Tag: Business

Timo Elliott on 2012

Continuing the DecisionStats series on  trends for 2012, Timo Elliott , Technology Evangelist  at SAP Business Objects, looks at the predictions he made in the beginning of  2011 and follows up with the things that surprised him in 2011, and what he foresees in 2012.

You can read last year’s predictions by Mr Elliott at http://www.decisionstats.com/brief-interview-timo-elliott/

Timo- Here are my comments on the “top three analytics trends” predictions I made last year:

(1) Analytics, reinvented. New DW techniques make it possible to do sub-second, interactive analytics directly against row-level operational data. Now BI processes and interfaces need to be rethought and redesigned to make best use of this — notably by blurring the distinctions between the “design” and “consumption” phases of BI.

I spent most of 2011 talking about this theme at various conferences: how existing BI technology israpidly becoming obsolete and how the changes are akin to the move from film to digital photography. Technology that has been around for many years (in-memory, column stores, datawarehouse appliances, etc.) came together to create exciting new opportunities and even generally-skeptical industry analysts put out press releases such as “Gartner Says Data Warehousing Reaching Its Most Significant Inflection Point Since Its Inception.” Some of the smaller BI vendors had been pushing in-memory analytics for years, but the general market started paying more attention when megavendors like SAP started painting a long-term vision of in-memory becoming a core platform for applications, not just analytics. Database leader Oracle was forced to upgrade their in-memory messaging from “It’s a complete fantasy” to “we have that too”.

(2) Corporate and personal BI come together. The ability to mix corporate and personal data for quick, pragmatic analysis is a common business need. The typical solution to the problem — extracting and combining the data into a local data store (either Excel or a departmental data mart) — pleases users, but introduces duplication and extra costs and makes a mockery of information governance. 2011 will see the rise of systems that let individuals and departments load their data into personal spaces in the corporate environment, allowing pragmatic analytic flexibility without compromising security and governance.

The number of departmental “data discovery” initiatives continued to rise through 2011, but new tools do make it easier for business people to upload and manipulate their own information while using the corporate standards. 2012 will see more development of “enterprise data discovery” interfaces for casual users.

(3) The next generation of business applications. Where are the business applications designed to support what people really do all day, such as implementing this year’s strategy, launching new products, or acquiring another company? 2011 will see the first prototypes of people-focused, flexible, information-centric, and collaborative applications, bringing together the best of business intelligence, “enterprise 2.0”, and existing operational applications.

2011 saw the rise of sophisticated, user-centric mobile applications that combine data from corporate systems with GPS mapping and the ability to “take action”, such as mobile medical analytics for doctors or mobile beauty advisor applications, and collaborative BI started becoming a standard part of enterprise platforms.

And one that should happen, but probably won’t: (4) Intelligence = Information + PEOPLE. Successful analytics isn’t about technology — it’s about people, process, and culture. The biggest trend in 2011 should be organizations spending the majority of their efforts on user adoption rather than technical implementation.

Unsurprisingly, there was still high demand for presentations on why BI projects fail and how to implement BI competency centers.  The new architectures probably resulted in even more emphasis on technology than ever, while business peoples’ expectations skyrocketed, fueled by advances in the consumer world. The result was probably even more dissatisfaction in the past, but the benefits of the new architectures should start becoming clearer during 2012.

What surprised me the most:

The rapid rise of Hadoop / NoSQL. The potentials of the technology have always been impressive, but I was surprised just how quickly these technology has been used to address real-life business problems (beyond the “big web” vendors where it originated), and how quickly it is becoming part of mainstream enterprise analytic architectures (e.g. Sybase IQ 15.4 includes native MapReduce APIs, Hadoop integration and federation, etc.)

Prediction for 2012:

As I sat down to gather my thoughts about BI in 2012, I quickly came up with the same long laundry list of BI topics as everybody else: in-memory, mobile, predictive, social, collaborative decision-making, data discovery, real-time, etc. etc.  All of these things are clearly important, and where going to continue to see great improvements this year. But I think that the real “next big thing” in BI is what I’m seeing when I talk to customers: they’re using these new opportunities not only to “improve analytics” but also fundamentally rethink some of their key business processes.

Instead of analytics being something that is used to monitor and eventually improve a business process, analytics is becoming a more fundamental part of the business process itself. One example is a large telco company that has transformed the way they attract customers. Instead of laboriously creating a range of rate plans, promoting them, and analyzing the results, they now use analytics to automatically create hundreds of more complex, personalized rate plans. They then throw them out into the market, monitor in real time, and quickly cull any that aren’t successful. It’s a way of doing business that would have been inconceivable in the past, and a lot more common in the future.

 

About

 

Timo Elliott

Timo Elliott is a 20-year veteran of SAP BusinessObjects, and has spent the last quarter-century working with customers around the world on information strategy.

He works closely with SAP research and innovation centers around the world to evangelize new technology prototypes.

His popular Business Analytics blog tracks innovation in analytics and social media, including topics such as augmented corporate reality, collaborative decision-making, and social network analysis.

His PowerPoint Twitter Tools lets presenters see and react to tweets in real time, embedded directly within their slides.

A popular and engaging speaker, Elliott presents regularly to IT and business audiences at international conferences, on subjects such as why BI projects fail and what to do about it, and the intersection of BI and enterprise 2.0.

Prior to Business Objects, Elliott was a computer consultant in Hong Kong and led analytics projects for Shell in New Zealand. He holds a first-class honors degree in Economics with Statistics from Bristol University, England

Timo can be contacted via Twitter at https://twitter.com/timoelliott

 Part 1 of this series was from James Kobielus, Forrestor at http://www.decisionstats.com/jim-kobielus-on-2012/

Jim Kobielus on 2012

Jim Kobielus revisits the predictions he made in 2011 (and a summary of 2010) , and makes some fresh ones for 2012. For technology watchers, this is an article by one of the gurus of enterprise software.

 

All of those trends predictions (at http://www.decisionstats.com/brief-interview-with-james-g-kobielus/ ) came true in 2011, and are in full force in 2012 as well.Here are my predictions for 2012, and the links to the 3 blogposts in which I made them last month:

 

The Year Ahead in Next Best Action? Here’s the Next Best Thing to a Crystal Ball!

  • The next-best-action market will continue to coalesce around core solution capabilities.
  • Data scientists will become the principal application developers for next best action.
  • Real-world experiments will become the new development paradigm in next best action.

The Year Ahead in Advanced Analytics? Advances on All Fronts!

  • Open-source platforms will expand their footprint in advanced analytics.
  • Data science centers of excellence will spring up everywhere.
  • Predictive analytics and interactive exploration will enter the mainstream BI user experience:

The Year Ahead In Big Data? Big, Cool, New Stuff Looms Large!

  • Enterprise Hadoop deployments will expand at a rapid clip.
  • In-memory analytics platforms will grow their footprint.
  • Graph databases will come into vogue.

 

And in an exclusive and generous favor for DecisionStats, Jim does some crystal gazing for the cloud computing field in 2012-

Cloud/SaaS EDWs will cross the enterprise-adoption inflection point. In 2012, cloud and software-as-a-service (SaaS) enterprise data warehouses (EDWs), offered on a public subscription basis, will gain greater enterprise adoption as a complement or outright replacement for appliance- and software-based EDWs. A growing number of established and startup EDW vendors will roll out cloud/SaaS “Big Data” offerings. Many of these will supplement and extend RDBMS and columnar technologies with Hadoop, key-value, graph, document, and other new database architectures.

About-

http://www.forrester.com/rb/analyst/james_kobielus

James G. Kobielus James G. Kobielus
Senior Analyst

RESEARCH FOCUS

 

James serves Business Process & Application Development & Delivery Professionals. He is a leading expert on data warehousing, predictive analytics, data mining, and complex event processing. In addition to his core coverage areas, James contributes to Forrester’s research in business intelligence, data integration, data quality, and master data management.

 

PREVIOUS WORK EXPERIENCE

 

James has a long history in IT research and consulting and has worked for both vendors and research firms. Most recently, he was at Current Analysis, an IT research firm, where he was a principal analyst covering topics ranging from data warehousing to data integration and the Semantic Web. Prior to that position, James was a senior technical systems analyst at Exostar (a hosted supply chain management and eBusiness hub for the aerospace and defense industry). In this capacity, James was responsible for identifying and specifying product/service requirements for federated identity, PKI, and other products. He also worked as an analyst for the Burton Group and was previously employed by LCC International, DynCorp, ADEENA, International Center for Information Technologies, and the North American Telecommunications Association. He is both well versed and experienced in product and market assessments. James is a widely published business/technology author and has spoken at many industry events.

Contact –

Twitter: http://twitter.com/jameskobielus

SAS Institute Financials 2011

SAS Institute has release it’s financials for 2011 at http://www.sas.com/news/preleases/2011financials.html,

Revenue surged across all solution and industry categories. Software to detect fraud saw a triple-digit jump. Revenue from on-demand solutions grew almost 50 percent. Growth from analytics and information management solutions were double digit, as were gains from customer intelligence, retail, risk and supply chain solutions

AJAY- and as a private company it is quite nice that they are willing to share so much information every year.

The graphics are nice ( and the colors much better than in 2010) , but pie-charts- seriously dude there is no way to compare how much SAS revenue is shifting across geographies or even across industries. So my two cents is – lose the pie charts, and stick to line graphs please for the share of revenue by country /industry.

In 2011, SAS grew staff 9.2 percent and reinvested 24 percent of revenue into research and development

AJAY- So that means 654 million dollars spent in Research and Development.  I wonder if SAS has considered investing in much smaller startups (than it’s traditional strategy of doing all research in-house and completely acquiring a smaller company)

Even a small investment of say 5-10 million USD in open source , or even Phd level research projects could greatly increase the ROI on that.

That means

Analyzing a private company’s financials are much more fun than a public company, and I remember the words of my finance professor ( “dig , dig”) to compare 2011 results with 2010 results.

http://www.sas.com/news/preleases/2010financials.html

The percentage invested in R and D is exactly the same (24%) and the percentages of revenue earned from each geography is exactly the same . So even though revenue growth increased from 5.2 % to 9% in 2011, both the geographic spread of revenues and share  R&D costs remained EXACTLY the same.

The Americas accounted for 46 percent of total revenue; Europe, Middle East and Africa (EMEA) 42 percent; and Asia Pacific 12 percent.

Overall, I think SAS remains a 35% market share (despite all that noise from IBM, SAS clones, open source) because they are good at providing solutions customized for industries (instead of just software products), the market for analytics is not saturated (it seems to be growing faster than 12% or is it) , and its ability to attract and retain the best analytical talent (which in a non -American tradition for a software company means no stock options, job security, and great benefits- SAS remains almost Japanese in HR practices).

In 2010, SAS grew staff by 2.4 percent, in 2011 SAS grew staff by 9 percent.

But I liked the directional statement made here-and I think that design interfaces, algorithmic and computational efficiencies should increase analytical time, time to think on business and reduce data management time further!

“What would you do with the extra time if your code ran in two minutes instead of five hours?” Goodnight challenged.

Quantitative Modeling for Arbitrage Positions in Ad KeyWords Internet Marketing

Assume you treat an ad keyword as an equity stock. There are slight differences in the cost for advertising for that keyword across various locations (Zurich vs Delhi) and various channels (Facebook vs Google) . You get revenue if your website ranks naturally in organic search for the keyword, and you have to pay costs for getting traffic to your website for that keyword.
An arbitrage position is defined as a riskless profit when cost of keyword is less than revenue from keyword. We take examples of Adsense  and Adwords primarily.
There are primarily two types of economic curves on the foundation of which commerce of the  internet  resides-
1) Cost Curve- Cost of Advertising to drive traffic into the website  (Google Adwords, Twitter Ads, Facebook , LinkedIn ads)
2) Revenue Curve – Revenue from ads clicked by the incoming traffic on website (like Adsense, LinkAds, Banner Ads, Ad Sharing Programs , In Game Ads)
The cost and revenue curves are primarily dependent on two things
1) Type of KeyWord-Also subdependent on
a) Location of Prospective Customer, and
b) Net Present Value of Good and Service to be eventually purchased
For example , keyword for targeting sales of enterprise “business intelligence software” should ideally be costing say X times as much as keywords for “flower shop for birthdays” where X is the multiple of the expected payoffs from sales of business intelligence software divided by expected payoff from sales of flowers (say in Location, Daytona Beach ,Florida or Austin, Texas)
2) Traffic Volume – Also sub-dependent on Time Series and
a) Seasonality -Annual Shoppping Cycle
b) Cyclicality– Macro economic shifts in time series
The cost and revenue curves are not linear and ideally should be continuous in a definitive exponential or polynomial manner, but in actual reality they may have sharp inflections , due to location, time, as well as web traffic volume thresholds
Type of Keyword – For example ,keywords for targeting sales for Eminem Albums may shoot up in a non linear manner after the musician dies.
The third and not so publicly known component of both the cost and revenue curves is factoring in internet industry dynamics , including relative market share of internet advertising platforms, as well as percentage splits between content creator and ad providing platforms.
For example, based on internet advertising spend, people belive that the internet advertising is currently heading for a duo-poly with Google and Facebook are the top two players, while Microsoft/Skype/Yahoo and LinkedIn/Twitter offer niche options, but primarily depend on price setting from Google/Bing/Facebook.
It is difficut to quantify  the elasticity and efficiency of market curves as most literature and research on this is by in-house corporate teams , or advisors or mentors or consultants to the primary leaders in a kind of incesteous fraternal hold on public academic research on this.
It is recommended that-
1) a balance be found in the need for corporate secrecy to protest shareholder value /stakeholder value maximization versus the need for data liberation for innovation and grow the internet ad pie faster-
2) Cost and Revenue Curves between different keywords, time,location, service providers, be studied by quants for hedging inetrent ad inventory or /and choose arbitrage positions This kind of analysis is done for groups of stocks and commodities in the financial world, but as commerce grows on the internet this may need more specific and independent quants.
3) attention be made to how cost and revenue curves mature as per level of sophistication of underlying economy like Brazil, Russia, China, Korea, US, Sweden may be in different stages of internet ad market evolution.
For example-
A study in cost and revenue curves for certain keywords across domains across various ad providers across various locations from 2003-2008 can help academia and research (much more than top ten lists of popular terms like non quantitative reports) as well as ensure that current algorithmic wightings are not inadvertently given away.
Part 2- of this series will explore the ways to create third party re-sellers of keywords and measuring impacts of search and ad engine optimization based on keywords.

Business Analytics Projects

As per me, Analytics Projects get into these four  broad phases-

  • Business Problem  Phase– What needs to be done?
  1. Increase Revenues
  2. Cut Costs
  3. Investigate Unusual Events
  4. Project Timelines
  • Technical Problem Phase – Technical Problems in Project Execution 
  1. Data Availability /Data Quality/Data Augmentation Costs
  2. Statistical -(Technique based approach) , Hypothesis Formulation,Sampling, Iterations
  3. Programming-(Tool based approach) Analytics Platform Coding (Input, Formats,Processing)
  • Technical Solution Phase – Problem Solving using the Tools and Skills Available 
  1. Data Cleaning /Outlier Treatment/Missing Value Imputation
  2. Statistical -(Technique based approach) Error Minimization, Model Validation, Confidence Levels
  3. Programming-(Tool based approach) Analytics Platform Coding (Output, Display,Graphs)
  • Business Solution Phase– Put it all together in a word document, presentation and/or spreadsheet
  1. Finalized- Forecasts  , Models and Data Strategies
  2. Improvements  in existing processes
  3.  Control and Monitoring of Analytical Results post Implementation
  4. Legal and Compliance  guidelines to execution
  5. (Internal or External) Client Satisfaction and Expectation Management
  6. Audience Feedback based on presenting final deliverable to broader audience

Does the Internet need its own version of credit bureaus

Data Miners love data. The more data they have the better model they can build. Consumers do not love data so much and find sharing data generally a cumbersome task. They need to be incentivize for filling out survey forms , and for signing to loyalty programs. Lawyers, and privacy advocates love to use examples of improper data collection and usage as the harbinger of an ominous scenario. George Orwell’s 1984 never “mentioned” anything about Big Brother trying to sell you one more loan, credit card or product.

Data generated by customers is now growing without their needing to fill out forms and surveys. This data is about their preferences , tastes and choices and is growing in size and depth because it is generated from social media channels on the Internet.It is this data that can be and is captured by social media analytics.

Mobile data is also growing, including usage of location based applications and usage of Internet from the mobile phone is leading to further increases in data about consumers.Increasingly , location based applications help to provide a much more relevant context to the data generated. Just mobile data is expected to grow to 15 exabytes by 2015.

People want to have more and more conversations online publicly , share pictures , activity and interact with a large number of people whom  they have never met. But resent that information being used or abused without their knowledge.

Also the Internet is increasingly being consolidated into a few players like Microsoft, Amazon, Google  and Facebook, who are unable to agree on agreements to share that data between themselves. Interestingly you can use Yahoo as a data middleman between Google and Facebook.

At the same time, more and more purchases are being done online by customers and Internet advertising has grown much above the rate of growth of other mediums of communication.
Internet retail sales have the advantage that better demand predictability can lead to lower inventories as retailers need not stock up displays to look good. An Amazon warehouse need not keep material to simply stock up it shelves like a K-Mart does.

Our Hypothesis – An Analogy with how Financial Data Marketing is managed offline

  1. Financial information regarding spending and saving is much more sensitive yet the presence of credit bureaus alleviates these concerns.
  2. Credit bureaus collect information from all sources, aggregate and anonymize the individual components accordingly.They use SSN as a unique identifier.
  3. The Internet has a unique number too , called the Internet Protocol Address (I.P) 
  4. Should there be a unique identifier like Internet Security Number for the Internet to ensure adequate balance between the need for privacy as well as the need for appropriate targeting? 

After all, no one complains about privacy intrusions if their credit bureau data is aggregated , rolled up, and anonymized and turned into a propensity model for sending them direct mailers.

Advertising using Social Media and Internet

https://www.facebook.com/about/ads/#stories

1. A business creates an ad
Let’s say a gym opens in your neighborhood. The owner creates an ad to get people to come in for a free workout.
2. Facebook gets paid to deliver the ad
The owner sends the ad to Facebook and describes who should see it: people who live nearby and like running.
The right people see the ad
3. Facebook only shows you the ad if you live in town and like to run. That’s how advertisers reach you without knowing who you are.

Adding in credit bureau data and legislative regulation for anonymizing  and handling privacy data can expand the internet selling market, which is much more efficient from a supply chain perspective than the offline display and shop models.

Privacy Regulations on Marketing using Internet data
Should laws on opt out and do not mail, do not call, lists be extended to do not show ads , do not collect information on social media. In the offline world, you can choose to be part of direct marketing or opt out of direct marketing by enrolling yourself in various do not solicit lists. On the internet the only option from advertisements is to use the Adblock plugin if you are Google Chrome or Firefox browser user. Even Facebook gives you many more ads than you need to see.

One reason for so many ads on the Internet is lack of central anonymize data repositories for giving high quality data to these marketing companies.Software that can be used for social media analytics is already available off the shelf.

The growth of the Internet has helped carved out a big industry for Internet web analytics so it is a matter of time before social media analytics becomes a multi billion dollar business as well. What new developments would be unleashed in this brave new world is just a matter of time, and of course of the social media data!

Google Webinar on Web Analytics

Google webinar on web analytics-

recommended for anyone with anything to do with the WWW

From

http://analytics.blogspot.com/2011/11/webinar-reaching-your-goals-with.html

 

Webinar: Reaching Your Goals with Analytics

 

 

Is your website performing as well as it could be? Do you want to get more out of your digital marketing campaigns, including AdWords and other digital media? Do you feel like you have gaps in your current Google Analytics setup?

We’ve heard from many of our users who want to go deeper into their Analytics — with so much data, it can be hard to know where to look first. If you’d like to move beyond standard “pageview” metrics and visitor statistics, then please join us next Thursday:

Webinar: Reaching Your Goals with Analytics
Date: Thursday, December 1
Time: 11am PST / 2pm EST
Sign up here!

During the webinar, we’ll cover:

  • Key questions to ask for richer insights from your data
  • How to define “success” (for websites, visitors, or campaigns)
  • How to set up and use Goals
  • How to set up and use Ecommerce (for websites with a shopping cart)
  • How to link AdWords to your Google Analytics account

Whatever your online business model — shopping, lead-generation, or pure content — these tools will deliver actionable insights into your buying cycle.

This webinar will be led by Joe Larkin, a technical specialist on the Google Analytics team, and it’s designed for intermediate users of Google Analytics. If you’re comfortable with the basics, but you’d like to do more with your data, then we hope you’ll join us next week!