The challenges focusing on ROI (Return on Information) Dave Donkin. Group Executive: E-Business, Innovation and Information Management

Transcription

1 The challenges focusing on ROI (Return on Information) Dave Donkin Group Executive: E-Business, Innovation and Information

2 Overview challenges focusing on ROI! Information orientation! Understanding the potential! Data/information ownership! Architectural alignment! Common vision! Adherence / migration! Balance of focus! Current needs vs. future positioning Page 2

3 Agenda! Absa in context! The IM journey! IM organisation! ROI successes! Lessons learned! The future? Page 3

4 Absa in context Page 4

5 The Absa Group Historical overview The Absa Group is the product of two major mergers in the early 1990 s United + Allied + = Amalgamated Banks of South Africa + Bankorp Trustbank Senbank Bankfin = Volkskas April 1991 April 1992 Oct 1998 Merged brand names Page 5

6 Absa Profile! R269 billion total assets ($33.6 bil)! Headline Earnings = R 3.4 bil ($ 0.42 bil)! 6 million customers! Internet banking customers! Telephone banking customers! 9 million accounts! 25% Credit Card market share! 31.6% Mortgage loan market share! 25.3% Instalment finance market share! employees! 661 outlets! ATMs! Operate mainly in SA, Africa! Offices in London, Hong Kong, Isle of Man, New York, Shanghai, Singapore and Jersey Page 6

7 Group activities Retail banking (60%) Commercial banking Corporate & merchant banking International operations Africa Banking Life Insurance Short-term insurance Insurance broking Trust & investment services Employee benefits Absa Financial Services Other Activities Asset management Property development Pension payments Page 7

8 The new Absa Operating Model (2001) People Group Finance Group IT Enterprise Risk E-Business and Information Group Strategy Group Marketing Primary ownership of customer relationship Group Specialist Units SHARED SERVICES Customer Focused Units Corporate Bank Business Banking Services Private Bank Personal Financial Services Retail Banking Services Flexi Banking Services MLS Bank Home loans Product Focused Units Bankfin Credit card Life insurance Short-term insurance Payment solutions CUSTOMER Trust and fund managers Branches ATMs Telephone Internet Direct and Physical Channel Delivery B R A N D Page 8

9 Twelve Core Capabilities (2003) Brand Risk Unique Solution Proposition Design Business Performance Channel Innovation Process Optimization Knowledge E Enablement Creative Alliance Information Diversity Complexity Page 9

10 Information (IM) Page 10

11 Information is the lifeblood of complex organisations! Complex Organisations Survive on ROI:! Information is the lifeblood of all complex organizations, and enterprise-wide leverage must be secured to ensure that maximum return on information (ROI) is obtained. (Willie Appel, Meta Group, Aug 2002) Page 11

12 IM Journey! August 2000! High level information audit:! Absa s current approach to the management of information is disjointed! Information is currently housed in numerous locations, with limited transparency! difficulties in obtaining relevant information, duplication of information requests, sources and storage! Identified need for a Group-wide information management model! Data is a corporate asset! Centralise skills / rules / definitions! SVOC Single View Of the Customer! November 2001! (E &) Information division was established Page 12

13 Operating Model Information is positioned separately to the IT organisation, with a clear focus on putting information to work for the business Group Information Technology Information Strategic Business Units Page 13

14 IM Organisation November 2001 IM Architecture IM Operations Data Sourcing IM Knowledge Discovery Customer Analytics IM Business Performance Enhancement Data Quality May 2003: IM Architecture Information -Architecture -Roadmap -Technology IM Operations DWH: -Load -Build - Manage IM Knowledge Discovery Analytics -Cust Insight -CLTV -Segmentation IM Service Delivery Data Quality Value mgmt / service delivery - New BI -Structured (IM) - Unstructured (KM) IM Business change enablement Competency Centre Service Delivery Communications Change Mgmt Info Orientation Incl. Knowledge Mgmt Programme Mgmt Benefits Realisation Help-Desk Page 14

15 IM ambition (Purpose) As innovators of change, our focus is jointly working with the business to grow the Group s bottom line. Information To innovate, strategise and empower the Absa Group by unlocking the hidden value of information, in order to improve business results Knowledge To enhance agility, speed and effectiveness in the delivery of products and services to customers Page 15

16 Our Focus (preliminary) Information Type From Information. Structured ENABLEMENT Internal BUSINESS INTELLIGENCE MIS reporting, scorecards Information Source ANALYTICS, KNOWLEDGE DISCOVERY Predictive modelling Cross-selling Lead generation Retention External Unstructured. To Knowledge. Page 16

17 Operating Model : Data / Mining Operations ARCHITECTURE Establishment of blueprints to plan, direct and align efficient operations BUSINESS INTELLIGENCE Provision of services to enable owners to report on operations ENABLEMENT Get more raw material onto the stockpile and make it accessible VALUE DISCOVERY Sifting through the stockpile to find the gems BUSINESS PERFORMANCE MANAGEMENT Ensure efficiency and optimisation of operations/service delivery, measure performance, administration, quality control Page 17

18 Information is Knowing where to find information Information Map: Focus on priority areas Actual data One version of the truth An Information Map depicting independent Information Centres/Data Marts within Absa as at February 2003 RBS KPI Monitoring Sales Performance Dashboard Lead MS Generation Analyis Services Prospector Cognos Powerplay Finance Cognos Powerplay Excel Excel Excel Excel ERM SAS Excel MS Oracle Access CRMO Triad Group Procurement? SQL Server PFS Bankfin MPC MS Analysis Services Oracle SQL Server Source Data GL Other Data Data CIF Product External External Data Data Data ACMB Crystal Reports Single Version of the Truth ETL Webfocus MS Analyis Services BBS OFA EDW Cognos Powerplay SQL Server If you don t know what you have, you can t manage it! Home Loans Oracle Discoverer Oracle Credit Card SAS Data Data Data Exploration Mart Mart Mart Warehouse Group Strategy Absa e-channels (Absa Direct) Crystal Excel Reports Marketing Brokers SQL Server MS Access Page 18

19 Information is Consolidating and enriching information for exploitation/usage Business Intelligence Core Production Systems Knowledge Reports External Systems Non-core Production Systems Data warehouse MIS/OLAP Analytics Campaigns Customer Strategies CRM User $$$ Facilitated with the Business Units Awareness Education Facilitation Consulting Measurement Page 19

20 The Information Division Differentiators We have established a Group-wide view of customer information " Sourced into the data warehouse from disparate sources We are continually researching new and improved information management techniques with relevance for the entire Group We develop information management capabilities and transfer know-how to the Group We apply advanced analytical techniques uniquely within the Absa context " Combining group insight and business experience with specialist skills Spatial / GIS capability Page 20

21 Successes The measured benefits are predominately as a result of the data mining activities = 31% of spend. 2002/2003 expenditure Data-mining 31% Knowledge anagement 0% ustomercentricity 3% Business Intelligence 3% Enablement 63% Other 16% Measured Benefits: (Cost/Benefit ratio: ~1:9) Brokers 5% RBS 48% (The bulk of the spend is a necessity for Group reporting.) PFS 17% Home Loans 1% Bankfin 4% AFS 2% Group Security 6% ** Excludes benefits derived from standard reporting Page 21

22 Breaking out of the competitive pack Companies are realising that Customer Insight is the key to the future Understanding and identifying customer needs is where the war will be fought... Whoever has the most intimate knowledge of the customer and is able to best forecast what the customer will do and take action preemptively will win Bob Ingrams VP Consumer Marketing Bell Atlantic Page 22

23 Absa CRM direction - a consistent customer experience across multiple channels... Operational DATA WAREHOUSE IM data analysis extraction Feedback from interaction Leads, prompts Customer Strategy Process Campaign Customer Activity Leads etc. Advisor Direct Mail / Internet Contact Center Consistent customer experience Customer Analytical Channel People and Culture Page 23

24 Challenge -Current Business Intelligence Architecture SOURCE SYSTEMS ERP Core Banking ABSA Financial Services Other Systems 31 BI projects currently underway within the Group people ~11 contracting co.s Disparate islands of information Data Warehouse Loading (ETL) Single view of customer, transactions, TRANSFORMATION 31 Project Hell Mgmt. Reporting Page 24

25 Challenge - Current Financial Information Architecture SOURCE SYSTEMS ERP Core Banking ABSA Financial Services Other Systems Financial Information TRANSFORMATION GL Financial Repository Regulatory Reporting Statutory Reporting Page 25

26 Challenge - Risk Information Architecture SOURCE SYSTEMS ERP Core Banking ABSA Financial Services Other Systems Data Warehouse Loading (ETL) Single view of customer, transactions TRANSFORMATION RISK INFORMATION REPOSITORY Risk Engines Basel II Calculations Basel II Reporting Page 26

27 Challenge - Current Logical Information Architecture SOURCE SYSTEMS ERP Core Banking ABSA Financial Services Other Systems Financial Information TRANSFORMATION Data Warehouse Loading (ETL) Customer, products, transactions Surely, there must be a better way of doing things?? TRANSFORMATION TRANSFORMATION Adjustments, updates Risk GL Financial 31 Project Hell RISK INFORMATION (ERM) Engines Basel II Calculations Regulatory Reporting Statutory Reporting Mgmt. Reporting Basel II Reporting Page 27

28 Logical Analytical & Reporting Architecture (LARA) SOURCE SYSTEMS ERP Core Banking ABSA Financial Services Other Systems Enterprise Data Warehouse Loading Adjustments, updates Single View of Customer DATA TRANSFORMATION AND ENRICHMENT DATA MODEL ( Governance Profitability Assets Customer Risk Metadata) Regulatory Reporting Statutory Mgmt. Basel II ReportingReporting: Reporting Page 28

29 Business Relevant Intelligence Architecture Nirvana B.R.I.A.N. Business unit view Scorecard / Metrics Group view Financial & Custom Reporting Budget, Forecasting Business Modeling Analytics Knowledge Business Intelligence Platform Page 29

30 The future challenges of an organisation focused on ROI! Information orientation! Understanding the potential! Data/information ownership! Architectural alignment! Common vision! Adherence / migration! Balance! Current needs vs. future positioning EVANGELISM BRIAN LARA ANALYTICS We can knock the competition for six! Page 30