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Organizations are capturing exponentially larger amounts of data than ever, and now they have to figure out what to do with it. Using analytics, you can harness this data, discover hidden patterns, and use this knowledge to act meaningfully for competitive advantage. Suddenly, you can go beyond understanding "how, when, and where" events have occurred, to understand why and use this knowledge to reshape the future. Now, analytics pioneer Tom Davenport and the world-renowned experts at the International Institute for Analytics (IIA) have brought together the latest techniques, best practices, and research on analytics in a single primer for maximizing the value of enterprise data. Enterprise Analyticsis today's definitive guide to analytics strategy, planning, organization, implementation, and usage. It covers everything from building better analytics organizations to gathering data; implementing predictive analytics to linking analysis with organizational performance. The authors offer specific insights for optimizing supply chains, online services, marketing, fraud detection, and many other business functions. They support their powerful techniques with many real-world examples, including chapter-length case studies from healthcare, retail, and financial services. Enterprise Analyticswill be an invaluable resource for every business and technical professional who wants to make better data-driven decisions: operations, supply chain, and product managers; product, financial, and marketing analysts; CIOs and other IT leaders; data, web, and data warehouse specialists, and many others.
THOMAS H. DAVENPORT, (Cambridge, MA) co-founder and Director of Research of the International Institute for Analytics, a world renowned thought leader and executive advisor on analytics. His book, Analytics at Work: Smarter Decisions, Better Results, was named a must-read for 2010 by CIO Insight. Davenport holds a Ph.D. from Harvard University, taught at Harvard Business School, and led research centers at McKinsey and CSC. He is President's Distinguished Professor of Information Technology and Management at Babson College; senior advisor, Deloitte Analytics, Deloitte Touche Tohmatsu; and member, Board of Sponsors, MIT Center for Information Systems.
Table of Contents
Foreword and Acknowledgments xii Jack Phillips About the Authors xiv Introduction: The New World of Enterprise Analytics Thomas H. Davenport
Part I: Overview of Analytics and Their Value Chapter 1 What Do We Talk About When We Talk About Analytics? 9 Thomas H. Davenport
Chapter 2 The Return on Investments in Analytics 19 Keri E. Pearlson
Part II: Application of Analytics Chapter 3 Leveraging Proprietary Data for Analytical Advantage 37 Thomas H. Davenport
Chapter 4 Analytics on Web Data: The Original Big Data 47 Bill Franks
Chapter 5 The Analytics of Online Engagement 71 Eric T. Peterson
Chapter 6 The Path to “Next Best Offers” for Retail Customers 83 Thomas H. Davenport, John Lucker, and Leandro DalleMule
Part III: Technologies for Analytics Chapter 7 Applying Analytics at Production Scale 97 James Taylor
Chapter 8 Predictive Analytics in the Cloud 111 James Taylor
Chapter 9 Analytical Technology and the Business User 123 Thomas H. Davenport
Chapter 10 Linking Decisions and Analytics for Organizational Performance 135 Thomas H. Davenport
Part IV: The Human Side of Analytics Chapter 11 Organizing Analysts 157 Robert F. Morison and Thomas H. Davenport
Chapter 12 Engaging Analytical Talent 179 Jeanne G. Harris and Elizabeth Craig
Chapter 13 Governance for Analytics 187 Stacy Blanchard and Robert F. Morison
Chapter 14 Building a Global Analytical Capability 203 Thomas H. Davenport
Part V: Case Studies in the Use of Analytics Chapter 15 Partners HealthCare System 215 Thomas H. Davenport
Chapter 16 Analytics in the HR Function at Sears Holding Corporation 233 Carl Schleyer
Chapter 17 Commercial Analytics Culture and Relationships at Merck 241 Thomas H. Davenport
Chapter 18 Descriptive Analytics for the Supply Chain at Bernard Chaus, Inc. 249 Katherine Busey and Callie Youssi