Super Models: The Best of BPM Analytics

Other Requirements for Fully Functional Models

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A modeling tool which includes all of these basic traits will provide functionality that helps businesses operate better. Still, a few additional attributes can make business models even more valuable to companies by making them as easy as possible for businesspeople to use.

One of these features is the look and feel of a spreadsheet. Spreadsheets are widely used and easily deployed. Plus, they deliver a number of benefits specific to modeling. They can be used to build models anytime the need arises, then to easily integrate those models with multidimensional OLAP tools. This combination enables the user to create a model in a spreadsheet, then replicate it across data dimensions. Macros can be built without writing code, so the spreadsheet can mimic what an analyst might do manually. Spreadsheets are expressive and enable people with limited training to develop a wide range of business models.

For spreadsheets to facilitate truly effective modeling, they must work in a collaborative environment. Thus, in their interactions with the underlying database, they must have both publishing (also known as "read") and revision (known as "write") functionality. The read/write approach allows for dynamic adaptations and ensures that the models are updated as appropriate. A read-only approach to a spreadsheet-based model limits both its usefulness as a modeling tool and its ability to be modified by businesspeople.

Another attribute that takes a modeling tool above and beyond the mainstream is simplicity. Once business models are in use in multiple divisions of an organization, propagating companywide changes to the models can be a challenge. Additionally, implementing changes introduces the problem of version control. To maintain simplicity, and to live up to the promise of common business models, organizations should adopt a uniform rules statement that drives the values (such as planning values) of its entire multidimensional modeling environment. With a single rules engine, if a change is made in any business rule or planning assumption, the values are automatically recalculated and can be viewed instantaneously.

Along the same lines, modeling software needs to be comprehensive and intelligible. As IT departments learned in the mid to late 1990s, documentation does not always keep up with the application or application coding. The less automated the process of modeling is, the greater the chance that changes will be made to models without clear documentation of the reasons for the changes or the assumptions underlying them. While this doesn't necessarily create the version-control nightmares that one-off models do, it does mean that statements, values, and assumptions could inadvertently be "hidden" in a model. Increasing the level of automation in a modeling tool -- through self-documentation and audit logs -- is valuable because then the tool can provide documentation, clarity, and traceability of changes to individual models.

Security in business-modeling software should be no different from that of an enterprise file server: File access should be granted based on a person's role, responsibility, and job function. This type of security measure rarely exists in the realm of financial data and spreadsheets; sometimes finance must choose between everything or nothing being locked down. But a modeling tool that incorporates the idea of role-based security -- and for spreadsheets, cell-level security -- allows organizations to more fully exploit the benefits of modeling.

Finally, a super modeling tool must score well in the areas of transparency and accuracy. These are two of the biggest buzzwords in business today. Just as in accounting, they hold relevance for modeling. With modeling, once the metadata is established, the system automatically understands, say, the difference between assets and expenses; provides accurate computation; and enables users to transparently understand the logic in the model.

Models for All Reasons

Organizations of all sizes, in a wide range of industries, have begun to realize the benefits of deploying a common business model across the organization and relying on BPM tools to manage, maintain, and automate it. Consider, for example, the case of a major credit-card issuer.

Fraud is one of the biggest problems facing financial services firms today; it leads to both financial losses and negative customer experiences. One international credit-card firm has a large, sophisticated fraud-prevention operation that consists of a value-analysis team, which measures and assesses the current fraud threat, and an initiative team, which develops ways to prevent and combat that theft. As part of its proactive approach to preventing fraud, this firm has turned to BPM software that includes business-modeling functionality. Modeling has enabled the firm to start with fraud analysis, looking for "hot spots" in the transactions, while incorporating collaboration and workflow for automated alerting. The company has relied on a common business model as the basis for easily deploying applications for intercepting fraud in which new postcards sent to customers are intercepted en route. The BPM solution enables the company to analyze where the high-risk postal codes are and then calculate the optimum delivery spend by using different delivery methods for different postal-code areas. The company also uses an application to analyze high-volume transaction data alongside fraud data (i.e., understanding the fraud-to-genuine ratio for certain types of businesses).

Another organization, a manufacturer in the frozen-foods market, uses BPM-based business modeling to solve a different challenge. The overall success of its business is impacted by fluctuating market conditions that are out of the company's control. For example, as the prices of certain supplies change, they impact corporate earnings. Predicting how raw materials' prices will affect future profits could be construed as a fairly simple analysis. However, when the firm factors in transportation costs (including rising gasoline prices) and warehousing costs by region, the profitability analysis becomes complex. This manufacturer uses modeling to analyze its profits by region, warehouse, and product. It also incorporates the business logic in its modeling tool -- and the corresponding data -- into its sales and marketing applications.

Finally, consider the situation faced by a publishing company, which has a particularly sophisticated set of business issues to deal with: fluctuating circulation, complex compensation and bonus structures, and potentially surprising commission issues at the end of each quarter. Added to this are the continuously shrinking margins in publishing and the consolidation of staff. Like many businesses in its industry, this publisher has consolidated editorial and advertising sales staff so that many staffers work for multiple magazines. This creates efficiencies and economies of scale but blurs the lines when it comes to analyzing profitability by magazine title.

To streamline earnings analyses, the company uses business modeling through BPM software to define its business logic and assumptions. With this logic, the finance team configures applications for use across the organization. Through complex allocations built into the model, the publisher can now analyze performance by magazine title, by region, by manager, and even by employee. Additionally, because the system incorporates the company's assumptions about how one aspect of the business affects another, the publisher can now anticipate the amount of quarterly and annual commission payouts, again, based on title, region, etc. This brings a much higher level of predictability into the business.

Modeling in Vogue

Modeling is becoming increasingly popular, as companies look to implement BPM enterprisewide, while also achieving efficiency and transparency. Just as the IT evolution is about automation, documentation, and agility, modeling can help businesses to reduce unknowns; free business assumptions hidden in documents, policies, and people; and bring repeatability to business logic.

Widening the reach of modeling in an organization increases the connection between employees and the business goals, raises awareness of what needs to be done and when, and holds the promise of transforming knowledge workers into knowledge contributors.

For details about the key requirements of a business model, see the white paper "The Case for Business Modeling" by Neil Raden at www.applix.com/productresources/business-modeling.asp

Neil Raden, founder of Hired Brains Inc., is an active consultant and widely published author and speaker, particularly on the subjects of modeling and analytics.

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