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

2. Session Abstract  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. 2

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

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

5. Source: Gartner Business Impact  The cost of a lost or incomplete customer record is $182 4  Enterprises have 14 different customer databases on average 2  66% indicate profitability is negatively impacted by bad customer data 1  30% of retail item information is incorrect, leading to 3.5% in lost sales 3  Credit card issuer fined $100M due untimely reporting  One Telco Company reports 90% monthly churn The Trusted Business Information Challenge These Challenges Have Real Business Impact

6. The IBM InfoSphere Vision 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

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

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

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

10.  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 SOA Business Services Batch Data Integration User Interfaces Party Account ProductLocation IBM InfoSphere MDM Server

11. Storage Optimization Increase warehouse capacity Performance Management Identifies usage patterns and trends Data Retention based on usage patterns and data governance Workload Management Optimizes workloads and priorities 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 IBM InfoSphere Warehouse

12.  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 IBM Industry Models

13. The Five Step Process to Deliver Trusted Information 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  Define new Business Requirements and Glossary of Terms The goal is to decrease project time significantly and reduce risk! Business Users & Analysts Data Integration Developers, and DBAs Data Modeler & Business Analysts BI Professionals and Business Users Requirements Definition and Assessment of Data Inventory Implementation of Information Integration infrastructure Information Delivery to the Business BI Data Modelers, Metadata Modelers, 13

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

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

17. FastTrack Integration Logic  Captures business requirements  Generates integration logic

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

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

20. Step # 5 - Cognos and InfoSphere Integration: Delivering Data in Terms Business Understands, Owns and Trusts Cognos 8 BI version 8.4 and InfoSphere Information Server 8 version 8.1 Report OLAP Collection Data Mart DataStage & QualityStage Job Data Warehouse and Source Systems 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    20

21. 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 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 Accelerating Your Information Agenda Recent Announcements result from $1B+ investment & experience from thousands of client projects 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