Business Intelligence Blog from arcplan
17Jul/120

Mobile BI Strategy Checklist: Part I

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At every turn, we’re confronted with the reality that mobile BI is making its mark among modern organizations. Studies are confirming this, with TDWI‘s December research report revealing that 70% of participants see mobile analytics as an important part of their company’s BI strategy. Howard Dresner’s Mobile Business Intelligence Market Study found a similar number – 68% see mobile BI as either “critical” or “very important” to their business. And from my own experience with customers and prospects at arcplan, it seems as though everybody is jumping on the mobile BI bandwagon. Before diving head-first into your own mobile BI deployment, lay out a smart strategy that will ensure the project’s success.

Let’s consider the most basic (and important) factors of any organization’s mobile BI strategy: where the money’s coming from, who the project is aimed at, and what kind of BI applications are appropriate for mobile devices.

1. Return on investment
As with any other business project, your mobile BI strategy must have a discernible return on investment in order to get off the ground. In another article, we explored the 5 types of return on investment and the importance of categorizing a business project into one of these buckets. Revenue enhancement is one of the easiest forms of ROI to prove for a mobile BI project. Here’s an example: one of our customers is a company that tracks the effectiveness of pharmaceutical sales reps on arcplan-powered dashboards. The data has revealed that the average sales call for these reps is only about 3 minutes long, so every second counts. One company instituted a pilot program to switch reps from laptops to tablets, which start up significantly faster, to see if this would have a positive effect on sales. It worked – the switch increased the productivity of the reps in their meetings (allowing them to pull up research studies and email them to physicians quicker). This responsiveness on the part of the devices (and therefore the reps) has led to an average sales call duration increase of over 30%. Consequently, these reps have been able to increase the number of sales for the pharmaceutical company they represent. This pilot program proved revenue enhancement ROI and stakeholders gladly signed off on the larger project (tablets for everyone!) as a valuable investment.

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