Pivotal CRM - Analytics
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Analytics applications are designed to measure, predict, and optimize business performance; they are used to analyze specific data related to particular aspects of a business. This paper discusses......

Analytics applications are designed to measure, predict, and optimize business performance; they are used to analyze specific data related to particular aspects of a business. This paper discusses how Pivotal CRM Analytics can help companies across a range of industries improve their effectiveness through practical, low-cost CRM analytics applications.

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  • 1. W H I T E P A P E RPractical CRM AnalyticsBusiness Insight You Can Use Executive Summary Analytics applications are designed to measure, predict, and optimize business performance; they are used to analyze specific data related to particular aspects of a business. Through analytics applications, analysts, managers, and executives have the information they require to identify trends and anomalies to better understand —and act upon—specific business conditions. This paper discusses how Pivotal CRM Analytics can help companies across a range of industries improve their effectiveness through practical, low-cost CRM analytics applications. Traditionally too costly, time-consuming, and complex for all but the largest companies, analytics is now accessible to companies of all sizes.
  • 2. Analytics applications are designed to measure, interconnected spreadsheets, static reports, and predict, and optimize business performance; scattered data sources. However, these homegrown they are used to analyze specific data related to solutions stretch IT resources beyond capacity—and particular aspects of a business. Through analytics they rarely enable users to truly analyze information. applications, analysts, managers, and executives have the information they require to identify trends Companies seeking quick results, predictable costs, and anomalies to better understand—and act and an opportunity to leverage existing resources upon—specific business conditions. and familiar tools need a better solution. In contrast to the traditional reporting tools widely This paper discusses how Pivotal CRM Analytics can used today, analytics solutions are well suited to help companies across a range of industries real-time and ad hoc decision support. They offer improve their effectiveness through practical, complex information in an easy-to-understand low-cost CRM analytics applications. Traditionally format. Agile businesses can take advantage of too costly, time-consuming, and complex for all but these capabilities to explore information at will; the largest companies, analytics is now accessible with an analytics solution, managers have an to companies of all sizes. effective tool for measuring results and meeting business goals. Reporting Versus Analytics: How They Differ“ The largest barrier to business intelligence deployment is a lack of user skills and The ability to track sales trends, expenses, growth, and other key metrics is vital to the success of any sales & marketing organization. While reporting can provide knowledge of best practices, according to a snapshot of the required key performance indicators at Gartner, Inc.…Large enterprises will need three any point in time, managers, VPs, and directors require a deeper level of functionality—the ability to interact with times as many business intelligence personnel the data to find out “why” and “how.” This enables them to in 2008 as they did in 2004. The second largest monitor the health of the company dependably over time to quickly spot declining profitability and eroding market barrier to business intelligence is the high total share, and facilitate rapid responses to new opportunities. ” cost of ownership (TCO). DM Review.com Online News The Essence of Reporting March 2005 Reporting applications present a detailed view of a business situation by extracting data from database tables and presenting them in a report. These reports It’s no secret, however, that only the largest often involve sophisticated formatting and they are companies—those with deep pockets and based on the relational data model. substantial resources—can afford the time and cost usually required for large-scale data Reporting lets users validate anomalies or trends that are already known by “drilling down” into subsets of data warehousing and analytics projects. When smaller contained in a report. Reports are static presentations of businesses attempt to implement “light” versions data, so they do not enable users to analyze or model of analytics systems designed for mammoth data to identify potential trends or anomalies. Because of enterprises, their experiences are often marred this, reporting cannot be used to study historical data for by unnecessary complexity and disappointing developing trends; it cannot be used to analyze data to results. These systems are usually too complex for judge whether or not an action is required. the average user, and too unwieldy for modestly sized IT departments to implement and support Individual reports are created to present the state of existing information; it is up to users to interpret and appropriately. And the time-to-benefit is far too long. derive meaningful information from them. Reporting is also an iterative process. A lot of manual effort goes Frustrated by the barriers of cost and limited into the preparation of data in order to display a report resources, many enterprises are forced to build in a pre-determined format. their own makeshift analytics applications based on Pivotal CRM | White Paper 1
  • 3. OLAP: The Technology Behind AnalyticsIn the past, the bulk of investment in corporate computing was in business departments that generatedor captured data, such as accounting, order processing, manufacturing, and customer information.Data warehousing developed out of a need to add value to this data by collecting, cleansing, and siftingdata from a variety of operational systems and making the resulting information available to a wideaudience of end users for analysis and reporting.Today, organizations are investing in applications and technologies that deliver additional value from thiscollected data. Most information in a relational data warehouse is too arcane or unwieldy for the averagebusiness user. Advanced query tools hide the database complexity to some degree, but for a largeclass of applications where the end user is viewing multi-dimensional data, Online Analytical Processing(OLAP) technology provides a better solution.The OLAP Data ModelIn the OLAP data model, information is viewed conceptually as cubes, which consist of quantitativevalues (measures) and descriptive categories (dimensions). For example, typical measures couldinclude dollar sales, unit sales, and inventory; typical dimensions could include time, geography, andproduct. Within each dimension, data can be organized into a hierarchy that represents levels of detailin the data. A time dimension, for example, could include levels for years, months, and days. Themulti-dimensional data model makes it simple for users to formulate complex queries, arrange dataon a report, switch from summary to detailed data, and filter or slice data into subsets.OLAP applications deliver information to end users by preparing some computed values in advance,rather than at execution time. The combination of easy navigation and fast performance lets endusers view and analyze data more quickly and efficiently than is possible with relational databasetechnology alone.OLAP Analysis CapabilitiesOLAP tools were first used for specialized financial applications, such as budgeting, forecasting,and reporting. Today, OLAP technology is being used to accelerate analysis and decision-makingfor business-critical applications throughout the enterprise, such as enterprise resource planning,manufacturing, supply chain management, and now customer relationship management (CRM).Through OLAP technology, business users can explore different views of data by “slicing and dicing”or manipulating OLAP cubes on the fly through a process called multi-dimensional analysis. Throughmulti-dimensional analysis, users can discover trends and relationships in data that might not beobvious at first glance. And, of course, this means that it is possible to gain insight into certain aspectsof a business in order to make more effective decisions.OLAP for the Mid-sized EnterpriseHistorically, OLAP server technology has been tightly linked to proprietary client technology, meaningthat companies have had little choice in their selection of mixed, best-of-breed products. This restrictionhas led to high implementation costs and often inadequate choices for applications that require bothclient/server and Web-based OLAP analysis capabilities. However, the cost and availability of OLAPtechnology is no longer a barrier to deployment.Microsoft’s OLE DB for OLAP (ODBO) open standard makes it possible for OLAP data stores fromdifferent vendors to communicate consistently with a growing number of front-end analysis tools andOLAP server products. Businesses now have the opportunity to build integrated solutions by combiningbest-of-breed products. ODBO provides an ideal way to access third-party analysis applications directlywithout having to change a system’s architecture. Pivotal CRM | White Paper 2
  • 4. Very little flexibility exists in the reporting process, which Managers can use analytics applications to exploreoften results in considerable delays between decisions. and navigate data by dimensions, which provides aFurthermore, reporting is driven from a relational “big-picture view” of a business situation. They can view,database. Information from alternative data sources investigate, and act upon potentially unknown anomaliesis not available, limiting the scope of the results reports and trends presented visually through front-end viewerscan present. such as Microsoft® Excel. Analytics can also be used to measure currentThe Essence of Analytics performance against some historical baseline. ThisRelational databases store entities in discrete tables; capability enables managers to align the informationthis structure is good for operational databases, but for provided through a daily monitoring process withcomplex multi-table queries it is relatively slow. Analytics corporate or departmental objectives. The results ofapplications, on the other hand, are made possible multi-dimensional analysis can be displayed in athrough the multi-dimensional OLAP data model. The dashboard or portal to represent the outcome ofadvantage of using OLAP to answer queries is speed. analyzing a particular problem.In most businesses, managers operate either fromthe position of knowing a problem exists and needing Criteria for a Practical CRMto articulate a solution, or of not being certain wherethe problem is and needing to find it before they can Analytics Solutiondetermine a solution. Analytics is effective in both of Improving operational efficiency, increasingthese situations. competitiveness, growing revenues—these are issues for any business, regardless of size or resources. The Figure 1: Pivotal CRM Analytics is composed of many building blocks. Featuring a pre-defined process for building a custom BI solution, including pre-configured data structures and processing logic, organizations can create a prototype in days, not months. Pivotal CRM | White Paper 3
  • 5. appropriate tools for attaining these goals, however, skills required to make the most of the technology. When do differ by company. Unless a business has high risk necessary, it is also easier to find external resources with tolerance, boundless resources, and a willingness to these skill sets than it is to find equivalent resources for wait years before seeing a return on investment, it needs more complex proprietary technologies. analytics software better suited to its project timelines and financial resources. Practical businesses need software Flexibility and Interoperability. It is essential that an that works as promised, is easy to use, and demonstrates analytics solution be built on open standards to allow measurable results within weeks or months—not years. the business to choose third-party viewers and tools that connect to the underlying platform without the need for Enterprises seeking a practical end-to-end analytics specialized resources. solution should search out a system that meets the following criteria: Industry-Specific Functionality. In order to deliver results out of the box, a practical analytics solution should be Quick Results. Companies that don’t have the budget able to address the needs of various industries. Each for multi-year projects need sensible solutions that can analytics solution differs according to its application. be up and running with a minimum of customization, and Business-specific issues for financial services, for example, achieving tangible results within weeks of implementation. are not the same as those for manufacturing or healthcare. It is also important for an analytics solution to have specific Modular Design. Analytics solutions that can be built capabilities for different business functions, such as sales incrementally make it possible for organizations to realize and marketing. immediate benefits while planning for growth at the same time. A modular system is built to adapt as a business changes. Pivotal CRM Analytics Predictable and Tolerable Costs. The total cost of CRM analytics are a necessity for any successful ownership (TCO) is a critical measurement of how company, regardless of size. Pivotal CRM Analytics is an well an analytics solution matches the resources of an open, flexible, low-risk business intelligence solution for organization. TCO calculations include realistic estimates enterprises that want practical analysis capabilities that of how much the system will cost to acquire, implement, give them insight they can act on. It provides new levels customize, and maintain. After implementation, costs of information richness and usability to professionals can shift disproportionately to support and maintenance. throughout the enterprise and in the field. All users, Ballooning costs can undo the advantages of having from sales executives to front-line personnel, can an analytics solution in the first place. It is essential to get up-to-the-moment and complete insight that’s know about this possibility up front—before committing personalized, relevant, and usable. to any project. Built on Microsoft’s integrated business intelligence (BI) platform, Pivotal CRM Analytics is packaged with“ The value of any analysis or analytics comes from its application to specific business the data mart schema, data integration, and extraction, transformation, and loading (ETL) routines required to quickly implement a solution and realize benefits immediately. Featuring the flexibility of a business problems, which requires customization, but intelligence (BI) tool framework, combined with the which can and should be developed around usability of a pre-packaged analytics application, Pivotal CRM Analytics delivers a cost-effective solution for standardized technology building blocks, deploying and customizing a decision- [according to] Chris Selland, vice president of support system. ” sell-side research at the Aberdeen Group. Richer Business Insight Kelly Shermach “BI Analytics: Beyond the Hype.” Pivotal CRM Analytics solutions are pre-built solutions that CRMBuyer.com, October 2004 can integrate data from multiple sources. Through the SmartPortal, users receive information relevant to their Available Resources and Familiar Tools. Few role and needs. The applications are supported by enterprises can afford expensive, specialized IT a mission-critical architecture: it enables businesses resources. Analytics solutions built on established, to apply multi-dimensional analysis capabilities to familiar technologies such as Microsoft SQL Server take operational CRM data through Microsoft SQL Server advantage of an organization’s current IT infrastructure. Analysis Services. Microsoft SQL Server provides an It’s more likely that existing IT staff will already have the interoperable, industry-standard OLAP platform, which lowers the risk and TCO for CRM analytics. Pivotal CRM | White Paper 4
  • 6. Organization-Wide Availability SQL Server 2000 and Windows Server 2003 also deliver enterprise-class reliability. Failover clustering, Enterprise analytics solutions often require significant log shipping, and server-less snapshot backups (with investments in both license fees and specialized appropriate hardware) help organizations make certain implementation teams. What many organizations fail that essential performance indicators are available when to realize, however, is that the biggest cost of any they’re needed. Customers can improve performance of CRM-integrated analytics solution is likely to be incurred large-scale database applications, such as data analysis after implementation. and warehousing solutions or large, complex OLAP analyses, at a lower cost than with more proprietary In contrast, Pivotal CRM Analytics for Sales, for example, hardware solutions. provides key sales and opportunity insight out-of-the-box, along with the ability to cost-effectively tailor the solution Finally, SQL Server 2000 and Windows Server 2003 to specific business needs, lowering post-implementation have proven faster and easier to deploy than comparable costs. Dashboards and alerts are individually customizable, alternatives. By leveraging familiar desktop and server- so that each professional gets the information needed to based Microsoft products, this platform does not require achieve increased performance. a large initial investment in hardware or software—which means that you can achieve business value faster. Lower Infrastructure Costs Based on the market-leading Microsoft BI platform, Pivotal The Microsoft Business CRM Analytics also dramatically reduces infrastructure costs. Businesses can leverage in-house Microsoft Intelligence Platform programming resources and Microsoft SQL Server A business intelligence solution helps organizations gain database skills to implement, maintain, and update their insight, which leads to better, faster, and more relevant analytics solution, enabling them to quickly assemble a business decisions. The data management capabilities of pre-defined, Microsoft SQL Server combined with the Microsoft Office end-to-end solution—including ETL routines, data mart System, including Microsoft Excel, makes it possible to schema, and reports—in build an end-to-end business intelligence solution that is weeks. both comprehensive and cost-effective, turning corporateMicrosoft BI Platform data into useful information that facilitates better, timelierAdvantages: Faster, Easier business decisions.Increased productivity. MicrosoftBI solutions provide time-saving Implementation The Microsoft BI platform is primarily made up of twocapabilities that enable information Pivotal CRM Analytics components, Microsoft SQL Server and the Microsoftworkers to make better decisions faster. provides all of the technology Office productivity suite. SQL Server provides the back-Best economy. Seamless integration necessary to provide rich, end analytics engine used for staging and warehousing,with SQL Server, Windows® Server timely insights. With the while Office System productivity tools offer a rich andsystem, and the Office System helps ability to integrate quickly with simplified user interface. Together, they represent aorganizations control costs and speed major enterprise applications, familiar infrastructure for building analytics on thedeployment. including ERP systems, Microsoft BI platform.Dependability. Enables reliable organizations can avoid thenear-real-time response to changing lengthy time requirements Microsoft’s BI technology platform helps extend a widebusiness conditions. and high costs of deploying variety of third-party applications across vertical industriesFamiliar tools. Leverages existing traditional business and throughout organizations. The Pivotal CRM teamsystems and skills to quickly gain intelligence systems. This brings value to existing investments in the Microsoftinsights into the health of a business enables faster deployment, platform by incorporating Microsoft BI technology intowith easy-to-use tools. with lower risks and better Pivotal CRM Analytics, delivering seamless analysis and business results. reporting on underlying data. Together, the Pivotal CRM team and Microsoft deliver: Scalable, Reliable, Secure Platform SQL Server 2000 Optimization. Pivotal CRM Analytics Microsoft SQL Server 2000 Enterprise Edition and the is tuned to access the full capabilities of SQL Server. Microsoft Windows Server™ 2003 operating system provide the most powerful and cost-effective platform from SQL Server provides several tools for data storage which to operate Pivotal CRM Analytics. SQL Server 2000 and analytics, including a relational database engine, Enterprise Edition provides a scalable data platform with data transformation services, and analysis services to tools to help companies intelligently analyze large data handle even complex business intelligence inquiries. quantities, and supports multi-terabyte data warehouses and thousands of concurrent users worldwide. Pivotal CRM | White Paper 5
  • 7. SQL Server 2000 Data Transformation Services. Microsoft Access, and Microsoft Excel installed, OWC Microsoft SQL Server 2000 includes a very powerful, allows users to publish interactive data as part of a Web easy-to-use, graphical ETL tool: Data Transformation page. Using Microsoft Internet Explorer version 4.01 or Services (DTS). With DTS, Microsoft gives SQL Server later, OWC allows them to view a published control (i.e., 2000 the power to import, export, and transform data from spreadsheet, pivot table, chart, or database) on a Web disparate sources into single or multiple destinations. Sets page; with Internet Explorer version 5 or later, OWC allows of tasks, workflows, and constraints can be collected as users to view data-access pages. DTS packages and scheduled to run periodically or when a certain event occurs. Practical Analytics Means Analysis Services Support. Pivotal CRM Analytics fully leverages Analysis Services to provide connectivity to Analytics for Everyone Online Analytical Processing (OLAP) data sources. SQL Most analytics solutions are aimed squarely at analysts, Server 2000 Analysis Services is a server product that who tend to focus on tactical and strategic decisions that provides a set of integrated data-mining features. It influence business performance. But at the operational enables business analysts and application developers level, end users are often overwhelmed by the sheer to easily build multi-dimensional cubes, organizes data volume of data associated with the task at hand, and they from a data warehouse into cubes with pre-calculated rarely have the time or tools to digest it properly. In the aggregation data, and provides application programs absence of business intelligence, users continue to make with access to the cubes. thousands of uninformed decisions, none of which are very strategic, but all of which are extremely important“ Microsoft leverages its installed base of customers by integrating with the Microsoft to customer satisfaction, retention, and (ultimately) long-term profitability. The traditional tendency to make business intelligence Office System. Let no one doubt that Microsoft available only to executives, middle managers, and ” Excel is the leading BI tool used today. professional analysts has ignored the decision-support needs of users such as customer service reps, sales Rick Sherman reps, and account managers—until now. Pivotal CRM “BI Briefs: Business Intelligence Vendor Trends for 2005” Analytics helps all types of decision-makers understand DM Review.com, February 2005 customer buying patterns, identify sales and profit growth opportunities, and improve overall decision-making: Microsoft Office System Integration. Pivotal CRM Analytics offers seamless integration with Microsoft Office Analysts. Whether they require a powerful visualization System applications. Office System technologies like tool or want to employ their favorite BI viewer, Pivotal CRM Excel 2003, SharePoint Portal Server, and Office Web Analytics provides these sophisticated power users with Components provide employees with rapid, real-time the multi-dimensional analytics they require to be able to access to BI data. For example, Microsoft Excel can be effectively slice and dice, drill down, and discover trends linked to Pivotal CRM Analytics for dynamic updates as and anomalies in data. corporate data changes, without requiring users to have extensive training. Managers. Pivotal CRM Analytics provides the key capabilities managers need to answer common sales Microsoft Excel includes PivotTable Service, which lets and marketing questions: analysts connect to Analysis Services databases. Pivot tables and pivot charts can easily be created within Excel • How can I improve my win/loss ratio? by simply pointing to a data source, without writing code. • How can I improve individual sales rep performance? Office Web Components (OWC) Support. For many • How can I forecast more accurately? applications that use complex data, graphing is an • How can I keep expenses down? indispensable tool for providing a consolidated view • How satisfied are my customers? of the data. Pivotal CRM Analytics uses Microsoft Office Web Components (OWC) to build graphs on-the-fly in • How can I improve customer loyalty? Web applications. • How effective are my channel partners? OWC is a collection of Component Object Model (COM) • How can I improve market share? controls for publishing and viewing spreadsheets, Additionally, Pivotal CRM Analytics allows the creation of charts, databases, and data access pages on the Web. personalized dashboards directly within its SmartPortal With Pivotal CRM Analytics and Microsoft FrontPage,® for managers who prefer to interact with rolled-up, summarized data. Pivotal CRM | White Paper 6
  • 8. Standard Users. These information consumers prefer For example, through the Pivotal CRM SmartPortalMicrosoft Excel as their viewer of choice. Pivotal CRM Dashboard, the sales director can create an analysisAnalytics enables IT staff to manage and control secure, report, tracking opportunity value versus booked revenuepersistent data connections to deliver the data directly by region, product, source, and time. In doing so, theywithin Excel. Excel pivot tables and charts can also quickly notices that sales have declined for a specificbe embedded into the Pivotal CRM SmartPortal via product across all regions. Supporting detail reveals itselfintegration with Microsoft Office Web Components. When as they drill down into specific prospect names, cities,preferred, viewers offered by other third-party vendors can and sales reps.also be connected to the Pivotal CRM Analytics solution. They learn that there is a disproportionate number ofIn addition, where companies already have a data opportunities in a particular region assigned to specificwarehouse in place, Pivotal CRM Analytics’ packaged sales reps. The verdict? The region in question isextract, transform, and load routines can facilitate possibly understaffed or the reps are ineffective. Withintegration of Pivotal CRM data. No other CRM vendor’s that information, they can act immediately by changingdecision-support solution offers the same flexibility of the account management and territory assignment rules,deployment and an open, agnostic front-end that can and then investigate whether there are any people issuesaccommodate both sophisticated and unsophisticated to address.users, as well as existing technology. The Marketing VPPivotal CRM Analytics in Action A marketing VP is thrown a handful of crucial issues that need immediate action: declining market share, ineffectiveThe Sales VP new product introductions and promotions, high client dissatisfaction, difficulty positioning new products andA sales VP deals with a range of issues: falling short on services, an inability to get new products to marketsales forecasts, increasing sales expenses, declining quickly, and poor access to relevant market data. Wherecustomer satisfaction, ineffective sales reps, inaccurate do they even start? With a Pivotal CRM Analytics solution,forecasting, and difficulty monitoring sales trends. With they can quickly view the relationship between businessa Pivotal CRM Analytics solution, the sales VP can track, dimensions to uncover anomalies. Then they can leadmeasure, and understand key performance indicators targeted campaigns based on history, trends, buying(KPIs). It becomes possible to keep a “scorecard” to habits, and inventory levels.drive the sales organization. It also becomes possible toscan aggregate data for trends and patterns that reveal For example, through a Marketing Dashboard, they cannew opportunities. monitor campaign performance relative to forecast and budget to analyze trends. Non-performing campaignsFor example, through a Pivotal CRM SmartPortal with a particular offer show up immediately, and help toDashboard, the sales VP might notice that “sales lost for determine which programs need to be adjusted as soonprice” is increasing. He or she drills down on the measure as possible and in what priority. They can now ask aand selects the “by product interest” dimension to gain business analyst to create new, targeted campaigns withinsight into which products were lost due to price, and a clearer sense of what results are needed and why.what a “winning” customer profile looks like. They learnthat deals for a particular high-end product were lostprimarily for price reasons, but that winning customers The Business Analysttend to be from the high-tech manufacturing sector. A business analyst has trouble analyzing data inBased on this insight, they implement a program to a business context due to poor access to the relevantidentify the customer’s industry type earlier in the sales pieces of information. It exists, but where and how docycle, so that pricing can be differentiated accordingly. they get it? First and foremost, they need a business view of the data to perform both “what if” analysis, andThe Sales Director pattern identification. A Pivotal CRM Analytics solution provides these capabilities.Sales directors need to manage the businessperformance of their teams and ensure execution on For example, let’s suppose the business analyst’sbusiness strategies. What challenges often arise? immediate goal is to segment customers to create theDifficulty forecasting sales accurately and identifying audience list for an upcoming marketing campaign.ineffective sellers on the team. A Pivotal CRM Analytics They can use the analytics application to monitorsolution makes it possible for the sales director to monitor information according to current customer segmentation.sales forecasts and analyze the performance of each With a view into opportunities by campaign, industry,sales rep in relation to these forecasts, to uncover top won and lost deals, cycle time, and top ten customers,performers and underperformers. their analysis is now straightforward. They discover which Pivotal CRM | White Paper 7
  • 9. campaigns are more successful than others and provides Data Warehouse: A database designed to supportthe marketing VP with the best, most targeted list of decision-making in organizations. It is batch-updatedprospects for that campaign, with the confidence that and structured for rapid online queries and managerialthe success rates will rise. summaries. A data warehouse is a subject-oriented, integrated, time-variant, non-volatile collection of dataConclusion used to support managerial decision-making processes.A CRM analytics solution is a powerful tool for exploring Extraction, Transformation, and Loading (ETL): Refersand navigating data by dimensions to provide a “big- to the methods involved in accessing and manipulatingpicture view” of a business situation. Analysis of customer source data and loading it into a data warehouse. Thedata makes it possible to view, investigate, and act upon order in which these processes are performed varies.potentially unknown anomalies and trends, leading tosmarter, more informed decision-making. Multi-Dimensional Analysis: A process of analyzing data in which the data is grouped into two basic categories: dataHowever, most enterprises do not have the resources, dimensions and measurements. Multi-dimensional analysistolerance for risk, or willingness to wait years before supports the ability to execute queries that summarize dataseeing a return on their investment in an analytics solution. across one or more nested, logical groups.These organizations need software better suited to theirproject timelines and financial resources—software that Multi-Dimensional Database: A database that capturesdelivers on its promises, is easy to use, and demonstrates and presents data as arrays that can be arrangedmeasurable results quickly. in multiple dimensions. These arrays of values (usually numeric) are “dimensioned” by the database.Pivotal CRM Analytics solutions are designed for practical Multi-dimensional views of data are especially powerfulbusinesses that want insightful decision support, for analytical OLAP applications.without committing to major expenditures and years ofimplementation, and customization. Built around the Online Analytical Processing (OLAP): Software forcriteria of quick results, modular design, predictable manipulating multi-dimensional data stored in a dataand tolerable costs, capitalizing on available resources warehouse. OLAP software can create various viewsand familiar tools, flexibility and interoperability, and and representations of the data; data analysis mayindustry-specific functionality, the Pivotal CRM team include pre-defined descriptive statistics, user-defineddelivers practical CRM analytics solutions for today’s queries executed against the data, or customized,agile enterprise. data-driven models. OLAP Cube: A multi-dimensional set of data created from operational data. The number of possible aggregationsAnalytics Glossary in an OLAP cube is determined by every possible way that the original data can be linked hierarchically. Due toAnalytics: Application software designed to measure, the potential number of aggregations to be calculated,predict, and optimize business performance. Analytics a pre-determined number are fully calculated while theapplications structure and automate groups of tasks remainder are solved when demanded.related to optimizing business operations or discoveringbusiness opportunities. They function independently of Report and Query Tools: Software tools thatcore transactional systems, integrate data from multiple produce tabular lists of information from data storedsources, and support a time-based dimension for in a relational database.analyzing trends.Business Intelligence (BI): An umbrella term introducedby Howard Dresner of the Gartner Group in 1989 todescribe a set of concepts and methods to improvebusiness decision-making by using fact-based decision-support systems.Learn More About Pivotal CRMTo learn more about how Pivotal CRM can help your organizations unique needs, call us at +1 877-PIVOTAL (+1 877-748-6825)or visit us at http://www.pivotal.com.Copyright © CDC Software 2007. All rights reserved. The CDC Software logo and Pivotal CRM logo are registered trademarks and/or trademarks of CDC Software.