1 Business Intelligence in the Information Age © 2006 Acxiom Corporation. All Rights Reserved....

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Business Intelligence in the Information Age

© 2006 Acxiom Corporation. All Rights Reserved.

Carmen McKenna-McWilliamsMarketing Technology Center of Excellence

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Business Intelligence in a Dynamic Environment

Why is Business Intelligence Important to my Organization?

Why is it so hard…

Best Practices, Tips and Tricks


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The Speed of Things…

Sony BMG Rome 2008 Demo - YouTube


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Why is Business Intelligence so important…• C-Level Reporting Needs • Senior Executive KPI’s• Historical data access• Digital information has increased by 30% per year • Need for Front Line Access• Current Global Economic Conditions

• Can Affect Key Business Drivers– New efficiencies– Accelerate and Automate Processes– Increase Productivity– Improve Customer Satisfaction– Lower Cost


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Business Intelligence Definition

Business Intelligence:

The technologies, systems and processes…

that facilitate the compilation, analysis and access…

to data and insight…

providing definitive and predictive information…

about the business.


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Two Different Perspectives

Natural Language

Functions Application Categories

What happened?

MeasuringReporting / Dashboard / Score carding

Data Visualization

Defining

Data Visualization

Data Mining

Segmentation

Search Asking questions in a natural language – “BI by Googling”

What is happening? Monitoring Event Management / What might happen / Alerts

What is going to happen?

PredictingPredictive Modeling

Optimization

What to do to take action?

Execution

Business Rules Engine

Campaign Management

Supply Chain Management

The Business User… …The IT Team…………………………..


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Leading Business Intelligence Providers

Source: Gartner, Magic Quadrant for Business Intelligence Platforms, 2009


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Examples of BI Portals


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Example in Real Life…

Trauma Transfer Capacity and Capability Status

The information provided below was generated on December 4, 2008 at 09:42 See Important Disclaimer Below

Utilization Survey

Available Temporarily Not Available Permanently Not Available

Metropolitan Region

Burn Unit

Cardiac Thoracic Surgery

CT Scan M R I

Emergency Room

ENT Maxio

Surgery

General Surgery

Hand Surgery

I C U Beds

Neuro Surgery

OB GYN

Surgery

Orthopedic Surgery

Spine Trauma

Arkansas Childrens

Open Open Open Open Open Open Open Open Open Not

Avail Open Open

Arkansas Heart

Not Avail

Open Open Open Not

Avail Open

Not Avail

Open Not

Avail Not

Avail Not Avail

Not Avail

Baptist Health Med - LR

Not Avail

Open Open Open Open Open Not

Avail Open Open Open Open Open

Baptist Health Med - NLR

Not Avail

Open Open Open Open Open Open Open Not

Avail Open Open Open

Conway Regional

Not Avail

Open Open Open Open Open Not

Avail Open

Not Avail

Open Open Not

Avail

North Metro Med Center

Not Avail

Not Avail

Open Open Not

Avail Open

Not Avail

Open Not

Avail Not

Avail Open

Not Avail

Saline Memorial

Not Avail

Not Avail

Not Avail

Open Open Open Not

Avail Open

Not Avail

Open Open Not

Avail

St. Vincent Infirmary

Not Avail

Open Open Open Open Open Open Open Not

Avail Open Open Open


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Interactive Examples in Real Life…

Recovery.govRecovery.gov

Stimulus Package BreakdownStimulus Package Breakdown


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Sample Architecture –

Purpose-Built WebServices Architecture

SERVICES

Open Data AccessDATA

Warehouses Warehouses (Relational & OLAP)(Relational & OLAP)

Transaction Transaction SystemsSystems

Flat, Legacy Flat, Legacy or Modernor Modern

SecuritySecurity PresentationPresentation QueryQuery ScheduleSchedule& Burst& Burst

MetadataMetadata

USERZero Footprint

Task-Based InterfacesReportingReporting

AnalysisAnalysisScorecardingScorecarding

DashboardsDashboardsSearchSearch

Event Event ManagementManagement

Office Office ConnectionConnection

QueryQuery


Barriers to Success…And some Practical Solutions

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InformationWeek:

Business Intelligence Gets Smarter •Polled 358 business technology professionals

•Assess the business intelligence environment and its direction for the foreseeable future.

•Trends and challenges related to business intelligence initiatives.


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•Deploy the Right Tool •Parameterize & Automate the Reporting Process

•Simplify the Data

•Deploy the Right Tool •Parameterize & Automate the Reporting Process

•Simplify the Data

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•Utilize Software as a Service

•Consolidate Business Intelligence Solutions

•Publish & Distribute Reports in Accessible Formats

•Utilize Software as a Service

•Consolidate Business Intelligence Solutions

•Publish & Distribute Reports in Accessible Formats

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• Integrate Data for Analytical Usage

•Mitigate Data Quality Issues

•Access Real-Time Data

• Integrate Data for Analytical Usage

•Mitigate Data Quality Issues

•Access Real-Time Data

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•Outsource Software Installation and Configuration

•Outsource Execution Processes

•Augment Business Intelligence Personnel

•Outsource Software Installation and Configuration

•Outsource Execution Processes

•Augment Business Intelligence Personnel

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• Identify Performance Thresholds

•Learn from your Spreadmarts

•Measure Employee Satisfaction

• Identify Performance Thresholds

•Learn from your Spreadmarts

•Measure Employee Satisfaction

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•Understand the Maturity of Your Business Intelligence

•Deploy Proofs of Concept

•Keep Up-To-Date on Business Intelligence Technologies and Trends

•Understand the Maturity of Your Business Intelligence

•Deploy Proofs of Concept

•Keep Up-To-Date on Business Intelligence Technologies and Trends

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•Customize Business Intelligence Applications for Executive Use

•Express Success in Terms of Return on Business Intelligence Investment

•Provide BI that demonstrates Cross-Functional Relationships

•Customize Business Intelligence Applications for Executive Use

•Express Success in Terms of Return on Business Intelligence Investment

•Provide BI that demonstrates Cross-Functional Relationships

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•General Lack of Project Management Rigor

•Define Financial Objectives

•Assess Data Health

•General Lack of Project Management Rigor

•Define Financial Objectives

•Assess Data Health

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• Identify Business Intelligence Leaders in Your Company

•Create a Business Intelligence Competency Center

•Establish Professional Objectives

• Identify Business Intelligence Leaders in Your Company

•Create a Business Intelligence Competency Center

•Establish Professional Objectives

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Business Intelligence Competency Centers and Centers of Excellence

A centralized cross-disciplinary team aimed at sharing competencies and investments including proven best practices as well as technologies.

To achieve a mature and centralized CC or COE:– Set a Mission Statement– Get Executive Level Support– Assemble a diverse team– This is not a “One and Done” Initiative– The tough decisions need to be tackled here– Promote!!– Be responsive

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•Demonstrate What is Possible

•Train Users on Business Intelligence Tools

•Train Users Regarding Their Data

•Demonstrate What is Possible

•Train Users on Business Intelligence Tools

•Train Users Regarding Their Data

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Great Resources

• Gartner• Forrester• TDWI (The Data Warehouse Institute)

1 Business Intelligence in the Information Age © 2006 Acxiom Corporation. All Rights Reserved....

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