2005 Peter Terpstra
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Transcript of 2005 Peter Terpstra
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