Slide 1

Peter Terpstra

14th December 2005

Unlocking the business potential of your analytics team

Slide 2

What we won’t cover

Any SAS code Any Silver bullets Any hard and fast rules

Slide 3

What we will cover

The Capabilities Spectrum 4 Workplace Profiles Horses for Courses What are we actually looking for?

Slide 4

The Capabilities Spectrum

Business

Specialists

Managers

Marketers

Operations

Data Specialists

Statisticians

Actuaries

Data Warehousing

Analysts

Data Miners

Business Wide issues

Summary Reports

Detail

Accuracy

Process

Granular

CustomReports

Excel

SAS / EG /SQL

Mainframe SASSpecialist Programming

Data WarehousingData Mining

Slide 5

What Does Your Business Look Like?

Business

Specialists

Managers

Marketers

Operations

Data Specialists

Statisticians

Actuaries

Data Warehousing

Analysts

Data Miners

ResultsRequests

Slide 6

The Key

Business

Specialists

Managers

Marketers

Operations

Data Specialists

Statisticians

Actuaries

Data Warehousing

Analysts

Data Miners

Slide 7

What this means

Business

Specialists

Business Wide issues

Summary Reports

Detail

Accuracy

Process

Granular

CustomReports

Excel

SAS / EG /SQL

Mainframe SASSpecialist Programming

Data WarehousingData Mining

I

II

III

IV

Slide 8

4 Workplace Profiles

I – Traditional Business Manager II – Tech Savvy / background BM III – The Proactive Analyst IV – The Pure Specialist

Slide 9

Unlocking Their Potential

I - The Traditional Business Manager Understand the potential of the data Try and think in business “IF, THEN DO” logic

Ex1: IF customer A has turned down an offer twice, THEN DO not offer it to them again Ex2: IF spend above 95th percentile THEN investigate!

Slide 10

Unlocking Their Potential

II – Tech Savvy / background BM & III – The Proactive Analyst

Translation of business logic into “IF-THEN DO ” Modelling of business scenarios using summary data

Ex1: Use of monthly spend data to assess the ROI of an acquisition campaignEx2: The use of predicted NPV to prioritise initiatives using Excel solver

Slide 11

Unlocking Their Potential

IV – The Pure Specialist No magic bullet here Bipolar personality traits Don’t fight it, use it to your advantage If you are:

One of the others – Understand what these people can do for you and leverage it A Pure Specialist – Recognise it and make sure the people you work with know what you can do for them

Slide 12

Horses for Courses

This applies to Software as well as people: SAS = Data volume, automation and analytics

Ex: Statistical Function on 50,000 rows, Excel = 24hrs, SAS=1s

Excel = Summary data, interactive problem solving, experimentation

Ex: Project Prioritisation optimised using solver

To Cover the Spectrum needed usually need both and SAS now has excellent interactivity with Excel.

Slide 13

What are we actually looking for? Benefits of covering the Spectrum:

Find what we’re actually looking for: Ex: Churn

Disjointed analytics team will report customer numbers by product Integrated analytics team will report:

Transfers to other products, True lost customers, Consolidation of products, Use Stagnation + Which customers are doing this, affect on profitability, why they could be potentially doing this, indicators of when they are going to this = Decide how best to STOP or leverage any phenomena

Slide 14

Summary

Recognise the Spectrum of skills and software Look for ways to create overlaps Pick the right HorseFind what you’re really looking for

Slide 15

Questions or Observations from the coal face