29
© 2010 IBM Corporation Business Analytics IBM Cognos Business Intelligence and Performance Management John Muckler– Sr. Solutions Specialist, IBM Cognos Software
© 2010 IBM Corporation
Business Analytics
IBM Cognos Business Intelligence and Performance Management
John Muckler– Sr. Solutions Specialist, IBM Cognos Software
© 2010 IBM Corporation
Business Analytics
2
Why?How are we Doing?
What ShouldWe be Doing?
Every day you answer key questions:
© 2010 IBM Corporation
Business Analytics
Slide 3
Our world is becoming
INSTRUMENTEDOur world is becoming
INTERCONNECTEDVirtually all things, processesand ways of working are becoming
INTELLIGENT
… to help build a Smarter Planet
© 2010 IBM Corporation
Business Analytics
… Yet organizations are operating with blind spots
Inefficient Access1 in 2 don’t have access to the
information across their organization needed to do their jobs
Lack of Insight1 in 3 managers frequently make
critical decisions without the information they need
Inability to Predict3 in 4 business leaders say more predictive information would drive
better decisions
Variety of Information
Volume of Digital Data
Velocity of Decision Making
Source: IBM Institute for Business Value
With this change comes an explosion in information …
© 2010 IBM Corporation
Business Analytics
A smarter planet demands smarter analytics.
Discover insights by capturing and synthesizing information
from a variety of sources.
Predict outcomes by consolidating systems to establish an integrated view of
the business.
Act faster with far-reaching business insight to better understand
customer needs & preferences.
Enterprise Strategy
© 2010 IBM Corporation
Business Analytics
Companies that invest in business insight consistently outperform
Revenue Growth: N = 580; EBITDA: N = 435; ROIC: N = 606Source: IBM Global Business Services, The Global CFO Study 2010
7.3%
0.6%
11.9%
9.0%
Finance organizations with business insight
Without
12.5%
9.4%
33% Higher Return on Invested Capital
5 Year Average (2004-2008)
33% Higher Revenue Growth
5 Year CAGR (2004-2008)
Over 12 Times Higher Earnings
5 Year CAGR (2004-2008)
© 2010 IBM Corporation
Business Analytics
"Location, Location, Location."What does one of the largest consumer products retailers in the world use to price its most valuable on-line advertising space?
…They use IBM Cognos Business Intelligence.Business Challenge:
Monitoring success of advertising campaigns, conversion rates, pricing and yields across the web commerce division to understand what that advertising space is worthAdvertising pricing decisions were based on 'feel‘ and could not be quantifiedMulti-week turn-around between information requests and receipt of data
Solution:IBM Cognos 8 BIReplaced home-grown data-extract-based solution with systematic self-service business intelligenceIBM Cognos allowed semi-technical business users to easily organize their own data into user-friendly information for their managers & executives without burdening their IT org.
Benefits:Created a “quick hit” win for the business previously hampered by incomplete and late data80% Reduction in time from request to receipt of informationEnabled monitoring of each advertising inventory slot by location within the site to understand which business dimensions drove revenue determine what that space was worth (i.e., the price of a banner on the front page)Generated a revenue increase and ROI on their IBM Cognos investment so large that for competitive reasons, they could not be reference for us.
Reduced reporting time on advertising metrics from 2-4 week down to 2 days
Enabled company to develop their advertising pricing model websites
© 2010 IBM Corporation
Business Analytics
■ Strategy■ Strategy
■ Decision Making■ Decision Making
■ Information■ Information
■ Data■ Data
Optimizing Performance
© 2010 IBM Corporation
Business Analytics
Optimizing Performance
Why? What Should We be Doing?
How are we Doing?
BI TM1
MetricsMgmt
© 2010 IBM Corporation
Business Analytics
10
TM1: Next Generation Planning
•High-Volume Planning
•Write-back
•64-bit In-Memory OLAP
•Cognos data source for useby planning and enterprise BI
© 2010 IBM Corporation
Business Analytics
How Answers are Often Found
11
CMO
Why?
How are we doing?
What should we be doing?
INTER
NA
L DA
TAEXTER
NA
L DA
TA
MARKETING
Why?
How are we doing?
What should we be doing?
ERP
HR
RETAIL
AC NEILSON
TBS/DLB
CRM
© 2010 IBM Corporation
Business Analytics
12
Customer & ProductProfitability
Multi-channelMarketing
Workforce Optimization
Dynamic Supply Chain
Financial Risk Insight
Unlocking the Business Value of Information
IBM InfoSphere WarehouseIBM InfoSphere MDM Server
IBM Information Server
IBM Cognos 8 BIIBM Cognos 8 Planning
IBM Cognos TM1
DB2, IMS, InformixIBM Content Manager, IBM
FileNet
Indutry Models, Blueprints & Frameworks
© 2010 IBM Corporation
Business Analytics
© Copyright IBM Corporation 2010Univar and IBM Corporation13
Role-Based BI Services based on Centralized Metadata
Simplify Integration Increase trust and confidence in information
Increase compliance to standards
Facilitate change management & reuseDesign Operational
DevelopersSubject Matter Experts
DataAnalysts
Business Users Architects DBAs
Unified Metadata Management
© 2010 IBM Corporation
Business Analytics
Start to Understand the “Why” Behind Business Performance
Reporting
Address full breadth of report needs (personalized, transactional, management, statutory, production…)Deliver consistent information across all types of outputPersonalize and target to each department/individual without having to re-authorRe-use queries, analyses, express author reports in business and collaborate on design with ITEasy access to data lineage, definitions of terms, and annotations
Ad-hoc Query
Intuitive, self-service reportingAccess to all data; drag and drop query creationEasy sorting and filteringCorporate templates for consistencyShare ad-hoc or promote for professional distribution
© 2010 IBM Corporation
Business Analytics
Measure and Monitor to See “How” You’re Doing
Dashboards
Provide at-a-glance, high impact views of complex informationHelp quick focus on issues that need attention and actionCombine information across disparate sourcesBenefit from range of highly visual personalized, managed, or self-assembled dashboards
Scorecards
Provide instant measurement relative to targets and benchmarksAlign decisions and tactics with strategic initiativesSupport range of scorecarding methodologies Ensure ownership and accountability
© 2010 IBM Corporation
Business Analytics
Dig Deeper into “Why” and Investigate Possible Better OutcomesAnalysis
Compare and contrast to reveal symptoms and causes behind trendsGain same analysis experience on Web or in Excel interfacesPerform personal exploration across multiple dimensions of informationMove from summary level to detail effortlessly
‘What-if’ Scenario Modeling
Model and compare scenarios (e.g. financial or profitability analysis)Flexible analysis using Web or Excel interfacesReorganize, reshape information with write-backTight integration of Cognos TM1 with Cognos 8
© 2010 IBM Corporation
Business Analytics
Determine What You “Should be Doing”
Enterprise Planning
Replace spreadsheet based, manual budgeting and planningConnect operations and financeEngage the whole organization to make better informed decisionsReplace rigid, annual budgeting with continuous planning for higher responsiveness Support best practices (e.g. driver based planning, rolling forecasts)Leverage best practice Blueprints to speed deployment for processes inside and outside of Finance
© 2010 IBM Corporation
Business Analytics
Enrich with Context and Content of Unstructured Information
Identify and tag all relevant content regardless of its source by crawling key words or phrasesRefine the content to provide business context using faceted navigation and searchExplore deviations and anomalies through advanced visualizationDeliver enriched content to other processes and applicationsCombine with structured data for additional insight in reporting and analysis
Text Analytics
© 2010 IBM Corporation
Business Analytics
Inform Decisions with Statistics and Predictors of “What Might Happen”
Predict future events and proactively act upon that insightUse data collection to capture customer attitudes and opinionsApply text and data mining to uncover previously undiscovered patternsApply advanced statistical analysis to raise confidence in conclusionsDeliver KPPs and other predictive results with other BI content to enrich existing reporting and analysis
Advanced Analytics
© 2010 IBM Corporation
Business Analytics
Gain Flexible Access Wherever and Whenever Needed
Deliver in any language with robust Unicode supportReceive in any format (PDF, HTML, Excel, XML…)Access refreshable BI content in any location that best serves the individual (Excel, PowerPoint, Word, Enterprise Search, Portal)Search to find instant answers, related content and to author based on search termsBrowse BI content on mobile devices including BlackBerry, Windows Mobile and Symbian devicesAutomate personal alerts, email bursting, scheduled report productionMashup within applications and in processes
© 2010 IBM Corporation
Business Analytics
Cognos allows you to reach all information reliably and timely
Complete Access to all data wherever it resides
– Open data access – Single query service
Flexible combination of data sources and sourcing strategies
– Optimized direct access– Federated access – Dimensional ETL– 3rd party Integration
Optimized access for faster data delivery – Multi-dimensional cube builder – OLAP cubes – Virtual caching
Single Query Service
SQL MDX
MODERN ANDLEGACY SOURCES
APPLICATIONSOURCES
OLAPSOURCES
MESSAGESOURCES
RELATIONALSOURCES
XMLJDBCLDAP
WSDL …
ODBCCVS
EXCELACCESS
LOTUS DOMINO …
SAP BWORACLE OLAP
ORACLE (HYPERION) ESSBASETERADATA AJIS
MICROSOFT ANALYSIS SERVICESCOGNOS 8 POWERCUBE
COGNOS TM1INFOSPHERE CUBING SERVICES …
SAP R/3ORACLE
PEOPLESOFTSIEBEL
SSASALESFORCE
COGNOS 8 PLANNINGCOGNOS NOW! …
IBM DB2 ORACLE
SQLSERVERIBM INFORMIX
TERADATASYBASE …
IBM WEBSPHERE MQ IBM WBI SERVER FOUNDATION
BEA WEBLOGICTIBCO EMS …
Open Data Access
Complete access to all data
© 2010 IBM Corporation
Business Analytics
Cognos allows you to deliver a complete, consistent view of the business
Business-relevant information for every decision maker
– Common business model – Multi-lingual
Optimal modeling to meet business requirements
– Model advisor – Multi-participant modeling
Understanding for the business into the information
– Common dimensions – Lineage in business terms
Modelers can make changes without disrupting end users
Understand potential data issues and how to resolve them
Provides confidence that best practices have been followed
Optimal modeling
© 2010 IBM Corporation
Business Analytics
Cognos allows you to cost-effectively scale as user communities grow
Confident deployment and predictable performance
– Peer to peer services – Fault tolerance
Ability to meet and exceed SLAs with the business
– Proactive administration – System management methodology
Efficiency to manage the system through change
– Visual upgrade managerAbility to leverage and enhance existing security
– Single sign-on
Prioritize critical process to ensure consistent service is delivered
Prioritize critical process to ensure consistent service is delivered
View hundreds of system metrics, consolidated in summary views
View hundreds of system metrics, consolidated in summary views
Provide centralized holistic management of Cognos solution
Provide centralized holistic management of Cognos solution
Leverage reporting capabilityLeverage reporting capability
Proactive administration
© 2010 IBM Corporation
Business Analytics
Cognos allows you to supplement infrastructure and adapt to change
Ability to leverage technology standards as they evolve
– Environment neutral architecture, – Standards-based services
Flexible deployment to fit infrastructure strategy– Flexible peer-to-peer services
Ability to extend PM to address new business requirements
– Single open API – Purpose-built services
Data Integration & Data Quality Tools
Platforms & Databases
Security Providers & Firewalls
Application & Web Servers
ANY COMBINATION OF
WINDOWS
UNIX
LINUX
SYSTEM p
SYSTEM z
INTEL …
COGNOS DATA MANAGER
COGNOS VIRTUAL VIEW MANAGER
IBM INFOSPHERE DATASTAGE
INFORMATICA POWERCENTER
METABROKER …
ANY COMBINATION OF LDAP
NTLM
ACTIVE DIRECTORY
NETEGRITY
SAP,
COGNOS SERIES 7
CUSTOM …
ANY J2EE APPLICATION SERVER
IBM WEBPHERE
SAP NETWEAVER
ORACLE APPLICATION SERVER 10G …
Environment neutral architecture
© 2010 IBM Corporation
Business Analytics
2525
FIREWALL/ENCRYPTION
REPORTSERVICE
JOB SCHEDULING
SERVICE
PRESENT-ATION
SERVICE
CONTENTMANAGERSERVICE
AUDITSERVICE
METRICSSERVICE
EVENTSERVICE
MONITORINGSERVICE
FIREWALL/ENCRYPTION
CONTENT STORE SECURITY PROVIDERS AUDITRDBMS, UNIX, Sys, Logs,
NT Event LogLDAP, Active Directory, NTLM, Netegrity, SAPBW,
Custom Providers
DASHBOARDING
ANALYSIS
EVENTMANAGEMENT
SCORECARDING
GO! OFFICE
REPORTING
AD-HOC QUERY
OLAP
RELATIONAL• IBM DB2 UDB, Microsoft
SQL Server, other…
• Dimensionally Aware Relational, TM1 Essbase, SAP BW, MSAS, others
• Enterprise Planning Real-Time Plans
• SAP
SINGLE COMMON METADATA
MOBILE
© 2010 IBM Corporation
Business Analytics
“Tearing open the packaging”: InfoSphere Cubing Services
InfoSphereWarehouse
InfoSphereWarehouse
MQT’s, MDC’s
MDXSQL
Web Administration ConsoleWeb Administration Console
Eclipse Design StudioEclipse Design StudioOLAP Metadata Optimization
DesignerMDX
Calculation Builder
Cube Manager Clustering
SQL
DB2
DASHBOARDING
ANALYSIS
REPORTING
AD-HOC QUERY
MOBILE
CubingServicesCubing
ServicesCubingServicesCubing
Services
© 2010 IBM Corporation
Business Analytics
27
Data WarehouseInfoSphere WarehouseInfoSphere Warehouse Advanced Workload Management InfoSphere Warehouse Cubing Services
Analytics Software Cognos 8 Business Intelligence
Hardware/OSAIX, Linux, or z-Series
IBM Smart Analytics System Complete, Modular, Smart Analytics
Pre-installed and optimized – be up and running in weeks!
© 2010 IBM Corporation
Business Analytics
• Risk-adjusted profitability
• Branch Performance…
• Municipal Performance Management
• Program objective memorandum for defence…
PHARMA• Sales and
operational planning
• Trade promotion management
• Supply chain visibility…
• Store operations planning
• Retail financial workbench
• Store development…
• Sample allocation• Clinical trial
forecasting…
BANKING
GOVERNMENTMANUFACTURING
RETAIL
• Operational excellence for underwriting & claims
• Product Performance….
INSURANCE
Add Industry solutions based on proven practices accelerate customer success
© 2010 IBM Corporation
Business Analytics
Questions?
Mahalo
John MucklerSr. Solutions Specialist, Business Analytics & Performance Mgmt
