What is What is Competitive/Business Competitive/Business

Intelligence?Intelligence?

Reach - Deploying Information to the Masses

Q: What landmark device was invented in 1452?

A: The Printing Press (Johannes Gutenberg)

What is CI/BI?

• CI/BI has two main dimensions:– Richness– Reach

Richness describes the usefulness of information

Reach describes the availability of information

Richness = Information Intelligence

• Useful information is information that allows one to make decisions!

Data Information Knowledge (CI/BI)

• Disparate facts

• Data with meaning (who, what, where, when)

• Information that affords action (how, why)

• CI/BI tools bridge the gap between users and knowledge . . . delivering richness & reach

• Puts power in the hands of users

• IT department no longer gatekeeper to information

Reach = Information Availability

• Useful information is information that is available to people making decisions!

CI/BI Philosophy

“Give one a fish and they will eat

for a day. Teach one to fish

and they will eat for a lifetime!”- Chinese Proverb

CI/BI Defined• CI/BI is a Process:

– that identifies the KPIs driving your business– is delivered through an intuitive analytical interface– is readily available to business users on a consistent and

timely basis– information adapts to changing business needs

The Data Warehouse (DW)

• The foundation for enterprise CI/BI

• Provides a single, clean, standardized repository of enterprise information

• Separate environment from Transactional Systems

• Specially designed for CI/BI reporting & analysis

Data Warehouse

Data Marts

ETL – Extraction, Transformation, & Loading

“The DW building tool”

COORDINATED DATA MARTS

WITHIN DATA WAREHOUSEDATA

ASSETSSOURCE

EXTRACTORSSHARED

DIMENSIONS

Flat FilesFlat Files

ERPERP

DBMSDBMS

ET

L T

oo

lE

TL

To

ol

Enterprise Reporting

• Allows reporting across all areas of the enterprise

• Allows reporting across multiple systems and platforms

• Allows transaction-level reporting

• Enables operational-level decision-making

EnterpriseReporting

OLAP (On-Line Analytical Processing)

(that “cube” thing)

• Multidimensional Analysis (OLAP)

– Easy, fast access to KPIs across one or many dimensions

– View your organization’s information from endless perspectives

– An information delivery framework, not “canned” reports

– Designed for self-service by information users

The OLAP Cube

• Enterprise data organized into business terms & dimensions

• Presents information in top-down format

• Ideally focused on one subject area

• Optimized for fast navigation

• Use to look at information from endless perspectives

EXCELSpreadsheets

Industry Reports/Secondary Data

AnyDatabase

DataWarehouse

Slice & Dice Your Datawith OLAP!

Data Mining

(the “unasked” question)

• Discover hidden trends and patterns in your data

• Identify unsuspected correlation to target results

• Supports predictive modeling and “what if” analysis

• Supports the LEAST structured questions & decisions

Visualizations

(a picture is worth a thousand words)

Visualization

• Highest level view of information

• “Dashboard” of multiple data sources

• Geographic Information Systems (GIS)

Benefits

• Fast intuitive knowledge transfer of complex data

• Pattern and Trend Analysis

• Consolidated view of cross functional KPI’s

Corporate Performance Management (CPM)

“Scorecard” of highly visual metrics

Use cubes, queries or spreadsheets as data sources

Drill-Thru to underlying details

Management by Objectives (MBO)

Enterprise-wide monitoring & management of KPIs

Data Warehouse

Data Marts

Web-BasedTransactions

TransactionalSystems

(ex. ERPs)

Transactional

Databases

BI (Business Intelligence)Enterprise Architecture

ETL (Extraction, Transformation, &

Loading)

Str

ateg

icT

acti

cal

Op

erat

ion

alT

hir

d P

arti

es

Extranet / Portals

(Customers, Suppliers, Partners)

CPM(Corp.

PerformanceManagement)

OLAP DataMining

Enterprise

Reporting

Information Distribution

GIS

Global Customers using CI/BI

Heinz Marriott PECO SmithKline Cisco Systems Chevron Omnicom

Avon Dreyfus Union Bank AT&T PTT Holland Telia Sweden Allied Signal

James River American Express Analog Devices Heineken Land Rover

OSRAM SYLVANIA Paramount Pictures Siemens Corporation Estee Lauder

Hamilton Beech Proctor Silex Procter & Gamble Pepsi All America MCI

French Navy NASA EMI Records US Post Office L.A. Times Host Marriott

United Airlines Abbot Labs Vanguard Consumers Gas Boston Scientific

York International US Department of Energy Southern California Edison

Chrysler Engineering EMI Records Johnson & Johnson Air Products

Pittsburgh Customers using CI/BI

Marconi Ariba (formerly FreeMarkets) American Eagle Outfitters Cutler-Hammer

US Steel Robert Morris University Starwood Hotels American Textile Eat’n

Park

Westinghouse Peak Technical Penn State University Union Switch & Signal

Butler Health System Heinz USA Crown Castle USA Copperweld ITXM

Kane Magnetics Federated Investors National Draeger Lord Corporation

Mine Safety Appliance PPG Industries Highmark Blue Cross Giant Eagle

Allegheny Power Sunrise Medical (DeVilbiss) SAE International INRANGE

EDMC GNC APTECH Duquesne Light Management Science Associates UPMC

Blair Corporation Bush Industries Carbide Graphite Anderson Equipment

CPS Daily Juice Hillman Company Robicon PNC Bank FNB Corp

Thank You!