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What are the metrics a company should track?

Question: What are the metrics a company should track?

Chuck Kelley's Answer: The metrics that the business deems are the most critical for the organization to exist. Those metrics will depend on the industry of your customer. Hotel chains need, for example, RevPAR (Revenue Per Available Room) and GRR (Gross Room Revenue). With the business community, you need to determine what metrics they require.

Sid Adelman's Answer: These are some metrics that might be relevant - but find out how your senior executives are managed and measured. Those business metrics are the ones you should support.

  • Business metrics
    • Customer satisfaction, customer support
    • Call center measurements
    • Fraud - cost savings
    • Employee satisfaction - this could be incorporated into a corporate balanced scorecard
    • Campaign management - advertising and promotional campaigns
    • Dealer, supplier compliance
    • Demographic analysis - revenue and service by demographic category
    • Involuntary customer attrition analysis
    • Competitive analysis - metrics on key factors such as support cost/customer, customer acquisition cost, revenue/customer, demographic measurements
    • Capturing intellectual capital, knowledge management
  • Business-user measurements
    • User satisfaction
    • User efficiency
    • Usage
    • Empowering the users - reducing their dependency on IT - how much they are doing for themselves
  • IT measurements
    • Operational report reduction
    • Data quality improvements
    • SLAs for availability and response time
    • Timeliness of data
    • Data redundancy reduction

Sid Adelman is a principal in Sid Adelman & Associates, an organization specializing in planning and implementing data warehouses, in data warehouse and BI assessments, and in establishing effective data architectures and strategies. He is a regular speaker at DW conferences. Adelman chairs the "Ask the Experts" column on www.dmreview.com. He is a frequent contributor to journals that focus on data warehousing. He co-authored Data Warehouse Project Management and is the principal author on Impossible Data Warehouse Situations with Solutions from the Experts and Data Strategy. He can be reached at (818) 783-9634 or visit his Web site at www.sidadelman.com.

Chuck Kelley is an internationally known expert in database and data warehousing technology. He has 30 years of experience in designing and implementing operational/production systems and data warehouses. Kelley has worked in some facet of the design and implementation phase of more than 50 data warehouses and data marts. He also teaches seminars, co-authored four books on data warehousing and has been published in many trade magazines on database technology, data warehousing and enterprise data strategies. He can be contacted at chuckkelley@usa.net.

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