BI EXPERTS’ PERSPECTIVE

Experts’ Perspective as a Career Choice

Dave Schrader, Ph.D., just retired as Dave Schrader, Ron Swift, and Coy Yonce director of marketing for Teradata. His popular “BSI: Teradata” video series Susan Stephenson is the BI director for a national auto parts on YouTube shows 12 different cases company. She has 10 years of BI experience, with the last three in which data scientists “solve” hard as director. Susan keeps up to date by reading, watching online business problems using a mix of big data seminars, and attending BI conferences. and traditional BI technologies. He is a After church last week, Susan was chatting with Craig Mercer, who teaches board member of the Teradata University computers and information systems at the local college. At the end of their Network, which provides teaching tools conversation, Craig asked Susan if she would be willing to be the speaker at and cases about BI for faculty and students the school’s fall management information systems (MIS) banquet. About 100 (www.teradatauniversitynetwork.com). His students and faculty will attend, and she will speak after the social hour and Ph.D. in computer science is from Purdue dinner and before scholarships are awarded. Her talk should be about 15-20 and he worked at Teradata for 22 years. minutes long. [email protected] Craig further explained that the current curriculum requires students to Ronald S. Swift is managing partner at complete course work in programming languages, databases, systems International Management Consulting analysis and design, telecommunications and networking, project manage- (IMC) and “executive-in-residence” ment, and computing architecture, but there is little on BI. That is why he at the Terry College of Business would really like Susan to speak. at the University of Georgia. [email protected] When she asked what Craig would like her to cover, he responded, “What BI is, why it is important, what the career opportunities are, how to prepare for Coy Yonce is the product owner for and start a BI career, and what technical and ‘soft’ skills a graduate needs to solutions from EVtechnologies, be successful.” He also said that students want know what’s currently “hot” a services and software partner with in BI and what is likely to be important in the future. SAP. Coy also advises organizations on If you were Susan, what would you tell the students? implementing and utilizing analytics to help them understand the effectiveness of their analytics solutions. [email protected] DAVE SCHRADER Susan should begin by explaining the differences between traditional BI and the hot new areas. Traditional BI is about the use of traditional data by back-office business analysts—with the help of IT—to track product sales, inventory, costs, customers, promotions, and campaigns. This often includes dashboards and scoreboards as well as forecasting of demand and markets.

Some of this work can be done in Excel, but much of it uses tools such as MicroStrategy, , Business Objects, or perhaps Tableau

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Software to access a data warehouse paradigm for discovery is “grab and Specific tips include: provided by Teradata, IBM, Oracle, go” for fast insights, often using or Microsoft. Current state-of- dirty data that’s not completely 1. If you are an MIS major, choose the-art projects using traditional modeled and may not even have a minor that provides domain technologies include putting known schemas. This is exploratory expertise and take any classes dashboards and alerts on mobile work, often fast-fail. Only after that have “Computational” devices (so people can work more you find interesting insights worth in the title. For example, hours!) as well as placing data and saving do you go back and perform “Computational Chemistry” BI tools in the cloud. Of course, the rigorous work associated with or “Computational Biology” there are ever-increasing amounts capturing, modeling, and storing would provide background of data to collect each year, and information in a data warehouse for for a data scientist role with a data is arriving at a higher velocity wider use within the enterprise. pharmaceutical company doing (sometimes “near real time,” mean- genome discovery work. ing seconds, or even “real time,” meaning milliseconds, between data The most interesting 2. Make sure you are well creation and ingestion). grounded in some of the BI trend is the need hot areas within computer What’s hotter than hot at the science such as Web analytics, moment is the entire area of “big for new and different visualization, or wearable data,” which is a bit of a misnomer. devices/sensors. Although big data partly includes discovery tools, as well new data types such as voice, 3. Read any of the new books on text, and sensors (“the Internet of as the people who are big data and big data analytics. things”), it’s more about the ability My personal favorite is Taming to use algorithms to transform raw, able to drive them. the Big Data Tidal Wave (Wiley, non-traditional data types into 2012) by my friend Bill Franks, useful additional insights—finding Teradata’s chief analytics officer. the signal in the noise, because A new kind of data analyst—the many of these data inputs contain data scientist—is in extremely high 4. Read anything—anything at low-density information. For demand to do this discovery work. all—by Tom Davenport. His example, these systems might In fact, data scientists can command landmark book Competing on transform a raw voice file into “what starting salaries of $90,000 with Analytics (Harvard Business did the person at the call center stock options—if they have the Review Press, 2007) is a classic. say?” (voice to text) or “how irritated right skills. The role requires a blend See also his white paper “The was the person?” (sentiment score). It of curiosity, statistics expertise, Rise of Data Discovery” (avail- might mean linking the symptoms a computer science, business domain able on www.asterdata.com). doctor types into patient notes (text) knowledge, and communication with other traditional data to find skills. Almost no one has all five of 5. To see some examples of big out if the doctor is over-prescribing these characteristics, but students data in action, take a look at my or allowing off-label uses. in MIS who want to increase their “BSI: Teradata” series, in which marketability can acquire some of business scenario investigators The most interesting BI trend is the these skills, partly at school but also (BSI) use data and BI to solve need for new and different discovery by watching online Webinars, reading cases such as “The Case of the tools, as well as the people who books and articles, and finding Dropped Mobile Calls” or “The are able to drive them. The new faculty who understand this trend. Case of the Tainted Lasagna.”

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These are extremely popular the industry at the moment is business examples of data warehous- with faculty and students “storyteller.” Often I think of ing, data integration, Internet traffic learning big data and BI and it as not just storytelling but analysis, business analysis, and “big will show you the new discovery translating as well. Anyone with data” skills. These BI subjects (and tools in action. the skills to translate needs and skills) intersect in the appropriately results between business users defined IT and business organiza- and IT groups is guaranteed a tional constructs, as well as in the Anyone with the skills long and valuable career. skill sets to achieve a successful career in BI. Primarily, firms seek to translate needs Those are my suggestions. I hope skills as well as business knowledge they help Susan build a great (accounting, budgeting, planning, and results between presentation! marketing, services, operations, and educating a varied group of users). business users and IT RON SWIFT Our BI director, Susan, has quite There is an adage about making groups is guaranteed a challenge in truly informing a great speech: “Tell them what and giving excellent advice to 100 you are going to them, tell them, a long and valuable graduating MIS students. What and then tell them what you told might be most important is to keep them.” With varied audiences, in a career. their attention through actual (real) non-technical subject area, it is wise examples from her career or others’ to add flourishes and great examples experiences to enlighten and also to the “info-tainment” aspects of the 6. Finally, listen to Webinars or entertain the audience. educational and informative speech. download reports from TDWI. Primarily, I would make points TDWI research analysts Philip Speaking to 100 varied minds is not using cases and examples of real Russom, David Stodder, and an easy task. During my 40-year experiences, including those of my Fern Halper publish excellent career, I’ve faced this daunting peers and vendors. surveys of what companies are objective dozens of times, mostly doing and what technologies with experienced long-term IT, BI, Here are the key messages I would those companies are adopting. or business executives who were leave with this group: Matching your learning efforts attending a conference or asking to the areas that companies me to advise them on how to make 1. Communication is the founda- are investing in will give you a big decisions about their future tion of success. It helps you sell tremendous edge in finding a information technology investments ideas, make your points, con- great BI job. and practices. These students will tribute to a team or project, and be making big decisions about their position yourself for additional All of these will help build up future employers and the techno- interactions and opportunities. hard skills, but soft skills are logical expertise to be gained and (Don’t forget to become a great equally important. You must be utilized throughout their lives. This listener—don’t speak over curious, like those investigators is the shared challenge that Susan others’ thoughts.) Becoming a on the TV show CSI, who let must address. great communicator will take the evidence and clues guide you farther and faster than you their investigations. You must In preparing for a speech about imagined, and you will also also learn to communicate business intelligence, we might be called upon to stand in for effectively—the buzzword in also include definitions and good or replace others without such

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skills (including high-ranking throughout your career will ing and actions. Your network positions in your firm). provide unexpected pathways can get you jobs you never and opportunities. considered, and college alumni Part of learning to commu- are with you forever if you keep nicate is to practice, practice, 2B. “Know what you don’t up your participation. Do not practice. This goes for any know,” and constantly seek lose these “friends.” It is said speech, proposal, or presenta- people and resources where you that Harvard and Stanford are tion of ideas; if necessary, can find information you need not colleges, but clubs for life! practice in front of your family, or at least pass your questions listening for questions and on. Many successful high-tech 4. Analytics skills are of the clarifications. An IBM class and analytical managers have highest value today in many manager told me in 1970 that benefited from this approach. companies, and they can be I was the worst presenter he’d useful in areas you might never ever seen among thousands 3. Networking is essential for think of when majoring in of students passing through succeeding in our business information technology (i.e., his classes. Ten years later, I world. It can not only open MIS). The Web offers a myriad was presenting to thousands doors to new jobs, but also of new opportunities and is the in conferences throughout the build a volume of references, beginning of the major wave of world! Practice and learn. friends, supporters, mentors, the future, which is currently and others who will be part called “big data.” 2. Never stop educating and of your joint success. Susan learning. This is the hallmark should tell the audience that In fact, big data has been of a highly successful their network starts right there around for 30 years, depending professional (especially in a in the very room where they are on your perspective and the technology field). The ever- sitting, in all of their classes, available technology to support increasing body of knowledge and with all of their professors. it. What is different today: provides a challenge but also Advise the students to build the unstructured data and the an opportunity to move on strong relationships with high volume and velocity of to more interesting jobs and professors because they hear of the data becoming available higher salaries. For example, jobs that may fit their skills and for analysis to bring value to as a college graduate/trainee, I personalities. A professor can be the organization. Knowledge started as an IBM systems engi- a mentor for life. of sophisticated data manage- neer and eventually became a ment (meaning integration nationwide marketing manager Students should expand and analysis) of such volumes for data warehousing and busi- and maintain their network is key for most enterprises, ness intelligence, before retiring relationships, especially with many of which are not utilizing early at age 47 and moving on all the new personal com- the available software and to consulting and then a vice munication devices that are services to achieve the highest presidency in a similar field available now, and keep in value. This is an area that (marketing technology and touch throughout their career. will continue to blossom and ideas) to executives and techni- They may need to choose provide massive numbers of cal people worldwide for NCR between hundreds of Facebook jobs to construct and utilize Corporation. Then I retired “friends” versus networking the architectures and resources again at 62. Re-educating and with peers, especially those required to analyze and bring learning from others constantly who are positive in their think- value to the data. This is still

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an emerging area, but good (after the first one at the job I your supporters. Think about examples exist from many BI accepted at IBM). Four of these successful people you know— vendors and would help round interviews were internal and beyond those single inventors of out Susan’s message. moved me into new positions specialized technologies. I’ll bet where I was probably pre-sold they all have communication 5. Positioning creates opportuni- by others who advised the team skills, a great network, good ties. One of the most practical leader or the manager of my peer recognition, create value but also the wisest of hints skills, experience, personality, for their audiences, and give I received early in my career teamwork, and contributions. food for thought. Do what you was: “Look smart, be smart, These conversations were think you will enjoy, and seek feel smart, speak smart, and ultimately more of a check out new joys! listen to smart people around on my personality and career you.” Using this as a guideline, desires than interviews for the 7. There are many great oppor- develop a positive position specific jobs. tunities in different industries: with your peers and your healthcare, pharmaceuticals, upper management. Seek The other interview was with finance, transportation, logis- opportunities to interact with a VP of data warehousing tics, supply/inventory, drones, those who can advance your marketing at AT&T (to become marketing, services, and so on. knowledge and experiences. NCR), who spent the better Business intelligence provides Dress for your industry and part of three hours showing me both the foundation and your company (or department), his plans and his slides about the innovation behind these but don’t position yourself as a what they planned to do. I industries’ power for financial geek, even if you are one. You spoke for maybe 15 minutes success. If you can find a way create your own brand. during this time, mostly to share in that, you will enjoy answering non-technical ques- your career and secure a great Make sure others desire to be tions about industry contacts, retirement. around you. As a well-dressed relationships, and experience. I professional, you may even guess I was “pre-sold” to him! My additional suggestion for Susan be noticed on the elevator by and her audience is to read books by someone who may be inclined 6. Identify what you like to do. or about Bill Gates and Steve Jobs. to bring you onto their team. You have a myriad of questions These are important testimonies to Positioning also means accept- on your mind about BI and a the value of selling creativity and ing challenges that may not be career, but consider this: you innovation in a difficult industry. fully achievable but contribute will probably have five to eight to a team that has ambitious major jobs in your lifetime. Remember, the gift of knowledge is goals. Your contributions Do you like sitting at a screen one thing; the gift of being able to will be noticed, your attitude or working by yourself all communicate and convince others of will be appreciated, and your day? You could be working in your ideas or your products, services, teamwork will be a stepping that mode for a long time. Do or value brings a whole new world of stone to other teams. you like people, interactions, opportunities. Good luck! varied experiences, and new The right positioning will help challenges? You will probably COY YONCE you move within your organiza- be offered many unexpected Susan has a unique opportunity tion. I have only had five formal job opportunities to grow to inspire an incoming group of interviews in my entire career your skills, your network, and eager BI professionals. At the same

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time, she needs to ensure that she implement BI. This will allow for an increasing public safety, starting new sets proper expectations about easier transition into the next part of employee benefit programs, acquir- why organizations implement BI the conversation: a career in BI. ing other companies, or shutting and how they go about creating down a manufacturing plant. successful deployments of a BI suite. Susan’s success in properly exciting Susan’s first task is to Susan should highlight how this group of young adults about BI important it is to ensure not only will depend upon how she defines start at the beginning: that accurate data is being used, but what BI is and why it is important. also that it is presented in a way that To this end, Susan’s first task is Why do organizations is easy for the consumers of that to start at the beginning: Why do information to understand. Talking organizations leverage BI? leverage BI? about the role of a data scientist and the study of information design Business intelligence provides will be an important part of Susan’s organizations with information to As business intelligence is tied to discussion. make informed decisions about their goals that ensure the long-term day-to-day business and long-term success of an organization, depart- Rather than jumping into talking strategy. Susan would serve the ment, or project, Susan should speak about preparing for a career in students well by providing real-world about how all individuals within BI, Susan should focus her initial examples for how BI helps organiza- an organization are the consumers message on understanding how tions to be better at what they do. or creators of BI. Everyone who students can be good stewards She should talk about how all of the works for a company is respon- of the organizations they are bits of information that companies sible for ensuring that company’s running or for which they work. such as Best Buy and gather success. They all play a role both She should then discuss how they about their customers helps them to in using information and creating can leverage their own strengths make better decisions about how to information for others to use. Susan and passions toward the end goal market to us, how to stock more of should then speak about the more of helping those organizations. what we like, and how to determine traditional roles of those who seek If an individual is interested in prices to which we will respond out, install, maintain, and deploy programming, then their role in positively. Even talking about how BI solutions, but she should note relation to BI could be working for Facebook, Twitter, Google, Netflix, that this is really only a fraction of a software company that is creating and Hulu use data to make decisions the story when it comes to a career BI or helping the organization will go a long way toward getting involving BI. augment a chosen BI suite. If they these young adults excited about the are more interested in marketing, usefulness of BI. Although getting the software then perhaps their best role will installed and running are important, be as a business analyst within the In addition, Susan should spend it’s even more important to ensure marketing department or working time explaining that BI is not a tool. that the organization understands as the face of IT as they implement It is the act of tying all business how to leverage data toward the goal a BI solution. Trying to stick to processes to actionable data and of becoming more agile and respon- the more traditional roles related then understanding how to use that sive. Susan should talk to the class to BI or condensing the message data to make better decisions. This about the role of business analysts as down to a list of roles would do a will ensure that the students do they help executives, upper manage- disservice to the importance of BI not think that BI is just software. ment, and departments decide how and will likely turn off the younger The software just makes it easier to to use data for activities such as audience.

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Susan should close by talking by SAP. This combination could about the exciting things that are allow organizational leaders to happening in BI, but she should track inventory, access machinery do so within the context of how maintenance records, track sales of those exciting things are being a product, or access patient’s health used. Susan should also be wary records, all by pointing a mobile of using buzzwords. Big data is a device at the product, machine, or hot topic but not necessarily a new person. concept. There has always been lots of data available for analysis and The end result of this approach to consumption. What is new is the her speech will be an engaged and wide availability of technologies interested audience of students who to process large amounts of data are excited about the possibilities quickly. of BI. ■

Talking about the role of a data scientist and the study of information design will be an important part of Susan’s discussion.

More important are the examples of how these technologies and data are being used. Susan should consider talking about Project Artemis, which is being run by IBM and UOIT (http://hir.uoit. ca/cms/?q=node/24). The project’s goal is to capture and process large amounts of information about premature babies and then make the results available to physicians and nurses in real time.

Susan could also talk about how augmented reality technologies are being paired with business analytics

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