1 Business Intelligence in the Information Age © 2006 Acxiom Corporation. All Rights Reserved. Carmen McKenna-McWilliams Marketing Technology Center of Excellence

2 Business Intelligence in a Dynamic Environment Why is Business Intelligence Important to my Organization? Why is it so hard… Best Practices, Tips and Tricks © 2009 Acxiom Corporation. All Rights Reserved.

3 The Speed of Things… Sony BMG Rome 2008 Demo - YouTube © 2009 Acxiom Corporation. All Rights Reserved.

4 Why is Business Intelligence so important… C-Level Reporting Needs Senior Executive KPI’s Historical data access Digital information has increased by 30% per year Need for Front Line Access Current Global Economic Conditions Can Affect Key Business Drivers –New efficiencies –Accelerate and Automate Processes –Increase Productivity –Improve Customer Satisfaction –Lower Cost © 2009 Acxiom Corporation. All Rights Reserved.

5 Business Intelligence Definition Business Intelligence: The technologies, systems and processes… that facilitate the compilation, analysis and access… to data and insight… providing definitive and predictive information… about the business. © 2009 Acxiom Corporation. All Rights Reserved.

6 Two Different Perspectives Natural Language Functions Application Categories What happened? Measuring Reporting / Dashboard / Score carding Data Visualization Defining Data Visualization Data Mining Segmentation Search Asking questions in a natural language – “BI by Googling” What is happening?Monitoring Event Management / What might happen / Alerts What is going to happen? Predicting Predictive Modeling Optimization What to do to take action? Execution Business Rules Engine Campaign Management Supply Chain Management The Business User… …The IT Team………………………….. © 2009 Acxiom Corporation. All Rights Reserved.

7 Leading Business Intelligence Providers Source: Gartner, Magic Quadrant for Business Intelligence Platforms, 2009 © 2009 Acxiom Corporation. All Rights Reserved.

8 Examples of BI Portals © 2009 Acxiom Corporation. All Rights Reserved.

9 Example in Real Life… © 2009 Acxiom Corporation. All Rights Reserved.

10 Interactive Examples in Real Life… Recovery.gov Stimulus Package Breakdown © 2009 Acxiom Corporation. All Rights Reserved.

11 Sample Architecture – Purpose-Built Web Services Architecture SERVICES Open Data Access DATA Warehouses (Relational & OLAP) Transaction Systems Flat, Legacy or Modern Security Presentation Query Schedule & Burst Metadata USER Zero Footprint Task-Based Interfaces Reporting Analysis Scorecarding Dashboards Search EventManagement Office Connection Query © 2009 Acxiom Corporation. All Rights Reserved.

Barriers to Success…And some Practical Solutions

13 InformationWeek: Business Intelligence Gets Smarter Polled 358 business technology professionals Assess the business intelligence environment and its direction for the foreseeable future. Trends and challenges related to business intelligence initiatives. © 2009 Acxiom Corporation. All Rights Reserved.

14 © 2009 Acxiom Corporation. All Rights Reserved. Deploy the Right Tool Parameterize & Automate the Reporting Process Simplify the Data Deploy the Right Tool Parameterize & Automate the Reporting Process Simplify the Data

15 © 2009 Acxiom Corporation. All Rights Reserved. Utilize Software as a Service Consolidate Business Intelligence Solutions Publish & Distribute Reports in Accessible Formats Utilize Software as a Service Consolidate Business Intelligence Solutions Publish & Distribute Reports in Accessible Formats

16 © 2009 Acxiom Corporation. All Rights Reserved. Integrate Data for Analytical Usage Mitigate Data Quality Issues Access Real-Time Data Integrate Data for Analytical Usage Mitigate Data Quality Issues Access Real-Time Data

17 © 2009 Acxiom Corporation. All Rights Reserved. Outsource Software Installation and Configuration Outsource Execution Processes Augment Business Intelligence Personnel Outsource Software Installation and Configuration Outsource Execution Processes Augment Business Intelligence Personnel

18 © 2009 Acxiom Corporation. All Rights Reserved. Identify Performance Thresholds Learn from your Spreadmarts Measure Employee Satisfaction Identify Performance Thresholds Learn from your Spreadmarts Measure Employee Satisfaction

19 © 2009 Acxiom Corporation. All Rights Reserved. Understand the Maturity of Your Business Intelligence Deploy Proofs of Concept Keep Up-To-Date on Business Intelligence Technologies and Trends Understand the Maturity of Your Business Intelligence Deploy Proofs of Concept Keep Up-To-Date on Business Intelligence Technologies and Trends

20 © 2009 Acxiom Corporation. All Rights Reserved. Customize Business Intelligence Applications for Executive Use Express Success in Terms of Return on Business Intelligence Investment Provide BI that demonstrates Cross- Functional Relationships Customize Business Intelligence Applications for Executive Use Express Success in Terms of Return on Business Intelligence Investment Provide BI that demonstrates Cross- Functional Relationships

21 © 2009 Acxiom Corporation. All Rights Reserved. General Lack of Project Management Rigor Define Financial Objectives Assess Data Health General Lack of Project Management Rigor Define Financial Objectives Assess Data Health

22 © 2009 Acxiom Corporation. All Rights Reserved. Identify Business Intelligence Leaders in Your Company Create a Business Intelligence Competency Center Establish Professional Objectives Identify Business Intelligence Leaders in Your Company Create a Business Intelligence Competency Center Establish Professional Objectives

23 Business Intelligence Competency Centers and Centers of Excellence A centralized cross-disciplinary team aimed at sharing competencies and investments including proven best practices as well as technologies. To achieve a mature and centralized CC or COE: –Set a Mission Statement –Get Executive Level Support –Assemble a diverse team –This is not a “One and Done” Initiative –The tough decisions need to be tackled here –Promote!! –Be responsive

24 © 2009 Acxiom Corporation. All Rights Reserved. Demonstrate What is Possible Train Users on Business Intelligence Tools Train Users Regarding Their Data Demonstrate What is Possible Train Users on Business Intelligence Tools Train Users Regarding Their Data

25 Great Resources Gartner Forrester TDWI (The Data Warehouse Institute)