Tag Archives: Analytics Central

Where Is Home for Analytics? (Part 2)

Last week, we spoke about how analytics in the insurance organization has been growing up in different locations and that it will continue to be interesting to see how and where analytics grows into maturity. Click here if you missed that blog and you would like to catch up. Today, we’re going to step into the future and look at the most likely scenario in most insurance organizations, with the caveat that this will be highly dependent upon carrier size, type, unique features, etc.

To look at the logical location of analytics central within the insurance organization, it will be helpful to understand who will be using and needing data analytics and business intelligence (BI) reporting and how frequently it will be needed. In most organizations, this will naturally require some sort of assessment, because data gathering and analytics are changing at a rapid rate, and, if there is no current oversight, a survey/report will be needed.

For our purposes here, I’m going to assume that, sooner or later, nearly every area of the insurance value chain is going to be a consumer of data analytics. When we discuss analytics with insurance organizations today, we operate under the notion that data and analytics systems should be built with the capability to plug into areas of the organization that aren’t clamoring for analytics yet. Operations or human resources might be excellent examples. Both are areas that may one day be composed of analytics power-users but today are only flirting with the fringes of data analytics. In the case of human resources, it may be making some data-driven decisions today, but often it is supplied through health insurance payers or other areas where it is pre-analyzed. As analytic capabilities grow, staffing choices and HR communications will benefit from entirely new levels of observation and reporting.

Once we make the case that anyone in the insurance organization could be a candidate for using analytics, we can also assume that data sources and analytics may frequently overlap from department to department. To address efficiencies, security and tool use throughout the organization, it may make sense to create an analytics department that operates as a central hub serving all other areas.

Let’s use an analogy. We’re in the midst of summer, and tomatoes or cucumbers may be growing in some of our back yards. With most vining plants, one root produces multiple fruits, varying in their maturity dates. Provided they are pollinated properly (go, bees!), the one vine will give many good tomatoes at various locations along the vine.

This is roughly comparable to what may happen in many insurers. Functions under the chief data officer will be responsible for gathering, housing and securing reliable data. Imagine that function as the roots and the soil of the vining plant. The data organization will then deliver the data to the analytics organization…the main vine that will turn the data “food” into the analytics “fruit.” The fruit is the business intelligence every area needs to run its portion of the business. If we want to carry the analogy one step further, we can also consider that the fruit contains the seeds of the next generation’s growth. So the analytics organization is not only going to produce good fruit but will also offer to plant its intelligence in areas where the business wants to see new growth.

Instead of having data gathering and analytics strewn all over the insurance greenhouse, there will be one location for warehousing and one central source for analytics. It is going to require oversight by the chief actuary, the chief data officer and in all probability a chief analytics officer. The chief marketing officer and the entire C-level will be a part of determining how this new unit is built to ensure timely and effective service to the organization. The analytics team will represent a unified core that will need to balance business needs with departmental priorities. In some ways, it will look much like today’s management team, only with one goal – transforming the organization to be data-driven while keeping information secure and flowing through an ever-improving analytics infrastructure.

Where is Real Home for Analytics?

One of the fascinating aspects of technology consulting is having the opportunity to see how different organizations address the same issues. These days, analytics is a superb example. Even though every organization needs analytics, they are not all coming to the same conclusions about where “Analytics Central” lies within the company’s structure. In some carriers, marketing picked up the baton first. In others, actuaries have naturally been involved and still are. In a few cases, data science started in IT, with data managers and analytical types offering their services to the company as an internal partner, modeled after most other IT services.

In several situations that we’ve seen, there is no Analytics Central at all. A decentralized view of analytics has grown up in the void – so that every area needing analytics fends for itself. There are a host of reasons this becomes impractical, so often we find these organizations seeking assistance in developing an enterprise plan for data and analytics. This plan accounts for more than just technology modernization and nearly always requires some fresh sketches on the org chart.

Whichever situation may represent the analytics picture in your company, it’s important to note that no matter where analytics begins or where it currently resides, that location isn’t always where it is going to end up.

Ten years ago, if you had asked any senior executive where data analytics would reside within the organization, he or she would likely have said, “actuarial.” Actuaries are, after all, the original insurance analytics experts and providers. Operational reporting, statistical modeling, mortality on the life side and pricing and loss development on the P&C side – all of these functions are the lifeblood that keep insurers profitable with the proper level of risk and the correct assumptions for new business. Why wouldn’t actuaries also be the ones to carry the new data analytics forward with the right assumptions and the proper use of data?

Yet, when I was invited to speak at a big data and analytics conference with more than 100 insurance executives and interested parties recently, there was not one actuary in attendance. I don’t know why — maybe because it was quarter-end — but I can only assume that, even though actuaries may want to be involved, their day jobs get in the way. Quarterly reserve reviews, important loss development analysis and price adequacy studies can already consume more time than actuaries have. In many organizations, the actuarial teams are stretched so thin they simply don’t have the bandwidth to participate in modeling efforts with unclear benefits.

Then there is marketing. One could argue that marketing has the most to gain from housing the new corps of data scientists. If one looks at analytics from an organizational/financial perspective, marketing ROI could be the fuel for funding the new tools and resources that will grow top-line premium. Marketing also makes sense from a cultural perspective. It is the one area of the insurance organization that is already used to blending the creative with the analytical, understanding the value of testing methods and messages and even the ancillary need to provide feedback visually.

The list of possibilities can go on and on. One could make a case for placing analytics in the business, keeping it under IT, employing an out-of-house partner solution, etc. There are many good reasons for all of these, but I suspect that most analytics functions will end up in a structure all their own. That’s where we’ll begin “Where is the Real Home for Analytics, Part II” in two weeks.