New ways of doing analytics creates new questions in the business units

TDC has chosen SAS Visual Analytics as the engine for communicating business critical information to more users at a higher speed.

Jesper Bæk Overgaard - Head of Business Intelligence, TDC
Giving access to new ways of doing analytics will educate the users and enable them to raise other types of questions. We are very data-driven and knowledge-intensive already; it simply has to be easier to provide insights.

TDC is the largest provider of telephony, Internet and television in Denmark. For an extensive business in a rapidly developing industry, it is of vital importance that the different business units have access to the most recent information about the customers, the market, KPIs and other parameters supporting the strategic decision-making processes.
Jesper Bæk Overgaard is Head of Business Intelligence at TDC and is thus responsible for ensuring that the business units receive the right information at the right time. He has commenced a large project, which preferably will result in even more business managers at TDC experiencing that they have access to in-depth analyses on the business within their respective areas.
"Giving access to new ways of doing analytics will educate the users and enable them to raise other types of questions. We are very data-driven and knowledge-intensive already; it simply has to be easier to provide insights."

More focus areas
To ensure that even more people have quick access to business-critical information; TDC has chosen SAS Visual Analytics, which initially is rolled out to selected areas within different business units. ”The selected areas become an area of practice, which establishes a foundation and a number of use cases. We gain an insight into what is expedient to do, what we have to avoid and not least, how we set up a governance on business analytics. But I expect that we will experience an internal demand as soon as people see what we can, and the list of potential internal customers is longer that the areas initially selected,” says Jesper Bæk Overgaard.

New role for BI department
Jesper Bæk Overgaard is at the beginning of a process, in which he hopes to reap the benefits from the effort relatively quickly. First, for all the internal customers, but also for his own department, which will have the possibility to take on new and other types of activities to support the strategic goals. Among other things to assist in developing new analysis models and enter into dialogue on the results produced.
”Traditionally, the BI department has largely acted as a support function to the finance department. Nevertheless, I have an ambition that the BI department will act as a proactive partner, which can provide insight and knowledge in an agile way to the internal customers primarily – from sales staff at the forefront to employees looking for patterns of fraud. SAS Visual Analytics becomes the underlying basis for intensifying this dialogue – it is an excellent basis for producing insight among those who will provide data and those who will use data,” he says.

SAS Visual Analytics matched the other tools in our stack and had the right security and scalability elements as well as intuitive user interface.

Internal anchorage through ambassadors
As part of the process, 48 internal ambassadors have been appointed as the primary driving force of the project. By educating super users across the business units covered by the selected focus areas, it is expected that a strong anchorage is ensured for the roll-out.
“Preferably, we would like to advance rapidly from the crawling stage to be able to walk and over time also run – it is a steep learning curve. However, we believe it is possible when the users take ownership, and this is the very reason for the 48 ambassadors. They have to strengthen the analytical force within the various business lines. It will be a form of waterfall roll-out instead of a top-down approach so that the ambassadors in cooperation with the BI department create the individual reports and in this way make an impact across the organization,” Jesper Bæk Overgaard says.

Seamless integration to other systems
In the process prior to deciding on the selected areas, a process of clarification was carried out in which other systems and partners were discussed. But the choice fell on SAS Visual Analytics after having considered a number of important criteria, including:
• Security
• Scalability
• Intuitive user interface
• Integration to other systems

”SAS Visual Analytics matched what we wanted to achieve the best. In addition, we have a number of other solutions supporting SAS Visual Analytics, as much of our data lies in SAS environments. It creates a certain degree of seamless integration,” he says

The customer story is also available in Danish
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The business units at TDC need to be able to obtain vital information about the business and the market quickly and independently.


SAS Visual Analytics holds large amounts of data and presents it visually and comprehensibly, and ensures the user-friendliness.


A tool providing the business units with both the overall overview and in-depth information about business-critical data.

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