Attivio, Inc. • 275 Grove Street • Newton, MA 02466 USA • o +1.857.226.5040 • f +1.857.226.5072

info@attivio.com • www.attivio.com

Challenge: Provide insight into business wins and losses beyond ‘the numbers’ – not just “what” happened, but also “why.” GE Capital wanted to improve its sales performance by understanding the root causes and trends behind their business wins and losses. The company had already given managers access to a sales performance data warehouse for analysis using TIBCO Spotfire, a leading visual business intelligence (BI) tool. However, the data could only explain what deals were won or lost; answering why could only be answered by manually reviewing insights buried within written comments and messages about each deal (unstructured content).

Recognizing the need for insight beyond just ‘the numbers’, GE Capital selected Attivio’s Active Intelligence Engine® (AIE®), to freely integrate and correlate its sales structured data and unstructured content, for access and analysis using TIBCO Spotfire. Attivio rapidly implemented AIE for GE Capital under its BI Accelerator professional services package.

“We now use Attivio AIE as our new enterprise information backend,” a GE Capital executive explained to Attivio. “Our managers still slice and dice Salesforce.com data using TIBCO Spotfire as before, but now with expanded insights from unstructured Salesforce.com content as well. We now have a complete and actionable understanding into why deals were won or lost.”

Solution: Attivio AIE unifies Salesforce structured data with unstructured content: comments, Chatter messages, call notes. “GE Capital uses Salesforce.com to track each sales opportunity,” the executive said. “If, for example, a deal is lost at any stage in the sales cycle, our marketing team will initiate a detailed loss analysis. They manually review all Salesforce.com comments and notes, and make further inquiries on their own. The final in-depth loss report is then entered as a comments field.

“There is a wealth of valuable information there, but with tens of thousands of deals in process at once, we had no way to analyze this unstructured content in an efficient and effective manner. If managers wanted to review comments on deals lost in their sector, they had to manually browse them in Excel, a slow process making it difficult to uncover actionable insights.”

“Attivio AIE has eliminated this cumbersome process by making unstructured content as easy to analyze as traditional structured data, right in our users’ Spotfire BI dashboards.”

Attivio AIE makes this possible by first ingesting Salesforce data from GE Capital’s enterprise data warehouse (EDW) and Salesforce.com text-based information. AIE performs advanced text analytics on this content, including entity and key phrase extraction, automated classification of content, and sentiment analysis – positive or negative feelings expressed about a product, person or other entity.

Adding structure to unstructured content, unlocking its analytic value: Very importantly, AIE also normalizes entities extracted from text to maximize the analytic use of content. For example, occurrences of product codes such as 3400 or ABL are replaced with a common user-friendly description Lending.

Business Intelligence Case Study: GE Capital - Salesforce.com Analytics

Customer Profile:

As the global financial services unit of General Electric, GE Capital provides commercial lending and leasing to businesses in over 40 sectors in which GE has its own proven industrial capabilities, and consumer lending.

Key Challenge:

Empower managers to visually analyze and discover not only what business deals were won or lost, but also why – enabling timely, highly informed strategic decisions to improve sales win rates and boost revenues.

This deeper level of BI insight requires going beyond analyzing sales performance data alone to also include business signals buried within comments, messages and other unstructured, text-based content about each deal.

Our managers still slice and dice Salesforce data using TIBCO Spotfire as before, but now with expanded insights from unstructured Salesforce content as well.

We now have a complete and actionable under-standing into why deals were won or lost.

- GE Capital Executive

Attivio, Inc. • 275 Grove Street • Newton, MA 02466 USA • o +1.857.226.5040 • f +1.857.226.5072

info@attivio.com • www.attivio.com

Synonymous competitor names, for example, Bank of the North or BOTN are replaced with the desired name BoN.

All Salesforce.com data and newly normalized and enriched and unstructured content is integrated within AIE’s universal index. AIE then exposes this unified information to TIBCO Spotfire via SQL support and ODBC/JDBC connectivity. When a Spotfire user submits a query, AIE automatically JOINs all related data and content at query time, with no data modeling required.

“All of this functionality enables Attivio AIE to add structure to unstructured content, which is necessary to unlock the analytic value buried within text and gain the new level of insight we were looking for,” the GE Capital executive said.

Managers can now make informed decisions to increase win rates: Initial feedback to GE Capital’s new unified information dashboards has been very positive. “AIE gives us new insight into why deals were won or lost,” the GE Capital executive said. There’s no way we could have scaled a manual process to get the same insights AIE is providing automatically.”

GE Capital is excited by expectations to improve win rates through the new level of sales win/loss insight enabled by AIE. “We are talking about multi-billion dollar deals,” the executive said. “Increasing our win rate by 1% alone will yield the company an exceptional return on its AIE investment.”

“The most important new Attivio-powered insight is the ability to visually analyze recurring key phrases correlated to structured sales data. Managers can observe how these key phrases change as they drill into the data (e.g., by industry, sector, sales prospect, competitor) to help understand the root causes and trends explaining why deals were lost.”

“With AIE, managers can now make informed decisions regarding what markets to more actively pursue, when to change our go-to-market strategy or make other adjustments to our selling process in order to increase win rates.”

A key enabler for an effective Big Data analytics strategy: Summing up the new impact of Attivio AIE for GE Capital, the executive said, “GE Capital is making Big Data analytics, particularly unstructured content, a key part of its technology strategy, to help grow revenue and increase productivity. We are seeing more and more use cases for analyzing unstructured content to optimize our assets, including managed fleet vehicles, leased equipment and machinery, and other financial assets.”

“Achieving this new level of insight requires the ability to systematically analyze and visualize unstructured content as easily as structured data. Attivio AIE has made this possible for GE Capital, eliminating the technology barriers that have made it very difficult to gain insights from text-based information.”

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Attivio AIE gives us very good new insight into why deals were won or lost…

Managers can now make informed decisions regarding what markets to more actively pursue, when to change our go-to-market strategy, or make other adjustments to our selling process in order to increase win rates.

- GE Capital Executive