Kan du förutse och reagera på hot och möjligheter? Optimera driften och kapitalisera på nya intäktskällor? Proaktivt hantera riskerna samtidigt som du ökar effektiviteten? Affärsanalys och Optimering (BAO) är din starkaste bundsförvant i dagens ekonomi. Tidigare var informationsdränkning ett hinder för att fatta bra beslut. Idag ger teknik och analysexpertis det omvända. Ju mer omfattande och varierad informationen är desto bättre kan organisationer förutse vad som kommer att hända i framtiden och vidta effektiva åtgärder. I denna session går vi djupare in på vad Affärsanalys och Optimiering är och hur det kan ge ditt företag bättre översikt av affärsverksamheten, resultatet och marknaden. Talare: Johan Walldius, Associate Partner - Business Analytics & Optimization Leader, Global Business Services, IBM och Rolf Rosell, Country Manager Information Management, IBM Denna presentation hölls på ett seminariepass för Business Analytics and Optimization under IBM Software Day 2010.

1. Välkommen
till Seminarierum 3
Välj kanal 3
1 © 2010 IBM Corporation

2. IBM Software Day
Affärsanalys & Optimering
Smarter Decisions for Optimized Performance
© 2010 IBM Corporation

3. Overview
IBM brings the
New complexity Enterprises must We know how to get
comprehensive
creates an imperative fundamentally change started with BAO
solutions enterprises
for change the way they work program and initiatives
need to break away
The growing velocity of the Intelligent enterprises IBM has created the BAO
Let’s work together to
volume, variety and leverage information to Service Line - to bring
determine priorities, assess
granularity of information is reach better, faster together world class
your situation, identify new
driving unprecedented decisions, optimal actions, capabilities for our clients,
opportunities, and begin
complexity. and more predictable leveraging software from
delivering value.
outcomes. IBM and other vendors
3 © 2010 IBM Corporation

4. The growing velocity of the volume, variety, and granularity of
information is driving new, unprecedented complexity
Today, the processing power of the web is about equivalent to Tomorrow’s issues
one human brain. By 2040, it will exceed the total processing
power of all of humanity and opportunities
will be bigger and
harder to solve in
Every day, 15 petabytes of new information are ways that defy our
being generated. This is eight times more than imaginations today
the information in all U.S. libraries
80% of new data growth is Timelines for action
unstructured content
will be compressed
beyond current
ability to respond
By 2010, the amount of digital information will INFORMATION
grow to 988 exabytes (equivalent to a stack of
books from the sun to Pluto and back)
We are approaching a
“do or die” moment:
enterprises that act will
survive to prosper, and
those that don’t will be
washed away
* Source: TED 2007: Predicting the Next
5000 Days of the Web. IBM analysis
4 © 2010 IBM Corporation

5. Businesses today have an entirely new way to compete: BAO. But
most have yet to take analytics the full distance.
Business process
Breakaway
integration (e.g., CRM) Prescriptive, real-time,
pattern-based strategies
and collaboration
with situational context
Business
Process
operations automation
Differentiating
and workflow
maturity
How the business Competitive Predictions,
applies information to Task integration contextual business
achieve its goals (e.g., ERP) rules and patterns
• Policies
• Business Foundational Master data
Processes management,
Command dashboards and
• Organization
and control Data warehouses, scorecards
Ad hoc governance and
Spreadsheets production reporting
and extracts
Source: Breaking Away with Business
Analytics and Optimization: New
intelligence meets enterprise operations
Information and analytics maturity
available in late 2009 at How the business manages information and learns from it
www.ibm.com/gbs/intelligent-enterprise.
5 © 2010 IBM Corporation

6. Competitive advantage insight requires information access and speed
4 in 5 business leaders see information as a source of competitive advantage
1 in 2 don’t have access to information across their organizations needed to do their jobs
1 in 3 business leaders frequently make critical decisions without information they need
Skilled Back office
Sense and Instinct and
analytics Decision Efficient
respond intuition
experts Support
Point of
Predict and Real-time, impact
Everyone Optimized
act fact-driven Action
Support
Source: Business Analytics and Optimization for the Intelligent Enterprise, April 2009. www.ibm.com/gbs/intelligent-enterprise
© 2010 IBM Corporation

7. Overview
IBM brings the
New complexity Enterprises must We know how to get
comprehensive
creates an imperative fundamentally change started with BAO
solutions enterprises
for change the way they work program and initiatives
need to break away
The growing velocity of the Intelligent enterprises IBM has created the BAO
Let’s work together to
volume, variety and leverage information to Service Line - to bring
determine priorities, assess
granularity of information is reach better, faster together world class
your situation, identify new
driving unprecedented decisions, optimal actions, capabilities for our clients,
opportunities, and begin
complexity. and more predictable leveraging software from
delivering value.
outcomes. IBM and other vendors
7 © 2010 IBM Corporation

8. Business Analytics and Optimization is the next big investment area
for companies – similar to ERP or CRM in the past
Business
Transactional Resource Business Process
Analytics
Automation Planning Management
& Optimization
• Task / Process • Business Efficiency • Cross-functional • Enterprise Integration
Automation • Aggregation and Data Integration • Detection, Direction &
• Recording & Warehousing • Performance Prediction
Reporting Measurement
$105B 8%
$566B 3% CGR*
CGR*
Source: IBM Analysis on addressable market opportunity based on GMV 1H09 data; includes addressable Hardware, Software and Services opportunity. CGRs 2009-2012
8 © 2010 IBM Corporation

9. Increasing the organization’s level of analytical sophistication allows an
organization to build breakaway capability
Analytics Sophistication
What What could
happened? happen? How can we
Simulation achieve the
Captured best outcome?
How many, Optimization
how often,
Detected
where? What if these
trends
continue?
Inferred
What exactly is Forecasting How can
the problem? achieve the
Use structured and Made consumable and best outcome
unstructured Data accessible to everyone, What will and address
optimized for their specific happen next variability?
• Numeric
What actions if? Predictive Stochastic
• Text purpose, at the point of are needed? Optimization
Modelling
• Image impact, to deliver better
• Audio decisions and actions
• Video through: Seeing Seeing Seeing
Yesterday Today Tomorrow
Descriptive Predictive Prescriptive
Analytics Analytics Analytics
9 © 2010 IBM Corporation

10. Advanced Analytics is a breakthrough leverage point to secure and scale
Data Foundation and Operational Transformation revenues
Operational Transformation
Transformation
Operational Transformation Management
Change Adoption Value Realization
• Act on new insights
• Articulate value
• Drive stakeholder adoption Client Business Functions and Use Cases
Business Intelligence
Sample
Advanced Analytics Dashboard & Analytical Business Outputs
Reporting Data Marts Rules • Next best
• Answer hardest business questions product/
• Enable advanced analytics service
• Customer
• Leverage capabilities for speed Advanced Analytical Decision contact
Support strategy
Enterprise Service
Data Foundation Bus
• Eliminate data redundancy
• Rationalize ETL and data repositories Master Data
• Information governance Management Other Data Sources
10 © 2010 IBM Corporation

11. Top performers have the right management systems, tools, and
culture – enabling them to seek, evaluate and act on opportunities
Winning Characteristics Top Performer Advantages
32.5%
25%
3X High quality information
22.7%
21.9X
5.6X
Strong decision
15X
3.2X support toolset
4.4%
1.5% 1.5%
Challenging Anticipating Empowered
Disrupt the status quo to
improve the business and
Predict and prepare
for the future by
Enable and empower
employees to analyse,
2.5X Keen focus on driving
business change
create new opportunities evaluating trade-offs decide and act
proactively
Chart shows differences at the highest achievement levels Source: Breaking Away with Business Analytics and
Optimization: New intelligence meets enterprise
Key: Top performers (i.e., 1st quintile relative to industry peers) operations at www.ibm.com/gbs/intelligent-enterprise.
Lower performers (i.e., 4th and 5th quintile relative to industry peers)
Relative difference of top performers to lower performers
11 © 2010 IBM Corporation

12. 12 © 2010 IBM Corporation

13. Overview
IBM brings the
New complexity Enterprises must We know how to get
comprehensive
creates an imperative fundamentally change started with BAO
solutions enterprises
for change the way they work program and initiatives
need to break away
The growing velocity of the Intelligent enterprises IBM has created the BAO
Let’s work together to
volume, variety and leverage information to Service Line - to bring
determine priorities, assess
granularity of information is reach better, faster together world class
your situation, identify new
driving unprecedented decisions, optimal actions, capabilities for our clients,
opportunities, and begin
complexity. and more predictable leveraging software from
delivering value.
outcomes. IBM and other vendors
13 © 2010 IBM Corporation

14. BAO is one of four growth initiatives for IBM and an area of massive
investment across the company
IBM financial roadmap 2015 Unparalleled Corporate Investment
IBM Business Analytics will grow to $16B
• $12B investment acquiring 20 companies
(approx) by 2015 and contribute 20% of
IBM’s growth since 2005
• More than 7,000 dedicated consultants
Smarter • 7 Analytics Solutions Centers
Planet •
• Optimized hardware and software offerings
• Largest math department in private industry
• Double investment in analytics research in the
Growth Business
Markets Analytics next two years
• Significant marketing investment worldwide in
New Intelligence through Smarter Planet
Cloud and Next
Generation Data
Center
Creating unique value for clients
Source: IBM Investor Relations, May 2010; $16B refers to cross-IBM revenue including Software, Services and Systems.
14 © 2010 IBM Corporation

15. Client-value oriented view
IBM Vision Smarter Planet
Value Smarter Decisions for Optimized Performance
Promise
Market
Theme New Intelligence Category
Client Value Intelligent Profitable Growth
Cost-takeout and Efficiency Proactive Risk Management
Proposition
BAO (Business Analytics and Optimization)
BAO Solution Set
Cross Financial Commun-
Industry Services Public Distribution Industrial ications
Information Agenda
Customer Analytics
Solutions Finance/Fraud/Risk Analytics
Supply Chain / Operational Analytics
Human Capital Analytics
BAO Foundation / Simplification
Business Analytics and Optimization Platforms
Performance Management & Analysis Business Process Management
Software Advanced Analytics Collaboration, Web 2.0
Platforms Information Integration and Master Data Management
Enterprise Content Management
Data Warehouse and Other Data Management
Operate and Application Mgmt Hosting DC Outsourcing BPO
Run Method
Hardware Information Technology
15 © 2010 IBM Corporation

16. Client-value oriented view
IBM Vision Smarter Planet
Value Smarter Decisions for Optimized Performance
Promise
Market
Theme New Intelligence Category
Client Value Intelligent Profitable Growth
Cost-takeout and Efficiency Proactive Risk Management
Proposition
BAO (Business Analytics and Optimization)
BAO Solution Set
Cross Financial Commun-
Industry Services Public Distribution Industrial ications
Information Agenda
Customer Analytics
Customer Analytics
Solutions Finance/Fraud/Risk Analytics
Finance/Fraud/Risk Analytics
Supply Chain / Operational Analytics
Human Capital Analytics
BAO Foundation / Simplification
Business Analytics and Optimization Platforms
Performance Management & Analysis Business Process Management
Software Advanced Analytics Collaboration, Web 2.0
Platforms Information Integration and Master Data Management
Enterprise Content Management
Data Warehouse and Other Data Management
Operate and Application Mgmt Hosting DC Outsourcing BPO
Run Method
Hardware Information Technology
16 © 2010 IBM Corporation

17. Finance, Risk & Fraud is an important area for us…
What clients wants What IBM supports clients with
Strategic Decision Making and
Finance Risk Fraud
Timely Actions
• Timely and relevant inputs into enterprise
strategy and decision making processes Performance Management
• Effective processes to measure and assess the
results and impacts of strategic initiatives Dashboards & Scorecards Prevention
Reliable Enterprise Enterprise Risk Detection &
Performance Management Management Prioritization
Profitability
• Operational
• Integrated processes that enable standard, fact- Reporting
based enterprise planning and forecasting • Credit
• Timely approach to identify, monitor and impact • Market Investigation &
core drivers of profitability, growth and risk
• Granular insights into both daily and periodic
Remediation
financial performance Compliance • Case
Regulatory Risk Management
Reporting • Solvency II
• IFRS • Collections
A Controlled Environment • Basel II / III
• XBRL
• Standardized enterprise data to support Monitoring &
managing and mitigating enterprise risk Risk Operations
• A timely, targeted approach to monitor, detect, Planning, Reporting
investigate and prevent fraud and abuse Budgeting &
• Streamlined production of external and internal Forecasting Event Monitoring & Analytics
compliance and performance reports
Organizations want to proactively manage their results and take
timely action against potential impediments to profitability & growth
17 © 2010 IBM Corporation

18. …as is Customer Analytics
What clients want What clients do
Customer Lifetime Value Marketing Customer Exp /
Sales Analytics
Analytics Service Analytics
• Customer loyalty/advocacy Demand and sales planning and forecasting Customer
• Customer acquisition moments-of-truth,
• Cross/up-sell Brand Mgmt Merchandising and points-of-pain and
• Customer retention/ win-back offering localization satisfaction mgmt
Customer profiling
Soc’l Ntwrk Channel effectiveness and resource
Analysis assignment / deployment
Segmentation and Next best action / offer
Productivity clustering
Campaign management WWW/Branch/
• Eliminate ineffective spend and Retail design
non-productive customer contacts Media mix
• Optimize productive customer optimization; Tiered treatment
contacts Resource planning
• Act at the right time for the best Sales targeting and lead management
outcome Product feature
assessment Customer contacts and request routing
Organizations want their customers to buy, buy more and stay
longer (and invite others to do the same)
18 © 2010 IBM Corporation

19. Three types of analytics programs deliver productivity or growth benefits
Areas of Benefits Analytic Solutions Benefits
• Lower Finance costs as a % of • Higher productivity of finance
revenue FTEs via IT enablement
Business Finance / Risk / • Transactional activity cost • Maximize ROI – tactical and
Fraud Analytics reduction strategic cash improvement
Productivity • Headcount reduction opportunities
Improve control, • Improved demand visibility • Better customer channel
bottom line and stop
Supply Chain / Ops and management management
Analytics • More accurate supply chain • Increased global operations
losses management alignment
• Increased sales • Increased customer lifetime value
Advanced Customer • Eliminated unproductive • Improved advertising reach and
Return to Analytics
marketing spend effectiveness
• Reduced non-productive • Reduced attrition
growth customer contacts
Intelligent profitable • More effective deployment of • Optimized sales activities
growth
Human Capital headcount • More effective service agents
Analytics • Improved productivity in sales
and field force
• Reduced repository footprints and data model objects
Infrastructure • Reduced number of data integration programs and tools
Analytics • Rationalized the disparate reporting tools and maintenance
Productivity Simplification /
• Reduced analysts data gathering time
• Eliminate multiple data silos
Take-out cost and BAO Foundation • Enhanced trust level of data and broadened access
improve efficiency • Increased data accuracy
• Increased capability through cross-functional correlations
19 © 2010 IBM Corporation

20. Overview
IBM brings the
New complexity Enterprises must We know how to get
comprehensive
creates an imperative fundamentally change started with BAO
solutions enterprises
for change the way they work program and initiatives
need to break away
The growing velocity of the Intelligent enterprises IBM has created the BAO
Let’s work together to
volume, variety and leverage information to Service Line - to bring
determine priorities, assess
granularity of information is reach better, faster together world class
your situation, identify new
driving unprecedented decisions, optimal actions, capabilities for our clients,
opportunities, and begin
complexity. and more predictable leveraging software from
delivering value.
outcomes. IBM and other vendors
20 © 2010 IBM Corporation

21. Three entry points to get started with Business Analytics and
Optimization Do you have a BAO strategy
but need a proof of value to
get implementation funding?
Are you suffering
from an overly
complex
information
environment?
An Industry Context &
Technology Innovation to
Accelerate the Journey Is information consistent
but devoid of business
Are there recognized relevance?
opportunities with no
plan of action?
21 © 2010 IBM Corporation

22. Taking BAO to Market
BAO Business Value Accelerators are short-term projects (4-8 weeks) that
provide actionable roadmaps for clients and are opportunities to starburst
into large analytics programs
• Reduce complexity and redundancies in existing information environment
Business Analytics and existing information based projects
1 and Optimization • Improve business differentiation and value through predictive analytics
Jumpstart and improve deployment of information throughout the business
• Deliver information agenda as a strategic roadmap
• Improve financial operations efficiency to outperform peers
Finance • Streamlining core finance functions to reduce costs
2
Healthcheck • Raise analytics quality for faster reaction to changes and threats
• Improve the validity and timeliness of analytics and decisions
• Identify high-risk areas for fraud, abuse and error
3 Fraud and Abuse • Prioritize list of events and observations for investigation that
Diagnostic contains detailed explanation of suspicious behaviors
• Create better cases that can be worked faster by investigators
Cognos Application • Leverage existing Cognos investments to improve business performance
4 while also reducing operating and maintenance costs
Healthcheck
22 © 2010 IBM Corporation

24. Lunch
24 © 2010 IBM Corporation