The Business Intelligence Guide
A Roadmap is a visual planning model used to demonstrate the alignment
of a sequential chain of business improvement projects to enterprise
strategic goals and objectives.
By assigning strategic business values to each improvement opportunity,
the program goals and objectives can be prioritized in terms of
the enterprise business requirements.
An Enterprise Data Warehouse [EDW] is a central repository for
significant enterprise data, that expands beyond any single department
or user group. It is based on the concept of “store once and
use many”. The development of an EDW tends to be ongoing,
through a series of iterations, to meet changing business needs.
Enterprise data warehouse roadmaps are a key improvement roadmap
in terms of the quality and completeness of data loaded to the EDW.
An EDW roadmap assists the business in staying focused its strategic
business values during each iteration, whilst visually connecting
and communicating the needs of the business to the data of the enterprise.
Due to the sheer size of developing an EDW, the business value
analysis can become very complex, and accrue to one ROI.
By using a roadmap, the impact of the change with each iteration
can be modelled, to help maximize the ROI.
Building a BIO Roadmap
The following high level process is used to build a Business Intelligence
Opportunity [BIO] Roadmap
- Identify and document the business vision, goals, and strategic
objectives. Ensure all goals are directly linked to a strategic
- Assign a relative weight from 1 to 7 for each goal.
- Combine the weight of all goals linked to a single strategic
objective and transfer the total weighting to the objective.
- Pass this ‘factored objective weight’ to the associated
business improvement opportunity [BIO].
- Analyse the business objective to identify the actions that
should be taken.
- Define the BIO objective - what business results will be realized
when the work is completed.
- Complete all BIO objectives to meet a strategic business objective
- Track completion in the planning model.
Note: A single BIO may contribute to several business strategic
The four parts of a BIO are:
- Financial value - identified via a business
- Knowledge value - of having information in
the data warehouse. As the data improves, supporting higher value/lower
cost actions, generating higher value return. This is also referred
to as information enabled value.
Analysis: Business Questions and Key Performance
When analysing a BIO, identify business questions and metrics to
be used to determine the planned success of our work. These business
questions and key performance indicators are linked to the supporting
Typical Business Questions
- What are the characteristics of a profitable customer x channel?
- Who are the highest revenue customers?
- What is the most profitable channel?
- What was the cost of acquisition x customer group x channel
x region x reseller?
- What is the lifetime value of each customer by ARPU?
- What is the average data usage per customer x rate plan?
- Revenue x Marketing Campaign
- ARPU – Average Revenue Per Customer Unit
- Profit Margin Per Customer x Service/Product
These BQ’s and KPI’s are related to the supporting
data in the Logical Data Model [LDM]. Unless all of the needed attributes
are sourced, the BQ or KPI is not valid. Therefore, the BQ or KPI
is not considered as information unless 100% of the needed attributes
are available. Throughout a program of work, or a series of project
iterations, the validity status of BQ's and KPI's change. It is
important that this change in status is tracked. A simple means
is using a grid identifying all BQs andKPIs, each square highlighted
using a color to identify the value of having the information in
the data warehouse, for instance: Red (0-49%) Yellow (50-74%), Yellow
green (75-99%), Dark green (100%)
As the data sources are enriched, EDW information improves, supporting
higher value/lower cost actions, generating higher value return.
This is referred to as information enabled value.
Typical Telco BI Opportunity Roadmap
|Key Telco Process
||BI Opportunity Objectives
||NW Usage Assurance
||Credit Risk Reduction
|Finance & Performance Management
||Finance Reporting & Analysis
||Financial Process Optimisation
||Enterprise Performance Management
||Operational Analysis and Reporting
|Network Asset Management
||NW Planning & Management
||NW Inventory Management
||Least / Best Cost Routing
||Supply Chain Management
||NW QoS Assurance
BI Opportunity Assessment
Each opportunity is assessed based on a defined framework of questions,
with key KPI's established to measure any improvement in the area.
For each BI Opportunity objective, key outcomes are established:
From the business answers to the questions and the data required
for KPI reporting, a data set requirement can be defined. This forms
the basis of the underlying Logical Data Model for that opportunity.
Data sources are then defined to provide all the data elements
required for the LDM.
Logical Data Model
The Teradata Communications industry LDM supplies attributes to
the business questions and analyses. The LDM is structured from
the business perspective as a set of subject areas.
Within each subject area are supporting entities.
Further decomposition of the entity exposes the attributes that
the IT staff will need to associate with the physical data model
and the related operational systems that will supply the data.
Typical Telco Data Sources
Customer & Products
CDR Processing OSS
Billing OSS [Detailed]
Billing OSS [Summarised]
Billing Error Logs
Project Work Orders
Website Access Logs
High-level enterprise goals and objectives > Associated BIOs
business questions > key performance Indicators > specific
data attributes needed to enable them.
The Complete Model
If the model was approached from the bottom up we would identify:
- What data are readily available from the enterprise operational
- What actionable information can be created.
- Which business questions and key performance indicators might
be available, based on sourced data.
These are not always available due to scope and ROI of the BI Project.
However, an integrated data model leverages each BI project for
exponential return. Progress along the roadmap incrementally sources
and loads operational data into the EDW data model.
The sequence of the roadmap iterations is based on a specific project
ROI and the additional data source requirements. By aligning and
managing the order of data sourcing to its value to the enterprise,
the roadmap is built. The roadmap is a live entity and must be flexible
to support changing priorities of the business.
The business return is exponential, as a critical mass of integrated
data evolves, and more users are able to leverage the value of the
BI Solutions For Telcos
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