Business Analytics Overview. Enabling the insight-driven enterprise

Transcription

1 Business Analytics Overview Enabling the insight-driven enterprise

2 Proven leadership and success. Delivering the nextgeneration in enterprise business intelligence today. The foundation of Siebel Business Analytics started in 1997, when a team of business intelligence (BI) and data warehousing industry veterans came together to develop a next-generation BI platform. The platform was designed for the Web, with a new and emerging set of needs in mind the need to deploy BI capabilities to broad new audiences of users and the need to make BI easier to use, more intuitive, and more interactive so every person in an organization could benefit from it. This technology would bring together data from virtually any data source to provide the most complete, real-time, detailed, and actionable information available. From these roots, the Siebel Business Analytics 7 product was born. Siebel Business Analytics is seen as the right way to go when companies assess their needs for the next generation of analytic applications. It deserves to be on every short list for evaluation. Bloor Research Since launching Siebel Business Analytics 7 in December 2001, Siebel has become one of the fastest-growing companies in the entire BI market. Now ranked as the market share leader in customer analytic applications for the past three years by IDC, Siebel Business Analytics has achieved significant growth and adoption among many of the largest, most discerning global companies across industries. These companies all have experience with traditional BI tools, but have chosen Siebel Business Analytics to gain next-generation BI capabilities, enabling them to achieve the next level of value from their investments in operational and analytic systems, including their Siebel CRM applications. Siebel Business Analytics in the Fortune 500 Aerospace and Defense 5 of the top 6 Commercial Banks 4 of the top 5 Pharmaceuticals 7 of the top 9 Computer Office Equipment 6 of the top 9 Diversified Financials 4 of the top 5 Railroads 3 of the top 4 Medical Products and Equipment 3 of the top 4 Telecommunications 4 of the top 5 Securities 2 of the top 3 Network and Comms. Equipment 2 of the top 4 Food Consumer Products 3 of the top 5 Based on this success with our customers, Siebel has been recognized with a number of prestigious industry awards, including CMP Media s Intelligent Enterprise 2004 RealWare Award for the Best Business Intelligence Application.

3 Table of Contents Siebel Business Analytics Overview 3 Siebel Business Analytics Applications 4 Industry-Specific Analytic Solutions 7 Customer Case Studies 8 Alaska Airlines Nykredit Honeywell Aerospace Compass Bank Making Insight Operational Driving Better Business Performance 10 through More Pervasive Insight The Value of an Analytic Applications Approach 12 Tying It All Together The Value of Cross-Enterprise Insight 14 Customer Case Study 15 Union Pacific Railroad Siebel Business Analytics Platform Overview 16 Siebel Business Analytics Platform End User Options 18 Siebel Real-Time Decisions 22 Customer Case Studies 24 Large Package Delivery Company LinkShare World-Class Partner Ecosystem and Tailored Global Services Offerings 25 Siebel Business Analytics Open Architecture Is Optimized to Work with 26 Existing IT Investments and Standards

4 Siebel Business Analytics unique capabilities have enabled us to provide actionable, timely information as we scaled to more than 4,500 employees using hundreds of analytic applications that help us to operate our business effectively. James Holder Director of Engineering Systems Union Pacific Railroad

5 Siebel Business Analytics Overview Optimizing enterprise performance through a comprehensive suite of business analytics applications and powerful enterprise BI platform Siebel Business Analytics includes a comprehensive suite of market-leading analytic applications, as well as a next-generation enterprise BI platform. Tailored to meet the needs of more than 20 industries, Siebel Business Analytics applications provide insight across the enterprise value chain with applications for optimizing performance in sales, service, contact center, marketing, finance, supply chain, HR/workforce, and executive management. These solutions transform data from across enterprise sources into actionable insight that is personalized, detailed, and relevant for each business function and user role. By delivering complete, prebuilt solutions that are based on industry and analytic best practices, Siebel Business Analytics applications drive faster deployment, lower TCO, and business value superior to any alternative approach. The foundation for all Siebel Business Analytics applications is a next-generation enterprise BI platform that delivers unmatched ease of use, flexibility, scalability, and performance. Delivered as part of the analytic applications or available as an independent BI platform, it enables organizations to easily extend the analytic applications or build custom solutions to meet their unique business needs. The platform is built on standardsbased technology to fit seamlessly into any enterprise IT architecture and fully leverage existing corporate data assets, and it is engineered to scale to the largest enterprise deployments handling tens of thousands of concurrent users and multiple terabytes of detailed transaction-level data. The Siebel Business Analytics Offering Partners Interactive Dashboards Proactive Detection and Alerts Front-Line Employees Ad Hoc Analytics Managers Intelligent Customer Interaction Mobile Analytics Siebel Business Analytics Applications Senior Executives Predictive Analytics Siebel Business Analytics Applications Comprehensive suite of prebuilt analytic applications For Siebel, SAP, PeopleSoft, Oracle, and other sources Based on industry and analytic best practices Enables rapid deployment, low TCO, and assured business value Sales Analytics Service and Contact Center Analytics Marketing Analytics Supply Chain Analytics Finance Analytics Workforce Analytics Siebel Business Analytics Platform ETL and Analytics CRM Financial HR Supply Chain Adapters IVR Web CTI Operational Systems Business Analytics Warehouse Customer Interaction Systems Other Operational and Analytic Sources Siebel Business Analytics Platform Next-generation, scalable enterprise BI platform Relevant and actionable insight for all users Complete, real-time intelligence accross enterprise sources One common, fully integrated modern Web architecture 3

6 Siebel Business Analytics Applications Complete analytics solutions that transform data across enterprise sources into powerful insight that drives improved performance across business functions and roles Siebel Sales Analytics Typical User Roles Head of Sales Regional Sales Managers Sales Representatives Sales Operations Example Data Sources Siebel SAP PeopleSoft Oracle Applications Corporate Data Warehouse Siebel Sales Analytics delivers complete, role-based intelligence for each person in the sales organization. Sales executives and managers get the information they need to proactively analyze the sales pipeline, confidently provide forecasts, quickly pinpoint problems, deploy resources to the best opportunities, and evaluate the performance of the entire sales distribution network. Front-line sales representatives are empowered with personalized insight to better manage their pipeline, win new opportunities, and derive more value from existing accounts. Using Siebel Sales Analytics, companies are able to more intelligently manage and optimize sales performance. Improve pipeline visibility and forecast accuracy Make optimal product offer to each customer Increase revenue through better lead tracking and management Siebel Service and Contact Center Analytics Typical User Roles Head of Service Contact Center Managers Service Agents Field Service Representatives Example Data Sources Siebel SAP PeopleSoft Oracle Applications Avaya IVR CTI ACD Corporate Data Warehouse Siebel Service and Contact Center Analytics provides powerful insight to enable organizations to optimize contact center performance and improve the quality of customer service. The solution brings together information from CRM systems, telephony switches, and routing middleware, as well as other enterprise data, to provide comprehensive insight into service performance. It provides best-practice metrics, alerts, and key performance indicators (KPIs), enabling organizations to take targeted action to improve employee productivity, reduce costs, and increase revenues and customer satisfaction. Use insight into service trends to drive efficiency gains and lower costs Convert service calls into sales through enhanced cross-selling Detect product defects early and respond proactively 4

7 Siebel Marketing Analytics Typical User Roles Head of Marketing/CMO Direct Marketing Marketing Manager Events Marketing Brand/Product Managers Example Data Sources Siebel SAP PeopleSoft Oracle Applications Syndicated Data External Lists Corporate Data Warehouse Having a comprehensive understanding of each customer s specific needs, behaviors, and value enables organizations to expand the relationship and create more value for both the company and the customer. Siebel Marketing Analytics helps organizations create precise segmentation strategies using all relevant data, including historical, financial, demographic, and syndicated data to execute highly effective up-sell, cross-sell, and retention campaigns. Siebel Marketing Analytics also tracks and analyzes marketing campaign performance and helps marketers make timely course corrections based on which offers and messages are driving the highest response rates. Identify high-potential customer segments or groups Identify products/offers most likely to appeal to different customer segments Get real-time visibility into campaign results and ROI Siebel Financial Analytics Typical User Roles CFO Controller Accounts Receivable Manager Accounts Payable Manager Business Unit Heads Department Managers Example Data Sources SAP PeopleSoft Oracle Applications Corporate Data Warehouse Many organizations lack an ability to deliver accurate, detailed financial information to key managers across business units to actively guide decisions and actions throughout the quarter. Siebel Financial Analytics combines information on assets, liabilities, expenditures, costs, revenues, cash flow, and other key financial measures into a frequently updated, consolidated view of current financial performance. By having a near-realtime view of the drivers of cost and profitability, financial and business managers can correct anomalies and take action to improve performance before it affects the financial statements. Receive intraperiod information on financial statement condition without having to perform consolidations or wait for books to close Drive financial accountability to department managers to help better control costs and increase revenue Increase cash flow and working capital through more effective receivables, payables, and inventory management 5

8 Siebel Supply Chain Analytics Typical User Roles Buyers Purchasing Department Strategic Sourcing and Procurement Supply Chain and Operational Excellence Supply Chain Planning and Strategy Example Data Sources Ariba SAP PeopleSoft Oracle Applications Corporate Data Warehouse Operating efficiently in competitive markets requires comprehensive supply and demand information, presented in context with enterprise business processes. Siebel Supply Chain Analytics provides a unified, end-to-end view of the company supply chain from order to shipment and from billing to payment. It provides managers with integrated insight to optimize sourcing business processes, reduce stock-outs, lower production and inventory costs, shorten procurement cycles, and improve product quality while strengthening supplier relationships. Gain insight into supplier sourcing to drive cost reductions, increase efficiency, and extend competitive advantage Use supplier performance insights for expenses to ensure lowest cost, best quality, and timely delivery of materials View inventory levels and velocities at any storage location to maintain product availability and minimize invested working capital Siebel Workforce Analytics Typical User Roles HR Executive HR Business Analyst Business Unit Managers at All Levels Example Data Sources PeopleSoft Oracle Applications Corporate Data Warehouse For most organizations, the largest single expense item is their workforce. Organizations need to understand the complex interaction between staffing levels, competencies, compensation structures, workforce profile, and other factors to help them maximize their return on human capital. Siebel Workforce Analytics provides insight into these areas to enable human resources professionals to more effectively recruit, hire, train, and manage the organization s workforce. In addition, by combining payroll and other cost data with their human resources information, business unit managers can understand how workforce cost trends affect their departments and the entire organization. Understand key factors that drive employee productivity and leverage insight to increase organizational performance Properly deploy and measure performance of workforce, matching geographic, job, and diversity profiles with business requirements Increase retention levels, reduce hiring and recruitment costs, and reduce time required to produce statutory reports 6

9 Industry-Specific Analytic Solutions Siebel Business Analytics applications are tailored to meet the unique needs of each industry, delivering superior business value and faster time to solution Business requirements and needs vary greatly by industry. Every company faces unique challenges; distinct business requirements; and different sales, service, and marketing models. For example, consider the use of analytics for improving sales effectiveness. In the pharmaceuticals market, mobile sales professionals strive to spend the precious few minutes they have with each doctor influencing them to write prescriptions for their drugs. They need to be armed with prescription writing and competitive trends to properly plan how best to spend that time and what samples to provide each doctor. In the high tech industry, teams of salespeople work collaboratively to sell into complex customer organizations, often navigating long sales cycles. They might need analytics to determine the best possible products to sell a given account and to match optimal sales personnel and skills to each opportunity. In wireless communications, the sales cycle may be instantaneous and opportunistic using analytics to drive an intelligent response to an inbound service call in real time, matching the ideal cross-sell offer to each customer. Just as sales models vary widely, analytics solutions must be tailored to meet the unique needs of each industry. Analytics solutions that are one size fits all, or include trivial industry modifications like renaming customer to consumer, user, or citizen, usually will require extensive customization to be effective. Siebel Business Analytics applications are designed for more than 20 different industry sectors. They include data models encompassing industry-specific data, key industry metrics, and guided analytics and workflow incorporating industry best-practice processes. And, all of them can be easily and rapidly adapted to the specific needs of each individual organization. Siebel Business Analytics applications enable organizations to address important industry issues, such as customer performance and churn detection in telecommunications, customer value and share of wallet in financial services, fact-based selling and trade promotion performance in consumer goods, and physician and product opportunity identification in pharmaceuticals. As a result, companies are able to rapidly deploy a solution that better meets their unique needs. Siebel Pharma Analytics leverages Siebel CRM data, as well as external syndicated pharmaceutical industry data, to deliver indepth analysis covering all aspects of pharmaceutical sales and marketing, including prescribers, activities, product details, samples, promotional items, medical education events, direct sales, indirect sales, prescriptions, surveys, responses, campaign history, assessments, and service requests. 7

10 Customer Case Studies Alaska Airlines For 74 years, Alaska Airlines has been providing world-class domestic airline service. Understanding and responding to customer needs is the key to success in the increasingly competitive domestic airline industry, where margins are small and customer loyalty is prized. Over the years, Alaska Airlines acquired a great deal of customer data, but it resided in disparate systems throughout the company. Without a robust analytical capability, customer tracking consisted primarily of examining data such as miles flown or dollars spent. Such lagging indicators of customer behavior were helpful, but did not provide the insight into customer needs that the company wanted. Alaska Airlines chose Siebel Business Analytics to tie together customer data from numerous sources, and, ultimately, to design marketing programs to drive customer loyalty. It took six weeks to implement Siebel Business Analytics. Now, Alaska Airlines is able to better understand, respond to, and anticipate customer needs. It has an ability to be more proactive as a marketing and service organization and run more strategic marketing campaigns. In an effort to improve overall quality and efficiency, Alaska Airlines has also begun using Siebel Business Analytics to examine and improve broader aspects of its business, such as maintenance processes and airport operations. Nykredit Seven years of using Siebel Sales and five years of using Siebel Marketing have created spectacular results at Nykredit, one of Denmark s leading financial groups. During that period, the company has experienced a 10 percent increase in customer loyalty, more than 40 percent of customers have bought more than one Nykredit product, and Nykredit has maintained its market share in the face of fierce competition from other Danish financial services providers. The recent deployment of Siebel Business Analytics among more than 1,700 branch, call center, sales center, and insurance agents across Denmark has taken that success to another level. In the pilot phase alone, the participating branch rose from the rank of 22 in Nykredit s list of the most successful branches to number one. Now that all the branches are using this powerful business intelligence solution, Nykredit is focusing on the right opportunities, maximizing sales effectiveness across all product lines, and meeting customers needs more consistently across the business.

11 Honeywell Aerospace Following a series of mergers and acquisitions, customer information at Honeywell Aerospace was stored in more than 160 disparate systems spread across 16 lines of business. Amid this complexity, Honeywell Aerospace lacked the means to present a single face to the customer and advance its mission to serve its customers in a spirit of unlimited partnership. Honeywell Aerospace deployed Siebel CRM applications and Siebel Business Analytics to consolidate customer information across its organization and transform it into actionable intelligence. Since deploying the Siebel solution, Honeywell Aerospace has improved customer satisfaction by 38 percent; increased the on-time service request closure rate from 45 percent to 83 percent; improved its sales opportunity win rate; and increased annual after-market spare parts revenue by 100 percent from $45 to $100 million, with approximately 20 percent of the increase directly attributable to Siebel. Compass Bank With more than $28 billion in assets, Compass Bank is a leading financial holding company in the Southwestern United States. Compass provides a broad array of banking services, split along three primary lines of business: corporate banking, retail banking, and wealth management. Retail banking encompasses personal checking and deposit accounts, as well as personal credit cards. While credit cards generate attractive fee income and are a good marketing tool for the bank s other financial instruments, credit card debt also represents significant default risk. In 2003, Compass wrote off $34 million in bad credit card debt, representing 33 percent of the bank s total write-offs that year. Compass selected Siebel Business Analytics to help it proactively manage default risk in its credit card group. Deployed in only six weeks, Siebel Business Analytics has enabled Compass to unite information from a variety of customer account databases and a mainframe. The implementation allows the bank to identify nonperforming accounts, reduce risk analysis reporting time, and take action to avoid account defaults. As a result, Compass expects to reduce loan write-offs by 7 percent within 12 months, estimates that it will recoup its investment in only 11 months, and expects to receive a total ROI of more than 600 percent.

12 Making Insight Operational Driving Better Business Performance through More Pervasive Insight Siebel Business Analytics is unique in its ability to deliver timely, actionable insight across the organization, enabling every person to better sense market conditions, respond intelligently and proactively, and Customer Customer has a service issue. Places call to 800 number. Call routed to service agent. Service issue resolved. improve operational performance Becoming an insight-driven enterprise requires that analytics and business intelligence capabilities be applied effectively to Call Center Agent data to create insight, and then using that insight to lead people to take action. It is the movement to facts and predictive insights not solely intuition to drive actions, and even Agent has real-time, up-to-the-minute intelligence about this customer interactions with customers. Becoming an insight-driven enterprise requires an ability to provide insight just in time to impact actions at all levels of an organization, to seamlessly embed intelligence into operational processes and job flow, and to do this pervasively across business functions and roles. Siebel Business Analytics is unique in its ability to deliver Service Manager and service manager sets routing rules to direct highest potential value customers to agents best at cross-selling timely, actionable insight to all users throughout an organization to drive improved operational results. Channel Sales Marketing This business process vignette demonstrates how an organization can benefit from operationalizing business intelligence, seamlessly embedding insight directly into business processes and job flow. By delivering relevant insight to users where, when, and how they need it to influence their actions, this organization has been able to positively affect a business outcome, ultimately resulting in increased business performance and competitive advantage. Doing this right requires a new breed of BI solutions that go far beyond the capabilities of traditional query and reporting BI tools. Human Resources Prior to call, marketing analyst segments customers based on profitability and predicted future value 10

13 Customer verifies updated mailing address and secondary name on account (his new spouse). Customer is interested, but wants time to consider his options before making a decision. Customer is pleased with follow-up call to verify service issue was solved to his satisfaction. More information is presented to customer about Family Plan promotion. Customer purchases Family Plan upgrade. Agent gets real-time cross-sell recommendation to offer customer three months of free service with upgrade to the Family Plan Agent tracks her performance versus objectives Service manager uses analytics to track most productive agents Manager tracks performance of each team member Local channel sales rep gets text alert on cell phone with follow-up instructions Sales rep contacts customer armed with the latest customer insight Sales rep tracks promotions and incentive compensation New content is combined in real time with historical, transactional, and demographic information to select best offer for this customer now Marketing manager tracks campaign effectiveness in real time and adjusts offers, campaigns, and models to optimize marketing spend HR manager uses analytics to measure and optimize effectiveness of training and hiring models 11

14 The Value of an Analytic Applications Approach Complete, prebuilt analytic solutions based on best practices enable organizations to deploy faster, at a lower total cost of ownership, and achieve better results Studies have shown that building a BI and data warehouse application from scratch can take a year or more to complete, costs millions of dollars, and yet still oftentimes fails to meet business needs or expectations. The reasons for these failures include technology limitations, skills gaps, poorly defined business requirements, and organizational politics, to name a few. Siebel Business Analytics applications were designed to overcome these challenges. Leveraging Siebel s extensive experience providing industry-specific business solutions to thousands of the largest and most sophisticated global organizations, these applications incorporate key metrics, workflows, and business processes reflecting the analytical best practices for each business function. These complete, prebuilt solutions provide all necessary technology and business logic to transform enterprise data into actionable insight for all users to drive better performance. As a result, organizations benefit from faster deployment, lower TCO, and more assured business value than with any alternative BI tools approaches. Steps Required to Build a BI Solution 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 analytic needs of each user community Build analytics for each audience License/create information delivery tools Set up user security and visibility rules Perform QA and performance testing Manage ongoing changes/upgrades These steps require different types of BI and DW technology These steps require significant resources with specialized skills and expertise These steps typically take a long time to perfect as knowledge of best practices is learned Siebel Business Analytics Applications Prebuilt data warehouse design Prebuilt ETL routines for a range of enterprise data sources, including Siebel, SAP, PeopleSoft, Oracle Applications, and many more More than 140 prebuilt business analysis areas, all designed to work together with conformed dimensions Thousands of prebuilt metrics Prebuilt analytic agents and alerts Embedded industry best practices Personalized by user role and function Integrated security and data visibility Integrated with operational workflow and business processes Insight integrated with customer touchpoint systems for intelligent interaction Global support for 20 languages Full breadth of BI platform capabilities Building a custom BI and data warehouse solution requires a number of different software components, significant resources, specialized technical skills to implement and maintain, and the ability to define and link business requirements to technology to deliver a solution. Doing this from scratch can be costly and time-consuming as best practices are learned, and studies have shown many BI and data warehouse projects never live up to expectations. Siebel Business Analytics applications enable organizations to leverage analytic and business best practices learned through our work with thousands of customers across industries. These prebuilt solutions include all the necessary technical components, business logic, and industry best practices to rapidly deploy a successful BI solution at the lowest total cost of ownership. 12

15 ETL Siebel Business Analytics Applications Greatly Improve the Economics of BI Solutions Build from Scratch with Traditional BI Tools Siebel Business Analytics Prebuilt Analytic Applications Training and Rollout Define Metrics and Dashboards DW Design Back-End ETL and Mapping Years or Quarters Training and Rollout Specific Metrics and Dashboards DW Design Mod Prebuilt ETL Tailoring Weeks or Months Benefits of Siebel Business Analytics Applications: Faster time to value Lower TCO Assured business value Easy-to-use role-based dashboards and alerts; thousands of predefined metrics Prebuilt data warehouse design; adapts to your enterprise DW Prebuilt ETL Business Adapters for Siebel, Oracle, PeopleSoft, SAP, and others Compared to the custom build approach to BI/data warehouse solutions, Siebel Business Analytics applications provide more rapid deployment, faster time to value, and more assured business success. In addition, Siebel Business Analytics applications are easier to maintain and upgrade as business needs evolve, providing lower total cost of ownership. Example Siebel Service and Contact Center Analytics The following diagram illustrates the volume of prebuilt application content that is included with Siebel Service and Contact Center Analytics, just one of many Siebel Business Analytics applications. 1 Siebel Service and Contact Center Analytics includes 18 3 star-schemas designed for analysis and reporting on contact center, service, and customer data. Premapped metadata for the 18 star-schemas, including additional best-practice calculations and derived fields that are not physically stored in the data warehouse. This prebuilt metadata enables any user to do easy point-and-click ad hoc analysis on the full range of available fields. 2 Prebuilt ETL routines extract data from more than 3,000 4 operational tables and load it into the warehouse, sourced from Siebel, SAP, PeopleSoft, Oracle Applications, and call center telephony middleware. A best practice library of more than 150 prebuilt intelligence dashboards, reports, and alerts for service and contact center agents, managers, and executives. IVR CTI ACD People Soft Siebel ETL ETL ETL ETL Siebel Customer- Centric Enterprise Warehouse ETL ETL Oracle Apps SAP 13

16 Tying It All Together The Value of Cross-Enterprise Insight By providing integrated analytic solutions that span traditional business functions and information silos, Siebel Business Analytics applications enable organizations to gain deeper insight into cross-value-chain cause and effect relationships Companies in every industry rely on information to make decisions. Often, the information they need is difficult to obtain because it either does not reside in their departmental systems or is fragmented across different applications. Although company functions such as sales, marketing, operations, finance, and human resources are interconnected, the data they produce and store is not. For a business to achieve optimal performance, information has to flow across functional boundaries. For example, sales, marketing, and service professionals need information from finance, HR, and manufacturing to help them better manage customers. HR professionals need financial information to gain a better understanding of compensation trends and other workforce costs. Manufacturing and procurement professionals need data on customer orders, material, and labor costs to more effectively manage the supply chain. Most companies lack this kind of cross-value-chain insight because the required data is stored in disconnected systems, such as supply chain, HR, order management, billing, financial, CRM systems, and various data warehouses and data marts. Moreover, the traditional business intelligence tools they use are typically confined to one subject or functional area and cannot provide insight across the company value chain. The resulting siloed view of the business makes it extremely difficult to make optimal decisions. Siebel Business Analytics was developed with the expectation that data resides in multiple places and potentially multiple packaged applications. Siebel Business Analytics applications include prebuilt extract, transform, and load (ETL) adapters and business logic to tap into a multitude of common operational applications and data sources, including Siebel, SAP, PeopleSoft, Oracle Applications, call center operational information such as IVR and CTI data, Web logs, and a host of other systems. These applications include an enterprise data warehouse design with common, conformed dimensions, enabling true cross-value-chain intelligence. In addition, the Siebel Business Analytics platform enables real-time access and intelligence across virtually any enterprise data source. The result is that Siebel Business Analytics provides a true cross-enterprise view, regardless of where data may be physically stored. The Value of Cross-Enterprise Insight Customers Customers Customers Service Sales Marketing Distribution Finance Workforce Operations Procurement Suppliers Suppliers Suppliers How does call center agent tenure, training, and compensation affect efficiency and cross-selling performance? How does supplier performance impact customer satisfaction and revenue? How is my marketing spend affecting pipeline and revenue? By providing intelligence across enterprise sources, Siebel Business Analytics enables organizations to explore and gain insight into more advanced, cross-functional business issues. 14

17 Customer Case Study Union Pacific Railroad Union Pacific Railroad is the largest railroad in North America, with more than 33,000 miles of track covering 23 states across the Western United States. Union Pacific uses the Siebel Business Analytics platform for more than 300 custombuilt analytic applications, including applications related to track maintenance and safety, business performance management, and operational effectiveness. Built on top of existing Union Pacific data sources, these applications enable users to access and analyze multiple terabytes of data contained in several different physical data sources, including Teradata, IBM DB2, and Oracle databases. More than 4,500 employees are empowered with timely, actionable insight, ranging from front-line rail maintenance personnel who receive track maintenance information and intelligence daily via the Web, to finance, engineering, and other professionals. Siebel Business Analytics enables Union Pacific to proactively monitor track usage information and send maintenance alerts before problems arise. And it enables the company to make more informed and precise business decisions regarding how it spends hundreds of millions of dollars budgeted yearly for capital reinfrastructure projects. The solutions generated significant benefit in terms of dollars saved, an increased use of existing information assets, and greater employee understanding of key business benchmarks that affect day-to-day tasks.

18 Siebel Business Analytics Platform Overview A scalable, next-generation BI platform that overcomes the limitations of traditional BI tools, providing new levels of information richness, timeliness, and user reach The Siebel Business Analytics platform removes the information bottleneck that too often exists between the data collected across an organization and demand for access to and insight into that data from the business. It enables IT organizations to define a single, logical view of all enterprise data whether housed in a single data warehouse or across multiple operational and analytic sources and provide the business with new levels of self-sufficiency to access and use this information. Complete, up-to-the-moment insight is always available, or even proactively delivered, to users where, when, and how they can use it, empowering each person with relevant and actionable information to be more effective. Included with all Siebel Business Analytics applications, or sold as an independent BI development platform, the platform was designed from the ground up to handle the largest enterprise BI deployments. It features a modern, server-centric Web architecture that is designed for enterprise-wide scalability, 24x7 performance, and manageability, handling tens of thousands of concurrent users and terabytes of detailed transaction-level data. The Siebel Business Analytics Platform Tailored and Personalized Insight Provided through a Full Range of Information Access, Analysis, and Delivery Options. One Fully Integrated Framework. Intelligence Dashboards Ad Hoc Proactive Detection and Alerts In-Context Operational Insight Mobile Analytics Data Mining Marketing Segmentation Web Services Third-Party Integration Java.NET Microsoft Office and Others A Enterprise Data Access and Calculation Single, logical view of all enterprise data (one version of the truth) Enterprise Business Model Metadata Services B Scalable performance Rich analytical capabilities Centralized control, security, and visibility Intelligent Multilevel Caching Services Multidimensional Calculation Engine D Aggregation and Integration Services Data Mining Services E Real-Time Decisions Engine C F G Intelligent Request Generation and Optimized Data Access Services G All relevant enterprise data sources Siebel OLTP Siebel BAW Enterprise DW Relational (SQL) Sources Department Data Marts Back Office SAP BW Microsoft Analysis Services Multidimensional (MDX) Sources Other File or XML Sources The Siebel Business Analytics platform includes a robust analytics server for data access and analysis across enterprise sources and a full range of information access, analysis, and delivery options in one fully integrated, modern Web architecture. 16

19 A Siebel Business Analytics Platform The foundation of the Siebel Business Analytics platform is a true BI application server that is designed to be highly scalable, optimizing concurrency and parallelism to make the value of BI applications available to the largest possible audience. It provides centralized data access and calculation, essentially creating a large pipe through which anyone can consume any information in any form anywhere in the enterprise. The analytics server is central to all of the business processes that consume information, including dashboards, ad hoc queries, intelligent interaction capabilities, marketing segmentation, data mining, and other Web Service-based applications (J2EE and.net). All of these applications require rich access to broad sets of data across the enterprise, and they all require a sophisticated calculation and aggregation infrastructure that the platform provides to deliver value. The platform also includes a full complement of access, analysis, and information delivery options, all in one fully integrated Web environment. Each of these components serves different audiences in the organization who have different appetites for the same underlying data, but need to access it in different ways. But unlike other BI tools, all components are integrated on one common architecture, enabling a seamless and intuitive user experience for every user. B Centralized Logical Business Model and Metadata Siebel Business Analytics was designed for use by end users who are not analysts or BI experts, so several aspects of the platform were designed to minimize complexity of end user tasks, while maintaining the power and flexibility of a best-in-class analytics platform. By creating a logical layer that represents a business model, end users are shielded from the complexities of the underlying physical data sources and do not have to know anything about joins, group-bys, having clauses, or other physical structures. This makes all end user interfaces very easy to use users simply point, click, drag, and drop to do the full range of analysis. By creating a single, centralized logical model and a central access point from which to manage user security and visibility, the Siebel Business Analytics platform lowers the time and expense of maintaining BI applications and enables a single version of the truth across an organization. C Intelligent Multilevel Caching Sophisticated caching mechanisms contribute to the world-class scalability and performance of the Siebel Analytics Server. Each logical query sent to the Siebel Analytics Server is matched against cache to determine if it could be satisfied by a previous request either an exact match or a superset query that can be further filtered or aggregated by the Siebel Analytics Server to satisfy the request. Caching even works across users, maximizing overall system performance and delivering unrivaled response times. Additionally, Web client caching ensures that graphics and other views of data do not get regenerated unless needed. D Powerful Calculation Engine The Siebel Analytics Server generates sophisticated SQL, forcing many powerful functions back to the particular database management system that supports those functions. For analytic functions that cannot be performed by the database in question, the Siebel Analytics Server has its own powerful calculation engine to produce joins across disparate data sources and perform mathematical and statistical functions on the fly that are not easily performed by SQL. E Integrated Data Mining The Siebel Data Mining Engine provides high-performance data mining model execution in a server environment, for both batch and real-time scoring. Because the engine is fully integrated with the Siebel Analytics Server, it greatly decreases the need for timeconsuming data transformations and preparation and enables advanced insights across multiple enterprise sources. F Real-Time Decisions Engine The Real-Time Decisions (RTD) Engine combines a rules and predictive analytics engine to power solutions for real-time adaptive decisioning. The automated, self-learning engine enables real-time intelligence to be instilled into any type of business process, such as intelligent offer generation in the call center or over the Web, intelligent call routing, proactive service management, and more. G Intelligent Multisource Data Access and Request Generation The Siebel Analytics Server is unique in its ability to provide robust, efficient access to multiple heterogeneous data sources, allowing development of applications that are unique in the BI industry. In response to inbound logical requests, the Siebel Analytics Server generates physical requests (SQL or MDX) that make the best use of native capabilities in each underlying physical data source. Unique vendor-specific SQL or MDX is utilized for maximum performance and is completely transparent to the end user. This enables organizations to build one unified, logical view of all of the data in the enterprise and make portions of it available to anyone in the organization that needs it. Rather than managing multiple database instances, each of which covers only a portion of an enterprise's data, Siebel's true enterprise data access capability allows for the most cost-effective management available on top of one integrated security model. 17

20 Siebel Business Analytics Platform End User Options Providing the full range of information access, analysis, and delivery options, all in one fully integrated Web framework Siebel Intelligence Dashboard Siebel Intelligence Dashboard provides any knowledge worker with intuitive, interactive access to information that is actionable and dynamically personalized based on the individual s role and identity. In the Siebel Intelligence Dashboard environment, the end user is working with live reports, prompts, charts, tables, pivot tables, graphics, and tickers in a pure Web architecture. The user has full capability for drilling, navigating, modifying, and interacting with these results. Siebel Intelligence Dashboard can also aggregate content from a wide variety of other sources, including the Internet, shared file servers, and document repositories. Siebel Answers Siebel Answers provides true end user ad hoc capabilities in a pure Web architecture. Users interact with a logical view of the information completely hidden from data structure complexity while simultaneously preventing runaway queries and can easily create charts, pivot tables, reports, and visually appealing dashboards, all of which are fully interactive and drillable and can be saved, shared, modified, formatted, or embedded in the user s personalized Intelligence Dashboard. The results are new levels of business user self-sufficiency in an environment that is fully secure and controlled by IT. 18

21 Siebel Delivers Siebel Delivers is a proactive intelligence solution that provides business activity monitoring and alerting that can reach users via multiple channels such as , dashboards, and mobile devices. Siebel Delivers includes a full Web-based self-service alert creation and subscription portal. This next-generation product can initiate and pass contextual information to other alerts to execute a multistep, multiperson, and multiapplication analytical workflow. Furthermore, it can dynamically determine recipients and personalized content to reach the right users at the right time with the right information. Siebel Intelligent Interaction Manager Siebel Intelligent Interaction Manager enables customer and business intelligence to be embedded directly in operational systems so it can be accessed in real time at the point of touch with a customer. Data mining scores and analytics results, including advanced calculations, aggregations, and real-time data mining scores, can be displayed in any application and used to drive more intelligent interactions, workflow processes, and other operational activities. 19

22 Siebel Mobile Analytics Siebel Mobile Analytics provides full analytical functionality for the mobile professional, enabling fully interactive dashboards and ad hoc analysis while disconnected from the corporate network. It provides the same intuitive interface for users whether they are working in a connected or disconnected mode. Leveraging Siebel s advanced data synchronization capabilities, Siebel Mobile Analytics allows for full and incremental synchronization of data with enterprise data sources. Data is personalized for each user, maintaining all role-based security and visibility, and is compressed during synchronization, resulting in minimal data set size and fast sync times. Siebel Analytics Briefing Books The content of Siebel Intelligence Dashboard pages can be saved into a Briefing Book viewable by anyone with a Siebel Analytics Briefing Book reader. The Briefing Book provides a way to create snapshots of dashboard pages, view them offline, or share them with others. Multipage Briefing Books have paging controls and are well-suited for presenting information to others. Briefing Books also provide a way to archive the information in a dashboard, or they can be saved locally (on a desktop, for example) and can be updated with a single click whenever the user chooses. 20

23 Siebel Miner and Siebel Data Mining Workbench Siebel Miner is an easy-to-use data mining application that enables subject matter experts to train and execute preconfigured data mining models based on a template methodology. Siebel Miner makes it easy for business users to drive the data mining process by following proven best practices embedded in templates. Siebel Miner and Siebel Data Mining Workbench are tightly integrated, enabling business users to easily leverage models created by data mining experts with Siebel Data Mining Workbench. Siebel Marketing Segmentation Built on top of the Siebel Business Analytics platform, Siebel Marketing Segmentation provides powerful segmentation capabilities enabling sophisticated marketers to more effectively target relevant messages to the right customers. The segment designer provides transparency throughout the segmentation process by giving users the ability to see the impact of every inclusion and exclusion criteria as these criteria are applied. High-performance features such as sampled counts and intelligent caching provide an interactive experience even on very large data sources. The segmentation engine leverages the full power of the Siebel Business Analytics platform so that advanced metrics, embedded predictive models, and multiple data sources can easily be included in the targeting strategy. 21

24 Siebel Real-Time Decisions Self-learning, predictive analytics solutions for driving more profitable and intelligent customer interactions across channels In addition to achieving a 360-degree view of their business and customers, today s insight-driven enterprises are moving well beyond after the fact reporting to delivering real-time insight to people on the front lines such as sales and service professionals, where the insight can be used to directly impact actions and decisions, including driving more intelligent customer interactions. Maximizing the effectiveness of every interaction with customers and prospects can result in significantly improved profitability, competitive advantage, and business performance. Multichannel Real-Time Intelligence Decisions Call Center Siebel Real-Time Decisions (RTD) solutions help organizations reap maximum value from customer interactions in their contact center, on their Web site, and in other customer-facing channels by identifying customer needs in real time and responding with relevant and timely messages. Siebel RTD helps organizations drive customer-adaptive business processes that help improve customer retention and grow revenues organically. For the duration of an inbound customer interaction, Siebel RTD will monitor attrition risk, identify appropriate retention treatments, and determine cross-sell opportunities in real time. Siebel RTD dynamically makes predictions using a combination of the most current customer profile information and context information that becomes available only at the time of interaction. Siebel RTD effectively leverages customer demographic information such as age, gender, and marital status; plus rich customer behavior information, including order and service history; and the context of the current interaction, such as the call reason or type of service request in the contact center. Real-Time Decision Server Web/ Kiosk Using advanced predictive analytics and dynamic business logic, Siebel RTD learns from the outcome of each customer Analytics Server Data Mining Engine INTELLIGENCE (Cross-sell, up-sell, alternatives, promos) Field Services Customer interaction in order to continuously improve future recommendations. Siebel RTD makes predictive analytics truly operational by eliminating the need to build predictive models offline in what is normally a time-consuming process. The predictive models at work in Siebel RTD solutions are fully Direct Mail automated, constantly adapting to changes in customer behavior and providing business users with deep insights into actual drivers of attrition and response behavior. 22