The Growing Influence of Analytics Departments on the C-Suite A Review of Performance Metrics, ROI and Perception Insights from 300 senior analytics leaders from CAO Fall 2017
METHODOLOGY In Q4 of 2017, we interviewed 300 senior analytics professionals in North America. The research took place at our CAO fall conference in Boston. Respondents to the survey were CAOs, Head/ Directors of Analytics, Heads/Directors of Insights and others of equal standing. The results were compiled and anonymiz ed and presented here with analysis and commentary from the Corinium research team and our contributors. Job Title Industry 20% 20% 17% 11% 9% 23% 31% 31% 14% 11% 9% 1% 1% 1% 1% t CEO t Vice President of Data or Analytics t Manager t Chief Analytics Officer t Senior Vice President of Data or Analytics t Other t Finance/Banking t Healthcare/ Pharmaceutical t Insurance t IT & Technology t Consulting Services t Automotive t Manufacturing t Telecommunications t Retail Key findings: 1/5th of respondents More than half of A staggering 80% of 22% of respondents do not feel that respondents agree that respondents did not are allocating at least analytics has a large analytics initiatives measure the return on $10M towards data influence over the cross-cut across investment from their analytics business course of their firm business divisions analytics department solutions
How much influence does Analytics have on the course of your firm? 62% of respondents believe that analytics has a strong influence on the course of their firm. Big data and analytics can offer decision makers meaningful insights that support strategy at the board level. The most successful firms will be leveraging these insights to remain competitive. 4% 26% 15% 19% t Very low t Low t Intermediate t High t Very high 36% Analytics has been credited for having a large impact within Banorte. Analytics has played a significant role in helping Banorte to leapfrog its competitors and become the second largest (from a fourth place 3 years ago) financial group in Mexico measured by its profitability. Data and analytics has a huge impact. We have metrics that help guide the incentive all the way to prescriptive analytics for our Physicians. We have been so successful that we are forming a separate data entity. Dipti Patel-Misra, Ph.D., Mba, Pcc, Chief Data & Analytics Officer, CEP America
Analytics within your firm is conceived as a: Almost ¾ of respondents believe that analytics departments are perceived as a cost centre. Although analytics departments do not have a direct influence on revenue, the insights that analytics departments provide to the board directly shapes strategy, which indirectly creates revenue. 71% t Profit Centre t Cost Centre 29% Analytics at Banorte has been conceived as a profit centre with the mandate of translating information into profits. The first year s target was to yield 10X cost. In our organization we used to think of data as a cost center but now it is front and center in all discussions leading to diversification of revenue. Dipti Patel-Misra, Ph.D., Mba, Pcc, Chief Data & Analytics Officer, CEP America
Analytics initiatives cross-cut across businesses within your firm. Do you: A quarter of respondents do not feel that analytics initiatives cross-cut across businesses which indicates that much more needs to be done to promote the importance of analytics across other departments and at board level. 24% 20% 6% t Strongly Disagree t Disagree t Neither agree nor disagree t Agree t Strongly Agree 18% 32% Our analytics range from operational to clinical. We support finance, HR, marketing along with staffing models and clinical decision support tools. Dipti Patel-Misra, Ph.D., Mba, Pcc, Chief Data & Analytics Officer, CEP America Strongly agree. The ability to produce a high ROI at Banorte s Analytics Business Unit is strongly linked to breaking with inertia and a silo based approach within the different business lines.
The Analytics ROI in your firm during 2016 was: The vast majority of respondents did not measure the return on investment from the analytics department. For senior analytics professionals having a documented strategy in place that tracks and records ROI is critical to benchmarking performance but also gaining buy-in from the board and other departments. 80% 2% Not measured Between 0% - 8% 4% 14% Between 8% - 16% Above 16% The analytics ROI in our company was over 14% measured by retention, growth, and actual dollars. Dipti Patel-Misra, Ph.D., Mba, Pcc, Chief Data & Analytics Officer, CEP America The Analytics ROI at Banorte is significant and has exhibited exponential growth. In 2015, the first year of operations, the Analytics Business Unit projects yielded profits equivalent to 46X Cost. On the second year the ratio increased to 106X cost, while in 2017 we are on course to produce 200X cost.
Analytics professionals in your firm vis-àvis business partners are compensated: This result is hugely positive, as the importance of analytics departments grows, so does the remuneration for analytics professionals. Only 11% believe their pay structure is less than that of their counterparts. 2% 9% 46% 39% 4% t Much less than equivalent t Less than equivalent t Equivalent t More than equivalent t Much more than equivalent The contribution that the Analytics team has made to Banorte has been widely recognized by the C-suite and consequently the team has been handsomely compensated.
What is your average spend for data analytics related business solutions? Big investments are being made across the board, with 22% of respondents allocating at least $10M towards data analytics solutions. 22% 38% 8% t Less than $1M t $1M to $5M t $6M to $10M t $10M + 32%
What is the key metric that you measure ROI with? 38% 2% 60% t Greater and more actionable customer loyalty and profitability insights t Enhanced computing power t Other Retention, patient satisfaction, growth, Clinical real time prescriptive analytics. Dipti Patel-Misra, Ph.D., Mba, Pcc, Chief Data & Analytics Officer, CEP America The key metric to measure Analytics projects ROI is the effect they have on customer life time value when these are income generating projects, while cost cutting projects (i.e. risk, operational or financial) are measured by its direct and contemporaneous effect.
Does your organization use Open Data in your analytics work? Open data is a commonly held idea that some data should be readily and easily available to everyone to use and publish or republish as they like without any restrictions in terms of patents, copyright or other ways of controlling it. The biggest source of open data initiatives include data.gov and data.gov.uk, with these kind of projects gaining huge popularity with the rise of the internet. The growth of open data has also seen a rise in intellectual property rights. 36% 43% 21% Yes No What is open data? Yes, There are many data variables (Flu, Demographics, census, CMS data) that we use for our analytics.
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