juha teljo

© 2010 IBM Corporation

Information as an opportunity - but do we benefit from it?

Juha Teljo

Business Analytics Solution Executive

IBM Business Analytics


Data vs. Information

Data are plain facts. When data are processed, organized, structured or presented in a given context so as to make them useful, they are called Information. Diffen.com 2010


The world is becoming smaller and flatter,but also needs to be smarter.


Lack of Insight

Inability to Predict

Inefficient Access

Variety

Volume

Velocity Sense and respond

Instinct and intuition

Automated

Skilled analytics experts

Back office

Predict and act

Real-time, fact-driven

Optimized

Everyone

Point of impact

On a Smarter Planet, new business challenges and conditions have placed a renewed urgency on business analytics and optimization


Organizations will now be able to make faster, better-informed decisions to drive smarter business outcomes because their systems can be made instrumented, interconnected and intelligent.

INSTRUMENTEDWe now have the ability to

measure, sense and monitor the condition of

almost everything.

INTERCONNECTEDPeople, systems and objects

can communicate and interact with each other in

entirely new ways.

INTELLIGENTWe can respond to changes

quickly and accurately, and get better results by predicting and

optimizing for future events.

© 2010 IBM Corporation6

Variety of Information 80% of new data growth is unstructured content Emails, images, audio, video..

Volume of Digital Data 57% CAGR for enterprise data through 2010 Machine generated data : Sensors, RFID, GPS..

Velocity of Decision Making Rapidly changing business climate Need to get ahead of the curve : predict issues

and fix them

Data Explosion In A Smarter World!

New Data New Information! New intelligence


New Intelligence is giving smarter organizations entirely new capabilities for optimizing business processes, collaborating and driving innovation.

MOVE FROM REACTION TO PREDICTION

CREATE VALUE FASTER

GAIN INSIGHT FROM THE INFORMATION EXPLOSION

ENGAGE THE ENTIRE VALUE CHAIN

OPTIMIZEDPERFORMANCE

NEW INTELLIGENCE


Enterprise Data Sources

Operational interaction

Marketing WebAttitudinal Call center Social networks

Customer Contact Channels

Website email ATMphone PDA branchagent mail

Descriptive dataAttributesCharacteristicsSelf-declared info(Geo)demographics

Behavioral dataOrdersTransactionsPayment historyUsage historyLocation

Customer Data - The modern (true) 360o View

Interaction DataClick streamsOffersResultsContextNotes

Attitudinal dataOpinionsPreferencesNeedsDesiresMoods


Unstructured data will make a difference


What Is Content Analytics

Content Analytics delivers new business understanding and visibility from the content and context of unstructured information

Leverages the information inside unstructured content to expose new business insight:– Surfaces the business value of content– Identify aggregate patterns, trends over time, unusual correlations or anomalies– Explain why events are occurring– Track and drive improvement in non-quantitative business metrics through content dashboards, reports, and

scorecards

And helps reduce cost by exposing irrelevant or obsolete content for decommissioning

Brings the power of business intelligence to all enterprise information


Ability to predict and share becoming a differentiator

Predictions by behaviourPredictions by behaviourStatistical patternsStatistical patternsPredictive algorithmsPredictive algorithmsText Mining,...Text Mining,...

Collection by systemsCollection by systemsOrdersOrdersClaimsClaimsSocial mediaSocial mediaSurveys,Surveys,FailuresFailuresMaintenance...Maintenance... Information DeliveryInformation Delivery

ReportsReportsKPIs -> KPPsKPIs -> KPPs

Collection by peopleCollection by peopleForecastsForecastsPlansPlansDiscussions,..Discussions,..

Better Decisions !Better Decisions !


Prediction Enables New Solution Value for BI/Analytics

Why are we on/off track?

How are we doing?

What should we do next?

New customer insight through Data Collection

New customer insight through Data Collection

Time series forecasting

Time series forecasting

Predictive analytics for deeper understanding of

the data

Predictive analytics for deeper understanding of

the data

Addition of KPPs (Key Performance

Predictors)

Addition of KPPs (Key Performance

Predictors)

Broad distribution of statistical results

Broad distribution of statistical results


Continuous Ingestion Continuous Queries /Analytics on data in motion

Stream Computing:A new paradigm for ultra low latency and high throughput in-motion analytics


Traditional Information Architecture

Business logic

• Adaptation• Feature Extraction• Fusion & Scoring

Data miningWarehouse

Hours to days!

Clinical Data

Warehouse

Business Intelligence

Cli

nic

al

Dat

a Clinical Operational

data


Adding Stream Processing…

Data summaries

Data MiningScoring Engine

Online Learning with Offline Analytics

Data miningWarehouse

Business Intelligence

Real-time dashboards

Clinical Data

warehouse

Real-time Services

Online MonitoringNo

n-c

lin

ical

Dat

a

Billing, Insurance, providers, suppliers, etc.

Cli

nic

al

Dat

a Clinical Operational

data

• Adaptation• Feature Extraction• Fusion & Scoring


Common Landscape in Information EnvironmentsCreates an Information Gap with Strategic Challenges

Business Units

Specialty Applications

Core Systems

Channels

Direct Sales

B2B

Inside Sales

B2C

Direct Sales

DB App

DB

App

DW

DBCRM

App

Rolled Materials

Retail Systems

DB

CRM

App

AppDB

DW

CRM DB App

Emerging Markets

Distribution/ Logistics

CIF

PartnersDB

CRM AppDB

App DW

DB

Data Systems

SIF

Customer

DB App

DB

DB

AppCRM

ODS

42% of managers use wrong information

at least once a week2

59% of managers miss

informationthey should have used

2

52% of users don’t have confidence in their information

1

1AIIM 2008 Survey2Accenture 2007 Managers Survey

Core Apps

Core Apps

Core Apps

Core Apps


Maturity ofInformation Use

Bridging the Gap

Information to Manage the

Business

Basic Information Interaction

BusinessValue

Data to Run the Business

Focus on DataAnd Reporting

Adaptive Business

PerformanceInformation as a

Competitive DifferentiatorReal-time Single

View of the Truth

Information to Enable

InnovationInformation in Context

Flexible Information Architecture

Information as a Strategic Asset


Establish an information driven strategy & objectives to enable

business priorities…

Deploy open and agile technology and leverage existing information assets for speed and flexibility…

Discover & design trusted information

with unified tools and expertise to sustain

competitive advantage over time…

Accelerate information intensive projects aligned with the strategy to speed both short- and long-term returns on investment…

An Information Agenda is a proven approach for establishing value


Information InfrastructureInformation Infrastructure

Infrastructure supporting Information Agenda


Encountering Roadblocks

“…interestingly, the users whom we interviewed for this report and who responded to our survey focused largely on the “soft” issues involved in making BI pervasive: sponsorship, marketing, training, support, monitoring, and prototyping. Users also mentioned the importance of good design, architecture, and project management and scoping skills.”

Pervasive Business Intelligence, TDWI (The Data Warehousing Institute) Research,

3rd Quarter, 2008


BUT HOW to Overcome???

Implementing Standards for People, Process and Technology with the help of a Business Intelligence (BICC) or

Performance Management Competency Center (PMCC)


Multiple highly justified but non aligned projects

An information agenda builds the alignment between Business and IT that is critical to fulfilling the potential of reusable, interoperable and extensible IT components and

master data.

Integrated program of projects capitalizing on common enterprise

information and technology

Establish an Information Agenda:Bringing analytics to life in the context of an Information Agenda ensures optimized investments and faster time to value


© Copyright IBM Corporation 2008 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.

juha teljo

Documents