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Building An

Analytical
Roadmap : A Real
Life Example
Dr Ahmed Khamassi
Chief Data Scientist & Principal
Consultant

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The Issue

 Environment:  Outcomes
 Big data analytics is probably going to  Paralysis by analysis
be remembered as a technological, if  Many customers do not know
not, an industrial revolution where to start?
 New technologies are rolling off the  They keep revisiting the same
assembly line daily issues over and over again
 New terminologies and approaches  The delve into technological
 What matters seems to changes quite questions before answering the
frequently what and why questions.
 I hear stories from my competitors,  Many organise several ‘vendor’
am I behind? contests without a clear end
 Do I need this stuff? insight

 How do I know which are the new  They lack coherent approach
opportunities these technologies that leads to faster results
allow me to win?  They involve either too many or
 Skills are short too few stakeholders

 Which skills do we need anyway?


 How do we organise them?
Where do I start and how
do I plan for big data
 How do we ensure we are compliant?
analytics?

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Establishing An Analytical Capability

 Principles: Business Layer


 Analytics is a business What needs to be optimised, prioritisation, alignment with overall strategy,
outcome enabler process changes etc.
 It bridges commercial
management and IT
expertise
 There are four layers to Analytical Layer
be brought together
How analytics supports business objectives, how they are achieved, business
successfully case, partnerships with business
 Outcomes
 Adopt a methodology
that ensures focus on
business priorities The Capabilities Layer
 Avoid delving into The expertise required to enable new analytical based processes, skills, scale
technological questions etc.
before answering the
what and why questions.
 A coherent approach that
leads to faster results Technology Layer
 Involve all stakeholders
Technologies required to enable data science & analytical capability, current
and experts. estate assessment, addressing gaps and establishing, operating models.

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The Situation

 The Organisation
 A Multi-national, multi-brand retail company
 Some CRM data
 Some digital data

 The vision
 We would like to catch up with competitors
 Gather and manager data properly
 Harness the power of analytics to manage customer lifecycle
 Our baseline is low

 The issue
 Where do we start?
 We did several vendor and technology rounds
 We realise it is not just technology

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Business Layer: Optimize Not Just Measure KPI
Example: Customer Lifecycle Management
Key Questions: Key CLM performance areas Optimization Opportunities
 which key 1 Drive existing customer ▪ Share of wallet maximisation
performance areas to revenue growth
▪ Basket size increase
focus on ▪ Cross-sell rate increase
 What needs to be
optimised for each KPI 2 Reduce cost of customer ▪ Attrition rate reduction
acquisition and retention
 How will business ▪ Lifetime value optimisation
processes change?
 How will new
3 Identify right set of customers ▪ Response rates by channel
processes be adopted? to acquire and target channel maximisation
▪ Customer lifetime value shift to
top end

4 Increase loyalty of customers ▪ Increase % of transactions on


loyalty card
▪ Increase purchase frequency

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The Analytical Layer: Horizontal Capabilities
Customer Value
To Meet Business Analytics

Objectives: Cross sell-upsell


optimisation,
loyalty increase,
 Translate business Supply SoW
Management
strategy into big data Supply
Promotion
Management:
analytics strategy – optimisation,,
non-performing
promotion
modelling,
answer: inventory, optimisation etc.
demand
Meeting
 Which key horizontal forecasting
Business
capabilities to build? Objectives:
Develop
 How to build them Horizontal
Pricing Solutions Product Strategy
overtime? Competitor Preference and
analytics, factor analysis,
 Organisational elasticity Assortment
modelling, optimization,
choices? dynamic pricing quality
etc. monitoring
 Investments? Customer Service
Consistent
 Business case? experience across
channel,
anticipate and
predict needs

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The Capabilities Layer: Enable Analytical
Strategy

Insights Foresights Optimize

What best can we do?


Action

Optimization
• Prescription of best choice amongst
a complex web of options

Predictive Modeling
•Modelling targeted to enable
decisions
Descriptive Modeling What will happen?
Information

•Describe historical event


•Insights in inference and causality
Insights/Limited What-if
• Multi-dimensional querying
•Basic scenario analysis
OLAP Reporting
• Drill-thru
What happened?
•Drill-Across
Standard Reporting
Basic Data

• Comp Sales
• Sell-thru
Raw Data
• Product, Sales, Inventory,
Customer

Decision Support Decision Guidance

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Technology Layer: Limiting Options
To enable utilisation Data Management Visualisation
of analytical
- Data collection & creation - Executive dashboards
capabilities: - Data integration, mashing - Granular drill down
 How to provide and - Information management - Real time transactional
manage the data? - Scaling - Train of thought
- Physical storage & cloud options - Sharing & collaboration
 How to enable data
science and analytical
experts? Technology
 How to democratise Roadmap
analytics with end
users? Data Science Integration
 How to reduce time to - From simplest to most - From concept to production
value and integrate sophisticated - Enabling business processes and
- In-house vs. service downstream business applications
with business
- Scale, variety & complexity - Collecting feedback
applications?
- Time to market - Time to market
Knowledge capture - Operating models & governance

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Establishing An Analytics Roadmap
Main Roadmap
Tasks
Owner Creation
1. Business Partnership Business
1. Prioritisation
Business

1. Establish business priorities Sponsors


Layer

1. LOBs willing to invest


2. Create support & urgency
2. Identify their priorities
3. Create partnership structure Business
3. Estimate business case
4. Align organisation Owners

2. Analytics Value Generation 2. Horizontal Capabilities


1. Understand business problems
Analytics

Analytics 1. Maturity analysis


Layer

2. Translate business problems into analytical 2. Capabilities needed


Business
problems 3. Investments & plans
Partners
3. Assess and organise capabilities 4. Business case creation
4. Manage quality and business processes

3. Capability: Data Science Execution 3. Building Capabilities


Technique

1. Explore, transform and generate data Data


Layer

1. In-house vs. partnership


2. Translate business knowledge into signals Science split
3. Model, deploy, monitor, disseminate etc. Manager 2. Resourcing & technical
4. Provide insights to business requirements

4. Technology Enablers
Technology

IT Sponsors 4. Platform Building


1. Data Management
Layer

1. Architectural design
2. Analytics – development & deployment 2. Technology selection
3. Dissemination – self-service analytics & BI 3. Technology
4. Enterprise integration IT Owners
implementation plans
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Suggest Organisation Structure
Business Business Business
Owner Owner Owner

Operating Model
Governance
Assurance

Analytics Analytics Analytics


Business Business Business Business
Partner Partner Partner
Analytics Leadership

Sponsor
(CXO)
Customer Value Management
Capability Leadership

Supply Chain Analytics

IT Sponsor Promotion & Demand Analytics


(CIO)
Data Visualisat-
Data & EI
Science ion

Operating Model, Governance, Assurance

IT Owner IT Owner IT Owner


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Analytical Roadmap: A project Plan

Technological Stage

Capability Stage Tasks:


▪ Conduct technology
Analytical Stage Tasks: maturity assessment
▪ Draw detailed execution ▪ Carry out technology gap
roadmap analysis
Business Stage Tasks:
▪ Translate objectives into ▪ Build skills & expertise ▪ Write technology
Tasks: strategy requirements
analytical requirements
▪ Understand business ▪ ▪ Agree vendor strategy
strategies and objectives ▪ Create high level solution Determine technical &
design scientific tools ▪ Agree cloud Strategy
▪ Business process & maturity ▪
assessments ▪ Draw horizontal capability ▪ Data readiness analysis Fix technology evolution
strategy Output roadmap
▪ Identify main priorities & pain Output
points ▪ Estimate investments &  Technological
returns – Business cases requirements  Technology strategy &
▪ Shortlist areas of focus and timelines
estimated returns ▪ Finalise shortlist  Skills strategy including
Output service procurement  Investment business case
Output
 A shortlist of possible  Final focused shortlist  Implementation roadmap  Vendor recommendation
initiatives with clear  Horizontal capability  Data science operating Owners
boundaries and objectives selection model  IT Owners
Owners  Business cases Owners  Analytical Business
 Analytical Business Partners Owners  Analytical Business Partners
Partners  Data Science Manager
 Business Owners  Analytical Business
Partners  IT owners
 Business Owners  Data science manager
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Final Outcome: A Comprehensive Plan
1. A roadmap for the analytical components based
on business prioritisation and synergies

2. A multidimensional sequential
project plan where each phase
details new implementations of:
a. Platform and technologies
b. Data & governance
c. Skills & Capabilities
d. Business outcomes

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Thank You
Dr Ahmed Khamassi
Chief Data Scientist & Principal
Consultant

Ahmed.khamassi@wipro.com

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