Atom Insight Business Solution Bundles

Transcription

1 Atm Insight Business Slutin Bundles V1.1 Feb 2011

2 CONTENTS Figures... 2 Abstract... 3 Capability stages... 4 Capability levels... 6 Imprving capabilities walking befre yu run... 7 Shrt term targeted slutins... 7 Lng term rute map... 7 Example 1 Best-in-class hindsight priritised... 7 Example 2 Striving fr cmpetance acrss all capabilities... 8 Example 3 Best in class insight... 8 Example 4 Systematic, prgressive imprvement... 9 Engaging ur services FIGURES Figure 1 Data capability curve... 4 Figure 2 Data capability stages... 5 Figure 3 Capability levels... 6 Figure 4 Example 1 rute map... 8 Figure 5 Example 2 rute map... 8 Figure 6 Example 3 rute map... 9 Figure 7 Example 4 rute map Page 2 f 10

3 ABSTRACT Atm Insight prvides analytic and database slutins t glbal clients with 2 cre appraches, Targeted, shrt term slutins: Slving specific issues that have been identified by the client, i.e. imprving marketing prcesses, creating BI (Business Intelligence) prcesses, etc Lng term rute maps: Wrking with the client t audit business capabilities, targeting shrt term issues and creating a rute map t achieve best-in-class capabilities This dcument utlines Atm Insight s apprach t wrking with clients t audit their current capabilities and plan an evlutin thrugh ur capability matrix. Our matrix is cmprised f a 3 x 3 matrix (9 bundles ) f capability stages (page 4) against capability levels (page 6). An audit will identify yur current capability level fr each capability stage and, based n yur business pririties and ambitins, we will plan a rute map wrking twards best-in-class capability at each capability stage. Page 3 f 10

4 CAPABILITY STAGES Atm Insight s capability stages are applicable t all business types; they are a generic set f data capabilities that all business shuld strive fr. Acknwledging the law f diminishing returns (Paret s 80:20 rule), data capabilities (the pwer we have t capture, stre, access, analyse, reprt n, leverage the value frm, etc ) start with the cre fundatin capabilities and increase in cmplexity. Capabilities at the bttm f the curve make a huge difference t the perfrmance f yur business, t the pint that yu wuld be at a cmpetitive disadvantage if yu didn t have them. The further ne mves up the curve the mre effrt is required, but yur business will gain cmpetitive advantage thrugh its data capabilities and resultant increase in efficiency and effectiveness. Figure 1 Data capability curve These capabilities are gruped int Atm Insight s capability stages. Hindsight: At this capability stage data is cllected, rganised and stred, is accessible and detailed BI (business intelligence) is available. Yu are able t knw hw yu are ding, ver time and cut by business dimensins. Capabilities, Data capture Data envirnment Page 4 f 10

5 BI Fresight: At this capability stage yu are able t create business frecasts, manage yur business t slid bjectives and t budgets based n these frecasts. Yu are bale t mdel the utcmes f decisins, the anticipated respnse thrugh marketing channels and return n investment and can evaluate scenaris (what-if analysis). Capabilities, Frecasting Business Mdelling Insight: At this capability stage yur business strategy is driven by data insight, yur market and prduct range is segmented and resurces are ptimised t grw in such a way as t maximise yur lng term prfitability. Capabilities, Segmentatin Optimisatin Figure 2 Data capability stages Fr a mre detailed descriptin f these capabilities, and capability stages, please visit (/slutins/). Page 5 f 10

6 CAPABILITY LEVELS There is n single slutin fr each f the abve capability stages, it will depend n yur business pririties, ambitins and budget. Fr example, slutins fr a data envirnment range between Micrsft Access databases fr small vlumes f data up t enterprise level Teradata data warehuses. Whichever slutin is best fr yu there are sme cre requirements that define yur strength in this capability. These are classified in Atm Insight s 3 capability levels, and apply t each f the abve capability stages. Basic: At this capability level mst f the fundamental systems are in place, but there is a lt f manual prcessing. BI is nt detailed r autmated and a lt f ad-hc analysis is required t answer business questins. Mving yur business int the next capability level will be well within the 80:20 area f the diminishing returns curve (a little investment will make a big difference). Cmpetent: At this capability level the cre prcesses are mstly autmated and efficient, fundamental business requirements are met and there is capacity in yur team t fcus resurce nt mre advanced capabilities. Best-in-class: At this capability level yur business has significant cmpetitive advantage in the strength f its data capabilities. Yur marketing channels are ptimised t maximise return n investment (ROI) acrss the entire marketing mix, yur website ffers prmtins targeted at users behaviur and needs and every persn in yur business has the data they need t manage the business at their fingertips. If a business has n capability whatsever, then it is classified as critical. Figure 3 Capability levels Page 6 f 10

7 IMPROVING CAPABILITIES WALKING BEFORE YOU RUN Once yur current situatin has been mapped nt ur capability matrix, ur jint missin is t imprve yur capabilities and give yur business cmpetitive advantage. Our apprach, and a key reasn fr develping a methdlgy such as this, is t identify clients that want t run befre they can walk. As respnsible cnsultants, fcussed n frging a lng term and prductive relatinship with ur clients, we will push back n clients whse ambitins utstrip their existing capabilities. Fr example, it is nt pssible t deliver best-in-class insight withut at least having cmpetent hindsight. If a business desn t capture r stre its data effectively and desn t have systems in place t access the data fr analysis, any attempts t create a best-in-class segmentatin and business ptimisatin are destined t fail, at great cst t the client. Sme cnsultancies will take yur mney and set ff alng a dmed path, ensuring that they are nt accuntable shuld the prject fail as they g. We wn t. That s a cre part f ur client prmise. What we will d is put a lng term rute map in place t build the fundatins required t achieve yur ambitins. SHORT TERM TARGETED SOLUTIONS Befre mving nt a structured lng term plan fr imprving yur capabilities twards best-in-class, there may be sme immediate issues that need t be addressed. Fr example, yur BI prcesses might be taking t lng t run and fall ver regularly. If this is taking up a significant prprtin f yur data team s available resurces, then we will recmmend sme shrt term tactical prjects t address these issues fr immediate efficiency gains. LONG TERM ROUTE MAP Once all critical shrt term issues have been addressed, we will agree and plan a lng term rute map t systematically imprve yur capability level in each capability stage. The path thrugh the capability matrix will be designed with yur business requirements and budget in mind, with timescales t match. EXAMPLE 1 BEST-IN-CLASS HINDSIGHT PRIORITISED In this example the client has priritised achieving best-in-class hindsight abve all else. They dn t have the budget t becme best-in-class in fresight r insight, but d want t have basic capabilities. They currently have basic hindsight, and n fresight r insight capabilities. Our rute map will take them frm a basic t a best-in-class hindsight capability level, then frm critical t basic capabilities fr fresight and insight. Page 7 f 10

8 Figure 4 Example 1 rute map EXAMPLE 2 STRIVING FOR COMPETANCE ACROSS ALL CAPABILITIES In this example, the client has n ambitin t be best-in-class, but wuld like t be cmpetent acrss the bard. They currently have basic hindsight and fresight, and n insight. Out rute map will take them frm basic t cmpetent in hindsight and fresight, and critical t cmpetent insight. Figure 5 Example 2 rute map EXAMPLE 3 BEST IN CLASS INSIGHT In this example the nly thing the client wants t achieve is best-in-class insight. They currently have basic hindsight and critical fresight and insight. Page 8 f 10

9 In this case the client is trying t run befre they can walk and we wuld push back n their prpsed rute map. Trying t achieve best-in-class insight n a fundatin f basic hindsight and critical fresight is inefficient and has a very high likelihd f failure. In this case we wuld prpse that they imprve their capabilities t cmpetent acrss all capability stages first, then mving nt best-in-class capabilities. Figure 6 Example 3 rute map EXAMPLE 4 SYSTEMATIC, PROGRESSIVE IMPROVEMENT In this example the client wants t build the rute map with prgressive and piecemeal imprvements thrugh the matrix. They want t ensure that at each stage in the prject the capability level at preceding capability stages is strnger than that at the next. S, fr example, they want t have best-in-class hindsight befre wrking twards cmpetent fresight. Each stage is an interim milestne in the prject and the benefits will be measured befre the next stage is cmmitted t. The client currently has basic capabilities acrss the bard. Page 9 f 10

10 Figure 7 Example 4 rute map ENGAGING OUR SERVICES S, assuming yu ve read this far, hpefully yu ll agree that ur apprach is sensible and that we have the integrity as cnsultants t push back and prpse a mre structured develpment rute map t thse clients that want t run befre they can walk. What yu wn t have a flavur f frm this reading material is hw sensible ur pricing is t. Each business has its wn budgets and ambitins, and basic cmpetent and best-in-class will lk different fr each business. Fr example, a small business with lw business vlumes can deliver cmpetent hindsight at a much lwer cst than a much larger business with larger vlumes f data. On that basis, it s impssible t publish a rate card fr these slutin bundles. What we can cmmit t hwever is that we ll prvide pr-bn cnsultancy days in rder t engage with yu, learn abut yu and yur business; yur requirements and ambitins, and wrk with yu t create yur rute map t achieving yur gals. The first stage is t get in cntact with us using any f the details belw, r at /abutus/cntact/ Telephne: Address: 8a Lndn Rad Tunbridge Wells Kent TN1 1DA cntactus@atminsight.cm Page 10 f 10