A Case for Business

Analytics Learning
Mark Tabladillo, Ph.D. (MVP, MCAD .NET, MCITP, MCT)
February 12, 2013

Welcome
Launch Meeting of the PASS Business Analytics Virtual Chapter
Website: http://bavc.sqlpass.org/

Leadership: Melissa Demsak @sqldiva

About MarkTab
Training and Consulting with
http://marktab.com

Ph.D. Industrial Engineering,

Georgia Tech

Data Mining Resources and Blog at

http://marktab.net

Training and consulting

internationally across many
industries SAS and Microsoft
Contributed to peer-reviewed
research and legislation
Mentoring doctoral dissertations at the
accredited University of Phoenix

Presenter

Motivation
Gartner announced in April 2012 that the worldwide business intelligence, analytics,
and performance management software market surpassed the US$12 Billion level in
2011
The increase was 16.4 percent over 2010

Evidence (Gartner, 2012)

Company

SAP
Oracle
SAS Institute
IBM
Microsoft
Other Vendors
Total

2011 Revenue

2,883.50
1,913.50
1,542.80
1,477.60
1,059.90
3,363.80
12,241.00

2011 Market Share (%) 2010 Revenue

23.6
15.6
12.6
12.1
8.7
27.5
100

2,413.10
1,645.80
1,386.50
1,222.00
913.7
2,931.10
10,512.20

2010 Market Share (%) 2010-2011 Growth (%)

23
15.7
13.2
11.6
8.7
27.9
100

19.5
16.3
11.3
20.9
16.0
14.8
16.4

Response
Peter Senge, author of The Fifth Discipline, recommends a learning organization
based on case research of successful organizations

Ideally, we learn together as groups within organizations

Minimally, we can learn individually
Always: we can find other people who want to learn and teach too

Questions
What is business analytics?
What are markets and industries saying today (as of February 2013)?

What group learning options are available for business analytics?

What leadership roles can individuals and groups have?

Business Analytics
Definitions and Expectations

Definitions
Business Intelligence
Using consistent metrics to measure
past performance and guide future
planning (therefore both descriptive
and predictive)
Based on data and statistical methods

Business Analytics
Using continuous iterative exploration
and investigation (scientific method
implied) for insight on past
performance and guide future planning
(therefore both descriptive and
predictive)
Based on data and statistical methods

Derived from Wikipedia article on Business analytics (retrieved February 2013)

Applications
Business Intelligence
Querying
Reporting
OLAP (Online Analytic Processing)
Alerts

Business Analytics
Statistical and quantitative analysis
Exploratory and predictive modeling

Derived from Wikipedia article on Business analytics (retrieved February 2013)

Source: Beller and Barnett

Business Intelligence

Business Analytics

Oriented to standard and consistent metrics and

analysis
Focused on dashboards and pre-defined reports
Primarily answers predefined questions
Provides end users indirect raw data access through
cubes, reports, and summarized data
Exception based reporting

Oriented toward ad-hoc analysis of past performance

Focused on interactive and investigative analysis by
end users
Used to derive new insights and understanding
Explore the unknown and discover new patterns
Relies on low-level data to provide visibility to
unexpected activity

Retrieved from http://www.docstoc.com/docs/7486045/NextGeneration-Business-Analytics-Presentation, February 2013

Commentary by MarkTab
Business Analytics (Beller and Barnett)

Business Analytics (MarkTab)

Oriented toward ad-hoc analysis of past performance

Focused on interactive and investigative analysis by
end users
Used to derive new insights and understanding
Explore the unknown and discover new patterns
Relies on low-level data to provide visibility to
unexpected activity

Oriented toward data-driven analysis of past

performance
Focused on interactive and investigative analysis by
end users
Used to derive new insights and understanding
Explore the unknown and discover new patterns
Relies on low-level data to provide visibility to models
of unexpected activity

Retrieved from
http://www.docstoc.com/docs/7486045/Ne
xt-Generation-Business-AnalyticsPresentation, February 2013

First produced for the PASS

Virtual Business Analytics group,
February 2013

Answering Questions
Business Intelligence

Business Analytics

Business Analytics (MarkTab)

What happened?

Why did it happen?

What happens together?

When?

Will it happen again?

What is the probability of happening

again?

Who?

What will happen if we change x?

How many?

What else does the data tell us that

never thought to ask?

What will likely happen if we change

x?
What else does the data tell us that
we never thought to ask?

Retrieved from
http://searchbusinessanalytics.techtarget.com/definition/busine
ss-analytics-BA, February 2013

First produced for the PASS

Virtual Business Analytics group,
February 2013

Takeaway
Dont be surprised when people have
different definitions of and expectations for
business analytics

Business Analytics
Trends
February 2013

More Gartner Data

Subsegment

2011 Revenue

2011 Market Share (%) 2010 Revenue

2010 Market Share (%) 2010-2011 Growth (%)

Analytic
Applications and
Performance
Management

1,938.60

15.8

1,652.60

15.7

17.3

BI Platform

7,793.40

63.6

6,703.30

63.7

16.3

CPM Suites

2,509.00

20.5

2,156.30

20.5

16.4

12,241.00

100

10,512.20

100

16.4

Total

Full information at http://www.gartner.com/resId=1969315

Trends for 2010 (Bardoliwalla)

The undeniable arrival of the era of big data will lead to further proliferation in data
management alternatives

Advanced visualization will continue to increase in depth and relevance to broader

audiences
Open source offerings will continue to make in-roads against on-premise offerings
Excel will continue to provide the dominant paradigm for end-user BI consumption

Retrieved from http://www.enterpriseirregulars.com/5706/thetop-10-trends-for-2010-in-analytics-business-intelligence-andperformance-management/, February 2013

Trends for 2012 (Goodwin)

Businesses will be more open with their data (because government is)
Privacy and ethics will become an area for debate

New business models will emerge

Retrieved from
http://www.computerweekly.com/news/2240113980/4-keytrends-in-business-analytics-in-2012, February 2013

Trends for 2013 (Rodriguez and

Schiffman: Tableau)
Self-reliance is the new self-service
In 2013, we expect to see the maturation of cloud BI (Business Intelligence)

Mobile BI (Business Intelligence) goes mainstream

Retrieved from http://www.fyisolutions.com/blog/topadvanced-business-analytics-trends-for-2013/, February 2013

Takeaway
Learn enough about the vocabulary (and
changing definitions and expectations) to turn
trends into actionable decisions

Business Analytics
Learning Options
February 2013

Free Options
News feeds
Twitter

Search engines
Video (YouTube, Vimeo, iTunesU)
Vendor Websites

Books
Networking

MOOC (Massive open online course)

Structured Learning: Coursera, Udacity, edX
My Coursera Journey: http://marktab.net/datamining/2012/08/20/join-marktabcoursera-fall-2012/
Coursera

Udacity

edX

2.5 million users

400,000 users

MIT and Harvard

Natural Language Processing

Social Network Analysis
Passion Driven Statistics

Artificial Intelligence for Robotics

Introduction to Artificial
Intelligence
Introduction to Statistics

Introduction to Statistics
Artificial Intelligence

Even Free is Analyzed

The founders of Coursera are data mining and machine learning experts
They are gathering data on how people learn

My Coursera Journey: http://marktab.net/datamining/2012/08/20/join-marktabcoursera-fall-2012/

See the Daphne Koller video delivered at TED

PASS Business Analytics Conference

http://passbaconference.com/

PASS Business Analytics Conference

Business Intelligence

Business Analytics

Integration Services
Analysis Services
Multidimensional
Tabular
Reporting Services
PowerPivot
Power View

Data Mining
Predictive Analytics
Text Mining
Recommender Systems

PASS Business Analytics Conference

Categories
Data Analytics and Visualization
Advanced Analytics and Insights
Information Delivery and Collaboration
Big Data Innovations and Integration
Strategy and Architecture

Retrieved from http://passbaconference.com/Sessions.aspx, February 2013

Training
Online
Onsite

PASS Business Analytics Virtual Chapter

http://bavc.sqlpass.org/

Takeaway
Participating in unstructured and structured
education allows us to learn business analytics
trends, their meaning, and potential
applications

Business Analytics
Leadership
February 2013

Assumption
Business intelligence and business analytics (including data
mining) have a primary goal of informing actionable decisions

MarkTab Decision Cycle

GO

Synthesis

Analysis

(art)

(science)

Science needs science fiction -- MarkTab

MarkTab Decision Cycle

GO

Synthesis

Analysis

(art)

(science)

Lessons of the MarkTab Decision Cycle

Marketing and
business leaders
need to learn
how analytics
informs decisions

Analysts need to learn

more about how
leadership and
management affect
decisions

When we know what other team members do, our teams become more effective

Management is Prediction

W. Edwards Deming, Ph.D.

XKCD: Shopping Teams

XKCD: Shopping Teams

XKCD: Shopping Teams

How can we exercise leadership?

Network: Echo successful decision cycles through external or internal social media
Share: Present at business analytics events

Befriend: Collaborate with colleagues outside your organization

Takeaways
Learning together as a team is ideal (Peter
Senge)
Your best business partner is different from
you

Conclusion
Market trends predict how business analytics will affect the world
Learning options include both free and paid options, and often
sponsored by large technical communities
We exercise business analytics leadership through learning together

Resources
Data Mining Resources and blog http://marktab.net
Data Mining Training and Consulting (especially Microsoft and SAS)
http://marktab.com
PASS Business Analytics Virtual Chapter http://bavc.sqlpass.org/
PASS Business Analytics Conference http://passbaconference.com/