The need for integrative analytics: Greg Richards from University of Ottawa
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As Greg Richards from the University of Ottawa points out, the performance in an organization is contingent on all functions working well, whether it be HR, marketing or sales.
Therefore analytics should look at all of these together, rather than in silos. Using this approach, his team have developed Cognos data cubes built around cases which address particular teaching points. They look at what is going on in different areas of the organization overall rather than just in one area:
Greg points out that the critical data you need to analyze should be tied to the business model, which he breaks down as follows:
Where big data becomes important is in analyzing the largely unstructured yet rich social and customer data that surrounds the organization.