Cognos and SPSS: Putting Business Analytics to Work Simon Ng Senior Client Technical Professional,...
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Transcript of Cognos and SPSS: Putting Business Analytics to Work Simon Ng Senior Client Technical Professional,...
Cognos and SPSS: Putting Business Analytics to Work
Simon NgSenior Client Technical Professional, Business Analytics, IBM HK
Business Analytics and Optimization is the next big investment area for companies – similar to ERP or CRM in the past
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TransactionalAutomation
Business Process Management
Resource Planning
• Task / Process Automation
• Recording & Reporting
Business Analytics & Optimization
• Business Efficiency• Aggregation and Data
Warehousing
• Cross-functional Integration
• Performance Measurement
• Enterprise Integration• Detection, Direction &
Prediction
$566B 3% CGR*$105B 8% CGR*
Source: IBM Analysis on addressable market opportunity based on GMV 1H09 data; includes addressable Hardware, Software and Services opportunity. CGRs 2009-2012
IDC Business Analytics Software Market
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Business Analytics Software
Performance Management Tools and Applications
Analytic ApplicationsAnalytic Applications Business Intelligence ToolsBusiness Intelligence Tools
Query, Reporting and AnalysisIncludes dashboards, production reporting, OLAP, ad-hoc query
Query, Reporting and AnalysisIncludes dashboards, production reporting, OLAP, ad-hoc query
$6.5B 4.2% 6.9%
Advanced AnalyticsIncludes Data Mining and StatisticsAdvanced AnalyticsIncludes Data Mining and Statistics
$1.6B 5.2% 7.1%
$8.1B 4.4% 6.9%
Analytic Spatial Info Mgmt ToolsAnalytic Spatial Info Mgmt Tools
$0.7B 4.0% 6.5%
Financial Performance & Strategy Mgmt AnalyticsBudgeting, planning, consolidation, profitability mgmt/ ABC, scorecards
Financial Performance & Strategy Mgmt AnalyticsBudgeting, planning, consolidation, profitability mgmt/ ABC, scorecards
$2.3B 5.1% 8.1%
CRM AnalyticsSales, customer service, contact center, web site analytics, marketing, price optimization
CRM AnalyticsSales, customer service, contact center, web site analytics, marketing, price optimization
$1.9B 4.5% 9.6%
Workforce AnalyticsWorkforce Analytics
$0.23B 6.1% 7.8%
Production PlanningProduction Planning
$1.2B 1.1% 4.3%
Services Operations AnalyticsOperational analytics in financial services, education, government, healthcare, etc.
Services Operations AnalyticsOperational analytics in financial services, education, government, healthcare, etc.
$1.4B 2.1% 5.1%
Supply Chain AnalyticsRelated to procurement, logistics, inventory, manufacturing
Supply Chain AnalyticsRelated to procurement, logistics, inventory, manufacturing
$1.6B 1.8% 5.1%
’09 Market Estimate, projected 08-09 growth, 5 yr CAGR 08-13
Data Warehouse PlatformDW management and DW generation (ETL+ portions of Data Quality)Data Warehouse PlatformDW management and DW generation (ETL+ portions of Data Quality)
$7.5B 4.1% 7.9%
$25.1B 3.9% 7.2%
Source: IDC Worldwide Business Analytics Software 2008-2012 Forecast and, July 2009
$8.7B 3.3% 7%
IBM Investing in Business Analytics
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• Over $12B in software investments since 2005
• A top IBM Corporate Growth Priority for 2010
• Extensive internal deployment of Analytics to Improve IBM Business Performance
• New division for Business Analytics
• Over 4,000 dedicated BAO consultants
• Creation of 6 BAO Analytic Solution Centers
• Strong linkage to Large Math Department focused on Computational Mathematics and real world applications
“IBM, not SAP or Oracle, is now the industry's premo analytics solution/platform vendor…”
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Autonomic OperationsDeveloper Productivity
Deep Compression
pureXML
pureScale
Pervasive Content
Stream Computing
Content Analytics
Advanced Case Management
Workload Optimized Systems
Social Analytics/Consumer Insight
2011
2005
Decision Management
• $14B+ in Acquisitions Since 2005
• 10,000+ Technical Professionals
• 7,500+ Dedicated Consultants
• Largest Math Department in Private Industry
• 27,000+ Business Partner Certifications
• 8 Analytics Solutions Centers
• Optimized hardware and software offerings
• 100 analytics-based research assets;almost 300 researchers
• Significant marketing investment worldwide through Smarter Planet
IBM is Helping Clients Maximize Results with Innovation That Matters
BAO Gives Businesses an Entirely New Way to Compete But Most Have Yet to Take BAO the Full Distance and need a Journey Partner
Bus
ines
s op
erat
ions
mat
urity
Information and analytics maturity
How the business applies information to achieve its goals• Policies • Business Processes• Organization
How the business manages information and learns from it
Source: Breaking Away with Business Analytics and Optimization: New intelligence meets enterprise operations available in late 2009 at www.ibm.com/gbs/intelligent-enterprise
Spreadsheets and extracts
Data warehouses, governance and production reporting
Process automation and workflow
Master data management, dashboards and scorecards
Command and control
Task integration (e.g., ERP)
Business process integration (e.g., CRM) and collaboration
Predictions, contextual business rules and patterns
BreakawayPrescriptive, real-time,
pattern-based strategies with situational context
Ad hoc
Foundational
Competitive
Differentiating
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• Open Heterogeneous Leverage, IBM Compelling
• Industry Recognized Leadership in each Category
• Packaged, prescriptive solutions• Graduate from Entry Points without
the need to re-tool/ re-vendor• Optimized Delivery including
Virtualization, Appliances, SAAS/Cloud (consider how to further leverage Z Series which has the multi-tenancy, scale, and Green IT positive footprint for Enterprise 2.0)
Prescriptive Whole Information Stack - Traditionally or Virtually
Portals
Dashboards
BI/PM Capabilities
Enterprise Content Management
Enterprise Search
Metadata Management/Dimensionality
Master Data Management
ETL/Data Warehouse/Data Movement/Data Quality
Database
On-Demand
Web Platform
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Best in Class – Performance Management
Enterprise Planning – combining the best of Cognos Planning and TM1 to achieve high user and high model/ data scale - Driver and Action Based Pervasive Planning
Real-Time Metric Management
Enterprise Consolidation
GRC solutions to drive accountability-based platform with Scorecards/Dashboards, Financial Controls in Consolidation and Planning, Records Management
Enterprise Ready, Simplicity, Ease-of-use, “owned by the business”
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Enterprise 2.0 - Capture the Hearts and minds of the Next Generation Knowledge Worker
Current Generation:Linking information to makethe decision makersmore effective
Next Generation:Linking the decision makersto make the enterprisemore effective
Surround data with metadata to create an information network
Surround people with metadata to create a decision-making network
Enterprise spending on Web 2.0 expected to grow 43% to 4.6B in 5 years - Forrester Research
Search and Social Networking convergence with Performance Management
Collaborative Decision Making and Decision Capture
Collaborative Tagging (Folksonomy), Touch and TelePresence
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Analytics Landscape & IBM’s Software Footprint in These Areas
Degree of Complexity
Com
petit
ive
Adv
anta
ge
Standard Reporting
Ad hoc reporting
Query/drill down
Alerts
Simulation
Forecasting
Predictive modeling
Optimization
What exactly is the problem?
What will happen next if ?
What if these trends continue?
What could happen…. ?
What actions are needed?
How many, how often, where?
What happened?
Stochastic Optimization
Based on: Competing on Analytics, Davenport and Harris, 2007
Descriptive
Prescriptive
Predictive
How can we achieve the best outcome?
How can we achieve the best outcome including the effects of variability?
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IBM BA Broad and Complete Portfolio
IBM BAO - Leadership Portfolio
Data Integration
CPM
Data Mining
Warehousing
BI
14BAO SIMPLIFICATION AND INTEGRATION
Business Analytics Drivers
Finance
Supply Chain
Human Capital
Customer
Industry Specific
A N
A L
Y T
I C A
R E
A S
Globally Integrated, Market Leading Capabilities
Financial Performance & Strategy Management
Predictive and Advanced Analytics
Governance Risk and Compliance
Analytic Applications
Business Intelligence
Business Users EvolvingRole centric capabilities are giving way to different styles of interaction driven by business need
Information GrowthWorldwide volume of digital data was 800,000 petabytes in 2009, 1.2 million petabytes in 2010, 35 million petabytes by 2020
Business Pace AcceleratingToday’s online business cycles are 3-7 times shorter
Changing Workforce
Volume of Digital Data
Speed of Business
15BAO SIMPLIFICATION AND INTEGRATION
Strategic Focus on Business Intelligence
Finance
Supply Chain
Human Capital
Customer
Industry Specific
A N
A L
Y T
I C A
R E
A S
Globally Integrated, Market Leading Capabilities
Financial Performance & Strategy Management
Predictive and Advanced Analytics
Governance Risk and Compliance
Analytic Applications
Business Intelligence
Continued investment to Address Key Business Problems:Business users want to explore data , but User Interfaces are too complexReporting on corporate history is insufficient to ensure good business decisionsData Volumes and User Counts are growing but IT budgets are notBusiness Intelligence needs to be available pervasively, not isolated in BI applications
16BAO SIMPLIFICATION AND INTEGRATION
Strategic Focus on Finance and Risk
Supply Chain
Human Capital
Customer
Industry Specific
A N
A L
Y T
I C A
R E
A S
Globally Integrated, Market Leading Capabilities
IBM’s offerings provides a set of pre-integrated solutions, built on our highly scalable platform to: Plan, forecast and control
enterprise resources;
Measure, analyze and optimize performance;
Identify and manage key business risks across the enterprise;
Report to external stakeholders with confidence
Enterprise Governance
Risk and Compliance
Financial Performance &
Strategy Management
AND• Business Intelligence• Predictive Analytics• Enterprise Information
Management
Finance
Predictive and Advanced Analytics
Business Analytics Solutions
Business Intelligence
Financial Performance & Strategy Management
Governance Risk and Compliance
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BAO SIMPLIFICATION AND INTEGRATION
Finance
Supply Chain
Human Capital
Customer
Industry Specific
A N
A L
Y T
I C A
R E
A S
Globally Integrated, Market Leading Capabilities
Predictive and Advanced Analytics
Governance Risk and Compliance
Analytic Applications
Business Intelligence
Financial Performance & Strategy Management
Investment areas:User-centered innovation to support individual insight and collective agilityDrive pervasive reach deeper and across functional domainsUnify processes to drive speed and confidenceEnsure continuous relevance with information integration and governance
Strategic Focus in Financial Performance & Strategy Management
18BAO SIMPLIFICATION AND INTEGRATION
Business Analytics Solutions
Finance
Supply Chain
Human Capital
Customer
Industry Specific
A N
A L
Y T
I C A
R E
A S
Globally Integrated, Market Leading Capabilities
Financial Performance & Strategy Management
Predictive and Advanced Analytics
Governance Risk and Compliance
Business Analytics Solutions
Business Intelligence
19BAO SIMPLIFICATION AND INTEGRATION
Strategic Focus on Predictive and Advanced Analytics
Finance
Supply Chain
Human Capital
Customer
Industry Specific
A N
A L
Y T
I C A
R E
A S
Globally Integrated, Market Leading Capabilities
Predictive and Advanced Analytics
Financial Performance & Strategy Management
Governance Risk and Compliance
Business Analytics Solutions
Business Intelligence
• Full breadth of predictive analytics
• Data collection, statistics, data mining, predictive modeling, deployment services…
• Putting Prediction in the Hands of the Business User
• Decision Management
• Integration with Cognos Platform and products
• Massively scalable analytics
• Extending Built-in Domain Expertise and Configurability
with Industry solutions
• 17 domain packs (including Insurance and Marketing…)
• Built in Solutions for Sales and HR
• Deployment Flexibility
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Strategic Tactical Operational
Years Months Weeks Days Hours Now
Improve policy makers’ decisions with Forecasts and Optimization
Help individual contributors take the Next Best Action
Define the Strategy Run the Business
Time to Business Impact
Improve senior management visibility with Key Performance Predictors
How Predictive Analytics Provides Value:Harmonizing Decisions Across the Enterprise
21BAO SIMPLIFICATION AND INTEGRATION
Strategic Focus on Customer
Supply Chain
Human Capital
Industry Specific
A N
A L
Y T
I C A
R E
A S
Globally Integrated, Market Leading Capabilities
Finance
Customer
IBM’s Customer Care & Insight offerings address understanding customer patterns through analytics, identifying target customers and linking the findings with the business processes as actions to provide better customer value and/or prevent fraud and risks
Customer Information Optimization:
Customer Insight Optimization:
Multi-Channel Customer Experience Optimization:
Campaign & Promotion Management:
Threat & Fraud Management:
Financial Performance & Strategy Management
Predictive and Advanced Analytics
Governance Risk and Compliance
Business Analytics Solutions
Business Intelligence
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Enhance Your Reputation
Understand your customer needs to target new offers and products more cost-effectively through different social media channels
Create Relationships. Build Advocacy. Improve Loyalty.
Evaluate your corporate reputation and make evidence-based messaging decisions that target the right stakeholders at the right time
Improve your customer experience
Respond more quickly with accurate, timely and relevant insight into customer requests to ensure a consistent brand experience across all channels
Grow Your Business
We provide analytics that listen, measure and analyze social media performance to more effectively:
Predictive & Customer Analytics
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Product Capabilities
BLOGSBLOGS
DISCUSSION FORUMSDISCUSSION FORUMS
TWITTERTWITTER
NEWSGROUPSNEWSGROUPS
FACEBOOKFACEBOOK
Source Areas
Dimensional Analysis
Filtering Voice
Keyword Search Dimensional
Navigation Drill Through to
Content
Relevant Topics Associated Themes Ranking and Volume
Relationship Tables Relationship Matrix Relationship Graph
COMPREHENSIVE ANALYSIS
SENTIMENT
EVOLVING TOPICSAFFINITY ANALYTICS
Business Drivers
Customer CareCustomer CareCorporate ReputationCorporate Reputation
Campaign EffectivenessCampaign Effectiveness
Competitive Analysis
Product Insight
MULTILINGUALMULTILINGUAL
IBM Cognos Consumer Insight
Advanced analytics extending from the domain of science & engineering to the world of business
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• Fueled by the availability of data, computational power and the need to make better choices
• IBM is positioned for leadership in the new era of data-driven business management
• IBM's advanced analytics capability is a marketplace differentiator
• Our collaboration with clients is enabling discovery in new areas
• Significant research opportunity remains
Models
Analytics
Data
Insight
Business Benefit
25
25
Synergy across IBM Software to Deliver Strategic Solutions
• Collaboration for decision making
• Business Optimization and process
• Information Agenda
• Governance and Regulatory Compliance
• Standardization / TCO
• Workload Optimized Systems
Strategic Initiatives that Drive Synergy Requirements Trusted Information
• Trusted information (data lineage, business glossary)
• Advanced analytics – in database mining• Streams and Entity Analytics• Workload optimized
systems (i.e. IBM Smart Analytics System)
Collaboration• Collaborative decision-making
partnership• Increased user adoption
Business Integration & SOA
Security & System Managementing
Rules
Development & Project Management Tools
ECM• Cognos Content Analytics• Governance & Compliance• Content management
Business Analytics• Business Intelligence• Financial Performance
Management• Information Applications• Predictive Analytics
Thank You!