Can Business Intelligence give Intelligent Businesses? ECIM, September 2009, Haugesund. Rune Espelid, StatoilHydro

Transcription

1 Classification: Internal Status: Draft Can Business Intelligence give Intelligent Businesses? ECIM, September 2009, Haugesund Rune Espelid, StatoilHydro

2 A corporation - like an intelligent body? 2

3 3 Can Business Intelligence give Intelligent Businesses? Content Business Intelligence in StatoilHydro What is Business Intelligence (BI) The information, our corporate memory What contribute to better business? Recommendations for EIM/BI

4 4

5 5 What is BI? Component Framework* Inventor y Shipping Orders Extract Clean Model Transform Transfer Load EDW Query Report Analyze Mine Visualize Act Data Warehousing Environment Analythical Environment * TDWI Smart Companies Report 2003

6 6 Business intelligence - definitions Wikipedia: Business intelligence the term dates at least to 1958 aims to support better business decision-making.[1] Thus one can also characterize a BI system as a decision support system (DSS):[2] In general, business intelligence systems are data-driven DSS. Gartner Business Intelligence (BI) : An interactive process for exploring and analyzing structured, domain-specific information (often stored in data warehouses) to discern business trends or patterns, thereby deriving insights and drawing conclusions. The business intelligence process includes communicating findings and effecting change. Domains include customers, suppliers, products, services and competitors.

7 The Scorecard containing five perspectives 7

8 KPI Reports showing 12 months rolling history 8

9 9 CEO Statements 2005 MIS is a powerful tool for executive management The KPIs and data behind are well organized and easy to find The Corporate Staff uses MIS for management of both the daily operations and the strategic programs MIS creates focus and removes redundant reporting Eldar Sætre Helge Lund CHIEF EXECUTIVE

10 10 Next generation BI (-> 10 years) 1. Data becoming more important (can be sold / part of physical obj / people experience its importance / etc..) 2. Evolution of BI over time Business silo functionality Covers complete value chain / inter enterprise Extra enterprise BI Distributed networks of BI Sharing data Sharing decision engines 3. BI adopted everywhere Organizations & governance & mindset Democratization of information Data as a tradeable asset Machine-to-machine communication costs going down 4. Suggests: Automate BI decisions wherever possible (think algorithms)» By Owe Schmid &Neil Shepard, McKinsey

11 11 Technological components of BI Business Intelligence: Information Methods & analytical tools Presentation & Publishing Enterprise Information Management (EIM)

12 12 Typical challenges Information is difficult to find Information integration on corporate level is absent The quality of the information is unknown Mixture of formal and informal information Busines Intelligence not generally available Information is not utilized to its potential No information asset inventory

13 13 A company an intelligent body? Our corporation is one body. Our information asset is to be treated accordingly, providing one corporate memory. All our assets in the company are managed by help of the information asset. The quality of the information asset is thus fundamental for all operations and management of the company and for external trust. The information asset value is increased by increasing the beneficial properties of it, i.e. its integration, quality, integrity, availability, etc.

14 14 Enterprise Content Management 1. Define the Corporate Memory The metadata repository Term definitions Data object definitions Key figure definitions Metrix definitions Official report definitions Master data catalogue Content catalogue SH Book + FR15 The Corporate Memory 2. Increase the asset value Increase integration Increase availability Increase usability Increase quality Increase security Incease agility Extend content Capabilities Operate Innovate Optimize Integrate Consolidate Increase Business Performance Make strategic advantage Reporting scopes of srs EIM Governance IO Metrics

15 Information Capabilities 15 Information Evolution Model * Innovate Integrate Optimize Operate Consolidate Strategic Value of Information Operate: Individual data ownership, tackle day-to-day issues Consolidate: Department/functional-level standards Integrate: Consolidation into enterprise-wide perspective Optimize: Gains market leadership by applying predictive insights Innovate: Growth & revenue potentials fuelled by continuing creativity and renewal Four dimensions: Infrastructure Knowledge process Human capital Culture *J. Davis, et.al., SAS Institute 2006: Information Revolution

16 16 Information Orientation & Business Performance IT Practices Market share groth Financial performance Inf. mgmt. Practices Information Orientation Business Performanc e Level of product and service performance Inf. behaviours/ values Superior company reputation Underdeveloped management dicipline -> BI A comprehencive high level idea on how effective a company is in using information Marchand, et.al, Information Orientation, 2001

17 17 Information Architecture System domain data models Corporate domain data model

18 18 Established BI principles One-version-of-the-truth a fundamental concept One centralized EDW the cornerstone of BI Search / EII / etc - additional, not replacing BI like infrastructure for business / processes must have CPM has become indispensable, key BI application Text and data integrated, providing context Success criteria Enterprise perspective BICC, high anchored Data stewardship/ data quality Fast deliverance Performance

19 19 Summary Build the corporate memory! Treat the information of the company as one, company wide asset, and bring quality and seamless integration into it. Do this by building a corporate information model, starting at the conceptual level and with the most important data domains and objects. Establish the EDW and define its scope as a core part of the corporate model. Explicitly identify and manage the related masterdata and their metadata Extend the model over time by going broader and deeper into the data models. This will require a corporate Information architecture governance