Buch, Englisch, 336 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 643 g
Reihe: SAS Institute Inc
Buch, Englisch, 336 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 643 g
Reihe: SAS Institute Inc
ISBN: 978-1-118-01239-0
Verlag: Turner Publishing Company
This book provides an integrated framework for communicating the value of business analytics, focusing on a four-stage methodology to help with: (1) communicating the value proposition, (2) building the business case, (3) creating the execution plan, and (4) measuring the value.
* Provides a plan for the execution of a successful business analytics program
* Reveals how to communicate the value of a project once it's done
* Presents an integrated framework for communicating the value of business analytics
Targeted toward the senior management team, this book explains what business analytics is and the value it can bring to your organization.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Preface.
Chapter 1: Introduction and Background.
The Power of Information.
Modern-day Magicians.
The Secret of Success.
How to Read This Book.
Understanding the structure.
Some final thoughts.
Chapter 2: The Importance of Business Analytics.
Introduction.
Business Analytics: A Definition.
The Role of the Organization.
The private sector perspective.
The public sector perspective.
The Reasons Behind Strategic Planning.
Developing a plan.
Success requires change.
Strategic planning occurs at multiple levels.
Intentional vs. opportunistic planning.
Business Analytics and the Traditional View.
SWOT analysis.
Strategic planning using SWOT analysis.
Identifying the ideal strategy.
Business analytics as a critical enabler.
Business Analytics and the External View.
Porter's Five Forces.
Strategic planning using Porter's Five Forces.
Porter's Generic Strategies.
Business analytics as a critical enabler.
Business Analytics and the Internal View.
The Resource-Based View of the Firm.
Strategic planning using the Resource-Based View of the Firm.
Business analytics as a critical enabler.
Business Analytics and the Customer View.
Wilde and Hax's Delta Model.
Strategic planning using the Delta Model.
Developing an execution plan.
Business analytics as a critical enabler.
Fostering Innovation and Invention.
Delivering Value through Renewable Return.
practical example: The ERP approach.
counter example: The analytics approach.
How business analytics delivers renewable value.
Summary.
Chapter 3: The Challenges of Tactical Delivery.
Introduction.
Core Vocabulary.
The business analytics team.
Competencies.
Tools.
Assets.
The analytical platform.
Discovery and operational environments.
Common Team Structures.
Roles and Responsibilities.
Analytics Team Lead.
Advanced Analytics Modeler.
Ad-hoc Analytics Analyst.
Domain Expert.
Data Steward.
Analytics Process Designer.
Monitoring / Validation Analysts.
Deployment Specialist.
The Challenges of Applying Business Analytics.
Finding the path to profitability.
Selling the Value of Analytics.
Selling your way to success.
Why teams fail.
Meeting and Overcoming these Challenges.
Money talks.
Everyone's different.
Ideas are a dime a dozen.
Prove it or it's not real.
The Four-step Framework.
Chapter 4: Defining the Value of Business Analytics.
Introduction.
Why you need to define the value.
The good Idea that never got off the ground.
In a Nutshell: What You Need at a Minimum and How to Do It.
The Different Types of Value.
Not for money or love: Tangible vs. intangible Value.
What's in it for me: Personal vs. organizational value.
Value identification as a technique to build support.
The Role of the Business Case.
A necessary requirement for financial release.
A way of minimizing bias.
A way of creating focus.
Identifying Tangible Value.
Common financial measures.
Don't put numbers in peoples' mouths.
Sources of tangible value.
Identifying Intangible Value.
Everyone cares, just not enough to give you money.
Sources of intangible benefits.
Simulating Business Cases.
A Practical Example: Reducing Churn in Telecommunications.
Summary.
The Checklist: Defining the Value.
Chapter 5: Communicating the Value Proposition.
Introduction.
Why You Need to Plan your Communication Strategy.
The breakdown in communication over modeling in marketing.
In a Nutshell: What You Need at a Minimum and How to Do It.
The Need for a Communication Strategy.
Defining the communication process.
Structure helps create focus.
Awareness and Information Relevancy.
Comprehension and relevancy.
Motivational understanding.
Organizational and Societal Cultural Considerations.
Historical influences: Background and experience
