2. Boris Evelson, VP, Principal Analyst
WEBINAR It's Time To Upgrade Business Intelligence To Systems Of Insight
Boris Evelson, VP, Principal Analyst
August 20, Call time at 12:55 p.m. Eastern time

3. Solid returns on BI investments
ACTUAL OR ESTIMATED ROI }
More than 40% report solid double- digit ROI on BI investments within two years.
Note: “Other” and “Don’t know” not shown. Source: Forrester’s Q Global Business Intelligence Business Case Online Survey

4. Top performers invest more in BI
PERCENT OF TECHNOLOGY BUDGET GOING TO BI-RELATED PURCHASES, INITIATIVES, AND PROJECTS }
Top performers invest 38% more in BI as a percentage of their IT budget.
Base: 710 “Top performers” or global technology decision-makers whose companies experienced 15% or more year-over-year revenue growth and 101 of their “Peers” or global technology decision-makers whose companies experienced less than 15% year-over-year growth. Source: Forrester’s Business Technographics® Global Data And Analytics Survey, 2014

5. BI is all about Q&A.
Image Source: Deaf Future Works (

6. But earlier generations’ BI can be very frustrating.
Image source: ChimpyTech (

7. Streamlined data architecture
Technology
Single BI platform
Streamlined data architecture
Centralized support
Single version of the truth
Business
I just want to get my job done.
Single version of the truth is not my top priority.
Good enough but timely data/info is good enough for me.
Image source: RainToday (

8. BI architectural stack is complex
Information delivery
20%
Reporting, querying, OLAP, dashboards, analytics
Effort
Virtual and semantic data layer
Cross-platform capabilities
Derived data sources
80%
Data integration
Data sources

9. We only use a fraction of enterprise data
Unstructured
Semi-structured
Structured
Base: 937, *855, and †953 global technology decision-makers who know how much BI data their firm uses. Note: These percentages are estimates based on ranges reported. The values are not exact. Source: Forrester’s Business Technographics Global Data And Analytics Survey, 2014

10. Over half of BI content is sitting in spreadsheets
% responding
63%
35%
26%
15% 6% 3%
50% +
60% +
70% +
80% +
90% +
100%
% homegrown enterprise BI apps
Source: How would you describe the Enterprise BI applications or tools that you use? Are they company-issued or “homegrown”? Base: 249 North American business decision-makers. Forrester’s “It’s Time For A User-Driven Enterprise BI Strategy” report.

11. Clearly, earlier generation BI is not the answer
Data
Limitations
Don’t have all the data you need
44%
Don’t have good data quality
16%
Data Model
Limitations
Don’t have the right model, relationships, attribute, hierarchies
41%
Are too restrictive in their data models
35%
Don’t allow you to clean, integrate, or model the data
33%
Poor User
Experience
Take too long to get results
28%
Are too complex, complicated, cumbersome to use
Are not intuitive
16%
Image Source: The Noun Project Source: Why do you use homegrown BI applications some ore all of the time? Base: 241 North American business decision-makers using homegrown BI apps. Forrester’s “It’s Time For A User-Driven Enterprise BI Strategy” report.

12. Earlier solutions to the challenge
Agile BI
More
Business agility
Earlier generation BI & analytics
Big data
Less
Less
More
Amount & availability of data

13. Higher performers are more agile across 10 dimensionsCI
Channel integration
Lower performers MR
Market responsiveness
Paralyzed
Formidable KD
Knowledge dissemination DP
Digital psychology SC CM DP BI
Change management
Awareness
Clueless SI
Dangerous BI
Business intelligence KD CI IE MR CM IE
Infrastructure elasticity PA PA
Process architecture SI
Software innovation SC
Execution
Sourcing & supply chain
Source: Forrester’s “The 10 Dimensions Of Business Agility” Forrester report

14. Lower performers Higher performers Paralyzed Formidable ParalyzedBI DP SC SC KD MR CI DP CM BI SI PA IE
Awareness
Awareness
Clueless SI
Dangerous
Clueless
Dangerous KD CI IE MR CM PA
Execution
Execution
Source: Forrester’s “The 10 Dimensions Of Business Agility” report

15. Forrester Agile BI framework
Source: Forrester’s “It’s Time For A User-Driven Enterprise BI Strategy” report.

16. Case study: online fashion retailer
25% to 68% increase in BI adoption by business users.
Right-sized 27% of IT staff previously supporting BI.
Improved 25% of BI functionality based on monitoring of business users usage.

17. BI versus big data questions Answers and implications
Are you ready (or not) for big data?
BI versus big data questions
Answers and implications
What are the typical BI issues where big data is clearly not the answer?
Different points of view on who owns BI
Disconnect on BI goals, objectives, and priorities
Treating data governance as a technology, not as people and processes
What are the typical BI issues and requirements where a different technology, not necessarily big data, may be the answer?
SOI for actionable insight
Agile BI platforms to improve self-sufficiency of business users
Columnar DBMS to support frequently changing requirements
NoSQL DBMS to support complex data requirements
BI on BI to improve business and technology alignment
What are the typical business and technical requirements where big data may indeed be the answer?
Reduced cost and linear scalability
Giant BI sandbox supporting data exploration and on-demand applications
Agile BI applications on VLDB (very large data bases)
What are the implications of upgrading BI to big data?
Big data will never be 100% clean and integrated
Data governance has to adopt different stages in the life cycle of data
Source: Forrester’s “Brief: Reasons To (Or Not To) Modernize BI Platforms With Hadoop” report

18. 360 degree view of a customer
360-degree customer view
Everything you know about your customer including
Internal (sales, marketing, service, financial) and
External (social media) data
360 degree view of a customer

19. 360-degree view of a customer
720-degree customer view
360-DEGREE VIEW PLUS
All of the customer’s friends, family, and coworkers who may affect his/her behavior.
Identifying friends and coworkers via:
Social media.
Co-location based on cell phone GPS data.
Co-location based on credit/debit card.
Behavior of family
Behavior of friends
360-degree view of a customer
Behavior of friends
Behavior of coworkers

20. Technology putting it all together
Source: Forrester’s “Boost Your Business Insights By Converging Big Data And BI” report

21. But even Agile BI and big data are not enough
The missing pieces of the puzzle

22. Earlier generation BI & analytics
Agile BI
Systems of Insight
Earlier generation BI & analytics
Big data
More
Data democratization
Business agility
Less
Less
More
Availability
Source: Forrester’s “It's Time To Upgrade Business Intelligence To Systems Of Insight” report

23. Great customer experiences pay off
Source: Forrester Research and Watermark Consulting

24. Big data promises “data driven”
65% of firms will be using big data analytics to optimize digital experiences.
56% of firms will have implemented Hadoop.
38% of firms will have spent more than $10 million on data and analytics.
Base: 3,005 business and technology decision-makers
Source: Forrester’s Global Business Technographics® Data And Analytics Survey, 2015

25. Surely our business will have the data to . . .
Easily create contextually relevant experiences.
Map great experiences to business metrics.
Anticipate a customer’s problem before she calls.
Optimize product targeting in every channel.
Create dynamic pricing that works.
Know what each customer really wants.
Source: Forrester’s “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” report.

26. “We are drowning in data and starving for insight.” — Global bank
Image source: Undercover Tourist (
Ted
Source: Undercover Tourist (

27. More data won’t create great customer experiences . . .
“You’ve got to start with the customer experience and work backwards toward the technology — not the other way around.”
Steve Jobs Apple Worldwide Developer Conference, 1997
More data won’t create great customer experiences . . .
more insight won’t either!
Source: YouTube (

28. We’ve been solving the wrong problem
Too much data
“All the data we need will never come from one place. There is too much of it.”
Carlo Torinai Data Scientist Tesla Motors
Not enough action
“Data scientists are great at finding insights, but it’s hard to keep them focused on the the outcomes our business needs.”
Assad Shaik Chief Data Scientist

29. Insight masters talk a different language
All possible data
Digital insights
All possible actions
Right
data
Effective
actions
Learnings
Source: Forrester’s “Digital Insights Are The New Currency Of Business” report.

30. It’s not technology . . .
. . . it’s a way of doing business

31. Stitch Fix is changing retail
Clothes show up at your door
Two way learning between models and humans
Constant controlled experimentation
From recommendation engine to an entire way of doing business
The result: a disruptive shift in business models and fashion retail experiences

32. We call this new way “systems of insight”
The business discipline and technology to harness insights and consistently turn data into action

33. Different?

34. No. 1 — It’s not Agile BI or a data lake
Insights team
Right
data
Insights-to-execution
process
All data
Possible Actions
Effective
actions
Digital insights
architecture
Source: Forrester’s “Digital Insights Are The New Currency Of Business” report

35. No. 2 — It’s team-based, federated, and software focused
Business leader
Manages the team to optimize a specific business outcome
Technology leader
Responsible for insights testing, implementation, and architecture
Domain experts
Recognizes insights worth the investment
Developers
Test and implement insights in software and business rules
Data scientists
Build models and exercises them to reveal potential insights
Data engineers
Gathers, assesses, integrates, prepares, and manages data
Source: Forrester’s “Digital Insights Are The New Currency Of Business” report.

36. No. 3 — It’s a rethink of your big data strategy
Sales and marketing
Operations
Product design
. . . lots more
Insights-driven applications
Data feed
management
Execution
engines
Insight discovery and implementation tools
Collaboration and governance tools
Services framework
Federation and virtualization
Big data management
Cloud services
Insight
Fabric
Image source: Find Icons ( and Brightfind (
Source: Forrester’s “Digital Insights Are The New Currency Of Business” report

37. Tesla’s driving experience is powered by insight
Fix problems before they impact CX
Team
Insights services let engineers find and test insights.
Developers implement insights firmware (create action).
Engineers
Firmware
developers
Data
scientists
engineers
Insights services
Pipeline

38. Systems of insight will power digital business
engagement
touch people
Systems of insight power digital business
Systems of automation
connect the physical world
Systems of
record host processes
Source: Forrester’s “Digital Insights Are The New Currency Of Business” report.

39. Systems of insight will redefine digital winners and losers
Big data = IT thing
Data remains “Balkanized”
Supply-side thinkers
Enterprise software
Data-driven
Winners
Insights-driven
Embed insights into everyday operations
Reinvent products to insights-driven services
Insights service providers and ecosystem builders
Image source: Pearson (

40. Start evolving today
Find and fill your gaps: data — insight — action — data.
Add insight to software project’s core requirements.
Plan out your big data future insight fabric.
Pick your strategic partners.
Make gatekeepers part of the solution.

41. Continuous learning
and improvement
Insights to
action
Insights
context

42. Earlier generation approaches SOI Goal
Different for BI, big data, customer analytics
Find, test, implement and act on digital insight
Alignment
Enterprise cost center or LOB driven
Part of revenue generating organizations
Sponsorship
IT paradigm — IT and CMO loosely cooperate
BT — CIOs and CMO share responsibility
People
CI silos, BICOEs, Data scientists
Insights teams
Technology
BI, big data, marketing tenuously connected
Shared digital insights architecture
Source: Forrester’s “Digital Insights Are The New Currency Of Business” report.

43. Boris Evelson +1 917.650.8344 Brian Hopkins +1 773.578.7263
Brian Hopkins