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Business Intelligence Strategy Business Intelligence Strategy A Practical Guide for Achieving BI Excellence John Boyer Bill Frank Brian Green Tracy Harris Kay Van De Vanter MC Press Online, LLC Ketchum, ID 83340 Business Intelligence Strategy A Practical Guide for Achieving BI Excellence John Boyer, Bill Frank, Brian Green, Tracy Harris, Kay Van De Vanter First Edition First Printing—September 2010 © 2010 IBM Corporation. All rights reserved. The following terms are trademarks or registered trademarks of International Business Machines Corporation in the United States, other countries, or both: IBM, the IBM logo, and Cognos. A current list of IBM trademarks is available on the Web at http://www.ibm.com/legal/copytrade.shtml. Other company, product, or service names may be trademarks or service marks of others. While every attempt has been made to ensure that the information in this book is accurate and complete, some typographical errors or technical inaccuracies may exist. IBM does not accept responsibility for any kind of loss resulting from the use of information contained in this book. The information contained in this book is subject to change without notice. The publisher, authors, and IBM do not guarantee the accuracy of the book and do not assume responsibility for information included in or omitted from it. Printed in Canada. All rights reserved. This publication is protected by copyright, and permission must be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. MC Press offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales, which may include custom covers and content particular to your business, training goals, marketing focus, and branding interest. MC Press Online, LLC Corporate Offices P.O. Box 4886 Ketchum, ID 83340-4886 USA For information regarding sales and/or customer service, please contact: MC Press P.O. Box 4300 Big Sandy, TX 75755-4300 USA For information regarding permissions or special orders, please contact: [email protected] ISBN: 978-158347-362-7 Acknowledgements We would all like to thank the IBM team and their extensive list of subject-matter experts who contributed content, joined our discussions, and helped to provide expertise that was critical to making this book possible: Thank you to Michael Dziekan and Forrest Palmer, who spent many hours with our team providing their deep expertise and guidance and contributing significant content and graphics, particularly on organizational structures and competency centers. And to Meg Dussault, who helped enlighten our team to the “sweet spots” of information. Thank you to Kevin Cohen and Derek Lacks for their assistance with and debates on the many levels of value within an organization. And to Andreas Coucopoulos, for his many hours delving into the technology strategy that is so critical to a strate- gic initiative. We would also like to thank Rob Ashe, Eric Yau, Harriet Fryman, and Mychelle Mollot for their support in making this book possible. We also want to thank the MC Press team—Merrikay Lee, Victoria Mack, Thomas Stockwell, and Katie Tipton—for their patience and expertise, as well as Susan Visser from the IBM Information Management team at IBM. From John Boyer I would like to thank my chain of management—Oussama Warwar, Jeff Henry, and Dirk Izzo—who contributed to the content and helped me understand how the corporate vision is translated to strategy. I am also deeply indebted to the BICoE Team—Mangai, Robert, Ram, Venkat, Guru, and KT—who make my job easy. You put the “E” in the BICoE. Thank you, too, to Lynn Moore; best of luck on your book, my friend. From Bill Frank I would like to thank all of the IBM Cognos team who made themselves available in our BI journey over the years, the Cognos Innovation Center, Tracy Harris, and the “cheese kids.” There are so many individuals from J&J that have been my sounding board, taken initiative to turn ideas into reality, shaped my thinking, collaborated with me, and put up with my endless evangelizing about standards, practices, and the need for a BICC. I’m sure I’d miss someone in the short space I have here if I started listing names. I would like to thank the SSB BI Domain, the BITS team, the BICC leads, and the entire J&J BI COP for their efforts that have led to successes in trans- forming, improving, and creating innovation with BI solutions across the enterprise. Thanks also to the members of my immediate management as well as senior execu- tives who have encouraged, mentored, and supported me. From Brian Green On behalf of BlueCross BlueShield of Tennessee, I would like to acknowledge the dedication and contributions of the entire Data Management and Information Delivery team. I would also like to acknowledge Frank Brooks for his tremen- dous leadership, vision, and support. Thanks also to the members of my immediate management as well as senior executives who have encouraged, mentored, and supported me. From Tracy Harris A big thanks to Leah MacMillan, Meg Dussault, and Harriet Fryman for their guidance, insight, and vision and for recognizing the critical need for this endeavor. I would also like to thank Debbie Ng and Jacqueline Coolidge for helping to initially bring this “excellent” group together to make this book possi- ble. Thank you also to Jennifer Schmitz, Becky Smith, Jennifer Hanniman, Rebecca Wormleighton, Brent Winsor, Catherine Frye, and Nina Sandy for their significant contributions to this endeavor. From Kay Van De Vanter I would like to thank my fellow Boeing Business Intelligence Competency Center team members and management for their insightful comments and discus- sions. Special thanks to our BICC executive manager for his careful reviews and attention to detail and to our communications focal for working closely with me to obtain the permissions and approvals needed to participate in this endeavor. Finally, we would like to thank the various thought leaders and analysts in the industry who continue to provide critical research in this area that allows organi- zations to better understand how they can achieve success. In particular, we would like to acknowledge the teams at BIScorecard, Nucleus Research, Busi- ness Applications Research Center, Gartner, Forrester, and TDWI. And we would like to thank Roland Mosimann, Patrick Mosimann, and Jack Musgrove at BII, PMSI, and Aline for their research, support, vision, and foundational contri- butions to this effort. About the Authors The content for this book was prepared by the IBM Cognos BI Excellence Advi- sory Board, a team of representatives from leading enterprise organizations who research, advise, and share best practices for achieving excellence in Business Intelligence and Performance Management initiatives. John Boyer John Boyer is manager of the BI Advisory Team at The Niel- sen Company. There, he oversees adoption, enablement, and internal consulting for all things BI. Before joining Nielsen, John spent several years as a BI architect and trusted advisor at IBM. After graduating from medical school, his aptitude, pas- sion, and bedside manner took him first to a healthcare clinic, where he rose to Director of Finance and Information Systems. John has spent the past 15 years consulting in software development, business intelligence, and data warehousing. John is chair of the Illinois Cognos User Group. As a conference speaker, he has been invited to speak at a number of national events, including Information on Demand, Cognos Forum, and the Composite Software User Group. About The Nielsen Company The Nielsen Company (www.nielsen.com) is a leading global information and media company providing essential integrated marketing and media measurement information, analytics, and industry expertise to clients around the world. Through its broad portfolio of products and services, Nielsen tracks sales of consumer prod- ucts, reports on television viewing habits in countries representing more than 60 percent of the world’s population, and measures Internet audiences. Nielsen also produces trade shows, print publications, and online newsletters. The company is active in approximately 100 countries, with headquarters in New York City. About the Authors Bill Frank Bill Frank is the Manager, ITGF BI Practice, at Johnson & Johnson. He has more than 25 years of experience in decision support and business intelligence and is a certified Project Management Professional (PMP). Bill has worked in several major companies, including AT&T, Time Warner, and most recently Johnson & Johnson. At J&J, Bill has played a key role in the development of BI solutions, organizational model, governance, and practices and in evangelizing BI across the enterprise. Bill is a founding member of the J&J BI Center of Practice and co-leads this 300- member internal group focused on leverage, communication, and sharing proven practices. Bill also serves as the liaison to the IBM Cognos executive, marketing, and technology teams. He teamed with other J&J teams to lead the creation of the IBM Cognos enterprise agreement and the shared environments that are key to supporting J&J’s standardization and consolidation efforts. Currently, Bill is developing enterprise data warehouse and BI strategies to support the J&J Global Finance organization. He is also a member of the IBM BI Excellence Advisory Board and several other external organizations focused on BI technologies. About Johnson & Johnson Johnson & Johnson (www.jnj.com) is a Fortune 100™ company, encompassing the world’s premier consumer health company, the world’s largest and most diverse medical devices and diagnostics company, fourth-largest biologics com- pany, and eighth-largest pharmaceuticals company. J&J has more than 250 operating companies in 60 countries and employs approximately 114,000 people. The company is headquartered in New Brunswick, New Jersey.
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