IBM Integrierte Echtzeit Unternehmenssteuerung -Beyond IOD EMEA 2010 Rome

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IBM Integrierte Echtzeit Unternehmenssteuerung -Beyond IOD EMEA 2010 Rome

  1. 1. IBM Cognos Webinar-Präsentation, 26.05.2010 Integrierte Echtzeit Unternehmenssteuerung (IEU) Das IBM Angebot IBM ist derzeit das einzige Unternehmen weltweit, dass über ein Angebot zur Integrierten Echtzeit Unternehmenssteuerung (Informationsmanagement -Aufbereitung und Analyse mit Lösungen für Datenqualität, Berichtswesen, Reporting und Auswertung) für alle Unternehmensgrößen verfügt. IBM bietet mit seiner einzigartigen Integration von Datenmanagement und Business & Social Intelligence eine „New Intelligence“ Plattform zur Unternehmenswertsteigerung. IEU Management Summary & Detail Präsentation mit folgender Agenda: • • Globaler Produktivitätsbericht und IBM´s CEO Study -Das Unternehmen der Zukunft IBM´s CIO Study –Der CIO der Zukunft und seine Agenda Ansprechpartner • IBM´s Smarter Planet -New Intelligence to manage the Future • IBM´s Information Agenda –Von der Gegenwart in die Zukunft Friedel Jonker • IBM´s Information Led Transformation –Plan, Apply, Establish Manager Business Development • IBM´s Modell der Integrierten Konzernsteuerung Analytics & Performance Mangement • IBM´s Angebote zur Umsetzung von New Intelligence SME for BI & SI Integration • IBM als Partner für das Unternehmen der Zukunft Jonker@de.ibm.com 1 © 2010 IBM Corporation
  2. 2. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Software Group, Information Management Friedel Jonker, Manager Business Development Analytics & PM Career History and Education Selected projects 2008- today IBM, Germany, Manager Business Development Analytics & PM, Managing Consultant CRM & BI Global Pharma Information Company: German Business 1994- 2008 Deutsche Leasing AG, S-Finance Group, Germany, Value Concept to improve Sales Force Effectiveness based on CRM & BI Business and Program Director eBusiness Assessment, Pain Point Analysis, Definition of Requirements and Portfolio Prioritization. 1990- 1994 Citicorp-Citibank AG, Germany, European Manager Contribution: Lead the German Business Value Concept to Marketing Database VISA improve Sales Force Effectiveness. 1989- 1990 Ogilvy & Mather Dataconsult, Germany, Consultant Global German Automotive Company: Global Concept and Database Marketing implementation coordination together with the Boston Consulting Group to set up IT/Data Governance and Data 1988- 1989 Infas, Germany, LOCAL-Direct Project manager Modelling/Re-Engineering of an As/is Landscape with the for SRPM with Location Intelligence (LI) objective to reduce costs in development and maintenance and 1982- 1988 University of Münster, Master of Business increase and secure the Quality of Data as a base for high Management in Marketing & Statistics quality use of CRM, BI/LI for Sales & Risk Performance Management (SRPM). Contribution: Lead the IT/Data Governance and acted as the Languages and Profile SME for all IT/Data Governance related issues at the German, English (fluent). company. CRM, BI/LI Strategy Leader IBM GBS Germany. Global German Bank: Definition of a Business Driven Traffic Light Test Management Concept to successfully implement an Winner of the Sales Excellence Award 2005 from the University Oracle/Siebel CRM & BI solution. of St. Gallen and Handelsblatt. Contribution: Lead the Testmangement and acted as the SME Broad experience in Planning and Implementing value based for all CRM & BI related Testmanagement matters. The CRM & BI/LI Strategy, Processes, Architecture and Systems. Testmanagement Concept is now used as a global handbook Member of the MIT, Member of the Sales Executive Councile and for Testmanagement. member of Marketing Alumni, University of Münster, Germany 2 © 2010 IBM Corporation
  3. 3. IBM Cognos Webinar-Präsentation, 26.05.2010 References References –Literature and Presentations Neue Informationsqualität für das VISA Kartenmanagement der Citicorp, in: Oracle Finanzwelt, 1994 Leadership durch Informations- und Lernsysteme, in: Know How, 7/1996, Schumann Unternehmensberatung Database Marketing bei der Deutschen Leasing AG, in: Jahrbuch 2000, Deutscher Direktmarketing Verband e.V. Von Database Marketing zum CRM, in: Computerwoche, 19/2001 Customer Relationship Management, Bericht über das Deutsche Leasing CRM-Projekt, in: GoAhead 9/2001, CSC- Ploenzke CRM – die nächste Generation, Interview mit Friedel Jonker, in: Computerwoche, 33/2002 Mit intelligentem Database Marketing und CRM zu überdurchschnittlichem Markterfolg, in: Cognos- Kundenmagazin Case Study Präsentation C3M-Eagle, marcusevans, FoCus Gipfel CRM, Montreux, 19.-21. Januar 2003 Erfolgreiches Customer Relationship Management bei der Deutschen Leasing AG, Nordakademie, Elmshorn, e-think-tank, Febraur 2003 Konflikte zwischen Vertrieb und Vertrag lösen, in: Praxismagazin für Marktkommunikation der Sparkassen-Finanzgruppe, 2004, 11. Jahrgang, Nr. 5, S 38 ff CRM und Sales -2 Seiten einer erfolgreichen Verbindung, im Beratungsbrief von http://www.vertriebs-experts.de , 23.03.2005 Deutsche Leasing Gruppe: Mit Siebel/Oracle CRM-System das Neugeschäft jährlich um durchschnittlich 12 Prozent gesteigert, in: Oracle Customer Snapshot Juli 2006 CRM als strategisches Element der wertorientierte Unternehmensführung der Deutschen Leasing AG -7P Programm für erfolgreiche CRM-Programme –Position_Path_Portfolio_Program_People_Progress_Performance, marcusevans, FoCus Gipfel CRM, Montreux, 14.-16. Februar 2007 Case Study CRM bei der DL, in Kundenmanagement –Grundlagen-Strategien-Beispiele von Manfred Krafft, März 2007 Vom Callcenter zum Intelligent Multichannel Customer Management Center, IBM Callcenter Circle, Hamburg HASPA, Mai 2008 Neue Technologien schaffen eine Demokratisierung der Information, Initiative Mittelstand http://www.imittelstand.de/themen/topthema_100288.html , 16.11.2009 Integrierte Echtzeit Unternehmenssteuerung (IEU), IBM Partner Channel Kick Off-Berlin-Januar 2010, Salesforce.com Cloudforce2-Frankfurt-März 2010, Teradata Enterprise Intelligence Summit-Berlin-April 2010, IBM Partner University- Frankfurt-April 2010 Integrated Realtime Corporate Management (IRCM), IBM Europe & Asia IT Architects University-Stuttgart-April 2010 3 © 2010 IBM Corporation
  4. 4. IBM Cognos Webinar-Präsentation, 26.05.2010 Derjenige erreicht sein Ziel nicht, der nicht weiß wohin die Reise geht. Friedel Jonker in Anlehnung an Michel de Montaigne Integrierte Echtzeit Unternehmenssteuerung zur Steigerung der Globalen Wettbewerbs- fähigkeit mit IBM Infosphere, Cognos, TM1, SPSS, ILOG und Lotus Friedel Jonker, Manager Business Development Analytics & PM IBM Cognos Webinar, Mai 2010 | Frankfurt | Germany 4 © 2010 IBM Corporation
  5. 5. IBM Cognos Webinar-Präsentation, 26.05.2010 Important Disclaimer (1/2) THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY. WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THE INFORMATION CONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUT WARRANTY OF ANY KIND, EXPRESS OR IMPLIED. IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS AND STRATEGY, WHICH ARE SUBJECT TO CHANGE BY IBM WITHOUT NOTICE. IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OR OTHERWISE RELATED TO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION. NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THE EFFECT OF: – CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (OR ITS AFFILIATES OR ITS OR THEIR SUPPLIERS AND/OR LICENSORS); OR – ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLE LICENSE AGREEMENT GOVERNING THE USE OF IBM SOFTWARE. © 2010 IBM Corporation
  6. 6. IBM Cognos Webinar-Präsentation, 26.05.2010 Important Disclaimer (2/2) © IBM Corporation 2010. All Rights Reserved. The webinars, sessions and materials have been prepared by IBM or the session speakers and reflect their own views. They are provided for informational purposes only, and are neither intended to, nor shall have the effect of being, legal or other guidance or advice to any participant. While efforts were made to verify the completeness and accuracy of the information contained in this presentation, it is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this presentation or any other materials. Nothing contained in this presentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the user's job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. The following are trademarks of the International Business Machines Corporation in the United States and/or other countries: ibm.com/legal/copytrade.shtmlAIX, CICS, CICSPlex, DataPower, DB2, DB2 Universal Database, i5/OS, IBM, the IBM logo, IMS/ESA, Power Systems, Lotus, OMEGAMON, OS/390, Parallel Sysplex, pureXML, Rational, Redbooks, Sametime, SMART SOA, System z , Tivoli, WebSphere, and z/OS. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml. Adobe, the Adobe logo, PostScript, and the PostScript logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States, and/or other countries. IT Infrastructure Library is a registered trademark of the Central Computer and Telecommunications Agency which is now part of the Office of Government Commerce Java and all Java-based trademarks are trademarks of Sun Microsystems, Inc. in the United States, other countries, or both. Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both. ITIL is a registered trademark, and a registered community trademark of the Office of Government Commerce, and is registered in the U.S. Patent and Trademark Office Intel and Pentium are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. UNIX is a registered trademark of The Open Group in the United States and other countries. Linux is a registered trademark of Linus Torvalds in the United States, other countries, or both. 6 © 2010 IBM Corporation
  7. 7. IBM Cognos Webinar-Präsentation, 26.05.2010 7 © 2010 IBM Corporation
  8. 8. IBM Cognos Webinar-Präsentation, 26.05.2010 Global market forces are Global market forces are impacting us all… impacting us all… Data explosion Data explosion Slowing superpowers Slowing superpowers Economic downturn Economic downturn Emerging economies Emerging economies Increasingly complex supply chains Increasingly complex supply chains Empowered consumers Empowered consumers The reality of living in a globally Frozen credit markets Frozen credit markets integrated world is upon us. Energy shortfalls Energy shortfalls Erratic commodity prices Erratic commodity prices 8 © 2010 IBM Corporation
  9. 9. IBM Cognos Webinar-Präsentation, 26.05.2010 ... new leaders emerge who win not by ... new leaders emerge who win not by surviving the storm, but by changing surviving the storm, but by changing the game. Changing the game the game. Changing the game requires process transformation that requires process transformation that infuses intelligence into our decision- infuses intelligence into our decision- making and management systems … making and management systems … Sam Palmisano IBM CEO, on Smarter Planet 9 © 2010 IBM Corporation
  10. 10. IBM Cognos Webinar-Präsentation, 26.05.2010 10 © 2010 IBM Corporation
  11. 11. IBM Cognos Webinar-Präsentation, 26.05.2010 Agenda: Integrierte Echtzeit Unternehmenssteuerung (IEU) Strategie & Lösungen ● IBM´s Global CEO Study -Das Unternehmen der Zukunft ● IBM´s Global CIO Study -Der CIO der Zukunft und seine Agenda ● IBM´s Modell der Integrierten Konzernsteuerung ● IBM´s Angebote zur Umsetzung von New Intelligence ● IBM als Partner für das Unternehmen der Zukunft 11 © 2010 IBM Corporation
  12. 12. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM´s Global CEO Study Das Unternehmen der Zukunft 12 © 2010 IBM Corporation
  13. 13. IBM Cognos Webinar-Präsentation, 26.05.2010 The Global CEO Study 2010 is the fourth biennial CEO study, building on our insights and findings over the last 6 years 2004 2006 2008 2010 Your turn! Innovation Enterprise of the Future Capitalizing on Complexity Key Findings Key Findings Key Findings Key Findings Revenue growth is the Business model innovation Hungry for change Rapid escalation of number one priority matters Demanding customers as complexity creates need to: Responsiveness is a new External collaboration is opportunity to differentiate Embody creative key competence indispensable Extensive business model leadership Improving internal Innovation must be innovations Reinvent customer capabilities is a first step orchestrated from the top Moving towards global relationships toward growth business designs Build operating dexterity 456 CEO interviews 765 CEO interviews 1,130 CEO interviews 1,541 CEO interviews 13 13 © 2010 IBM Corporation
  14. 14. IBM Cognos Webinar-Präsentation, 26.05.2010 Creativity is the #1 leadership quality followed by integrity and openness Most important leadership qualities over the next five years* CEEMEA* Global** Creativity 68% 60% Integrity 53% 52% Openness is Openness 42% 28% significantly more valued by leaders in Global thinking 35% 35% CEEMEA than in Focus on sustainability 35% 26% global – indicating a greater need to Dedication 28% 26% conduct business Fairness 12% 12% in an open and Influence transparent way as 12% 30% Humility per the mature 10% 12% markets. *CEEMEA dataset Source: Q19 Which of the following leadership qualities do you think are most important in the next five years? n=1538; CEEMEA n=62 **Global dataset 14 14 © 2010 IBM Corporation
  15. 15. IBM Cognos Webinar-Präsentation, 26.05.2010 CEOs citing creativity as a top leadership quality provided new insights into leading in the new economic environment “We do everything to simplify our business, but at the same time need to manage increasing external complexity - for example, with our customers and partners.” CEO, Public Sector Organization, Czech “The magic of our industry - you enter Republic the shop with money and you leave with a piece of paper (......). The main problem of financial crisis is lack of transparency.” CEO in a bank, Slovakia Global thinking enables the best assessment of risks, you can meet in developing your business. Deputy General Director, Telecommunications, Russia Quelle: IBM Global CEO Study 2010; n (1541) 15 15 © 2010 IBM Corporation
  16. 16. IBM Cognos Webinar-Präsentation, 26.05.2010 Das kollektive Wissen dieser CEOs hat uns fünf wesentliche Merkmale des Unternehmens der Zukunft aufgezeigt. Ergebnisse aus 1.130 Interviews Unternehmen werden von Veränderungen geradezu überrollt und viele haben Mühe, damit Schritt zu halten. Die CEOs betrachten anspruchsvollere Kunden nicht als Bedrohung, sondern als Chance zur Differenzierung. Fast alle CEOs passen ihr Geschäftsmodell an – zwei Drittel verwirklichen Innovationen in großem Umfang. Die CEOs wenden sich offensiv globalen Geschäftsmodellen zu und setzen auf grundlegende Änderungen ihrer Fähigkeiten und auf die umfangreichere Zusammenarbeit mit Partnern. Merkmale des Unternehmens der Zukunft 1 2 3 4 5 Fokussiert Innovativer Global Von Natur Engagiert, auf Verän- als von integriert aus revo- nicht nur derungen den Kunden lutionär regelkonform erwartet Quelle: IBM Global CEO Study 2008; n (2006) = 709, n (2008) = 1104 16 © 2010 IBM Corporation
  17. 17. IBM Cognos Webinar-Präsentation, 26.05.2010 Obwohl die CEOs hinsichtlich des Umgangs mit Veränderungen zuversichtlicher sind, wächst die Lücke zwischen ihrer Fähigkeit, Veränderungen zu steuern, und den bevorstehenden Herausforderungen Das Ausmaß der Umsetzungslücke hat sich in nur zwei Jahren verdreifacht. 2006 2008 % 8 % UMSETZUNGS- LÜCKE* 22 UMSETZUNGS- LÜCKE* „In den letzten zehn Jahren haben wir 6% 19% mehr Veränderungen erlebt als in den 13% 12% 11% 90 Jahren davor.“ 22% 31% Ad J. Scheepbouwer, CEO, KPN Telecom 83% 20% 65% Veränderungsbedarf Bisheriger Erfolg bei 61% 57% Veränderungen Keine/geringfügige Kein/geringer Erfolg Veränderungen Mäßiger Erfolg Moderate Veränderungen Erfolg Umfangreiche Veränderungen Veränderungs- Bisher Veränderungs- Bisher * Differenz bzw. „Umsetzungslücke“ zwischen dem erwarteten Umfang der bedarf erfolgreich bei bedarf erfolgreich bei erforderlichen Veränderungen und dem Erfolg bei der Steuerung von Veränderungen Veränderungen Veränderungen in der Vergangenheit Quelle: IBM Global CEO Study 2008; n (2006) = 709, n (2008) = 1104 17 © 2010 IBM Corporation
  18. 18. IBM Cognos Webinar-Präsentation, 26.05.2010 Traditional styles of working are insufficient for this new reality The world is heading towards $12Billon 5.3 hours 1 Trillion lost due to poor wasted communication per employee connected objects.2 in US Hospitals per week Annually 3 due to inefficient processes 1 2/3 of people can’t find the help they know is out there 4 800 Billion Business 5 events daily 98% of CEOs say they need to restructure the way their organizations work 6 Sources: 1: “Measuring the Pain: What is Fragmented Communication Costing Your Enterprise?”, enterprise.siemens.com/open/se/docdownloads/secure/UCSurvey.pdf 2: Pereira, Jorge, “From Autonomous to Cooperative Distributed Control: Towards the Internet of Smart Things,” Second ERCIM Workshop on eMobility, WWIC, May 30, 2008. 3: University of Maryland Smith School of Business, March 9, 2009, www.rhsmith.umd.edu/news/releases/2009/030909.aspx 4: Harris Interactive and Tacit Knowledge Systems poll, 2003 5: McKendrick, Joe, “Is anyone ready to process a trillion events per day?”, ZDNet.com, May 11, 2008, blogs.zdnet.com/service-oriented/?p=1102 6: 2008 IBM CEO study, ftp://public.dhe.ibm.com/common/ssi/pm/xb/n/gbe03037usen/GBE03037USEN.PDF 18 © 2010 IBM Corporation
  19. 19. IBM Cognos Webinar-Präsentation, 26.05.2010 Compared to other companies, outperformers are more than three times as likely to have adopted smarter working practices Companies scoring a “high & very high” across all of the elements of at least one Most Most Smarter Working dimension Dynamic Collaborative Companies 34% that have adopted smarter 3.1x working 11% practices Most Connected Significant Outperformers All Others Quelle: A New Way of Working. Insights from Global Leaders Study 2010, N=300 19 © 2010 IBM Corporation
  20. 20. IBM Cognos Webinar-Präsentation, 26.05.2010 Significant outperformers are more likely to adopt collaborative practices to share ideas and generate insights To what extent does your organization: Collaborative Have processes that are visually 23% documented and well understood 12% 1.9x by key stakeholders Enable colleagues to 17% collaborate to gather insights 6% 2.8x and gain productivity 13% Have users rate and comment on business information 4% 3.3x Embedded collaborative 13% capabilities within processes that 2.6x improve the speed and quality of 5% decision making Significant Outperformers All Others Quelle: A New Way of Working. Insights from Global Leaders Study 2010, N=300 20 © 2010 IBM Corporation
  21. 21. IBM Cognos Webinar-Präsentation, 26.05.2010 Respondents also highlighted the need to improve their use of realtime information to enhance decision making Information-related components 60% Safety Net Ideal Zone 55% 50% Current Capability 45% Info displayed Used for differently realtime 40% for different Integrated decision audiences data sources making 35% Rate and Area of Focus 30% comment on Automatically business pushed to information stakeholders 25% 20% Below the Radar 15% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% Importance Information Integrated from multiple data sources Information used for realtime decision making Quelle: A New Way of Working. Insights from Global Leaders Study 2010, N=300 21 © 2010 IBM Corporation
  22. 22. IBM Cognos Webinar-Präsentation, 26.05.2010 Definition of Enterprise 2.0 Example Technologies – Mashups – Enterprise search tool – Wikis – High participation planning Enterprise 2.0, is a term describing social software used in "enterprise" (business) contexts. It includes social and networked modifications to company intranets and other classic software platforms used by large companies to organize their communication. Source: Wikipedia 22 © 2010 IBM Corporation
  23. 23. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM New Intelligence Platform -Extending BI for Enterprise 2.0 Connecting People and Information to Drive Better Business Performance… Platform for decision making Enterprise 2.0 Business Intelligence, Performance Web 2.0 Management Interfaces Data Integration User generated Content Data & Content Management Hardware & SOA: Dynamic Systems Applications Management 23 © 2010 IBM Corporation
  24. 24. IBM Cognos Webinar-Präsentation, 26.05.2010 BI and Enterprise 2.0 Content Engage a broad community of creators Leverage all types of content Enable new types of analysis Context Deliver at the point of impact Purposefully combine with related and relevant content and applications Collaboration Facilitate communication and dynamic decision networks around trusted content Connecting People and Information to Drive Better Business Performance… 24 © 2010 IBM Corporation
  25. 25. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM ist gut aufgestellt, um Unternehmen in allen Aspekten des Unternehmens der Zukunft beim Aufbau von Fähigkeiten zu unterstützen. Wesensmerkmale BEREICHE NEUER MÖGLICHKEITEN IBM ALLEINSTELLUNGSMERKMALE • Erfolgreiche Kundenprojekte in allen fünf Bereichen FOKUSSIERT • Die Umsetzungslücke wird breiter des Unternehmens der Zukunft AUF VER- • Schnellere, komplexere, ungewissere Veränderungen ÄNDERUNGEN • Umsetzungsstrategie • Unternehmensweit INNOVATIVER • Umfangreiche Investitionen in neue Märkte • Schaffung neuer Geschäftsmodelle ALS VON DEN • Informierte und interaktiv agierende Kunden bieten eine KUNDEN Chance der Differenzierung • Hochwertige Fähigkeiten unterstützen Kunden ERWARTET dabei, ihr Geschäftsmodell flexibel und beweglich zu gestalten GLOBAL • Radikale Veränderungen des Geschäftsmodells zur Nutzung • Serviceorientierte Architektur (SOA) INTEGRIERT der globalen Integration • Grundlegende Änderungen am Mix aus Fähigkeiten und Assets • Component Business Modeling (CBM) • Umfangreiche Zusammenarbeit mit Partnern; Fusionen und • Durchgängiges Anwendungs-Lifecycle- Übernahmen Management VON NATUR • Technologie eröffnet neue Möglichkeiten für das • Fokussiert auf Innovation AUS REVO- Geschäftsmodell • Nutzung der Erfahrung aus dem eigenen LUTIONÄR • Unternehmensmodell-Innovation ist am häufigsten Transformationsprozess bei IBM • Bereichsübergreifende globale Integration ENGAGIERT, • CSR-bezogene Themen gewinnen bei CEOs an Bedeutung NICHT NUR • Rasch steigende Erwartungen der Kunden hinsichtlich CSR • Globale Transformation im Personalbereich REGEL- • CSR wird als Chance betrachtet, nicht als Bedrohung • Führende Rolle bei Umweltthemen und CSR KONFORM • Business Analytics und Information Governance 25 © 2010 IBM Corporation
  26. 26. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Global CIO Study Der CIO der Zukunft und seine Agenda 26 © 2010 IBM Corporation
  27. 27. IBM Cognos Webinar-Präsentation, 26.05.2010 BI is on top of the list for CIOs CIOs chose Business Intelligence and Analytics as the #1 most important visionary plan element – IBM Global CIO Study, September 2009 68% of organizations are considering or actively implementing BI technologies – Forrester, The Business Case for BI, Now More Critical than Ever, Boris Evelson, August 2009 24% Penetration of active users is only 24% – Pervasive Business Intelligence, TDWI, 3rd Quarter, 2008 “Only 14% of companies are connecting 27 14% strategy to execution with their BI and Performance Management Initiatives” Initiatives” – Computerworld survey, March 2009 © 2010 IBM Corporation
  28. 28. IBM Cognos Webinar-Präsentation, 26.05.2010 Innovation ist nicht begrenzt auf IT Lösungen: Geschäftsprozesse wurden als sehr wichtig für CIOs Visionen zur Steigerung der Wettbewerbsfähigkeit angesehen. “In Zeiten in denen Unternehmen in den meisten Industrien über ähnliche Produkte und vergleichbare Technologien verfügen sind hochperformante Geschäftsprozesse einer der letzten verbleibenen differenzierenden Wettbewerbsvorteile. Tom Davenport, “Competing on Analytics” Zehn der wichtigsten visionären Planungselemente Interviewte CIOs konnten soviel auswählen wie Sie wollten 86% Business Intelligence and Analytics 80% 77% Virtualization 76% 73% Risk Management and Compliance 70% 71% Mobility Solutions 66% BI/Analytics Nr. 1 der 73% Customer and Partner Collaboration Low Investitionen zur 64% growth 71% Steigerung der Self-Service Portals 63% Wettbewerbsfähigkeit Application Harmonization 62% 67% High growth 70% Business Process Management 61% IBM Global CIO Study 2009 68% SOA/Web Services 55% 63% Unified Communication 57% Source: IBM Global CIO Study 2009; n = 2345 28 © 2010 IBM Corporation
  29. 29. IBM Cognos Webinar-Präsentation, 26.05.2010 BI & Performance Management ist top of Mind Gartner: 2008 CIO Agenda Gartner EXP “Gartner: Making the Difference - The 2008 CIO Agenda”, Mark P. McDonald Tina Nunno Dave Aron, January 2008 29 © 2010 IBM Corporation
  30. 30. IBM Cognos Webinar-Präsentation, 26.05.2010 Atlas Air Worldwide Holdings A Leading Provider of Outsourced Solutions to the Global Air Freight Industry Business Benefits 80 percent reduction Atlas’ Smart Work Solution Dynamic Collaborative Connected from the expected cost of integrating operations People with strategic delivery partners Process 50 percent reduction from the expected time Information required to integrate operations with strategic “We’ve created a digital nervous system that delivery partners allows us to monitor and dynamically optimize Expected 30 percent our operations in a very volatile environment. We reduction in application know the financial and operational implications of development costs taking on two extra pallets of cargo at the last Significant expected moment. Even which way the wind blows can reduction in operational affect our plans.” Jim Barrecchia, costs Senior Director of Enterprise Architecture, Atlas Air Source: http://www-01.ibm.com/software/success/cssdb.nsf/CS/JSTS-7LPPHK?OpenDocument&Site=default&cty=en_us 30 © 2010 IBM Corporation
  31. 31. IBM Cognos Webinar-Präsentation, 26.05.2010 Introducing the business value hierarchy for measuring ROI The Performance Manager By Roland Mosimann, Patrick Mosimann, and Meg Dussault 31 © 2010 IBM Corporation
  32. 32. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Cognos 8 BI single report specification ensures that ad hoc reports can easily be converted to business reports eliminating duplication of effort Reduce Redundant BI Efforts Standardizing on a Single BI Framework with Centralized Metadata, Service-Oriented Architecture Variable Baseline IBM Cognos Total Number of Unique BI Products Required to enterprise activities A 8 1 Total Number of BI Developers B 50 35 % of BI Developers skills that are interchangeable between products C 20% 100% Average % of developer time dedicated to recreating/reformatting D 15% 0% existing BI assets for unique audiences Estimated % of redundant work efforts as a result of a lack of a service- E 15% 0% oriented architecture Fully Loaded Labor Cost of BI Developer F $125,000 $125,000 Formula: (B*F) $6,250,000 $4,375,000 Annualized Benefit (Baseline - Target) $1,875,000 32 © 2010 IBM Corporation
  33. 33. IBM Cognos Webinar-Präsentation, 26.05.2010 Improved productivity and profits with IBM Cognos 8 BI Nucleus finds that when organizations use IBM Cognos software to improve the productivity of its workforce or analyze how it is deployed, staffing needs can be reduced by up to 15 % Nucleus finds that IBM IBM Cognos software Cognos software can improve the enables companies to productivity of ROI Evaluation Report, IBM reduce asset levels workers involved in Cognos Software, Nucleus by up to 15 % reporting, finance, or Research, May 2009 analysis by up to 20% Research Brief, Aberdeen Group, Percent Change (Year-over-Year) September 2009 2% during the worst recession in 70 years - IBM Cognos BI 0% users grew operating profit by 2% year-over- -5% -5% year, even as lagging companies saw that same measure -10% Cognos Users Industry Average drop by double digits Laggards Fighting the Tide: IBM Cognos BI Users Reduce Overhead, Increase Operating Profit -15% -14% Operating Profits 33 © 2010 IBM Corporation
  34. 34. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM´s Modell der Integrierten Konzernsteuerung 34 © 2010 IBM Corporation
  35. 35. IBM Cognos Webinar-Präsentation, 26.05.2010 Konzernsteuerung und wertsteigernde Transformationsprojekte • Open Leadership • TOP-BSC • Kundenbefragung • Produktmanagement • Beschwerdemanagement • Konzern Strategie • CRM-Strategie • BI & PM-Strategie Stake- • Vertriebsstrategie und • Business Pläne Share- holder • Multikanal- Geschäftsstruktur Value • Integrierte Prozess- und Kundensicht Customer & Vendor • Digital MBO (Management by Objectives) Value • Performance Measurement Anwendung Wertorientierte Strategie und • Cognos-Kundenwertanalysen Planungen • SPSS-Kundenwertanwendung Wertorientierte Strukturen • Wertschöpfungskettenmanagement Prozesse, Anwendungen und Berichte • Service Level Management • Prozesskostenmanagement • Wertorientierte Marktbearbeitung Operatives Werttreibermanagement • Mitarbeiterbefragung • Wertorientierte Unternehmenskultur wertorientierte Unternehmenskultur • Hochleistungsmanagement-Kultur • Open Leadership 35 © 2010 IBM Corporation
  36. 36. IBM Cognos Webinar-Präsentation, 26.05.2010 Konzernsteuerung und Steuerungswerkzeuge Stake- und Share- holder Value Strategische Ebene Value-Based Strategie- und Wertmanagement Management Portfoliosteuerung Balanced Risk Scorecard Management ng Fü fu hr af un Taktische Ebene ch g ts Performance Measurement Wertorientierte Strukturen er Management Prozesse, Anwendunge W Externes und Internes Portals/ n und Berichte Financial Reporting Cockpits Reporting/ Consolidation Budgeting/Forecasting Activity-Based Management Operative Ebene Detail, Operationale Operatives Werttreibermanagement und Funktionale Work Force CRM Financial SCM Competitive Analytics Analytics Analytics Analytics Analytics Analysen Veränderung 36 © 2010 IBM Corporation
  37. 37. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM´s Angebote zur Umsetzung von New Intelligence 37 © 2010 IBM Corporation
  38. 38. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM BAO (Business Analytics and Optimization) Services, Software, Hardware und Research zur Umsetzung BI& Advanced Enterprise Enterprise BAO Performance Analytics Information Content Strategy Management & Optimization Management Management IBM Services & Know How IBM Software, IBM Hardware & IBM Research… …… 38 © 2010 IBM Corporation
  39. 39. IBM Cognos Webinar-Präsentation, 26.05.2010 Serviceangebote der BAO Service Areas BAO Strategy Informationsstrategie-Studie BAO Jumpstart Information Governance Business Planung, Budgetierung, Forecasting HR Analytics und Personalplanung Intelligence & BPM Risikomanagement Customer Intelligence Supply Chain Analytics Green Analytics Advanced Analytics mit statistischen Methoden Optimierung Analytics & Optimization Auswertung von Text, Sprache und Bildern Lagerbestandsoptimierung [DIOS] Marktanalyse [Cobra] Umsatzoptimierung Identifikation von Wirtschaftsspionage [IRIS] Steuerbetrugserkennung [TACS] Mißbrauchs- und Betrugserkennung [FAMS] Enterprise Data Warehouse Einführung Datenqualitätsmaßnahmen Information Management Daten-Architekturen Stammdatenmanagement (MDM) Content Input Management Records Management Management Elektronische Archivierung Business Process Management Dokumenten Management Systeme Web Content Management Email Management Digital Asset & Rights Management 39 © 2010 IBM Corporation
  40. 40. IBM Cognos Webinar-Präsentation, 26.05.2010 Business Analytics and Information Governance The Demand Side What value does IBM offer? connects people and information Ability to orchestrate trusted information while capturing creativity together in analytic activities to drive & insight in analytics activities better decisions – Engage the business to use a consistent and collaborative approach to information interaction, contribution, and modeling – Capture analytic models, content and business datasets to be managed and governed as corporate assets Interact How do we provide this value? Collaboration in contribution of content and sharing of insight Accountability for who enters information & whether it is right Manageability of the system for timely decision-making Contribute Analytic Models, Content and Datasets Relevancy to each individual and activity Consistency in information, access and use Model Transparency to all activities and data What really makes us different? Information Governance allows for both creativity and control Business flexibility…self-service, anytime, anywhere "without compromise”; accelerating and High participation…entry, workflow, versions, approvals, audit improving the decision making process Trusted data…shared models, all data & unstructured content 40 © 2010 IBM Corporation
  41. 41. IBM Cognos Webinar-Präsentation, 26.05.2010 The Information Governance Maturity Model - A set of best practices and disciplines to assess the maturity of the organization’s current IM environment; provides an action plan that improves IM capabilities. Business Transformation Level 5 Optimizing Focus on CONTINUOUS process improvement Level 4 Quantitatively Managed Process QUANTITATIVELY measured and controlled Level 3 Defined Process characterized for the ORGANIZATION and is PROACTIVE Level 2 Managed Process characterized for PROJECTS and is MANAGEABLE Level 1 Initial Process unpredictable, poorly controlled and REACTIVE 41 © 2010 IBM Corporation
  42. 42. IBM Cognos Webinar-Präsentation, 26.05.2010 The Maturity Model Allows an Organization to Assess Current Practices and Defined Goals and Action Plans Maturity Levels 0 Incomplete Elements of practice in the category may be present but are localized in 1 individual departments and are for the most part performed on an ad hoc basis. Elements of practice are for the most part defined at an enterprise level 2 but implementation is not complete. Elements in practice are defined and implemented at an enterprise level 3 but no formal processes are established to ensure continuous improvement. Elements of practice are defined and implemented across the enterprise 4 and repeatable processes and metrics are used to monitor and track progress to ensure continuous improvement. Elements of practice are implemented, monitored and used proactively across the enterprise to reduce risk, continuously improve data Category Maturity Stage 5 governance practices and to gain a competitive advantage in the market Organizational Structures & place. 1 0 1 2 3 4 5 Awareness 2 Stewardship 0 1 2 3 4 5 3 Policy 0 1 2 3 4 5 4 Value Creation 0 1 2 3 4 5 Data Risk Management & 5 0 1 2 3 4 5 Compliance 6 Information Security & Privacy 0 1 2 3 4 5 7 Data Architecture 0 1 2 3 4 5 8 Data Quality Management 0 1 2 3 4 5 9 Classification & Metadata 0 1 2 3 4 5 Information Lifecycle 10 0 1 2 3 4 5 Management Audit Information, Logging & 11 0 1 2 3 4 5 Reporting 42 © 2010 IBM Corporation
  43. 43. IBM Cognos Webinar-Präsentation, 26.05.2010 Maturity Assessment Example that Shows the Goals From Which Action Plans are Developed Data Risk Management (DRM) and Compliance Value Creation Organizational Structures and Awareness Policy Stewardship Data Quality Management (DQM) Information Lifecycle Management (ILM) Information Security and Privacy Data Architecture Classification and Metadata (C&M) Audit Information Logging and Reporting Initial Repeatable Defined Managed Optimizing Scope of services Identify required capabilities Develop roadmaps Assess current state Determine future state and initiatives 43 © 2010 IBM Corporation
  44. 44. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM´s Intelligent Integrated Information On Demand Solution Stack Better Results by Business Analytics and PM Financial Workforce Dynamic Optimization Supply Chain Multi-Channel Customer & Product Risk Insight Profitability Marketing Business Intelligence und Performance Manangement 4. Analysis, Planning and Use of trusted Data and Content End-to-End Information Integration, Solutions Warehousing und Master Data Mgmt. 3. Trusted Relatime Delivery of Data and Content FileNet Informix ® ® Enterprise Enterprise software software Data Content DB2 ® Management Management software 1. Management of Enterprise Data and 2. … and use in Business Content Processes 44 © 2010 IBM Corporation
  45. 45. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM´s Trusted Realtime Information Management (TRIM) Framework Collapsing the time and reducing the costs from information to innovation Industry Frameworks Banking Retail Telco Public Sector Etc…. Etc…. Expertise & Accelerators Business Strategy and Industry Models and Integrated IBM Planning Services Pre-Built Solution Assets Partner Components IBM Cognos 8 Reporting & Analysis Scorecarding & Dashboarding Planning, Budgeting & Forecasting Unified Performance System Platform IBM InfoSphere MDM Server IBM InfoSphere Warehouse Define Manage Transact Reliable Real-Time Delivery Manage Analyze Party, Product, Account IBM Information Server Understand Cleanse Transform Deliver Unified Metadata Management Parallel Processing Rich Connectivity 45 © 2010 IBM Corporation
  46. 46. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Trusted Realtime Information Management (TRIM) Delivery Architecture Source Systems Transformation & Target Systems Reports Harmonization Staging & Error Tables Information Analyzer Common Metadata Repository Business Terms Specifications Development Infrastructure Reports DQ Dashboard 46 © 2010 IBM Corporation
  47. 47. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM´s Intelligent Integrated Cognos 8 on SAP Architecture 47 © 2010 IBM Corporation
  48. 48. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Lotus –Social Intelligence Collaboration Accelerator Services von IBM Lotus Connections Services von IBM Lotus Quickr Activities Communities Profiles Finding the right people Managing Adhoc Bringing people with for a certain subject Collaborations same goals together Bookmarks Blogs Tag content, events, Quickr contextual team blogs wiki pages, tasks, etc... with personal blogs Knowledge and Report Sharing Target group collection building Services von IBM Lotus Sametime Information recommendation and feeding Awareness and Adhoc Collaboration Webconferencing 48 © 2010 IBM Corporation
  49. 49. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Content Analytics – System Architecture Analyst Crawler Framework Supported Crawlers Document Processor Text Miner and Search Applications • Web (HTTP) Document Parser UIMA Generator • Windows File System • Unix File System • FileNet P8 • DB2 Content Manager Indexer • Content Integrator Taxonomy Search Search and • DB2 Index Index Search and • JDBC Search and Text Analytics Crawler IBM Extended Search and Text Analytics Documen Text Analytics Runtime • NNTP Plug-in t Text Analytics Runtime Lucene Indexer Runtime Cache Runtime • Lotus Notes Facet Count Thumbnail Sub Index Index • QucikPlace • SharePoint • Microsoft Exchange • WebSphere Portal • Web Content Mgmt • Domino Doc Mgmt Common Infrastructure Custom Crawler Control Monitor Security Scheduler Logging Configuration Administrator 49 © 2010 IBM Corporation
  50. 50. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM´s Portal Architecture as an integration plattform (legacy) Anwendungen Applications Rollenbasiert Personalisiert Im Context Sicher Inhalte Content Cloud Self Service Collaboration Dynamisch Prozess getrieben (Mail, Cal., Chat) Kal., Administrierbar Consumer externer of external Web Services © 2010 IBM Corporation
  51. 51. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Cognos Business Intelligence für faktenbasierte Entscheidungen im ganzen Unternehmen Umsatzsteigerung Kosten Management Asset und Ressourcen Governance, Management Risk, Compliance 51 © 2010 IBM Corporation
  52. 52. IBM Cognos Webinar-Präsentation, 26.05.2010 Zugriff auf alle Datenquellen Uneingeschränkte Möglichkeiten der Kombination von Datenquellen: überwindet RDBMS vs. OLAP Verminderte Endanwender-Komplexität. Konsistenz, Integrität und Genauigkeit der Daten gewährleistet REPORTING & DASHBOARDING ANALYSE EVENT MANAGEMENT SCORECARDING 52 © 2010 IBM Corporation
  53. 53. IBM Cognos Webinar-Präsentation, 26.05.2010 Integrierte Konzern–Langfristplanung mit IBM Cognos/TM1 1.Die Entwicklung der Kern- Kennzahlen im Überblick 2.Nach einem Tal der Tränen geht soll es wieder aufwärts gehen... 53 © 2010 IBM Corporation
  54. 54. IBM Cognos Webinar-Präsentation, 26.05.2010 Beispiel Controlling: Persönliche Self-Service-Warnmeldungen Legen Sie fest, auf welche Weise Sie gewarnt werden wollen Markieren Sie den Report Sie erhalten die oder den Wert im Report, zu Warnmeldungen und dem Sie Warnmeldungen können dauerhaft erhalten wollen überwachen – Die User können ganz problemlos ihre eigenen Warnmeldungen für planmäßige Reports erstellen – Die User können selber steuern, wann und wie sie kritische Informationen ohne IT-Intervention erhalten 54 © 2010 IBM Corporation
  55. 55. IBM Cognos Webinar-Präsentation, 26.05.2010 Banking Performance Management with Key Performance Blueprints Lines of Business / Sales Finance Credit Card Fraud Management (Retail, Commercial, Investment Banking, Consolidation Investment Management) Risk & Financial PM Compliance Retail Banking Customer Segment Performance IBM/Cognos Risk Cockpit Commercial Banking Customer IBM/Cognos Risk Adjusted Profitability Segment Performance * Relationship Pricing * Client Servicing Product Marketing Development Initiative Planning Product Performance Human Channels Resources (Branch, customer service Workforce Performance Center, ATM, Internet) Branch Performance IT / Systems * Channel Performance Reporting Engine, BICC * IT Cost Transparency 55 © 2010 IBM Corporation
  56. 56. IBM Cognos Webinar-Präsentation, 26.05.2010 What’s a Performance Blueprint? Pre-defined data, process and policy models based on proven best practices in enterprise planning, and financial management and control. 1. Pre-defined data, process and policy models to address specific areas of under- performance 2. Developed and validated with industry leaders 3. Include: a. Planning models b. Work flow processes for collaborative planning c. Business Intelligence d. Integrated with IBM BDW 56 © 2010 IBM Corporation
  57. 57. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM/Cognos Risk Cockpit IBM Cognos 8 Banking Risk Performance Blueprint This represents current product plans and strategy that are subject to change. IBM/Cognos Risk Adjusted All release dates and capabilities are subject to the Disclaimer. Profitability Business Drivers Reduced Charge-offs Reduced Charge-offs Early Credit Risk Insight Early Credit Risk Insight BASEL II Compliance BASEL II Compliance Receivables Risk Receivables Risk Credit Policy Monitoring Credit Policy Monitoring Financial Oversight Financial Oversight Key Analysis Dimensions Key Analysis Dimensions Risk Insight Capabilities BUSINESS UNIT ORIGINATIONS ORIGINATIONS FRONT-END FRONT-END BACK-END BACK-END BUSINESS UNIT ANALYSIS ANALYSIS PERFORMANCE PERFORMANCE PERFORMANCE PERFORMANCE PRODUCT PRODUCT Characteristics of Loans Delinquency Analysis Losses Originated Days Past Due Restructures GEOGRAPHY GEOGRAPHY Average Credit Score Lagged Delinquencies Foreclosures Average LTV Current Loans Repossessions CUSTOMER SEGMENT CUSTOMER SEGMENT Origination Volume Bankruptcies Recidivism LOAN VINTAGE LOAN VINTAGE FINANCIAL OVERSIGHT FINANCIAL OVERSIGHT BASEL II REPORTING BASEL II REPORTING POLICY EXCEPTIONS POLICY EXCEPTIONS ACTUAL/ PLAN/ FORECAST ACTUAL/ PLAN/ FORECAST & PROFITABILITY & PROFITABILITY Exposure at Default Credit Policy Exceptions Profitability Probability of Default Exceptions that are DAYS PAST DUE Loss Reserves DAYS PAST DUE Loss Given Default Delinquent Actual v. Plan v. Forecast Capital Ratios RISK RATING RISK RATING A/R Charge-offs PROBABILITY OF DEFAULT PROBABILITY OF DEFAULT Delinquencies 57 © 2010 IBM Corporation
  58. 58. IBM Cognos Webinar-Präsentation, 26.05.2010 Introducing IBM Cognos Express The essential business intelligence and planning capabilities purpose-built for midsize companies 58 © 2010 IBM Corporation
  59. 59. IBM Cognos Webinar-Präsentation, 26.05.2010 Easy to Install Pre-configured solution includes everything required for simple deployment and management Easy to Use Self-service access empowers business users and removes the burden from IT Easy to Buy Packaged and priced right… Start small, start anywhere, deliver immediate value, and grow 59 © 2010 IBM Corporation
  60. 60. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Cognos Express –From Information to Action Information Insight Action 60 © 2010 IBM Corporation
  61. 61. IBM Cognos Webinar-Präsentation, 26.05.2010 Can be purchased in its entirety or individually to meet specific buying agendas. 61 © 2010 IBM Corporation
  62. 62. IBM Cognos Webinar-Präsentation, 26.05.2010 Excel-based planning and business analysis – Extends the familiar Excel front-end with a powerful in- memory analytics engine for multi-dimensional analysis, reporting and planning Self-service reporting and ad hoc query – Breadth of report coverage – operational, transactional, dashboards, ad hoc Freeform analysis and visualization – Real-time analysis with in-memory multidimensional capability Automated planning, budgeting and forecasting – Finance-managed solution (Available in 1H 2010) 62 © 2010 IBM Corporation
  63. 63. IBM Cognos Webinar-Präsentation, 26.05.2010 Cognos Express Cognos 8 Differences Multi Host Limitations Single host No between Cognos Express Host PVU Limitations 32 Cores No und Cognos 8 User Limitations 100 per product No Role based pricing No Yes ERP Adapters No Yes Go!Dashboard No Yes Go!Mobile No Yes Go!Search No Yes Go!Office No Yes Event Management No Yes Analysis for Excel No Yes Virtual View Manager No Yes Distributed Deployments Single host only Yes Analytic Applications No Yes Blueprints Limited (4) Yes Security, Authorization Integrated capabilities Support for enterprise and Access Control only standards Platforms Windows Windows, Linux, All Major Unix 63 © 2010 IBM Corporation
  64. 64. IBM Cognos Webinar-Präsentation, 26.05.2010 IBM Content Analytics Evolving beyond the limited internal view of the business based only on structured transactions Unstructured content provides insight into the market view of the business based on employee, partner and consumer generated content Unstructured content – BI’s Combining structured and missing link unstructured leads to market driven decision making 64 © 2010 IBM Corporation

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