Jill England is the Business Intelligence Director at, Five-Tails a large manufacturer and distributor of upscale pet products. Five-Tails sells directly to department and pet product specialty stores, who then sell the products to consumers. While at, Five-Tails Jill and her staff have implemented an enterprise data warehouse, an effective reporting system, dashboards, and several analytical applications.Over the last two years, Jill has seen the hiring of people with advanced analytical skills (e.g. data scientists) into the various business units. For example, marketing hired a person with a Ph.D. in statistics to develop forecasting models and is in the process of hiring another person with advanced skills to do social media analytics. Finance hired a Ph.D. in econometrics to develop corporate forecasting models. The managers in these business units are very pleased with the results they are getting from the use of advanced analytics.Jill sees great value in bringing these people and skills into Five-Tails but is concerned that there is a need for some structure around them and their work. For example, one of them is using SAS Enterprise Miner, another one R, and a third an open-source data mining product. She knows that one product won’t meet everyone’s needs, but does everyone need a different product? The money isn’t coming out of her budget, but still …. However, she is being impacted by their needs for data. One of chewing up considerable CPU time in the warehouse and another is always requesting downloads, sometimes for data that is not easily supplied. And surely, there must be some best practices that can be shared.Jill needs advice on how to proceed.Do you agree that Jill should try to better coordinate the use of advanced analytics in Five-Tails?If “yes,” how should she proceed? Is she the right person to start the conversation? Who should she have the conversation with?What are some of the various ways that analytics might be better coordinated from a strategic perspective? Which approach do you recommend for Five-Tails?What opposition might occur from the business units and how might she respond?

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