Session Description for Creating a Big Data Strategy with Tactics for Quick Implementation #tech14 LG1


In successful companies, the business strategy is tightly linked to the data strategy. In highly successful organizations, staff claws at the ceiling looking for new ways to use data to make better-informed decisions; however, typical organizations are still struggling with the foundation and the cracks. In this interactive discussion, we will address how to make the leap from IT-owned data and reports to self-service reports and data owned by engaging business units in effective dialogue. Data visualization tools and BI have allowed AAFP and AFP to take action, reduce the time to discover, transform, develop, score, analyze, and publish results. Come hear how you can do the same.

Speaker: Bryce Gartner, Founder & Chief Experience Officer, icimo, LLC

Speaker: Gordon Schmittling, CIO, American Academy of Family Physicians

Speaker: Prabhash Shrestha, Chief Information Officer, Association of Fundraising Professionals

Handout: Creating_a_Big_Data_Strategy_with_Tactics_for_Quick_Implementation

Session Notes:

Data is the new oil. Data is just like crude. association need a new approach to their data. Goal: deliver trusted data in minutes, not days, weeks or months. Enable staff to work smarter not harder. Need a way to connect to members — marketing to one. what does that one want?

how do we help business to gain insight? there is a strong alignment between data and business. 1/3 decisions made with data, 1/3 with no data, and 1/3 with data no one trusts! Talk about data as a revenue driver — Frank talk about revenue: who are 20 percent of member that provide us 80 percent of revenue?

3 things to consider

be more than the buzzword. you may not have that kind of volume, but it needs to be defined by you. some in AMS, some in analytics, even in excel. Excel? seriously, it’s everyone thing cause everyone has some data in Excel. What’s the most expensive. What’s the most expensive line item? Staff? but we don’t give them the data to empower them. Orgs run on myths.

Show to tell — data visualization.

So where does big data begin –it’s ALL your data. email, forums, traditional database, social media. 88 percent of spread sheets contain an error — fact. 1 percent of formulas are wrong. get out of this mode. Do you have one person who knows the database? Yes! so this causes a report factory — everyone needs to get in line to get their data. The object is to make people more self reliant regarding data.

Get from here to there

it’s about the visual. visualizing data, using objects that people can relate to vs a spreadsheet. A dashboard — what state are we losing members? where do people not renewing? People remember 10 percent of what they hear, 20 percent of what they read.

Tools: tableau, QlikTech, Spotfire — all very inexpensive.

Takes some effort: Microstrategy, SAP, Microsoft, SAS.


Agility- don’t have to make on whole. what are the top three things we need to look at on a daily basis? Adopt, Advocate.When you become a data driven organization, you perform better. In revenue, member retention, attendance to meetings, speed to getting renewals. This is the goal.

Tableau — three TV screens in lobby. Instantly tells everyone, from manager to CEO the exact state of the company. Great tool that could replace many legacy systems. Challenge is many people are tied and comfortable with those legacy systems. Must set expecetation among business unit leaders that their business strategy is tightly integrated with their data strategy. Training on BI tools should be expected.

Tactics for big data

AFFP scaled back on IT report writers, rely on Tableau as primary BI tool for staff.Continue use Tableau with outside consultants to assist IT. Assign an IT business analyst half-time for 6 to 12 months to with with business unites in defining, starting and implementing their data analytic strategy.

AFP – Need quick wins. form small IT team to examine data we had. slicing and dicing it — was using Excel. Looked at retention. Developed dashboard on this first. Our first win. Talked about this at the senior management team. Started creating more dashboard — now at 25 different dashboard. How do you determine what information to visualize? Senior team determined business aspects. developed prototypes and show the various departments  and asked — is this ok? What more information do you need to complete the picture.

Think of this as a communication project, not a data or technology project. Consider their is a high level report that looks over the year, two years — then manager level with more detailed data. Down to specialist, to find out registration rates, early registration, rates, etc. It’s a communications objective. Business strategy.

Putting it all together

Simple to start with the new tools get you there quickly. Live examples are key. One week is what you got, give me two examples (dashboards). Cuts talk time to minimal and gets you in action.