Consumer Goods Consumer Goods 1 Forecasting Inventory replenishment Effects of marketing campaigns, advertising, coupons and store displays

Consumer Goods 2 Market research Sales and marketing analysis Consumer Goods 3 Sharing information with distribution sites, business partners and product managers Packaged Goods Identify required product features Consumer Goods information provider Maximize product, merchandising, shipping cost and customer management decisions

Distribution Supply chain analyses Understand pipeline issues

Finance/Banking Bank 1 Evaluating business concentration and risk exposure leading to modified credit policies and loan loss reserves Consumer asset data

Spot market trends Government regulation reporting Marketing Mergers Geographic overlap and saturation Information for government regulation and approval Bank 2 To support management planning, marketing and financial decision making Ability to track and cut costs Manage resources more effectively Provide feedback to bankers regarding customer relationships and profitability Bank 3 Information on spending patterns on a segment of issuing members card base (co-brand) Target marketing Promotion performance Members use it to analyze performance by product, geography, interchange rates, volume by merchant, location, promotions, operational performance Cardholder spending by state and merchant classification to develop direct mail promotion with key merchants. Ability to select better marketing partners, build innovative and successful new product and build brand loyalty Co-branding - determining where their cards, e.g., Sierra Club, NRA, are being used and develop target marketing plans Combine with proprietary data to determine purchase patterns to develop marketing programs

Agent alerts Early warnings for changing spending patterns Opportunity for special offer based on abnormal cardholder activity When response rate to promotions hits target Can test promotional opportunities Their member banks or co-brands can add data from the DW to their own proprietary databases Bank 4 Mortgage Loan portfolio New loans in process (pipeline) Secondary marketing Bank 5 – Deciding how to package new offerings Monitor enterprise-wide data Information on cross-selling Information on the results of special promotions at the branch level Profitability Integrating demographic and geographical data aimed at customers’ specific needs Bank 6 Use what they know about the customer to understand and forecast the economy Ability to service business partners faster Credit Cards 1 Identify new customers

Manage and control collections Develop new products Determine optimal marketing efforts for new products Manager customer service performance Identify potential risk of default Credit Cards 2 Model products Predict future cardholder performance What-if scenarios for customer acceptance Brokerage, Commodity Trading Identify target investment services, products and promotions Risk management Quality of trader transactions Home Mortgage Predict performance of load portfolio Predict performance of individual loans Financial Services Tracking investment managers Personal Trust Tracking managers on performance relative to indexes Tracking managers on the types of stocks they purchase Data Mining Product analysis

Customer segmentation Customer profitability Target marketing campaigns Fraud detection (credit cards)

Finance - General Expense evaluation - trends Customer Information Systems Customer profitability Fee tolerance Sarbanes Oxley compliance Basel II compliance Entity Analytics Direct Marketing Identifying terrorists Police – gang identification Banking Insurance Property and casualty fraud Health care insurance Fraud Patient matching

Government and Education Federal Government 1

Compliance research Federal Government 2 Terrorism intelligence Data sharing Post Office Sales by post office Transportation resources Manpower Efficiency of facilities Use of automated centers Finances Operations State Government 1 Accounting Payroll Procurement Human Resources State Government 2 Auditing and fraud investigation of social services State Government 3 Accident data National and Highway traffic data State Government 4

Identify potentially non-compliant tax payers State Governments 5 Food stamp fraud detection combined with geographic mapping software Corrections (The Big House) Database to support defense against lawsuits involving improper treatment of inmates Information to support requests for additional funding Provide information to the public and to the those who set policy Sharing information with other agencies Identified inmates who were high-risk drug offenders Integrating data from sheriff’s office, county attorney, superior court, clerk of the court, and indigent representation agencies University 1 Provide information to be used in a grant proposal Administer grant proposals

Application Uses DW appliances provide solutions for many analytic application uses, including: enterprise data warehousing super-sized sandboxes which isolate power users with resource intensive queries pilot projects or projects requiring rapid prototyping and rapid time-to-value off-loading projects from the enterprise data warehouse, such as large analytical query projects that affect the overall workload of the enterprise data warehouse applications with specific performance or loading requirements data marts that have outgrown their present environment turnkey data warehouses or data marts solutions for applications with high data-growth and high-performance requirements applications requiring data warehouse encryption

applications The primary purpose behind a data warehouse is to provide strategic information to the business. In the pursuit of this goal, complex questions are often asked. The size of data warehouse tables in combination with these complex questions can lead to performance issues. These performance issues come in two forms. The first performance challenge comes when moving operational data into the data warehouse through an ETL (extract, transform, load) process. This I/O intensive process can take a very long time depending on the amount of data loaded into the warehouse. The second performance challenge revolves around the questions end-users ask. With sophisticated desktop tools, very complex SQL can be generated. Complex SQL can lead to long running queries that need to be tuned so they finish in a reasonable amount of time. Centerfield helps address these issues and others through the following products:

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insure/INDEXand insure/ANALYSIS - performance tuning of SQL queries. This allows more complex questions to be answered so more value can be extracted from the data warehouse investment. insure/SECURITY - provides a layer of security to protect access to very valuable and potentially sensitive information. This is very important because data in a warehouse is more valuable to because it contains a much more comprehensive view of company operations.

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