Five Steps to Accelerate Your Investment in Business Intelligence with Information You Can Trust!

1. Five Steps to Accelerate Your Investment in Business Intelligence with Information You Can Trust!

2. Many organisations struggle with broader user adoption of Business Intelligence and Performance Management due to a lack of trust in their data, and the inability to deliver the breadth, speed and consolidated information perspective necessary to keep pace with the business. This "how-to" session will discuss how to enhance your existing and planned Cognos initiatives by addressing the need for on-time delivery of trusted information. Specifically, learn how to leverage the IBM InfoSphere product portfolio, as a foundation for Cognos 8 BI, to immediately address your data quality; real-time information integration and data warehousing challenges to drive more business value. Session Abstract 2

3. Accelerate to the Next Level Unlocking the Business Value of Information for Competitive Advantage Business Value Maturity of Information Use

4. How to deliver: quality information from fragmented, disparate systems at volume and velocity required by the business? Performance Management Challenges Faced Business Challenge How to address the diverse needs of everyone in the business with a complete, consistent view of information? Information Challenge Process Challenge How to establish standards, governance, and breakdown barriers to establish anIT-business partnership 4

5. Business Impact • The cost of a lost or incomplete customer record is $1824 • Enterprises have 14 different customer databases on average2 • 66% indicate profitability is negatively impacted by bad customer data1 • 30% of retail item information is incorrect, leading to 3.5% in lost sales3 • Credit card issuer fined $100M due untimely reporting • One Telco Company reports 90% monthly churn Source: Gartner The Trusted Business Information Challenge These Challenges Have Real Business Impact

6. An Industry Unique Information Platform Simplify the delivery of Trusted Information Accelerate client value Promote collaboration Mitigate risk Modular but Integrated Scalable – Project to Enterprise The IBM InfoSphere Vision

7. Finance Pre-configured Data Warehouse Product Development Sales InformationIntegration Operations Marketing Business-centric Accelerators HumanResources CustomerService Mastering the Management of Data IT/Systems Deliver Trusted Information – InfoSphere Addresses 4 Key Data Concerns • Insightful - derive meaning from information changes Business • In Context - real-time delivery of relevant information when and where it’s needed • Complete - related information reconciled into a single and holistic view Information • Accurate - complex and disparate data transformed, cleansed and delivered Process

8. Greatly enhanced customer service, and improved targeted marketing Mastered Customer Data across the enterprise Improved access to key patient and provider insight; achieved ROI within 90 days Derived insight from vast amounts of patient information Increased daily deliveries by 100% and improved order tracking Rationalized multiple order fulfillment systems Consolidated revenue enrichment and regulatory compliance reporting Boosted revenue and added new customers - 11% response on direct mail campaigns Synchronized and mastered core product information €1 million savings per year and increased sales by 3.5% Leading the wayBusiness Leaders Embracing The Vision

9. IBM InfoSphere Information Server Full capabilities to deliver Trusted Information across heterogeneous systems • Accelerate data integration projects • Metadata-driven design • Business IT alignment • Leverage Existing Resources • Broad native connectivity • Architected for Growth • Massive scalability • Parallel processing

10. IBM InfoSphere MDM Server • Master data management across party, account & location data • Leverage master data for frequent, real-time access • Enabled as an SOA Library with 800 pre-packaged business services • High performance, high scalability foundation IBM InfoSphere MDM Server Batch Data Integration SOA Business Services User Interfaces Party Product Location Account

11. Manage Analyze Reliable Real-Time Delivery IBM InfoSphere Warehouse • Unified, powerful data warehouse foundation • Advanced partitioning, data mining, retention & cubing features • Optimized performance for operational & transactional use • As big or as small as your business needs Storage Optimization Increase warehouse capacity Performance Management Identifies usage patterns and trends IBM InfoSphere Warehouse Workload Management Optimizes workloads and priorities Data Retention based on usage patterns and data governance

12. IBM Industry Models • Built for business & IT collaboration • Complete business templates for industry KPIs • Key accelerators for business optimization & integration projects • Act as acceleration templates within Information Server & Cognos 8 BI

13. The Five Step Process to Deliver Trusted Information Business Users& Analysts BI Data Modelers, Metadata Modelers, Data Modeler & Business Analysts Data Integration Developers, and DBAs BI Professionals and Business Users      Define new Business Requirements and Glossary of Terms Create Enterprise Data Warehouse and Data Mart designs and analyze sources Deploy Enterprise Data Warehouse and load with Trusted Data Build BI Sourcing and Structure Data for Optimal BI Access Deliver Data in Terms Business Understands, Owns and Trusts Requirements Definition and Assessment of Data Inventory Implementation of Information Integration infrastructure Information Delivery to the Business The goal is to decrease project time significantly and reduce risk! 13

14. Captures Business Taxonomies Captures and defines shared searchable business glossary Assigns stewardship to key business terms Links business terms to technical assets Insurance Banking Retail Health Plan Telco Financial Markets Step #1 –Define new Business Requirements and Glossary of Terms InfoSphere Business Glossary, Cognos Blueprints & IBM Industry Models IBM Industry Models The Performance Manager Book Over 50 Functional & Industry Blueprints

15. Existing Integration Points for Industry Models Generate warehouse structures through RDA BSTs provide design foundation for reports and cubes Pre-load Information Server with a business glossary & physical model for mapping Data and process models mapped to MDM model & business services

16. Profiles existing systems Analyzes data structure, content, and quality Finds data relationships across systems Uncovers data issues that can affect downstream projects Step #2 – Create Enterprise Data Warehouse and Data Mart designs and analyze source systems InfoSphere Information Analyzer InfoSphere QualityStage • Standardizes and matches data • Removes duplicates • Cross-references matching records • Survives a single complete record • Cleanses & enriches data

17. FastTrack Integration Logic • Captures business requirements • Generates integration logic Data Warehouse Business Requirements MDM Visual Integration Logic

18. Steps #3 – Deploy Enterprise Data Warehouse and load with Trusted Data Import Industry Data Models Exchange Data Structures Services Oriented Architecture Rational Data Architect Information Services Director Link Populate Deploy Transform and Cleanse Common Enterprise Vocabulary Map Sources to Target Model Search and Profile Source Data Link Define Create DataStage and QualityStage Business Glossary FastTrack Information Analyzer Deploy Share Share Share Share Metadata Server and Metadata Workbench – InfoSphere Information Server Active Cross-Platform Administration, Management and Reporting Cognos 8 platform

19. Step # 4 – Build BI Sourcing and Structure Data for Optimal BI Access • Integrate metadata from 3rd party sources IBM InfoSphere Information Server • Create base layers of BI metadata model • Flexibly access all data sources Data marts, warehouses EDW • Build star-schema data marts and OLAP cubes Flat, Legacy or Modern Direct access sources or create virtual views Transaction Systems Cognos 8 platform Mix and evolve delivery strategies over time

20. Data Warehouseand Source Systems DataStage & QualityStage Job Data Mart OLAP Collection Report Step # 5 - Cognos and InfoSphere Integration: Delivering Data in Terms Business Understands, Owns and Trusts  UNDERSTANDS: Leverage centralized glossary for business definitions and annotations  OWNS: Traceability on the origin of information  TRUSTS: Regular monitoring and reporting of data quality metrics and trends Cognos 8 BI version 8.4 and InfoSphere Information Server 8 version 8.1 20

21. Accelerating Your Information AgendaRecent Announcements result from $1B+ investment & experience from thousands of client projects Foundational Tools Software to help you convert your information into a trusted strategic asset Information On Demand Competency Centers Services to help you build information centers of excellence Information Agenda Guides & Workshops Industry tailored sessions to guide future state design, identification of key information requirements and gap analysis Information Accelerators Industry specific assets to speed deployment 21

22. The Value of InfoSphere and Cognos • “Performance Management with Trusted Information” • Simplify and reduce implementation risk, accelerate business adoption, power better business outcomes • Performance Management is reliant on trusted information • Deliver greater business confidence in the information used to drive performance • Performance Management maximises the value of trusted information • Deliver information to critical decisions processes that impact top-line results The leading provider of BI and Performance Management solutions The leading provider of Information Integration, MDM and Data Warehousing

23. Bottom Line • The InfoSphere portfolio addresses the majority of requirements companies face around their information • There is no more integrated portfolio on the market • IBM has the only portfolio which also leads in each and every category • IBM invests $1B each year on this portfolio and its integration • By choosing a more complete InfoSphere solution, organizations can reduce their risk & improve time to value