Business analytics from basics to value

1. This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other
authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,
distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.
João Tapadinhas
Research Director
Business Intelligence and Analytics
Business Analytics:
From Basics to Value

2. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
"Which of the following technology-enabled capabilities will be
an important area of investment to improve your business over
the next five years?"
71%
56%
48%
45%
42%
41%
38%
37%
36%
34%
32%
31%
26%
26%
22%
20%
Business analytics
Enhanced business reporting
Customer experience management (CEM)
E-commerce
Enterprise mobility
Cloud business
Social organization/Mass collaboration
Business process outsourcing
Product cost analytics
Supply chain optimization and traceability
Data science management
M-commerce
Sustainability
Location intelligence
Electronic service enablement
(Dynamic) business process management
N = 152 CEOs/Sr.
Business Executives
CEO Top Technology Investment Areas

3. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Key Issues
• Quais as oportunidades para melhorar o
desempenho dos negócios?
• Como desenvolver uma estratégia de sucesso
no Business Intelligence e Analytics?
• Como fazer a sua implementação e garantir
impacto real no negócio?

4. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Reports and Dashboards… a static view of
the business
Source: IBM Cognos, Microstrategy

5. Decision Support
The Many Dimensions of
Business Analytics are Changing
Internal
External
Real-Time
Batch
Decision Automation
Business Centric
Unstructured
Structured
IT-Centric
Pre-defined,
Tabular,
Desktop
On-Premises
Cloud
Tool
Capabilities
Info Types
(Variety)
OrganizationDeployment
Options
Audience
Latency Decision-making
Responsibilities
Analytic
Capabilities
Exploration,
Visualization,
Mobile
Descriptive, Diagnostic,
Predictive, Prescriptive

6. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Human Input
Data Decision
Predictive
What will happen?
Diagnostic
Why did it happen?
Descriptive
What happened?
Prescriptive
What should I do?
Analytics
Action
Decision Automation
Decision
Support
The Analytics Continuum
Feedback

7. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in
any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on
gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness
or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research
organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a
discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its
shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these
firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information
on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."
Opportunity: Data Discovery

8. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Better Idea
"I know what I want, but
it needs to be different
from my competitors."
Systems of
differentiation
Systems of
innovation
Closing the Process Gap
Levels of integration between people, processes, and platforms
Analytical
agility
High Low
Systems
of record
Dynamic/
Ad hoc
Configurable/
Autonomous
Structured/
Repeatable
Reports
Dashboards
Data
Mining
Advanced
Analytics
E=mc2
Data
Discovery
New Idea
"I don't know
exactly what I
want. I need
to experiment."
Common Idea
"I know what I
want and it
doesn't have
to be unique."

9. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Closing the Information and People Gap
Data
Discovery
Information
Analyst
Information
Consumer
Enabled by Users
Able to Synthetize Able to Analyze
Text
Transactional
DataSocial
IT/OTDocuments
Able to Tap Into New Data Sources

10. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
• Visually compelling user
experience.
• Interactive interface for
information exploration.
• Easy to use.
 The dominant data discovery
type in the market.
Data Discovery Styles — Established
Interactive
Visualization
Data
Discovery
IBM

11. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Smart Data Flow
SearchInteractive
Visualization
Data Discovery Styles — The Future
Potential
Blending of
Data Discovery
Styles
Data
Discovery

12. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Evolve IT's Role in BI
From Gatekeeper Traffic Controllerto

13. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Systems of
innovation
Systems
of record
Systems of
differentiation
Put in Place a Tiered Promotion Framework,
but Don't Inhibit Exploration and Use
Levels of integration between people, processes, and platforms
Analytical
agility
High Low
Dynamic/
Ad hoc
Configurable/
Autonomous
Structured/
Repeatable
Data
Discovery

14. This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other
authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,
distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.
Opportunity: Big Data

15. The different flavors of information
Internal
UnstructuredStructured
External
High Velocity
Enterprise
"Dark Data"
Web logs
Email
Contracts
Reports
Social Media
Data
Facebook,
LinkedIn
Twitter, Tumblr
Communities,
Blogs
Commercial
Data
Credit Bureaus
Business
Information
Mobile Payments
Market Research
Operational
Data
Transactions
Monitoring
Sensor
Meter’s, RFID,
GPS
Census
Weather
Geoinformation
Open Data
Public
Data

16. BIG DATA
The different flavors of information
Internal
UnstructuredStructured
External
High Velocity
Operational
Data
Transactions
Monitoring
Sensor
Meter’s, RFID,
GPS
Enterprise
"Dark Data"
Email
Contracts
Reports
Social Media
Data
Facebook,
LinkedIn
Twitter, Tumblr
Communities,
Blogs
Commercial
Data
Credit Bureaus
Business
Information
Mobile Payments
Market Research
Census
Weather
Geoinformation
Open Data
Public
Data
VOLUME
VARIETY
VELOCITY
Business as
Usual

17. Typical enhancements in Information
Management
InternalExternal
UnstructuredStructured
Traditional Enterprise
Data Warehouse
In-memory
databases
Complex event
processing
Columnar
DBMSs
DBMS advances in
loading, indexing and
parallelism
Data warehouse
appliances
Grid
computing
Usage-driven
tiered storage
Distributed file
systems
NoSQL
databases
Search
Enterprise content
management
Map-reduce
processing
Cloud-based data
and processing
Open Data
Non exhaustive
representation.
(e.g. Data Warehouse
appliances can be used with
unstructured information)

18. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in
any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on
gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness
or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research
organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a
discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its
shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these
firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information
on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."
Opportunity: Cloud

19. Cloud Computing
Gartner defines cloud computing as “a style of computing where scalable and
elastic IT-related capabilities are provided „as a service‟ to customers using
Internet technologies.”
Software as a
Service (SaaS)
Platform as a
Service (PaaS)
Infrastructure as
a Service (IaaS)
Traditional on-premises BI deployment
Business
Solution
IT Resource
Analytics as a
Service (AaaS)

20. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Plenty of Reasons for Cloud Adoption
Core Cloud Benefits
Expanding Range of Solutions
Reduced set of
skills required
Operational
cost and TCO
Fast
deployment
Easier integration
with… Cloud
On-demand
scalability
Proven Use Cases
Mobile
Access
Sales and
MarketingCustomer
Facing BI
Big
Data
Vertical
Solutions
(Saas)
Business-driven
deployments
Customer
Facing BI
Analytic
Sandboxes
Development
and Test
A Myriad of Data Sources
Your Suppliers
and Customers
A lot of Solutions

21. This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other
authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,
distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.
Opportunity: Mobile BI

22. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Who
Allow deployments to
more roles, including
non-tech-savvy users.
WhereAllow the use of
business information
on more locations.
What
Optimize more
business processes
and in different ways.
Business
Analytics
When
Increase the
frequency of use of
business information.
Expand Business Analytics' Boundaries

23. The Vendor Landscape …
Complex and Growing
… and many others!

24. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Examples of Successful Use Cases
Sales Teams Customer-facing BI
Healthcare Retail
Source: MicroStrategy/Novation

25. This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other
authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied,
distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.
© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.
Opportunity: many more
capabilities available …

26. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Location Analytics

27. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Predictive Analytics or
Minority Report

28. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Real Time

29. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Decision Optimization and Automation…

30. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Smart Machines Are Reporting for Duty
in Manufacturing …

31. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
In Transportation and Product
Distribution …
Kiva robotics
deployed at 3PL
provider think
logistics' warehouse
Self-driving cars from
Audi and Google
Navy drone can
land itself

32. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in
any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on
gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness
or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research
organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a
discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its
shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these
firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information
on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."
Opportunity: BI Organization

33. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Why Have a Center of Competence or
Excellence?
• Avoid fragmentation and redundancy
• Exploit synergies
• Drive efficiencies and better funding
• Evaluate tools and service providers
• Pool resources
• Knowledge sharing and user enablement
• Drive innovation
"We are what we repeatedly do. Excellence, then, is not
an act, but a habit." ― Aristotle

34. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
AA/DS = Advanced analytics/data science; LOB = Line of business
LOB
LOB
AA/DSLOB
AA/DS
IT
LOB
LOB
AA/DSLOB
AA/DS
ITAA/DS
1. Analytics in the
Business Unit
LOBLOB LOB
ITAA/DS
2. Analytics in the
IT Department
LOB
AA/DS
LOB LOB
IT
3. Analytics in a
Separate Department
4. Analytics in the LOBs
and the IT Department
ITAA/DS
AA/DS
LOB
AA/DS
LOB
AA/DS
LOB
5. Analytics Experts Scattered
Throughout the Enterprise
Put the Analytics in the Business to Drive
Agility

35. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This publication may not be reproduced or distributed in
any form without Gartner's prior written permission. If you are authorized to access this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on
gartner.com. The information contained in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness
or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This publication consists of the opinions of Gartner's research
organization and should not be construed as statements of fact. The opinions expressed herein are subject to change without notice. Although Gartner research may include a
discussion of related legal issues, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company, and its
shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartner's Board of Directors may include senior managers of these
firms or funds. Gartner research is produced independently by its research organization without input or influence from these firms, funds or their managers. For further information
on the independence and integrity of Gartner research, see "Guiding Principles on Independence and Objectivity."
Opportunity: BI Strategy

36. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
It's All About Business Outcomes
Engagement Effectiveness
New Revenue Risk Management
Product Reception? Time to Market?
Information Services?
Compliance?

37. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Broad view of business needs
Finance
Procurement
Sales
Marketing
Customer
Service
Supply Chain
Industry-Specific
HR
Corp Strategy

38. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
Maturity: More Mature Levels Require More
Complex Solutions and Architectures
Level 1
Unaware
Level 2
Opportunistic
Level 3
Standards
Level 4
Enterprise
Level 5
Transformative
Solution Complexity
Levels of
Maturity
Sponsorship
and Governance
Information
Technology
Information
Management
Organizational
Management
Strategy
Management
Portfolio
Management

39. © 2014 Gartner, Inc. and/or its affiliates. All rights reserved.
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