Operating Model

Challenge

When establishing analytics initiatives, questions about the organizational and operational model typically need to be addressed at the outset. However, in larger organizations, these models often cannot be immediately implemented within day-to-day operations. The internal analytics department in marketing and sales for our client faced the challenge of fundamentally developing such an analytics operating model. It needed to clearly define internal responsibilities, dependencies, and customer offerings, providing the initiative with the necessary structure for continued successful operational execution of analytics projects.

Approach

An analytics operating model acts as the bridge between strategic alignment and operational execution. In various workshops, a 360-degree assessment of the current products and services, as well as the processes for use case delivery, was initially conducted. This was then gradually transformed into an operating model through process analyses and stakeholder mappings. The development of an analytics vision was also advanced. Subsequently, strategic steps towards the previously defined target vision were derived through a gap analysis. Corresponding action areas were defined to guide the client step-by-step towards implementing the developed operating model.

Result

Through collaboration, a comprehensive analytics operating model was developed for the client. Starting from the vision and a gap analysis, the operating model included a concrete target vision for the client's internal product and service portfolio, detailed roles and skills profiles for implementing the portfolio, and analyses of stakeholder interactions and process ownership. In addition to the operating model, further action areas were identified to enhance the internal team setup and promote visibility within the overall organization.