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:

• 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.