<4D F736F F F696E74202D F20B0EDB0B420BAD0BCAE20C1F8B4DC20B9D7204A756D BCADBAF1BDBA20BCD2B0B32E707074>

Size: px

Start display at page:

Download "<4D F736F F F696E74202D F20B0EDB0B420BAD0BCAE20C1F8B4DC20B9D7204A756D BCADBAF1BDBA20BCD2B0B32E707074>"

재영 봉
7 years ago
Views:

1 Business Analytics and Optimization IBM GBS BAO 고객분석진단및 Jumpstart 서비스소개

2 BAO 고객분석진단 BVA 소개 BAO(Business Analytics and Optimization) 고객진단 BVA(Business Value Accelerators) 는적합한시점에올바른제안으로올바른메시지를적절하게전달함으로써조직들이더나은고객의가치에대한이를바탕으로고객에대한투자를진행할수있는역량을조직들에게제공할수있으며, 진보된데이터분석을통해고객의통찰력을쌓아가는것이바로 IBM이마케팅기법에과학을접목시키고있는방법입니다 고객분석진단 BVA는현재의역량을분석하고, 요구되는역량과의격차를평가하고, 최신마케팅기능을구축하기위한로드맵을제안함으로써고객분석으로부터이익이창출되는구체적기회를조직이이해하도록지원합니다 고객분석진단 BVA는신속하게가치를입증하고고객의가능성평가를돕기위한단기간의문제중심적분석뿐만아니라데이터주도적마케팅 / 판매조직을위한종합적비전과로드맵을제공하기위해설계된단기간프로젝트수행방법론입니다 1

3 BAO 고객분석진단 BVA 프로젝트어프로치 고객분석을위한 IBM의 BAO BVA는프로세스진단과데이터진단의 2개의병렬적트랙을통해 6주간진행됩니다 프로세스진단 고객분석진단 BVA Strategic scoped management consulting engagement to Discover analytical needs, Assess future state and gaps, and Recommend a roadmap and value proposition f t $ Transformative CMO Traditional CMO 발견 (Discover) 평가 (Assess) 추천 (Recommend) 데이터진단 Tactically scoped and time-boxed data analytics engagement to Identify analytics opportunity, Understand the data state, and Reveal previously unknown insight 확인 (Identify) 이해 (Understand) 발현 (Reveal) 2

BAO 고객분석진단 BVA 프로젝트어프로치세부단계 프로세스진단은전략, 실행가능로드맵, 최고의투자수익률 (ROI)

최고의가치를얻어내기위한추천방안을제시하고데이터분석을수행합니다 BAO 고객분석진단 BVA Process Step 1.

0 추천 현재고객의분석역량의이해와요구사항분석 데이터가용성, 고객분석역량및성숙도평가및격차 (Gap) 분석 BAO 실행로드맵준비

4 BAO 고객분석진단 BVA 프로젝트어프로치세부단계 프로세스진단은전략, 실행가능로드맵, 최고의투자수익률 (ROI) 을달성하기위한접근방법그리고귀사의초점에따른우선순위지정을통해구성되며, 데이터진단은기초적인실무데이터및분석검토과정이며, 최고의가치를얻어내기위한추천방안을제시하고데이터분석을수행합니다 BAO 고객분석진단 BVA Process Step 1.0 발견 Step 2.0 평가 Step 3.0 추천 현재고객의분석역량의이해와요구사항분석 데이터가용성, 고객분석역량및성숙도평가및격차 (Gap) 분석 BAO 실행로드맵준비 Data Step 1.0 확인 분석을위한데이터소스및주제확인 Step 2.0 이해 데이터의컨텐츠를이해하기위해데이터추출과통계분석수행 Step 3.0 발현 인사이트도출을위한모델구축및데이터의가시화 3 Project Start Project End

5 BAO Jumpstart 는분석을통해가장가치가높은기회를식별하고이를수행하기위한기업의내부분석역량을평가한후가치를가장빠르게실현하기위한방법을제시해줍니다 Mobilize Understand Assess Recommend Track 1: Identify Highest Value Business Opportunities BAO Jumpstart Final Project Report Smarter Decisions for Optimized Performance 0. Initiate Project Track 2: Assess Organizational Readiness for BAO Track 3: Assess Information Management Foundation 4. Integrate Results and Determine Next Steps Work Products Current State Assessment Recommendations Next Steps, which may include: - Proof of Value - Program to enhance Organizational capabilities - Program to accelerate Analytics capabilities Project Start Week 1 Week3 Week 5 Week7 Week8 4

6 46 (20%) (20%) (15%) (15%) Source: Analytics: The New Path to Value, a joint MIT Sloan Management Review and IBM Institute of Business Value study. Copyright Massachusetts Institute of Technology Source: Analytics: The New Path to Value, a joint MIT Sloan Management Review and IBM Institute of Business Value study. Copyright Massachusetts Institute of Technology BAO Jumpstart 프로그램에세부수행단계는다음과같습니다 Track 1 : 비즈니스우선순위 Strategic Priorities Interview Guide BAO Jumpstart Opportunity Ranking Worksheet PADIE Diagram with worked example Agenda Introductions Objectives Review project objectives, sponsor, scope and desired outcomes associated with the review of strategic priorities. Duration Approximately 2 hours Interview Participants Opportunity Attributes Opportunity Name Opportunity Description Description Pursue Score 4.1 Reject Spending Pulse Spending Pulse provides financial services companies, banks, economists, investment firms, retailers and the federal reserve with better, faster and deeper insights concerning US consumer consumption trends Strategic Challenges Identification Understand the overall business objectives & priorities of selected interviewee, identify their most difficult business challenges that can be addressed through analytics, and describe biggest and highest value opportunities to offer new and improved analytics. Executive sponsor Business leaders IBM project team Key Questions Which consumers are spending on this trend? Addressed How much are consumers spending by segment? What is the forecast revenue scenarios for the trend over next 18 months? Data Elements Debit and credit transaction history, census data, US commerce projections Stakeholders Finance Dan Johnson (include area) Marketing Louise Carrera Criterion Score Comments Capabilities Evaluation Identify sources and uses of information and analytics, areas of perceived strengths and weaknesses in the business s ability to utilize information sources and analytics, depth and breadth of analytics usage, quality of data and analytics, perceived value, and opportunities/gaps. Strategic Fit Aligns with Client s strategic objectives for Five Year Customer Strategic Vision 4.0 (30%) Focuses on segment of customers, not all Value Prop High Value to Marketing and Finance departments 5.0 Stakeholder Fit 5.0 Insights can be integrated into marketing plans real-time to be leveraged by interactions with customers Next Steps Recap the interview, validate key understanding, request information and identify other potential resources to interview **The interview will be guided by questionnaire to help capture these topics Analytical Fit Organizational Fit Analytical skills in statistics and modeling exist only would need to acquire minimum additional skillsets New tools - New/improved data infrastructure, statistical tools, client reporting tools Sales and marketing team with capital markets expertise exists to utilize output Infrastructure Training needed for customer service personnel Pro s Cons 1.1 Review Strategic Priorities 1.2 Generate and Rank Business Opportunities 1.3 Identify Priorities BAO Jumpstart Final Project Report Mobilize BAO Jumpstart - Project Approach Organization Track Interview Guide 2 : 분석을위한조직의 Level of Analytics Sophistication 준비Framework Agenda Introductions Organization Capabilities Evaluation Organization Sophistication Evaluation Next Steps Objectives Review project objectives, sponsor, scope and desired outcomes associated with the organization assessment. Identify areas of perceived strengths and weaknesses in the organization s ability to utilize information sources and analytics, depth and breadth of analytics usage, quality of data and analytics, perceived value, differentiation and opportunities/gaps. Review the Organization s Analytics Capabilities level chart and determine ranking for each category, and understand why the organization rates themselves within that category level. Recap the interview, validate key understanding, request information and identify other potential resources to interview **The interview will be guided by questionnaire to help capture these topics Duration Approximately 1-2 hours Interview Participants Executive sponsor LOB leaders IBM project team 2.1 Review Current State 2.2 Assess Breadth of Ability and Fit Track 3 : 정보관리토대 Information Management Foundation Interview Guide Agenda Introductions Functional Goals Alignment Technology Capabilities Evaluation Technical Environment Next Steps Objectives Review project objectives, sponsor, scope and desired outcomes associated with the technology assessment. Understand the overall business objectives and priorities of selected customer set, identify their sources and uses of information and analytics and describe opportunities to offer new and improved analytics opportunities. Ask participant to identify areas of perceived strengths and weaknesses in information sources and analytics usage, including data/analytics uses, depth and breadth, quality of data and suppliers, quality of analytics, perceived value, differentiation and opportunities/gaps. Gain a high-level understanding of the technical environment and the ability to support new analytics opportunities, relative to a typical BAO IT operating model. Utilizing the BAO reference architecture, discuss data & technology enabler gaps, issues, & implications. Recap the interview, validate key understanding, request information and identify other potential resources to interview Duration Approximately 2-3 hours Interview Participants Executive sponsor IT leaders IBM project team Information Management Foundation Assessment Information Management Foundation Assessment Information governance policies and toolkits Data Architecture Data Currency Data Management, Integration & Middleware Analytical toolkits based upon user needs Observations and implications Information governance is limited. No governance of data definitions. Start at Information governance roles within business and IT Current enterprise data warehouse can be utilized. Database and processing CPU capabilities are not sufficient Issues around obtaining real-time data for key business areas Much of key data currently contained in silos and not being passed to the data warehouse environment. Master data initiatives begun around customer and product data, but currently projects underway, not in production Need better tools to support statistical needs: sampling, modeling and data mining Considerations for improvement Begin utilizing roles identified to get key areas definitions agreed upon at enterprise level Investigate areas for consolidation, or investigate costs for increasing capacity Determine analytic needs around data currency to determine if current latency will suffice Integrate feeds from master data environments to enterprise data warehouse. Determine key data that needs to be viewed at the enterprise level vs silo Acquire better tools for sampling, modeling, and data mining. Consolidate list of analytical toolsets within the organization Organizational Alternatives for Improvement Transformed Experienced Aspirational Establish business-driven information and analytics governance organization Drive analytics into business strategy / development activities through business cases, scenarios and simulations Solicit / obtain executive sponsorship within the organization for business analytics as a strategic approach Inventory how and where analytics are being used well within the organization today Conduct gap analysis of analytic skills within the organization 2.3 Identify Alternatives for Improvement Information Management Foundation - Alternatives for Improvement Transformed Experienced Aspirational Create enterprise-wide metadata repository Create master data sources for key subject areas Continue to integrate and federate data Create an information agenda Create inventory and gap analysis of data available for analysis Create integration roadmap to increase data availability and accessibility; begin execution of roadmap in waves Integrate Results Smarter Decisions for Optimized Performance Work Products Current State Assessment Recommendations Next Steps, which may include: - Proof of Value - Program to enhance Organizational capabilities - Program to accelerate Analytics capabilities **The interview will be guided by questionnaire to help capture these topics 3.1 Review Current State 3.2 Assess Information Management Foundation 3.3 Identify Alternatives for Improvement 5

7 귀사가기대할수있는가치 귀사가기대할수있는혜택 산업및기술전문가가분석지향 조직이되기위해기초를다질 실행계획을제공해줌 명확하고간결한실행계획 최신마케팅분석역량배양을위한간결한로드맵을제공하기위해혼란스럽고중복되는도구 / 오퍼링메시지를명확하게정리할수있음 신선한관점 고객은 IBM 의분석역량과시장선두적통찰력을활용하고, 분석사용사례를고찰하고, IBM 업무별전문가와함께전술 / 전략측면에서협력할수있음 새로운고객통찰력 이러한방향으로변화하는귀사조직의개념과가치를증명하는실행가능한통찰력을제공할수있도록설계된데이터분석 6

IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials.

8 Copyright IBM Corporation 2012 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Cognos, the Cognos logo, SPSS, the SPSS logo and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others. 7

untitled

untitled SAS Korea / Professional Service Division 2 3 Corporate Performance Management Definition ý... is a system that provides organizations with a method of measuring and aligning the organization strategy