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
Data Mining Resources and Blog at
http://marktab.net
Ph.D. Industrial Engineering,
Georgia Tech
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 2011 Revenue 2011 Market Share (%) 2010 Revenue 2010 Market Share (%) 2010-2011 Growth (%)
SAP 2,883.50 23.6 2,413.10 23 19.5
Oracle 1,913.50 15.6 1,645.80 15.7 16.3
SAS Institute 1,542.80 12.6 1,386.50 13.2 11.3
IBM 1,477.60 12.1 1,222.00 11.6 20.9
Microsoft 1,059.90 8.7 913.7 8.7 16.0
Other Vendors 3,363.80 27.5 2,931.10 27.9 14.8
Total 12,241.00 100 10,512.20 100 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
Derived from Wikipedia article on Business analytics (retrieved February 2013)
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
Applications
Business Intelligence Business Analytics
Querying Statistical and quantitative analysis
Reporting Exploratory and predictive modeling
OLAP (Online Analytic Processing)
Alerts

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

Source: Beller and Barnett
Business Intelligence
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
Business Analytics
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/Next-

Generation-Business-Analytics-Presentation, February 2013
Commentary by MarkTab
Business Analytics (Beller and Barnett)
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/Ne
xt-Generation-Business-Analytics-
Presentation, February 2013
Business Analytics (MarkTab)
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
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

Who? What will happen if we change x?
How many? What else does the data tell us that
never thought to ask?
again?
What will likely happen if we change
x?
What else does the data tell us that
we never thought to ask?

Retrieved from First produced for the PASS

http://searchbusinessanalytics.techtarget.com/definition/busine Virtual Business Analytics group,
ss-analytics-BA, February 2013 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

Total 12,241.00 100 10,512.20 100 16.4

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/the-

top-10-trends-for-2010-in-analytics-business-intelligence-and-
performance-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-key-
trends-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/top-

advanced-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-marktab-
coursera-fall-2012/

Coursera Udacity edX

2.5 million users
Natural Language Processing
Social Network Analysis
Passion Driven Statistics
400,000 users
Artificial Intelligence for Robotics
Introduction to Artificial
Intelligence
Introduction to Statistics
MIT and Harvard
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-marktab-
coursera-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 Data Mining
Analysis Services Predictive Analytics
Multidimensional Text Mining
Tabular Recommender Systems
Reporting Services
PowerPivot
Power View
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 Analysts need to learn

business leaders more about how
need to learn leadership and
how analytics management affect
informs decisions 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/