|  17.11.2017

Analytics are becoming easily accessible to business users

MCR Interview: Daniel Pana, Country Manager SAS Analytical Solutions

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Q: First of all, how was 2017 for SAS and how do you perceive the Romanian Market in terms of appetite for analytics, business intelligence and data management? For which of these do Romanian companies show more interest and why?


Daniel Pana: I would start answering your question from a broader discussion regarding Romanian market analytical development stage than addressing the 2017 appetite directly. In my opinion, there is a general pattern of Romanian development meaning that similar spread that we all can see between the large cities and rural area is applicable on analytical maturity of the IT market. Here are very advanced companies – majority within the financial sector, and beginners, but not many in between.


In terms of appetite, the most developed companies are served with a fix menu – ECB Regulatory, where the other are mostly business needs driven. To be precise, for the financial industry we have seen a lot of preoccupation with the space of GDPR, PSD II, BSCB 239 that translate, into Master Data Management, Data Quality, Data Lineage having the Business Intelligence just as normal part of the end to end solution plus some focus on the applied advanced analytics within the space of Anti Money Laundering and Fraud Management. The banking industry is further divided in two big segments: integrated and centralized institution, where the process is fully controlled from headquarters which are pushing almost everything to private clouds and are looking for standardization and the other that still acts and decides locally, which can be a bit more creative.


There are areas such as manufacturing and private health that have stepped into the Analytics through the Visual Data Discovery and Visual Statistics as they crave for actionable results in a timely manner. They are interested to understand their customers’ needs and behaviour and don’t have the time that traditional BI implies.


In other words, business intelligence became a commodity and the only actions that are generated on this topic are either improvement driven or the BI part comes embedded into a solution that either address compliance or the advance analytical need. Focus is on data management and advance analytics.


Q: As SAS states, ‘’analytics inspire action’’. What trends do you perceive in the Romanian Market in terms of actions inspired by analytics?


Daniel Pana: Inspiration, from an etymological point of view, we should read it “immediate influence of God or a god,” especially that under which the holy books were written, or another from Old French inspiration “inhaling, breathing in, inspiration”– and this is certainly true for Analytics. All companies that have been early adopters now are analytical centric, analytic is the “information god” and to continue with the analogy these companies start “breathing” analytics – they have changed their internal structure in order adapt to this new focus element – they have created analytical hubs, changed process to be capable to serve all internal clients they’ve, invented new roles e.g CDO (chef data officer, chef analytical officer) in order to comply with both internal need and the regulatory request. The result of these action is that now such companies are exceeding the borders of their own structured data, now these players are looking in collecting and analyzing unstructured data both from internal systems that have not been core so far e.g. customer complaints, recordings / transcripts from call center; emails or prospects online behaviour targeting to construct a new 3600 digital profile much more complete. In term of trends, simply the balance is in favour of those who will have better and more accurate customer and prospects profiles, for those that are capable of applying analytical optimization methods to their offers and marketing campaigns. To put it in a nutshell, analytics are becoming easily accessible to business users and empowering them to start and lead such a process, involving data scientists for more advanced topics.


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