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![Business Intelligence (BI)/Analytics and
Balanced Scorecard
The Balanced Scorecard
framework
“Business intelligence uses knowledge
management, data warehouse[ing],
data mining and business analysis to
identify, track and improve key
processes and data, as well as identify
and monitor trends in corporate,
competitor and market performance.”
Source: www.bettermanagement.com
Balanced Scorecard is to be
positioned as top-level business
intelligence linking operational
achievements to vision, strategy and
financial & non-financial measure
combination
Informed Risk Decisions](https://image.slidesharecdn.com/thebalancedscorecardmethodology-240804171331-5d852230/75/the-balanced-scorecard-methodology-in-marketing-7-2048.jpg)
Uploaded byHasan Gilani
the balanced scorecard methodology in marketing
The document discusses the Balanced Scorecard (BSC) methodology developed by Kaplan and Norton, which extends performance measurement beyond financial metrics to include non-financial indicators. It emphasizes the importance of aligning an organization's strategic objectives with operational actions to enhance performance and manage business value effectively. The BSC serves as a strategic management system that supports communication, accountability, and continual improvement across enterprises.
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the balanced scorecard methodology in marketing
- 1. The Balanced ScorecardMethodology Presentation by: Informed Risk Decisions; 2010 Informed Risk Decisions
- 2. 1992 2009 Based onpresentation of Balanced Scorecard Collaborative Articles in Harvard Business Review: “The Balanced Scorecard — Measures that Drive Performance” January - February 1992 “Putting the Balanced Scorecard to Work” September - October 1993 “Using the Balanced Scorecard as a Strategic Management System” January - February 1996 1996 2000 Endorsement by Gartner Group 2009: The balanced scorecard methodology developed by Drs. Kaplan and Norton extends beyond financial measures to link vision to action. The Harvard Business Review has acclaimed the balanced scorecard as one of the most influential ideas of the past 75 years Source: Gartner Group; 2009 Feature Article: Business Value of IT — Non-financial Measurements “The Balanced Scorecard” is translated into 18 languages The Balanced Scorecard (BSC) - "One of the most important management practices of the past 75 years" HBR Measurement and Reporting Alignment and Communication Enterprise-wide Strategic Management Informed Risk Decisions
- 3. In times ofuncertainty, managing the factors that drive business value becomes especially significant. Standard financial measures are insufficient for capturing all the critical elements of business worth. It is crucial to establish standards for non-financial measurement of business performance. These metrics would include, for example, leading-edge indicators for an enterprise's ability to innovate as well as manage demand, supply and shared services. Such metrics should be standard, objective and capable of being audited. Supported by new reference models, methodologies and advancement in IT, performance measurement can provide greater insights into the cause-and- effect relationships between operating events and financial results. Such knowledge depends on measures that expand the traditional financial metrics to encompass non-financial elements that offer a platform for management of performance. The balanced scorecard methodology developed by Drs. Kaplan and Norton extends beyond financial measures to link vision to action. The Harvard Business Review has acclaimed the balanced scorecard as one of the most influential ideas of the past 75 years. Based on: Gartner Group Feature Article: Business Value of IT — Non-financial Measurements; 2009 Key Performance Indicators (KPI) are financial and non-financial metrics used to quantify objectives to reflect strategic performance of an organization. Financial and non-financial metrics - Key Performance Indicators (KPI)
- 4. The Balanced ScorecardMethodology: Making the strategy tangible, understood and shared At the highest level, the Balanced Scorecard is a framework that helps organizations to translate strategy into operational objectives that drive both behavior and performance. Source: Balanced Scorecard Collaborative/Palladium The BSC is a structured approach to performance measurement and performance management that links the organization’s strategic thinking to the activities necessary to achieve desired results The BSC is a vehicle for communicating an organization’s strategic direction and for measuring achievements towards these predetermined objectives The BSC clearly establishes linkage between strategic objectives, the measures for determining progress, the stretch targets established, and the focused initiatives needed to move the organization forward to meet those organizational goals Source: USA, Department of Energy Procurement System
- 5. Strategy “A general methodfor achieving specific objectives. It describes the essential resources and their amounts, which are to be committed to achieving those objectives. It describes how resources will be organized, and the policies that will apply for the management and use of those resources." Source: Engineering Strategy Development; Definition of Strategy; Feb 2004 http://www.johnstark.com/es5.html Please note: The term Strategy is intuitively perceived as relating to Enterprise-wide strategic objectives; however it may describe also departmental/functional objectives/goals/targets such as of Customer Service dept…
- 6. Enterprise-wide strategic objectives and/ordepartmental/functional goals and targets Key Performance Indicators (KPI) put to work by applying, adapting and tailoring the Balanced Scorecard methodology Implementation : Hands on Wheel The Strategy Landscape: Strategy Implementation, monitoring and control Drilling down Analyzing Tracking Cause-Effect validity Monitoring & Control Informed Risk Decisions
- 7. Business Intelligence (BI)/Analyticsand Balanced Scorecard The Balanced Scorecard framework “Business intelligence uses knowledge management, data warehouse[ing], data mining and business analysis to identify, track and improve key processes and data, as well as identify and monitor trends in corporate, competitor and market performance.” Source: www.bettermanagement.com Balanced Scorecard is to be positioned as top-level business intelligence linking operational achievements to vision, strategy and financial & non-financial measure combination Informed Risk Decisions
- 8. 1.1 Top leadershipcommitted 1.2 Case for change clearly articulated 1.3 Leadership team engaged 1.4 Vision and strategy clarified 1.5 New way of managing understood 1.6 Program manager identified 5. GOVERN TO MAKE STRATEGY A CONTINUAL PROCESS 3. ALIGN THE ORGANIZATION TO THE STRATEGY 3.1 Corporate role defined 3.2 Corporate – SBUs aligned 3.3 SBU – Support units aligned 3.4 SBU – External Partners aligned 3.5 Board of directors aligned 5.1 BSC reporting system established 5.2 Strategy review meetings conducted 5.3 Planning, budgeting, and strategy integrated 5.4 HR and IT planning linked to strategy 5.5 Process management linked to strategy 5.6 Knowledge sharing linked to strategy 5.7 Strategy Management Office established 2.1 Strategy map developed 2.2 Balanced Scorecard created 2.3 Targets established 2.4 Initiatives rationalized 2.5 Accountability assigned 4.1 Strategy awareness created 4.2 Personal goals aligned 4.3 Personal incentives aligned 4.4 Competency development aligned 4. MOTIVATE TO MAKE STRATEGY EVERYONE’S JOB STRATEGY- FOCUSED ORGANIZATION BEST PRACTICES 2. TRANSLATE STRATEGY TO OPERATIONAL TERMS 1. MOBILIZE CHANGE THROUGH EXECUTIVE LEADERSHIP Source: Balanced Scorecard Collaborative/Palladium - www.bscol.com ; NOW - http://www.thepalladiumgroup.com There is a consistent set of “best practices” applied by successful BSC users
- 9. Getting acquainted withthe Balanced Scorecard Informed Risk Decisions
- 10. Financial Perspective • Objectives • KeyPerformance Indicators • Targets • Initiatives Strategy Learning & Growth Perspective • Objectives • Key Performance Indicators • Targets • Initiatives Customer Perspective • Objectives • Key Performance Indicators • Targets • Initiatives Internal Process Perspective • Objectives • Key Performance Indicators • Targets • Initiatives Kaplan and Norton, 1996 What is meant by “Balanced” The task of developing a comprehensive strategy demands systematic consideration and integration of various perspectives. We have to balance between financial and non-financial considerations and apply a measure combination. The basic framework as conceived by Kaplan and Norton, 1996 is presented below. The actual contents of each perspective are tailored to the specific organizational/unit realities, needs and challenges. For making the strategy explicit we use the Strategy Map/s
- 11. CUSTOMER - Customer Satisfaction -Effective Service/Partnership MISSION VISION STRATEGY LEARNING AND GROWTH - Access to Strategic Information - Employee Satisfaction - Organization Structured for Continuous Improvement - Quality Workforce FINANCIAL - Optimum Cost Efficiency of Purchasing Operations; Cost Reasonableness of Actions INTERNAL BUSINESS PROCESSES - Acquisition Excellence - Most Effective Use of Contracting Approaches - Streamlined Processes - On-Time Delivery - Supplier Satisfaction - Socio-economics Source: USA, Department of Energy Procurement System Tailoring to the specific organizational/unit realities, needs and challenges - government procurement service example
- 12. What do webalance • Financial versus Non-financial measures • Tangible versus Intangible assets • Long-term versus Short-term Goals • Internal versus External Perspective • Performance Drivers versus Outcomes Cause-effect relationships hypotheses
- 13. 13 Internal Process Perspective InternalProcess Perspective Financial Perspective Financial Perspective Learning & Growth Perspective Learning & Growth Perspective Customer Perspective Customer Perspective Return on Investment Price Quality Time Function Image Relatio- ship Value Proposition Sources of Growth Sources of Productivity Technology Infrastructure Climate for Action + + “Build the Brand” “Make the Sale” “Deliver the Product” “Service Exceptionally” Revenue Strategy Productivity Strategy 1. The economic model of key levers driving financial performance 2. The value proposition of target customers 3. The value chain of core business processes 4. The critical enablers of performance improvement, change and learning Staff Competencies Source: Presentation of Balanced Scorecard Collaborative Example of the Basic Building Blocks of the Strategy and displaying the strategy’s cause-effect hypotheses
- 14. Making the strategy’shypotheses explicit: the Strategy Map “A strategy map for a Balanced Scorecard makes explicit the strategy’s hypotheses. Each measure of a Balanced Scorecard becomes embedded in a chain of cause-and-effect logic that connects the desired outcomes from the strategy with the drivers that will lead to the strategic outcomes.” The Strategy-Focused Organization by Kaplan and Norton 2001
- 15. 15 Executive consensus and Executiveconsensus and accountability: accountability: Building the map eliminates ambiguity and clarifies responsibility. Educate and Communicate: Educate and Communicate: Build awareness and understanding of organization strategy across the workforce. Ensure Alignment: Ensure Alignment: Each sub-unit and individual link their objectives to the map. Source: "Using Balanced Scorecard Technology to Create Strategy-Focused Public Sector Organizations", Robert S. Kaplan, April 21, 2004, pg. 20 Promote Transparency: Promote Transparency: Communicate with and educate constituents, partners, oversight bodies, and the general public. Strategy Maps – Strategy Maps – A Better Way to Communicate Strategy A Better Way to Communicate Strategy
- 16. Kaplan and Norton'sGeneric Strategy Map template The Generic Strategy Map template has to customized to the organization’s/department's/unit's particular strategy Please keep in mind that the positioning of a perspective on the template does not in any way indicate the relative importance of the perspective.
- 17. Customer Value Proposition Selection Availability Quality Price OrganizationCapital A Strategy Map Represents How the Organization Creates Value •Supply •Production •Distribution •Risk Management Operational Management Processes •Selection •Acquisition •Retention •Growth Customer Management Processes •Opportunity ID •R&D Portfolio •Design/Develop •Launch Innovation Processes •Environment •Safety and Health •Employment •Community Regulatory and Social Processes Internal Perspective Human Capital Information Capital Culture Leadership Alignment Teamwork Learning and Growth Perspective Customer Perspective Financial Perspective Functionality Service Partnership Brand Product / Service Attributes Relationship Image Improve Cost Structure Increase Asset Utilization Long-Term Shareholder Value Expand Revenue Opportunities Enhance Customer Value Productivity Strategy Growth Strategy Source: Kaplan R. S. & Norton D. P.,2004,Strategy Maps: Converting intangible assets into tangible outcomes, HBR
- 19. Sample Strategy Map:Consumer Bank Internal Process …which is all about great products and personal service… Customer …enduring value-added relationships… Financial “Our success comes from… C3 - “Appreciate me, and get things done easily, quickly, and right.” C1 - “Understand me and give me the right information and advice.” C4 - “Be involved in my communities.” C2 - “Give me convenient access to the right products.” F1 - Achieve sustainable double- digit net income growth F2 - Maximize traditional revenue sources F4 - Manage financial resources for maximum risk-adjusted return F3 - Grow non- traditional revenue sources Learning and Growth …delivered by a motivated & prepared work force.” L4 - “We have the information and tools we need to do our jobs.” L1 - “We develop, recognize, retain, and hire great people.” L3 - “We understand the strategy and know what we need to do.” L2 - “I’m developing the skills I need to succeed.” Innovation Customer Partnerships Operational Excellence Provide premium service to delight and retain valuable customers Maximize efficiency and quality of business processes Focus on the critical few activities Consistently deliver the full value proposition Migrate customers to the right channel Identify and recognize high- potential relationships Segment markets and target prospects Communicate the full value proposition Broaden offering through internal & external partnerships Develop attractive new products & services
- 20. 20 Objectives • Fast ground turnaround Statementof what strategy must achieve and what’s critical to its success Target • 30 Minutes • 90% The level of performance or rate of improvement needed • Cycle time optimization Key action programs required to achieve objectives Initiative Measurement • On Ground Time • On-Time Departure How success in achieving the strategy will be measured and tracked Strategic Theme: Operating Efficiency Profitability Financial Learning More customers Ground crew alignment Lowest prices Fewer planes Customer Internal Fast ground turnaround Strategy Map example: Diagram of the cause-and-effect relationships between strategic objectives Flight Is on time BSC Terminology Extending the Map into Objectives, Measurements, Targets and Initiatives Based on : Presentation of Balanced Scorecard Collaborative
- 21. Strategy Department Team/ Individual Measures Objectives The Organizational Framework Horizontaland Vertical Alignment !!! Strategic Business Unit (SBU) Ensure Alignment: Each sub-unit and individual link their objectives to the map.
- 22. Cause - effecthypotheses We must test hypotheses of cause-effect relationships “The key for implementing strategy is to have everyone in the organization clearly understand the underlying hypotheses, to align resources with the hypotheses, to test the hypotheses continually, and to adapt as required in real time.” The Strategy-Focused Organization by Kaplan and Norton 2001 Strategies and action plans are based on cause-effect hypotheses e.g. assumptions and Ifs (as far as strategy is concerned IF is the longest word) “If we do….., we will raise more income” Mapping the strategy highlights the assumed cause-effect relationships. We must continuously test and check the validity the hypotheses They might have been wrong and/or the assumed environmental/internal realities have been changed. CHANGE is the name of the game We must continuously monitor implementation Informed Risk Decisions
- 23. Ability to drilldown
- 24. Strategic Competencies StrategicTechnology Climate for Action Infrastructure Applications Customer Business Partners Homeowners Processes Value Chain (faster, better, or cheaper) Receive Applications Process Applications Service Mortgages Develop Loan Programs Skills, Technology, Motivation Mission Increase Home Ownership Increase Market Share Reduce Claims Source: Presentation by Patrick Plunkett Department of Housing & Urban Development July 20, 2006 Housing Strategy Map example: Cause-effect hypotheses
- 25.
- 26. 26 Typically 8-12 Weeks Step1 Step 1 Develop a Develop a Project Plan Project Plan Step 2 Step 2 Build a Build a Strategic Strategic Architecture Architecture Step 3 Step 3 Draft a Draft a Strategy Map Strategy Map With Linkages With Linkages And Themes And Themes Step 4 Step 4 Determine Determine Measures and Measures and Targets Targets Step 5 Step 5 Select Strategic Select Strategic Initiatives Initiatives Step 6 Step 6 Plan for Plan for implementation implementation of the SFO of the SFO Balanced Scorecard Six Step Development Process
- 27. Putting the BSCto work Presentation of the metrics and their visualization
- 28.
- 29. Balanced Scorecard Balanced Scorecard RadarChart Radar Chart Dashboard Dashboard
- 30. 30 Some of theIndicators of Good Balanced Scorecard 4. Financial Linkage Every objective can ultimately be related to financial results 1. Executive Involvement Strategic decision makers must validate and own the strategy and related measures 2. Cause-and-Effect Relationships Every objective selected should be part of a chain of cause and effect linkages that represent the strategy 3. Balance between outcome and leading measures There should be a balance of outcome measures and leading measures to facilitate anticipatory management 5. Linkage of Initiatives and Measures: Each initiative should be based on a gap between baseline and target. A good Balanced Scorecard will “tell the story” of your strategy in actionable terms. Source: Balanced Scorecard Collaborative/Palladium
Editor's Notes
- #15 Research by Harvard Business School suggests four major benefits to using a Strategy Map within the Public Sector: Helps build consensus on what the agency must do strategically. Effectively communicates strategy across the agency. Helps ensure that all components in the agency are aligned around strategy. Promotes strategy outside the agency to others who have a vested interest in the agency’s strategy.