Obiee

Creating a Single
Enterprise View of Your
Organization Through BI –
Regardless of Data Source
Rob Tenhundfeld
Business Intelligence Solution Specialist

Let’s start with a (not so)
simple question….
“How is my new brand doing?”
More specifically, “How much have I sold,
how is it impacting my support operations
and what percentage of my total revenue is
it generating?”

BI Challenges Today
• Siloed
• Fragmented
• Inconsistent
• Report-centric
• Restricted
• Unintuitive Hasn’t the promise of BI
been there for the past
decade?

The Evolving Role of BI
From: To:
Analysts Pervasive use
Historical data Real-time, predictive data
Fragmented view Unified, enterprise view
Insight-driven business
process optimization
Reporting results
Unified infrastructure &
prebuilt analytic solutions
Analytic tools
Separate BI, CPM Integrated Performance Mgmt

Oracle Business Intelligence
Comprehensive, Integrated, Best-of-Breed BI Solutions
Oracle
BI Applications
Oracle
BI Suite
Oracle
Data Warehousing
Enterprise-wide, Industry-Specific
Analytic Applications
Best-of-Breed, Next Generation BI
platform
Complete data warehousing
solution

Oracle is the Worldwide Leader
in Business Analytics
#1 in Analytic Applications
- IDC
“One of the most comprehensive and
innovative BI platforms…”
Leader’s Quadrant- Gartner
#1 in DW Tools
- IDC
Oracle
BI Applications
Oracle
BI Suite
Oracle
Data Warehousing
Sources: IDC and Gartner

Oracle’s Answer To Silo BI:
Oracle BI Enterprise Edition

Oracle BI Suite Enterprise Edition
• Foundation for BI in Fusion
• Based on technology from Siebel, Hyperion and Oracle
• Siebel was fastest growing BI vendor, averaging 50%+ annual
growth over the last 5 years
• Comprehensive, next-generation BI platform
• Pervasive intelligence for all users
• Integrated and Hot-Pluggable architecture
“With the acquisition of Siebel, Oracle find themselves as the owners of
one of the most exciting BI solutions available at present.”
– Bloor Research

Interactive
Dashboards Advantages:
Common Enterprise Information Model
OLTP & ODS
Systems
Data
Warehouse
Data Mart
SAP, Oracle
PeopleSoft, Siebel,
Custom Apps
Files
Excel
XML
Business
Process
Oracle BI Server
Reporting
&
Publishing
Ad hoc
Analysis
Proactive
Detection
and Alerts
Microsoft
Office
Consolidate and
standardize BI tools
Unified BI metadata
and infrastructure
Seamless BI user
experience

Primary BI EE End User Options
Complete Range of Insight Delivery Capabilities
Oracle
Delivers
• Guided experience leads user from insight to action
• Intuitive and interactive dashboards/scorecards
• Personalized, function-specific and role-based
Oracle
Interactive
Dashboards
Oracle
Answers
• Ad-hoc data exploration
• True business user self sufficiency
• Create, modify and author analysis, pivots and
dashboards
• Dynamic problem/opportunity detection and
notification
• Automated analytic workflows and processes
• Tailored delivery for wide range of mobile
devices
Oracle
Reporting &
Publishing
• Schedule & distribute enterprise-class reports
• Sophisticate “pixel-perfect” report layout
controls

Powerful Insight Across Data Sources
Simplify analysis of distributed data
• Point and click access to
information spanning multiple
physical sources
• Users interact with simplified model
• Shielded from complex physical data
• Complete and timely information
• Real-time and historical data
• Enables high value cross-departmental
analysis
“Show me sales through
today for my highest value
customers. Assure sufficient
inventory to fulfill orders.”
Intelligent Request Generation
Data
Oracle BI Server
Warehouse
ODS /
Operational
Historical
Sales (through
yesterday)
Today’s
Sales
Inventory
System
Current
Inventory

Oracle BI EE Architecture
Web Server
(IIS, Tomcat, Websphere, iPlanet)
SAW Bridge (J2EE/ISAPI)
Oracle BI Web
SOAP Web Services, XML and URL Interface
TCP/IP (SSL)
User Profiling, Security and Session Mngmt
Cache Services (Web) & Connection Mngmt
Oracle BI Server
Session Management
Externalized
Authentication
Web
Catalog
Service
XML
Framework
Logical Request Generation
Navigator
Multi-Pass /
Sub-Request Logic
Fragmentation
Optimization
Aggregate
Navigator
Optimized Query Rewrites
Data Source Adapters
Metadata Interchange
Logical SQL ODBC/JDBC (Logical Business Model)
Cache
Services
LDAP
DB Authentication
Custom Authenticator
Web Browser
Oracle BI Administration
Analytical and Operational Data Sources
Metadata Management Services
Multi-User Development Services
Metadata Documentation Services
Server Management Services
ODBC over TCP/IP (SSL)
System / Perf Monitoring
Oracle BI
Cluster Controller
ODBC, CLI, OCI, XML, MDX
Oracle Interactive
Dashboards
Oracle Answers
Load Balancer
Security Services
Query Govern.
Oracle Delivers Server
Scheduling/Event Services
Agent Execution Logic
Device Adaptive Content
TCP/IP
(SSL)
Javascript
for Usability & Interactivity
XML, HTML,
XLS, PDF, TXT
over
HTTP/HTTPS
External Applications HTML, SOAP and Portals
over
HTTP/HTTPS
Execution Engine

Oracle BI EE Architecture
Web Server
(IIS, Tomcat, Websphere, iPlanet)
SAW Bridge (J2EE/ISAPI)
Oracle BI Web
SOAP Web Services, XML and URL Interface
TCP/IP (SSL)
User Profiling, Security and Session Mngmt
Cache Services (Web) & Connection Mngmt
Oracle BI Server
Session Management
Externalized
Authentication
Web
Catalog
Service
XML
Framework
Logical Request Generation
Navigator
Multi-Pass /
Sub-Request Logic
Fragmentation
Optimization
Aggregate
Navigator
Data Source Adapters
Metadata Interchange
Logical SQL ODBC/JDBC (Logical Business Model)
Cache
Services
LDAP
DB Authentication
Custom Authenticator
Web Browser
Oracle BI Administration
Analytical and Operational Data Sources
Metadata Management Services
Multi-User Development Services
Metadata Documentation Services
Server Management Services
ODBC over TCP/IP (SSL)
System / Perf Monitoring
Oracle BI
Cluster Controller
ODBC, CLI, OCI, XML, MDX
Oracle Interactive
Dashboards
Oracle Answers
Load Balancer
Security Services
Query Government
Oracle Delivers Server
Scheduling/Event Services
Agent Execution Logic
Device Adaptive Content
TCP/IP
(SSL)
Javascript
for Usability & Interactivity
XML, HTML,
XLS, PDF, TXT
over
HTTP/HTTPS
External Applications HTML, SOAP and Portals
over
HTTP/HTTPS
Execution Engine

Enterprise Business Model Administration
Physical Layer – “Intelligent
Request Generation”
Reads in system catalog
Multiple sources
Optimized SQL generation
Regardless of Schema
Function ship to appropriate data
sources/Compensation
DB2
Supply
Chain
DM
Teradata
OLAP
Oracle
ERP.
XML Data
Source
SQL Server
Acxiom
Siebel
Operational

Business Model Layer –
“Calculation Engine”
Physical complexity converted to
logical subject areas
Drill-Paths
Complex/Derived Measures
(Level-based, time series,
dimension-specific, nested)
Aggregate/Fragment Aware

Presentation Layer
Role-based, in context, personalized
presentation – Oracle Answers

Oracle BI Server
Common Enterprise Information Model
Simplified Logical Model
The Oracle BI server presents as a
logically modeled database enabling the
Common Enterprise Information Model.
This provides powerful calculation,
computation and federation capabilities to
3rd party tools as well as our own.

A Day in the Life of a Query
A logical request comes in asking for
 Brand,
 Closed Revenue (GL)
 Service Requests (Call Center)
 Share of Revenue (Derivation)

Oracle BI Server Cache
The Server will check to see if this request
can be fulfilled via a prior request using
Server Cache.
This is an on-demand intelligent shareable
and secure cache that can support:
Subsets, Aggregations and Derivations

Navigator
If it is the request is cannot be fulfilled by
cache then the server will intelligently
process the request

Multi-Pass/Sub-Request Logic
Does this analysis require sophisticated
analysis such as an OLAP calculation?
[Revenue Share]
The Server will determine the best
possible way to provide this
calculation/computation

Fragmentation Optimization
Does this request span across partitions
or silos of data?
[Closed Revenue and Service Requests]
The server will determine based on the
request if it should navigate to both or only
one. It will automatically resolve fan traps.

Aggregate Navigator
Is there an aggregate that can better
satisfy this request versus hitting the
detail?
{Brand Summary Table}
The Server will apply approprate summary
redirection to provide the quickest
response.

What can be function-shipped down to the
database versus performed
/supplemented by the computation
capabilities of the Server.
The server will provide a consistent set of
functionality to the user regardless of
underlying datasource.

Oracle BI Server
Exploiting Native Database Functionality

Oracle BI Server
Optimized Native SQL Rewrites
select distinct D1.c2 as c1,
Rank() OVER ( ORDER BY D1.c1 DESC ) as c2
from
(select sum(T677."ActlExtnd") as c1,
T699."District" as c2
from
"d1_customer" T699,
"d1_orders" T677
where ( T677."repkey" = T699."SalesRep" )
group by T699."District") D1
order by 1
select D1.c2 as c1, D1.c1 as c4
from
(select sum(T1397."ActlExtnd") as c1,
T1384."District" as c2
from
"D1_customer" T1384,
"D1_orders" T1397
where ( T1384."repkey" = T1397."SalesRep" )
group by T1384."District" ) D1
[Rank Calculation Performed on Oracle BI Server
To Compensate for the Limitations of MS SQL Server]

Cache Services
The request once executed will now be
available to other users as a cache entry.

Oracle BI Server
System Services
System Services
Clustering:
Add stacks as needed in a share nothing
clustered environment.
Session Management and Governance:
Query throttling via connection pools and
authorization
Security Services:
Integration with OID, LDAP with
sophisticated data driven personalization
mechanisms.

D E M O N S T R A T I O N
Oracle BI Suite
Enterprise Edition

Drive Pervasive Intelligence
All Departments, Users, and Processes
Unsurpassed Usability Anywhere, Anytime
 Rich, interactive Web interface
 Guided analytics
 Seamless user experience
 Robust personalization
 Simplified business model
 Abstraction from physical sources
 Complex calculations made easy
 Dashboards, ad hoc, alerts, reports
 Any device
 Full mobile disconnected analytics
 Integrated with business processes
 Embedded analytics
 Portal integration
 Extranet

Leverage Prebuilt Oracle BI Applications
Built in Best Practices Across Functions and Industries
Pipeline
Analysis
Triangulated
Forecasting
Sales Team
Effectiveness
Up-sell /
Cross-sell
Discounting
Analysis
Lead
Conversion
Receivables /
Payables Analysis
Customer
Profitability
Product
Profitability
Regulatory
Compliance
Expense
Management
Cash Flow
Analysis
Churn
Propensity
Customer
Satisfaction
Resolution
Rates
Service Rep
Effectiveness
Service Cost
Analysis
Service
Trends
Campaign
Scorecard
Response
Rates
Product
Propensity
Loyalty and
Attrition
Market Basket
Analysis
Campaign ROI
Supplier
Performance
Inventory
Analysis
Procurement
Cycle Times
Inventory
Availability
Employee
Expenses
BOM Analysis
Employee
Productivity
Compensation
Analysis
Compliance
Reporting
Workforce
Profile
Turnover
Trends
Return on
Human Capital
Sales
Analytics
Financial
Analytics
Workforce
Analytics
Supply Chain
Analytics
Service &
Contact Center
Analytics
Marketing
Analytics
Travel
& Trans
Auto Comms.
& Media
Complex
Mfg.
Consumer
Sector
Energy Financial
Services
High
Tech
Insurance
& Health
Life
Sciences
Public
Sector
Other Operational
& Analytic Sources
Prebuilt adapters:

Changing the Economics of BI
Build from Scratch
with Traditional BI Tools
Training &
Roll-out
Define Metrics
& Dashboards
DW Design
Oracle
BI Applications
Back-end
ETL and
Mapping
Role-based dashboards and alerts
Thousands of pre-defined metrics
Prebuilt DW design
Adaptable to your enterprise DW
Prebuilt ETL Business Adapters for Siebel,
Oracle, PeopleSoft, SAP, others
Training & Rollout
Specific Metrics
& Dashboards
DW Design Mod
Pre-built ETL
Tailoring
Weeks or months
Quarters or Years
Faster deployment
Lower TCO
Assured business value
With BI Suite EE you can:
1. Build custom BI apps
2. Buy Oracle BI Apps
3. Do a mix of both

Proven Rapid Time To Value
Deployed to 800 users in under 90 days
Analytics for sales-oriented contact center
Live in 120 days
Sales Analytics
Deployed to 3000+ users in 3½ months
Sales Analytics
4 months from decision to live for 1200 users
Pharma Analytics
Live in 100 days, 6500 users
Sales and Marketing Analytics
“ ”
Having had experience of Siebel Business Analytics,
I can vouch that it can be deployed as rapidly as they
claim...It is a product that really delivers.

Maximize the Value of IT Investments
“Hot Pluggable” BI Adapts to Your Environment
XML
Excel
Flat Files
Multi-
Dimensional
SAP BW
Integrate with portals & apps
XML, SOAP API, JSR168 support
Oracle
Microsoft
SQL
Server
Access with other tools
Open SQL query interface
MS Office
Teradata IBM DB2 Essbase
BI Tools
Data
Other
Warehouse
Data Marts
Oracle BI Server
Leverage any Data Source
Optimized native SQL; Source-specific function shipping
Portals
Other
Applications
Leverage existing
security
Oracle, MSFT AD,
Sun iPlanet, Novell
Others …

Scalable and Sustainable BI Process
Reduce IT backlog while increasing self-sufficiency
Provide greater self-sufficiency at each level and enable each
member of the process to do what they do best
Business Users
IT
• Build shared dashboards, alerts, workflow
processes for their user community
• Focus on data infrastructure, metadata
model, tuning performance, security
Business Analysts
& Operations
• Consume shared dashboards, reports, alerts
• Easily build / modify their own analysis

Summary of Key Benefits / Differentiators
1. Comprehensive, integrated BI suite
2. Enterprise information model & consistent metrics
3. Intelligence spanning multiple sources
4. Designed for broad, pervasive use
5. Library of prebuilt Oracle BI Applications
• Provide lower TCO, faster deployment, more assured value
6. “Hot Pluggable” to maximize value of current systems
7. Scalable and flexible BI architecture
8. Pre-integrated Oracle stack lowers cost & complexity
9. Scalable and sustainable BI process

Aerospace & Defense
Commercial Banks
Pharmaceutical
Computer Office Equip
Diversified Financials
Railroad
Medical Products & Equip
Telecommunications
Securities
Network & Comms Equip
Life & Health Insurance
5 of the top 6
4 of the top 5
8 of the top 9
6 of the top 9
3 of the top 4
3 of the top 4
3 of the top 6
5 of the top 6
3 of the top 6
2 of the top 4
3 of the top 5
Industry Leaders Adopting
Oracle BI Enterprise Edition

OBIEE Features vs. 11g DB
OBIEE Provides Tools for the Roadmap to Best Practice BI/DW
OBIEE
• Time and Value Based
Partitions for BI
• Aggregate awareness
through defined views
in data sources
• Single, secured logical
definition for BI usage
Oracle Database 11g
• Time, Value, Interval Based
Partitioning for Enterprise
• Transparent, highly scaled
aggregate awareness for
enterprise apps (OLAP)
• Single, secured physical
definition of enterprise

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