Business Intelligence & Analytics

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

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

3. <Insert Picture Here> Definition : business Intelligence

4. 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.

5. Quiz Question: • What is business intelligence?

6. Pervasive Information Access Through a Unified BI Foundation OLTP & ODS Systems Data Warehouse Data Mart Essbase SAP, Oracle PeopleSoft, Siebel, Custom Apps Files Excel XML Business Process 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

7. What do we do with it? Oracle Kerberos iPlanet MSFT AD Novell Custom Others .. Oracle RDBMS Oracle OLAP Option Microsoft SQL Server & Analysis Services IBM DB2 Teradata Essbase SAP BW XML, Excel, Text Oracle Data Integrator (Sunopsis) Oracle Warehouse Builder Informatica Ascential Others .. Portals Data Mining Applications Desktop Tools Any JSR 168 Portal Oracle Data Mining, SPSS, SAS Oracle EBS, Siebel, SAP, PeopleSoft, JD Edwards .. Excel, Outlook, Lotus Notes .. Enterprise Performance Management System Business Intelligence Foundation Security Data Access Data Integration

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

9. BI ApplicationsMulti-Source Analytics with Single Architecture ConsumerSector Insurance & Health Complex Mfg FinancialServices HighTech LifeSciences Public Sector Travel& Trans Comms& Media Auto Energy Service &Contact Center Churn Propensity Customer Satisfaction ResolutionRates Service RepEffectiveness Service CostAnalysis ServiceTrends Sales Marketing Order Management& Fulfillment Supply Chain Financials HumanResources OrderLinearity Ordersvs. AvailableInventory Cycle TimeAnalysis BacklogAnalysis FulfillmentStatus CustomerReceivables Supplier Performance Spend Analysis Procurement Cycle Times Inventory Availability EmployeeExpenses BOM Analysis PipelineAnalysis TriangulatedForecasting Sales Team Effectiveness Up-sell / Cross-sell Cycle TimeAnalysis Lead Conversion Campaign Scorecard Response Rates Product Propensity Loyalty andAttrition Market Basket Analysis Campaign ROI A/R & A/PAnalysis GL / BalanceSheet Analysis Customer & ProductProfitability P&L Analysis ExpenseManagement Cash FlowAnalysis Employee Productivity Compensation Analysis HR Compliance Reporting WorkforceProfile TurnoverTrends Return on Human Capital Other Operational & Analytic Sources Prebuilt adapters: BI Suite Enterprise Edition

10. <Insert Picture Here> Value ofPre-built BI Applications

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

12. EXAMPLE OF BI IN ACTION

14. AFLAC GOOSE FARM PROFIT ANALYSIS FOR 2007 GOOSE FOOD POISON WHAT CAN CAUSE A DEVIATION 68% CORRECT ON PROFITS 95% CORRECT? WHAT COULD CAUSE IT TO GO S GEESE DIE, COST MORE AND SLOW YOU DOWN RAW MATERIAL- GOT SUED - MACHINE BROKE - NEW SYSTEM

15. <Insert Picture Here> Technical Overview

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

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

18. Data Warehouse Application Console (DAC) DAC is a metadata driven administration and deployment tool for ETL and data warehouse objects Used by warehouse developers and ETL Administrator Application Configuration Manages metadata-driven task dependencies and relationships Allows creating custom ETL execution plans Allows for dry-run development and testing Execution 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 Monitoring Enables remote admin and monitoring Provides runtime metadata validation checks Provides in-context documentation

19. Physical Data Model Overview Modular enterprise-wide data warehouse data model with conformed dimensions 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 Dashboards by Role Metadata Oracle BI Presentation Services Reports, Analysis / Analytic Workflows Data Warehouse / Data Model DAC Load Process Staging Area ETL Extraction Process Administration Metrics / KPIs Logical Model / Subject Areas Oracle BI Server Physical Map Direct Access to Source Data Oracle SAP R/3 Siebel PSFT EDW Federated Data Sources Other

20. 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

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

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

23. ENTERPROSE PERFORMANCE MANAGEMENT TOOLS

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

29. QUESTIONS