1. Deloitte’s Analytics
Symposium 2010
The future of analytics
in academia
Ashok Soni
Chair of Operations and Decision
Technologies
Kelley School of Business
Indiana University
October 2010

2. Agenda
• Why Business Analytics and what the
needs are?
• The new Kelley-Deloitte Graduate
Certificate Program
in Business Analytics
• The developing environment for
business analytics
• The business analytics “value chain”
• Panel discussion: leveraging
analytics
As used in this document, “Deloitte” means Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of
Deloitte LLP and its subsidiaries.
1 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

3. The Deloitte-Kelley Collaboration
• Over 230 Kelley graduates at Deloitte
– Janet Foutty is a member of the Kelley Dean’s Council
– Mark Zozulia is the campus champion
• Deloitte has been the top hiring company at Kelley for the
last two years and in the top five for the three prior years.
• Deloitte is an active participant in the Kelley School’s
programs
– A sponsor of the Kelley Undergraduate Consulting Workshop
– A member of the Undergraduate Career Service Advisory Council
– A sponsor of an annual case competition
– Provide guest lecturers for both Undergraduate and Graduate
classes
2 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

4. Why Business Analytics Now?

5. Business analytics: Deja vu all over again?
Hardware and
The real data software:
explosion Better, faster,
cheaper
Why now?
New basis for Management
competition sophistication
4 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

6. Analytics in the Gartner Hype Cycle
3D Television
Visibility
Predictive
analytics Tablet PCs
Consumer
“Computer/Brain”
Generated Media
Interface
Technology Peak of Inflated Trough of Slope of Plateau of
Trigger Expectation Disillusionment Enlightenment Productivity
Maturity
5 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

7. What are the implications?
• Need more trained and qualified professionals in
Business Analytics
• How can that be done?
– Graduate more students
– Train more corporate professionals
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8. The New Kelley-Deloitte
Graduate Certificate Program
in Business Analytics

9. The Certificate in Business Analytics —
A Deloitte-Kelley Program
• A Four-course/12-credit hour custom developed Graduate
Certificate Program in Business Analytics exclusively for
Deloitte.
• Primary objective: To fulfill the emerging need for
professionals in the area of business analytics.
• Will provide both a technical background and the ability to
work with analytics from a consulting perspective.
• The certificate will be delivered via a blended format, with
in-residence sessions in Bloomington as well as sessions
using Kelley’s online system.
• First cohort will begin November 7, 2010
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10. The Certificate Program
•Consists of four courses:
– Business Analytics Foundations
– Data Mining and Visualization
– Business Analytics Modeling Tools
– Developing Value through Analytics Applications
• Highly customized and may be modified for different
audiences within Deloitte
• Credits may be used towards a Kelley Masters or an MBA
Program
• A side benefit: This program is going to enable us to
develop a broader based program in Business Analytics
9 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

11. Descriptions of the classes:
Business Analytics Foundations
– The Business Analytics Value Chain: Framing to decision making
– Multivariate regression modeling
– Predictive analytics with logistic regression, decision trees, and
neural nets
– Unsupervised data-mining tools
– Forecasting
Data Mining and Visualization
– The data-mining process
– Using and interpreting data-mining software
– Collaborative filtering models and recommendation engines
– Text analytics
– Web analytics
10 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

12. Descriptions of the classes: (cont.)
Business Analytics Modeling Tools
– Advanced optimization techniques for decision making
• Linear and nonlinear optimization
• Integer programming
• Genetic algorithms
• Advanced optimization software tools
– Simulation modeling and analysis
Developing value through Analytics Applications
– Applications of analytics in:
• Finance
• Marketing
• Supply chain
• Health care
11 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

13. Building tomorrow’s analytics
Professionals — Savvy
business leaders at the Kelley
School

14. The Business Analytics Value Chain
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
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15. The business analytics value chain (cont.)
• Where are the “traps”? Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
• Where are the bottlenecks?
• What are the implications
for business analytics
education?
14 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

16. Business understanding and problem definition
• Framing and understanding the problem:
“What is half of thirteen?”
• Establishing benchmarks and expectations:
What is the business doing today and where do they need
to go?
• The importance of domain knowledge
• Avoiding “Type III” errors
15 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

17. What is half of thirteen?
Answer:
It depends upon how the problem is defined and understood.
thir
1
6.5
teen 3
thirteen
thirteen
thirteen
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18. Data preparation and understanding
• T.S. Eliot wrote:
Where is the wisdom we have lost in knowledge?
Where is the knowledge we have lost in information?
To which we might add,
Where is the information lost in the data?
• This can be the most time-consuming phase of the process;
up to 75%.
• Considerations include: timeliness, availability, quality,
relevance.
17 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

19. Building the models
• Modeling expertise: “the cost of entry”
• Tapping the full array of quantitative models:
– Simulation
– Optimization
– Statistical analysis
• Predictive analytics
• Unsupervised data mining
– Forecasting
• Software: SAS Enterprise Miner, SPSS Modeler, TIBCO
Spotfire, @RISK, and others
18 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

20. Communicating results and recommendations
“Zone of acceptance”
“I already “I don’t
knew this” believe this”
High Low
“Consistency with expectations”
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21. The goal of the Kelley program in analytics:
Creating “The Complete Analyst”
Quantitative
Analyst
Analytics Business
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22. The goal of the Kelley program in analytics:
Creating “The Complete Analyst”
Business
Analyst
Analytics Business
21 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

23. The goal of the Kelley program in analytics:
Creating “The Complete Analyst”
Complete
Analyst
Analytics Business
22 The Future of Analytics in Academia Copyright © 2010 Deloitte Development LLC. All rights reserved.

24. Panel discussion:
How can business leaders prepare culturally, organizationally,
and technically to leverage business analytics?
Ashok Soni, Indiana University
Hugh Watson, University of Georgia
Barb Wixom, University of Virginia
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25. About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each
of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte
Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP
and its subsidiaries.
"This presentation contains general information only and is based on the experiences and research of Deloitte practitioners. Deloitte is not, by means of
this presentation, rendering business, financial, investment, or other professional advice or services. This presentation is not a substitute for such
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Copyright © 2010 Deloitte Development LLC. All rights reserved.
Member of Deloitte Touche Tohmatsu Limited