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Integrating with Oracle Business Intelligence
Enterprise Edition (OBI EE)
Business Justification: Tools
Integration
• By implementing business intelligence objects,
Warehouse Builder can be integrated with reporting
environments seamlessly.
© 2008 Oracle Corporation – Proprietary and Confidential
2
Integrating with OBI EE
Oracle
Data
sources Warehouse
Builder
Data
Siebel
CRM
Data
Data
Warehouse
Oracle
EBS
ETL
Data objects
Data quality
Other
sources
SAP/R3
Oracle BI
Metadata Database
Repository
OBI EE
Enterprise
Semantic
Layer
(RPD)
OBI EE
Server
Dashboards
Distribute
metadata
Data
OBI SE
End user layer
Ad hoc reports
PeopleSoft
© 2008 Oracle Corporation – Proprietary and Confidential
3
Integration with OBI SE (Discoverer)
• Deploy objects directly into Oracle Business Intelligence
Standard Edition (OBI SE) End User Layer (EUL).
• Benefits:
• Completeness: BI design in Warehouse Builder
• Productivity: Direct building of reports based on Warehouse
Builder design by end users
Oracle Discoverer module contains:
– Item Folders (module level)
– Business Areas
–Item Folders (business area level)
–Drill Paths
–Lists of Values
–Alternative Sort Orders
–Drills to Detail
–Registered Functions
© 2008 Oracle Corporation – Proprietary and Confidential
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Lesson Agenda
• Integrating with Business Intelligence Tools
• OBI SE
• OBI EE
• Steps to derive, deploy, and transfer BI Metadata into OBI EE
Server
© 2008 Oracle Corporation – Proprietary and Confidential
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Transfer BI Metadata to OBI EE Server
Typical Steps to Transfer BI Metadata to the OBI EE Server
Deploy BI metadata
Derive BI
metadata in
Warehouse Builder
Generate the
UDML file
© 2008 Oracle Corporation – Proprietary and Confidential
Transport the UDML
file to the
OBI EE Server
Convert the UDML
file to the
OBI EE repository
file
6
Setting Up the UDML File Location
1
2
Transport Type determines how
you want to transfer the UDML
file to the file system where OBI
EE is installed.
If the Warehouse Builder
repository and the OBI EE are
on a single machine, select
FILE. This prompts for a
directory (rootpath) and file
name. The UDML file will be
saved to that directory upon
deployment.
© 2008 Oracle Corporation – Proprietary and Confidential
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Creating a New Catalog Folder
Select the source objects for
the Catalog folder
© 2008 Oracle Corporation – Proprietary and Confidential
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Deriving the BI Metadata
(OBI EE)
Design Type
Derived OBISE Object
Deployed OBI SE Object
Collection
Catalog Folder
Catalog Folder
Dimension (star) +
Dimension Role to such
dimensions
Logical Table; Items; Joins;
Dimension Drill Path
Logical Table; Items; Joins;
Cube
Logical Table; Items; Joins
Logical Table; Items; Joins;
Presentation Table
Table, View, External
Table
Logical Table; Items; Joins
Logical Table; Items; Joins;
Presentation Table
© 2008 Oracle Corporation – Proprietary and Confidential
Dimension; Presentation Table
9
Deriving the BI Metadata
1
Right-click the module that
contains the objects and
select Derive.
2
Select the source objects for
derivation.
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Deriving the BI Metadata
3
4
Select the target catalog folder
to derive the metadata into.
Set the Rules for derivation.
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Deriving the BI Metadata
Dimensions derive into
Logical Tables and
Dimension Drill Paths nodes.
Cubes derive into Logical
tables.
© 2008 Oracle Corporation – Proprietary and Confidential
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Deploying the BI Module
View Script
A UDML file for each object
is generated. A master
SALES_EE.udml file is
generated in the root path
you specified while
creating the BI location.
© 2008 Oracle Corporation – Proprietary and Confidential
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Converting the UDML File for OBI EE
• The UDML file is converted into an RPD file and then
opened in the OBI EE Admin tool.
1. Convert the UDML file to an .rpd file by using the following command:
• <OBIEE_INSTALL>\OracleBI\server\Bin\nQUDMLExec -I
source.udml -O tgt.rpd
2. Move this .rpd file into the OBI EE repository directory by using the
following command:
• copy tgt.rpd
<OBIEE_INSTALL>\OracleBI\server\Repository
3. Configure the OBI EE initialization files. Edit
<OBIEE_INSTALL>\OracleBI\server\Config\NQSConfig.INI
to change the entry under [REPOSITORY]. This is required so that the
repository can be used in reporting tools such as Answers or
Dashboards.
© 2008 Oracle Corporation – Proprietary and Confidential
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Oracle BI Admin and Answers Tool
Open the .rpd file in the BI Admin tool. It shows the
Presentation, Business, and Physical layers.
Log in to Oracle BI
Answers tool and
create reports.
© 2008 Oracle Corporation – Proprietary and Confidential
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•OBIEE is a Business Intelligence (BI) tool set that will make
data mining and analysis possible. It’s a framework for
leveraging data for tactical and strategic use.
“Without data, we just went on opinion. There was no data to
back up instructional needs of kids. It takes what in education
was often driven by intuition into showing quantitative proof.”
“Data without analysis doesn’t teach you anything, and analysis
without action doesn’t change anything.”
Cindy Goldsworthy
Assistant Superintendent
Derry Township School District
•BI Administrator Tool
•Oracle Analysis
•Oracle Interactive Dashboards
•Oracle BI Publisher
•The administrator tool is used to manage the business logic,
physical connections, security, and how available data sources
are presented to the end users.
•These areas are all managed through a single file – RPD.
• Physical Layer
• Business Layer
• Presentation Layer
•Dashboards are the standard interface for the majority of users.
•It allows multiple reports to be displayed in a tabbed interface.
•The reports are interactive and can be clicked on to interact
with the data.
© 2008 Oracle Corporation – Proprietary and Confidential
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General Overview
• You can publish for Report ,document or other paper
based something.
• The system can simple analysis about company.
• Support for supply chain.
• Easily integration [3]
© 2008 Oracle Corporation – Proprietary and Confidential
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First looking[8]
© 2008 Oracle Corporation – Proprietary and Confidential
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Interactive Dashboard
• Why is this important?
• Answer
• Everything is not install and working ,We must see
that developing and understandable.
1.Great GUI support
2.Changing some item for each user
3.Ease of use for user[1]
© 2008 Oracle Corporation – Proprietary and Confidential
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•Makes the creation of high fidelity reports possible.
•BI Publisher templates can be designed using Word, Excel,
Adobe Acrobat.
• Share Reports
• Share Development Efforts
• Share Business Rules
• Administrative Efficiency
• Licensing Efficiency
• Hardware Efficiency
Oracle’s EPM Vision: Extend Operational
Excellence to Management Excellence
Competitive
Advantage
MANAGEMENT EXCELLENCE
OPERATIONAL EXCELLENCE
Time
© 2008 Oracle Corporation – Proprietary and Confidential
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Enabling Management Excellence
Traditional Performance Management
SMART
AGILE
ALIGNED
© 2008 Oracle Corporation – Proprietary and Confidential
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Oracle’s EPM System
EPM Workspace
Performance Management
Applications
BI Applications
Business Intelligence Foundation
Fusion Middleware
OLTP & ODS
Systems
Data Warehouse
Data Mart
© 2008 Oracle Corporation – Proprietary and Confidential
OLAP
SAP, Oracle, Siebel,
PeopleSoft, Custom
Excel
XML
Business
Process
27
What Gartner Is Saying
“The majority of customers are purchasing and
implementing BI and CPM as disparate point solutions,
which weaken their ability to achieve pervasive BI or to
link BI platform and CPM suites capabilities into an
integrated continuum to drive business transformation
from the strategic level to the process level”
Source: Employ a Coordinated Approach to BI and CPM, April 2007
© 2008 Oracle Corporation – Proprietary and Confidential
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Comprehensive BI Applications
EPM Workspace
Performance Management
Applications
BI APPLICATIONS
Sales
Service
Contact Center
Marketing
Procurement & Spend
Supply Chain & Order Mgmt
Finance
HR
Business Intelligence Foundation
Fusion Middleware
OLTP & ODS
Systems
Data Warehouse
Data Mart
© 2008 Oracle Corporation – Proprietary and Confidential
OLAP
SAP, Oracle, Siebel,
PeopleSoft, Custom
Excel
XML
Business
Process
29
Enabling the Insight-Driven Enterprise
1. Empower Everyone – Every person is provided with relevant,
complete and consistent information tailored to their function
and role.
2. Provide Real-time Intelligence – Deliver insight that predicts
the best next step, and deliver it in time to influence the
business outcome
3. Use Insight to Guide Actions – lead people to take action
based on facts to optimize decisions, actions and customer
interactions
Becoming an insight-driven enterprise will drive the next level of
value creation and competitive advantage for organizations.
© 2008 Oracle Corporation – Proprietary and Confidential
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Oracle BI Applications
Complete, Pre-built, Best Practice Analytics
Auto
Comms
& Media
Complex
Mfg
Consumer
Sector
Energy
Financial
Services
High
Tech
Insurance
& Health
Life
Sciences
Public
Sector
Travel
& Trans
Sales
Service &
Contact
Center
Marketing
Procurement
& Spend
Supply Chain
& Order
Management
Financials
Human
Resources
Pipeline
Analysis
Service
Effectiveness
Campaign
Effectiveness
Direct / Indirect
Spend
Revenue and
Backlog
General
Ledger
Employee
Productivity
Forecast
Accuracy
Customer
Satisfaction
Customer
Insight
Buyer
Productivity
Inventory
Accounts
Receivable
Compensation
Sales Team
Effectiveness
Resolution
Rates
Product
Propensity
Off Contract
Purchases
Fulfillment
Status
Accounts
Payable
Compliance
Reporting
Up-sell/
Cross-sell
Service Rep
Efficiency
Loyalty &
Attrition
Supplier
Performance
Customer
Status
Cash Flow
Workforce
Profile
Cycle Times
Service Cost
Market Basket
Analysis
Purchase
Cycle Time
Order
Cycle Time
Profitability
Retention
Analysis
Lead
Conversion
Churn &
Service Trends
Campaign
ROI
Employee
Expenses
BOM
Analysis
Expense
Management
Return on
Human Capital
and Other Operational
& Analytic Sources
Source adapters:
Oracle BI Suite Enterprise Edition Plus
© 2008 Oracle Corporation – Proprietary and Confidential
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Marketing Organizations Struggle to Use Data
and Intelligence to Increase Performance
KEY CHALLENGES
EXAMPLES
Lack of Campaign Insight
for Successful Lead
Generation
• Unable to link vehicle, target list, offer and message mix with
campaign success
• Lack of complete visibility into campaign effectiveness and
downstream sales conversion rates
• Limited understanding on campaign response rates
Limited Visibility into
Marketing Performance &
Accountability
• Unable to determine campaign ROI
• No means to assess segment penetration effectiveness and perform
cross sell analysis
• No knowledge of effectiveness of marketing funds in generating sales
Lack of Customer Insight
into Buying Behavior
• Lack of visibility into common customer-preferred product and service
bundles
• Inability to establish correlation between customer buying patterns
and behavioral attributes
Unable to Control and
Manage Marketing Spend
• Limited information to effectively control marketing expenses
• No means to know marketing cost distribution across customer
profiles
• Inability to make fact based resource allocations
© 2008 Oracle Corporation – Proprietary and Confidential
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Oracle Marketing Analytics Provides Insight
to Optimize Spending and Drive Demand
ANALYSIS & METRICS
BENEFITS
Marketing Planning
• Sales alignment
• Competitor pipeline
• Forecast & Actual
expenses by time
• Executive scorecard report
• Expense analysis by time
• Financial information on
marketing tactics
Marketing Performance
• Monitor campaign performance to take
timely corrective action to improve
efficiencies
Customer Insight (B2B)
• Make intelligent resource allocations
based on effectiveness of tactics
• Campaign scorecard
• Campaign trends
• Campaign pipeline
• Cross sell analysis
• Account revenue
• Revenue growth
• Account status
• # of new accounts
• Cumulative revenue trend
• Oppty revenue by product
• Demographics profile of
responders
• Market basket analysis
• Account attrition
• Next product purchased
• Over promoted customers
• Track expenses and reduce wasted spend
Customer Insight (B2C)
• Increase customer profitability with better
buyer behavior insight
Events
• Improve cross-selling
• Income/Age range
• Customer counts
• Top events ranking
• Event expenses
• Event scorecard
• # of customer interactions
• # of new contacts
• Contact attrition
• Events by region/type
• Events lead generation
• Opportunity revenue
© 2008 Oracle Corporation – Proprietary and Confidential
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Oracle Marketing Analytics
Complete solution for entire marketing organization
Marketing Planning
Provides Marketing Planning related information. The information is
organized for different roles like Marketing Executive, Director, Finance
Director. The dashboard also has a Sales Alignment page to allow Sales
and Marketing Executives to co-ordinate activities
Campaign Performance
Provides Campaign Results data by Offer,
Segment, Agent performance. Manager can
monitor a campaign scorecard and identify root
causes for shortfalls in meeting predicted goals
Customer Insight
Provides product affinity, market basket and next product purchased
analysis. Provides demographic information and information on
impact of customer behavior due to marketing activities.
Marketing Events Analytics
Provides Analytics related to management of trade
shows, customer events etc. Marketing Events
Analytics can show analysis of Event registrations,
expenses on supplies by vendor, region, event etc.,
Event ROI analysis that is fully integrated with
Marketing Planning Analytics.
© 2008 Oracle Corporation – Proprietary and Confidential
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Complementary BI Applications
Complete Solution for entire Campaign-to-Cash Process
Sales Analysis
• Analyze pipeline opportunities and forecasts to
determine actions required to meet sales targets.
• Determine which products and customer segments
generate the most revenue and how to effectively
cross-sell and up-sell.
• Understand which competitors are faced most often
and how to win against them.
Supply Chain & Order Management Analytics
• Provides insight into critical Order Management
business processes and key information, including
Orders, Order Fulfillment, Invoices, G/L Revenue,
sales effectiveness and customer scorecards.
• The delivered analysis of every step in the back-office
sales processes from Order to Cash, enables
companies to respond more quickly to customer issues
and resolve them before they become problems.
© 2008 Oracle Corporation – Proprietary and Confidential
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Complementary Oracle Application
Marketing Segmentation
• Highly Interactive Interface
• Drag and drop criteria definition and
grouping, across multiple customer levels
• Simplified query terminology (‘Start with’,
‘Keep’, ‘Add’, ‘Exclude’ customers)
• “Waterfall” style display of counts
• Sample counts for large data sets
• Personal and shared subject areas
• Fully Integrated on Analytics Platform
• Queries across many different stars and
subject areas, allowing complex queries
• Shields the marketer from underlying data
complexity and performance optimization
• Uses same meta data as reporting tools;
leverages all available calculations and
metrics, plus data mining models
• Enforcement of Global Rules
• Consistently apply governance rules (such
as profiling, privacy, contact frequency)
© 2008 Oracle Corporation – Proprietary and Confidential
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<Insert Picture Here>
Value of Prebuilt Oracle BI
Applications
© 2008 Oracle Corporation – Proprietary and Confidential
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Key Benefits of Oracle BI Applications
• Insight
• Alignment
 Gain visibility and insight into business
performance, processes, and customers
 Better decisions, actions, control at all levels
 Respond faster to opportunities and threats
 Identify and replicate best practices
• Leverage
© 2008 Oracle Corporation – Proprietary and Confidential
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Role-Based Best Practices Provide Relevant
and Actionable Insight for Everyone
Marketing Analytics – Key Objectives and Questions by Role
Optimizing Marketing Performance for Competitive Advantage
VP Marketing
/ CMO
•
•
How is the marketing budget being
consumed?
What areas / programs are trending to
go over budget?
•
•
How should I allocate the marketing
budget to generate the best results?
What areas historically have yielded
the best results?
Deeper Insights for Marketing Strategy
•
Marketing
Director
•
•
Which customers segments are
unprofitable and why?
What is our most profitable acquisition
method?
What trade shows generated a positive
ROI?
•
•
•
How can we increase revenue through
more effective a cross-sell/up-selling?
What can we do to increase customer
satisfaction and loyalty?
What types of promotions deliver the
most revenue lift?
Better Manage Acquisition & Campaign Performance
MARCOM
/ DM Manager
•
•
Do purchased lists perform better than
our house list and why?
Is the sales organization picking up the
Leads in a timely manner?
© 2008 Oracle Corporation – Proprietary and Confidential
•
•
Which marketing campaigns generated
the most qualified leads?
Which programs / campaigns yield the
highest take rate?
39
Marketing Process Relationship Map
Core
Processes
Marketing
Campaign
Management
Sales
Sales Execution
Management
Processes
Planning &
Budgeting
Support
Processes
Event Management
Needs
Analysis
© 2008 Oracle Corporation – Proprietary and Confidential
40
Example Response and Lead Management Process
Marketing
Plan,
budget
Execute
campaigns
Nurture
prospects
Track,
measure
results
Marketing/Sales
Operations
Capture,
load
responses
Sales Development
Call Center
Cleanse,
enrich,
score
responses
Assign
leads
Assign
oppty,
notify rep
Qualify
leads,
create
opptys
Field Sales and
Channel Sales
Set
objectives,
define
“lead”
© 2008 Oracle Corporation – Proprietary and Confidential
Accept or
reject
opptys
Work
opptys
41
End-to-End Campaign to Cash Flow
Key Questions Business Process
Quality Information Is Needed During All Stages
Plan
Design
Target
How do I set
some realistic
goals for this
campaign?
What should
campaign flow
look like? Any
related events?
Who is target
audience?
How much
shall I spend?
How to allocate
the budget?
Which Product
offer and
through which
channel?
Who are more
likely to
respond?
How to
segment them?
Launch
When should
the campaign
be launched?
Shall I launch it
in waves?
Track
Are the
responses,
leads,
opportunities,
orders etc.
matching the
plan?
Analyze
How was
campaign
performance?
How much did
I spend?
What is the
revenue? ROI?
Maximizing Campaign Effectiveness Will Enable
High Return on Marketing Investment and Drive Sales Revenues
© 2008 Oracle Corporation – Proprietary and Confidential
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Campaign to Cash Flow Example Decision Flow
Marketing Executive Role
Business
Objective
Marketing Planning &
Execution
Are we on target
to meet our goals?
What campaigns are
under / over performing?
Gain
Insights
Are we generating quality
leads from these
campaigns?
How are these leads
converting to orders
Take
Action
Drill to Campaign
to modify
© 2008 Oracle Corporation – Proprietary and Confidential
43
Campaign to Cash Flow Example, MARCOM Manager
Plan
Business
Objective
Design
Target
Launch
Track
Analyze
Set campaign goals
What is historical
campaign
performance for
similar tactics?
Gain
Insights
What was the plan for
those campaigns? Was
the actual in line with
the goal for various
measures?
Take
Action
© 2008 Oracle Corporation – Proprietary and Confidential
Did they get anticipated
response? How was the
lead generation? How
many orders? How was
the revenue?
What was the plan
on spending ? Did
the expense stay
within planned
budget ?
Are there any patterns
with large variance?
Analyze variance by
Time, Region,
Organization etc.
Plan the
campaign with
these data points
44
Campaign to Cash Flow Example, MARCOM Manager
Plan
Business
Objective
Design
Take
Action
Launch
Track
Analyze
Design the Campaign
/ program
Analyze similar
campaigns /
programs which
provided strong ROI
Gain
Insights
Target
If the campaign flow
was phased, would it
be more effective?
When is best time to
launch marketing
events?
How was the
response rate in the
past for similar
product launch /
offers?
For this product and
target, which channel
works best?
What is inferred
leads generated?
Design the flow
© 2008 Oracle Corporation – Proprietary and Confidential
Build program flow
45
Campaign to Cash Flow Example, MARCOM Manager
Plan
Business
Objective
Gain
Insights
Take
Action
Design
Target
Identify the target
audience
Identify similar
tactics. Which
customers did I
target in those
campaigns?
Conduct
campaign history
analysis to
identify potential
contact lists
© 2008 Oracle Corporation – Proprietary and Confidential
Launch
Track
What is purchasing
behavior of those
potential targets?
Have they been
contacted through
other campaigns
in the recent past?
What is the
demographic profile
of those customers /
prospects?
Exclude people from
the list based on the
contact frequency
and their preferences
Identify target market
segments using past
purchase behavior
and likelihood of
responding
Finalize the target
Analyze
46
Campaign to Cash Flow Example, MARCOM Manager
Plan
Business
Objective
Design
Take
Action
Launch
Track
Analyze
Start campaign
When is last
campaign
completing?
Gain
Insights
Target
Are there other
ongoing
campaigns?
Are all channels
capable of
handling
increased volume
of interactions?
© 2008 Oracle Corporation – Proprietary and Confidential
Have all treatment
/ media been
approved?
Have response
assignments rules
been prepared?
Execute launch of
campaign across
all channels
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Campaign to Cash Flow Example, MARCOM Manager
Plan
Business
Objective
Design
Track campaign /
program results
Are the actual in
line with the goal
for each metric?
Gain
Insights
Take
Action
How was the
campaign response?
What are the number
of bounced
interactions?
Review response
accuracy
© 2008 Oracle Corporation – Proprietary and Confidential
Target
Launch
Track
Analyze
Is the marketing
generating enough
quality leads for the
sales force?
Is the sales force
converting those
leads to
opportunities in a
timely manner ?
Are these
Opportunities
leading to Quotes ?
What is Actual
Order Revenue
from the
campaigns?
Review response to
lead to order
conversion rates and
cycle times
48
Campaign to Cash Flow Example, MARCOM Manager
Plan
Business
Objective
Design
Analyze campaign
execution
Did marketing
message get
successfully
delivered?
Gain
Insights
Take
Action
Target
Launch
Track
Analyze campaign
performance
Have we updated
contact
information based
on success/failure
of delivery?
What is response
rate? Which
channel generated
more responses?
What percentage of
the people I
contacted
responded ?
How quick was
response
qualification?
What is lead
generation rate?
Analyze leads by
geography, marketing
source, time etc.
Campaign delivery
metrics
Review campaign
execution cycle
times
Campaign
response and lead
metrics
© 2008 Oracle Corporation – Proprietary and Confidential
Analyze
What is the actual
expense and cost
involved?
How is the ROI ?
How does it
compare against
other campaigns ?
Develop Campaign
ROI Analysis
49
Key Benefits of Oracle BI Applications
• Insight
• Alignment
 Gain a single, consistent view of enterprise
information across functions & data sources
 Align strategy and execution across functions
 Use guided analytics and best practice analytic
workflows to drive the best actions
• Leverage
© 2008 Oracle Corporation – Proprietary and Confidential
50
Typical Operational Challenges
Analyses, Reports
Executives
Sales
Marketing
Operations
Sales
Data
Marketing
Data
Operations Operations
Data 1
Data N
IT
Finance
Data 1
Finance
Data N
Data
Warehouse
• Delayed, inaccurate reporting
• Conflicting, departmentally-biased results
© 2008 Oracle Corporation – Proprietary and Confidential
Finance
• Cross-functional analysis only by IT
• Sub-optimal enterprise performance
51
Procurement
Operations
Finance
HR/Workforce
Customers
Marketing
Sales
Customers
Service
Customers
Distribution
Valuable Insights Often Require Data from
Multiple Departments and Sources
Suppliers
Suppliers
Suppliers
How does lead quality affect conversion rates, pipeline build up
and revenue ?
How does sales performance of sales reps relate to their tenure
in the team/organization?
Does on- time shipment relate positively to repeat purchases?
© 2008 Oracle Corporation – Proprietary and Confidential
52
Maximizing Customer Value
Key Objectives in Sales, Marketing, Customer Service
FRONT OFFICE
BACK OFFICE
• Primary role: identify, acquire & support
customers
• Key objective: grow revenues and
profit by maximizing customer value
• Primary functions: Sales, Marketing,
Service, Contact Center
• Primary role: buy, make, and deliver
products, support the workforce, and
manage finances
• Key objective: maximize operational
efficiency, quality & accuracy while
controlling costs
• Primary functions: Finance, HR, Supply
Chain Operations, Procurement, Order
Management
Customers
Front Office
© 2008 Oracle Corporation – Proprietary and Confidential
Back Office
Suppliers
53
Typical Business Challenges
SALES
MARKETING
• How are actual sales tracking against forecast and plan by region?
• What are the best products to cross and up-sell?
• Why are sales opportunities being lost?
• Which campaign tactics are most effective?
• Which offers are succeeding with different customer segments?
• What is the product mix compared to plan?
CONTACT
CENTER
• What are average handle times and abandonment rates?
• Which are the most productive and efficient CSR’s and why?
• What are the best cross-sell and up-sell offers for each segment?
SERVICE
• How do I reduce costs while maintaining high customer satisfaction?
• What are quality levels and component failure rates by product?
• How long is it taking to resolve new service requests?
© 2008 Oracle Corporation – Proprietary and Confidential
54
Deeper Insight within Business
Functions
SALES ANALYTICS
CONTACT CENTER ANALYTICS
•
•
•
•
•
•
•
•
Improve pipeline visibility
Forecast with confidence
Increase cross & up-selling
Quickly spot opportunities/threats
Understand service cost drivers
Optimize staffing for call volumes
Monitor CSR performance & drivers
Detect defects early
MARKETING ANALYTICS
SERVICE ANALYTICS
• Identify high potential segments
• Maximize return on marketing spend
• Track campaign results & impact
• Improve customer service
• Drive efficiency, lower costs
• Provide single view of customer
© 2008 Oracle Corporation – Proprietary and Confidential
55
Alignment across Functions
SALES ANALYTICS
• Improve lead follow-up and
conversion
• Understand campaign
impact on revenue
• Improve customer product
and service offerings
MARKETING ANALYTICS
© 2008 Oracle Corporation – Proprietary and Confidential
• Best align switch
workflows to increase
customer satisfaction
• Convert inbound service
calls to sales
Understand customer
profitability and tailor
customer experience
• Devise marketing
programs to deflect
product availability or
quality issues
• Understand how
marketing promotions
impact service centers
CONTACT CENTER ANALYTICS
• Monitor and manage service
channel usage/mix
• Understand compliance of
call handling to SLA’s
• Monitor customer
satisfaction vs. service cost
SERVICE ANALYTICS
56
Alignment across the Enterprise
Front Office
Sales
Analytics
Marketing
Analytics
Contact Center
Analytics
Service
Analytics
Back Office
• Impact of product mix and discounts
on revenue and margins
• Correlation between training &
compensation and worker productivity
• Visibility into supply chain enabling
delivery of the perfect order
• Complete visibility across value chain
to better manage supply and demand
fluctuations
© 2008 Oracle Corporation – Proprietary and Confidential
Financial
Analytics
HR
Analytics
Supply Chain
& Order Mgmt
Analytics
Procurement &
Spend Analytics
57
Oracle BI Applications Provide a Single
Integrated View of Enterprise Information
INTEGRATED DATA
WAREHOUSE
• Integrated enterprise-wide intelligence
• Summary level to lowest level of detail
• Data warehousing best practices –
conformed dimensions, lowest level of
granularity, full change histories for time
comparisons, built for speed, extensible
DATA INTEGRATION FROM
MULTIPLE SOURCES
• Call center telephony (IVR, ACD, CTI)
• Syndicated data
• Universal Adapters
© 2008 Oracle Corporation – Proprietary and Confidential
58
Key Benefits of Oracle BI Applications
• Insight
• Alignment
• Leverage
© 2008 Oracle Corporation – Proprietary and Confidential
 Do more with less - deploy BI more broadly
with fewer IT resources than custom-build
 Accelerate time-to-value, lower TCO and risk
 Increase the value of existing data and
applications, including CRM and ERP
59
Building BI Solutions is Challenging
Investment, Skills and Time Required
Develop detailed understanding of operational data sources
Design a data warehouse by subject area
License an ETL tool to move data from operational systems
to this DW
Build ETL programs for every data source
License interactive user access tools
Research/understand analytic needs of each user community
These steps require
multiple different BI
and DW technology
INVESTMENTS
These steps require IT
or BI staff resources
with specialized
SKILLS
Build analytics for each audience
License/create information delivery tools
Set up user security & visibility rules
Perform QA & performance testing
Manage on-going changes/upgrades
© 2008 Oracle Corporation – Proprietary and Confidential
These steps take TIME
to understand and
perfect as knowledge
of best practices is
learned
60
Marketing Analytics Components
1 Pre-built warehouse with 15 star-schemas
designed for analysis and reporting on
Marketing data
3 Pre-mapped metadata defining real-time
access to analytical and operational sources,
best practice calculations, and metrics for
marketing.
 Presentation Layer
 Logical Business Model
 Physical Sources
2 Pre-built ETL to extract data from over 1,000
4 A “best practice” library of over 500 pre-built
operational tables and load it into the DW,
sourced from CRM systems and other
sources
metrics, Intelligence Dashboards, Reports
and alerts for marketing analyst, managers
and executives.
© 2008 Oracle Corporation – Proprietary and Confidential
61
More than just dashboards and reports
Value of BI Apps lies under the surface
DASHBOARDS&
REPORTS
• Prebuilt best
practice library
• “One size does
NOT fit all”
SUBJECT AREAS
• Many metrics and dimensional
attributes not surfaced by prebuilt
dashboards and reports
• Possibilities are endless
• Incremental work to build tons
more content from this foundation
© 2008 Oracle Corporation – Proprietary and Confidential
62
Unrivaled Integration with Oracle Apps
Extends BI Value. Lowers TCO.
ACTION LINKS – “INSIGHT TO ACTION”
INTEGRATED SECURITY
Seamless navigation from analytical information
to transactional detail
One login. Right content for each user.
Data
Security
Object
Security
INTEGRATED WITH PLANNING AND EPMS
INTEGRATED WORKFLOW
Intelligence-driven business processes
BPEL, ESB
User
Security
View performance “in-context” with budgets
and plans
Oracle BI
© 2008 Oracle Corporation – Proprietary and Confidential
63
Unrivaled Integration with Oracle Apps
Deeply Integrated into Siebel CRM
• Single user interface - essential for driving user adoption
• Action Links - direct navigation from record to
transactional while maintaining context
• Take action immediately without navigating to a different
screen
© 2008 Oracle Corporation – Proprietary and Confidential
64
Unrivaled Integration with Oracle Apps
Deeply Integrated into Siebel CRM
• Integrated Data Security Visibility
• One login. Right content for each user based on
• Position
• Owner
• Organization
Data
Security
© 2008 Oracle Corporation – Proprietary and Confidential
65
Align Actions with Best Practices
Guided & Conditional Navigation Helps Novice Users
GUIDED NAVIGATION
• Enables users to quickly navigate a standard path of analytical
discovery specific to their function and role
• Enhances usability and lowers learning curve for new users
CONDITIONAL NAVIGATION
• Appears only when conditions are met and alerts users to
potential out of ordinary conditions that require attention
• Guides users to next logical step of analytical discovery
© 2008 Oracle Corporation – Proprietary and Confidential
66
Speeds Time To Value and Lowers TCO
Build from Scratch
with Traditional BI Tools
Oracle BI Applications
Training / Roll-out
Results
Define Metrics
& Dashboards
•
•
•
Faster time to value
Lower TCO
Assured business value
DW Design
Training / Rollout
Back-end
ETL and
Mapping
Define Metrics
& Dashboards
DW Design
Back-end
ETL and
Mapping
Months or Years
Easy to use, easy to adapt
Role-based dashboards and
thousands of pre-defined metrics
Prebuilt DW design, adapts to your
EDW
Prebuilt Business Adapters for
Oracle, PeopleSoft, Siebel, SAP,
others
Weeks or Months
Source: Patricia Seybold Research, Gartner, Merrill Lynch, Oracle Analysis
© 2008 Oracle Corporation – Proprietary and Confidential
67
Typical Effort & Customization balance
Dashboards & Reports
OBIEE Metadata
DW Schema
ETL
Degree of
Customization
© 2008 Oracle Corporation – Proprietary and Confidential
Easy
Moderate
Intermediate
Involved
Additional dashboards and
reports, guided and conditional
navigations, iBots, etc.
Additional derived metrics,
custom drill paths, exposing
extensions in physical, logical and
presentation layer, etc.
Extension of DW Schema for
extension columns, additional
tables, external sources,
aggregates, indices, etc.
Extension of ETL for
extension columns,
descriptive flexfields,
additional tables, external
sources, etc.
Level of
Effort
68
The Value is Below the Surface
Oracle BI Applications
• Dashboards
• Pre-built ETL across multiple
applications and sources
• Pre-mapped metadata
• Pre-built metrics
• Pre-built data model
© 2008 Oracle Corporation – Proprietary and Confidential
69
BI Applications - Business Content
Over 5,000 pre-defined assets
Application
Dashboards
Dashboard
Pages
Reports
Metrics
14
33
620
555
Marketing
5
27
124
501
Service
8
15
102
465
Contact Center
5
17
72
448
Finance
4
30
205
360
HR
4
16
76
138
Supply Chain
& Order Mgmt.
2
18
157
388
Procurement
& Spend
2
14
103
161
All Industry
Apps
44
147
1117
508
Total
88
317
2576
3524
Sales
© 2008 Oracle Corporation – Proprietary and Confidential
70
Selected Key Entities of Business Analytics
Warehouse
Sales
 Opportunities
 Quotes
 Pipeline
Order Management






Sales Order Lines
Sales Schedule Lines
Bookings
Pick Lines
Billings
Backlogs
Marketing
 Campaigns
 Responses
 Marketing Costs
Supply Chain





Purchase Order Lines
Purchase Requisition Lines
Purchase Order Receipts
Inventory Balance
Inventory Transactions
Finance




Receivables
Payables
General Ledger
COGS
Call Center





ACD Events
Rep Activities
Contact-Rep Snapshot
Targets and Benchmark
IVR Navigation History
Service
 Service Requests
 Activities
 Agreements
Workforce
 Compensation
 Employee Profile
 Employee Events
Pharma
 Prescriptions
 Syndicated Market Data
Financials
 Financial Assets
 Insurance Claims
Public Sector




© 2008 Oracle Corporation – Proprietary and Confidential
Benefits
Cases
Incidents
Leads
Conformed Dimensions















Customer
Products
Suppliers
Internal Organizations
Customer Locations
Customer Contacts
GL Accounts
Employee
Sales Reps
Service Reps
Partners
Campaign
Offers
Cost Centers
Profit Centers
Modular DW Data Warehouse Data
Model includes:
~350 Fact Tables
~550 Dimension Tables
~3,500 prebuilt Metrics
(2,000+ are derived metrics)
~15,000 Data Elements
71
Rapid Deployments
Oracle BI Applications
6 weeks
9 weeks
10 weeks
12 weeks
3 months
3½ months
100 days
© 2008 Oracle Corporation – Proprietary and Confidential
72
Business Intelligence Customers
Select References
Communications
Automotive
Finance / Banking
Consumer Goods
High Tech
Media / Energy
Aero / Industrial
Insurance / Health
Life Sciences
Other
© 2008 Oracle Corporation – Proprietary and Confidential
73
Holistic View of Customer Information Enables
Alignment of Marketing and Service
World’s leading manufacturer and marketer of major home
appliances. Deployed Oracle BI Suite EE and Oracle Marketing
Analytics integrated with Siebel CRM Call Center Application.
Before
After
 No centralized customer view
 Multiple siloed customer data sources
hampered marketing abilities
 Slow time-to-market with marketing
campaigns despite millions spend on
outside vendors
 Call center unable to effectively use
customer data to enhance service or
capitalize on sales opportunities
 Companywide, holistic view of information
by customer, household and asset
 Consolidated 3 customer databases into 1
 Accelerated marketing campaign
introductions to capitalize on trends
 Provided call centers with information and
tools to up-sell customers and establish
“closed loop” marketing capabilities
“With Oracle, Whirlpool business units are capitalizing on the integration between our
business intelligence, call center, and marketing solutions to drive revenue creation
and customer loyalty incentives.” - Thomas Mender, Whirlpool Corporation
© 2008 Oracle Corporation – Proprietary and Confidential
74
Optimize CRM Processes and Performance
1,250 Users, 400 Reports, 3 Months, 1 IT Admin
Pitney Bowes is the world’s largest producer of postage
meters. Implemented Oracle BI Applications (Sales, Service,
and Marketing Analytics) to over 1,250 employees.
Before
After
 Poor measurement of employee
performance in sales and service
 Lack of customer insight - no
consistent, real-time view
 Slow “Customer Inquiry Response
Time”
 No single source of customer data
for segmentation
 High reliance on IT for information
 “Turned the tides” in sales force with




better insight into performance
Enhanced sales productivity with 360o
view of customer relationship
Increased customer responsiveness,
leading to greater satisfaction / retention
Unified customer data for better
marketing segmentation and targeting
Customer-facing employees empowered
with the information they need
“One of the most important values of Oracle’s BI solution is its TCO. We created 400
reports used by 1,250 users with a staff of one within a few months—that is very
cost effective.” – William Duffy, Data Warehousing Project Manager
© 2008 Oracle Corporation – Proprietary and Confidential
75
Safe Harbor Statement
The preceding is intended to outline our general
product direction. It is intended for information
purposes only, and may not be incorporated into any
contract. It is not a commitment to deliver any
material, code, or functionality, and should not be
relied upon in making purchasing decisions.
The development, release, and timing of any
features or functionality described for Oracle’s
products remains at the sole discretion of Oracle.
© 2008 Oracle Corporation – Proprietary and Confidential
76
Some Terms
• OBI EE: Oracle Business Intelligence Enterprise Edition
• This is the “strategic” BI Platform for Oracle that was inherited from the
Siebel acquisition.
• OBI SE: Oracle Business Intelligence Standard Edition
• This is the new packaging of Oracle Discoverer & other legacy Oracle BI
technologies.
• Pre-Packaged Oracle BI Applications
• BI application solutions for EBS, PSFT, JDE, SEBL, and SAP, that
generally include pre-built ETL, DW, Metrics, Reports & Dashboards.
• These solutions are:
• DBI: Daily Business Intelligence
• EPM: Enterprise Performance Management BI Applications
• Packaged, subject-specific warehouses and data marts
• OBI Applications: Business Intelligence Applications (from Siebel)
© 2008 Oracle Corporation – Proprietary and Confidential
77
Oracle Business Intelligence Applications
Pre-Siebel Acquisition – Oracle Offerings
User
Interface
(Performance
Management
Viewer)
(Business
Objects,
Cognos, etc)
EBS
HCM Warehouse
Data
Sources
Financial Warehouse
DBI Apps
SCM Warehouse
Financials DBI
Supply Chain DBI
3rd-Party
HCM DBI…
BI
Platform
DBI UI
EPM BI Apps
JDE
Other
PSFT
Oracle DBI
© 2008 Oracle Corporation – Proprietary and Confidential
PeopleSoft EPM
78
Oracle Business Intelligence Applications
Pre-Siebel Acquisition – Siebel Offerings
SBA UI
Financial Analytics
Workforce Analytics…
BI
Platform
Supply Chain Analytics
(Dashboards,
Answers, Alerts)
User
Interface
SBA Apps
Data
Sources
JDE
Other
EBS
SAP
PSFT
SEBL
Siebel Business Analytics
© 2008 Oracle Corporation – Proprietary and Confidential
79
Oracle Business Intelligence Applications
Oracle Offerings Today
User
Interface
EPM BI Apps
Financial Analytics
Siebel SBA
Renamed to:
Oracle Business
Intelligence
Enterprise Edition
(OBI EE)
HCM Warehouse
Financial Warehouse
Data
Sources
SCM Warehouse…
Financials DBI
DBI Apps
(Dashboards,
Answers, Alerts)
Supply Chain Analytics
(Business
Objects,
Cognos, etc)
OBI EE
Workforce Analytics…
(Performance
Management
Viewer)
Supply Chain DBI
3rd-Party UI
HCM DBI…
BI
Platform
DBI UI
SBA Apps
JDE
EBS
JDE
Other
PSFT
Oracle DBI
© 2008 Oracle Corporation – Proprietary and Confidential
PeopleSoft EPM
Other
EBS
SAP
PSFT
SEBL
Siebel Business Analytics
80
Oracle Business Intelligence Applications
‘Better Together’ Offerings – By End FY2007
DBI UI
(Performance
OBI
EE
Management
3rd-Party
(Business
OBI
EE
Objects,
(Dashboards,
Cognos, etc)
OBI EE
Financial Analytics
EPM BI Apps
Supply Chain Analytics
Data
Sources
Workforce Analytics…
DBI Apps
(Dashboards,
Answers, Alerts)
HCM Warehouse
CY200
6
Delive
ry
Financial Warehouse
Financials DBI
Supply Chain DBI
HCM DBI…
BI
Platform
SCM Warehouse …
Viewer)
(Dashboards,
Answers, Alerts)“OBIAnswers, Alerts)
EE” as
the
new UI
User
Interface
SBA Apps
JDE
EBS
JDE
Other
PSFT
Oracle DBI
© 2008 Oracle Corporation – Proprietary and Confidential
PeopleSoft EPM
Other
EBS
SAP
PSFT
SEBL
Siebel Business Analytics
81
OBI Myths
• Myth: Oracle’s BI Technology Strategy is still being debated
• Truth: OBI EE technology is the centerpiece of Oracle’s BI Strategy.
• Myth: Oracle’s EPM/DBI strategy is going away
• Truth: OBI EE is the Business Intelligence platform on which the pre-built Siebel BI Applications are
built, and OBI EE is also the new Business Intelligence platform for EPM & DBI. This gives us the
ability to offer our customers the “BI application” solution that best meets their needs.
• Myth: The Siebel BI Applications are for Siebel CRM only
• Truth: These applications are ready to go today for Oracle EBS, PeopleSoft, and SAP, with JDE
coming this fiscal year.
• Myth: Oracle is going to buy Business Objects (or some other BI vendor…)
• Truth: Who knows? A BOBJ (or other) purchase will always be on the radar. But such a purchase
has nothing to do with product strategy – OBI EE is the strategic technology choice.
• Myth: TSMs sell OBI EE; ASMs sell OBI Applications; BI sells both
• Truth: We sell what best fits the customer’s needs. Pre-built BI Apps are a major differentiator,
whether it’s EPM, DBI, or SBA. Application deals are 3-4x larger than pure Technology deals.
• Message to TSM’s: Would you rather get 100% of a 200K deal, or 50% of a 800K deal (our average
sales prices over the past 5 years).
© 2008 Oracle Corporation – Proprietary and Confidential
82
BI Challenges Today
…not easy to achieve!
•
•
•
•
•
Fragmented
In-consistent
Report-centric
Restricted
Non-Intuitive
Hasn’t the promise of BI
been there for the past
decade?
© 2008 Oracle Corporation – Proprietary and Confidential
83
The Business Intelligence Marketplace
$12B
Market Size
$10B
$8B
$6B
$4B
$2B
0
100
80
60
$7.5B
$3.7
B
$3.8
B
2003
59 Million
CRM
20
$11.1B
$6.2
B
BI Applications
BI Tools
$4.0
B
2004
2005E
BI
Tools
$4.7
B
$4.5
B
$4.2
B
2006E
2007E
$4.9
B
Source: IDC, 2004
2008E
80%
Current % User Penetration
70%
60%
50%
SCM
40
$5.6
B
$5.1
B
$4.6
B
$4.1
B
98 Million
Estimated
User Potential
$9.6B
$8.8B
$8.1B
$10.3B
40%
BI
Apps
ERP
0
30%
51%
20%
33%
10%
0
2010 Seat Estimates
© 2008 Oracle Corporation – Proprietary and Confidential
66%
Sources: Goldman Sachs Estimates & Department of Labor
ERP
SCM
CRM
30%
BI
Tools
10%
BI 84
Apps
Insight-Driven Business Processes
“Business intelligence (BI) is moving into the
context of the business process, not just to
make users’ information experience more
effective, but also to allow for business process
optimization.”
Software Macro-Trends: Reshaping Enterprise Software - Sep 2005
© 2008 Oracle Corporation – Proprietary and Confidential
85
Oracle History in the Market
• 80-85% of COGN, BOBJ & HYSL’s revenue come
from selling their “Tools” on top of an Oracle DW.
• SAP sells SAP/BW with every deal – it looks and feels
like a clean, integrated story (even if it’s not true).
• At Oracle, in Commercial for FY06:
• ~18M in total revenue for CPM/EPM
• Avg deal size ~$64K
• 3rd Largest EPM Deal in Q4: 700K for EPM/Scorecard
• And yet $1.4M went to BOBJ for the BI piece
• Oracle dominates in the DW market share, but is
largely not visible in the BI tools market…not yet at
least.
© 2008 Oracle Corporation – Proprietary and Confidential
86
Siebel Business Analytics History
• In November 2001, Siebel bought nQuire Software – 55
employees, not much revenue, revolutionary BI Platform
that is now OBI EE.
• In FY2005, 27% of Siebel’s Revenue came from Siebel
Business Analytics – both technology & applications.
• There are now over 800 SBA (OBI EE) customers
• 20% ONLY use the BI Technology (OBI EE ONLY)
• 5% ONLY use restricted “application-only” version of OBI EE
• 75% use BOTH the pre-packaged BI applications and the BI
Technology for custom-built BI applications on existing data
warehouses & other sources
© 2008 Oracle Corporation – Proprietary and Confidential
87
Siebel Business Analytics History
Market Leader in Analytic Applications
for Sales, Service, and Marketing
Fastest Growing in BI Market
110
Rank
1
2
3
Vendor
Siebel
Systems
SAS Institute
NetIQ
% Share
15.4%
12.7%
6.0%
100
90
80
70
4
Epiphany
5.8%
60
5
SAP AG
4.1%
50
6
SPSS
3.6%
40
7
Fair Isaac
3.5%
30
8
Business Objects 3.1%
9
Coremetrics
10
NCR Teradata
2.1%
1.9%
Sources: IDC Vendor Rankings, Worldwide Customer Analytics Applications (2003), July 2004
© 2008 Oracle Corporation – Proprietary and Confidential
20
10
0
2003
2004
Siebel BI License Rev (U.S. $ Millions)
2005 Revenue $120.3M
88
Oracle & Siebel in the BI “Tools” Marketplace
GARTNER COMMENTS ON
THE SBA BI Platform
 “Unlike other mega software
vendors, Siebel's BI platform is
application source independent
and is, arguably, the best front
end to a Teradata data
warehouse.”
 “Siebel Business Analytics is one
of the more innovative and
comprehensive sets of
BI Platform acquired from functionality among the BI
nQuire Software in Nov
platform vendors, including some
2001
advanced analysis and datamining functionality and
packaged industry-specific
analytical applications.”
© 2008 Oracle Corporation – Proprietary and Confidential
89
Siebel Business Analytics History
Aerospace & Defense
5 of the top 6
Commercial Banks
4 of the top 5
Pharmaceutical
8 of the top 9
Computer Office Equip
6 of the top 9
Diversified Financials
3 of the top 4
Railroad
3 of the top 4
Medical Products & Equip 3 of the top 6
© 2008 Oracle Corporation – Proprietary and Confidential
Telecommunications
5 of the top 6
Securities
3 of the top 6
Network & Comms Equip
2 of the top 4
Life & Health Insurance
3 of the top 5
90
So, the Opportunity for Us
• Get in front of Cognos, Business Objects & Hyperion
opportunities
• Become #1 in the Business Intelligence marketplace
in the next 18 months.
• Expose SAP’s “black box” BI Applications story
• The way we do it is by selling packaged BI
Applications, built on the new Oracle BI Platform
(SBA), for PeopleSoft, EBS, Siebel, & JDE
customers.
© 2008 Oracle Corporation – Proprietary and Confidential
91
Procurement
Operations
Finance
HR / Workforce
Customers
Marketing
Sales
Customers
Service
Customers
Distribution
BI Applications are Almost Always
Heterogeneous
Suppliers
Suppliers
Suppliers
In a Call Center, how does agent tenure, training, &
compensation affect productivity & cross-selling?
What impact does supplier performance have on customer
satisfaction and revenue consistency?
How do my campaigns impact call-handle time & cost to serve?
© 2008 Oracle Corporation – Proprietary and Confidential
92
Oracle BI Tools & Packaged BI Applications
Front Line
Employees
Partners
Sales
Analytics
Interactive
Dashboards
Service
Analytics
Marketing
Analytics
Proactive
Detection
& Alerts
Ad-Hoc
Analytics
Managers
Supply
Chain
Analytics
Intelligent
Customer
Interaction
Senior
Executives
Finance
Analytics
Workforce
Analytics
Mobile
Analytics
Predictive
Analytics
PreBuilt Enterprise Business Model
Oracle Enterprise Business Intelligence Platform
Enterprise Data
Warehouse
(EPM and/or SBA)
ETL & Business
Adapters
Sales &
Mktg
Fin/HR
Service
SCM
Operational Systems
© 2008 Oracle Corporation – Proprietary and Confidential
IVR
Web Help Desk
Customer Interaction
Systems
Existing Data
Warehouse &
Data Mart
Sources
Oracle Business Intelligence
Applications
• Comprehensive suite of
prebuilt analytic applications
• For Siebel, SAP, PeopleSoft,
Oracle, and other sources
• Based on industry and
analytic best practices
• Enable rapid deployment, low
TCO, & assured business
value
Oracle Enterprise Business
Intelligence Platform (EE)
• Next-generation, scalable
enterprise BI platform
• Relevant and actionable
insight for all users
• Complete, real-time
intelligence across enterprise
sources
• One common, fully-integrated
modern web architecture
93
Benefit from BI Applications while
maintaining single BI architecture
Build from Scratch
with Traditional BI Tools
BI Applications
Training &
Roll-out
Define Metrics
& Dashboards
 Faster deployment
 Lower TCO
 Assured business value
DW Design
Back-end
ETL and
Mapping
Training & Rollout
Specific Metrics
& Dashboards
DW Design Mod
Pre-built ETL
Tailoring
Quarters or Years
© 2008 Oracle Corporation – Proprietary and Confidential
Role-based dashboards and alerts
Thousands of pre-defined metrics
Prebuilt DW design
Adaptable to your enterprise DW
Prebuilt ETL Business Adapters for
Oracle, SAP, others
Weeks or months
94
Leverage Prebuilt Oracle BI Applications
Proven Rapid Time To Value
Deployed to 800 users in under 90 days
Finance, Service & Sales Analytics (SAP/SEBL)
Live in 120 days
Sales Analytics (SEBL)
Deployed to 100+ users in 3 months
Finance Analytics (Oracle EBS)
4 months from decision to live for 1200 users
Pharma Analytics (SEBL)
“
Live in 100 days, 9000+ users
Finance, Sales, Help Desk and Marketing Analytics
(MSFT, SEBL)
”
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.
© 2008 Oracle Corporation – Proprietary and Confidential
95
Dedicated Sales Force for NA
Adam Driver
SC Director
N. America BI
Susan Cook
GVP Sales
N. America BI
David Novak Duane Cologne
Channels John Duda
Sales VP
Sales VP
Oracle Direct SC Manager
Commercial
NASA & PS Sales Strategy
Commercial BI
ERP/CRM/Tech ERP/CRM/Tech
47 BI Sales Reps, 3 Channels, 15 OD, 2 Strategy/Comp Intell
© 2008 Oracle Corporation – Proprietary and Confidential
Scott Hilner
SC Manager
NASA & PS
ROI
Enablement
44 BI Sales Consultants
96
Where’s the Gold: Scenario 1
Oracle Apps, Custom DW, Incumbent BI
Characteristics
Oracle Apps Customer
Custom Data Warehouse
Some other BI tool on top
Likely Issues
Solution
• Poor user adoption of operational applications
• Integrated OBI apps drive adoption of EBS because
and incumbent BI tools (which are separate UI’s)
the users get informational value from using EBS
• Not getting answers to key business questions;
• OBI Apps likely deliver these answers and make it
not exploiting the information in EBS
much easier to answer new questions
• Looking to upgrade the 3rd party BI tool = $$$
• It will likely cost the same or less to move to a more
license costs and it’s a re-deployment
complete total solution with the OBI Apps
• Looking to upgrade EBS, may need to make
• This is painful. OBI Apps are clearly the lowest TCO
large investments in the BI/DW upgrade
option. Easy upgrades are just part of the equation.
• Don’t forget about the power of the tech stack
• If it’s an Oracle tech stack, your value prop just
integration when Oracle is the DW.
about doubled.
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Where’s the Gold: Scenario 2
Oracle Apps, No DW
Characteristics
Oracle Apps Customer
NO Data Warehouse
Operational Reporting Tools Only
Likely Issues
Solution
• Do not have a true BI platform; operational
• OBI Apps require OBI EE, arguably the most
reporting tools only allow for stop-gap, static
reporting with little to no flexibility.
advanced BI platform on the market.
• May have independent data marts that don’t
• OBI EE can “glue together” these independent data
allow cross-functional questions to be answered.
marts, leveraging these investments and allowing the
toughest questions to get answered.
• Want a real Enterprise Data Warehouse but can’t
• OBI Apps include Enterprise Data Warehouse
afford to build it, or don’t have the
time/knowledge/resources.
schemas that often implement in 90-120 days and
cost a fraction of the build approach.
• Have user adoption and potentially data quality
• Naturally, increasing the value of the information
issues with EBS.
delivered to the end user will drive adoption of the
operational application.
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Where’s The Gold: Scenario 3
New Prospect - Heavy Competition from SAP
Characteristics
Oracle Apps *Prospect*
Heavy Competition from SAP
Likely Issues
Solution
• Probably believe SAP’s approach is more
• We need to turn the tide on this perspective – SAP’s
scalable and more robust than Oracle’s approach.
BI solution will simply NOT work in any environment
other than SAP. Furthermore, it’s not cost effective
except for a small number of users.
• Probably believe SAP BI solution is more
• The fact is, SAP BW is very limited in it’s usefulness
seamlessly integrated into their ERP applications.
They are very good at positioning this.
to employees on the front-line. It provides solid
information for financials, and is good for executives,
but leaves all other employees wanting more.
• If they are already an SAP shop, but understand
• Oracle BI Applications are pre-packaged for SAP
the limitations of BW, you can be sure they are
looking at alternate BI vendors (not us).
and are more robust than any others on the market
due to the strength of the OBI EE platform.
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Where’s The Gold: Scenario 4
SEBL CRM, SEBL Analytics, ORCL Apps
Characteristics
SEBL CRM
SEBL Analytics (OBI EE)
ORCL Apps
Likely Issues
Solution
• Are leveraging the power of an integrated CRM
• Easily extend their Siebel Analytics deployment by
and BI solution with the Siebel deployment but
have not yet realized those benefits with Oracle
Applications.
including the pre-packaged Oracle BI Applications for
ERP – we can’t lose on the economics here.
• Are likely custom building data marts or data
• We need to find these immediately and convince
warehouse for their Oracle Applications and
planning on using another BI technology with it.
them that the time-to-value on the build vs buy
approach is a 5:1 ratio.
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Where’s The Gold: Scenario 5
Oracle DW, Oracle Tech Shop, Incumbent BI
Characteristics
Oracle DW Customer
Oracle Technology Shop
Incumbent BI Technology on Top
Likely Issues
Solution
• Have a maintenance nightmare w/ existing BI
• These solutions do NOT manage change or
technologies because of too many moving parts,
un-integrated technologies, poor performance.
upgrades well. They are “report-centric” architectures.
Example: moving from BOBJ 6x to XI is a
redeployment, not an upgrade.
• Want a tighter, more scalable interface b/w BI
• Simple question: which BI platform is more tightly
tools and Oracle DW
integrated with an Oracle DW – Oracle BI EE or
anyone else? Same goes for the rest of the
technology stack: Identity Mgmt, Portal, BPEL, etc.
• Can’t answer questions across different data
• OBI EE is the technology leader in the ability to join
sources (Oracle, Teradata, SQL, etc.)
across multiple data sources. It is also “arguably the
best front end to a Teradata DW (Gartner)”.
• Can’t integrate BI tools with operational systems
• OBI EE is 100% SOA and can be seamlessly
integrated into existing UI’s and business processes.
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<Insert Picture Here>
Okcan Yasin Saygili
Oracle BI 11g new Features
for BGOUG spring events
Who am i?
• Okcan Yasin Saygili
• Free consultant and Instructor
•
Oracle ACE
•
Oracle RAC SIG Turkey Chair
•
Founding member of TROUG
•
Oracle CAB Membering
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Agenda
•
•
•
•
•
•
•
•
•
•
•
•
Starts with
Introduction
Key Feature
Interactive Dashboard
Scorecard feature
Enterprise reporting and publishing
Integration
Another Trick points
Olap Analysis
System Management
Detection and alert
Conclusion…
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<Insert Picture Here>
Starts with …
Starts with
•
•
•
•
•
•
Since 1945
1945:First large scale computer
1950:need for feedback
1952:Computer prediction on TV
…
2010.Oracle BIEE
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