The Value of Business Analytics Identifying

Practical guidance for managers for getting projects started and presenting the results when the project's doneThis 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 analyticsTargeted toward the senior management team, this book explains what business analytics is and the value it can bring to your organization.

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.

Preface	p. ix
Acknowledgments	p. xiii
Introduction and Background	p. 1
The Power of Information	p. 1
Modern-Day Magicians	p. 3
The Secret of Success	p. 5
Notes	p. 7
The Importance of Business Analytics	p. 9
Introduction	p. 9
Business Analytics: A Definition	p. 10
Role of the Organization	p. 13
Reasons behind Strategic Planning	p. 17
Business Analytics and the Traditional View	p. 25
Business Analytics and the External View	p. 28
Business Analytics and the Internal View	p. 35
Business Analytics and the Customer View	p. 39
Fostering Innovation and Invention	p. 44
Delivering value through Renewable Return	p. 46
Summary	p. 51
Note	p. 51
The Challenges of Tactical Delivery	p. 53
Introduction	p. 53
Core Vocabulary	p. 54
Common Team structures	p. 66
Roles and Responsibilities	p. 68
Challenges of Applying Business Analytics	p. 83
Finding the Path to Profitability	p. 85
Telling the value of Analytics	p. 86
Meeting and Overcoming These Challenges	p. 90
The Four-Step Framework	p. 97
Note	p. 97
Defining the Value of Business Analytics	p. 99
Introduction	p. 99
Why You Need to Define the value	p. 100
Different Types of Value	p. 103
Role of the Business Case	p. 108
Identifying Tangible Value	p. 115
Identifying Intangible Value	p. 131
Simulating Business Cases	p. 134
Practical Example: Reducing Churn in Telecommunications	p. 140
Summary	p. 143
Communicating the Value Proposition	p. 147
Introduction	p. 147
Why You Need to Plan Your Communication Strategy	p. 148
Need for a Communication Strategy	p. 154
Awareness and Information Relevancy	p. 158
Organizational and Societal Cultural Considerations	p. 163
Conceptual Relevancy	p. 172
The path to Persuasion	p. 178
Practical Example: A Forecasting Model for Planning	p. 182
Summary	p. 185
Note	p. 187
Creating the Execution Plan and Delivering Value	p. 189
Introduction	p. 189
why You Need an Execution Plan	p. 190
Role of the Execution Plan	p. 194
Establishing Direction	p. 195
Delivering to the Plan	p. 215
Dealing with Resource constraints	p. 216
Planning for Success	p. 220
Practical Example: Social Network Analysis	p. 229
Summary	p. 231
Delivering the Measurement Framework	p. 235
Introduction	p. 235
Why a Measurement Framework is Essential	p. 236
Role of the Measurement Framework	p. 241
Measuring What Is important	p. 247
Establishing a Measurement Framework	p. 260
Delivering the Measurement Framework	p. 263
Advanced Measurement Concepts	p. 268
Practical Example: The Ongoing Growth of an Analytics Team	p. 278
Summary	p. 281
Bringing It All Together	p. 285
Introduction	p. 285
Sarah's Challenges	p. 286
The Light-Bulb Moment	p. 288
Transforming the Organization	p. 292
Summary	p. 296
Glossary	p. 299
About the Author	p. 317
Index	p. 319
Table of Contents provided by Ingram. All Rights Reserved.

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The Value of Business Analytics Identifying the Path to Profitability

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Table of Contents

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