Real People, Real Insights SAP runs analytics solutions from SAP

Transcription

1 Real People, Real Insights SAP runs analytics solutions from SAP Nancy Fessatidis Nancy is focused on how all parts of the SAP business can benefit from the use of predictive and advanced analytics. Here she shares the developments that have taken place in marketing and the benefits the organization has gained. Greg Petraetis As the leader of a specialized sales team, Greg explains how his team uses analytics to better understand, evaluate, and engage customers. As a result, the team has increased pipeline coverage, average deal size, and year-on-year total revenue growth. Joachim Mette Data consistency is crucial for delivering the insights a business wants. Joachim describes SAP s information design project and how it is helping executives make better, faster decisions. David Poisson With responsibility for introducing new analytics solutions within SAP, David discusses the need to convince business users of the value of new technologies and the best way to deploy them to win high user acceptance. Carsten Schwarz Responsible for prioritizing the portfolio of analytics projects SAP is undertaking to improve efficiency and streamline operations, Carsten describes the impact analytics solutions are having on financial reporting and decision making. READ NANCY S STORY READ GREG S STORY READ JOACHIM S STORY READ DAVID S STORY READ CARSTEN S STORY

2 Nancy s Story: Improving marketing effectiveness and efficiency by delivering insights for business decision making and customer experience management Analytics is a game changer for us. We have created insights that help us better understand the yield on our range of marketing activities from advertising through events, sponsorship, and campaigns improving marketing s effectiveness and identifying optimal ways of placing our marketing investments. Nancy Fessatidis, Head of Big Data Analytics, Business & IT, Enterprise Analytics, SAP 2 /36

3 Nancy s Story: Introduction As head of Big Data Analytics, Nancy Fessatidis is now working with all areas of SAP s business to help people use predictive and advanced analytics to improve how they perform. Prior to this, Nancy led Marketing Operations whose Insight-Driven Marketing program has won several awards for SAP. In this section Nancy describes how analytics has brought intelligence to marketing, from campaigns through digital channels to marketing mix optimization, and helped SAP significantly improve marketing effectiveness. Use the navigation bar at the top to discover the solutions Nancy has implemented and their benefits to marketing. Awards won 2008: SAP Marketing Best Practice Award for Propensity Modeling 2009: SAP Marketing Best Practice Award for a Product Recommendation Engine 2010: SAP Marketing Best Practice Award for a Global Nurture Program (joint submission with Digital Marketing team) 2012: SAP Marketing Best Practice Award for Marketing Mix Optimization 2015: Finalist Association of National Advertisers (ANA) Genius Award, Insight-Driven Strategy category Insight-Driven Events 3 /36

4 Nancy s Story: Predicting customer actions Predicting customer actions Understanding the customer Automating nurturing Insight-driven events Like most marketing departments, SAP s team had masses of data about customers. What was needed was a systematic way of integrating, analyzing, and translating this data into insights that led to action and ultimately improved business outcomes. Nancy s team helped in a number of key areas. Propensity-to-buy models Over a five-year period Nancy s team built over 100 propensity models. These models analyze close to 1,000 attributes such as company demographics, interactions with SAP, content downloaded from SAP.com, and purchase history. Marketing uses these models to determine which customers are most interested in a particular solution and where they are in the buying cycle. As a result, campaigns can be optimized and targeted more effectively. Product recommendation engine Other tools and models take a different approach. For example, the product recommendation engine looks at what solutions customers already have and, based on the purchase history of similar customers, predicts what additional products are relevant. This is useful in cross-selling and up-selling efforts. Our predictive models help ensure that SAP customers receive offers and messages that are relevant. This in turn reduces waste and provides a better return on our marketing investments. 2x improvement in lead to opportunity conversion rate when analytics are applied to marketing campaigns 1 1 Source: SAP Performance Benchmarking 4 /36

5 Predicting customer actions Understanding the customer Automating nurturing Insight-driven events Nancy s Story: Understanding the customer Gaining a better understanding of customer behavior is the first step to delivering more personal and relevant customer experience. Voice of the Customer The Voice of the Customer project is focused on understanding customer sentiment about SAP s products and services. By listening to the conversations happening on social media Twitter, Blogs, Facebook, LinkedIn, and so on marketing can gain valuable insights. For example, by listening to conversations before, during, and after SAP s flagship SAPPHIRE NOW conference, marketing was able to identify which products, solutions, content areas, and topics were being talked about the most, giving them valuable insights into perceived product positioning, functionality gaps, and more. Digital sales Digital sales is a relatively new business for SAP, so there is not a lot of history about buyers who transact online and their behavior. Starting with a single SAP product, Nancy s team put in place a program to begin understanding the profile and attributes of digital buyers. The results are being used to drive more targeted lead generation campaigns. As the business grows and SAP gains more experience with this channel, Nancy hopes to evolve this into a more sophisticated predictive model. There s a myth that you can t get started without a perfect data set. The truth is that you can create trends with very little data. Quick, directional insights are always better than no insights at all. You can always improve as the product or data quality matures. 5 /36

6 Predicting customer actions Understanding the customer Automating nurturing Insight-driven events Nancy s Story: Automating nurturing One of the key successes of Nancy s team is enabling an always-on lead nurturing capability with a statistically based lead-scoring engine. Simply put, the engine analyzes the digital body language of customers and consists of two components a validity score, which measures recency and validity of the contact, and an involvement score, which measures engagement. The resulting engine recommends the best content and channels to encourage them to continue their journey. In some cases the action advised may be immediate follow-up by a sales agent. In others it may be providing more information about the products they are interested in a nurturing tactic designed to keep prospects engaged until they are ready to buy. To develop the engine, Nancy s team didn t just work with IT but also worked with SAP s product development team to embed it into the SAP hybris Marketing solution, which we now sell to customers. This is just one of several areas of co-innovation that Nancy s involved in. The benefits of having such an engine embedded in a business process are many: The engine is based on multisource data that provides many different insights into customers. and their activities beyond the scores. Customers can be scored in real time, resulting in faster response and action. Automated nurturing represents a shift from oneoff campaigns to long-term, sustainable customer relationships, resulting in increased pipeline, shorter sales cycles, and higher close rates. Ultimately, the engine results in a better experience for customers and better business outcomes for SAP. Close collaboration with IT and business functions to embed analytical outcomes into business processes is an absolutely fundamental requirement for success. 6 /36

7 Predicting customer actions Understanding the customer Automating nurturing Insight-driven events Nancy s Story: Insight-driven events Events form a big part of SAP s marketing mix, and Nancy s team has been instrumental in providing insights that lead to action and deliver outcomes against three goals: 1) Delivering an exceptional customer experience 2) Driving awareness and consideration of SAP solutions 3) Optimizing return on investment The team applies a range of analytics approaches across the entire event experience including propensity models, marketing mix optimization, behavioral fingerprinting, the Customer Advisory Board, and social media sentiment analysis. These powerful tools delivered attendee insights across the event lifecycle before, during, and after the event and have led to numerous strategic decisions including new event floor design, morefocused content strategy, a brand new event format, and a more profitable event portfolio. Results from SAPPHIRE NOW 2 19% increase in pipeline value 47% increase in scheduled meetings with customers 9% increase on average in the perception of SAP as a leader in analytics, Big Data, cloud computing, in-memory computing, and mobile 75% increase in the likelihood of attendees to recommend SAP to a colleague Attendees needs better met by changing the event floor layout Improved event format created based on the most productive event segments We re constantly pushing the envelope to find new ways to better understand the buyer s journey in order to deliver an amazing event experience, and the results really speak for themselves. 2 Source: SAP Performance Benchmarking 7 /36

8 Nancy s Story: Don t wait for the data to be perfect. Directional trends are better than flying blind. You can improve over time. Build a team with the right mix of statistical, analytical, development, communication, and business skills. Keep it simple. If you can t explain it or the impact it will generate, it won t get used. Adopt an end-to-end insight management mind-set. Make sure you have a plan to communicate, deliver training for, use, and reuse the analytical assets. Embed analytics into key applications and processes and automate their usage. Measure results to inspire adoption use test and control groups and before-and-after benchmarks to assess business impact. Six analytics tips in six words or less (From members of Nancy s team) Small data can also be big Know the question you want answered Simple analytics trump complex analytics Use visualization to tell the story Translate information into actionable insights Hear what customers are saying 8 /36

9 Greg s Story: Building a better sales force with powerful predictive analytics and flexible self-service visualization and discovery capabilities Having gone through this process, I ve seen the power of analytics and the type of insights it has delivered for my business. It s had a material impact on our go-to-market strategy and how we operate as a sales culture. As a result, we now have a more focused, thoughtful, and productive sales organization. Greg Petraetis, Head of Analytics, SAP North America 9 /36

10 Greg s Story: Introduction Greg Petraetis leads a specialized sales team that works closely with the line-of-business and market unit teams to drive SAP s leadership position in analytics. He also oversees the development and execution of the go-to-market strategy. Many companies that his teams work with are challenged with understanding how analytics can help advance their business objectives and improve tactical and strategic decision making. The SAP analytics team was no exception. It had the information it needed but it was trapped in 24 disparate systems, which made it difficult to analyze. Greg knew his team needed to become more sophisticated in the analysis and application of its customer data; extend the value of existing apps and business processes with analytics; and identify new areas of innovation. He had a theory that with better intelligence about the needs of SAP s customers, he could more accurately identify and target buyers. This could shorten sales cycles, increase pipeline, increase revenue, and grow SAP s market share in analytics. In 2015 the SAP analytics leadership team decided to model its territories, account lists, contribution models, sales quotas, support resources, subject matter expertise, sales content, and engagement plans on data driven insights, not just historical precedence. One outcome of this exercise was a prioritized account list that showed the latent software needs of both existing customers and net new prospects. Use the navigation bar at the top to explore the things that keep Greg busy. We knew who our existing customers were, but what we really needed to know was who the prospective buyers of our current and new technology solutions were most likely to be. 10 /36

11 Predicting propensity to buy Greg s Story: Predicting propensity to buy Delivering analytics to the field A comprehensive customer view Superior sales performance To begin the project, the team identified the desired business outcome. Greg wanted to give his team a laser-focused target list to help improve sales efficiency. SAP data scientists had built similar target lists for inside sales teams in the past, but they were not intended for use in the field. Developing new models is no easy task. It takes a lot of time and deep knowledge of various open-source software applications and statistical packages. To deliver solutions to the direct sales teams, SAP had to be able to build these models faster. SAP Predictive Analytics software was the answer. From weeks to days Using the software, models can be created in a single day as opposed to 2 weeks. 3 The team was able to deliver 220 different solution models, 14 that are specific to analytics. One of the new models focused on the propensity of prospects to buy business intelligence software and helped identify analytics software targets by calculating the similarity of the prospect to customers using existing business intelligence solutions from SAP. Beyond its known attributes, SAP Predictive Analytics has an automated analysis feature that helps elevate the influence of new attributes such as marketing event attendance and white paper downloads that data scientists had not previously considered. The final model analyzes the impact of more than 1,000 different attributes in a customer s adoption of SAP solutions. Without the benefit of insights from the buyer propensity model, we might have invested in go-tomarket pursuits that would have delivered subpar returns. 3 Source: SAP Performance Benchmarking 11 /36

12 Predicting propensity to buy Greg s Story: Delivering analytics to the field Delivering analytics to the field A comprehensive customer view Superior sales performance When the analytical part of the solution was complete, attention turned to putting the data into the hands of business users. This had been a significant challenge in the past, when the model output was shared as a massive spreadsheet with thousands of rows and hundreds of columns. The propensity scores, while accurate, weren t easy for business users to interpret. If data isn t easy to understand, it won t be used. So Greg tasked his business development directors with making the propensity models accessible for the sales team. The vehicle they chose to use was SAP Lumira software. Easy data selection SAP Lumira is an agile data discovery tool designed to expedite data preparation, visualization creation, and insight sharing. With this software, salespeople can easily select their accounts, see high-priority targets, and get a summary of the customer s current business intelligence usage. Anytime, anywhere access Because SAP Lumira reports are deployed on the cloud and supported by the SAP HANA platform, they are accessible from a laptop, tablet, or mobile phone. The adoption rate for the SAP Lumira report by the analytics team was 100%, making it the most widely used propensity model to date. The entire project itself took just 3 weeks and 70% of that time was spent in data collection. 4 We had great information in our propensity models but it wasn t easy to share or understand. Using SAP Lumira helped us reach people who never had access to analytics before. 4 Source: SAP Performance Benchmarking 12 /36

13 Predicting propensity to buy Greg s Story: A comprehensive customer view Delivering analytics to the field A comprehensive customer view Superior sales performance With SAP software, sales professionals and field support teams can have more substantial conversations with customers because teams have a better understanding of their environment. The information in the reports is also used in every account strategy meeting to help identify opportunities for business development. Since we base our discussions on customers specific situations and needs, they appreciate the fact that we re more informed. >Increased Pipeline Coverage Qualified pipeline coverage has increased greater than 3x over a period of 6 months. 5 5 Source: SAP Performance Benchmarking 13 /36

14 Predicting propensity to buy Greg s Story: Superior sales performance Delivering analytics to the field A comprehensive customer view Superior sales performance By using information that helps the SAP analytics team focus on the right customers and their needs, the team has dramatically improved prospecting accuracy, business development focus, campaign management, and sales efficiency. In just 6 months this specific team achieved: 6 A direct increase in sales and revenue An increase in qualified pipeline coverage greater than 3x A 20% increase in average deal size More salespeople meeting or exceeding quota In fact, this initiative has been so successful that it has not only been adopted by other SAP sales regions, it is also generating major interest with customers and swelling the pipeline even more. The software has helped us become more thoughtful about how we invest time, energy, and resources in support of our customer engagement model. 6 Source: SAP Performance Benchmarking 14 /36

15 Greg s Story: Don t worry if initial data isn t totally accurate. As long as it is directionally correct, it will stimulate the right discussions. Data quality will improve naturally with use, feedback, updating, and iterative cleansing. Drive excitement and adoption by making the software simple and engaging for the field, with easy-to-understand, interactive visualizations. Integrate predictive analytics into the visualization and discovery process on a self-service basis so new insights are intuitively delivered as the underlying data and attributes change. This will keep the insights from the software relevant. 4 5 Use iterative techniques to design and deliver a working app quickly and adapt it based on user feedback. Partner with IT throughout this process so users receive the desired self-service and flexibility while leveraging the business intelligence platform to maintain data governance, security, and control. 15 /36

16 Joachim s Story: Improving accuracy and interpretation Combining technologies like analytics, the SAP HANA platform, and mobile technology with the latest thinking about information design is enabling us to make reporting faster, more accurate, and easier to assimilate. This has led to an improved understanding of the business and better decision making. Joachim Mette, Director, Business & IT, Strategic Initiatives, SAP 16 /36

17 Joachim s Story: Introduction From a background in data warehousing and controlling, Joachim now focuses on the benefits accounting can gain from the SAP HANA platform, analytics software, and mobile apps. He gives examples here of how SAP is combining these technologies to deliver greater insights into the business. He also explores an often-overlooked aspect of analytics and reporting the importance of consistency in the way data is presented. Use the navigation bar at the top to explore what has been keeping Joachim busy. Instant reports Financial forecasts are now produced almost instantaneously instead of taking six to eight hours 7 7 Source: SAP Performance Benchmarking Before the completion of our information design project, recipients often spent more time trying to understand what the reports were trying to tell them than analyzing and interpreting the results. 17 /36

18 Joachim s Story: Streamlining forecast reporting Streamlining forecast reporting Improved reporting accuracy Self-service business intelligence Every business unit in SAP, from a development unit to the board, is embroiled in financial forecasting 11 times a year. Previously, the forecasting process involved a lot of reports produced in various formats and a multitude of local standards. So, it was very difficult for recipients to understand the data and what the reports were telling them. Before Multiple reporting standards and procedures Different layouts, terminology, and naming Mixed and inconsistent notations Varying information density Difficulty comparing information between reports Today One common reporting standard Consistent layouts, terminology, and naming across reports, dashboards, and graphs Consistently defined notations, including abbreviations, color schemes, and layouts Standardized information density Use of industry standards as basis for information design The controller now has a whole day to analyze the reports and write comments that provide an explanation of the data for the recipient. Next page 18 /36

19 Streamlining forecast reporting Improved reporting accuracy Self-service business intelligence Joachim s Story: Streamlining forecast reporting (cont d) Information design is making it easier to recognize information faster by using visual standards for actuals, budget, and forecast data, for example. After defining new notation guidelines, SAP was able to standardize and simplify the vast quantity of different reports it produced. There are notation standards in many other areas, like sheet music or geographical maps, with presentation standardized and accepted worldwide. The same concept can be applied to business information to optimize and accelerate the delivery of actionable business intelligence and analytics. The result would be higher engagement and alignment across the entire organization, and faster, smarter decision making. Reports are produced automatically in a standardized format using SAP Crystal Reports software. Time to generate them is down to a couple of minutes, giving controllers time to add comments to the reports, something extremely valuable for the recipients. Users can pick and choose the reports they need, for example, reports on headcount or reports on profit and loss. It is now easier for recipients to consume information, which leads to better decision making Back to first page 19 /36

20 Joachim s Story: Improved reporting accuracy Streamlining forecast reporting Improved reporting accuracy Self-service business intelligence SAP reports its financial results at constant currency in order to provide a clearer picture of the company s growth. Moving from reporting on local currencies at an aggregated level to using live source data in SAP Business Warehouse powered by SAP HANA has delivered greater speed and accuracy. Before Three currencies were used for evaluation transaction currency, local currency, and group currency. Currency information was aggregated in a business warehouse before reporting, so no detailed data was available for analysis. Today The transaction currency is converted directly to the group currency. Despite data volume increasing by a factor of 15 20, with SAP HANA the information can be analyzed in real time without adversely impacting system performance for users. Reporting and analysis are more accurate. SAP HANA has allowed us to work at a much lower level of granularity by day, by document number which is delivering greater accuracy. 20 /36

21 Joachim s Story: Self-service business intelligence Streamlining forecast reporting Improved reporting accuracy Self-service business intelligence It s a challenge for IT departments to react quickly to business users analysis needs. Also, users want to be able to create their own data mashups. Using SAP NetWeaver BW Workspace, SAP has been able to combine data from architected and departmental data marts. Before Mashups of data happened outside of the data warehouse in local data marts. Today Local data is uploaded in workspaces and linked to central data models. New records in the data warehouse are automatically joined to the uploaded local data there is no time delay. No lengthy IT projects are needed, with business users empowered to create their own reports. With workspaces, our business users are able to merge information from the central data warehouse with local data in a very controlled and governed manner. 21 /36

22 Joachim s Story: Realize that business users don t care about technology, and talk to them about the issues they want to resolve. Decide which information is important to have in real time, and remember that every industry has its own set of KPIs that are vital. Think carefully about how to present data to make it easy for recipients to interpret. 4 5 Don t forget that very basic things are important, like column sequences and standard use of colors. Let the SAP HANA platform help you use transactional data to achieve greater accuracy in financial reporting, and stop using aggregated information. 22 /36

23 David s Story: Transforming BI strategy The SAP HANA platform is the starting point for our transformation strategy. It offers access to massive amounts of data to create dashboards and reports through a very simplified architecture. We are bringing analytics directly into our SAP software, which delivers very high performance that allows us to slice and dice millions of records and create more accurate and informed insights for our users. David Poisson, BI Director, Business & IT, Enterprise Analytics, SAP 23 /36

24 David s Story: Introduction Business and Information Technology is an internal IT organization focused on next-generation technologies and business challenges. It is charged with bringing IT closer to the lines of business, tightening collaboration with internal customers, and delivering solutions based on SAP technologies. Delivering business intelligence globally David is in charge of delivering business intelligence (BI) solutions globally for the controlling and HR functions as well as providing business planning solutions for all lines of business. That mandate has David leveraging the deployment of the SAP HANA platform to deliver real-time predictive and operational analytics solutions. Use the navigation bar at the top to explore what has been keeping David busy. 6 Person-weeks saved every quarter by using SAP Data Services software 8 8 Source: SAP Performance Benchmarking There are great expectations about how running predictive analytics on SAP software will generate additional business value. We are working on using SAP Business Suite powered by SAP HANA and SAP Lumira software, which will allow us to deliver more and more capabilities to our users. 24 /36

25 David s Story: Keeping the architecture simple Keeping the architecture simple Managing data with an agile touch Forecasting headcount smarter With the SAP HANA platform, SAP has been able to do away with time-consuming and labor-intensive data extractions. Instead, it now runs analytics directly in SAP business software. Not only does this hugely simplify the architecture, it also adds greater value to the business as well, as these examples show. The sales pipeline The sales pipeline is now delivered directly from the SAP Customer Relationship Management application in real time. Senior executives can quickly analyze and visualize data using SAP Lumira software. The data is also available in an ipad app. Feedback from SAP sales personnel and leadership has been very good, while the take-up by previously reluctant executives has been universal. Besides showing quick adoption, they have provided suggestions on how to enhance the solutions to make them even simpler. Operational reporting Instead of having to extract data and populate a data warehouse for strategic reports like accounts receivables and purchase orders, reports are now run directly from the SAP ERP application. This simplified approach saves time and effort and helps to keep data quality and consistency high. Executives visiting customers feel confident demonstrating the sales pipeline app using real-time data on their ipad. 25 /36

26 David s Story: Managing data with an agile touch Keeping the architecture simple Managing data with an agile touch Forecasting headcount smarter SAP Data Services software has always been a key tool in the IT strategy at SAP. It greatly simplifies the process of transferring data from a source to a target system. It allows processes like data cleansing, filtering, and transformation to be automated, even when there are no data matches and complex rules are required. One example of its value is in recruitment reporting. The recruitment system SAP uses is on an extranet. Employing SAP Data Services software, the data is brought in-house and combined with other information to answer questions like who is recruiting and how long positions have been open. Sustainability a key topic for SAP is another good example of how SAP Data Services provides value. The software is used to bring disparate data from around the world it might be facilities management information or employee commuting data together in one location. An overall dashboard then showcases relevant key performance indicators (KPIs) culled from that body of data. We can really quickly create solutions and automate them, giving us an agility that we wouldn t have otherwise. 26 /36

27 David s Story: Forecasting headcount smarter Keeping the architecture simple Managing data with an agile touch Forecasting headcount smarter Predictive analytics provides meaningful insight to support a wide range of future planning. SAP currently uses the SAP InfiniteInsight solution in the area of finance for headcount and internal costs. SAP s workforce is critical to its success. Naturally, regularly reviewing the quality and quantity of employees it will need in the future is a key activity. With SAP InfiniteInsight, the company can construct a whole range of scenarios based on key criteria, such as employee age groups, HR data, and salaries. This gives managers a clear idea of how headcount needs will evolve, allowing them to put in place the plans that will make sure SAP has the workforce it needs not only now, but in the future. Forecasting is a key activity in our organization, and we need to have the elements in place that enable us to judge how situations will evolve. 27 /36

28 David s Story: Understand users challenges and issues and develop solutions that solve business problems innovation for innovation s sake won t work. Identify key influencers and start communicating with them early on. Improve adoption and buy-in of mobile technology by creating apps quickly for key influencers. Use agile methodologies to deliver quality solutions quickly to gain enthusiastic user adoption. Think carefully about the data layer and where to place it before developing analytics solutions Consider the high user adoption of SAP BusinessObjects Design Studio, despite the fact that it is more technical than the highly popular SAP Lumira software that users value for its excellent interactive analysis and visualization features. Pilot tools people will use as early as possible. Consider the opportunities you have for simplifying planning and forecasting using the SAP Business Planning and Consolidation application. Delivering quality functionality in collaboration with business users on a step-by-step basis helps them feel part of the process and improves buy-in. 28 /36

29 Carsten s Story: Accelerating decision making with real-time analytics and reporting With real-time analytics and reporting we are enabling senior executives and professionals to focus their time and energy on understanding information, drawing conclusions, and acting on it rather than bringing the data together in the first place. Carsten Schwarz, Chief Operations Officer, Business s & IT, Enterprise Analytics, SAP 29 /36

30 Carsten s Story: Introduction Carsten is member of the leadership team of Enterprise Analytics, a central unit within SAP which closely collaborates with all lines of business to define and create analytical scenarios and solutions that provide easy access to analytical insights and lay the foundation for steering excellence at SAP. These analytical scenarios showcase SAP s latest innovations with real-life use cases, while at the same time helping SAP to improve efficiency and streamline business operations. The key objective is to provide analytical insights in a user-friendly way while freeing up business users time, leveraging the latest innovations, and providing valuable feedback into analytics product development. Here Carsten describes some of the projects that have been undertaken and how they are accelerating and improving access to analytical insights as well as decision making across the business. We ve come a long way from our heritage. With the scalable dashboards we have today we can just as easily display information on an ipad or an iphone as we can on a desktop. It makes it much easier for executives across SAP to monitor their business and take appropriate actions. Use the navigation bar at the top to read about what Carsten and his colleagues within Enterprise Analytics have been doing. 30 /36

31 Carsten s Story: Enterprise Analytics Store Enterprise Analytics Store Management Journal Smart Business Executive Edition The Boardroom Redefined Establishing a one-stop-shop for analytical assets and measures Consistent and accurate reporting is essential to provide managers and executives with the information they need to manage their businesses. Today SAP uses the Enterprise Analytics Store, a global reporting and KPI repository for users across the company, to find and access reports and learn about the key measures displayed. Before No central go-to place for reporting No vision of the reports available across the company Multiple stakeholders engaged in producing new reports in various parts of the business No common standards in technology, data usage, and report design Inconsistent KPI definitions and calculation semantics Differing results that caused confusion Today A single go-to platform providing access to all reports available across the company Easy-to-use search function to identify relevant available reports, including preview facilities to help users decide which reports will give them the information they need Easy access to the relevant measure definitions coming from either a specific business question or a concrete report Full confidence in the information provided With the Enterprise Analytics Store users can easily find and explore the reports they need to manage their business, knowing that the underlying data is complete and accurate. 31 /36

32 Carsten s Story: Management Journal Enterprise Analytics Store Management Journal Smart Business Executive Edition The Boardroom Redefined Driving the standardization and automation of reporting Controllers used to spend significant time manually generating reporting views for senior management using data out of business warehouse power-user reports. The management journal provides a library of predefined reporting pages based on information design standards, as well as functionality for adding comments and space to capture management summaries. Before Data downloaded out of business warehouse reports Manual generation of management reporting views Usage of office tools to bring together formatted reporting views and visualizations with comments and executive summaries Majority of time spent compiling management reports instead of analyzing them Nonstandardized reporting views across business units Today Interactive environment with a library of predefined reporting pages Compilation of management journals on the fly via selection of required pages Reporting pages directly fed with updated data Combination of visualization and information design standards with text fields for commenting and summaries Majority of time spent analyzing reports, commenting, and drawing conclusions User focus shifted from producing reports to telling the story behind them The effort of generating a management reporting journal has been cut by a factor of five, allowing controllers to reinvest the time previously used to compile reports into in-depth analysis of the results and active partnering with the business to maximize performance. 32 /36

33 Carsten s Story: SAP Smart Business, Executive Edition Enterprise Analytics Store Management Journal Smart Business Executive Edition The Boardroom Redefined Making analytics configurable and scalable across any device Senior managers are busy people with busy schedules and always on the move. So they need to be provided with information that is easy to digest wherever they are, whenever they need it. Working together, the analytics development team and Enterprise Analytics codeveloped a new dashboard tool set, the SAP Smart Business cockpit, executive edition. Before Classic dashboards or reports having to be requested from IT Views reasonably easy to read on a laptop or desktop but more difficult or not enabled at all on mobile devices Information usually provided in pdf format for use on mobile devices Data that was static from the date of document creation and aged fast Today Business users are able to configure their own dashboards and analytical scenarios on the fly with easy compose-and-configure tools KPIs provided through interactive dashboards Information presented using tile-based visualizations Solution that scales depending on the device used for viewing; for example, a laptop may show twelve tiles per screen while a mobile device only shows three or four Same real-time data access enabled for any device SAP Smart Business, executive edition, which we codeveloped with the SAP analytics team, has received very positive feedback from our leadership community as well as external customers. 33 /36

34 Carsten s Story: The Boardroom Redefined Enterprise Analytics Store Management Journal Smart Business Executive Edition The Boardroom Redefined Enabling innovative, real-time analytics-based decision making With business conditions changing rapidly, senior executives need to be able to make decisions about the direction of the business and take advantage of new opportunities quickly. SAP s innovation showcase Boardroom Redefined is giving executives the insights they need in real time to make better decisions. Before Information on board agenda items provided as static preread documents, lacking further exploration or drill-down possibilities Ad hoc questions coming up in steering discussions that had to be referred to experts for analysis and the preparation of decision options Decisions on these items delayed to subsequent meetings Today Board members given live access to all financial and operational data across the company User interface via touch-enabled, three-screen environment Questions and queries addressed using predefined exploration scenarios and instant drill downs Simulations run in real time on live data to help predict the outcomes of various strategies and decision options on the fly Decision-making process that can be shortened significantly Board members now have the ability to explore ideas, help predict the outcomes of various actions, draw conclusions, and decide how the company should move forward in real time. 34 /36

35 Carsten s Story: 1 2 Try to think ahead about how you can deliver the maximum impact for the business. Constructively challenge stated user requirements to understand the context of the request, explore best options together with the requester, and provide the best solution possible for the overall use case at hand Bring business and IT together to explore both the background of the requirement and available solution options, including innovations the business may not be aware of. Make the solution attractive and easy to use. Be consistent in the design standards of reports so users find them easy to understand. Producing great analytics and reports is a mixture of being curious and developing your own understanding about what the business needs. 35 /36

36 Nancy s story Greg s story David s story Carsten s story Joachim s story Contact Us Get in touch To find out more about analytics solutions from SAP, please get in touch. Here s how: Visit global.sap.com Contact SAP online Keep in touch with us: SAP blogs: Analytics, The Decision Factor Facebook: Analytics from SAP 36 /36

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