PRELIM: REVIEWER IN BIA structured data and are included as examples of

Lesson 1: Business Intelligence in the Era of Big Data the variety of data that collectively constitute big
and Cognitive Business data.

Data vs. Information Cognitive business

➢ The use of structured and unstructured data and
Business intelligence (BI) highly sophisticated analytical techniques to
➢ An umbrella term that encompasses provision of identify, evaluate, and recommend business
relevant reports, scorecards, dashboards, email courses of actions. Related terms include
alerts, pre-structured user-specified queries, ad artificial intelligence and machine learning.
hoc query capabilities, multi- dimensional
analyses, statistical analyses, forecasts, models, Data warehouse
and/or simulations to business users for use in ➢ A specialized database used to store important
increasing revenues, reducing costs, or both. business information about transactions,
products, customers, channels, financial results,
Analytics performance metrics, and other business
➢ A subset of BI and an umbrella term that information over multiple years so that the
encompasses provision of relevant statistical business information can be easily and
analyses, forecasts, models, and/or simulations consistently used to improve business results.
to business users for use in increasing revenues,
reducing costs, or both.
THE HYPE AROUND BI, BIG DATA,
Big data ANALYTICS,
➢ Large amounts of rapidly generated pictures, AND COGNITIVE BUSINESS
video clips, location (geospatial) data, sensor
data, text messages, document images, web logs, 1. It might be hype if. . . the smartest, most
and machine data traditionally captured and used experienced business people at your company
by social media and Internet-based businesses cannot explain very specifically how having better
and more recently being leveraged by early information and analyses would enable the company
adopter mainstream businesses. to capture incremental revenues and/or reduce
expenses.
Big data analytics
➢ Analysis of stored big data content of various The “true North” by which to navigate the hype is
kinds to supplement BI and traditional analytics whether or not there is a clear, concrete connection
for use in increasing revenues, reducing costs, or between a proposed use of BI and an important company
both. Also useful for nonbusiness uses, such as business process that makes a difference to customers
public safety and national defense. and company economics.

Structured data Better information typically means transactional history,

➢ The typical business data used by companies for product or service holdings, plus customer demographic
decades—represented as numerical values, information about each and every individual customer,
calculated measures and metrics, and business automatically available on a daily basis, and organized
facts such as financial results, customer for reuse across the company on a daily, weekly,
characteristics, factory output, or product monthly basis whenever such information is needed to
characteristics and which has been typically run the company and improve
stored in relational databases. profits.

2. It might be hype if. . . there is a big gap between the

visionary and poetic language being used to describe
benefits of a BI, big data, or cognitive business
Unstructured data product offering and the actual products and services
➢ Digital content such as pictures, video clips, text being sold.
messages, document images, and web logs.
“Unstructured data” is substantially equivalent One prominent vendor known for flashy ads aimed at
to “big data”—but differs in that sensor data, business executives submitted a proposal that:
location data, and machine data are typically
• was mostly about selling licenses for commodity BI While there is some tailoring of the products to
tools that have been on the market for over a decade. industries and/or job functions, these products are simply
• hoped to sell some 2000 full-featured BI tool licenses pre-packaged capabilities that have the potential to help
to a company that was not likely to need that many companies leverage business information and analytics
licenses for years to come, if ever. to create business value.

The business benefits being touted were couched in That “out of the box” potential means nothing without
high-level business terms like agile business and intelligent use of the potential to create incremental
customer intimacy, but what was being sold was a revenues and/or reduce or optimize expenses. Vendors
package of canned reports with little connection to the are sophisticated at convincing business executives and
business benefits being claimed. managers that their “solution” reduces risk, speeds up
time to value, and creates competitive advantage—out of
3) It might be hype if. . . you’re being sold a race car and the box and without any customization. In other words,
your company is just learning to ride a bike. When it their product is a silver bullet for solving all manner of
comes to BI, big data, analytics, and cognitive business, complicated business challenges.
even the most successful companies in many industries
are just starting to move up the maturity curve. 6) It might be hype if. . . a technology vendor conveys
the idea that all one needs to do is buy their product and
4) It might be hype if. . . the topic is big data, big data the company will obtain benefits like improved profits.
analytics, or cognitive business. The “next big thing” in BI, analytics, big data, and cognitive business need to be
BI comes along every couple of years and then fizzles. business-driven initiatives, not technology-driven.
Pushed by big consulting firms, big vendors, and
prominent analyst firms, these latest concepts are all the If a company can develop a clear vision and concrete
rage at a given point in time. strategy for leveraging business information and
business analyses, the technology piece can be figured
In real world practices: out and is generally low-risk if one uses tools that have
been around for a long time.
● Many successful big companies haven’t even There is no substitute for aligning BI, analytics, big data,
leveraged regular data yet, let alone big data or and/or cognitive business applications with core business
cognitive computing; process, managing process and cultural change, and
● The most valuable data for BI and analytics are driving adoption of the applications by business users.
generally the common, mundane transactional
data, customer data, and financial data that A BUSINESS VIEW OF BIG DATA
companies have had for years—data that is the
key to understanding the economic performance Data volume.
of the company and what drives it; ➢ There is no argument that the Internet and the
social media revolution have spawned vast
In real world practices: amounts of new kinds of data. And new
technical approaches to storing and managing
● Big data in the form of unstructured digital these vast volumes of new data have evolved to
content such as pictures, video clips, text make the cost of keeping that data much less
messages, and document images is of unproven expensive. So, we can store big data cheaply, but
value in many traditional (non-Internet based) the “garbage in, garbage out” maxim still
companies; applies. From a business perspective, what is
● Many traditional companies do not generate important is determining the utility of that data
unstructured digital content in the normal course for creating
of their business, though marketers are starting business value.
to leverage web and social media data. Data velocity.
➢ More broadly, the explosion of social media
5) It might be hype if. . . you hear the term “out of the activity and Internet commerce means that there
box” in relation to any BI, analytics, big data, or are hundreds of millions of pieces of data
cognitive business software product or service. Software created every second.
vendors design standard products that they hope to ➢ From a business perspective, what is important
license to millions of users. is determining whether and
how high data velocities are relevant and useful
for creating business value.
 that content will be used to increase revenues,
Data variety. reduce costs, or both.
➢ What is supposedly new with big data is the
capture and storage of unstructured data or semi
structured data—all of it digital but much of it
not really “data” in the traditional sense of the LESSON 2: BUSINESS DATA THAT PROVIDES
word. The pictures, video clips, text messages, ANALYTICAL PERSPECTIVE
document images, and web logs stored today
could arguably be called “content” or “digital
content” rather than data. In fact, in the Reports
document management and workflow worlds,
many of these types of unstructured data are It is an account or statement describing in detail an
considered content. event, situation, or the like, usually as the result of
observation, inquiry, etc.
From a business perspective, what is important is
determining how these various forms of “big data Types of Reports That Business Analysts Need to Learn:
content” can be used to create business value.
General Reports;
As to the business importance of big data, we might Aggregate Reports
reasonably point out that:
Dashboard Reports.
● New varieties of digital content will be
important if they can be used to increase
revenues, reduce costs, or both—and this will General Reports
depend on industry-specific and company-
specific factors; These are the most commonly used type of reports. They
● Increased volumes of digital content will use an Excel-like design pattern that supports unlimited
be important if the content can be used expansion of rows and columns, multiple sheets, and
to increase revenues, reduce costs, or cross-sheet calculations and so on. Users can use general
both—otherwise one could be spending reports for parameter query, data entry, chart design, etc.
money to store ever-increasing volumes
And general reports can be divided into detail report,
of
grouped report, crosstab report, column report, query
trash.
● Increased velocities of digital content report, data entry report, etc.
will be important if the content can be
used to increase revenues, reduce costs,
or both and its utility for doing so is Business Scenarios
time-dependent—otherwise one could
be spending money to accumulate trash The general reports can replace all kinds of traditional
more quickly. reports made by Excel in the enterprise, greatly reducing
production time. And the reports can be viewed on the
web thanks to B/S (browser/server) structure.

Evaluation of Business Intelligence:

Types of General Reports:
● Alignment with any ongoing enterprise, business
unit, or functional uses of BI; Basic Reports;
● What a big data content—pictures, video clips,
location (geospatial) data, sensor data, text Query Reports;
messages, document images, web logs, and
Data Entry Reports.
machine data—can be used to increase revenues,
reduce costs, or both;
● Whether to invest in capturing and storing big
data content “on the Basic Reports
come”—by which I mean ahead of any clear
idea of exactly how Basic reports are divided into detail reports, grouped
reports, crosstab reports, and other basic table samples.
They support flexible formula calculation, such as YOY A big problem with traditional reports, such as Excel
(Year-Over-Year), MOM (Month-Over-Month), reports, is that if you adjust the row height or column
ranking, proportion as well as printing and exporting width of a cell, the entire row in which it is located or
offline files. the other cells in the entire column will be affected. In
this case, it is very difficult for us to make complex
reports with irregular table style, or inconsistent cell row
heights. Although in some scenarios this can be achieved
by continually merging or splitting cells, the workload is
really too large.

Query Reports Dashboard Reports

In most cases, we do not need a report to present all the These are developed to solve business decision-making
data in the database, but to filter the data we want problems. Different from the tabular interface of the
according to some conditions, which is called the general report, the dashboard report adopts the canvas-
parameter query. like operation interface. By simple drag and drop
operation, a powerful and comprehensive “management
cockpit” can be constructed. Different data can be
integrated on the same page, displaying various business
indicators to achieve multi-dimensional analysis of data.

Data Entry Reports

Dashboard reports have many features.
In the traditional sense, the report is to solve the problem
of data presentation, that is, to take the data out of the Applicable to all kinds of display screens: PC, Tablet
database and display it in various formats, and to export PC, mobile phone, TV, large screen and other types of
or print the displayed results. However, in the actual terminals.
operation of enterprises, business staff not only need to
view the data but also need to carry out some editing More visual elements: There are many visual
operations, such as adding, modifying and deleting some components such as tables, graphics, controls, etc.,
of the data. Such reports are called data entry reports. which can be freely matched and made into a variety of
reports.
Component linkage analysis: Components can be linked
to analyze. As long as you click on a component, the
associated component will automatically trigger data
loading.
Data monitoring and periodic refreshing: The data in the
Aggregate Reports background can be intelligently detected and compared,
and the foreground can update the data in time.
It refers to a report containing multiple modules, each of
which is similar to a single report or a chart. And the Auto carousel: Dashboard report supports the carousel of
modules are relatively independent and do not affect different chart styles on the same position and carousel
each other. So it can solve the problem of making of multiple tab pages.
irregular large reports.

Business Scenarios
Business Scenarios
In the traditional report design interface, it is
cumbersome to freely match different forms, graphics,
controls, etc. on one page. Dashboard reports provide a other expenses without having to give up quality and
simple and efficient way to design and quickly build a efficiency.
business dashboard.

III. Score Cards

II. MULTIDIMENSIONAL ANALYSIS
It is a report that shows the current activity of the
Multidimensional analysis is a resource that allows you organization in comparison to planned goals or
to assess your company’s data from different points of outcomes. Using Key Performance Indicator, you can
view. monitor business progress by comparing current values
and statuses against defined targets. You can further
For this reason, the information is organized by
define goals and strategies for your organization by
hierarchy, in order to make the study of these data easier.
plotting the trajectory of the Key Performance Indicator
As such, we understand that a hierarchy is part of the
with future defined targets.
different levels that make up a dimension, which is
nothing more than an analysis unit.
It allows the manager to cross one or more dimensions.
A clear example of this is the development of a product
Benefits of using scorecards
that meets the needs of the public in a given region and,
after its release, the possibility of analyzing the time it You can track progress toward predefined goals and
takes to sell it. continuously improve business strategies.
You can accurately monitor business results using KPIs
to revise business performance goals.
II. MULTIDIMENSIONAL ANALYSIS
In other words, by checking the way in which
multidimensional analysis organizes data, the manager is When to use scorecards
able to identify which products sold the most within a
certain period, in which region it had the best output, and Suppose you have a sales target for the next fiscal year.
which sales channel was used to generate this return. You can use a scorecard where you define KPIs and
update them periodically, such as monthly or quarterly.
The access to this information ensures a more accurate This allows you to focus on your long-term goal by
view of the company’s real situation. The advantage of comparing it to the current sales number. If you’re not
this tool is the ability to identify failures and making adequate progress, the scorecard will make it
improvements in the management system, in addition to apparent, empowering you to take necessary actions to
providing quick answers to unexpected situations. achieve the long-term sales goal.
In the manufacturing or fabrication industry, you can use
a scorecard to measure the amount of waste generated
How can multidimensional analysis be used in company
periodically to improve production practices.
costs?
The use of multidimensional analysis is essential to
ensure a more efficient cost management. This is IV. Advanced Analytics
because it will help you determine the company’s
profitability, as it takes into account all your expenses It provides businesses with a way to operationalize and
and costs. That is, it crosses dimensions related to the get more value from data assets. It can include the use of
product, the customer, the demand, the region, etc. predictive analytics or recommendation engines. It
represents a potential way for many businesses to extract
Through this action, you have in your hands a complete value from their data, whether that be data stored in a
and accurate report on the company’s real financial data warehouse or real-time data generated by business
situation, with the advantage of being able to identify operations.
expenses that can be eliminated and, above all, reduce
Businesses that employ advanced analytics tools are able Where traditional analytics and BI tools fail to hold up,
to build upon knowledge discovery to inform the advanced analytics positions companies toward future
likelihood of future events, providing greater confidence success.
for more repeatable business results. Advanced analytics
solves the more complex business problems that
traditional rearview BI reporting cannot. Benefits of Advanced Analytics:
Predict the Future: Organizations that use advanced
analytics can act quickly and with a greater degree of
The following capabilities are included under the
confidence about future outcomes. It enables
umbrella of advanced analytics:
organizations to make data-driven decisions and gain
Predictive Analytics: Data analytics used to make deeper insights on market trends, customer preferences,
predictions concerning future business outcomes, based and key business activities. Implementing advanced
upon historical data and using statistical modeling analytics allows businesses to to assess market
(regression models) and machine learning (ML) conditions faster and react to changes before their
techniques. competitors, gaining a significant advantage.
Clustering: Data clustering is the process of grouping Reduce Risks: With more accurate predictions from
things together based on similarities between the things advanced analytics, businesses can avoid making costly,
in the group. risky decisions based upon inaccurate predictions.
Advanced analytics provides businesses with a
Calculations: Different calculation tools like
comprehensive understanding of the business, past,
aggregations on visualizations, expressions, and more
present, and future, to better identify and manage risk.
can be used in advanced analytics.
Anticipate and Solve Problems: Advanced analytics can
help companies solve challenges that traditional BI can
The following capabilities are included under the not. Based on likelihood, it can prescribe actions to
umbrella of advanced analytics: result in better business outcomes.

Statistical Features: It’s important to have statistical

features in order to perform advanced analytics,
including clustering, box plots, comparison circles, and
relationships between categorical variables (Chi-square).
Machine learning: Machine learning algorithms learn
from the data to produce detailed models that can
identify complex patterns and make highly accurate
predictions. They are well suited to use cases such as
micro-segmentation, personalization, root cause analysis
of complex processes, fraud detection, and customer
churn.

Why Is Advanced Analytics So Important Today?

With huge amounts of data being generated every day,
businesses are looking for new ways to take advantage
of all that data. Advanced analytics helps companies to SUCCESS AND INDUSTRY VIEW OF BUSINESS
do that. It enables companies to optimize their INTELLIGENCE IN SOME ORGANIZATION
operations and innovate to gain a competitive advantage.
With better customer analysis, predictive analytics, and
statistical modeling, advanced analytics is helping Real-World Examples of Business Intelligence at Work:
companies to improve decision making and keep pace
with extremely competitive, quick-changing markets.
1. [Link]: BI Increases Company Revenue.
Solution: Managers and executives used business
[Link] is the leading internet shopping mall in Korea intelligence tools to create standard and ad hoc reports.
with 13 million customers.
Results: Company executives and managers now have
Challenge: With more than 1 million site visitors daily, instant access to the business data they need to act
company executives wanted to understand why proactively. They can create custom dashboards with
customers abandon shopping carts. KPIs relevant to their areas of focus and share the goals
and performance details with their teams without having
Solution: The assistant general manager of the marketing to request a custom report from IT.
planning team implemented customer experience
analytics, the first online behavioral analysis system
applied in Korea. The manager used the information to Real-World Examples of Business Intelligence at Work:
understand customer behavior and implement targeted
marketing and transform the website. 4) Sabre Airline Solutions: BI Accelerates Business
Insights
Results: With the insights from the new BI analytics
program, there was an increase in customer loyalty after Sabre Airline Solutions provides booking tools, revenue
one year and an increase of $10 million in sales. The management, web and mobile itinerary tools, as well as
changes came from identifying the causes of shopping other technology, for airlines, hotels and other
cart abandonment, such as a long checkout process and companies in the travel industry.
unexpected delivery times and remedying the situation.
Real-World Examples of Business Intelligence at Work: Challenge: The travel industry is remarkably fast paced.
And Sabre's clients needed advanced tools that could
2) Cementos Argos: BI Improves Financial Efficiency provide real-time data on customer behavior and actions.

Cementos Argos is a cement company with operations in Solution: Sabre developed an enterprise travel data
the U.S., Central and South America and the Caribbean. warehouse (ETDW) to hold its enormous amounts of
data. Sabre executive dashboards provide near real-time
Challenge: The company looked for an overall insights in user-friendly environments with a 360-degree
competitive advantage and a way to support better overview of business health, reservations, operational
decision-making. performance and ticketing.

Solution: Cementos Argos created a dedicated business Results: The scalable infrastructure, graphic user
analytics center. The company invested in experienced interface, data aggregation and ability to work
business analysts and data science teams and used BI to collaboratively have led to more revenue and increased
leverage data. client satisfaction.

Results: The company standardized the finance process Real-World Examples of Business Intelligence at Work:
and applied big data to gain more in-depth insight into
customer behavior which yielded a higher profitability 5) Spear Education: BI Streamlines Internal Processes
level. and Workflow

Real-World Examples of Business Intelligence at Work: Spear Education is a leader in continuing education for
dentists.
3) Baylis & Harding: BI Provides Decision Making
Process Support Challenges: Spear's phone system was lacking
functionality that could make its customer service reps
Baylis & Harding is a wholesale distributor specializing work more efficiently and provide better customer
in world-class toiletries and gift sets found in major and service. For example, their phone system didn’t record
independent resellers. calls and wasn’t connected to a customer relationship
management (CRM) tool.
Challenge: The company needed to give managers and
executives greater visibility into financial, customer and Solution: After some research, Spear connected its call
sales data to make better decisions and expand the center software with its BI solution to maintain more
business.
thorough customer interaction records and provide a metrics to find ways to optimize processes.
complete view of customer interactions. Business intelligence can also ensure that
service level agreements are met and help
Results: After implementing a new solution for their improve distribution routes.
contact center, Spear increased agent efficiency and
saved the company 35 hours of rep time per week.
Human Resources:
Spear's agents now reinvest that time by placing 4,000
more outbound calls every week.  Today, human resources are one of the most
principal functions of an organization. The
number of applications, workforce management,
INDUSTRY VIEW OF BUSINESS INTELLIGENCE. recruitment processes, and the analysis of staff
has risen to the point where manual screening
Data scientists and analysts:
and optimizing processes is no longer possible.
 Analysts are BI power users, and they Keeping the ‘human’ aspect of a company
use centralized company data paired healthy and productive while welcoming the
with powerful analytics tools to best candidates for the advertised position are
understand where opportunities for crucial elements of success. Business
improvement exist and what strategic intelligence can upscale all of these processes
recommendations to propose to with advanced analytics and visualizations that
company leadership. will enable each member of the team to see a
clear overview of the state of human resources.
Finance:
 By blending financial data with
operations, marketing and sales data,
FACTORS THAT INFLUENCE THE IMPORTANCE
users can pull insights from which
decisions can be acted upon and OF BUSINESS INTELLIGENCE.
understand factors that impact profit and
loss.
Marketing: 1. The number of individual customers a company
 Business intelligence tools help serves.
marketers track campaign metrics from 2. The number of products or services a company
a central digital space. BI systems can offers.
provide real-time campaign tracking,
measure each effort’s performance and 3. The number of suppliers from whom a company
plan for future campaigns. This data obtains products or services.
gives marketing teams more visibility
into overall performance and provides 4. The number of geographies in which a company
contextual visuals for sharing with the operates.
company.
5. The number of business units a company has.
Sales:
6. The variability of the demand for a company’s
 Sales data analysts and operation
products or services.
managers often use BI dashboards and
key performance indicators (KPIs) for 7. The number of industries in which a company
quick access to complex information operates.
like discount analysis, customer
profitability and customer lifetime 8. The position of the company in the supply chain.
value. Sales managers monitor revenue
targets, sales rep performance along 9. How competitors are using BI to an advantage.
with the status of the sales pipeline
LESSON 4: BUSINESS INTELLIGENCE
using dashboards with reports and data
OPPORTUNITY ANALYSIS
visualizations.
Operations: Some things to remember:
 To save time and resources, managers can
access and analyze data like supply chain
To create value, investments must increase net after-tax The goal of BI Opportunity Analysis is to align
cash flows into the business. business strategies, functional strategies, business
processes, and potential investments in BI—which we
Companies spend millions to provide information and
call BI Opportunities, or BIOs for short.
analyses (BI) for running the business and improving
results.
A business strategy is an outline of the actions and
decisions a company plans to take to reach its goals and
Business Intelligence Opportunity Analysis provides
objectives.
the economic rationale and business case for investing in
Business Intelligence. The primary assumption is that ➢ A business strategy defines what the company needs
strategies and financial results are realized through to do to reach its goals, which can help guide the
business processes, and Business Intelligence can be decision-making process for hiring as well as resource
leveraged to improve business processes. allocation.

KEY CAPITAL BUDGETING QUESTIONS: A functional strategy, also known as a “departmental

strategy”, concerns each organizational function, and
➢ What is the general nature of the proposed
how that organizational unit or division assigned that
investment? function will achieve its strategic objectives (a part of
the business/ competitive strategy). It generally does this
➢ How does the proposed investment relate to our by improving or maximizing efficiency and productivity
within the functional unit.
business strategy?

➢ In what ways, if any, will the proposed

A business process is a series of steps performed by a
investment improve our competitive posture? group of stakeholders to achieve a concrete goal. Each
➢ Which of our business processes will be step in a business process denotes a task that is assigned
to a participant. It is the fundamental building block for
impacted by the proposed investment, and how several related ideas such as business process
management, process automation, etc.
much change will be involved?

➢ How much must be invested to realize the

Once we have identified and documented BIOs, we have
proposed opportunity? a business-driven rationale for investing in BI and a
How long until the investment breaks even? hypothesis for how the investment will generate an
economic return.
➢ What is the total expected return on the

investment?
BI Opportunity Analysis differs from a “data subject”
➢ How much time must our business and IT approach because it identifies specific BI applications
that aim to impact specific business processes in defined
people invest over what timeframe? ways that generate targeted economic results.
➢ How much risk does the proposed

investment entail, and what is the nature of

the risk or risks?

➢ What are the critical success factors and how well are BI Opportunity Analysis is to develop answers to the
we prepared to meet them?
following questions:
➢ What business information do we need? ➢ What reveals what business processes are important to
business analyses do we want to be able to do using the measure, manage, and improve.
business information?

➢ What business decisions do we want to support using A strategy map is a means of aligning business
the business information and analyses? strategies, goals and objectives with:
➢ Which core/key business processes would be (1) The company’s value propositions for its customers;
improved by leveraging better information and more
robust analyses? (2) The internal business processes through which

➢ What would be the potential business/economic customer value propositions are achieved;
impact of improving those business processes? (3) The internal processes by which the company
➢ How much change to people, process, and technology develops itself and its people.
would be involved?

➢ How long will it take to recover our investment and

BIO should be documented:
start to create value?
BI Opportunity Analysis results in identification of
BIOs. Each individual BIO should be documented in a
INDUSTRY RESEARCH. concise fashion that presents a qualitative business case
for investing in the BI required to realize the BIO. The
➢ Industry research is used to gain insight into industry format for documenting BIOs is flexible and should be
drivers and how companies compete. tailored to your company’s style.
➢ Company research is used to gain insight into a
company’s business strategies. Interviews with business
PARTS OF BIOS DOCUMENTATION:
leaders, managers, and analysts are used to validate
industry and company research, to identify key ➢ Bio Name;
processes, and to brainstorm BIOs.
➢ Scope;

BI Opportunity Analysis can also be done using ➢ Value Proposition;

structured group and /or individual interviews with ➢ Informational and Analytical Capabilities;
executives, managers, and business analysts.
➢ Gaps with Current State;
Ideally, interviews should be with business people from
all core business units and business functions and should ➢ Alignment to Business Units and Business
include company executive management, their direct
reports, middle managers, and business analysts who are Processes.
“close to the data.”
To make best use of time, it helps if the
USE OF UNSTRUCTURED DATA IN BUSINESS.
interviewer/facilitator has done industry and company
research ahead of time. Some businesses generate unstructured data as part of
their basic business models and thus they already have it
—think Facebook, Google, Twitter, etc. If your
company doesn’t generate unstructured data as a matter
of course, where would you get it and what kind would
you buy for what business purpose?
A Strategy Map communicates how a company intends
to compete and achieve economic results—and thus it