Becoming A Data-driven Organization - SAS
Becoming adata-drivenorganizationThe what, why and how
Becoming adata-drivenorganizationOngoing digitization has created vast streams of data, forcing businesses to become more data-driven than everbefore. While the benefits of being a data-driven organization are clear (improved performance, more profitability,stronger innovations), there are still some technical and business challenges to overcome. Thanks to technologicaladvancements in data analytics, companies in all types of industries can become data-driven. Read this e-book todiscover what it means to be a data-driven organization and to learn the basic do’s and don’ts of how to get there.The what, why and how3The road to becoming data-driven13The next level in data-driven work6The three foundations of better analyticsGetting in on the action9The data-driven journey16
The road tobecomingdata-driven
While the benefits of becoming more data-driven areapparent, our experience shows that many companiesstill face a few bumps in the road. Luckily, technologyadvancements have put data analytics within reach of agrowing number of organizations.Changing mindsetsOn the road to becoming data-driven, it’s crucial for people to changetheir mindsets and for organizations to change their processes. Doing sowill help overcome some of the following four hurdles:1234UNSTRUCTURED DATAUNCONNECTED SYSTEMSLOW DATA QUALITY ORUNAVAILABLE DATAMISALIGNMENT WITH ITData that does not fit predefined,Organizations often use multipleSometimes data quality simply isn’tBusiness units shouldn’t have toconventional data models is calledinformation storage systems side bygood enough because of poor datadepend on IT for data analytics. Theyunstructured data. This includesside with no – or, at best, unwieldyinput or poorly implemented datashould be able to do it themselves.text documents, pictures, emails,– connections between them.connections. It’s hard to get goodOne reason? IT is under constantsensor data from the IoT, and more.These systems may offer conflictingbusiness intelligence from poor – orpressure to keep delivering moreThis data is hard to analyze usinginformation because they useincorrect – data.at lower costs, so data analyticstraditional analytics, although itdifferent sources, processingrequests may end up at the bottomcontains valuable information.methods or naming conventions.of their list.All of these challenges can be overcome by defining a road map toward better data analytics.Becoming a data-driven organizationTOC4
ZOOM-IN ONTelia DenmarkDENMARK GDPR COMPLIANCETELIA DENMARK, WHICH PROVIDES INTERNET, PHONE ANDTELEVISION SERVICES, IS PART OF THE TELIA COMPANY – THEFIFTH-LARGEST TELCO IN EUROPE. TO ADDRESS GDPR REGULATIONS,TELIA DENMARK USED SAS TO HELP IT LOCATE AND IDENTIFYPERSONAL DATA ACROSS ITS MANY LEGACY DATA SOURCES.80%Analysts at Gartnerestimate that 80 percentof all enterprise datatoday is unstructured.Source: The Big (Unstructured) DataProblem. Forbes Technology Council.Under GDPR regulations, companies must be able to document theirprocesses for obtaining and storing personal data – and their ability toidentify and extract all personal data related to an individual. To ensurethat all personal data is located and identified in its systems, Telia Denmarkdesigned a data discovery process and a set of rule files. This is not assimple as it sounds. For example, a telephone number is a personalidentifier, but a telco customer may also be identified in a number of otherunique ways, such as through a SIM card number, an IMEI or IMSI number.Telia Denmark used SAS software to carry out data discovery processes onmany separate IT systems that contained personal data. Now the companycan live up to GDPR demands of being able to identify and locate personaldata within its own systems. So, if a customer wants to exert his or her rightto have files deleted, a command to all Telia Denmark systems can becreated to ensure this will happen.Becoming a data-driven organization45%According to an IDGsurvey, 45 percent ofbusiness leaders citeunstructured data as theirsingle biggest hurdle toovercome in analytics.Source: 2016 Data & AnalyticsSurvey. IDGTOC5
The threefoundations ofbetter analytics
Technological improvements within analytics platforms makeit possible for more companies to become data-driven – byenabling them to manage their data better, run more complexanalyses and visualize outcomes in a more understandableway. With the right technical foundation, you’ll be well on yourway to becoming a data-driven organization.Laying the foundationThere are three foundations to becoming data-driven.1DATA MANAGEMENTGood data management is the first step in dealing with big data or starting any analytics project. All the data you use in your business activities needsto be consistently well-managed so that you’ll have trustworthy information to guide your decisions. A solid data management foundation positions youto make data-driven decisions about things like product development, customer service offerings and complex data privacy compliance issues. In turn,your analytics platform should incorporate key capabilities – like data integration, data preparation, data quality and data governance. It should be able toprocess any combination of structured, semistructured and unstructured data – providing you with managed, current data on demand.2ANALYTICSPoring over endless rows of figures and numbers is the heavy lifting of data science. By leaving this task to specialized software, there’s less room forhuman error and more room to actually start using the results of your analysis. Complex calculations can now be run at the click of a button, making resultsavailable to any business user.3DATA VISUALIZATIONThe end result of your analytical work should be better insights. By visualizing your data in different types of graphics and charts, outcomes become easyto understand – at a glance. You can also set up reports and dashboards to quickly share these insights with multiple people across your organization.Becoming a data-driven organizationTOC7
ZOOM-IN ON74%According to a Forresterstudy, 74 percent of allcompanies would like to bemore data-driven, but only29 percent claim that theyare actually good at puttingthis idea into action.Source: Think You Want to Be“Data-Driven”? Insight Is theNew Data. Brian Hopkins, Forrester.The power of analytics that everyone can useThe foundations of data management, analytics and data visualization enableyou to build an analytics platform that works for everyone. The benefits canhelp eliminate obstacles throughout your data-driven journey. You get clear results, even from imperfect or unstructured data.1Cleaning up your data and perfecting your input models cancome later. Your intelligence is easy to view and understand with visuals that2are more captivating than any line of text could ever be.ROYAL BANKOF SCOTLANDUNITED KINGDOM BANKINGADVANCED ANALYTICS IS HELPING THE BANK REDEFINE THE WAY ITCONDUCTS BUSINESS. DATA VISUALIZATION PUTS THE DATA INTOTHE HANDS OF THOSE WHO NEED IT TO MAKE BETTER DECISIONS.Royal Bank of Scotland is working to become the No. 1 bank in the UK forcustomer service, trust and advocacy. Data is the key to helping the banktransform its relationship with customers. Through data visualization, RBSexplores and interacts with data quickly and easily, enabling it to makebetter business decisions. And by analyzing customer data, the bank canmeet its goal of making customers the center point of every decision. Withthis data-based approach to business, the bank stays focused on doing theright thing – and benefiting from doing the right thing.“ Data is enabling us to drive transformationalchange across the RBS Group that allows us toachieve our ambition of earning customers’ trustby serving their needs better than any other bank.”Christian Nelissen, The Data Guy, Royal Bank of Scotland Because the platform is easy to use, it’s self-service – reducing3reliance on IT. In turn, IT can focus more on its core business.Becoming a data-driven organizationTOC8
Thedata-drivenjourney
So, where do you start your data-driven journey? A “big bang”approach is risky: It can overcomplicate things or may simplylack focus. We recommend a step-by-step approach as thesurest way to achieve success.Plotting the course123Choose your starting pointThe most important data sets have priorityExpand the reach of your analytics platformYour starting point can be a team (e.g., themarketing department) or a specific data source.Consider collecting data from your CRM system toget better insight into customer behavior, or beginwith productivity data from the shop floor.You must make a distinction between must-have datasets that will help meet your goal versus nice-to-havedata sets that are not core to the task at hand.Once you have value-added results from a project,you can start sharing your analytics platform withinand across teams. This can happen in a series ofwaves that create more and more buy-in as theresults continue to show more benefits.Or, recorded customer service calls or data from yourfinance department could be your first project. It’sbest if your starting point is something you’re alreadyfamiliar with, and if you have a clear goal in mind.Data may be a mix of structured, semistructured andunstructured data. Pour it all in and look at what youranalytics platform comes up with to see if the resultsare useful. Consider if additional data management(e.g., data cleaning) is needed or whether you cancontinue using the current data sets.Becoming a data-driven organizationTOC10
StartScaleGrowExpandwithin the teamExpandbeyond the teamGet the entireorganization on board4The data-driven organization is bornOnce you’ve moved from a limited number of data sources to an allencompassing data management flow – and you’ve extended the reachof data analytics from the few to the many, and every key decision isbacked by data – you’ve truly become a data-driven organization. Asyou become better at analytics, you‘ll find that you move from hindsightBecoming a data-driven organizationto insight and even foresight. You’ll no longer simply look back at whathappened in the past – you’ll steer your gaze to the future. Not only willyou be able to track ROI on all data-enabled projects, you’ll also be ableto run predictive analytics and simulate what-if scenarios. The backboneof your business strategy will then be formed by indisputable facts.TOC11
ZOOM-IN ONEniBELGIUM ENERGY MARKETING & OPERATIONSa360 viewon yourcustomersCUSTOMER CHURN AND RETENTION CAN NOW BE PREDICTED.FUTURE PROFITABILITY OF PRODUCTS, CHANNELS AND SEGMENTSCAN BE BETTER EVALUATED UPFRONT.Eni is an integrated energy company with operations on five continents.In the highly competitive energy market, it’s crucial to build long-termrelationships with clients. That’s why the company monitors and analyzesthe behavior of its entire client base throughout the customer life cycle.The company developed a solid and trustworthy prediction model usingmore than 700 parameters, which gave Eni’s management:Valuable information about customers. elp in evaluating future profitability of the company’s productHportfolio, sales channels and customer segments. hat-if scenarios, allowing them to assess the impact of strategic decisions,Wsuch as changes in price or margin, reduced customer churn and more. ser-friendly dashboards that make it easier to keep an eye on theUlong-term profitability of the entire customer base.Becoming a data-driven organization“ We calculate how much the customer will spendwith us (revenues) and how long they will stay(retention). We also predict when we mightexperience payment issues (credit losses) withthem and how much it will cost us to serve theirneeds (service costs).”Zdravka JevtimovCustomer Insights Manager, Eni9556%In an annual CIO survey, Gartnerfound that 95 percent of CIOsexpect their jobs to change or beremixed due to digitalization. Amajority of CIOs say that technologytrends, specifically cybersecurity andartificial intelligence, will significantlychange how they do their jobs in thenear future.%According to CMO.com, best-inclass marketers are 56 percentmore likely to use data and analyticsplatforms. However, only 19 percentof marketers fully track all theirmarketing efforts with data.Source: 15 Mind-Blowing Stats About Data-DrivenMarketing. Giselle Abramovich. CMO.com.Source: Gartner Survey of More Than 3,000CIOs Confirms the Changing Role of the ChiefInformation Officer. Gartner Newsroom.TOC12
The next level indata-driven work
Being data-driven is not an end state. It’s the beginning of an exploration of exciting possibilities. As the pace of technologyinnovation accelerates, yesterday’s science fiction becomes today’s reality. Here are some elements that will fuel futuredata-driven organizations.On the edge of tomorrowEdge analyticsTransparencySecurityIoTAISupply chainReal-time, on-site analyticscan track consumers’ in-storebehavior and pair it with theright kind of offer bundles toattract attention and addressthe needs of the individual.This effectively creates thesegment of one.Why not be transparent withconsumers about the hugeamounts of data that arecollected? Some informationwill always be sensitive, butoffering transparency to yourcustomers can be a big winin the branding department.According to recent surveys,more than 80 percent ofAnalytics can be put towork for data protectionas well. With advancedpattern recognition andcorrelating behaviors, riskscan be assessed betterand cyberattacks or reallife security threats can beprevented before they evenoccur.With the wealth of datagenerated by machines, yourproduction lines could mapout ways to become evenmore productive, discoverhidden costs and unlikelysources of revenue. The IoTand the Industrial Internetof Things (IIoT) are set torevolutionize production,Artificial intelligence makesit possible for machines tolearn from experience, adjustto new inputs and performhuman-like tasks. AI reliesheavily on deep learning andnatural language processing.Computers are trained toaccomplish specific tasks byprocessing large amountsExperts can use big data tofurther optimize logistics. Bytaking into account variousfactors that influence deliveryspeed and reliability (e.g.,traffic flows, accidents,weather patterns, rainstorms), smarter logisticscould even be used tooperate more sustainably.as well as consumptionpatterns. That new reality isjust around the corner.of data and recognizingpatterns in that data.consumers say ethics matterwhen they buy. With theEU General Data ProtectionRegulation (GDPR), adheringto privacy rules has becomean absolute must.Becoming a data-driven organizationTOC14
ZOOM-IN ONINTERAMERICANGREECE INSURANCE COMPLIANCEBE FULLY GDPR COMPLIANT.STRENGTHEN CUSTOMER RELATIONSHIPS AND TRUST.Interamerican, the largest private insurance company in Greece, provideslife, health and property insurance to more than 1 million customers – a vastamount of data to handle and protect. Interamerican used the opportunitypresented by GDPR compliance requirements to bolster data protection,build customer trust and retain its loyal customers.Under its new data governance model, employees operate in a moresecure, efficient way. The new GDPR requirements provided an opportunityto invest in and boost the company’s data ecosystem. New tools, expertiseand knowledge are used not only to comply with regulations and protectthe data, but also to advance data management practices by providingenhanced capabilities for data analysis, data quality and data handling.“ Trust is synonymous with insurance and is thecornerstone to building and keeping longcustomer relationships. We will promote thisextended trust coming out of GDPR compliance,hoping to gain a clear advantage in the Greekinsurance market. The GDPR is not just anothercompliance framework, but a great opportunityto enhance operational excellence.”According to Deloitte, 93 percent ofconsumers use their phones whileshopping. And 43 percent of those whoare 25 to 34 years old report paying forproducts with or through their mobilephones at least once a week.93%Source: 93 Percent of Consumers Use Their Phone WhileShopping. Deloitte. Apparelmag.com.Making the transformation to IIoT-enabledbusiness will require new skills andmanagement thinking. Chief amongthose requirements, executives say, arenew technical skills (51 percent), betterdata integration and analytics capabilities(41 percent), and rethinking of businessmodels (33 percent). Most say theircompanies have significant gaps inthese areas.51%Source: Supply Chain Management Review. IOT ReadinessRemains a Challenge for Many Industrial Supply Chains.Patrick Burnson.While 90 percent of governmentdata analytics users report they haveseen a decline in security breaches,49 percent of federal agencies saycybersecurity compromises occur atleast once a month as a result of aninability to fully analyze data.49%Source: Government Use of Big Data for Cybersecurity.Daniel Gutierrez. Insidebigdata.com.Xenophon LiapakisCIO, InteramericanBecoming a data-driven organizationTOC15
Getting inon the action
Becoming a data-driven organization is now within reach of everycompany. Cloud solutions have made access to data analytics platformsmuch easier. Consider software as a service (SaaS), which allowsorganizations to rent software for as long as needed – no need to buildand maintain everything on-premises. And with results as a service (RaaS),even organizations that lack the tools and expertise to turn their data intoinsights can get great results. These organizations simply share their dataand business problem with analytics experts, then RaaS delivers resultsthey can act on. This is essentially a way to “outsource” analytics.Becoming a data-driven organizationBy starting your data-driven journey in one specific area of your company,clearly defining your path toward data analytics, adopting the rightmindset and technologies, and gradually extending the reach and impactthroughout your company, you too can become the type of data-drivencompany that’s ready for tomorrow’s challenges.Start your data-driven journey now. In no time, you’ll find yourselfwondering: How on earth did we run our business without analytics?TOC17
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Becoming a data-driven organization The what, why and how Ongoing digitization has created vast streams of data, forcing businesses to become more data-driven than ever . get better insight into customer behavior, or begin with productivity data from the shop floor. Or, recorded customer service calls or data from your .
enabling unprecedented levels of insight. In fact, becoming data-driven is the new table-stakes for enterprise success. So, what does it mean to be a data-driven enterprise? It means maximizing the value of your . the organization. It transforms data into an independent digital asset for the business and expands its use out into the connected .
Becoming an analytics-driven organization to create value Challenge 1 Building the right organizational structure and governance framework to support value-driven decision-making While centralized governance is needed to collect data from across the business and convert it into valuable business insight, companies can also benefit from a
the data-driven testing needs with the keyword-driven approach alone. Keywords: test automation, test automation framework, data-driven testing, keyword-driven testing ii. TEKNILLINEN KORKEAKOULU DIPLOMITYON TIIVISTELM A .
A data-driven organization manages data in such a way that it creates a single version of the truth. This means and requires that the data is both relevant, reliable and available. Furthermore, this data is then used as a foundation for making business decisions. The way we see it, the foundation of a truly data-driven organization, rests on .
This model can be applied directly to a data-driven enterprise to enable self-service of data products, as illustrated in Figure 5. An insights marketplace offers a nice way to democratize the data within an organization in its journey toward becoming a data-driven enterprise. An insights marketplace is an interface whereby users
The central paradox of becoming is also evident in the second noble truth, where one of the three forms of craving leading to becoming is craving for non-becoming—the ending of what has come to be. This poses a practical challenge for any attempt to put an end to becoming. Many writers have tried to
into a data-driven organization" or "become more data-driven," most organizations struggle or lag when it comes to acting on a data strategy. With an end-to-end data strategy, you can manage the growing volume of your data, uncover insights across a variety of data types, and make it readily available to the right teams and systems.
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