Land and Expand

Expanding user adoption by learning from the experts.

Land and Expand binoculars and map

Land and Expand binoculars and mapMuch has been made of the “land and expand” sales strategies of data discovery vendors Tableau and Qlik. First, “land” a single license of desktop software in the middle of a data-starved organization like accounting. Then “expand” by selling additional desktop licenses to curious co-workers, eventually spreading to multiple departments then roping in IT to adopt a server or cloud-based solution. Beautiful.

But did you know that it’s possible to use a land and expand strategy with your existing enterprise BI solution?

This article won’t help you decide if your organization should invest in data discovery tools. But I hope it will provide inspiration and ideas for extracting additional value from existing investments. Here are some practical ways that your Business Intelligence Competency Center (BICC) can increase user adoption of existing enterprise business intelligence.

Make it Easy to Get Started

Take a look at the homepages of SAP Lumira, Qlik, and Tableau. Go ahead— take a look. I’ll wait.

Did you see how easy it is to download the software? All three vendors provide a “free download” link in the top right corner of their web sites. You can achieve the same goal by creating or enhancing a BICC portal on your corporate intranet such as Microsoft SharePoint. There are typically two tasks users must accomplish:

  • granting BI platform access to an existing user’s ID
  • installing any client software such as the Web Intelligence Rich Client, Live Office, or Analysis for Microsoft Office

Many organizations have been reluctant to distribute desktop software such as the Web Intelligence Rich Client. But as its name indicates, it is a richer experience (without the annoying Java warnings, too). Whether a software installation is requested by a service ticket or downloaded from a server, be sure to provide easy-to-follow instructions for getting software on your BICC portal.

Give Away Free Samples

The second thing that data discovery vendors do really well is provide sample content. Make sure that all users (for SAP BI, the Everyone group) can access a folder of curated sample content. Ideally, this sample content should use corporate universes but could also use eFashion. Make sure that the samples are generic (don’t reveal sensitive information) and perform quickly by using only small data sets.

Give Away Free Tutorials

Data discovery tools typically feature free tutorials that can be accessed from inside the software itself or from the company web site. But using inexpensive tools such as tools such as Camtasia or ScreenFlow, you can go one step further by creating tutorials that use your organization’s data instead of sample data. SAP has done a fantastic job of describing how to create free tutorials— just look at their Learn BI web site for inspiration.

Your BICC portal should also include one or more pages that list the universes or BEx queries available in the BI platform. In addition to the semantic layer name, include a brief description (cut and paste from the universe parameters), the business user point of contact, the technical point of contact, and directions for requesting access to the information.

Rome wasn’t built in a day and neither was the SAP Learn BI site. Don’t be afraid to start small and build out a larger set of tutorials.

Give Away Free Webinars

In addition to static tutorials, hold repeating monthly or quarterly webinars. Check out this tweet from Qlik.

 

You should certainly record webinars and post the “best” one to your BICC portal. But I would encourage you to routinely (perhaps quarterly?) give live webinars because it’s a way to make the human connection with your user community. Their questions will provide valuable insight into how you can continuously improve your training materials, universes, and standard reports. Share presentation responsibilities throughout the BICC giving everyone on the team an opportunity to refine their presentation skills, even if they only handle 5 or 10 minutes of a larger presentation.

Be sure to collect data from your attendees such as name, department, job title and email address. Follow up with a quick email thanking them for their participation.

Reach Out to First-Time Casual Users

If you’ve ever downloaded a free version of a data discovery tool, you’ve seen the vendor’s CRM back-end in action. Via automation and an inside sales force, users who have downloaded the software are periodically contacted, asked if they need help, and reminded of free resources. Being able to cross-reference a user ID to an email address or phone number is key here. New users can also be identified by studying access requests submitted to the help desk.

Know Your Influencers

Desktop data discovery tools succeed not only because they create valuable content, but the person using it becomes a passionate evangelist for the product. In most organizations, these folks are known as “power users” and are sometimes noted as such in the BI security structure. However, just being labeled a power user doesn’t necessarily mean that you are one. Look for users that create and share a large amount of content. Because power users tend to push boundaries, it can also be helpful to look at the number and type of service requests users submit to the help desk.

Monitor Key Metrics and Refine Strategy

In all cases, user activity generates data. Data can be refined into key metrics. And key metrics can be monitored to refine BICC strategy. Look for insight from the SAP BusinessObjects auditor database, usage metrics from your BICC portal, usage metrics from a self-service download site or document management system, and help desk tickets. All of these sources are capable of providing data, but most will need additional additional refinement to reveal insights. Try to budget projects around these untapped data sources as part of your BICC’s annual planning.

Does it take too long to gain access to the enterprise BI platform? Does Brenda take too long to approve access requests? Is installing software a help desk fiasco? Address pain points and continually refine your BICC strategy.

Conclusion

Does your organization need a data discovery tool? Maybe.

Does your organization already own a data discovery tool due to the land-and-expand vigilance of their vendors? Highly likely.

Is there still untapped potential in your existing enterprise business intelligence platform? A distinct possibility.

I hope this article has given you some ideas to tap that latent potential.  Some of these topics are explored in my 2010 ASUG SAP BusinessObjects User Conference presentations, KPIs for Business Intelligence.

Author: Dallas Marks

I am a business intelligence architect, author, and trainer. I help organizations harness the power of analytics, primarily with SAP BusinessObjects products. An active blogger, SAP Mentor and co-author of the SAP Press book SAP BusinessObjects Web Intelligence: The Comprehensive Guide, I prefer piano keyboards over computer keyboards when not blogging or tweeting about business intelligence.

1 thought on “Land and Expand”

  1. Hi Dallas,

    Thank you for a great article.

    I’ve seen too many times where companies just introduce a new tool (regardless of whether it’s a BI tool or anything else) without any further taking care of its user base. As if the most (all?) energy was spent on planning, installing, integrating, migrating to a new software but then suddenly all momentum is lost and users are left alone with a tool they barely know and are hesitating to use.

    You make a good points in the article how to make sure that a tool is adopted well and users are “nurtured” from the very beginning.

    Thanks.

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