Creating a Single Enterprise View of Your Organization Through BI – Regardless of Data Source Rob Tenhundfeld Business Intelligence Solution Specialist

Let’s start with a (not so) simple question…. “How is my new brand doing?” More specifically, “How much have I sold, how is it impacting my support operations and what percentage of my total revenue is it generating?”

BI Challenges Today Siloed Fragmented Inconsistent Report-centric Restricted Unintuitive Hasn’t the promise of BI been there for the past decade?

Pervasive use Analysts Real-time, predictive dataHistorical data Insight-driven business process optimization Reporting results To:From: Unified infrastructure & prebuilt analytic solutions Analytic tools The Evolving Role of BI Unified, enterprise view Fragmented view Separate BI, CPMIntegrated Performance Mgmt

Oracle Business Intelligence Comprehensive, Integrated, Best-of-Breed BI Solutions Oracle BI Suite Oracle BI Applications Oracle Data Warehousing Enterprise-wide, Industry-Specific Analytic Applications Best-of-Breed, Next Generation BI platform Complete data warehousing solution

Oracle is the Worldwide Leader in Business Analytics #1 in Analytic Applications - IDC “One of the most comprehensive and innovative BI platforms…” Leader’s Quadrant- Gartner #1 in DW Tools - IDC Oracle BI Suite Oracle BI Applications Oracle Data Warehousing Sources: IDC and Gartner

Oracle’s Answer To Silo BI: Oracle BI Enterprise Edition

Oracle BI Suite Enterprise Edition Foundation for BI in Fusion Based on technology from Siebel, Hyperion and Oracle Siebel was fastest growing BI vendor, averaging 50%+ annual growth over the last 5 years Comprehensive, next-generation BI platform Pervasive intelligence for all users Integrated and Hot-Pluggable architecture “With the acquisition of Siebel, Oracle find themselves as the owners of one of the most exciting BI solutions available at present.” – Bloor Research “With the acquisition of Siebel, Oracle find themselves as the owners of one of the most exciting BI solutions available at present.” – Bloor Research

Oracle BI Suite Enterprise Edition OLTP & ODS Systems Data Warehouse Data Mart SAP, Oracle PeopleSoft, Siebel, Custom Apps Files Excel XML Business Process Oracle BI Server Common Enterprise Information Model Reporting & Publishing Ad hoc Analysis Proactive Detection and Alerts Microsoft Office Interactive Dashboards Advantages : Consolidate and standardize BI tools Unified BI metadata and infrastructure Seamless BI user experience

Primary BI EE End User Options Complete Range of Insight Delivery Capabilities Oracle Delivers Guided experience leads user from insight to action Intuitive and interactive dashboards/scorecards Personalized, function-specific and role-based Oracle Interactive Dashboards Oracle Answers Ad-hoc data exploration True business user self sufficiency Create, modify and author analysis, pivots and dashboards Dynamic problem/opportunity detection and notification Automated analytic workflows and processes Tailored delivery for wide range of mobile devices Oracle Reporting & Publishing Schedule & distribute enterprise-class reports Sophisticate “pixel-perfect” report layout controls

Powerful Insight Across Data Sources Simplify analysis of distributed data Point and click access to information spanning multiple physical sources Users interact with simplified model Shielded from complex physical data Complete and timely information Real-time and historical data Enables high value cross- departmental analysis “Show me sales through today for my highest value customers. Assure sufficient inventory to fulfill orders.” Data Warehouse ODS / Operational Historical Sales (through yesterday) Today’s Sales Inventory System Current Inventory Oracle BI Server Intelligent Request Generation

OBIEE Multi-Source BI

Web Server (IIS, Tomcat, Websphere, iPlanet) Oracle BI Server Intelligent Request Generation Externalized Authentication Oracle BI EE Architecture Data Source Adapters Navigator Logical Request Generation Aggregate Navigator Fragmentation Optimization Multi-Pass / Sub-Request Logic Optimized Query Rewrites Session Management Metadata Interchange Logical SQL ODBC/JDBC (Logical Business Model) Cache Services LDAP DB Authentication Custom Authenticator Oracle BI Administration Analytical and Operational Data Sources Metadata Documentation Services Metadata Management Services Multi-User Development Services Server Management Services ODBC over TCP/IP (SSL) System / Perf Monitoring Oracle BI Cluster Controller ODBC, CLI, OCI, XML, MDX Oracle BI Web SOAP Web Services, XML and URL Interface Cache Services (Web) & Connection Mngmt XML Framework Web Catalog Service User Profiling, Security and Session Mngmt Oracle Interactive Dashboards Oracle Answers Load Balancer Security Services Query Govern. Oracle Delivers Server Scheduling/Event Services Agent Execution Logic Device Adaptive Content TCP/IP (SSL) Javascript for Usability & Interactivity Web Browser XML, HTML, XLS, PDF, TXT over HTTP/HTTPS External Applications and Portals HTML, SOAP over HTTP/HTTPS Execution Engine SAW Bridge (J2EE/ISAPI) TCP/IP (SSL)

Web Server (IIS, Tomcat, Websphere, iPlanet) Oracle BI Server Intelligent Request Generation Externalized Authentication Data Source Adapters Navigator Logical Request Generation Aggregate Navigator Fragmentation Optimization Multi-Pass / Sub-Request Logic Optimized Query Rewrites Session Management Metadata Interchange Logical SQL ODBC/JDBC (Logical Business Model) Cache Services LDAP DB Authentication Custom Authenticator Oracle BI Administration Analytical and Operational Data Sources Metadata Documentation Services Metadata Management Services Multi-User Development Services Server Management Services ODBC over TCP/IP (SSL) System / Perf Monitoring Oracle BI Cluster Controller ODBC, CLI, OCI, XML, MDX Oracle BI Web SOAP Web Services, XML and URL Interface Cache Services (Web) & Connection Mngmt XML Framework Web Catalog Service User Profiling, Security and Session Mngmt Oracle Interactive Dashboards Oracle Answers Load Balancer Security Services Query Government Oracle Delivers Server Scheduling/Event Services Agent Execution Logic Device Adaptive Content TCP/IP (SSL) Javascript for Usability & Interactivity Web Browser XML, HTML, XLS, PDF, TXT over HTTP/HTTPS External Applications and Portals HTML, SOAP over HTTP/HTTPS Execution Engine SAW Bridge (J2EE/ISAPI) TCP/IP (SSL) Oracle BI EE Architecture

Enterprise Business Model Administration Physical Layer – “Intelligent Request Generation” Reads in system catalog Multiple sources Optimized SQL generation Regardless of Schema Function ship to appropriate data sources/Compensation DB2 Supply Chain DM Teradata OLAP Oracle ERP. XML Data Source SQL Server Acxiom Siebel Operational

Enterprise Business Model Administration Business Model Layer – “Calculation Engine” Physical complexity converted to logical subject areas Drill-Paths Complex/Derived Measures (Level-based, time series, dimension-specific, nested) Aggregate/Fragment Aware

Enterprise Business Model Administration Presentation Layer Role-based, in context, personalized presentation – Oracle Answers

Web Server (IIS, Tomcat, Websphere, iPlanet) Oracle BI Server Intelligent Request Generation Externalized Authentication Oracle BI EE Architecture Data Source Adapters Navigator Logical Request Generation Aggregate Navigator Fragmentation Optimization Multi-Pass / Sub-Request Logic Optimized Query Rewrites Session Management Metadata Interchange Logical SQL ODBC/JDBC (Logical Business Model) Cache Services LDAP DB Authentication Custom Authenticator Oracle BI Administration Analytical and Operational Data Sources Metadata Documentation Services Metadata Management Services Multi-User Development Services Server Management Services ODBC over TCP/IP (SSL) System / Perf Monitoring Oracle BI Cluster Controller ODBC, CLI, OCI, XML, MDX Oracle BI Web SOAP Web Services, XML and URL Interface Cache Services (Web) & Connection Mngmt XML Framework Web Catalog Service User Profiling, Security and Session Mngmt Oracle Interactive Dashboards Oracle Answers Load Balancer Security Services Query Govern. Oracle Delivers Server Scheduling/Event Services Agent Execution Logic Device Adaptive Content TCP/IP (SSL) Javascript for Usability & Interactivity Web Browser XML, HTML, XLS, PDF, TXT over HTTP/HTTPS External Applications and Portals HTML, SOAP over HTTP/HTTPS Execution Engine SAW Bridge (J2EE/ISAPI) TCP/IP (SSL)

Oracle BI Server Common Enterprise Information Model Simplified Logical Model The Oracle BI server presents as a logically modeled database enabling the Common Enterprise Information Model. This provides powerful calculation, computation and federation capabilities to 3 rd party tools as well as our own.

A Day in the Life of a Query

A logical request comes in asking for  Brand,  Closed Revenue (GL)  Service Requests (Call Center)  Share of Revenue (Derivation)

A Day in the Life of a Query Oracle BI Server Cache The Server will check to see if this request can be fulfilled via a prior request using Server Cache. This is an on-demand intelligent shareable and secure cache that can support: Subsets, Aggregations and Derivations

A Day in the Life of a Query Navigator If it is the request is cannot be fulfilled by cache then the server will intelligently process the request

A Day in the Life of a Query Multi-Pass/Sub-Request Logic Does this analysis require sophisticated analysis such as an OLAP calculation? [Revenue Share] The Server will determine the best possible way to provide this calculation/computation

A Day in the Life of a Query Fragmentation Optimization Does this request span across partitions or silos of data? [Closed Revenue and Service Requests] The server will determine based on the request if it should navigate to both or only one. It will automatically resolve fan traps.

A Day in the Life of a Query Aggregate Navigator Is there an aggregate that can better satisfy this request versus hitting the detail? {Brand Summary Table} The Server will apply approprate summary redirection to provide the quickest response.

A Day in the Life of a Query Optimized Query Rewrites What can be function-shipped down to the database versus performed /supplemented by the computation capabilities of the Server. The server will provide a consistent set of functionality to the user regardless of underlying datasource.

Oracle BI Server Exploiting Native Database Functionality

select distinct D1.c2 as c1, Rank() OVER ( ORDER BY D1.c1 DESC ) as c2 from (select sum(T677."ActlExtnd") as c1, T699."District" as c2 from "d1_customer" T699, "d1_orders" T677 where ( T677."repkey" = T699."SalesRep" ) group by T699."District") D1 order by 1 select D1.c2 as c1, D1.c1 as c4 from (select sum(T1397."ActlExtnd") as c1, T1384."District" as c2 from "D1_customer" T1384, "D1_orders" T1397 where ( T1384."repkey" = T1397."SalesRep" ) group by T1384."District" ) D1 [Rank Calculation Performed on Oracle BI Server To Compensate for the Limitations of MS SQL Server] Oracle BI Server Optimized Native SQL Rewrites

A Day in the Life of a Query Cache Services The request once executed will now be available to other users as a cache entry.

Oracle BI Server System Services System Services Clustering: Add stacks as needed in a share nothing clustered environment. Session Management and Governance: Query throttling via connection pools and authorization Security Services: Integration with OID, LDAP with sophisticated data driven personalization mechanisms.

D E M O N S T R A T I O N Oracle BI Suite Enterprise Edition

Drive Pervasive Intelligence All Departments, Users, and Processes Unsurpassed UsabilityAnywhere, Anytime Rich, interactive Web interface Guided analytics Seamless user experience Robust personalization Simplified business model Abstraction from physical sources Complex calculations made easy Dashboards, ad hoc, alerts, reports Any device Full mobile disconnected analytics Integrated with business processes Embedded analytics Portal integration Extranet

Pipeline Analysis Triangulated Forecasting Sales Team Effectiveness Up-sell / Cross-sell Discounting Analysis Lead Conversion Receivables / Payables Analysis Customer Profitability Product Profitability Regulatory Compliance Expense Management Cash Flow Analysis Churn Propensity Customer Satisfaction Resolution Rates Service Rep Effectiveness Service Cost Analysis Service Trends Campaign Scorecard Response Rates Product Propensity Loyalty and Attrition Market Basket Analysis Campaign ROI Supplier Performance Inventory Analysis Procurement Cycle Times Inventory Availability Employee Expenses BOM Analysis Employee Productivity Compensation Analysis Compliance Reporting Workforce Profile Turnover Trends Return on Human Capital Leverage Prebuilt Oracle BI Applications Built in Best Practices Across Functions and Industries Sales Analytics Financial Analytics Workforce Analytics Supply Chain Analytics Service & Contact Center Analytics Marketing Analytics Travel & Trans Auto Comms. & Media Complex Mfg. Complex Mfg. Consumer Sector Energy Financial Services High Tech Insurance & Health Insurance & Health Life Sciences Public Sector Other Operational & Analytic Sources Oracle BI Suite Enterprise Edition Prebuilt adapters:

DW Design Leverage Prebuilt Oracle BI Applications Changing the Economics of BI Build from Scratch with Traditional BI Tools Oracle BI Applications Back-end ETL and Mapping Define Metrics & Dashboards Training & Roll-out Prebuilt ETL Business Adapters for Siebel, Oracle, PeopleSoft, SAP, others Prebuilt DW design Adaptable to your enterprise DW Role-based dashboards and alerts Thousands of pre-defined metrics Weeks or months Pre-built ETL Tailoring DW Design Mod Specific Metrics & Dashboards Training & Rollout Quarters or Years Faster deployment Lower TCO Assured business value With BI Suite EE you can: 1.Build custom BI apps 2.Buy Oracle BI Apps 3.Do a mix of both

” “ Leverage Prebuilt Oracle BI Applications Proven Rapid Time To Value Deployed to 800 users in under 90 days Analytics for sales-oriented contact center Live in 120 days Sales Analytics 4 months from decision to live for 1200 users Pharma Analytics Live in 100 days, 6500 users Sales and Marketing Analytics Having had experience of Siebel Business Analytics, I can vouch that it can be deployed as rapidly as they claim...It is a product that really delivers. Deployed to users in 3½ months Sales Analytics

Maximize the Value of IT Investments “ Hot Pluggable” BI Adapts to Your Environment XML Excel Flat Files Multi- Dimensional SAP BW Oracle Microsoft SQL Server TeradataIBM DB2Essbase Data Warehouse Data Marts Oracle BI Server MS Office Leverage any Data Source Optimized native SQL; Source-specific function shipping Integrate with portals & apps XML, SOAP API, JSR168 support Access with other tools Open SQL query interface Other BI Tools Portals Other Applications Leverage existing security Oracle, MSFT AD, Sun iPlanet, Novell Others …

Scalable and Sustainable BI Process Reduce IT backlog while increasing self-sufficiency IT Focus on data infrastructure, metadata model, tuning performance, security Build shared dashboards, alerts, workflow processes for their user community Business Analysts & Operations Business Users Consume shared dashboards, reports, alerts Easily build / modify their own analysis Provide greater self-sufficiency at each level and enable each member of the process to do what they do best

Oracle BI Suite Enterprise Edition Summary of Key Benefits / Differentiators 1.Comprehensive, integrated BI suite 2.Enterprise information model & consistent metrics 3.Intelligence spanning multiple sources 4.Designed for broad, pervasive use 5.Library of prebuilt Oracle BI Applications Provide lower TCO, faster deployment, more assured value 6.“Hot Pluggable” to maximize value of current systems 7.Scalable and flexible BI architecture 8.Pre-integrated Oracle stack lowers cost & complexity 9.Scalable and sustainable BI process

Aerospace & Defense Commercial Banks Pharmaceutical Computer Office Equip Diversified Financials Railroad Medical Products & Equip Telecommunications Securities Network & Comms Equip Life & Health Insurance 5 of the top 6 4 of the top 5 8 of the top 9 6 of the top 9 3 of the top 4 3 of the top 6 5 of the top 6 3 of the top 6 2 of the top 4 3 of the top 5 Industry Leaders Adopting Oracle BI Enterprise Edition

OBIEE Features vs. 11g DB OBIEE Time and Value Based Partitions for BI Aggregate awareness through defined views in data sources Single, secured logical definition for BI usage Oracle Database 11g Time, Value, Interval Based Partitioning for Enterprise Transparent, highly scaled aggregate awareness for enterprise apps (OLAP) Single, secured physical definition of enterprise OBIEE Provides Tools for the Roadmap to Best Practice BI/DW

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