data analytics a consumer’s view of data analytics & ba’s...

© 2014 BA Convention

Data Analytics

A Consumer’s view of Data Analytics & BA’s role

Sanjay Kumar ITC Infotech

Data Analytics as a Art form / Science has evolved over the last 2 decades

As it progresses at an ever increasing

pace, how has the BA role changed and

is expected to change in this journey

© 2014 BA Convention 3

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Agenda

1 Analytics in 1990s

2

5

Impact of Internet on Analytics

3 Social Media challenges

4

Analytics view of the future

Leveraging Analytics profitably




Data Analytics - Genesis




Challenges of Data Analytics (then)

• Low Response rates – fraction of a percent

• Elapsed time to collect and analyze data : 4 to 6 weeks

• Lack of Intermediate data

Was the Envelope opened?

When was it delivered?

• 3-5000 experiments : Data Management & Data Integrity was a PROJECT

STONE AGES OF DATA ANALYTICS




Role of a BA in Stone Ages of Analytics

BA Role as a Data Analyst

• Manual Process Flows: Track the data and update manually

• Establish correlations using 2 primary tools

SPSS

SAS

• Identify high correlations (both positive and negative)

• Share with Marketing / Operations / Risk Teams for further

action

SKILLS

• Base Skillset: Practicing STATISTICIAN

• Had to be very familiar with DB2 / ORACLE

• Good Knowledge: PL/SQL, SAS / SPSS




Impact of Internet and Smart Phones

• Data volumes have increased while data availability

time lags have decreased

• Better understanding of preceding actions by the

user: Better perspective on possible triggers

Predictive Analysis has become feasible

• Ability to influence decisions – accidental only

• Internet Penetration has increased multi-fold, cost

lower

• Actionable triggers can be induced closer to the

fulfillment points

INDUSTRIAL REVOLUTION




BA’s Role & Challenges in the early Internet Age

BA Role as a Technology savvy kid

• At what stages should browsing data be captured? DESIGN?

• Are cookies required and if so, how to deploy them?

• Validating and Testing the applications

• Post Deployment, continue working as a Data Analyst

SKILLS

• Understanding of Internet World

• Start understanding Behaviours

• Data analyst skills continue to be the same as:

Practicing STATISTICIAN

Had to be very familiar with DB2 / ORACLE

Good Knowledge around PL/SQL; SAS / SPSS

• Additional emerging skill: Datawarehousing Business User




Social Media Revolution

• Personal or Confidential Information

What is that?

• Demographic information: Better

• Likes and Dislikes: Freely Expressed

• Data Analyzers Paradise




Social Media for Consumers

Feedback on Social Media

Offer to Sample

Confirm – Voice Print

Positive Feedback No Response or Negative Feedback

HUMAN FLIGHT!




Role of a Business focused BA

BA Role as a Social Media protagonist

Interface with Business Teams (Marketing primarily)

• What is Social Media?

• How to Leverage Social Media?

• How to leverage mobility?

• How to leverage Proximity based Application through

Mobiles?

BA’s role evolved from

Technology Application focus

to Business Focus, though a

Technology Savvy Business Person




Near Future :

Impact of Social Media + Analytics

The technology is available today Time will be required to achieve a. Interoperability b. Uses definition

SPACE FLIGHT - Finally




BA’s Role as an Advisor

BA Role: Advisory / Researcher

• What is the Technology and related products

available today (Is this the CTO role?)

• How can Technology facilitate the Business

Processes, better than what even the

Business Users can imagine

• Conceptualize the Business Solutions,

factoring in Business and Technology

awareness

• Role changes require our awareness

beyond the standard realms, it is a holistic

view of the Technology Driven World




Futurescape: Analytics (less than a decade later)

• Better Demographic Data

• Greater ability to handle non-structured Data

• Richer Data on preferences

Granular Demographic grouping can be

achieved with distinct Behavioral traits

• Focused products can be designed for such

groups

• Flexible product engineering – Greater

parameterization (extreme customization)

• Products Designed matching to behavioral

patterns can be produced at short notice




Futurescape: Analytics (less than a decade later)

• Focused exposure in a limited time to ads and

articles

• Financial information is up to date: targeting

includes financing, if required

• Since behavioral mapping is high and targeting

concentrated, purchase completion rate is high

• Unsuccessful sale bid: Profile of target updated for

future, refinement achieved

• SPAM: A thing of the past

• REQUIRED: Be part of Social revolution

• If not, go back to the Amazons and e-Bays of today

Only if you can find them

Such websites are no longer available, too

expensive to maintain




BA’s Role : Back to a Data Analyst (SPECIALIST?)

BA Role:

• What are the new approaches and techniques in analytics?

• BIG Data:

Understand Big Data / Unstructured Data

Leveraging such analysis

Challenges in Big data and possible solutioning around the same

• Behavioural analysis and modelling based on the same

Our skills now need to encompass

Big Data

Analytical techniques and

Behavioural analysis

Times of India

28th Jan, 2014

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