Linking Analytics to Strategy using the Analytics Strategy Value Map

1. Analytics Strategy
Value Map
Linking Analytics to Strategy
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2. Zeno Analytics
Connecting decisions to data by translating advanced analytics to
effective actions
“Analytics Translator” and “Data Translator”
Close the gap between reality and expectations of your
advanced analytics investments & projects.
Contact: Jaap Vink
jgavink@xs4all.nl
+31 615 86 0115
https://www.linkedin.com/in/jaapvink/
© Zeno Analytics, 2018

3. IT
Architecture
Convergence
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Data
Business
Process
Analytics

4. IT
Architecture
V-Spot
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Data
Business
Process
Analytics
VAL
UE

5. Think in strategy maps
• See, for example,
Having Trouble with Your
Strategy? Then Map It
Robert S. Kaplan
David P. Norton
HBR, September 2000
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6. Think about a decisioning
architecture
• Based on
Service Value Modeling: A
Systematic Method to Unveil
the Business Value of
Industry Solutions
Guang-Jie Ren
Yuichi Nakamura
Heiko Ludwig
Proceeding of 2014
Annual SRII Global
Conference
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7. Mapping Analytics Value to Strategy
Decisioning Architecture Strategy Map
Contribution to Business
outcomes
Immediate impact from
Analytics
Immediate impact from
Data
Immediate impact from
IT
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8. A simplified example
Business Objective
Business Goal A Business Goal B
Decisions
Analytics
Capability 1
Analytics
Capability 2
Analytics Capablity
3
Analytics
Capability 4
Analytics Infrastructure
Data Infrastructure
Internal Data External Data
IT Infrastructure
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Increase Revenue
Acquire new customers
Who to target?
Prospecting Credit Limit
Predictive Modeling/ML & Campaign
optimization
Customer & Prospect data
Customer Product & Revenue,
Campaign data
Marketable Market Universe
IT Infrastructure
Increase Revenue
Acquire new customers
Who to target?
Prospecting

9. (Overly) Simplified Mapping
© Zeno Analytics, 2018
Increase Revenue
Acquire new customers
Who to target?
Prospecting Credit Limit
Predictive Modeling/ML & Campaign
optimization
Customer & Prospect data
Customer Product &
Revenue, Campaign data
Marketable Market Universe
IT Infrastructure
Increase Revenue
Acquire new customers
Who to target?
Prospecting
Payment
Received
Total
Revenue
New
customer
s
Revenue/
new
customer
Conversio
n Rate
Order
Value
Bounce
rate
External
Credit
Risk
Accuracy
Number
of
Duplicate
s
Number
Customer
s with
missing
data

10. Prioritize
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Low
hanging
fruit
Start
planning
When
resources
available
Do not
touch
(yet)
Expectedvalue
Expected effort
High
Low
Low
High

11. Expected Value & Effort
• “Proof of Value”
• Limited time project with clear goals linked to business
objectives
• Make sure it leads to real results
• Stories from other organizations & industry analysts
• Don’t hesitate to look to other industries
• Be critical about the content
• “Think big, Start small”
• Build incremental
• Continuously Learn & Improve
© Zeno Analytics, 2018

12. Zeno Analytics
• Analytics Process Review
• Review your current analytics process based on business goals, data used,
analytics employed & deployment in business process
• Executive Workshops Analytics Strategy
• Analytics Acumen Assessment
• Identify & Define Analytics use-cases in your organization to improve business
outcomes and a roadmap for implementation
• (Re-)Design Analytics Solutions
• Organize, Monitor & Guide Implementation process
Contact: Jaap Vink
jgavink@xs4all.nl
+31 615 86 0115
https://www.linkedin.com/in/jaapvink/
© Zeno Analytics, 2018