Analyzing Analytics

Posted by Vimarsh Ganju
Comments (1)
March 12th, 2008

Dashboard Power

The other day, I was ‘Googling’ for a Siebel Analytics document when I stumbled upon this article which is quite a good example of how the prowess of Analytics is making life easier for commuters. Siebel Analytics now rechristened Oracle BI, helped officials at Manchester airport to cope with the extra pressure of screening additional bags by identifying future trends.

It provided Manchester Airport’s management team with interactive dashboards of flight, passenger and baggage movements. As a result, Manchester Airport lifted the ‘One Hand Baggage Rule’. The full article can be found out at the following link:

It’s a bit of wishful thinking but imagine the ease in travelling if every airport harnesses the capabilities of Siebel Analytics and lifts the above mentioned rule.

This first post of mine in the ‘Analyzing Analytics’ series is an attempt at exposing the readers, be it a neo-techie or a seasoned expert, to the vast capabilities of the end product of Siebel Analytics: The Intelligence Dashboards and the concept of Dashboard centric business operation and management. So let’s discuss what these ‘Dashboards’ are all about.

Case 1: What are the sales for this quarter? What’s the comparison of Sales for this quarter with year ago sales? How many customer accounts are in the red? Such kinds of questions are very common in day to day business analysis. The answer to these and a plethora of similar process oriented questions helps in running a business efficiently.

Case 2:Organizations often have data fragmented across multiple sources like spreadsheets, department specific systems, etc. Often critical data is buried deep somewhere in some file or system in the organization.

Keeping the above two cases in mind, a unified view of the organization is the need of the hour. An Analytical dashboard is just what any organization would desire. It helps in giving a holistic view of business operations, most often using data that has been gathered into a warehouse and occasionally working from operational data. Pre requisites to a healthy dashboard are clean data, a good data model, sturdy data mappings and neat analytics.

Essentially, a dashboard is the final outcome of a Siebel Analytics operation. Based on the metaphor of the instrument panel in a car, the Siebel Analytics version of a dashboard provides a user, mostly business managers, with the input necessary to “drive” the business. Siebel Analytics Interactive Dashboard refers to a web-based technology page on which real time or warehoused information (Reports) is embedded from various sources used in the business.

Analyzing Analytics
Analyzing Analytics

As seen in the above example of Interactive dashboards, business data is displayed infused with an array of user friendly views like Pie Charts, drill-downs, navigations, pivot table summaries, bar graphs, meters and gauges . These dashboards are often role-driven and customizable. They can be modeled to show historical, current and predictive data which leads to measure – based decision making. The biggest advantage of an Interactive dashboard is that it helps in decision making being more fact based and less intuitive.

Dashboard centric management is definitely going to be the next best thing in business analysis. The idea of viewing and analyzing the organizational facts and figures with the help of superb layouts in front of your computer screen is absolutely fantastic. In short, Dashboards are all about infusing ‘Intelligence’ in the business of the organization and a wonderful apparatus for any organization to possess.

Comments (1)

Ravi - April 14th, 2009

Hi Vimarsh! This article gave me good introduction to Siebel analytics, and analytics in general. The information is presented in a very simple way and is really helpful in understanding the concept. It is a good starting point for the beginners like me. Thanks a lot for publishing this wonderful article. I will be waiting for more detailed articles on analytics in future.

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