Evolution of a Business Intelligence Organization Gary Brock

Evolution of a Business Intelligence Organization Gary Brock Team Lead, Business Intelligence / Performance Management gary_brock@bcbst. com © 2012 Blue. Cross Blue. Shield of Tennessee, Inc. , an Independent Licensee of the Blue. Cross Blue. Shield Association.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Introduction Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions ►Blue. Cross Blue. Shield of Tennessee (BCBST) is Tennessee’s largest provider of health coverage, insurance products, and services. Representing more than 3. 1 million member-clients, BCBST pays more than $9. 7 billion in health care benefits annually while employing more than 5, 300 people. ►Frank Brooks is the Director, Data Management and Information Delivery and the Chief Data Architect. ►His responsibilities include oversight of the Data Integration and Governance, Operational Analytics, Business Intelligence / Performance Management, Information Management Health Informatics, and Information Management Business Informatics departments. ►He is also heavily involved in developing strategy for Information Management subjects across BCBST. 2

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Introduction Beginnings Evolution ►Brian Green is the Manager of the Business Intelligence / Performance Management (BI/PM) department. Plateau Evaluation Implementation Results Summary Questions ►His responsibilities include management and oversight of BI Reporting, Information Delivery, Analytics, Performance Management, Financial Intelligence, and Environmental Support & Governance. ►BI/PM is a Development and Support organization for internal and external customers. ►Staff includes 30 FTE’s – Systems Analysts, IM Analysts, Technical Analysts, Developers, and BI Specialists. 3

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Introduction Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions ►I retired from the US Air Force, where I served in numerous roles, completing my Air Force career as a department manager of software development and Business Intelligence. ►After retiring from the USAF, I served as a BI professional within the manufacturing industry. ►I am currently a Team Lead and Systems Analyst in BI/PM and have been with BCBST for over 6 years. ►Responsibilities include management and oversight of Reporting, Information Delivery, and Environmental Support & Governance functions. ►Additional responsibilities include resource management; production support for COGNOS, Microsoft, and SAS environments; with shared responsibility for organizational strategy and process improvement. 4

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Beginnings Evolution ►Whether by accident, force, or a conscious decision, every organization evolves. Plateau Evaluation Implementation Results Summary Questions 5 ►Over the years, we have attempted to make solid decisions to evolve with the goal of serving the needs of business. ►We have aligned ourselves with corporate and division strategy. ► We provide support to every aspect of the enterprise with: ►Reports. ►Analytics. ►Scorecards. ►Financial Management. ►Applications.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Beginnings Evolution ►In 1986, a Data Resource Management Charter drove the creation of a DRM function. Plateau Evaluation Implementation Results Summary Questions DBAs / Data Analysts - Logical database design - Physical database design - Performance tuning - Data Management 6

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Beginnings Evolution ►In 1994, a white paper drove the design of this simple Data Warehouse Architecture. Plateau Evaluation Implementation Results Summary Operational Environment Informational Environment DATA MARTS ET L Questions SOURCE DATA ETL ENTERPRISE DATA WAREHOUSE BI TOOLS 7

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evolution Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions 8 ►In 1996: ►Data Warehouse Architecture Drove the Organization of Staff. ►Enterprise Data Warehouse was established. ►COGNOS was incorporated into the tool set. ►The Data Resource Management function was organized into a department of three teams to support the data integration, database administration, and business intelligence functions.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evolution Beginnings Evolution DRM Plateau Evaluation Implementation Results Summary Questions DATA INTEGRATION § ETL Processes § EDW / Data Marts § DW Support da ta kn ow led ge 9 DATABASE ADMINISTRATION § § Logical Database Design BUSINESS INTELLIGENCE § BI Application Development Physical Database Design Performance Tuning Administration data access knowledge BUSINESS AREAS § IM Architecture § BI Training and Support ge lk o o t n led w o

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evolution Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions ►Growth of Data Resource Management area: ► 1986 – Team of 5. ► 1996 – 3 teams. ► 2006 – 3 departments. ► 2008 – 5 departments. ► 2010 – Became Data Management / Information Delivery to focus on current responsibilities. ► 2012 – BI Users: ►Internal ~2, 300. ►External ~3, 400. 10

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evolution Beginnings Evolution ► 2012 – 160 Staff. Plateau Evaluation Implementation Frank Brooks Director Results Summary Questions Data Management and Information Delivery Clerical Assistant Data Integration Business Intelligence / Performance Mgt Brian Green 11 Operational Analytics Exec. Admin Assistant IM Business Informatics IM Health Informatics

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evolution of BI Beginnings ►Since 1996 we have experienced steady growth in our ability to Evolution deliver Business Intelligence to the Enterprise. Plateau ►In 2010, we realized that we had hit a plateau in our growth. ►We knew that we needed to make changes to continue supporting Evaluation Implementation the needs of the enterprise. Results ►We also realized that we were doing the same things we had been Summary doing for several years. Questions 1996 • EDW • Cognos 2000 Standard Reporting and Web tools 2004 External Client Analytics App 2006 CPM – Budget, Planning 2010 “Insanity: doing the same thing over and over again and expecting different results. ” Albert Einstein 12 ?

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Plateau Beginnings Evolution ►Because we felt that we had reached a plateau, we wanted to take proactive steps to bolster our growth. Plateau Evaluation Implementation Results Summary Questions ►The leadership of BI/PM began evaluating: ►How our staff was organized. ►What tools we had available. ►External resources (Gartner’s BI Maturity Model, Industry Best Practices, etc. ). ►Our alignment to business and corporate strategy. ►The growing needs of our customers. ►We decided that we needed to make organized, decisive changes. 13

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Plateau Beginnings Evolution ►Our organization was aligned with technology, three teams focused on: Plateau Evaluation Implementation Results ►COGNOS development. ►Microsoft. NET and BI technology development. ►System Architecture Support. Summary Questions 14 Cognos Cube Builds Cognos Dashboards/Scorecards CEP Development & Support Cognos Frameworks Cognos Reporting Cognos Administrative Support ~Security ~BI/PM Mailboxes support ~Cognos Support & Training ~Cognos Licenses Tracking ~Cognos Invoices Tracking ARC Client Training Support Microsoft VB. NET / ASP. NET MS BI - SSRS/SSIS/SSAS SQL Server Microsoft Administrative Support ~. NET / SSRS Training ~BI/PM Mailbox Support ~SSRS Security for IR Cognos License Tracking App Support BI/PM Status Application Support BI/PM Website Support IM Architecture IM Infrastructure IM Tech Support SAS Tech Support IM Proof-of-Concept R&D Data Integration Support

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evaluation Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions 15 ►We researched: ►Insurance Industry best practices. ►IT best practices and standards. ►Other BI organizations. ►Gartner’s BI Maturity Model. ►We evaluated our staff’s: ►Skills and knowledge. ►Current assignments. ►Future personal goals.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evaluation Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions ►We discovered that we: ►Were organized by platform rather than business need. ►Were not optimized for new strategic development. ►Had limited personal development opportunities for staff. ►Were not measured by BI Maturity. ►Lacked strategic planning. “Life is tougher if you are stupid. ” John Wayne 16

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evaluation Beginnings Evolution Plateau Evaluation Implementation ►We wanted our future organization to: ►Provide visibility and resources to multiple high-priority initiatives. ►Align by business function and BI core competencies, not by technical platform. Results Summary Questions 17 ►Monitor and measure BI Return On Investment. ►Create and follow a documented strategy. ►Provide leadership opportunities to staff.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Evaluation Beginnings Evolution ►We wanted to take control of our future. Plateau Evaluation Implementation Results Summary Questions 18 “I can't change the direction of the wind, but I can adjust my sails to always reach my destination. ” Jimmy Dean

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Implementation Beginnings Evolution Plateau Evaluation Implementation ►We began our assessments and planning in April 2010. ►Our efforts were collaborative. ►We incorporated research and BI best practices. ►We set the expectation that we would move from a technology centric focus to a competency centric focus. Results Summary Questions ►We then began the reorganization ensuring: ►Skill sets were appropriately aligned to responsibility. ►Each team member had primary and secondary responsibilities. 19

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview New Organizational Model Beginnings Evolution Manager Plateau Evaluation Implementation Team Lead Results Team Lead Summary Questions Performance Management Analytics Financial Intelligence Reporting Environmental Support & Governance 20 Information Delivery Optimization

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Performance Management Beginnings Evolution Plateau Evaluation Implementation ►Develop performance management Managerstandards and best practices toward monitoring and managing performance of corporate processes and services. ►Develop a common and reusable performance management architecture. Team Lead Results Summary Questions Team Lead ►Focus on the right information, right time, and right format toward delivery of performance management tools. Performance Management Analytics Financial Intelligence Reporting Environmental Support & Governance 21 Information Delivery Optimization

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Analytics Beginnings Evolution Plateau Evaluation Implementation ►Develop expertise and best practices for the use of tools available Manager at BCBST that are analytical in nature, to support production MOLAP (multi-dimensional on-line analytical processing) cubes, and to support SAS end users. ►Enable to the success Teamcorporate Lead staff to enhance their contribution Team Lead Results Summary of the corporation. Questions Performance Management Analytics Financial Intelligence Reporting Environmental Support & Governance 22 Information Delivery Optimization

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Financial Intelligence Beginnings Evolution Plateau ►Provide financial analytic Manager solutions that assist our users in making better financial decisions. Evaluation Implementation ►Partner with our users, making good use of the IT resources available, and provide excellent support of all solutions. Team Lead Results Team Lead Summary Questions Performance Management Analytics Financial Intelligence Reporting Environmental Support & Governance 23 Information Delivery Optimization

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Reporting Beginnings Evolution Plateau ►Deliver world class reporting solutions to the enterprise and Manager constituents. Evaluation Implementation Results Summary Questions ►Develop best practices in reporting. ►Develop strategic objectives. Team Lead ►Maintain a team of well-trained talent and manage the talent to meet enterprise objectives. Performance Management Analytics Financial Intelligence Reporting Environmental Support & Governance 24 Information Delivery Optimization

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Information Delivery Optimization Beginnings Evolution Plateau Evaluation Implementation Results Summary ►Ensure that BI data is consistently Manager retrieved and presented. ►Provide access to data in a secure and timely fashion through reusable services. ►Ensure consistency of presentation layer for all BI domains. Team Lead ►Develop standards and best practices for information delivery. Questions Performance Management Analytics Financial Intelligence Reporting Environmental Support & Governance 25 Information Delivery Optimization

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Environmental Support & Governance Beginnings Evolution Plateau ►Facilitate process optimization, documentation, monitoring, and Manager control within BI/PM. Evaluation Implementation Results Summary ►Establish standards based on internal and industry wide best practices. Teamperformance Lead Teamand Leadpromote ►Monitor to achieve quality standards business value. Questions Performance Management Analytics Financial Intelligence Reporting Environmental Support & Governance 26 Information Delivery Optimization

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Results Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions 27 ►More aligned with corporate strategies. ►More aligned with BI competencies. ►Following a departmental strategy. ►Increased rigor around projects. ►Increased ability to prioritize work. ►Increased communications across department. ►Higher standards being implemented.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Results Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions 28 ►Weekly leadership meetings to communicate: ►Corporate initiatives that may impact in-flight projects. ►High risk project status and issues. ►New projects in work. ►Departmental goals – progress and next steps. ►Departmental budget status. ►Staff issues/needs. ►Departmental strategic planning.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Results Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions 29 ►Weekly Change Advisory Board meeting to discuss: ►Open incidents/interactions. ►Review completed production/environment changes. ►Review scheduled production/environment changes. ►Coordinate changes to minimize impact to other initiatives. ►Review infrastructure issues for key projects and applications. ►Review process Changes.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Results Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions 30 ►Increased interdepartmental communication and coordination. ►Established policies to support auditing requirements. ►Work is aligned with skills. ►Opportunities for career progression. ►Increased responsibilities for all staff.

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Summary Beginnings Evolution Plateau ►Business Intelligence functions began before we knew what Business Intelligence was. Evaluation Implementation Results Summary Questions ►Our organization has grown our ability to service our customers. ►When we felt we had stagnated, we conducted a self examination. ►We looked at our current condition and compared ourselves to other similar organizations as well as industry standards. ►We set a course for change and implemented those changes. ►We have experienced very positive results – but we have also identified additional gaps that we can now concentrate on. 31

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Summary Beginnings Evolution Plateau Evaluation Implementation Results One of our goals was to better understand our customers’ requests and deliver solutions with higher quality. Summary Questions We wanted to get away from the mentality that “we know what they want and need”. 32

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Summary Beginnings Evolution Plateau Evaluation Implementation ►Our biggest lessons? ►Listen and understand! ►Do better planning! Results Summary Questions 33 “Give me six hours to chop down a tree and I will spend the first four sharpening the axe. ” Abraham Lincoln

Business Intelligence / Performance Management Evolution of a Business Intelligence Organization Introduction Overview Questions Beginnings Evolution Plateau Evaluation Implementation Results Summary Questions 34 ?