Business Intelligence Analytics E Tom Owens Director IT

Business Intelligence & Analytics E. Tom Owens Director IT Wah Chang

Todays Objectives G Know definition of Business Intelligence (BI) G Know the difference between BI and Data Warehousing G How is BI derived - structure G Examples for understanding G Enterprise Performance Management Tools G Q&A

<Insert Picture Here> Definition : business Intelligence

Definition: Business Intelligence A broad category of applications and technologies for gathering, providing access to, and analyzing data for the purpose of helping enterprise users make better decisions and reports. The term implies you have a complete understanding of your business. We must have a strong knowledge about all factors of your company including customers, competition, business partners, internal operations, and the economic environment to make effective and good quality business decisions. Business Intelligence allows you to make these kinds of decisions. The term BI was used as early as 1996 When Gartner Group said: By 2000, Information Democracy will emerge in forward-thinking enterprises, with Business Intelligence information and applications available broadly to employees, consultants, customers, suppliers and the public.

Quiz Question: G What is business intelligence?

Pervasive Information Access Through a Unified BI Foundation Desktop Gadgets Ad-hoc Analysis Interactive Dashboards Search Reporting & Publishing Proactive Detection and Alerts Disconnected & Mobile Analytics MS Office & Outlook Integration Common Enterprise Information Model Integrated Security, User Management, Personalization Multidimensional Calculation and Integration Engine Intelligent Request Generation and Optimized Data Access Services OLTP & ODS Systems Data Warehouse Data Mart Essbase SAP, Oracle People. Soft, Siebel, Custom Apps Files Excel XML Business Process

What do we do with it? Portals Data Mining Applications Desktop Tools Any JSR 168 Portal Oracle Data Mining, SPSS, SAS Oracle EBS, Siebel, SAP, People. Soft, JD Edwards. . Excel, Outlook, Lotus Notes. . Enterprise Performance Management System Business Intelligence Foundation Security Oracle Kerberos i. Planet MSFT AD Novell Custom Others. . Data Access Oracle RDBMS Oracle OLAP Option Microsoft SQL Server & Analysis Services IBM DB 2 Teradata Essbase SAP BW XML, Excel, Text Data Integration Oracle Data Integrator (Sunopsis) Oracle Warehouse Builder Informatica Ascential Others. .

Ad-hoc Query Capability G Comprehensive subject areas available for Adhoc analysis G New Calculated Fields G Available within Market Leading BI Toolset G Easy to use Charting tool G Formatting G Widgets G Highlighting G Multi-language

BI Applications Multi-Source Analytics with Single Architecture Auto Comms & Media Complex Consumer Sector Mfg Sales Service & Contact Center Pipeline Analysis Energy Financial Services High Tech Insurance Life & Health Sciences Public Sector Travel & Trans Marketing Order Management & Fulfillment Supply Chain Financials Human Resources Churn Propensity Campaign Scorecard Order Linearity Supplier Performance A/R & A/P Analysis Employee Productivity Triangulated Forecasting Customer Satisfaction Response Rates Orders vs. Available Inventory Spend Analysis Sales Team Effectiveness Resolution Rates Product Propensity Cycle Time Analysis Procurement Cycle Times Customer & Product Profitability HR Compliance Reporting Up-sell / Cross-sell Service Rep Effectiveness Loyalty and Attrition Backlog Analysis Inventory Availability P&L Analysis Workforce Profile Cycle Time Analysis Service Cost Analysis Market Basket Analysis Fulfillment Status Employee Expenses Expense Management Turnover Trends Lead Conversion Service Trends Campaign ROI Customer Receivables BOM Analysis Cash Flow Analysis Return on Human Capital GL / Balance Compensation Sheet Analysis Other Operational & Analytic Sources Prebuilt adapters: BI Suite Enterprise Edition

<Insert Picture Here> Value of Pre-built BI Applications

Change the Economics of BI Build from Scratch with Traditional BI Tools Oracle BI Applications Training / Roll-out BI Applications solutions approach: • Faster time to value • Lower TCO • Assured business value Define Metrics & Dashboards DW Design Training / Rollout Back-end ETL and Mapping Define Metrics & Dashboards DW Design Back-end ETL and Mapping Months or Years Weeks or Months Source: Patricia Seybold Research, Gartner, Merrill Lynch, Oracle Analysis Easy to use, easy to adapt Role-based dashboards and thousands of pre-defined metrics Prebuilt DW design, adapts to your EDW Prebuilt Business Adapters for Oracle, People. Soft, Siebel, SAP, others

EXAMPLE OF BI IN ACTION

AFLAC GOOSE FARM PROFIT ANALYSIS FOR 2007 GOOSE FOOD POISON

<Insert Picture Here> Technical Overview

Oracle BI Applications Architecture Dashboards by Role Oracle BI Presentation Services § § § Role Based Dashboards Analytic Workflow Guided Navigation Security / Visibility Alerts & Proactive Delivery Oracle BI Server § § Logical to Physical Abstraction Layer Calculations and Metrics Definition Visibility & Personalization Dynamic SQL Generation § § Abstracted Data Model Conformed Dimensions Heterogeneous Database support Database specific indexing § § § Highly Parallel Multistage and Customizable Deployment Modularity Logical Model / Subject Areas Physical Map Metadata Metrics / KPIs Data Warehouse / Data Model Direct Access to Source Data Load Process Staging Area ETL DAC Administration Reports, Analysis / Analytic Workflows Extraction Process Oracle SAP R/3 Siebel PSFT EDW Federated Data Sources Other

ETL Overview Dashboards by Role Oracle BI Presentation Services Logical Model / Subject Areas Oracle BI Server Physical Map Metadata Metrics / KPIs Data Warehouse / Data Model Direct Access to Source Data Load Process Staging Area ETL DAC Administration Reports, Analysis / Analytic Workflows Extraction Process Oracle SAP R/3 Siebel PSFT EDW Federated Data Sources Other G Three approaches to accessing / loading source data G Batch ETL G Low Latency ETL G Direct access to source data from Server G ETL Layered architecture for extract, universal staging and load G Provides isolation, modularity and extensibility G Ability to support source systems version changes quickly G Ability to extend with additional adapters G Slowly changing dimensions support G Architected for performance G All mappings architected with incremental extractions G Highly optimized and concurrent loads G Bulk Loader enabled for all databases G Datawarehouse Application Console (DAC) G Application Administration, Execution and Monitoring (ETL-Extract, transform, load)

Data Warehouse Application Console (DAC) G DAC is a metadata driven administration and deployment tool for ETL and data warehouse objects G Used by warehouse developers and ETL Administrator G Application Configuration G Manages metadata-driven task dependencies and relationships G Allows creating custom ETL execution plans G Allows for dry-run development and testing G Execution G G G Enables parallel loading for high performance ETL Facilitates in index management and database statistics collection Automates change capture for Siebel OLTP Assists in capturing deleted records Fine grain restartability G Monitoring G Enables remote admin and monitoring G Provides runtime metadata validation checks G Provides in-context documentation

Physical Data Model Overview Dashboards by Role G Oracle BI Presentation Services G Oracle BI Server Physical Map Metadata Logical Model / Subject Areas Data Warehouse / Data Model Direct Access to Source Data Load Process Staging Area ETL DAC Administration Reports, Analysis / Analytic Workflows Metrics / KPIs Extraction Process Oracle SAP R/3 Siebel PSFT EDW Federated Data Sources Modular enterprise-wide data warehouse data model with conformed dimensions Other G G G G Sales, Service, Marketing, Distribution, Finance, Workforce, Operations and Procurement Integrate data from multiple data sources Code Standardization Real-time ready Transaction data stored in most granular fashion Tracks historical changes Supports multi-currency, multi-languages Implemented and optimized for Oracle, SQL Server, IBM UDB/390, Teradata

Selected Key Entities of Business Analytics Warehouse Sales § Opportunities § Quotes § Pipeline Order Management § Sales Order Lines § Sales Schedule Lines § Bookings § Pick Lines § Billings § Backlogs Marketing § Campaigns § Responses § Marketing Costs Supply Chain § Purchase Order Lines § Purchase Requisition Lines § Purchase Order Receipts § Inventory Balance § Inventory Transactions Finance § Receivables § Payables § General Ledger § COGS Call Center § ACD Events § Rep Activities § Contact-Rep Snapshot § Targets and Benchmark § IVR Navigation History Service § Service Requests § Activities § Agreements Workforce § Compensation § Employee Profile § Employee Events Pharma § Prescriptions § Syndicated Market Data Financials § Financial Assets § Insurance Claims Public Sector § Benefits § Cases § Incidents § Leads Conformed Dimensions § § § § Customer Products Suppliers Internal Organizations Customer Locations Customer Contacts GL Accounts Employee Sales Reps Service Reps Partners Campaign Offers Cost Centers Profit Centers Modular DW Data Warehouse Data Model includes: ~350 Fact Tables ~550 Dimension Tables ~5, 200 prebuilt Metrics (2, 500+ are derived metrics) ~15, 000 Data Elements

Server Repository Overview Dashboards by Role G Multi-layered Abstraction Oracle BI Presentation Services G Separation of physical, logical and presentation layers G Logical modeling builds upon complex physical data structures G Logical model independent of physical data sources, i. e. same logical model can be remapped quickly to another data source Logical Model / Subject Areas Oracle BI Server Physical Map Metadata Metrics / KPIs G Multi-pass complex calculated metrics (across multiple fact tables) G One Logical Fact can span several table sources including aggregates and realtime partitions G Level based metrics Data Warehouse / Data Model Direct Access to Source Data Load Process Staging Area ETL DAC Administration Reports, Analysis / Analytic Workflows Extraction Process Oracle SAP R/3 Siebel PSFT G G EDW Federated Data Sources Other Aggregate navigation Federation of queries Security and visibility Prebuilt hierarchy drills and cross dimensional drills

Tools and Web Catalog Overview G Role based dashboards Dashboards by Role Oracle BI Presentation Services Covering more than 100 roles G Navigation Logical Model / Subject Areas Oracle BI Server Physical Map Metadata Metrics / KPIs Data Warehouse / Data Model Direct Access to Source Data Load Process Staging Area Most reports have at least one level of navigation embedded Drill to details from many interactive elements, e. g. chart segments G Guided Navigation Conditional navigational links Analytic Workflows G Action Links ETL DAC Administration Reports, Analysis / Analytic Workflows Extraction Process Direct navigation from record to transactional while maintaining context G Alerts Scheduled and Conditional i. Bots G Highlighting Conditional highlighting that provides context on metrics (is it good or bad? ) Oracle SAP R/3 Siebel PSFT EDW Federated Data Sources Other

ENTERPROSE PERFORMANCE MANAGEMENT TOOLS

Today’s Objectives G Know definition of Business Intelligence (BI) G Know the difference between BI and Data Warehousing G How is BI derived - structure G Examples for understanding G Enterprise Performance Management Tools