1. Windows A
W Azure Marke
etplace Data
aMarket
Solution Ca Study
S ase
Data Visu
D ualization Firm UUses Data Service to
a e
Create Contextua
C alized Bu
usiness D
Dashboarrds
Ov
verview “With its c
“ consistent APIs, Dat
t taMarket becomes a simple
Couuntry or Region India
n:
Induustry: Product engineering tool that m
t makes devvelopmen very eas for our
nt sy r
programm
p mers and h saved us at least weeks a
has d and
tner Profile
Part
Base in India, New Delhi,
ed w probably months o develop
p of pment time.”
inessIntelligenze JumboAnalysisTM
Busi e
vides data visualization and
prov
dash
hboard solution worldwide.
ns As
A a data vi isualization solution provider, JummboAnlaysi TMis
Business Situationn
continually strives to d
c display its customers’ k perform
key mance
inessIntelligenze wanted to put
Busi e t indicators (KPIs) in way that offe the best p
i ys er possible strrategic
cust
tomers’ internal business intelliggence
data in better conte by comparin it
a ext ng
insight. To put KPIs in the right co
i ontext, man organiza
ny ations
with data from mult
h tiple external so
ources, want to com
w mbine inter rnally gatheered information with d data feeds
whic is traditionally a cumbersom and
ch me
expe
ensive process.
from outsid sources— process that has tra
f de —a aditionally been
cumbersom and expe
c me ensive. To a
address this issue,
s
Soluution TM
BusiinessIntelligenze updated its Ju
e umbo
JumboAnlaysis supp
J port DataMa arket, a par of Windows Azure
rt
Analysis to support DataMarket (a part of Marketplace. Now customers can supply Jum Dashb
M n mbo board with
Windows Azure Ma arketplace) to give
custtomers cost-effeective access to
rich, reliable data from a single cl
r e m loud-based source using a
d
relia
able, trusted pub domain and
blic d simple cost
s t-effective s
subscription model. Th can also easily
n hey o
premmium commerci data.
ial
modify dashboards for more contextualized KPIs with n
m no
nefits
Ben development effort or additional storage ha
d r ardware, sav ving
• En
nhances busines intelligence to
ss o
promote customers’ growth
money and improving business in
m ntelligence..
• Lo
owers data acqu
uisition costs
• Helps expand business, provides a
s
ompetitive edge
co e
• Re
educes latency t improve serv
to vices

2. “Our customers just Situation Companies usually deal with this issue by
JumboAnalysisTM Data Visualization buying information from third-party
create a single provides data visualization and dashboard providers, which means signing multiple
solutions with a wide variety of highly agreements and establishing multiple data
DataMarket account, and customizable visualizations for dashboard feeds that may use different formats.
they’re ready to get the projects which take advantage of the Although common, this approach can be
Microsoft .NET Framework, the Microsoft cumbersome and expensive to implement,
specific data that they Silverlight development platform, and with high IT support requirements,
Microsoft SharePoint technology. A especially if several information providers
need. This will result in Windows Azure early adopter, are used. JumboAnalysisTM sought a
significant savings, BusinessIntelligenze is awarded India’s 15- simpler, more cost-effective approach that
Most Promising Start-Ups – 2011 at Proto. would centralize and standardize external
especially for companies data sources and easily combine them with
By using JumboAnalysisTM Dashboard customers’ internal data to provide KPIs in
that would otherwise Solution, companies can create business the proper context.
make several large dashboards based on data stored in
databases such as Microsoft SQL Server. Solution
business-to-business These dashboards display key performance JumboAnalysisTM support DataMarket
indicators (KPIs), providing valuable (apart of Windows Azure Marketplace), by
data purchases.” business intelligence (BI) without requiring having required upgrade in Dashboard
users to have IT expertise. The product is software to support it. DataMarket is an
designed to accommodate businesses of information marketplace within the
any size operating in any market. Windows Azure platform that brings data,
imagery, and real-time web services from
JumboAnalysisTM is a one-stop shop for leading commercial data providers and
bringing in data from various systems, authoritative public data sources together
building business models, and finding KPIs, into a single location, under a unified
Through a simple drag-and-drop interface, provisioning and billing framework.
a fairly sophisticated business user—
without development experience—can turn There are number of services that provide
raw data into a useful dashboard in about specialized data for just, say, weather,
four steps. It’s self-service BI. commodity prices, or a specific vertical
market. We chose DataMarket because
As successful as Dashboard has been, there’s no other service that provides as
BusinessIntelligenze wanted to improve to broad a spectrum of data, and it’s only
address a BI need that has been going to get larger. Another advantage is
traditionally difficult: contextualizing the the set of DataMarket APIs that make
customer’s internal BI data by comparing it development and data access simple.
with data from outside the enterprise. A KPI Creating a prototype of Dashboard that
without proper context is meaningless, you was capable of incorporating DataMarket
can use your BI system to gather internal data required only two weeks to produce.
data and determine if you’re meeting your
goals, but if you don’t have the ability to The Dashboard user interface is built using
combine the data with outside information, the Microsoft Silverlight 4 plug-in. The back
and then your goals may not be end is powered by the Microsoft .NET
contextually sound. Framework and relies on Microsoft SQL
Server 2008 for its underlying relational

3. DataMarket access to be available in winter
2011.
Benefits
With the updated version of Jumbo
Dashboard, customers can use information
from DataMarket to contextualize KPIs for
better business intelligence. Developing
Dashboard with DataMarket access was
easy for JumboAnalysisTM, and modifying
dashboards to include any type of
DataMarket information is easy for
customers, saving them time and money.
Additionally, by supporting DataMarket,
JumboAnalysisTM gains a competitive
advantage over other digital dashboard
providers and expects to open new
business opportunities and expand the
company’s customer base.
Enhances Business Intelligence to
Figure 1. By using database stores. We went with SQL Server Promote Customer Growth
JumboAnalysisTM Dashboard, for the data stores because we have a lot of Using JumboAnalysisTM Dashboard with
companies can combine expertise in it, and it is the most robust DataMarket, customers can improve
data from a variety of database that we know for the job, business intelligence by taking advantage
internal sources along with however, in the future, we expect to take of easily managed, reliable external data
advantage of SQL Azure as well. that puts their KPIs into better context.
DataMarket information.
Before the advent of DataMarket,
Using a built connector, customers can companies were able to provide context for
access a variety of data through Dashboard their internal data, but the process was
by using their DataMarket credentials. disjointed and cumbersome, and required
There’s actually no repetition in terms of specialized IT development. Now, with the
development for customers to acquire combination of DataMarket and
more data, as there would be if we were Dashboard, it’s a trivial task.
dealing with multiple third-party providers
and data feeds. In addition to DataMarket, Context is enhanced by the reliability of
Dashboard interoperates with many DataMarket information; the data provided
databases and data repository products through DataMarket is vetted. Although
that customers may have deployed in their many providers do provide high-quality
IT environment, such as SQL Server, MySQL, data, some don’t. Without a service such as
Oracle, Visual FoxPro, and SharePoint lists DataMarket in place, there is a risk of
(see Figure 1). A dashboard also can be businesses adding inaccurate data to their
modified through an API to interoperate dashboards. With DataMarket being such a
with custom data sources. reliable source, we’re able to provide
meaningful context that few other
JumboAnalysisTM Dashboard expects the dashboard providers offer at this time. That,
newest version of Dashboard with in turn, means our customers have the

4. “If a customer is contextualized KPIs that they need to give otherwise make several large business-to-
them strategic insight and help them make business data purchases.
comparing better business decisions.
Not only would the previous approach be
JumboAnalysisTM Reduces Development Time and Effort expensive, but it would also waste data
Dashboard with a DataMarket uses a Representational State management resources. Without
Transfer (REST)–based model for DataMarket, customers would end up
competing product that consuming services across the content buying a lot of data from multiple providers
catalog and offers data views in tabular that they don’t need—data that has to be
does not use Data form or as Open Data Protocol (OData) protected, managed, and backed up, even
Market, we immediately feeds. Without having a standard in place, if they never use it.
we’d be forced to write all kinds of web
have an edge thanks to services and retrieval mechanisms to get The cloud-based nature of the Windows
data from the right places and put it into Azure platform, in general, and of
the vast additional the proper format for processing. However, DataMarket in particular, saves hardware
resources that Data Microsoft has designed the DataMarket and maintenance costs. After we go to a
APIs with OData to make it easy to customer site and set up servers and
Market provides. consume data in a broad array of dashboards, connecting to DataMarket in
applications—desktop applications, web the cloud is a minor exercise. We don’t
applications, services, and so on—and they have to bring in any additional hardware.
can be written in any sort of programming When customers purchase data from third-
environment. party sources, they usually have to invest in
more hardware to store all the information.
For Dashboard, the integration process However, because DataMarket operates in
with DataMarket is just a function call to the cloud, that hardware need disappears,
get data, rather having to write procedures and customers save money.
for data access, optimization, and filtering.
With its consistent APIs, DataMarket Helps Expand Business, Provides a
becomes a simple tool that makes Competitive Edge
development very easy for our JumboAnalysisTM is one of the first
programmers and has saved us at least companies to include DataMarket in a
weeks and probably months of dashboard application, giving the solution
development time. provider a major advantage over its
competitors. If a customer is comparing
Lowers Data Acquisition and JumboAnalysisTM Dashboard with a
Management Costs competing product that does not use
With DataMarket, Jumbo customers benefit DataMarket, we immediately have an edge
from a simple, cost-effective subscription thanks to the vast additional resources that
model that’s easy to manage. Before, DataMarket provides.
customers would have to resort to having
multiple license agreements with different
providers. Now, our customers just create a
single DataMarket account, and they’re
ready to get the specific data that they
need. This will result in significant savings,
especially for companies that would

5. value proposittions that customers can
really apprecia We’re thrille with the
ate. ed
work that we’v done with Da
ve ataMarket so
far and very ex
xcited to have it as a part of
t
our Dashboard solution.”
d
Figure 2. Finished
dashboar can combin
rds ne Because DataMa
B arket makes it eeasy for
many diffferent graphical JumboAnalysisTM to include vita external
J M
al
elements to help users make data sources in its Dashboard p
d product, the
strategic business decis
sions. company can fo
c ocus more of its time and
labour resources on expanding the
s
business. Custom
b mers often expe us to
ect
offer analysis services in additio to pure
o on
data visualizatio which in the past we did
d on,
not
n have the res sources to provide. With
DataMarket, we’re now in a pos
D sition to
offer this additio
o onal level of serv
vice, which
will
w help us expa our customer base and
and
increase revenue e.
Summarizing the benefits of Da
S ataMarket,
We
W can build ne dashboards f a
ew for
customer once, and they can be easily
c e
improved as the DataMarket da catalog
e ata
continues to gai depth. We can integrate
c in
additional KPI co
a ontext into exist
ting
dashboards with a few mouse c
d h clicks, versus
the
t old approach of reengineer ring the
system. And we will increasingly be able to
s y
help customers analyze and act on the
h t
improved busine intelligence. Those are
ess .

6. For More Information Windows Azure Platform platform.
For more information about Microsoft The Windows Azure platform provides an
products and services, call the Microsoft excellent foundation for expanding online To learn more, visit:
Sales Information Center at (800) 426- product and service offerings. The https://datamarket.azure.com
9400. Customers who are deaf or hard- components include:
of-hearing can reach Microsoft text • Microsoft SQL Azure. Microsoft SQL
telephone (TTY/TDD) services at (800) Azure offers the first cloud-based
892-5234 in the United States or (905) relational and self-managed database
568-9641 in Canada. Outside the 50 service built on Microsoft SQL Server
United States and Canada, please contact technologies.
your local Microsoft subsidiary. To access • Windows Azure. Windows Azure is
information using the World Wide Web, the development, service hosting, and
go to: service management environment for
www.microsoft.com the Windows Azure platform. Windows
Azure provides developers with on-
For more information about demand compute, storage, and
BusinessIntelligenze solutions and bandwidth, and a content distribution
services, visit the website at: network to host, scale, and manages
www.businessintelligenze.com web applications through Microsoft
data centers.
• Windows Azure AppFabric. With
Windows Azure AppFabric, developers
can build and manage applications
more easily both on-premises and in
the cloud.
– AppFabric Service Bus connects
services and applications across
network boundaries to help
developers build distributed
applications.
– AppFabric Access Control provides
federated, claims-based access control
for REST web services.
• Windows Azure Marketplace
DataMarket.Developers and
information workers can use the new
service DataMarket to easily discover,
purchase, and manage premium data
subscriptions in the Windows Azure
Software and Services • Technologies
• Windows Azure Platform − Microsoft .NET Framework
− Windows Azure Marketplace − Microsoft Silverlight
DataMarket
• Microsoft Server Product Portfolio
− Microsoft SQL Server 2008
This case study is for informational purposes only.
MICROSOFT MAKES NO WARRANTIES, EXPRESS OR
IMPLIED, IN THIS SUMMARY.