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Analytics: The Widening Divide
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MIT Sloan Management Review
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Analytics: The Widening Divide
1.
In collaboration with RESEARCH
REPORT FALL 2011 FINDINGS FROM THE 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT Analytics: The Widening Divide
2.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 1: Creating a Competitive Advantage The ability of organizations to create a competitive advantage with analytics has surged in the past 12 months. 2011 58% 2010 57% 37% increase Percentage who rated as “substantial” or “significant” (4 or 5 on a five-point scale) the level that information and analytics is able to create a competitive advantage for their organization within their industry or market © Massachusetts Institute of Technology, 2011
3.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 2: Analytics Sophistication Assessment Analytics competencies can be assessed by analyzing key attributes as they relate to the organization, including leaders’ reliance on fact-based decision making. © Massachusetts Institute of Technology, 2011
4.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 3: Increasing Competitive Advantage The ability of organizations to create a competitive advantage with analytics has surged in the past 12 months. 2011 80% Transformed 2010 65% 23% increase 2011 63% Experienced 2010 38% 66% increase 2011 37% Aspirational 2010 39% 5% decrease Percentage who cited a competitive advantage using analytics © Massachusetts Institute of Technology, 2011
5.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 4: Increasing Analytic Integration Into Strategy and Operations The rate at which Transformed and Experienced organizations have integrated analytics into their core business strategies and operations during the past year indicates that the competitive and performance gaps between these organizations and Aspirational organizations will continue to widen. Transformed 70% Experienced 55% Aspirational 34% Percentage who reported their organization had increased the level to which analytics and information was integrated into the business strategy and day-to-day operations in the past 12 months © Massachusetts Institute of Technology, 2011
6.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 5: Reliance Customer Enhance customers’ overall experience Percentage who on Analytics indicated their The majority of Optimize the match of organization relies sales reps to customers on data and organizations rely on analytics to execute Define marketing these activities (4 or analytics to make campaigns 5 on a scale ranging from 1=Intuition/ decisions about Identify target Experience to customers 5=Data/Analytics) financial and operational activities, Human Allocate employees’ time and efforts Resources Transformed but even Transformed Experienced Evaluate employee organizations have performance Aspirational room to increase the Strategic Establish organizational strategic objectives use of analytics in Develop/refine new other areas. products or services Majority of Respondents Operational operational Streamline processes Manage supply chain or logistics Allocate Financial annual budget Establish financial forecasts 0 20% 40% 60% 80% Percentage of respondents © Massachusetts Institute of Technology, 2011
7.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 6: Focused on the Need for Speed in Decision Making An intense level of focus on the speed of making decisions is one Transformed 72% area where Transformed 49% Experienced organizations are using analytics. Aspirational 22% Percentage who exhibited an intense level of focus on the speed of decision making, assessed by analyzing a series of questions © Massachusetts Institute of Technology, 2011
8.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 7: Focused on Identifying and Managing Enterprise Risks The vast majority of Transformed organizations are intensely focused on using analytics to better address enterprise risks. Transformed 86% Experienced 6% Aspirational 0% Percentage who exhibited an intense level of focus on using analytics to better understand and manage enterprise risks, assessed by analyzing a series of questions © Massachusetts Institute of Technology, 2011
9.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 8: Focused on Customers Transformed organizations are intensely focused on using analytics to create personalized relationships with customers. Transformed 62% Experienced 49% Aspirational 34% Percentage who exhibited an intense level of focus on using analytics to better understand and connect with customers, assessed by analyzing a series of questions © Massachusetts Institute of Technology, 2011
10.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 9: Analytics Competencies Organizations must master three analytics competencies to achieve competitive advantage. © Massachusetts Institute of Technology, 2011
11.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 10: Key Characteristics of a Transformed Organization Transformed organizations rate themselves as highly effective at each of the key characteristics, represented by the percentages. Ability to analyze data 78% Ability to capture and aggregate data 77% Percentage of Transformed Culture open to new ideas 77% organizations rating themselves Analytics as a core part of business strategy and operations as highly 72% effective at each Embed predictive analytics into processes of the key 66% characteristics Insights available to those who need them 65% 0 20% 40% 60% 80% 100% Percentage of Transformed organizations © Massachusetts Institute of Technology, 2011
12.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 11: Paths to Transformation Experienced organizations take either a data-centric enterprise-driven path or a skills-and-tools centric path on their journey toward analytic transformation. Enterprise High Transformed driven Collaborative path Information Data-oriented management Experienced culture proficiency Specialized path Line-of- Low Aspirational business driven Low Analytic skills and High tools proficiency © Massachusetts Institute of Technology, 2011
13.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 12: Observed Competency Levels Each path to transformation has unique strengths and weaknesses in the three competencies, which pinpoint areas for improvement and investment. Observed competency levels Information management Specialized Collaborative Solid information foundation Standardized data management practices Insights available and accessible Analysis skills and tools Skills developed as a core discipline Enabled by a robust set of tools Delivers action-oriented insights Data-oriented culture Fact-driven leadership Analytics used as a strategic asset Strategy and operations guided by insights Rudimentary Minimal Moderate Significant Mastery © Massachusetts Institute of Technology, 2011
14.
MIT SLOAN MANAGEMENT
REVIEW 2011 NEW INTELLIGENT ENTERPRISE GLOBAL EXECUTIVE STUDY AND RESEARCH PROJECT FIGURE 13: Respondents Who Rate These Challenges as Extremely Difficult to Resolve Changing the way people behave and interact with one another within an organization poses a more difficult challenge than changing their tools or technologies. Organizational challenges 44% 1.8x Technology 24% more challenges difficult Percentage who rate these challenges as extremely difficult to resolve © Massachusetts Institute of Technology, 2011
15.
sloanreview.mit.edu © Massachusetts Institute
of Technology, 2011
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