Pr esent at ion Agenda

Business I nt elligence (BI ) & you An illust r at ion : Mar ket ing
I nt elligence Syst em

Business Benef it s BI Solut ion Component s

Need f or BI Solut ions

Business I nt elligence will help you f ind answer s t o ... Who Ar e t he Most Pr of it able Cust omer s? Least Pr of it able? What wer e our invent or y t ur ns last week? Which Pr oduct s and Ser vices Ar e t he Most Pr of it able? Least Pr of it able? What will be t he ef f ect of of f er ing discount s on sales? What Ar e t he Buying Pat t er ns? Cr oss Selling Oppor t unit ies?

A t ypical mult i-pr oduct , mult i-divisional company has t wo pr oblems: I t collect s a lot of dat a t hat never get s used. A good number of analyst s spend 100% of t heir t ime analyzing dat a Or ganizat ions wit hout BI Solut ion leads t o manager s spending minimum 20% of t heir t ime analyzing t he dat a t hemselves using Applicat ion Pr ocessing Syst ems

Wher e BI could be Used

The Complexit y Gr adient

Calculation & Derived Data Modeling & Time Series

Compet itive analysis Trend analysis Capacity Planning HR Planning Utilization Fulfillment Budget ing Consolidation ROI Calculation

Standard Reports

Query

Drill Dow n

What if We?

EIS OPERATIONS SALES & MARKETING

Product profitability Customer profiling Sales performance
Show all customers Show all vendors Show all pending purchase orders Show all orders > 1 Lakh Total outstandi ng payable against a vendor

What is the difference in sales between Q1 and Q2? What is the 13 week average of sales?

Did our promotion campaign have a LASTING impact on sales How many people to hire, when to hire, where do we put these people?

If we lowered our prices, would it increase market share? Multi dimensional view of the data

FINANCE

Increasing Complexity

Role of Business I nt elligence in Mar ket ing

STRATEGI C
Tar get t he best cust omer s, manage mar ket ing campaigns, gener at e qualit y leads Suppor t t he selling pr ocess f r om lead qualif icat ion t o closing t he business Resolve cust omer issues af t er t he sale r esponsively and pr of essionally

Mar ket ing I nt elligence Syst em

TACTI CAL
Mar ket ing analysis For ecast ing Mar ket ing Pr ocess Aut omat ion Deliver and bill t he cust omer Telesales Mobile Sales Repair s and Ret ur ns Communicat ion link Cr edit Check Ser vice ex ecut ion
Fort Worth Dallas Dallas - Fort Worth February, 1996
COUNTY TRACT WESTERN 9.512 miles/inch TXHIGH CITY

Target Customers
< 500 500 to 1,000 1,000 to 3,000 3,000 to 6,000 6,000 to 15,000 >= 15,000

Compet it ive I nt elligence Mar ket Resear ch

Denton

McKinney

Lewisville

Plano

Cust omer Focus is t he obj ect ive of Mar ket ing I nt elligence
Mar ket Resear ch Regr ession Analysis Linear Modeling Neur al Net s Dat a Mining

Business Benef it s
Suppor t f or st r at egic decision making Pr ovides f acilit ies t o senior decision-maker s in a r obust manner Eliminat e I mpact on Pr oduct ion Syst ems Reduce I nt er r upt -Dr iven Request s t o I S Empower Business User s Summar ize Oper at ional Dat a Lever age exist ing Oper at ional Syst ems

Dat abase Mar ket ing Compet it ive I nt elligence markets Dat a War ehousing Solut ion Dat a Access Cor e Technologies Dat a Management Marketing Repor t ing and Quer ying Repor t ing and Q uer ying Analyzing f or Modeling Intelligence Analyzing Dat a Visualizat ion EI S and DSS Tools t o Communicat e Understand Understand

Understand

customers

competition

Maj or st eps in dat a war ehouse implement at ion

Acquir ing t he necessar y dat a Tr ansf or ming t he dat a Cr eat ing and populat ing a dat a war ehouse Managing t he dat a using met adat a Loading t he war ehouse Exploit ing t he dat a war ehouse.

I nside Warehousing: Data Flow

D A T A A C C E S S
T R A N S F O R M A T I O N

Detail

Detail

S S
Datamart

Detail

S S

METADATA

Global Sales Analysis - I nf or mat ion Flow

Oper at ional Syst ems, Dat a War ehouse & Business I nt elligence Syst ems

Shipments

Siebel

Customers Product

Returns

Budgets

Transaction Transaction Systems Systems Get data IN Get data IN

Business Intelligence Business Intelligence Systems Systems

KOMS

Channel Market Time Variance

Large volume of Simple Large volume of Simple transactions transactions Analyze Channel Efficiency Study Sales Trend Perform Market Share Analysis Perform Variance Analysis Static applications Static applications Automates Routine Automates Routine

Data Warehouse

Get information OUT Get information OUT Small number of Complex Small number of Complex queries queries Dynamic applications Dynamic applications Automates Creativity Automates Creativity

% Variances

AR/ AP

Cumulatives