March 19, 2007

Three ways to market analytics-related technology

“Decision support”, “information centers”, “business intelligence”, “analytic technology”, and “information services” have been around, in one form or other, for 35+ years. For most of that time, there have been two fundamental ways to sell, market, and position them:

More recently – especially the past five years – there’s been a third way:

as early-generation implementations get replaced by newer ones.

At the 50,000 foot level, here’s some of what I see going on:

Related links


4 Responses to “Three ways to market analytics-related technology”

  1. James Taylor on March 23rd, 2007 4:18 pm

    There are pockets of more sophisicated systems out there – fraud detection, for example – where the analytics are deeply embedded in an application that relies on those analytics for its success. I do agree, though, that many “analytic applications” are nothing of the sort. An analytic application, to me, must be driven by an analytic model and must make some kind of decision as a result.

  2. Gary Hopkilns on March 30th, 2007 7:28 pm

    To your comment that vendors do little more than visual window dressing for mined data. We are finding that our customers who make use of their historians have a treasure trove of process information that they are not taking advantage of. We have designed and implemented a root cause analysis package that makes use of that historical data and gives the customer the correlation and CV of the variables involved in their process either upstream or downstream. There is no “silver bullet” to show the process engineer the exact reason. Half of the problem is that the “grey hair” experience is gone and the engineers on the floor now cannot tell you with complete confidence exactly how their process runs or exactly what variables affect it. I do believe that mining manufacturing historians will be a large market in the next several years.

  3. The Monash Report»Blog Archive » Business intelligence — technology and vendor strategy on April 3rd, 2007 5:41 am

    […] Good launching points for my other research on these subjects are this recent post on analytic technology marketing strategies and two high-concept white papers available here. […]

  4. The Monash Report»Blog Archive » Revolutionary trends in the analytics market on July 9th, 2007 8:54 am

    […] A more recent post on the same subject, with a substantial link list of its own. […]

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