1. Analytics as a Driver of the Business
Tim Forrest

2. Outline Overview From Data to Analytics Examples of Work
Business Objectives
Approaches and Analytics Solutions
From Data to Analytics
Past and Present
Future
Examples of Work
EPiCenter
Profitability Estimator (“What if?” Analysis)
BizPoint
Dynamic Mapping

3. Analytics as a Driver of the Business
BUSINESS OBJECTIVES
Revenue & Profitability Growth
Improve Sales and Marketing Efficiency
Improve Customer Retention
Improve Cross-Sell
Improve Up-Sell
Reduce Sales and Marketing Cost
Reduce Acquisition Cost
Growth Propensity Probability
Product Affinity Scoring
Customer Segmentation
Objectives
With the proper technical skills, understanding of the business, and access to the right data, there are key business objectives that can be directly impacted by the implementation of analytics

4. Analytics as a Driver of the Business
BUSINESS OBJECTIVES
Revenue & Profitability Growth
Improve Sales and Marketing Efficiency
Improve Customer Retention
Improve Cross-Sell
Improve Up-Sell
Reduce Sales and Marketing Cost
Reduce Acquisition Cost
Growth Propensity Probability
Product Affinity Scoring
Customer Segmentation
Approaches
Analytics Solutions
The implementation of these analytics initiatives support many of the approaches necessary to meet core business objectives, and can be provided to the business through standard reporting/dashboard mechanisms, post-analytics

5. From Data to Analytics
Advanced Analytics
Strategic
Analytics
Scope of Decisions and Actions
Operational
Business Intelligence
Tactical
Reporting
Data
Informative
Insight
Breadth and Depth of Intelligence
The evolution of analytics in an organization is a function of two elements
The breadth and depth of intelligence you have as a company
The scope of decisions made and actions taken as a direct result of that intelligence
Only by placing importance across both of these can you reach a endgame of using analytics that can truly drive the business forward

6. Looking at the Past and Present
Advanced Analytics
Strategic
Analytics
Operational
Alerts
Scope of Decisions and Actions
Query Drill Down
What happened?
How many, how often, and where?
What exactly is the problem?
What actions are needed?
Business Intelligence
Ad Hoc Reports
Standard
Reports
Tactical
Reporting
Past and Present
Data
Informative
Insight
Breadth and Depth of Intelligence
Most companies spend the majority of their efforts on the lower half of this graph
That is, they use data in an informative way in order to make most of the tactical (and some operational) decisions and actions required by the business

7. Looking at the Future
Why is this happening?
What will happen next?
What if these trends continue?
What’s the best/worst that can happen?
Future
Optimization
Advanced Analytics
Strategic
Predictive
Modeling
Forecasting
Statistical
Analysis
Analytics
Scope of Decisions and Actions
Operational
Alerts
Query Drill Down
What happened?
How many, how often, and where?
What exactly is the problem?
What actions are needed?
Business Intelligence
Ad Hoc Reports
Standard
Reports
Tactical
Reporting
Past and Present
Data
Informative
Insight
Breadth and Depth of Intelligence
While my team has primarily focused on being effective up to the Informative / Operational point on this chart, I have remained aware of the additional opportunity and continued to drive upwards
The team must continuously review the core of the business (marketing, sales, and ops), with analytics as a long-term solution that will lead to steady gains over time as a result of doing things better, smarter, and faster

8. Examples of Work
Backward
Forward
Today
Over the last three years, my team at has built a series of data tools, dashboards, and reports that do an excellent job in the lower levels of evolution of an organization towards analytics
Many opportunities in the advanced scopes of work that stop looking backward, and start looking forward (predictive modeling, and optimization)

9. Team Structure Development Analytics
Director
Analytics Architect
Application Developer
Sr. Statistician
Analyst / Statistician
Analyst
Development
Analytics
Two primary functions, Analytics and Development
Projects evolve from Analytics to Development over their lifespan
Team built with members who have crossover capabilities

10. Overview of Current Tools
EPiCenter
Enterprise-wide dashboard showing KPIs, Performance vs. Budget, and LOB details at all levels of the company
MarginIQ
Self-service reporting tool and dashboard focusing on customer profitability
What-if analysis (margin estimator) and cost review
BizPoint
Lead search and creation tool, utilizing data from a variety of sources
Industry-focused
Direct integration with CRM
Dynamic Mapping (Beta)
Dynamic mapping and spatial analysis tool for market assessment and growth planning

11. Review of Current Tools - EPiCenter

12. Review of Current Tools - EPiCenter

13. Review of Current Tools - MarginIQ

14. Review of Current Tools - MarginIQ

15. Review of Current Tools - MarginIQ

16. Review of Current Tools - MarginIQ

17. Review of Current Tools - MarginIQ

18. Review of Current Tools - BizPoint
Dynamic lead search and creation tool that utilizes multiple data sources
Industry-driver
Integrated with CRM & MarginIQ
Provides statistically-derived opportunity scores for new leads, based on existing SK customer data, general market data, and other key business attributes
Provides significant supplementary information about each opportunity
Nearby branches, existing customers, likely competitors, etc.
Initial 3rd-party data sources
Dun & Bradstreet (D&B)
EPA Hazardous Waste Data

19. Review of Current Tools - BizPoint

20. Review of Current Tools - BizPoint

21. Review of Current Tools - BizPoint

22. Review of Current Tools - BizPoint

23. Review of Current Tools - BizPoint

24. Review of Current Tools - BizPoint

25. Review of Current Tools - BizPoint

26. Review of Current Tools - BizPoint

27. Review of Current Tools - BizPoint

28. Review of Current Tools - BizPoint

29. Review of Current Tools - BizPoint

30. Review of Current Tools - BizPoint

31. Review of Current Tools - BizPoint

32. Review of Current Tools - BizPoint

33. Review of Current Tools - BizPoint

34. Review of Current Tools - BizPoint

35. Review of Current Tools - BizPoint

36. Review of Current Tools - BizPoint

37. Review of Current Tools – Dynamic Mapping

38. Review of Current Tools – Dynamic Mapping