Creating a Single Enterprise View of Your Organization Through BI – Regardless of Data Source

3. Creating a Single Enterprise View of Your Organization Through BI – Regardless of Data Source Rob Tenhundfeld Business Intelligence Solution Specialist

4. Let’s start with a (not so) simple question…. “How is my new brand doing?” More specifically, “How much have I sold, how is it impacting my support operations and what percentage of my total revenue is it generating?”

5. BI Challenges Today • Siloed • Fragmented • Inconsistent • Report-centric • Restricted • Unintuitive Hasn’t the promise of BI been there for the past decade?

6. The Evolving Role of BI From: To: Pervasive use Analysts Historical data Real-time, predictive data Unified, enterprise view Fragmented view Insight-driven business process optimization Reporting results Unified infrastructure & prebuilt analytic solutions Analytic tools Separate BI, CPM Integrated Performance Mgmt

7. Oracle Business IntelligenceComprehensive, Integrated, Best-of-Breed BI Solutions Oracle BI Applications Enterprise-wide, Industry-Specific Analytic Applications Oracle BI Suite Best-of-Breed, Next Generation BI platform Oracle Data Warehousing Complete data warehousing solution

8. Oracle is the Worldwide Leader in Business Analytics Oracle BI Applications #1 in Analytic Applications - IDC Oracle BI Suite “One of the most comprehensive and innovative BI platforms…” Leader’s Quadrant- Gartner Oracle Data Warehousing #1 in DW Tools - IDC Sources: IDC and Gartner

9. Oracle’s Answer To Silo BI: Oracle BI Enterprise Edition

10. Oracle BI Suite Enterprise Edition • Foundation for BI in Fusion • Based on technology from Siebel, Hyperion and Oracle • Siebel was fastest growing BI vendor, averaging 50%+ annual growth over the last 5 years • Comprehensive, next-generation BI platform • Pervasive intelligence for all users • Integrated and Hot-Pluggable architecture “With the acquisition of Siebel, Oracle find themselves as the owners of one of the most exciting BI solutions available at present.” – Bloor Research

11. Microsoft Office Interactive Dashboards Ad hoc Analysis Proactive Detection and Alerts Reporting &Publishing Common Enterprise Information Model Oracle BI Server Oracle BI Suite Enterprise Edition Advantages: • Consolidate and standardize BI tools • Unified BI metadata and infrastructure • Seamless BI user experience DataWarehouse Data Mart SAP, Oracle PeopleSoft, Siebel, Custom Apps Files Excel XML OLTP & ODS Systems Business Process

12. Primary BI EE End User OptionsComplete Range of Insight Delivery Capabilities Guided experience leads user from insight to action Intuitive and interactive dashboards/scorecards Personalized, function-specific and role-based Oracle InteractiveDashboards Ad-hoc data exploration True business user self sufficiency Create, modify and author analysis, pivots and dashboards Oracle Answers Dynamic problem/opportunity detection and notification Automated analytic workflows and processes Tailored delivery for wide range of mobile devices Oracle Delivers Schedule & distribute enterprise-class reports Sophisticate “pixel-perfect” report layout controls Oracle Reporting & Publishing

13. Powerful Insight Across Data SourcesSimplify analysis of distributed data “Show me sales through today for my highest value customers. Assure sufficient inventory to fulfill orders.” • Point and click access to information spanning multiple physical sources • Users interact with simplified model • Shielded from complex physical data • Complete and timely information • Real-time and historical data • Enables high value cross-departmental analysis Oracle BI Server Intelligent Request Generation Inventory System ODS / Operational Data Warehouse Today’s Sales Current Inventory Historical Sales (through yesterday)

14. OBIEE Multi-Source BI

15. Oracle BI EE Architecture Web Browser Javascript for Usability & Interactivity Web Server (IIS, Tomcat, Websphere, iPlanet) SAW Bridge (J2EE/ISAPI) XML, HTML, XLS, PDF, TXT over HTTP/HTTPS Oracle BI Web TCP/IP (SSL) Web Catalog Service SOAP Web Services, XML and URL Interface External Applications and Portals Oracle Interactive Dashboards Oracle Answers HTML, SOAP over HTTP/HTTPS Oracle Delivers Server XML Framework User Profiling, Security and Session Mngmt Scheduling/Event Services Cache Services (Web) & Connection Mngmt Agent Execution Logic TCP/IP (SSL) Device Adaptive Content ODBC over TCP/IP (SSL) Oracle BI Server Oracle BI Administration Logical SQL ODBC/JDBC (Logical Business Model) Oracle BI Cluster Controller Load Balancer Security Services Query Govern. Metadata Interchange Session Management Metadata Management Services Intelligent Request Generation Multi-User Development Services Cache Services Logical Request Generation Metadata Documentation Services Navigator Server Management Services Multi-Pass / Sub-Request Logic System / Perf Monitoring Fragmentation Optimization Externalized Authentication Aggregate Navigator LDAP DB Authentication Optimized Query Rewrites Custom Authenticator Execution Engine Data Source Adapters ODBC, CLI, OCI, XML, MDX Analytical and Operational Data Sources

16. Oracle BI EE Architecture Web Browser Javascript for Usability & Interactivity Web Server (IIS, Tomcat, Websphere, iPlanet) SAW Bridge (J2EE/ISAPI) XML, HTML, XLS, PDF, TXT over HTTP/HTTPS Oracle BI Web TCP/IP (SSL) Web Catalog Service SOAP Web Services, XML and URL Interface External Applications and Portals Oracle Interactive Dashboards Oracle Answers HTML, SOAP over HTTP/HTTPS Oracle Delivers Server XML Framework User Profiling, Security and Session Mngmt Scheduling/Event Services Cache Services (Web) & Connection Mngmt Agent Execution Logic TCP/IP (SSL) Device Adaptive Content ODBC over TCP/IP (SSL) Oracle BI Server Oracle BI Administration Logical SQL ODBC/JDBC (Logical Business Model) Oracle BI Cluster Controller Load Balancer Security Services Query Government Metadata Interchange Session Management Metadata Management Services Intelligent Request Generation Multi-User Development Services Cache Services Logical Request Generation Metadata Documentation Services Navigator Server Management Services Multi-Pass / Sub-Request Logic System / Perf Monitoring Fragmentation Optimization Externalized Authentication Aggregate Navigator LDAP DB Authentication Optimized Query Rewrites Custom Authenticator Execution Engine Data Source Adapters ODBC, CLI, OCI, XML, MDX Analytical and Operational Data Sources

17. DB2 Supply Chain DM Teradata OLAP Oracle ERP. XML Data Source SQL Server Acxiom Siebel Operational Enterprise Business Model Administration Physical Layer – “Intelligent Request Generation” Reads in system catalog Multiple sources Optimized SQL generation Regardless of Schema Function ship to appropriate data sources/Compensation

18. Enterprise Business Model Administration Business Model Layer – “Calculation Engine” Physical complexity converted to logical subject areas Drill-Paths Complex/Derived Measures (Level-based, time series, dimension-specific, nested) Aggregate/Fragment Aware

19. Presentation Layer Role-based, in context, personalized presentation – Oracle Answers Enterprise Business Model Administration

20. Oracle BI EE Architecture Web Browser Javascript for Usability & Interactivity Web Server (IIS, Tomcat, Websphere, iPlanet) SAW Bridge (J2EE/ISAPI) XML, HTML, XLS, PDF, TXT over HTTP/HTTPS Oracle BI Web TCP/IP (SSL) Web Catalog Service SOAP Web Services, XML and URL Interface External Applications and Portals Oracle Interactive Dashboards Oracle Answers HTML, SOAP over HTTP/HTTPS Oracle Delivers Server XML Framework User Profiling, Security and Session Mngmt Scheduling/Event Services Cache Services (Web) & Connection Mngmt Agent Execution Logic TCP/IP (SSL) Device Adaptive Content ODBC over TCP/IP (SSL) Oracle BI Server Oracle BI Administration Logical SQL ODBC/JDBC (Logical Business Model) Oracle BI Cluster Controller Load Balancer Security Services Query Govern. Metadata Interchange Session Management Metadata Management Services Intelligent Request Generation Multi-User Development Services Cache Services Logical Request Generation Metadata Documentation Services Navigator Server Management Services Multi-Pass / Sub-Request Logic System / Perf Monitoring Fragmentation Optimization Externalized Authentication Aggregate Navigator LDAP DB Authentication Optimized Query Rewrites Custom Authenticator Execution Engine Data Source Adapters ODBC, CLI, OCI, XML, MDX Analytical and Operational Data Sources

21. Oracle BI ServerCommon Enterprise Information Model Simplified Logical Model The Oracle BI server presents as a logically modeled database enabling the Common Enterprise Information Model. This provides powerful calculation, computation and federation capabilities to 3rd party tools as well as our own.

22. A Day in the Life of a Query

23. A Day in the Life of a Query A logical request comes in asking for • Brand, • Closed Revenue (GL) • Service Requests (Call Center) • Share of Revenue (Derivation)

24. A Day in the Life of a Query Oracle BI Server Cache The Server will check to see if this request can be fulfilled via a prior request using Server Cache. This is an on-demand intelligent shareable and secure cache that can support: Subsets, Aggregations and Derivations

25. A Day in the Life of a Query Navigator If it is the request is cannot be fulfilled by cache then the server will intelligently process the request

26. A Day in the Life of a Query Multi-Pass/Sub-Request Logic Does this analysis require sophisticated analysis such as an OLAP calculation? [Revenue Share] The Server will determine the best possible way to provide this calculation/computation

27. A Day in the Life of a Query Fragmentation Optimization Does this request span across partitions or silos of data? [Closed Revenue and Service Requests] The server will determine based on the request if it should navigate to both or only one. It will automatically resolve fan traps.

28. A Day in the Life of a Query Aggregate Navigator Is there an aggregate that can better satisfy this request versus hitting the detail? {Brand Summary Table} The Server will apply approprate summary redirection to provide the quickest response.

29. A Day in the Life of a Query Optimized Query Rewrites What can be function-shipped down to the database versus performed /supplemented by the computation capabilities of the Server. The server will provide a consistent set of functionality to the user regardless of underlying datasource.

30. Oracle BI ServerExploiting Native Database Functionality

31. Oracle BI ServerOptimized Native SQL Rewrites select distinct D1.c2 as c1, Rank() OVER ( ORDER BY D1.c1 DESC ) as c2 from (select sum(T677."ActlExtnd") as c1, T699."District" as c2 from "d1_customer" T699, "d1_orders" T677 where ( T677."repkey" = T699."SalesRep" ) group by T699."District") D1 order by 1 select D1.c2 as c1, D1.c1 as c4 from (select sum(T1397."ActlExtnd") as c1, T1384."District" as c2 from "D1_customer" T1384, "D1_orders" T1397 where ( T1384."repkey" = T1397."SalesRep" ) group by T1384."District" ) D1 [Rank Calculation Performed on Oracle BI Server To Compensate for the Limitations of MS SQL Server]

32. A Day in the Life of a Query Cache Services The request once executed will now be available to other users as a cache entry.

33. Oracle BI ServerSystem Services System Services Clustering: Add stacks as needed in a share nothing clustered environment. Session Management and Governance: Query throttling via connection pools and authorization Security Services: Integration with OID, LDAP with sophisticated data driven personalization mechanisms.

34. D E M O N S T R A T I O N Oracle BI Suite Enterprise Edition

35. Drive Pervasive IntelligenceAll Departments, Users, and Processes Unsurpassed Usability Anywhere, Anytime • Rich, interactive Web interface • Guided analytics • Seamless user experience • Robust personalization • Simplified business model • Abstraction from physical sources • Complex calculations made easy • Dashboards, ad hoc, alerts, reports • Any device • Full mobile disconnected analytics • Integrated with business processes • Embedded analytics • Portal integration • Extranet

36. PipelineAnalysis Triangulated Forecasting Sales Team Effectiveness Up-sell / Cross-sell Discounting Analysis Lead Conversion Churn Propensity Customer Satisfaction ResolutionRates Service RepEffectiveness Service CostAnalysis ServiceTrends Campaign Scorecard Response Rates Product Propensity Loyalty andAttrition Market Basket Analysis Campaign ROI Receivables / Payables Analysis CustomerProfitability Product Profitability Regulatory Compliance Expense Management Cash Flow Analysis Supplier Performance Inventory Analysis Procurement Cycle Times Inventory Availability EmployeeExpenses BOM Analysis Employee Productivity Compensation Analysis Compliance Reporting WorkforceProfile TurnoverTrends Return on Human Capital Leverage Prebuilt Oracle BI ApplicationsBuilt in Best Practices Across Functions and Industries Auto Comms.& Media Complex Mfg. ConsumerSector Energy FinancialServices HighTech Insurance & Health LifeSciences Public Sector Travel& Trans Sales Analytics Marketing Analytics Financial Analytics Supply Chain Analytics Workforce Analytics Service & Contact Center Analytics Other Operational & Analytic Sources Prebuilt adapters: Oracle BI Suite Enterprise Edition

37. Leverage Prebuilt Oracle BI Applications Changing the Economics of BI OracleBI Applications With BI Suite EE you can: • Build custom BI apps • Buy Oracle BI Apps • Do a mix of both Build from Scratchwith Traditional BI Tools Training & Roll-out Define Metrics& Dashboards • Faster deployment • Lower TCO • Assured business value DW Design Back-end ETL andMapping Training & Rollout Role-based dashboards and alerts Thousands of pre-defined metrics Specific Metrics& Dashboards Prebuilt DW design Adaptable to your enterprise DW DW Design Mod Pre-built ETL Tailoring Prebuilt ETL Business Adapters for Siebel, Oracle, PeopleSoft, SAP, others Quarters or Years Weeks or months

38. Deployed to 800 users in under 90 days Analytics for sales-oriented contact center Live in 120 days Sales Analytics Deployed to 3000+ users in 3½ months Sales Analytics 4 months from decision to live for 1200 usersPharma Analytics Live in 100 days, 6500 usersSales and Marketing Analytics Leverage Prebuilt Oracle BI Applications Proven Rapid Time To Value “ ” Having had experience of Siebel Business Analytics, I can vouch that it can be deployed as rapidly as they claim...It is a product that really delivers.

39. Other Applications Portals MS Office Other BI Tools XML Excel Flat Files Oracle Microsoft SQL Server Teradata IBM DB2 Essbase Data Warehouse Data Marts Multi- Dimensional SAP BW Maximize the Value of IT Investments“Hot Pluggable” BI Adapts to Your Environment Integrate with portals & apps XML, SOAP API, JSR168 support Access with other tools Open SQL query interface Leverage existing security Oracle, MSFT AD, Sun iPlanet, Novell Others … Oracle BI Server Leverage any Data Source Optimized native SQL; Source-specific function shipping

40. Scalable and Sustainable BI ProcessReduce IT backlog while increasing self-sufficiency Provide greater self-sufficiency at each level and enable each member of the process to do what they do best Business Users • Consume shared dashboards, reports, alerts • Easily build / modify their own analysis Business Analysts & Operations • Build shared dashboards, alerts, workflow processes for their user community IT • Focus on data infrastructure, metadata model, tuning performance, security

41. Oracle BI Suite Enterprise EditionSummary of Key Benefits / Differentiators • Comprehensive, integrated BI suite • Enterprise information model & consistent metrics • Intelligence spanning multiple sources • Designed for broad, pervasive use • Library of prebuilt Oracle BI Applications • Provide lower TCO, faster deployment, more assured value • “Hot Pluggable” to maximize value of current systems • Scalable and flexible BI architecture • Pre-integrated Oracle stack lowers cost & complexity • Scalable and sustainable BI process

42. Industry Leaders Adopting Oracle BI Enterprise Edition Aerospace & Defense Commercial Banks Pharmaceutical Computer Office Equip Diversified Financials Railroad Medical Products & Equip Telecommunications Securities Network & Comms Equip Life & Health Insurance 5 of the top 6 4 of the top 5 8 of the top 9 6 of the top 9 3 of the top 4 3 of the top 4 3 of the top 6 5 of the top 6 3 of the top 6 2 of the top 4 3 of the top 5

43. OBIEE Time and Value Based Partitions for BI Aggregate awareness through defined views in data sources Single, secured logical definition for BI usage Oracle Database 11g Time, Value, Interval Based Partitioning for Enterprise Transparent, highly scaled aggregate awareness for enterprise apps (OLAP) Single, secured physical definition of enterprise OBIEE Features vs. 11g DB OBIEE Provides Tools for the Roadmap to Best Practice BI/DW

44. Q & A