Innovative approach for reporting and analysis to reduced analytical and IT resources at world's largest bank amidst chaotic, seismic change. Deploying information set (content) delivery with flexible, interactive analysis tools (in this case QlikView from QlikTech). Walk through tips of how business analyst survived and succeeded. National Center for Database Marketing Client X Client Case Study Presentation. NCDM presentation December 2008.

1. World’s Largest Financial Company Solution: 10X the Work at 1/10 the Cost © 2008 All rights reserved. ClientXClient 888.892.7939 SESSION WEDNESDAY: 11:15 – 12:30 Sanibel Michael R. Hoffman, CEO CLIENT x CLIENT 908.350.3012

3. Our Story Starts: 9:00 am 12/1/2006

4. Summary Current responsibilities include leading Marketplace Strategies & Insights team, part of the Liabilities, Segment and Marketplace Decision Management group which matrixes to our Global Decision Management organization. Key responsibilities include: - Develop Marketplace Strategies and Recommendations - Provide comprehensive Competitive Intelligence and Insights - Produce and Deliver Insights deliverables on a monthly and weekly basis - Deploy new dashboard technologies to rapidly distribute information Past responsibilities at Citibank include leading the Marketing Business Intelligence and Reporting team to automate delivery of insights to Citibank's marketing team. Specialties Negotiations, Leveraging, Business Intelligence, Strategic Planning, Competitive Intelligence, Database Marketing and Innovation. Experience Senior Vice President, Decision Management Public Company; 10,001 or more employees; C; Banking industry November 2007 – Present (1 year 2 months) Business Analysis Director, Manager of Marketplace Strategies & Insights for bank. Promoted to Senior Vice President in May 2008. Vice President, Marketing Strategy & Analysis Public Company; 10,001 or more employees; C; Banking industry September 2006 – November 2007 (1 year 3 months) Managed Business Intelligence and Reporting for the Marketing Team. Manage, automate and develop new processes to deliver and deploy customer information including deployment of new BI Dashboard Technologies. Group folded into Decision Management in late 2007. Speaking on Behalf of Client – Here is a snippet about him: (Linked -In Excerpt)

5. The Story Starts Here Lower Indicators Volume by Price

7. Financial Services – Crisis. “It’s not just us” Information Demand Grows at Executive Level – Less Layers, Less Staff, Less Time

8. Crisis. Not Just Financial Upper Indicators Russell 2000 Nasdaq Dow Financial

9. Back to Our Story 9:00 am 12/1/2006

10. Today: 6:30 am Start at Home

11. What’s wrong with this picture?

12. Reporting Can Not Keep Up…

13. Here are this months reports Obsolete by time viewed, no shared observations, need social networking wrapped around information analysis

14. Archiving? Notations? Relevence? Context? What about SARBOX?

15. How would a 10 yr old want info? Tip 1: Eliminate Paper (as much as possible), you are in content Business – make data interactive, self navigating Davenport: “Kill the spreadsheet sprawl… 20% errors”

16. You Are Too Popular Message to business analysts – You Are in Information Publishing Business. Provide decision data/information sets, key metrics and observations in a way that end users can interact and share

17. I need this back for a meeting in two hours Forget Cycle Time – Foster Interaction and Conclusions. Drive to a Decision

18. What about us?

19. Tip 2: Segment Your Customers ^internal “ Focusing on Executive needs during a time of change and postponing peer projects, though eventually following through for them” From client – How to drive success with constrained resources

22. The Reports Are Coming…

24. Tip 4. Keep The Best

26. Meetings? Face to Face is Important Be armed with interactive reporting and systems, have analytics and decision resources at table, on-line, war room approach. Analysts responsible for best, moderate, worst case estimates.

27. Another meeting? What is in it for me? Role? Conclusion?

28. Use Face to Face to Drive Passion, Force Decisions, Identify Obstacles, Gain Commitment

29. Tip 5: Extreme Bias to Action I will not start meeting until we agree that nobody leaves until we have decision X

31. How do end users want data?

32. Data Data Data Data Data Data

33. All Data Granular Time Series Calculated © 2008 All rights reserved. ClientXClient 908.350.3012 QlikView Sample: Designed for Non Analyst

34. Next Generation - Information Sets vs Data (Fabric to link or unify existing (and future) metrics, systems, departments and business disciplines) © 2008 All rights reserved. ClientXClient 908.350.3012

35. Compress Time to Deliver Value © 2008 All rights reserved. ClientXClient 908.350.3012 Actual Plan Deploy System Req Build Design Select Plan Bus Req Plan Bus Req Sys Req Select Design Deploy Launch Build 5-7 Months 2 - 3 Months ***Early value delivered in just 6 weeks Case Study Results: “ We will get to data warehouse later. Our new information and sources exceed our ability to measure let alone analyze performance ”…CIO Month 1 Month 8 Month 2 Month 4 Month 5 Month 6 Month 7 Month 3

36. © 2008 All rights reserved. ClientXClient 908.350.3012 Retention & Granularity: See customers detail transactions before they left and build alerts to counter defections 10’s of thousands to 100’s of millions detailed transactions reduce execution guesswork and cycle time