.7
2.8
2.8
2.8
2.7
2.7
2.7
2.4
10
Governance
11%
19%
21%
Disagree
18%
69%
43%
16%
59%
44%
15%
59%
42%
21%
19%
35%
15%
25%
13%
17%
52%
17%
% Agree
48%
9%
42%
6%
33%
10%
32%
22%
16%
35%
17%
13%
27%
22%
35%
10%
55%
33%
27%
28%
13%
Agree
Strongly
agree
Productivity
7%
27%
7%
Disagree
38%
14%
23%
34%
24%
37%
73%
10%
16%
34%
61%
58%
20%
37%
25%
42%
13%
25%
51%
24%
48%
18%
% Agree
17%
12%
53%
46%
22%
27%
4%
31%
24%
24%
4%
28%
17%
Agree
13% 8%
21%
Strongly
agree
11
ROI
% Agree
13%
14%
32%
12%
34%
11%
Strongly
disagree
Disagree
29%
21%
19%
7%
38%
26%
9%
35%
5%
9%
21%
13%
46%
42%
31%
27%
22%
54%
15%
27%
21%
33%
25%
29%
25%
61%
69%
28%
31%
23%
19%
16%
45%
16%
Agree
32%
30%
Strongly
agree
Empowerment
11%
10%
7%
35%
29%
33%
7%
8%
Disagree
12
33%
39%
20%
15%
25%
21%
Strongly
agree
28%
21%
28%
28%
Strongly
agree
68%
40%
23%
17%
33%
28%
27%
16%
71%
15%
53%
20%
Strongly
disagree
%
35%
36%
15%
6%
39%
10%
38%
13%
34%
6%
34%
4%
32%
Accuracy
15%
10%
28%
Strongly
disagree
Disagree
40%
24%
23%
19%
59%
29%
33%
17%
32%
11%
62%
12%
57%
9%
46%
37%
39%
9%
19%
45%
25%
16%
43%
36%
22%
43%
5%
26%
20%
15%
13%
19%
Agree
8%
44%
41%
39%
27%
Strongly
agree
Maturity
16%
%
18%
Strongly
disagree
Disagree
64%
38%
22%
60%
21%
59%
18%
21%
10%
38%
24%
28%
13%
38%
21%
16%
21%
20%
43%
15%
29%
25%
14%
31%
Agree
16%
54%
43%
11%
54%
37%
14%
51%
25%
20%
28%
7%
45%
35%
Strongly
agree
13
Timeliness
% Agree
14%
16%
21%
23%
62%
20%
55%
20%
52%
32%
21%
9%
50%
12%
40%
8%
36%
41%
30%
28%
28%
27%
67%
22%
35%
18%
Strongly
disagree
40%
20%
80%
26%
41%
17%
34%
46%
16%
28%
27%
31%
Agree
Strongly
agree
Eectiveness
Disagree
14
9%
25%
23%
19%
35%
25%
18%
24%
35%
23%
31%
15%
36%
22%
Agree
67%
21%
40%
24%
84%
30%
37%
15%
88%
37%
47%
16%
13%
50%
38%
16%
% Agree
15%
10%
Strongly
agree
61%
59%
54%
46%
46%
Appendix
What was the approximate gross annual
revenue in US$ for your organization in 2012?
Less than $100
million
9%
$100 million to $499
million
32% SMBs
11%
(under
$1B)
$5 billion or more
44%
$500 million to $999
million
12%
68%
Enterprise
$1 billion to $4.9
billion
24%
Healthcare,
pharmaceuticals and
biotechnology
18%
Education
10%
Government/Public
sector
9%
Financial services
22%
15
About SAS
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Through innovative solutions, SAS helps customers at more than 65,000 sites improve performance and deliver value by making better
decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW . For more information on
SAS Business Analytics software and services, visit sas.com.
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