Business Intelligence Market Trends Study

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1 Use, duplication, or sale of this information, or data contained herein, is strictly prohibited. Copyright 2005 Gantry Group LLC, SourceMedia, Inc. All rights reserved. Business Intelligence Market Trends Study The Gantry Group, LLC 30 Monument Square Suite 214 Concord MA May 2005 Phone: Fax: Web: Business Intelligence Review and SourceMedia are registered trademarks of SourceMedia, Inc.

2 Table of Contents Study Objectives and Approach Respondent Profile Key Findings Study Results 2

3 Study Objectives Gain further insight into the needs, preferences, and characteristics of the market in the context of Business Intelligence solutions, particularly: Market perceptions about BI The role of ROI in BI purchase decisions Importance and understanding of BI solutions Metrics to track BI solution business justification BI benefits BI purchase influences/selection criteria BI spend patterns, trends Corporate use of BI solutions 3 Objectives

4 Study Approach Gantry joined with BI Review to develop a conditionalized, 36-question online survey questionnaire to address study objectives. Incentives for all qualified participants:! Executive Summary of the study results! 40% discount to Business Intelligence Review Conference Forum! Free copy of Gantry Group s whitepaper ROI Thinking: The Best Practice Approach to Outsourcing Participants (~75,000) recruited from selected SourceMedia publications subscriber lists:! U.S. Banker! DM Review! American Banker! Security Industry News! Bank Technology News! Insurance Networking News! Health Data Management Survey conducted over ~ 1 month.! Launched: 12/09/04! Completed: 1/3/04 4 Approach

5 Study Approach Target Audience: Upper management: C-suite, S/E/VP, director/manager Geography: U.S. Industry: 5 segments! Financial Services! High Tech! Insurance! Healthcare! Manufacturing Company Size: Neutral 5 Approach

6 Respondent Profile Role Groups CEO/President 29% Director/Manager 27% SVP/EVP/VP 24% CIO/CTO Other 7% 6% CFO COO Treasurer/Controller Board of Directors 3% 2% 1% 1% 0% 5% 10% 15% 20% 25% 30% Base = 551 Executive/Corporate Management 32% Departmental Function IT Sales Marketing Finance 12% 11% 9% 18% Operations 8% Product Development 5% Other 3% HR 1% Supply Chain/Purchasing 1% Manufacturing 0% 0% 10% 20% 30% 40% 6 Response Profile

7 Respondent Profile Industry Base = 551 Financial Services/Banking 30% Healthcare 28% High Tech 16% Insurance Gov/Public Sector/Education/Non-Profit Manufacturing Retail/Wholesale Publishing/Media/Entertainment Other Professional Services 8% 4% 2% 2% 2% 1% 8% (Includes marketing, legal, business, IT, consultancies) 0% 10% 20% 30% # Employees Mean 2,810 Employees 7 Response Profile

8 Key Findings Summary 8

9 Understanding of BI BI has attention and visibility at the highest executive levels as it is perceived to be an enabler of key corporate imperatives across industries and sizes. The most important respondent corporate objectives for revenue growth and profitability are seen to be highly dependent upon the ability of an enterprise to. Plan Have executive access to accurate, timely scorecard data (KPIs) Model potential new opportunities Consolidate enterprise data work from a single version of truth Improve accuracy of budgets and forecasts..all of which are benefits from BI technology implementation in operations. Most respondents have made (or will within 12 months) investments in BI technologies indicating a strong need for the potential benefits. 9 Study Results

10 Propensity to Buy BI The majority of respondents share an understanding of the capabilities of BI functions and are technology-ready (or soon will be) to implement e-wide solutions. Tools Associated Tools in Use Tools Planned Investments Data Mining (67%) Reporting (71%) Executive Dashboard (38%) BI Analytics (35%) Query/reporting (61%) Spreadsheets (66%) Analytics (30%) Data Warehouse (35%) Analytics (61%) Data Warehouse (44%) Predictive Modeling (33%) Executive Dashboard (31%) Data Warehouse (61%) Analytics (43%) Data Mining (30%) CRM (30%) Data Management (59%) Data Mining (42%) 10 Study Results

11 Use & Perceived Importance of BI A majority of respondents perceive BI as useful for analyzing (81%), reporting (80%), forecasting (78%), decision support (74%) and trending (71%) data from two departments: CRM (70%) and Finance (74%). Specifically, BI is seen as very important for attaining major corporate imperatives: improving revenue and profitability (78%), improving competitive advantage (72%), and improving customer acquisition and retention (70%), cost reduction (69%); BI is seen as less useful for achieving compliance (38%) and decreasing time to market (43%). The functionality and benefits of BI make this technology category well suited to helping executives with their top business initiatives: Customer-centric marketing (improving customer acquisition and retention, revenues) 75% BPM (improving profitability) 74% Customer profitability (improving profitability) 73% Market competitiveness (customer acquisition) 73% Revenue growth (improving revenue) 72% 11 Study Results

12 Use & Perceived Importance of BI There is strong alignment between what executives need and where they perceive BI solutions to be of greatest benefit. BI & Achieving Corporate Objectives Top Business Initiatives BI & Addressing Business Initiatives Importance of BI Benefits How important do you think BI solutions are in helping you achieve the following corporate objectives? Which business initiatives are you pursuing most aggressively between now and the next 2 years? To what extent do you think BI solutions will help you to address your key business initiatives? Please rank the importance of the following potential benefits of a BI solution to your organization. Improve Revenue & Profits Revenue Growth Customer-Centric Marketing Improve Ability to Plan Improve Competitive Advantage Business Performance Mgmt Business Performance Mgmt Provide Execs w/reliable Scorecard/Dashboard Tools Improve Customer Acquisition, Retention Customer Profitability Customer Profitability Improve Ability to Model New Opportunities Reduce Costs Market Competitiveness Market Competitiveness Consolidate Enterprise Reporting Decrease Time to Market New Product Introduction Revenue Growth Improve Accuracy in budget/business forecasting 12 Study Results

13 ROI for Pre/Post Implementation The vast majority of executives use or plan to use ROI (79%) and payback (31%) analyses to track the economic impact of their current/planned BI implementation. Nearly half of all respondents who have already implemented a BI solution or who are in implementation, have realized or expect to realize a positive ROI in the range of 11%- 50% (64%). Overall the most common metrics for measuring success of a BI solution are value drivers for tangible ROI analysis: High Tech/Prof Services Financial Services Insurance Healthcare Total Revenue Customer Retention Customer Retention Rate Staff Productivity Ratios New Customer Revenue New Customer Acquisition Cross/Up Sell Key Clinical Indicators Profitability (EBITDA) Cross/Up sell Increased Market Share Net Income Repeat Revenue Customer Service Costs Customer Lapse Rates Maintaining Clinical Practice Standards Cross/Up Selling Revenue 13 Study Results

14 Buying Habits The overwhelming majority of executives rely on cost-benefit analysis (81%) and ROI/payback analysis (58%) to support purchase decisions for BI. However, when considering their BI solution, information from peers at other companies (52%) will be just as important as the ROI analysis (50%), and alignment of IT investments with corporate objectives (47%). CFO (56%), CEO (45%) and COO (44%) are expected to be the most active users of the BI solution in companies with 500+ employees. However, 39% of executives from companies with 500+ employees report that the CIO/CTO is the single most influential person the BI purchase decision, followed by the CEO at 23%. While ROI is a critical decision factor when analyzing the solution category, proven ROI (31%) is superceded by feature/function (57%), ease of integration with other systems (64%), and ease of use (48%) when selecting a specific vendor s product. 14 Study Results

15 Study Results 15

16 16 Results BI & Corporate Objectives How important do you think BI solutions are in helping you achieve the following corporate objectives? Base = 855 Improve revenue and profits 78% Improve competitive advantage Improve customer acquisition, retention and loyalty Reduce costs 72% 70% 69% % Respondents answering Very Important Decrease time to market 43% Automate compliance 38% 0% 20% 40% 60% 80% 100% " BI solutions are seen as most important for improving revenues and profits across companies of all sizes.

17 17 Results BI Addressing Business Initiatives To what extent do you think BI solutions will help you to address your key business initiatives? Customer-centric marketing [269] Business Performance Management [382] Market competitiveness [360] Customer profitability [380] Revenue growth [513] Financial reporting and analysis [352] Increasing cross-selling/up- selling opportunities [336] Improving customer satisfaction [486] Increasing new account business [337] Product & service intelligence [269] Increasing market share [405] Business Process Management [259] Improving market-facing functional consistency [95] Opening new markets [326] Organizational agility [250] New product/service introductions [363] Optimizing human capital [223] Six-Sigma implementation [91] Workforce alignment with corporate objectives [229] Supply chain efficiency [120] Merger and acquisitions [138] Sarbanes-Oxley/Basel II/ HIPPA Compliance [268] Reducing HR costs [129] Outsourcing [89] Other [14] Top uses of BI align with top initiatives. Overall mean scores of importance 1 = Least Important 3 = Most Important " BI solutions are seen as playing an important role in addressing top business initiatives across industries and company sizes.

18 Business Intelligence Benefits Please rank the importance of the following potential benefits of a BI solution to your organization? Improve the organization's ability to plan [573] Provide execs w/ a reliable scorecard/dashboard tool [528] Improve ability to model new opportunities [538] Consolidate all enterprise reporting [393] Improve accuracy in budget and business forecasting [542] Increase frequency of business performance reporting [439] The graph depicts the # of respondents selecting a particular benefit as #1 (most important to their organization). Improve compliance [309] 43 Improve ability to model investment outcomes [274] 30 Other [35] " The top potential benefits of BI solutions are consistent across companies of different sizes and industries. 18 Results

19 19 Results Current Decision Support Tools Which of the following decision support tools do you use/plan to use in your organization? Reporting Manual spreadsheets Data warehouse Analytics Data mining Data integration Predictive modeling Executive dashboard Data visualization OLAP Web/text mining Stratification of member population Enterprise Information Integration Other I don't know 1% 22% 11% 44% 24% 43% 30% 42% 29% 33% 26% 33% 26% 38% 25% 22% 23% 12% 18% 20% 16% 12% 14% 24% 8% 22% 66% 71% Current Base = 684 Planned Base = 592 Overall breakdown of current and planned DS Tools 0% 10% 20% 30% 40% 50% 60% 70% 80% " Organizations with more than 10K employees are much more likely to use automated decision support tools such as OLAP (44%) and data warehouses (63%) than smaller organizations.

20 20 Results BI Purchase Analyses Which of the following analyses did (will) you conduct to support your decision to purchase a BI solution? Base = 586 Cost-benefit analysis 81% ROI/payback horizon 58% TCO IRR EVA Other None I don't know We have not yet purchased a BI solution 21% 15% 5% 3% 2% 2% 1% 0% 50% 100% " Cost-benefit and ROI/payback horizon are the primary methods of analysis when considering a BI solution purchase for companies of all sizes.

21 21 Results BI Purchase Decision Guidance Which of the following did (will) you use to guide your decision to purchase a BI solution? Peers at other companies ROI analysis Alignment of IT investments with objectives Recommendation by consultant Desire to stay current technologically Company case studies Online websites and industry leaders Vendor sponsored white papers Competitive pressure Other I don't know Pilot program 12% 4% 2% 1% 25% 32% 30% 38% 36% 50% 47% 52% 0% 20% 40% 60% Base = 568 Professional Services companies rely most of ROI analysis to guide them in this purchase decision. " Overall, peers opinions as well as ROI analysis are the primary sources of guidance when it comes to purchasing a BI solution.

22 Expected BI Solution ROI Are you realizing or do you expect to realize measurable, bottom line ROI from your BI investment? Base = 579 Yes 48% It is too soon to tell 30% No 4% Don't know 18% 0% 10% 20% 30% 40% 50% " About half of the sample (48%) are expecting to realize or are currently realizing a tangible bottom line ROI from their BI investments. This is consistent across industries and companies of all sizes. " 61% of companies currently using BI solutions operationally are realizing measurable ROI [mean = 43.09%] 22 Results

23 23 Results BI Impact Tracking What analysis method do (will) you use to track the economic impact of your BI solution? Base = 447 ROI 79% Payback 31% TCO 18% IRR 15% Other 3% I don't know 1% 0% 20% 40% 60% 80% " ROI is the most widely-used method of tracking bottom line impact of BI solutions across industries and company sizes.

24 24 Results Q&A Session Full Research & Analysis Report available at Gantry s or Business Intelligence Review s websites. The full research report includes differences in respondents by industry and company size. Research Reports can be customized by data cut such as industry vertical results and analysis, or other customized data selection. For more information please go to:

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