Business Analytics for Managers: Taking Business Intelligence Beyond Reporting (Wiley and SAS Business Series)

273 Pages·2010·4.09 MB·English

by  Gert Laursen

—continued from front flap— T L $49.95 USA / $59.95 CAN
H A
U
• Development and deployment of information Business Analytics forManagers O R Business
Praise for R
at a functional level L SE
U N
• What BA will look like in the future
N Analytics
• The relationship between business strategies “While business analytics sounds like a complex subject, this book provides a D
and the BA function clear and non-intimidating overview of the topic. Following its advice will ensure that for
• How BA can work to support the improvement your organization knows the analytics it needs to succeed, and uses them in the Managers
B
and maintenance of your business’s various service of key strategies and business processes. You too can go beyond reporting!”
u
processes
— Thomas H. Davenport, President’s Distinguished Professor of IT and Management,
s
Babson College; coauthor, Analytics at Work: Smarter Decisions, Better Results
i
Filled with sound advice and innovative n Business Taking Business Intelligence
strategies, this comprehensive resource is Beyond Reporting
e
for anyone working on information systems Deliver the right decision support to
s
implementation—project managers, analysts, s Data warehousing. Source data.
the right people at the right time
report developers, strategists, CIOs, CEOs, CFOs, Business intelligence. You’ve heard the
A Analytics
CxOs, IT leaders, and database specialists— buzzwords before, but what is your business
offering practical insights on delivering the Filled with examples and forward-thinking guidance from renowned BA leaders Gert n doing with these priceless mountains of data it
right decision support to the right people at Laursen and Jesper Thorlund, Business Analytics for Managers offers powerful generates? Are you using this information
a for
the right time. techniques for making increasingly advanced use of information in order to survive properly to gain a competitive edge? Or are you
l
any market conditions. y just sitting on it?
GERT H.N. LAURSEN is head of customer intel- M anager s
Take a look inside and fi nd: t
ligence at Maersk Line, the largest containerized Now you can discover how your company can
i
shipping company in the world. He focuses on • Proven guidance on developing an information strategy c take information created in the general course
helping product-oriented organizations become • T ips for supporting your company’s ability to innovate in the future by using analytics s of business and put it to work to boost corporate
more customer-centered through the use of vari- • Practical insights for planning and implementing BA performance. Taking a holistic—rather than a
ous data sources, including data warehousing, • How to use information as a strategic asset fo technical—approach, Business Analytics for
questionnaires, and one-to-one interviews with • Why BA is the next stepping-stone for companies in the information age today r Managers: Taking Business Intelligence Beyond
customers, fi rst-line staff, sales organizations, • Discussion on BA’s ever-increasing role M Reporting explores why business analytics (BA)
and other subject matter experts. Taking Business Intelligence should be important to you, whether you’re in
Improve your business’s decision making. Align your business processes with your
sales, marketing, management, fi nance, HR,
business’s objectives. Drive your company into a prosperous future. Taking BA from a
JESPER THORLUND is a business intelligence production, or analysis.
buzzword to enormous value-maker, Business Analytics for Managers helps Beyond Reporting
consultant and frequent speaker on business n
you do it all with workable solutions that will add tremendous value to
intelligence, business analytics, and Business Analytics for Managers provides you
your business.
microeconomics throughout Europe. a with an in-depth look at:
g • The ultimate BA model, providing everyone
in your business with one common frame of
e GERT H.N. LAURSEN
reference for objectives and means
Jacket Design: Michael Rutkowski r • Maximizing your company’s collection of
JESPER THORLUND
source data
s
TThhee WWiilleeyy aanndd SSAASS BBuussiinneessss SSeerriieess
• The functionality of a data warehouse
pprreesseennttss bbooookkss tthhaatt hheellpp sseenniioorr--lleevveell
mmaannaaggeerrss wwiitthh tthheeiirr ccrriittiiccaall • Detailed strategies on assessing and
mmaannaaggeemmeenntt ddeecciissiioonnss
prioritizing BA projects
—continued on back flap—
BINDEX 05/24/2010 Page250
FFIRS 05/22/2010 Page1
Business Analytics
for Managers
FFIRS 05/22/2010 Page2
Wiley & SAS Business Series
TheWiley&SASBusinessSeriespresentsbooksthathelpsenior-levelmanagers
withtheircriticalmanagementdecisions.
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Case Studies in Performance Management: A Guide from the Experts by Tony C.
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CIOBestPractices:EnablingStrategicValuewithInformationTechnologybyJoeStenzel
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FairLendingCompliance:IntelligenceandImplicationsforCreditRiskManagement
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InformationRevolution:UsingtheInformationEvolutionModeltoGrowYourBusi-
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MarketingAutomation:PracticalStepstoMoreEffectiveDirectMarketingbyJeffLeSueur
MasteringOrganizationalKnowledgeFlow:HowtoMakeKnowledgeSharingWork
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PerformanceManagement:FindingtheMissingPieces(toClosetheIntelligenceGap)by
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PerformanceManagement:IntegratingStrategyExecution,Methodologies,Risk,and
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TheBusinessForecastingDeal:ExposingBadPracticesandProvidingPracticalSolu-
tionsbyMichaelGilliland
The Data Asset: How Smart Companies Govern Their Data for Business Success by
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TheNewKnow:InnovationPoweredbyAnalyticsbyThorntonMay
Visual Six Sigma: Making Data Analysis Lean by Ian Cox, Marie A. Gaudard,
PhilipJ.Ramsey,MiaL.Stephens,andLeoWright
Formoreinformationonanyoftheabovetitles,pleasevisitwww.wiley.com.
FFIRS 05/22/2010 Page3
Business
Analytics for
Managers
Taking Business
Intelligence beyond Reporting
Gert H.N. Laursen
Jesper Thorlund
JohnWiley&Sons,Inc.
FFIRS 05/22/2010 Page4
Copyright#2010bySASInstitute,Inc.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData
Laursen,GertH.N.
Businessanalyticsformanagers:takingbusinessintelligencebeyondreporting/
GertH.N.Laursen,JesperThorlund.
p.cm.–(WileyandSASbusinessseries)
Includesindex.
ISBN978-0-470-89061-5(hardback)
1. Businessintelligence. I. Thorlund,Jesper. II. Title.
HD38.7.L392010
0
658.409033–dc22
2010016217
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
FTOC 05/26/2010 Page5
Contents
Foreword ix
Introduction xi
WhatDoesBAMean?
InformationSystems—NotTechnicalSolutions xiv
PurposeandAudience xvi
OrganizationofChapters xix
WhytheTermBusinessAnalytics? xx
Chapter1 TheBusinessAnalyticsModel.................1
OverviewoftheBusinessAnalyticsModel 2
DeploymentoftheBAModel 6
Conclusions 12
Chapter2 BusinessAnalyticsattheStrategicLevel.......17
LinkBetweenStrategyandthe
DeploymentofBA 18
StrategyandBA:FourScenarios 19
WhichInformationDoWePrioritize? 31
Summary 40
Chapter3 DevelopmentandDeploymentofInformation
attheFunctionalLevel......................43
CaseStudy:ATriptotheSummerhouse 46
EstablishingBusinessProcesseswiththeRockart
Model 55
Example:EstablishingNewBusinessProcesseswith
theRockartModel 57
OptimizingExistingBusinessProcesses 65
v
FTOC 05/26/2010 Page6
vi I CONTENTS
Example:DeployingPerformanceManagementto
OptimizeExistingProcesses 67
WhichProcessShouldYouStartwith? 72
ACatalogueofIdeaswithKPIsfortheCompany’s
DifferentFunctions 90
Summary 91
Chapter4 BusinessAnalyticsattheAnalyticalLevel......93
Data,Information,andKnowledge 94
Analyst’sRoleintheBAModel 95
ThreeRequirementstheAnalystMustMeet 98
RequiredCompetenciesfortheAnalyst 101
Hypothesis-DrivenMethods 117
DataMiningwithTargetVariables 120
ExplorativeMethods 127
BusinessRequirements 130
Summary 134
Chapter5 BusinessAnalyticsattheData
WarehouseLevel..........................137
WhyaDataWarehouse? 137
ArchitectureandProcessesinaDataWarehouse 140
TipsandTechniquesinDataWarehousing 160
Summary 168
Chapter6 TheCompany’sCollectionofSourceData.....169
WhatAreSourceSystems,andWhatCanThey
BeUsedfor? 170
WhichInformationIsBesttoUseforWhichTask? 174
WhenThereisMoreThanOneWaytoGettheJob
Done 177
WhentheQualityofSourceDataFails 179
Summary 180
FTOC 05/26/2010 Page7
CONTENTS J vii
Chapter7 StructuringofaBusinessIntelligence
CompetencyCenter.......................183
WhatIsaBusinessIntelligence
CompetencyCenter? 183
WhySetUpaBusinessIntelligenceCompetency
Center? 184
TasksandCompetencies 185
CentralizedorDecentralizedOrganization 191
WhenShouldaBICCBeEstablished? 197
Summary 200
Chapter8 AssessmentandPrioritizationofBAProjects..201
IsitaStrategicProjectorNot? 201
UncoveringtheValueCreationoftheProject 203
WhenProjectsRunOverSeveralYears 209
WhentheUncertaintyIsTooBig 211
ProjectsasPartoftheBiggerPicture 214
Summary 222
Chapter9 BusinessAnalyticsintheFuture.............223
Index 231
FTOC 05/26/2010 Page8