Industry researchers at Gartner announced in April 2012 that the worldwide business intelligence, analytics, and performance management software market surpassed the US$12 Billion level in 2011, a 16.4% increase over the previous year. This statistic is among many pointing to the need for both groups to apply what management guru Peter Senge proclaimed decades ago in The Fifth Discipline: the need for a learning organization. This presentation focuses on three learning areas for anyone in the business analytics profession. First, we analysts need to learn what the markets and industries are saying today. We discuss recent trends which show how analytics will shape the future. Second, we need to learn what group learning options are available. From industry conferences (such as the PASS BA Conference, and virtual PASS sessions) to free MOOCs (massive open online courses), we have more options available to improve our knowledge. Finally, we need to learn what leadership roles our groups can have. We can leverage social networks (including PASS) and social media -- both individually and as organizations -- to communicate passion.

1. A Case for Business
Analytics Learning
Mark Tabladillo, Ph.D. (MVP, MCAD .NET, MCITP, MCT)
February 12, 2013

2. Welcome
Launch Meeting of the PASS Business Analytics Virtual Chapter
Website: http://bavc.sqlpass.org/
Leadership: Melissa Demsak @sqldiva

3. About MarkTab
Training and Consulting with Ph.D. – Industrial Engineering,
http://marktab.com Georgia Tech
Data Mining Resources and Blog at Training and consulting
http://marktab.net internationally across many
industries – SAS and Microsoft
Contributed to peer-reviewed
research and legislation
Mentoring doctoral dissertations at the
accredited University of Phoenix
Presenter

4. 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

5. 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

6. 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

7. 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?

8. Business Analytics
Definitions and Expectations

9. Definitions
Business Intelligence Business Analytics
• Using consistent metrics to measure • Using continuous iterative exploration
past performance and guide future and investigation (scientific method
planning (therefore both descriptive implied) for insight on past
and predictive) performance and guide future planning
• Based on data and statistical methods (therefore both descriptive and
predictive)
• Based on data and statistical methods
Derived from Wikipedia article on Business analytics (retrieved February 2013)

10. 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)

11. Source: Beller and Barnett
Business Intelligence Business Analytics
• Oriented to standard and consistent metrics and • Oriented toward ad-hoc analysis of past performance
analysis • Focused on interactive and investigative analysis by
• Focused on dashboards and pre-defined reports end users
• Primarily answers predefined questions • Used to derive new insights and understanding
• Provides end users indirect raw data access through • Explore the unknown and discover new patterns
cubes, reports, and summarized data • Relies on low-level data to provide visibility to
• Exception based reporting unexpected activity
Retrieved from http://www.docstoc.com/docs/7486045/Next-
Generation-Business-Analytics-Presentation, February 2013

12. Commentary by MarkTab
Business Analytics (Beller and Barnett) Business Analytics (MarkTab)
• Oriented toward ad-hoc analysis of past performance • Oriented toward data-driven analysis of past
• Focused on interactive and investigative analysis by performance
end users • Focused on interactive and investigative analysis by
• Used to derive new insights and understanding end users
• Explore the unknown and discover new patterns • Used to derive new insights and understanding
• Relies on low-level data to provide visibility to • Explore the unknown and discover new patterns
unexpected activity • Relies on low-level data to provide visibility to models
of unexpected activity
Retrieved from First produced for the PASS
http://www.docstoc.com/docs/7486045/Ne Virtual Business Analytics group,
xt-Generation-Business-Analytics- February 2013
Presentation, February 2013

13. 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
again?
Who? What will happen if we change x?
What will likely happen if we change
How many? What else does the data tell us that x?
never thought to ask?
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

14. Takeaway
Don’t be surprised when people have
different definitions of and expectations for
business analytics

15. Business Analytics
Trends
February 2013

16. 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

17. 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

18. 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

19. 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

20. Takeaway
Learn enough about the vocabulary (and
changing definitions and expectations) to turn
trends into actionable decisions

21. Business Analytics
Learning Options
February 2013

22. Free Options
News feeds
Twitter
Search engines
Video (YouTube, Vimeo, iTunesU)
Vendor Websites
Books
Networking

23. 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 400,000 users MIT and Harvard
Natural Language Processing Artificial Intelligence for Robotics Introduction to Statistics
Social Network Analysis Introduction to Artificial Artificial Intelligence
Passion Driven Statistics Intelligence
Introduction to Statistics

24. 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

25. PASS Business Analytics Conference
http://passbaconference.com/

26. 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

27. 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

28. Training
Online
Onsite

29. PASS Business Analytics Virtual Chapter
http://bavc.sqlpass.org/

30. Takeaway
Participating in unstructured and structured
education allows us to learn business analytics
trends, their meaning, and potential
applications

31. Business Analytics
Leadership
February 2013

32. Assumption
Business intelligence and business analytics (including data
mining) have a primary goal of informing actionable decisions

33. MarkTab Decision Cycle
GO
Synthesis Analysis
(art) (science)
Science needs science fiction -- MarkTab

34. MarkTab Decision Cycle
GO
Synthesis Analysis
(art) (science)

35. 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

36. “Management is Prediction”
W. Edwards Deming, Ph.D.

37. XKCD: Shopping Teams

38. XKCD: Shopping Teams

39. XKCD: Shopping Teams

40. 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

41. Takeaways
Learning together as a team is ideal (Peter
Senge)
Your best business partner is different from
you

42. 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

43. 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/