Microsoft’s Business Intelligence Strategy John Eng Lead Product Manager Microsoft Corporation

1. Microsoft’s Business Intelligence StrategyJohn EngLead Product ManagerMicrosoft Corporation Microsoft SQL Server Business Intelligence Overview

2. Agenda • Trends in Business Intelligence • Microsoft’s BI Strategy • Q&A

3. The Business Problem • Companies are under-leveraging their information and people assets • Employees do not have access to a free flow of information • Decision-makers cannot react in real time to changing needs

4. Analysis Paralysis • I have too muchdata and not enough information • Why don’t all of my reports tie together? • Management needs answers yesterday • Who has timefor analysis?

5. Enterprise Data Warehouse Today’s World – Silos of information CRM and eCRM Call Center • Enterprise Resource Planning (ERP) • Customer Relationship Management (CRM) • Supply Chain Management (SCM) • Web Clickstream data • Internet Commerce Marketing Campaign Mgmt Internet Financial/ Accounting Inventory Procurement HR Intelligence is data with relevance and context

6. Business Intelligence Market Trends Competitive and Declining Business Conditions Adoption of Enabling Technologies • Web services • XML / SOAP / HTTP • Mobile Devices • ASP / Hosting • Bandwidth • Global competition • Slowing economy • Increased productivity/ focus on profits • Top Line Growth / Business Agility BI Advantage Standardization of Enterprise Applications Internet Impact • Huge data volumes (CRM, ERP, SCM) • Real-time information / access via internet • Partner and customer Interaction • New sources of data • KPI’s and schemas for CRM, ERP, SCM, clickstream applications • Open and Std APIs DEMAND DRIVERS ENABLING FACTORS

7. Analysts Operations BI for the Masses • Strategic value of decisions increases towards the center • Number of decisions increases away from the center “I’ve got everything here at my fingertips; I find it’s made my life a lot easier...and made my customers so much happier with the customer service” - Andrea McGregor-Dawson, Relationship Manager, ASB Bank Execs

8. Where should we be? • Empower employees to make great decisions • They’re the “face” of the company to the customer • Need the power to take action any time, any where, from any device • The company with the best (equipped) employees wins • Provide tools to end users to access data across the enterprise Pervasive Business Intelligence

9. Abilities Agilities TCO • BI Tools • Scale – large to small • Security • Interoperability • Embedded analytics • Applications • Devices • Web services • Real time/closed loop • Comprehensive BI platform • Open API • Manageability / Self tuning • Best of Breed partners How we deliver on the premise

10. Best of Breed Interoperability Comprehensive BI Platform Fast Time to Market Microsoft Business Intelligence strategy Integrated RDBMS, ETL, OLAP, Data Mining, Meta Data, Mgt tools Data Warehousing Alliance and Framework, Open Data Access APIs, Data Source Connectivity Easy to Build and Manage, Lowest TCO Pervasive Business Intelligence

11. MICROSOFT BI MOMENTUM Business Intelligence Platforms Magic Quadrant • OLAP Market $3.5B • OLAP Report • #1 in OLAP • Microsoft was the clear leader in 2001 • Fastest growing OLAP server in history • Industry Publications • Intelligent Enterprise – #2 - Top 12 most influential companies enabling Enterprises • DM Review DM 100 – #6

12. COMPREHENSIVE BI OFFERING • SQL Server 2000 • Complete platform with scalable RDBMS, including: • Data Transformation Services • Analysis Services (OLAP and Data Mining) • Metadata Services • English Query • Office XP • Excel – built-in PivotTable Service • Web components for custom development • SharePoint • Microsoft Data Analyzer

13. EXTRACTION TRANSFORM LOAD MANAGE SOURCE SYSTEMS (LEGACY) DATA WAREHOUSE AND / OR DATA MARTS END USER ACCESS AND ANALYSIS PRESENTATION / OLAP OLE DB Ad-hoc Query Tools OLAP including HOLAP, ROLAP, MOLAP query services; may store atomic data; may be frequently refreshed XML/A Data Warehouse or Data Mart (dimensional, subject oriented) and Operational Data Store Reporting Custom Apps OLE DB Analytical Apps Data Mining Models forecasting; clustering; scoring XML/A Web Services and Mobile Apps COMPREHENSIVE OFFERING

14. PRESENTATION / OLAP DTS OLE DB Excel / MSDA / Sharepoint / IE Ad-hoc Query Tools DTS SQL Server SQL Server Analysis Services (OLAP) OLAP including HOLAP, ROLAP, MOLAP query services; may store atomic data; may be frequently refreshed OLAP including HOLAP, ROLAP, MOLAP query services; may store atomic data; may be frequently refreshed XML/A SQL Server Third Party (DWA Q&R) Reporting DTS DTS Visual Studio Oracle Custom Apps OLE DB Data Warehousing Alliance Analytical Apps SQL Server Analysis Services (Data Mining) Data Mining Models forecasting; clustering; scoring Data Mining Models forecasting; clustering; scoring OLEDB XML/A DTS / HIS Visual Studio Web Services and Mobile Apps IBM COMPREHENSIVE OFFERING EXTRACTION TRANSFORM LOAD MANAGE SOURCE SYSTEMS (LEGACY) DATA WAREHOUSE AND / OR DATA MARTS END USER ACCESS AND ANALYSIS Data Warehouse or Data Mart (dimensional, subject oriented) and Operational Data Store

15. Appsco Software Limited Arcplan Inc Ardent Software Inc Artech Baan Company Best Software Broadbase Software Inc Business Objects ChangePoint Citicorp ITI Limited Cizer Software Corporation Cognos Comshare Data Mirror Data Watch Decisionism Decision Support Panel EMS Plc Epicor FRx Software Corp Harmony Infinium Software Informatica Information Builders Knosys Lawson Manugistics Maximal Innovative Intelligence MetaEdge MIS Technologies Gmbh NetAcumen OLAP @ Work Inc Polyvista Software Portola Dimensional Revelwood Inc Sagent Technology Seagate Software Silvon Software SRC Software Inc Targit A/S Top Tier Visual Insights Data Warehousing Alliance Members

16. Market Momentum Customer Examples • ASB Bank – Largest Bank in New Zealand • Oracle switcher; delivers customer behavior/profitability info to 130 branch offices • http://www.microsoft.com/sql/productinfo/ASBBank.htm • AT&T – Growth Markets • 1 TB Sales DB – cross-sells; 300% ROI in 6 months • http://www.microsoft.com/servers/net/ATTSQL.htm • Disco S.A. – leading chain of Argentine supermarkets • 900 GB DB/DW for frequent shoppers club. Data Mining for targeting promotions – deployed < 1 month • http://www.microsoft.com/servers/net/disco.htm • Inmar – coupon promotion analysis • Analyzes 5 Billion coupon transactions – legacy AS/400 data source • http://www.microsoft.com/servers/net/InmarEnterprises.htm

17. AT&T Growth Markets • $8 billion operator of world’s largest digital wireless network • Business Problem – need to improve their understanding of key market dynamics, plan more effective market penetration strategies and increase their business growth rate • Increase customer focus and enable growth • Reduce Costs without Impacting Quality • Support People for Success • Strategy - Focus on Key Metrics • Customer Churn, Product Affinity / Customer Demographics • Uptime of network & services • Response time to requests & problems • Solution - Implemented ProClarity, SQL Server, Digital Dashboard and Map Info plug-in • Users • 500 AT&T business analysts, sales professionals and product managers • 11,000 field sales representatives via a Web-browser solution • Results • 300% ROI in 6 months Customized ProClarity (500 Analysts/Mgr.s) Digital Dashboard (350 Managers) Web Site (11,000 Sales Professionals)

18. Destination Source OLE DB ODBC Fixed Field ASCII Delimited OLE DB ODBC Fixed Field ASCII Delimited Repl. Publication DTS Data Pump Out In Data Transformation Services • A generalized facility for copying and transforming data between data sources X Forms ActiveX Script Copy Trim String … Custom

19. Connectivity • Minimum interface/dbpropset support • 7.0 – OLE DB 2.1 • 2000 – OLE DB 2.6 • Existing OLE DB Providers • Microsoft(MDAC) • SQL Server 6.5/7.0/8.0, Oracle 7/8, ODBC, WebDAV, Active Directory • Microsoft(SQL Server) • Text Files, DTS Packages, Replication DTS, JET(Access, Excel, dBase, Paradox, …) • Microsoft(Other) • DB2, VSAM, Exchange 2000, Project • Merant • Oracle(7, 8i-2), Informix, Sybase, VSAM, XML • SAS • Over 30 different mainframe environments

20. OLAP Capabilities • Analysis Services for SQL Server • Powerful, easy-to-use analysis • Integration with • Windows NT®, SQL Server, Office, third-party products • Any OLE DB data source • Scalable from desktop to enterprise • Flexible architecture – MOLAP, HOLAP, ROLAP

21. Data Mining Services • Reconcile • Model-driven analysis (OLAP) with • Data-driven analysis (Data Mining) • Two core algorithms • Clustering (EM) • Classification (decision trees) • OLE DB for data mining • Tight integration with SQL Server • Developed in partnership with Microsoft Research

22. Separate strategies per cluster Data Mining Services • Matching individuals to populations • Drive a marketing campaign • Understand different customer profiles to fine-tune a product or service

23. High income, married Data Mining Services • Understand and predict an attribute of an individual using a decision tree • Predict credit risk • Predict buying habits Income Good (2) Poor (3) High Low Good (2) Good (0) Poor (1) Poor (2) Married Not married Good (2) Good (0) Poor (0) Poor (1)

24. Microsoft Office XP • OLE DB for OLAP in Excel PivotTables • Office Web Components for browser-based analysis • Access 2000 compatibility with SQL Server

25. Microsoft Data Analyzer • Graphical Analysis and Data Visualization • Provides intuitive views of data to identify opportunities, trends and issues • Easily Publish and Share Data • Extends the power of SQL Server Analysis Services

26. IBM IBM 19% 16% Microsoft Microsoft 17% 38% RELATIONAL DATABASE SHARES Unix + Windows Windows Other Other Sybase Sybase 2% 3% 6% 4% Informix Informix 1% 4% Oracle Oracle 37% 53% $5.4B Total 24% Growth $2.4B Total 40% Growth 2000 Revenues Data Source: Gartner Dataquest

27. For More Information • Resources • http://www.microsoft.com/business/bi • http://www.microsoft.com/sql/techinfo/BI/default.asp • http://www.microsoft.com/sql/evaluation/compare/default.asp