The Vertical Integration of Knowledge

Vertical integration typically refers to the degree to which an organization owns (or controls) its own suppliers and/or consumers of its products or services.  The more vertically integrated an organization, the more of the value chain they control.  There are benefits to vertical integration including the ability to more closely match supply and demand, thus better controlling pricing and reducing uncertainty.  Detriments include more difficulty changing to suppliers who may offer competing raw materials at lower costs.

Vertical integration of knowledge, the way I’m defining it, similarly refers to the degree to which an organization obtains facts about their marketplace, and the extent of the value chain that was used to derive that knowledge.  Vertical integration of knowledge doesn’t require owning or controlling companies either upstream or downstream; it simply requires an agreement to collect data from organizations up or down the value chain.

For example, the company Above The Treeline collects sales data from independent booksellers and makes that information available to publishers, distributors, reviewers and librarians across the country.  While the purpose of the company was originally to help independent booksellers analyze their own sales and compare their sales to industry averages, the company now also provides vertically integrated knowledge (and collects revenue from providing that value) to:

• book distributors, who previously could only track sales only until booksellers bought books for their stock, and
• publishers, who previously could only track sales until distributors bought books.

Think of how the knowledge now available to these two groups can help them better manage their own businesses.  Now they can see when books were bought, if they were bought in specific combinations, how sales and incentives impact sales performance, and explore a variety of other factors.

At Dataspace we’re not only technologists, we’re strategists.  Talk to us about the data you have available (either from your systems or up/down the value chain), and we’ll work with you to integrate it, format it, and turn it into a strategic asset.  Who knows – you may even be able to sell it.

How can you use the concept of the vertical integration of knowledge to benefit your business?

Business Process Driven BI – An Example

A quick example of how BI & BP (business process) should go hand in hand…

Working with statisticians from Central Michigan University, we’ve jointly developed PVForecaster, a product that allows hospital administrators to forecast their patient volumes on an hour-by-hour, specialty-by-specialty basis.  Tactically, the result is better control over scheduling and costs.  Strategically, PVForecaster helps administrators forecast changes in demand and react accordingly (e.g. build more capacity, etc.)

The PVForecaster  business process design is a good example of how BI (and predictive analytics) applications should integrate with business processes.  In our case, rather than just accepting data and ’spitting’ out forecasts, users drive the system as follows:

1) A planner uses PVForecaster to develop a number of forecast scenaria for the hospital.  For example, what is expected to happen if we increase our advertising budget?  What if we reduce it?  What if our operating territory’s population increases by 2%?  Stays flat?  Decreases?

2) The planner uses the BI tool to  review these scenaria with hospital executives.  Together they decide which scenario will be the one that the entire hospital will work from.  They use a routine in the BI application to designate this as the ‘working assumption.’

3) Department managers from across the hospital are given access to the ‘working assumption’ forecast in the BI tool.  They can use the tool to slice and dice through this forecast along all the relevant dimensions (e.g. date, specialty, time of day, etc.).

4) Using this information, the department managers can plan accordingly.

Yes, we could analyze data and build forecasts without implementing this business process.  But, the tools may not ever get used.  They may become the unused toy of some isolated planner.  On the other hand, implement a business process wherein all the relevant parties have, and need, access to the BI tool to do their jobs and you’ve developed a powerful tool that will get used and will provide enormous value.

Do you have any other good examples of business process / business intelligence synergy?  Put them in your comments.  Thanks!

– Ben

Dataspace Profiled in “New” Newspaper

Last month Ann Arbor’s long established newspaper, the Ann Arbor News, shut down.  But, it was replaced with a web / twice weekly hard copy publication.  Little did I know that Dataspace would be one of the first companies profiled in the new business section.  To see what they have to say, click here.

I, also, wanted to add a little ’subjective’, business intelligence quiz here.  The answer is really open to interpretation so it will be interesting to see what people think.  The question is: What was the first business intelligence tool?  Why?

Feel free to add your opinion as a comment.

Thanks for following us!

– Ben

Selling Business Intelligence to the Business

Business executives already know our secret.  The best business intelligence systems are not about the system.  The best business intelligence systems are about the business.  Sometimes it’s up to us, as IT professionals, to remind ourselves of this reality.  When talking to a business executive, don’t use keywords like analytics, data mining or data warehouses.  Instead, talk to them about their business.

Ask them if they know which of their customers are the most profitable and which are actually draining resources.  Ask if they want to find ways to reduce the amount they spend in legal costs.  Ask if they want to be able to predict the future demand for their products and services, so they can match capacity and staffing levels accordingly.

As experienced IT professionals we know that the way to provide these answers is to use the data already being collected by organizations in their operational systems (like ERP, CRM) and present it in new, visually appealing ways, with Business Intelligence (BI) tools.  But, occasionally we need to remind ourselves that no matter how cool the technology (to us, even that first program we all wrote that displayed the words “Hello World” was really cool), that’s not what sells BI.

Executives appreciate technology, and many are quite savvy, but when it comes to how they spend their day, they’ve got problems to solve, opportunities to capitalize on, and stakeholders to please.  To them, the best systems are like dishwashers – tools that get a job done.  Executives are not interested in how the dishes get clean, just that they do get clean in a fast, reliable, budget-friendly way.

In other words, executives are interested in the benefits of BI, not how it gets delivered.  So, the next time you’re discussing BI with an executive, sell the benefits, not the tool.  Sell the value of sales force ranking, not the BI system.  Sell the patient volume forecast, not analytic algorithms.  Sell the ability to direct your valuable purchasing dollars to the lowest cost vendors, the ability to have your sales executives use their limited time to court the most profitable clients, the ability to gauge the effectiveness of your latest promotion… you get the idea.

I’ve gotten some great feedback on my Blog posts and I’d love to hear your input.  Feel free to add a comment or email me directly at btaub@dataspace.com.

Dataspace is now an Information Builders Partner!

Just a quick note here, a few weeks ago I wrote the IBI was a sensible player in the BI space that is sometimes overlooked in BI evaluations. Well, to follow that up, Dataspace has just joined the Information Builders (IBI) partner program. For more information, check out the link to the press release on our home page: www.dataspace.com.

Tying the BI tool to the user

Yes, a 747 and a Cessna can both be used to transport you from point A to point B but, isn’t the 747 a bit of overkill for the pilot who just wants to fly himself to the next airport for a $100 hamburger?  Well, in Business Intelligence (BI), many organizations buy a fleet of 747s when all they need is a few Cessnas – they buy tools that are powerful but overkill for most of their users.  A great example of this is when a company buys 7,000 licenses of an expensive, powerful OLAP tool, intending to outfit their entire staff with OLAP.  Is there a need for advanced online analytical processing (OLAP) in the company?  Almost certainly.  Are there 7,000 users who are going to slice and dice through their data?  Almost certainly not.

You can think about BI needs as a pyramid, small at the top and large at the bottom.  At the very top are a few analysts who use data mining tools to identify unexpected relationships and build predictive models by looking at huge data sets (Can you remember when the data mining companies were looking to put mining on every desktop?  Mining on every desktop?  Really?).

Just below the data miners is another, slightly larger, layer of folks who need to slice and dice through their data – the OLAP users.  These folks are looking for things like what products are selling well, in what regions and by which salespeople.

Next is the bulk of the pyramid – the folks in the field who are just trying to get their jobs done.  The folks who need BI to execute specific business processes: to see which customers receivables are over 30 days old; to see where maintenance crews have been assigned for the week; to do the actual day-to-day work of the company.  Do these folks need to slice and dice through huge quantities of data?  No.  These folks generally need a set of predefined reports which have a few flexible parameters for users to complete to specify exactly what data to report on.

While the major BI tool vendors sell their tools as allowing users to create their own reports and to slice and dice their data, the bulk of the pyramid never uses this capability.  Instead, when these tools are released to users they are released with libraries of pre-configured reports.  Most users never do more than use these reports or, occasionally, request new ones.

Once you understand this reality, you start to look at the concept of BI tool standards quite differently.  More on this in a future post.

Think you’re overbuying in BI?  Drop me a line.

– Ben

The Most Important 2% of Your Day

When you look at how Business Intelligence tools are marketed, you’d think that the secret to a wildly successful operation is to simply have executives sit at their desks looking at beautifully laid out dashboards, clicking here and there on charts, graphs, and gauges, drilling down, rolling up, and slicing and dicing their data. After all, that’s what the vendors of Business Intelligence systems portray in their marketing communications (and we’re guilty of using eye candy in our own materials, too).

I’m the CEO of a Business Intelligence consultancy. Organizing and presenting data in ways that enable business decisions is all that we’ve done for the 15 years since I founded Dataspace. Before that, I did it at MicroStrategy.  I’ve, even, co-authored three books on the topic.  Of all people, you might expect me to be sitting at my desk, slicing and dicing to my heart’s content. But you know what? I have a business to run. I’ve got to spend my time on attracting new clients, ensuring my team delivers flawlessly, and conduct a variety of back office functions from tracking payables and receivables to minimizing my overhead. And while we have implemented Business Intelligence tools at Dataspace to help me manage my operation, with the data collected, integrated and presented in a manner specific to my needs, I find I actually spend very little time using these systems. And typically for only two purposes: 1) to investigate a particular problem; 2) to check in once a week or so to see whether things are on track. I recently estimated how much time I spend using on these systems, and found I don’t spend more than an hour a week in them.

Do successful managers spend their days clicking around in BI systems?  I don’t think so.  Successful managers spend their time managing: making decisions and interacting with people – customers, employees, partners, suppliers, etc.  Well-designed BI systems quickly give managers a view of what’s going on – of what decisions they need to make and what conversations they need to have.  Well-designed BI systems get the answer across quickly and then get out of the way.

I’m proud that I use my system less than 2% of the time. After all, well-designed BI systems enable use of that 2% to identify the decisions that need to be made, and the conversations that need to be had with the other 98%.

Want to discuss?  Feel free to contact me at btaub@dataspace.com.– Ben