The majority of large organizations have either already shifted away from using BI as just another back-office process and toward competing on BI-enabled information or are in the process of doing so. Businesses can no longer compete just on the cost, margins, or quality of their products and services in an increasingly commoditized global economy. Two kinds of companies will ultimately be more successful, prosperous, and profitable: 1) those with richer, more accurate information about their customers and products than their competitors and 2) those that have the same quality of information as their competitors but get it sooner. Forrester's Forrsights Strategy Spotlight: Business Intelligence And Big Data, Q4 2012 (we are currently fielding a 2014 update, stay tuned for the results) survey showed that enterprises that invest more in BI have higher growth.
The software industry recognized this trend decades ago, resulting in a market swarming with startups that appeared and (very often) found success faster than large vendors could acquire them. The market is still jam-packed and includes multiple dynamics such as (see more details here):
All ERP and software stack vendors offer leading BI platforms
. . . but there's also plenty of room for independent BI vendors
Departmental desktop BI tools aimed at business users are scaling up
Enterprise BI platform vendors are going after self-service use cases.
Cloud offers options to organizations that would rather not deal with BI stack complexity.
Hadoop is breathing new life into open source BI.
The line between BI software and services is blurring
Perhaps you’ve heard him in meetings — he is the one questioning your results. Perhaps you’ve seen him at his desk surrounded by tombs and tables in an effort to lower incremental sales calculations — he calls it reducing bias. Perhaps you’ve hoped he will not be assigned to your project — he delivers lower lift estimates than his peers. He is the measurement curmudgeon.
How do you detect if a measurement curmudgeon resides in your office? Listen for the following clues/questions:
Is that control group really comparable to the experimental group? Isn’t it biased toward less engaged customers and inflating your measured lift?
Wasn’t that concurrent with our fall promotion? Isn’t that event likely accounting for most of your positive results?
Haven’t sales been trending up? Did you incorporate that trend into your analysis?
Rather than going with the usual, ubiquitous, and often (yawn) repetitive “top 10 BI predictions” for the next year, we thought we’d try something different. After all, didn’t the cult movie Highlander prove beyond the shadow of a doubt that “in the end there will be only one”? And didn’t the Lord Of The Rings saga convince us that we need one prediction “to rule them all”? The proposed top BI prediction for 2014 rests on the following indisputable facts:
Business and IT are not aligned. Business and IT stakeholders still have a huge BI disconnect (after all these years — what a shocker!). This is not surprising. Business users mostly care about their requirements, which are driven by their roles and responsibilities, daily tasks, internal processes, and dealings with customers (who have neither patience nor interest in enterprises’ internal rules, policies, and processes). These requirements often trump IT goals and objectives to manage risk and security and be frugal and budget minded by standardizing, consolidating, and rationalizing platforms. Alas, these goals and objective often take business and IT in different directions.
Requirements are often lost in translation. Business and IT speak different languages. Business speaks in terms of customer satisfaction, improved top and bottom lines, whereas IT speaks in metrics (on a good day), star schemas, facts, and dimensions. Another consideration is that it’s human nature to say what we think others want to hear (yes, we all want our yearly bonus) versus what we really mean. My father, a retired psychiatrist, always taught me to pay less attention to what people say and pay more attention to what people actually do — quite handy and wise fatherly advice that often helps navigate corporate politics.
I regularly hear CIOs and IT suppliers discussing the “four pillars” of cloud, social, mobile, and big data as if they’re an end in themselves, creating plenty of buzz around all four. But really, they’re just a means to an end: Cloud, social, mobile, and big data are the tools we use to reach the ultimate goal of providing a great customer experience. Most CIOs in Australia do understand that digital disruption and customer obsession are the factors that are changing their world, and that the only way to succeed is to embrace this change.