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IBM Cognos BI Overview

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Cognos BI Overview
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IBM Cognos Business IntelligencePurpose of this Deck
The intent of this deck is to effectively pitch the value of IBM Cognos Business Intelligence to prospects early in the sales cycle
Audience – IT and/or Business users
For feature specific slides, refer to the Top 10 of Cognos BI deck which you can find here: http://w3-103.ibm.com/software/xl/portal/content?synKey=Z198058Q40435C66
Competitive:
Specific competitive slides to position against for Oracle, and QlikTech are now available- see slide 43 onwards, with SAP, Microstrategy coming shortly. Slides are available at the end of this deck, and via the BI Seller kit. Use these slides to replace the generic slide 5 for common issues , and the generic summary slide 31
Remember to check for the most up to date competitive information, and recently updated competitive slides at http://w3-103.ibm.com/software/xl/portal/content?synKey=A501950V50059X87
What is working well, what could be changed or improved?
Please provide feedback to [email protected]
Hide or remove this
DD Month Year
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The IBM Business Analytics portfolio has a range of solutions built to uncover insights for specific industries such financial services, public sector, distribution, industrial and communications. As well as deliver insights for cross industry solutions such financial performance, customer relationship, human capital, advanced case management, supply chain and asset optimization. These solutions are built based on our experience working with clients in each of these areas.
These solutions leverage a range of rich Business Analytics capabilities from 5 core areas. These categories include …
-Business Intelligence
-Analytic Applications.
And these solutions and capabilities have been designed to leverage a foundation of trusted information built upon rich data management capabilities and optimized systems from IBM.
© 2011 IBM Corporation
Business Analytics software
Share the key questions that every business needs to answer
Review the core requirements of a BI solution
Examine the unique value of IBM Cognos BI
Share how we can accelerate your BI success
Understand your organizations BI needs
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Inefficient Access
Just 67 percent of high-growth CIO’s said data is readily available for relevant users
Incomplete Information
1 in 3 managers frequently make critical decisions without the information they need
Inability to Keep Pace
are 3-7 times shorter
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Slide 4:
This illustrates the broad market perspective of why a company would need BI. They are:
Decision makers are often using ‘gut feel’ and anecdotal evidence to make critical decisions
We will explain in this presentation how BI helps move a business towards fact based decision making.
Data is difficult to access; often it needs to be compiled from multiple spreadsheets, databases, emails etc.
Data is there but often very difficult to access
As we all know, business cycles move fast, especially in today’s rapidly changing and global economy.
© 2011 IBM Corporation
Business Analytics software
How do I get all the data I need?
Existing solutions often fall short for many roles in many departments
Multiple solutions and disconnected tools
Reliant on IT for work others can do
Fragmented decision making
Costly to maintain
I have to drop out to a spreadsheet
I can’t wait for IT
Generic Issues slide.
If you need to focus against a particular competitor – then replace with the most current slides available at: http://w3.ibm.com/software/xl/portal/content?synKey=N293385W72582G72
Customer
Service
Sales
Marketing
Product
Development
Finance
Human
Resources
Operations
Presenter name here.ppt
We hear from many sources that existing BI implementations are often falling shortin a number of areas.
It might be that there are a number of different solutions in place across your organization, often because historically there was no single solution available to fulfil the varied needs of your company, or because departments have made unilateral purchases to solve immediate pains, or as a result of acquistion.
This can result in a number of frustrations for users who may:
have to learn different interfaces,and work with multiple solutions
wait for IT to deliver minor changes and enhancements, delaying the decision making process
be unable to easily share information with other key users, or reach all relevant information in a single place
IT can also face many challenges, as they struggle balance the need to satisfy the increasing demand from usres, with strategic projects
To find the most recent competitive slides:
Generic Issues slide.
If you need to focus against a particular competitor – then replace with the most current slides available at: http://w3.ibm.com/software/xl/portal/content?synKey=N293385W72582G72
© 2011 IBM Corporation
Business Analytics software
Source: Nucleus Research
Key Points:
Organizations who have been able to deliver on the promise of BI are able to overcome these challenges and provide their decision makers with rapid and consistent information across the organization, the results are significant.
Let me outline for you the results of three ROI (Return on Investment) case studies that were conducted by independent research firm Nucleus Research.
Harrah’s Entertainment
Harrah’s Entertainment is a leader in the casino entertainment industry, operating Harrah’s, Harvey’s Rio and Showboat. Harrah’s wanted to better understand customer relationships across multiple properties. By getting the right information to the right people, they were able to design sophisticated promotional campaigns without the addition of new staff. These campaigns generated additional profit based on the new revenues that were a result of the new loyalty and customer incentive programs. The direct benefits for this customer were $ 78.5M USD/year.
Blue Mountain
Blue Mountain is a diversified, year-round resort with golf, tennis, skiing and mountain biking facilities. By getting the right information to the right decision makers, Blue Mountain was able to eliminate excess inventory, improve reporting and make more strategic pricing decisions. Their investment in IBM Cognos TM1 resulted in an ROI of 1,822% and a ONE MONTH payback.
US Coast Guard
The US Coast Guard didn’t have the right supply chain information as quickly as they needed it. By accessing and delivering the right information to decision makers, they were able to save $28M in overstocked inventory and inaccurate parts forecasting.
These results show that the right information, in the right hands at the right time has a profound impact on optimizing business results.
© 2011 IBM Corporation
Business Analytics software
Solution components:
IBM Cognos BI
“We've gone from 7 weeks to 7 seconds for reporting. We've eliminated a data entry requirement of 90 full time people. We've aligned finance, HR, sales and more around a single version of the truth so we can continue to make good decisions for our customers”
— John Marchioni
Executive VP, Chief Underwriting and Field Ops Officer, Selective Insurance
The Problem:
Up to 7 weeks to get a report on performance
Fragmented decision making process
The Need:
Empower sales and branch to manage performance
The solution delivered by IBM Cognos BI
Timely, consolidated view of performance
Reporting on daily branch and staff performance.
Holistic view of customer relationships.
What makes it smarter:
Improved productivity
Reallocated 90 full time employees from data entry to value added roles.
Predictable branch staffing levels
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Improve Competitive Positioning
Resource Allocation
Presenter name here.ppt
So why do analytic driven companies perform so much better than their peers. What is it that they do differently?
Well, the Business Analytic solutions they have in place enable their individual decision makers, the different departments, units and the whole company to anticipate and shape their business outcome.
Business Analytics is ensuring they have the correct answer for each business decision faster.
By using this Business Analytic solutions
Operations teams could Impove the production capacity and align them with the demand coming from the sales forecasting
Product Development teams could reduce portfolio gaps based on market information and and customer feedback
Finance teams could drive Growth and Profit through Resource Allocation
Sales teams could close deals faster and improve customer proffibility
Customer Service teams could reduce churn and improve customer loyality
Marketing teams could improve the competitive positioning and drive greater demand
© 2011 IBM Corporation
Business Analytics software
IT
Sales
Marketing
HR
Operations
Finance
Customer
Service
Product
Development
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These three questions form the foundation of the entire presentation, so it is important to properly address this slide.
Decision makers need to make decisions and successfully act upon these decisions. As we have discussed the questions are often similar across functions and roles.
1) How are we doing?
2) Why? (why are we achieving or not achieving the desired results?)
3) What should we be doing?
Finding answers to these three questions is relevant in every functional area of an organization in every industry.
© 2011 IBM Corporation
Business Analytics software
Dashboards
Reports
Scorecards
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This slide shows a few key BI capabilities that allow a business to answer “How are we doing.” A business should be looking at all these capabilities as important and a BI vendor that is missing any of these capabilities is lacking.
Knowing “How we are doing” as an organization is foundational to driving successful performance. Decision makers need access to the information that is delivered through key BI capabilities including scorecards, dashboards, reports and real-time monitoring to enable them to measure and monitor the business and share current status.
© 2011 IBM Corporation
Business Analytics software
Analysis and Exploration
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This slide shows a few key BI capabilities that allow a business to answer “Why”. Customers first need to know how their business is doing and from there, they need to know ‘why?’
To find the answer to why performance is on or off track business users need analyze and explore the business. To dig deeper into information they need capabilities such as the ability to query the data for relevant data points to help them answer deeper business questions, they essentially want to ‘explore’ business information whether it is historical, real-time or predictive information.
This answering of ‘why’ may also include the need to look at trends and analysis of large amounts of statistical data.
The term "trend analysis" refers to the concept of collecting large amounts of information to spot a pattern, or “trend”, in that information.
© 2011 IBM Corporation
Business Analytics software
What-If Analysis
Predictive Analysis
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The last question in this sequence is “What should we be doing”.
This is the question where a business user looks at possibilities for bettering the business, to understand what should be done to improve business results.
For example, revenue numbers may be down in a particular region and the user would like to better understand possible scenarios for improvement (What if I add sales reps, what if I increase inventory etc). Business users need to perform a ‘What-If Analysis” to see what would happen if a particular situation was applied. Or, a user may want to understand ‘what might happen’ by viewing the predictive results generated by SPSS.
Remember, we use the term "Predictive Analysis" to highlight the fact that we support pulling in predictive information that was modeled in SPSS and can then be reported on and distributed to the broader business constituency of a company. BI is not a replacement for the deep statistical capabilities of SPSS.
Remember, “What-If Analysis” is a capability of TM1 but is viewable from Cognos Business Insight. Licenses of TM1 are still required to perform this type of ‘what-if’ analysis
© 2011 IBM Corporation
Business Analytics software
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This slide is where we being to examine the unique capabilities of IBM Cognos BI
We have the broadest set of capabilities in the market today. Period.
No other vendor can offer the full breadth of BI capabilities across the 3 key questions. In fact, we have re-defined the definition of BI by expanding beyond reporting, analysis, dashboarding and scorecarding to include “What if Analysis” delivered through the power of TM1 and “Predictive Analysis” through SPSS all into a single unified workspace.
No other vendor has this breadth of capabilities.
All of this is underpinned by the proven Cognos Platform, which provides targeted information to users through technologies like Mobile and Disconnected BI.
As we will also address later in this presentation, the Cognos Platform delivers cost effective scale and performance like no other BI vendor.
So lets look in a little more detail
© 2011 IBM Corporation
Business Analytics software
Built-In Collaboration
Progressive Interaction
All Time Horizons
Simple to use with unprecedented power one click away
Accelerate alignment and improve decision-making
Unified
Workspace
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This is your anchor slide, now you are on to explaining how IBM Cognos BI v.10.1 is different from other BI vendors and offers the only viable choice in the market today for BI.
Traditionally BI has delivered multiple interfaces that change depending on the capabilities that are required. With Cognos BI the full breadth of BI capabilities come together in a single Unified Workspace. This delivers immense business value as it enables all users to see All Time Horizons, to have a complete perspective of their business viewing historical information, real-time information as well as ‘future’ information.
Users are able to progressively interact with their information without needing technical support provided by IT. Individuals can quickly ‘test hypotheses’ and bring in additional key information that will support decisions by simply moving from viewing information in a report or dashboard, to easily modifying or creating new views and reports.
Built-in collaboration is an integral part of Cognos BI, enabling accelerated alignment amongst decision makers which allows a company to make faster and improved decisions.
© 2011 IBM Corporation
Business Analytics software
How the full breadth of BI capabilities come together
Built-In Collaboration
Progressive Interaction
Accelerate alignment and improve decision-making
All Time Horizons
Place historical information alongside real-time updates, plans, and predictive results
Built-In Collaboration
Unified
Workspace
Simple to use with unprecedented power one click away
Follow the natural path from viewing, to light exploration, to deeper analysis
Progressive Interaction
Simple to use with unprecedented power one click away
Unified
Workspace
Built-In Collaboration
Engage the right people at the right time to exchange ideas and knowledge
Accelerate alignment and improve decision-making
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Highlight:
We allow users to have a complete perspective of their business from a single user interface (this means you can see historical BI, real-time information from IBM Cognos Real-Time Monitoring as well as ‘future’ information in the form of Predictive information all on one space.
Why is “All Time Horizons” important?
Traditional BI has required users to use different products to gain a complete perspective on their business, Cognos BI allows users to gain a complete perspective on the business by placing historical information alongside real-time, plus the ability to look at ‘futures’ by viewing plans and predictive information. With Cognos BI users can now at all key information across All Time Horizons from a single Unified Workspace.
Progressive interaction is key to enabling successful decision making. Once users have visibility into information they need to formulate decisions the next logical action is to want to dig deeper into that information, to test a hypothesis, or simply ‘tweak’ a report without having to jump to another product. The Unified Workspace in Cognos BI allows users to follow their train of thought and progressively interact, moving from viewing information, into exploring the details , all the way to deeper analysis by simply choosing to ‘do more’. Users can do this on their own without being constrained and requiring a ‘professional report author’ or someone highly technical from IT.
Built in Collaboration accelerates alignment and improves decision making by allowing users to easily exchange ideas, share knowledge, and engage with the right people at the right time. Built-in Collaboration brings together the data documents, messages, files and other information needed to execute on a team decision. Collaboration stimulates innovation with greater access to the experience and knowledge of more employees, partners, and customers, and the efficiency and effectiveness of business processes is increased as existing skills are quickly discovered through the professional network. This ultimately results in greater confidence in decisions, which can easily be vetted by experts across the organization and reflect past experience
Ultimately, the reason for having built-in collaboration is simple, it’s all about speeding the time to decision as well as making the right decision.
So lets take a look at Cognos BI…
© 2011 IBM Corporation
Business Analytics software
© 2011 IBM Corporation
Business Analytics software
Russell Investment benefits from the speed and ease…
"We were very impressed at how quick and easy it was to build brand new dashboards. Our business unit in London loved the new dashboards built with Business Insight and other features of Cognos 10.”
Stephen Paul
The next 3 slides Recap on the values demonstrated
Important subtle point to get across here is that the Unified Workspace allows users to build ‘traditional’ dashboards but also allows so much more.
We saw how the Unified Workspace delivers the ‘one place for BI’ for users, and how users are no longer totally reliant on IT as Cognos BI delivers “Self-Service” allowing the business user to can create and modify report content on their own, without relying on a technical person or ‘professional report author’.
Search Assisted Authoring refers to the ability to perform a ‘google like’ search within Business Insight and be able to create their own workspace based on the search results.
This search capability can also be used to search on content created within Lotus Connections.
© 2011 IBM Corporation
Business Analytics software
Historical
Real-time
Predictive
“If we can identify customer buying patterns, forecast demands for a specific product and get it on the shelves at our stores faster, we’ll be more profitable as a business. With IBM analytics software, we’re able to identify product sales patterns and buying preferences by store or by customer segment.”
BrianWood, Senior Manager,
Stress the customer value in this Office Depot case study.
© 2011 IBM Corporation
Business Analytics software
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"We don't want our users to have to rely on us to solve every problem they have. We couldn't keep up with demand. So, the ability that Cognos offers is for them to go solve those problems all on their own. We just provide the service of getting the data in the right manner and let them go at it.
Chris Hamilton
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Key Points:
Talk about being able to explore the data in both Business Insight and Business Insight Advanced. For example, being able to drill up/down/through from reports in Business Insight allows you to explore rich BI information in context.
Discovery of information through Business Insight Advanced
Being able to query and analyze information is also very important to highlight. Talk about the power the business user has to be able to create their own queries and reports and then be able to pull them into Business Insight alongside other sources of information for analysis.
© 2011 IBM Corporation
Business Analytics software
Connect
Communicate
Decide
Built-in collaboration
"I'm very impressed with the ability to be able to have a conversation [collaboration] … and actually be able to see the information and share it and drill into something when you're having a chat with a colleague."
John Mazerall
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Key Points:
Speak to the fact that other customers have acknowledged that Collaboration is important within the context of business decision making.
© 2011 IBM Corporation
Business Analytics software
Built-In Collaboration
Progressive Interaction
All Time Horizons
Simple to use with unprecedented power one click away
Place historical information alongside real-time updates, plans, and predictive results
Follow the natural path from viewing, to light exploration, to deeper analysis
Engage the right people at the right
time to exchange ideas and knowledge
Accelerate alignment and improve decision-making
*
Key Points:
This is your anchor slide, now you are on to explaining how IBM Cognos BI v.10.1 is different from other BI vendors.
Repeat:
We have a single workspace for all users and user actions. A vast majority of vendors in the BI space have multiple…

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