Sentient Enterprise

OLIVER RATZESBERGER is executive vice president and chief product officer of Teradata Corporation. Prior to Teradata, he spent seven years at eBay where he led their data warehouse and big data platform programs. He also has deep experience with open source startups. Ratzesberger joined Teradata in early 2013 as leader of the Teradata Research & Development software teams. As head of Teradata R&D, he now oversees a global organization including more than 1,900 technologists around the world.MOHAN SAWHNEY is the McCormick Foundation Chair of Technology, Clinical Professor of Marketing and the Director, Center for Research in Technology & Innovation at the Kellogg School of Management at Northwestern University. Professor Sawhney is a globally recognized scholar, teacher, consultant and speaker in innovation, strategic marketing and new media. His research and teaching currently focuses on modern marketing, organic growth and business innovation. Professor Sawhney advises and speaks to Global 2000 firms and governments worldwide and has written six management books as well as dozens of influential articles in leading academic journals and managerial publications.

• Foreword ixIntroduction xiiiChapter 1 Reimagining the Enterprise 1Disruption and Decision Making 3Self-Disruption at Cisco: On Purpose and at Scale 4Self-Disrupt in Sustainable Ways 5Analytic Pain Points and a Self-Service Revolution 6Access and Control 8A Necessary Evolution 11Putting It All Together 12Chapter 2 Leveraging an Expanding Universe of Data 15A Universe of Data: Expanding Exponentially with New Sources 17Game-Changing Capabilities 20Well-Intentioned Anarchy 22Data Marts and Their Discontents 23A Solution? “LinkedIn for Analytics” 25Getting Back to eBay: Fulfilling the Analytics Mandate 27Chapter 3 The Agile Data Platform 31Retaining Agility at Scale 32Rethinking Waterfall Methodologies 34Agile Analytics 35Spreading Agility Company-Wide with the Virtual Data Mart 36A Virtual Data Mart (by Any Other Name) in Action 38Time Boxing 39Fewer Requirements, More Prototypes 40Analytics on Analytics 41Making It Real with the Layered Data Architecture 42Driving Change in the Auto Industry 45Remembering the Big Picture 46Chapter 4 The Behavioral Data Platform 49Personalized—If Not Personal—Interaction 52New Measures for Success, Built on Behavioral Data 53Leveraging Behavioral Data for Real-World Business Challenges 55Behavioral Data Is Everywhere 58Agile Systems for Behavioral Data 59Back Inside the Layered Data Architecture 62Reaping Value and Insight 64Proactive Data Standards and Designing for the Unknown 65Chapter 5 The Collaborative Ideation Platform 67Avoiding “Anti-Social” Analytics 68The Problem of Metadata at Scale 70Collaboration and Context at Scale 72Merchandising Analytic Insights 73Staying on the Path to Value through Analytics on Analytics 75Adoption Takes Time 77Operationalizing Insights 78Chapter 6 The Analytical Application Platform 81Turning Analytic Insight into Action Across the Organization 83Lessons from the Cloud 85Creating an App Economy for the Enterprise 86DevOps to Make It Real 88Less ETL . . . 91. . . More “Data Listening” 92Setup for Sentience 94Chapter 7 The Autonomous Decisioning Platform 97Fast-Changing Capabilities 99Self-Driving Cars … and Companies 100“System of Systems” Building Blocks for Sentience 101Algorithms: A Must-Have for Autonomous Decisioning 102Strategically Applying Algorithmic Intelligence in the Enterprise 105Algorithmic “Magic” 106Analytics on Algorithms to Improve Decision Making 107Combining Algorithms on the Home Stretch to Sentience 109Agility as the Ultimate Litmus Test 111Chapter 8 Implementing Your Course to Sentience 113Ask the Right Questions, Warts and All 115Agile Strategic Planning Is Not an Oxymoron 116Adopt a Start-Up Mind-Set and Don’t Boil the Ocean 118Pick the Right Internal Partners to Demonstrate Value 119Embrace Agile Project Management Strategies 120Embrace Concurrency, Ensure Scalability 120Design in Governance That’s Seamless and Repeatable 121Optimize a Workforce to Act Fast, Fail Fast, and Scale Fast 122“It’s the Culture, Stupid” 123Conclusion 125Acknowledgments 137About the Authors 139Index 141