Operational Analytics: Putting Analytics to Work in Operational Systems

by James Taylor

This report discusses the role of analytics in operational systems and the technologies and approaches involved. It introduces the concepts of applying analytics in operational systems, differentiating these concepts from others such as business intelligence or operational business intelligence. It discusses the benefits of analytics in operational systems and shows how to get a return on the investment required to adopt them. It also discusses core techniques and technologies and best practices for using these. A summary of the results of an informal survey of BeyeNETWORK members on how they are using analytics in operations is included.

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Case Studies

• Adaptive Technologies Case Study and Vendor Summary
  This for-profit technical education provider needed to identify the potential value of leads to ensure that its new student acquisition strategy was successful in creating a pipeline of prospective students. ATi provided the analytic expertise and and strategic help to make this happen.
• Aha! Case Study and Vendor Summary
  Deltacom is a large communication provider who instituted operational analytics to create an enterprise solution for an excellent customer experience. Aha!'s solution delivers a new level of understanding and analysis that is current and actionable.
• Fuzzy Logix Case Study and Vendor Summary
  To thrive, Trident Marketing must deliver high-yield marketing programs. With Fuzzy Logix technology deployed in a number of projects, Trident Marketing can ask complex, sophisticated questions to deliver profitable results for its clients.
• Oracle Case Study and Vendor Summary
  A major North American financial services company adopted Oracle Real-Time Decisions to manage offers made and content displayed on its website to improve stronger bottom-line performance and build customer loyalty.
• SAS Case Study and Vendor Summary
  GE Rail's customers are railroads, shippers and the companies whose goods are being transported. The analytic team built a web-enabled application using SAS that integrated legacy information for use by the call center. The current solution saved more than $1 million and took less than 6 months to recoup the intital investment.

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