Emirates NBD is embarking on a journey to create an intelligent enterprise through business intelligence (BI). The objectives are improved business planning, customer acquisition and retention, effective marketing, and regulatory compliance. Previously, BI capabilities were unstructured with separate departments and underleveraged infrastructure. Now, Emirates NBD is centralizing data, elevating the BI function, and standardizing processes. Key steps include establishing data stewardship, demand management, and moving to an enterprise data warehouse with a single data model. This will help transform the BI program from tactical to strategic and deliver automated, predictive insights.

1. Emirates NBD
Embarking on a journey towards an Intelligent Enterprise
Sanjay Uppal
Group Chief Financial Officer
Emirates NBD
KPMG : Business Intelligence & Datawarehousing Conference
18 December 2008
Dubai

2. What is Business Intelligence ?
Input Output
Business
Feedback
It is about
b
running your
business
intelligently
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3. Our Objective
Improved
Business
Planning
Customer
Determine Acquisition
Profitability &
ENBD
Retention
BI
Function
Effective Regulatory
Marketing Compliance
Providing greater insight and decision support
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4. BI in EmiratesNBD : October 2007
Two separate Business
p
Intelligence departments
Existing infrastructure and tools ‐
not fully leveraged
t f ll l d
Increasing demand from
business
Unstructured Organization
Amidst a technology overhaul
A id t t h l h l
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5. ENBD BI Demand Framework
Treasury
Inv.
Islamic
Islamic
Services &
Banking
Brokerage
Finance
Finance
IT Operations
Support BI
Cards Processing Audit
Functions Demand
HR
Consumer Finance
Risk &
Corporate
C t
Compliance
Banking
Basel II
Retail
Banking
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6. Moving towards exceeding the benchmark
Technology
Technology
Organization Access to Information
Architecture
Department/Business De‐ Partly* Separated Part of Dash Datamart Cognos Excel
Cubes
Functions Centralized centralized from core Core board access Reports Reports
Corporate Banking
Retail banking
Islamic Banking
Investment Services
Risk
Treasury
IT Ops/Cards
Processing
Support Functions
(HR, Finance)
* Dedicated Data marts were built to cater to business units
Then Now
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7. Where are we headed ?
Emirates NBD has embarked on a structured path towards
Centralizing the data into a “single version of truth“
Elevating the BI function to add strategic value for the Group
Fully standardizing the process framework for the BI Function
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8. Our Current Status
ENBD
Infant Child Teenager Adult Sage
Scope Individual Department Division Enterprise Inter‐Enterprise
Somewhat
Non‐existent or Very committed &
Sponsorship committed &
Uncommitted accountable
accountable
BI Maturity Model from TDWI*
Competitive
Value Cost Center Tactical Mission‐Critical Strategic
Differentiator
2‐3 yrs BI or data service
Central DW with
Non‐Integrated Non‐Integrated via service‐
Architecture Spreadmarts
Data marts Data warehouses
or without data
oriented
marts
architecture
Somewhat Somewhat
Not trustworthy, Fully trustworthy,
trustworthy, not trustworthy,
Data not timely, not timely, and
timely, and Not timely, and
comprehensive comprehensive
comprehensive comprehensive
Most Somewhat
companies are Non‐ standardized Fully standardized
Development standardized
processes processes
here But moving processes
towards here
View Static Analyze Trends
y Automate
Delivery
D li Monitor Processes
M it P Predict Outcomes
P di t O t
Reports and Issues Processes
* The Data Warehousing Institute (TDWI), a leading association of BI & DW professionals (www.tdwi.org)
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9. Achieving Our Vision (Roadmap developed with KPMG)
Short Term (6 – 12 Months)
Short Term (6 12 Months) Medium Term (12‐18 Months)
Medium Term (12 18 Months) Long Term (18‐36 Months)
Long Term (18 36 Months)
Data stewardship and Data quality
Enterprise Data warehouse based
on a single Enterprise Data model
Demand Mgmt process
Project management &
time‐tracking systems
Charge‐back mechanism
Ch b k h i
Cognos training for BUs
BAs Specialization to Specific Business
BAs Specialization to Specific Business
Credentials packs and Newsletters Cross functional BI Champions team
People Process Technology Communication
Initiatives undertaken for FY2008 9

10. ……the journey continues
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