Stubbs The Value of Business Analytics

Identifying the Path to Profitability
1. Auflage 2011
ISBN: 978-1-118-09338-2
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 336 Seiten, E-Book

Reihe: SAS Institute

TURN YOUR CHALLENGES INTO SUCCESSES - LEARN HOW AND WHYSOME TEAM STRUGGLE AND SOME SUCCEED
This groundbreaking resource defines what business analytics is,the immense value it brings to an organization, and how to harnessits power to gain a competitive edge in the marketplace. AuthorEvan Stubbs provides managers with the tools, knowledge, andstrategies to get the organizational commitment you need to getbusiness analytics up and running in your company.
Drawing from numerous practical examples, The Value ofBusiness Analytics provides an overview of how businessanalytics maps to organizational strategy and through examining themistakes teams commonly make that prevent their success, authorEvan Stubbs uncovers a four-step framework which helps improve theodds of success.
Built on field-tested experience, The Value of BusinessAnalytics explains the importance of and how to:
* Define the Value: Link analytics outcomes to businessvalue, thereby helping build a sense of urgency and a need forchange.
* Communicate the Value: Persuade the right people byunderstanding what motivates them.
* Deliver the Value: Link tactical outcomes to long-termstrategic differentiation.
* Measure the Value: Validate wins and deliver continuousimprovement to help drive ongoing transformation.
Translating massive amounts of data into real insight is beyondmagic--it's competitive advantage distilled. Nothingelse offers an equivalent level of agility, productivityimprovement, or renewable value. Whether you're looking toquantify the value of your work or generate organizational support,learn how to leverage advanced business analytics with the hands-onguidance found in The Value of Business Analytics.
Drawing on the successes and failures of countlessorganizations, author Evan Stubbs provides a reference rich incontent that spans everything from hiring the right people,understanding technical maturity, assessing culture, andstructuring strategic planning. A must-read for any businessanalytics leader and an essential reference in shifting theperspective of business analytics away from algorithms towardsoutcomes.
Learn how to increase the odds of successful value creationwith The Value of Business Analytics.

Autoren/Hrsg.

Stubbs, Evan

Inhaltsverzeichnis

Preface ix
Acknowledgments xiii
Chapter 1 Introduction and Background 1
The Power of Information 1
Modern-Day Magicians 3
The Secret of Success 5
Notes 7
Chapter 2 The Importance of Business Analytics 9
Introduction 9
Business Analytics: A Definition 10
Role of the Organization 13
Reasons behind Strategic Planning 17
Business Analytics and the Traditional View 25
Business Analytics and the External View 28
Business Analytics and the Internal View 35
Business Analytics and the Customer View 39
Fostering Innovation and Invention 44
Delivering Value through Renewable Return 46
Summary 51
Note 51
Chapter 3 The Challenges of Tactical Delivery 53
Introduction 53
Core Vocabulary 54
Common Team Structures 66
Roles and Responsibilities 68
Challenges of Applying Business Analytics 83
Finding the Path to Profitability 85
Selling the Value of Analytics 86
Meeting and Overcoming These Challenges 90
The Four-Step Framework 97
Note 97
Chapter 4 Defining the Value of Business Analytics 99
Introduction 99
Why You Need to Define the Value 100
Different Types of Value 103
Role of the Business Case 108
Identifying Tangible Value 115
Identifying Intangible Value 131
Simulating Business Cases 134
Practical Example: Reducing Churn in Telecommunications 140
Summary 143
Chapter 5 Communicating the Value Proposition 147
Introduction 147
Why You Need to Plan Your Communication Strategy 148
Need for a Communication Strategy 154
Awareness and Information Relevancy 158
Organizational and Societal Cultural Considerations 163
Conceptual Relevancy 172
The Path to Persuasion 178
Practical Example: A Forecasting Model for Planning 182
Summary 185
Note 187
Chapter 6 Creating the Execution Plan and Delivering Value189
Introduction 189
Why You Need an Execution Plan 190
Role of the Execution Plan 194
Establishing Direction 195
Delivering to the Plan 215
Dealing with Resource Constraints 216
Planning for Success 220
Practical Example: Social Network Analysis 229
Summary 231
Chapter 7 Delivering the Measurement Framework 235
Introduction 235
Why a Measurement Framework Is Essential 236
Role of the Measurement Framework 241
Measuring What Is Important 247
Establishing a Measurement Framework 260
Delivering the Measurement Framework 263
Advanced Measurement Concepts 268
Practical Example: The Ongoing Growth of an Analytics Team278
Summary 281
Chapter 8 Bringing It All Together 285
Introduction 285
Sarah's Challenges 286
The Light-Bulb Moment 288
Transforming the Organization 292
Summary 296
Glossary 299
About the Author 317
Index 319

Über Autor(innen)

EVAN STUBBS is the Regional Product Manager for Analytics at SAS Australia/New Zealand. A key champion for innovation and improvement, he advises organizations across multiple industry sectors and assists companies in achieving best practice in analytics. He has successfully applied analytics in a highly varied range of situations, from implementing an analytics-based policy planning toolkit within a large government department to creating the vision, market specifications, and demand forecasts for a concept car.