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Presentat ion Agenda

Business I nt elligence (BI ) & you An i ll ust rat ion : Mar keting

I ntelligence System

Business Benef i ts

BI Solut ion Component s

Need f or BI Solut ions

A t ypical mult i-product, mult i-divisional company has two

problems:

I t collects a lot of dat a that never gets used.

A good number of analyst s spend 100% of t heir t ime

analyzing dat a

Organizations without BI Solution leads to managersspending minimum 20% of t heir t ime analyzing the dat a

t hemselves using Applicat ion Pr ocessing Syst ems

Business I nt elligence will help you f indanswers t o ...

Who Ar e t he Most Prof it able Customers?Least Prof it able?

What were our invent or y t urns last week? Which Product s and Services Are t he

Most Prof it able? Least Prof it able? What will be t he ef f ect of of f ering

discounts on sales? What Ar e t he Buying Pat t erns? Cross

Selling Oppor t unit ies?

Wher e BI could be Used

EIS

OPERATIONS

FINANCESALES &MARKETING

Competitive analysisTrend analysis

Capacity Planning

HR Planning

UtilizationFulfillment

Budgeting

Consolidation

ROI Calculation

Product profitabilityCustomer profiling

Sales performance

The Complexit y Gradient

What ifWe?

StandardReports

QueryModeling

& Time

Series

DrillDown

Calculation& Derived

Data

Show all customers Show all vendors

Show all pendingpurchase orders

Show al lorders>1 Lakh

Tot aloutstandingpayableagainst avendor

What is thedifference insales betweenQ1 and Q2?

What is the 13week averageof sales?

Di d ou rpromotioncampaign havea LASTINGimpact on sales

How manypeople to hire,when to hire,where do weput thesepeople?

If we loweredour prices,would itincrease marketshare?

Mult idimensionalview of thedata

Increasing Complexity

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Role of Business I ntelligence in Mar ket ing

STRATEGI C

Target the best customers,

manage market ing campaigns,generat e qualit y leads

Support t he selling processf rom lead qualif ication toclosing the business

Resolve customer issues af t ert he sale r esponsively andprof essionally

TACTI CAL

Market ing analysis

Forecast i ng Marketing Process Automation

Deliver and bil l the customer

T el esal es

Mob il e Sales

Repairs and Returns

Communication l ink

Credi t Check

Serv ice execut ion

Market ing I ntelligence System

Compet it ive I nt elligence

Market Research

COUNTY TRACT WESTERN TXHIGH CITY

Target Customers

< 500

500to1,000

1,000to3,000

3,000to6,000

6,000to15,000

>= 15,000

Dallas -Fort WorthFebruary, 1996

Dallas

DentonMcKinney

Plano

Fort Worth

Lewisville

9.512miles/inch

Cust omer Focus is t he obj ect ive ofMarketing I nt elligence

Database Market ing Data Warehousing Solution Core Technologies Report ing and Querying Analyzing for Modeling Data Visualization EIS and DSS Tools to

Communicate

Competit ive I ntelligence

Data A ccess

Data Management

Report ing and Querying

A nalyzing

Marketing

Intelligence

Understand

markets

Understandcustomers

Understandcompetition

Market Research Regression Analysis Linear Modeling Neural Ne ts Data Mining

Business Benef it s

Support f or str ategic decision making

Pr ovides facilit ies to senior decision-makers in a robust manner

Eliminat e I mpact on Producti on Syst ems

Reduce I nterrupt-Driven Requests to I S

Empower Business Users

Summarize Operational Data

Leverage existi ng Operat ional Systems

Major st eps in dat a warehouseimplement at ion

Acquiring the necessary data

Transforming the data

Creating and populating a data warehouse

Managing the data using metadata Loading the warehouse

Exploiting the data warehouse.

Inside Warehousing: Data Flow

DATA

ACCESS

TRAN

SF

OR

MATI

ON

METADATA

DetailDetail

DetailDetail

SS

SSSS

SS

DatamartDatamart

DetailDetail

SS

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Customers

Product

Channel

Market

Time

Shipments

Returns

Variance

Budgets

% Variances

Cumulatives

Siebel

KOMS

AR/AP

Global Sales Analysis - I nf ormat ion Flow

Analyze Channel

EfficiencyStudy Sales TrendPerform Market

Share AnalysisPerform Variance

Analysis

TransactionSystems

Get data IN

Largevolume of Simpletransactions

Staticapplications

Automates Routine

TransactionSystems

Get data IN

Largevolume of Simpletransactions

Staticapplications

Automates Routine

Business IntelligenceSystems

Get information OUT

Smallnumber of Complexqueries

Dynamicapplications

Automates Creativity

Business IntelligenceSystems

Get information OUT

Smallnumber of Complexqueries

Dynamicapplications

Automates Creativity

DataDataWarehouseWarehouse

Operat ional Syst ems, Dat a Warehouse &Business I nt elligence Syst ems