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Friedel Jonker – Software Client Leader –Travel & Transport




IBM´s Integrated New Intelligence
Solutions to drive Business Value
CXO Version 2011/05/26, 57 Slides




                                                              © 2011 IBM Corporation
Willkommen zu einem intelligenten Jahrzehnt
Wellcome to the century of Intelligence

      Vision 1995                      Realität 2011




2                                                      © 2011 IBM Corporation
To enter new dimensions: Leading not Managing Informations.
    Plan to achieve your Vison. Get new Insights by predictive Analytics.
    Forecast Chances and Risks. Achieve higher Corporate Performance by
    collapsing the time from Information to Business Value. That IBM´s
    defintion of New Intelligence.




                                                                                   Quelle: Welt der Wunder 11/2010
                        A smarter
                        World drives
                        New Intelligence




                    New Intelligence
                    Infrastructures & Applications
                    drives a smarter World




    In neue Dimensionen vordringen: Effiziente Verwaltung von Informationen.
    Tiefe Einblicke durch Analysen. Prognostizieren und bewerten von
    Chancen und Risiken. Schnellere und bessere Entscheidungen. Das
    verstehen wir unter New Intelligence.

3                                                                       © 2011 IBM Corporation
Quelle: Welt der Wunder 11/2010

    The new formula of success for THE NEW PIONEERS of the intelligent
    enterprise in the GLOBAL REALTIME INFORMATION Age is:

    Business Value = TINT(TDI + TBI + TSI + TMI) with

    TINT=Trusted Integration

    TDI=Trusted Data Intelligence

    TBI=Trusted Business Intelligence

    TSI=Trusted Social Intelligence

    TMI=Trusted Marketing Intelligence



4                                                                    © 2011 IBM Corporation
Agenda



     ●   The Job of the Board
     ●   Integrated Master Data Management
     ●   Mobile Business Intelligence
     ●   360 Degreee Customer View, Segmentation and Interaction
     ●   Social Media & Branding
     ●   Smarter Commerce & Pricing

    Attachement:
    IBM Integrated Reference Architecture –Banking Example




5                                                                  © 2011 IBM Corporation
The Job of the Board


6                     © 2011 IBM Corporation
The Job of the Board
    The CEO (Creative, Enthsuiastic and Openminded)
    of today and tommorrow will be obliged to consider
    more information from a greater number
    of sources, in order to synthesize variegated
    data into a sensible and logical world view that
    will facilitate the design of world winning strategies.

    KF Korn/Ferry 21st Century Report




7                                                             © 2011 IBM Corporation
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)


 8                                                                                           © 2011 IBM Corporation
CEOs can Breakaway and Sustain Advantage with
    IBM´s Integrated New Intelligence Solutions

                                                  IBM´s New Intelligence Maturity

                                                                                               Breakaway
                                                                         •Customer and      • Real-time analytics
                                                                          Partner
                                                                          Collaboration     • Integration of external
                                                                                              collective
                                                                         •Business
                                                       •Flexibility in    Process
                                                        internal          Integration
                                                        processes
     Business                                          •Process            Differentiating
                                                                                              •Contextual Business
                                                        Automation                             rules
    Operations                                          and                                   •Pattern-recognition
                                        •Task           Workflow
                                         Integration
  How the business                       (eg, ERP)                              •Master Data Management
                                                           Competitive          •Metrics
applies information to                  •Workgroup
                                         Design                                 •Dashboards/Scorecards
   achieve its goals
   • Policies                           •SOPs
   • Biz Processes                                               •Data Warehouses
                         •Command         Foundational           •Data Governance
   • Organization         and control
                         •Task                                   •Production reporting
                          automation
                            Heroics            •Spreadsheets
                                               •Extracts


                                                Information and Analytics
                                           How the business manages information and learns from it
9                                                                                                                       © 2011 IBM Corporation
CEOs can extend Consumer Insight
To an Integrated New Intelligence Solution
To Drive Business Value                    Smarter                  Business
                                                     Commerce &
                                                     Pricing        Value

For a richer and deeper analysis
of data – its investment and
impact on the bottom line
                                   360 Degree Customer
                                   View, Segmentation &
                                   Interaction
                                                            Social Media
                                                            and Branding

Integrated Master
Data Management
                                   Mobile Business
                                   Intelligence




                                                                    © 2011 IBM Corporation
Integrated Master
     Data Management

11                       © 2011 IBM Corporation
Can you trust your information?




12                                © 2011 IBM Corporation
Information architecture is evolving

                                                                  Dynamically Deliver
     Disconnected Silos                                           Master Information
       of Information                                                                                                         People,
                                                                                                                              Processes,
                                                                                                                              Applications




                               Rich Standards,                Integrated Master Data Mangem.
                                                               Integrated Master Data Mangem.
                            Flexible Architecture

                                                    Repositories,
                                                     Applications




     70% of people’s time   60%+ of CEOs say they                      5X More Value
     can be spent finding   need to do a better job                    creation by organizations
     relevant information   leveraging information                     effective at using
                                                                       information
                                                        Sources: IBM Attributes & Capabilities Study, 2005; Client Interviews 2004; IBM CFO Study, 2006




13                                                                                                                     © 2011 IBM Corporation
Integrated Master Data Management                            Selected Client References
Trust and use your information efficiently by creating and
managing One Single Version of Truth.


Short solution description
Today often the same information resides in different
systems with different quality and different actuality.
This causes data inconsistences resulting in wrong business
decisions.

With IBM´s intelligent integrated Information on Demand
solution stack CXOs will be able to establish
data governance by creating and managing One Single
Data Version of Truth.

Business value
By using trusted data for communication with clients and
partners amadeus can grow the sales volume and reduce
costs and redundant sytems and data management
administration.


14                                                                            © 2011 IBM Corporation
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




15                                                                                                    © 2011 IBM Corporation
Data Warehouse and BI Offerings on System z
The Integrated Information On Demand Value Information Chain / End To End Solution


                        Information                    InfoSphere                                  Cognos 8 BI
                 1
                 1                              2
                                                2                                            3
                                                                                             3
                           Server                      Warehouse
                                                                                                  Dashboards
                          Data Stage                   on System z                                    Scorecards
                          Data Quality                                                                    Query
                                                        Data Repository
                      Information Analyzer                                                                   Reporting
                                                    Multidimensional Analysis
                        Business Glossary                                                                        Analysis
                                                           Data Studio                            XM
                      Replication Server                                                                            Mobile
                                                         Admin Console                                 LA
                       Data Federation                                                                 MD, OD
                     Data Event Publisher                                                                 X BO
                                                                                                               ,
                     Change Data Capture


Operational Source Systems Z                                                                     Cubing Services

      DB 2 zOS
      IMS
      VSAM
      CICS
      SAP on Z
                                                                                                      TA
                                                                        Federated Data           DA
Operational Source non System Z                                                                TA y
                                                                                             ME r
                                                                                         N lossa
                                                                                        O G
     DB LUW                                                                           MM ata
     SAP                                                                            CO D
     Oracle
     Informix u.v.m.

16                                                                                                         © 2011 IBM Corporation
The IBM Solution: InfoSphere Information Server
Delivering information you can trust


                             IBM InfoSphere Information Server

                                          Unified Deployment

        Understand                 Cleanse                    Transform                    Deliver




       Discover, model,       Standardize, merge,            Combine and            Synchronize, virtualize
      define, and govern     and correct information    restructure information     and move information
     information structure                                   for new uses             for in-line delivery
          and content

                                    Unified Metadata Management

                                            Parallel Processing
                             Rich Connectivity to Applications, Data, and Content




17                                                                                              © 2011 IBM Corporation
BeTop in Data Management with IBM BTOP-Model und Business Glossary

     The Information Server Metadata Solution addresses 4 specifics areas of metadata. The
     metadata focus is on data integration tasks which are solved by Information Server and
     includes those linkages to third party information that Information Server is aware of.

                   Business Metadata
        B            – Business rules, Definitions, Terminology, Glossaries, Algorithms
                       and Lineage using business language. Audience: Business users.


        T          Technical Metadata
                     – Defines Source and Target systems, their Table and Fields
                       structures and attributes, Derivations and Dependencies.
                       Audience: Specific Tool Users – BI, ETL, Profiling, Modeling.


        O          Operational Metadata
                     – Information about application runs: their frequency, record counts,
                       component by component analysis and other statistics. Audience:
                       Operations, Management and Business Users.

        P          Project Metadata
                     – Documents and audits development efforts, assigns Stewards, and
                       handles change management. Audience: Operations, Stewards,
                       Tool Users and Management.
18                                                                                     © 2011 IBM Corporation
Integration / Scalability / Security / High Performance




     Complexity reduction




19                                                         © 2011 IBM Corporation
Comparison of IBM Smart Analytics System to Custom
Why is it better to purchase the System as opposed to the piece parts?




                                                                               IBM Smart Analytics System*                       Custom*



                                          One Call support                     Included                              Not Available



                                          Coordinated Stack certification      Included                              Not Available
                                          (SW, OS, & Firmware)




                                          Services
                                             Implementation                     Included                            1 off
                                             Premium Support                    Included                            1 off
                                             Health Check                       1st year Included                   1 off




                                          Server, Storage, SW               Power 550, DS5300, Cognos, &          Power 550, DS5300, Cognos, &
                                                                            InfoSphere Warehouse                  InfoSphere Warehouse




                                          Bottom Line                       All of the above part of the System   $ Significantly more expensive




     Additional benefits with the pre-defined IBM Smart Analytics System configurations
        Time to price configuration - 24 hr turn around time (on XS, S, & M configs)
        Less than 2 weeks to fill order (on XS, S, & M configs)




20                                                                                                                                                 © 2011 IBM Corporation
IBM System z with the new zEnterprise and Smart Analytics
Optimizer at




21                                                          © 2011 IBM Corporation
Mobile Business
     Intelligence

22                     © 2011 IBM Corporation
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%


 BI/Anayltics Nr. 1                   Mobility Solutions                                                                                    66%
                                                                                                                                                   71%



der Investitionen zurCustomer and Partner Collaboration                                                                                    64%
                                                                                                                                                       73%
                                                                                                                                                                   Low
                                                                                                                                                                   growth
  Steigerung der                   Self-Service Portals                                                                                63%
                                                                                                                                                   71%


                                                                                                                                                                   High
   Wettbewerbs-              Application Harmonization                                                                                62%
                                                                                                                                             67%
                                                                                                                                                                   growth
                                                                                                                                                  70%
      fähigkeit         Business Process Management                                                                                  61%

                                                                                                                                                 68%
                                                               SOA/Web Services                                              55%

    IBM Global CIO Study 2009                               Unified Communication                                              57%
                                                                                                                                       63%


  Source: IBM Global CIO Study 2009; n = 2345

  23                                                                                                                                               © 2011 IBM Corporation
Business Intelligence ist lt. Gartner schon seit 2006
      die Nr. 1 auf der CIO Agenda




     Gartner EXP “Gartner: Making the Difference - The 2008 CIO Agenda”, Mark P. McDonald Tina Nunno Dave Aron, January 2008


24                                                                                                                    © 2011 IBM Corporation
IBM Synergy Play 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




25                                                                          © 2011 IBM Corporation
Mobile Business Intelligence                             Selected Client References
Mobilizing minds and create business value from your global
employees, customers and partners at anytime, anywhere with
any device

Short solution description
The world has changed since the invention of the Apples Iphone,
Ipad and Googles Android and Samsungs mobile Tabs.
Now everyone can do everything by a touch on a screen.
Employees, customers and partners expect to do what they do
at home now in business too. With IBM´s Business
Intelligence on the Move companies can use their trusted information
to easily develop, manage and distribute their information in
realtime to anyone, anywhere on any device.

Business value
CXOs can use this new intelligence to improve their current
products and services and to develop new products and service
innovations to drive even better business value.




26                                                                        © 2011 IBM Corporation
IBM Cognos 10 – Breadth of Analysis Styles




                 Unified Workspace across multiple
                          styles of analysis

                                                  Business
                                                    Insight



 Analytical Reporting    Trending        Scenario Modeling   Advanced Analytics
         Drill          Slice and Dice        What-if           What might be




27                                                                   © 2011 IBM Corporation
Simplify Interfaces, Unify Common Tasks, & Do More…
Business Insight – Workspace to easily assemble dashboards,
view/interact/analyze result sets, and collaborate
Drag-and-drop content                                      Do More…
                                                    Exploration & Analysis with
Reports &                                           Business Insight Advanced
Analysis
                            Business Insight

      TM1
     Cubes


 Real-Time
 Monitoring                                          Social Collaboration with
                                                       Lotus Connections


     Metrics
                         Unified BI workspace
     Toolbox

28                                                                © 2011 IBM Corporation
IBM Cognos Collaboration
        IBM Cognos 10 BI                              Lotus Connections




        Reports




     Ad-hoc queries        IBM Cognos
                           Collaboration   Blogs      Activities   Profiles          Files




        Analysis                                   Wikis   Bookmarks Communities




      Dashboards

29                                                                  © 2011 IBM Corporation
IBM Cognos 10 Überblick – Extend the Reach of BI
 Right Information, Right Time, Simple and Quickly




30                                                   © 2011 IBM Corporation
360 Degree
     Customer View &
     Interaction
31                     © 2011 IBM Corporation
360 Degree Customer View & Interaction Selected Client References
Acting by knowing. Know your customers and partners
exploiting your trusted information and integrate this knowledge
into your systems and activities.

Short solution description
CXOs can use this 360 degree customer view &
interaction for analyzing their customer and partner information
and to setup an interaction research process to optimize
business decisions like target group campaign management,
personalized offerings, realtime recommendations, next best offerings,
action scoring, predictive alerting and more.

Business value
By applying better knowledge and interacting with target customers
and partners amadeus will increase customer satisfaction and
sales volumes.




32                                                                       © 2011 IBM Corporation
IBM SPSS Predictive Analytics
                                                             Realtime Recommenda-
                                                             Tions for Call Center




                                             Personalized
                                             Offerings



            Target Group                 Analytical
            Campaign Management          Decision
                                       Improvement                     Action Scoring




                                                                  Predictive Alerting

Direct Mail Response Optimization
                                    Risk Scoring and Fraud
                                    Prevention
  33                                                                           © 2011 IBM Corporation
IBM SPSS Predictive Analytics
4 Key Categories

          Data Collection
          Delivers accurate view of customer attitudes & opinions
              • IBM SPSS Data Collection

          Statistics
          Drives confidence in your results & decisions
              • IBM SPSS Statistics

          Modeling
          Brings repeatability to ongoing decision making
              • IBM SPSS Modeler
              • IBM SPSS Text Analytics

          Deployment
          Maximizes the impact of analytics in your operation
             • IBM SPSS Decision Management
             • IBM SPSS Collaboration & Deployment Services

34   34                                                             © 2011 IBM Corporation
Social Media &
     Branding

35                    © 2011 IBM Corporation
Zu 6:




36      © 2011 IBM Corporation
Social Media and Branding                                  Selected Client References
Listen to your clients and partners by analyzing
the internet content in extranets and social networks

Short solution description
Facebook and Twitter has changed the world. Now your
clients and partners can communicate their opinons about
a company, products and services worldwide. With IBM´s
Social Media and Branding Solution CXOs can now
analyze social media source areas to optimize their
business decisions (improve Social Media awareness,
brand recognition and product and services awareness).

Business value
By analyzing campaigns, competition, products,services, etc.
within the www amadeus gets better insights, can react faster
and will be much more proactive. This will result in increasing
customer satisfaction and more revenue.




37                                                                         © 2011 IBM Corporation
IBM Cognos Consumer Insight
     We provide analytics that listen, measure and analyze social media
                     performance to more effectively:


                                   Understand your customer needs to target new
 Grow Your                         offers and products more cost-effectively through
 Business                          different social media channels


                                    Evaluate your corporate reputation and make
 Enhance Your                       evidence-based messaging decisions that target
 Reputation                         the right stakeholders at the right time

                                    Respond more quickly with accurate, timely and
 Improve your                       relevant insight into customer requests to
 customer experience                ensure a consistent brand experience across
                                    all channels

        Create Relationships. Build Advocacy. Improve Loyalty.

38                                                                     © 2011 IBM Corporation
IBM Cognos Consumer Insight
                                         Business Drivers
            Competitive Analysis        Corporate Reputation
                                        Corporate Reputation              Customer Care
                                                                          Customer Care

                         Campaign Effectiveness
                         Campaign Effectiveness             Product Insight


                                                         Product Capabilities
      Source Areas
                                             COMPREHENSIVE                    SENTIMENT
        FACEBOOK
        FACEBOOK                               ANALYSIS
                                             Keyword Search               Dimensional
                                             Dimensional                  Analysis
          BLOGS
          BLOGS
                                             Navigation                   Filtering
                                             Drill Through to             Voice
                                             Content
     DISCUSSION FORUMS
     DISCUSSION FORUMS


                                           AFFINITY ANALYTICS            EVOLVING TOPICS
         TWITTER
         TWITTER

                                             Relationship Tables         Relevant Topics
       NEWSGROUPS
       NEWSGROUPS                            Relationship Matrix         Associated Themes
                                             Relationship Graph          Ranking and Volume

       MULTILINGUAL
       MULTILINGUAL



39                                                                                            © 2011 IBM Corporation
How IBM Cognos Consumer Insight Works?


      •Automatically                  Process content             •Communicate insight
     identify and tag                based on relevance             broadly across the
     relevant content                   to business                     business




                                  •Admin User
                                    Interface
                                                                                    Interactive
        3rd Party Providers                                                       Visualization &
                                    •Crawl                                            Analysis
                                                   •Semantic &
                                                                   Search-led
                                                     Faceted
                                                   Search Index       Data
        Multiple Languages        •Information                     Exploration
                                    Extraction

                                                                    Cognos
        Web content                •Compute                        Reports &
                                 Infrastructure     •Database      Analytics


                              Analytics Platform                  Integrated UI

40                                                                                 © 2011 IBM Corporation
Evolving Topics –
           Capture a weighted summary of discussions to determine snippets that share
      the same terms and ascertain related topics above and beyond your analysis of trends
                           and common discussion topics across time



     Determine risks and opportunities of related topics
     to corporate reputation, campaigns and customer
     service
     More effectively target broader adjacent themes and
     events to link your product, services and corporate
     messages to, while prioritizing and ranking their
     relevance and applicability for proactive campaigns
     Expand your social media campaigns to incorporate
     other discussion contexts by analyzing evolving topics
     related to hot word sentiment and by targeting other
     social media communities or communication channels




41                                                                                © 2011 IBM Corporation
Leveraging Business Analytics
     Seamless integration with the Cognos BI environment for more sophisticated analysis –
      providing the only solution on the market readily able to leverage a broader business
                                       analytics environment



• Create an analytic glide path to your strategic
  operational and transactional data sources by
  integrating seamlessly IBM Cognos Consumer
  Insight with Cognos BI to drive actionable insights
  and optimize performance
• Make actionable insights accessible by providing
  the users with an intuitive interface for easy drill-
  down into and reporting on the data, via a dashboard
  configured to or by the individual user groups
• Support cause and effect analysis by integrating
  data from other data sources into the social network
  insights dashboard




42                                                                                 © 2011 IBM Corporation
Integrated Smarter
     Commerce & Pricing

43                    © 2011 IBM Corporation
Customers & Channels
User behaviour                                  Multi-Channel
on websites                                                                Advertising Solution
                                                                           Advertising Solution
                                                (Call Center)
With Laptops,                                                                Analytics
PCs                                                                          Explore
                                                                             AdTarget
(cross session)
                                                                             Impression Attribution
                                                                             Search
                                                                             Social


                                                  Multi-Channel            Personaliiziing Soluton
                                                                           Personaliiziing Soluton
                                                                             Analytics
                                                                             Explore
                                                                             Intelligent Offer
                                                                             LIVEmail
Mobile Devices
(websites & apps)                                                          Retargeting Solution
                                                                           Retargeting Solution
                                                    Customer Attributes      Analytics
                                                                             Explore
                                                    (offline)                AdTarget
Off-Site Impressions                           • CRM Data                    Impression Attribution
(Social Media)                                 • Loyalty Programm Status     Lifecycle
                       Off-Site Impressions                                  LIVEmail
                                               • Scoring
                       (display-ads & other)   • Demographic Data
                                               • etc…



44                                                                                      © 2011 IBM Corporation
Integrated Smarter Commerce                               Selected Client References
& Pricing
Customers today have multiple channels to get information,
communicate with employees and to buy products and
services.

Short solution description
Based on user behavior on different channels CXOs
can improve customers experience by planning, coordiating
and executing advertising, personalizing, retargeting
and pricing more efficiently.

Business value
By knowing and interacting with target customers and
partners CXOs will be able to adress customer needs
faster and better which will increase customer satisfaction and
sales volumes.




45                                                                        © 2011 IBM Corporation
46
Solution Scenario
Planning, coordinating & executing marketing campaigns to stimulate commerce demand
     Manage Marketing across Multiple Interaction Channels
       – Cross-channel marketing strategy is defined and planned using Unica
       – Coremetrics is used to track consumer actions, and make relevant recommendations
       – The e-commerce web site and order capture is provided by WebSphere Commerce
       – Customer experience with responsive interaction is guaranteed by workload optimized systems
                                       Optimize display and search results with
                                    Coremetrics AdTarget and Coremetrics Search
        Marketing messages and
       campaigns are defined and
     planned using Unica Campaign




                                                                                                     Web




                                                                                                                    Mobile
                                                                                                           Retail
Insights from                                                                                              Store
social media,                                                                                              Systems
third party
                                                                                                 Store
websites,
purchase                                                                          Deliver custom landing pages with targeted
history ,etc                                                                      messages and promotions via WebSphere
                                      Generate demand with Unica eMessage               Commerce Precision Marketing
                                         (email creation, delivery, tracking
                                             Capture responses and refine
46                                                                                                          © 2011 IBM Corporation
Attachement:
     IBM Integrated Reference Architecture
     –Banking Example




47                                           © 2011 IBM Corporation
Banking Reference Architecture                                                                                      (CC&I Domain)                … with IBM SWG Product Overlays
                 Channels                                                                                            Lotus Forms
                                                                                                                                                                        Banking Enterprise
                                                                                                                                                                        Core Systems                                 Business             Banking
                  Branches                                                                                         Forms
                                                                                                                                                                        Information                                   Mgmt                & Credit
                                                                                                                   Mgmt             Business Processes                                                                                   Operations
                                                                                                                                                                        Systems
                                                                                                                                                                                                                           Debt           Credit Cards
                                                                                                                   Rules             Service      Marketing                              Customer
                                                                                                                   Engine           Processes     Processes                             Relationship                                         General
                                                                                                                         iLog                                                                                              Risk
                                                                                                                                                                                           Mgmt                                              Ledger

                    ATMs                                                                                          Electronic         Compliance          Sales           Business           Marketing                      Fraud
                                                                                                                                                                                                                                            Corporate
                                                                                                                                     Processes                                                                                               Banking
                                                                                                                  Signature                            Processes          Partner           Decision                                          Retail
                                                                                                                                                                         Services           Support                       Product            Banking
                                                                                                                                                     WebSphere
                                                                                                                                                  Business Monitor    Real                 Relationship                                       Loan
                                                                                                                                        Process Models             Campaign Mgr            Management                 Resource             Origination
                                                                                                                  Utility                         & Business Events
                                                                                                                                                                           3rd Party




                                              Presentation / Interaction Services
Customer                                                                                                         Systems              Process Manager                   Products/Svcs
                                                                                                                                                                                              Case
                                                                                                                                                                                                                      Regulatory            Payments
                                                                                                                                                 WebSphere                                 Management
                 Call Centers




                                                                                    Enterprise Access Services
                                WebSphere                                                                                                              Process Server
                                  Portal
                                      Thin                                                                                                                        Service Registry
                                                                                                                                                                   Service Registry            Service Mgmt
                                                                                                                                                                                              Service Mgmt                               Enterprise
                                                                                                                                                                                                                                      External
                                     Client                                                                         Enterprise Service Hub
                                                                                                                     Enterprise Service Bus                         & Repository
                                                                                                                                                                     & Repository             && Invocation
                                                                                                                                                                                                Invocation                              Service Bus
                                                                                                                                                                                                                                  Services Gateway
                                                                                                                                                       WebSphere ESB, MQ, Message Broker
                   Internet
                                                                                                                                          Data Integration/                         Information
                                                                                                                                        Information Services                                                                             FICO
                                                                                                                                                                                                                                         Fico
                                                                                                                       Customer                                                     Framework                                           Credit




                                                                                                                                                                                             Banking Industry
                                                                                                                       Analytics                                                                                                        Scores
                                     Rich
                                     Client                                                                       Cognos, SPSS




                                                                                                                                                                                                 Models
                                                                                                                                         DataStage               Master                                         Content
                                                                                                                       Business                                                                                                     Demographic
                 Relationship                                                                                           Insight
                                                                                                                                        QualityStage              Data                                           Mgmt                  Data
                                                                                                                                                                 Mgmt MDM                                       Systems
                  Managers /
                    Agents                                                                                             Search &                                            Server
                                                                                                                                                                                                                                      3rd party
                                                                                                                       Discovery                                                                                                        Data
                                                                                                                       Analytics                                Customer                                        Document
                                                                                                                      EAS                                       Account                                           Mgmt
                                                                                                                                                                 Product                                         Systems
                                       WMBTT Server                                                                    Threat &                                                                                      FileNet
                                                                                                                         Fraud                  Banking Data
                                                                                                                       Analytics
                                                                                                                                                 Warehouse Banking                                       Unstructured
                   Mobile           Multi-Channel                                                                     Customer                               Data        Data                                Data
                                                                                                                                                                         Marts
                   Banking           Integration                                                                       Insight
                                                                                                                                                           Warehouse

                                                                                                                     & Analytics                                 Data                   Information
                                        WMBTT (Build                                                                                                          Warehousing               Foundation
                                          Option)

                                                                                                                                                                                                                               Tivoli (ITM, TAM, …)
                                                                                                                                   Security, Management & Governance
                                                                                                                                        Governance & Monitoring

 48   May 2011
                                                                                                                         Rapid Development & Integration                                                              Modeler, WID, RSA, IDA, …
                                                                                                                                                                                                                           © 2011 IBM Corporation
Enterprise Architecture provides the “city plan” for business and IT
            “building blocks”

                                                                                                                Component Business Model
                                          Business                                               Technology
                                         Opportunity                                             Availability    "slice, analyse and transform"
                                                                                                                                     Business          Financial          Product/        Production

                                                                              Information                                          Administration     Management          Process



                                                        Business
                                                                                                                                   Corporate/LOB                          Portfolio
                                                                                                                                                         Financial                         Production
                                                                                                                                     Strategy &                           Strategy &
                                                                                                                                                        Planning &                          Strategy
                                                                                                                                      Planning                             Planning

                                                                              Technology                                 Direct    Organization &
                                                                                                                                                        Forecasting
                                                                                                                                                                          Research &
                                                                                                                                                                                             Master
                                                                                                                                                                                           Production

                                                        Strategy
                                                                                                                                   Process Policies                      Development
                                                                                                                                                        Capital                             Planning
                                                                                                                                                      Appropriation

                                                                                Strategy
                                                                                                                                       Alliance                          Design Rules      Production
                                                                                                                                      Strategies        Planning
                                                                                                                                                                          & Policies     Rules & Policies

                                                                                                                                   Human Capital           Risk           Program          Production
                                                                                                                                    Management         Management        Management        Scheduling
                                                                                                                                                      & Internal Audit   Configuration
                                                                                                                                      Legal &
                                                                                                                                                                         Management        Production
     Enterprise wide focus




                                                                                                                                     Regulatory
                                                                                                                         Control                         Treasury




                              Strategy
                                                         Enterprise Architecture                                 Enterprise Architecture
                                                                                                                      “the city plan”
                                                        Business                   IT
                                                       Architecture           Architecture
                                                       Processes                  Users
                                                       Information                Applications
                              Planning                 People                     Data
                                                       Locations                  Technology

                                                               Transition Plan
        Project focus




                                                        Business Operating Environment                             System Architecture
                                                              and IT Infrastructure                                     functional aspects
                             Design and                                                                                 operational aspects
                              Delivery
                                                                   IT Solutions
                                                                                                                “the infrastructure and single
                                                                                                                         building design”

49                                                                                                                                                                            © 2011 IBM Corporation
Synergy across IBM Software
to Deliver Strategic Solutions
for CXOs                                                        Collaboration
                                                                • Collaborative capabilities
                                                                • Dashboards Increase user
                                                                  experience


                                 Trusted Information
                                 • Trusted information                                         ECM
                                                                                               • Search & discovery
Strategic Initiatives              (data lineage, business
                                   glossary)                                                   • Content management
                                                                                               • Governance
that Drive Synergy               • Advanced analytics
                                 • Scalable information
                                   platform
Requirements
                                                             Performance Management
                                                              • Business Intelligence
                                                              • Financial Performance
                                                                Management
     Collaboration                                                                             Business Integration
                                 Development & Project                                          & SOA
     Business Optimization        Management Tools                                             • Business optimization
                                 • Increase development                                        • Operational BI (process
     Information Agenda            community adoption                                            integration, rules engine)
                                 • Embedding BI                                                • BPM (business monitor,
     Governance and Regulatory   • implify performance                                           engine)
     Compliance                    testing                                                     • Scalability
     Standardization
                                                                  Security & System
                                                                   Management
                                                                  • Enterprise security
                                                                  • Increase manageability




50                                                                                                     © 2011 IBM Corporation
IBM Cognos a Leader in the Forrester Wave™: Enterprise BI Platforms




                                                                                                The Forrester Wave is copyrighted by Forrester
                                                                                                Research, Inc. Forrester and Forrester Wave are
                                                                                                trademarks of Forrester Research, Inc. The Forrester
                                                                                                Wave is a graphical representation of Forrester's call on a
                                                                                                market and is plotted using a detailed spreadsheet with
                                                                                                exposed scores, weightings, and comments. Forrester
                                                                                                does not endorse any
                                                                                                vendor, product, or service depicted in the Forrester
                                                                                                Wave. Information is based on best available resources.
                                                                                                Opinions reflect judgment at the time and are subject to
                                                                                                change.


     Source: Forrester Research Inc. “The ForresterWave: Enterprise Business Intelligence Platforms, Q4 2010”, Oct 21, 2010.
     Full report can be accessed at http://www.ibm.com

51                                                                                                                                    © 2011 IBM Corporation
IBM Unica –Leader in CRM Mulitchannel Campaign Management




52                                                          © 2011 IBM Corporation
IBM Coremetrics –Leader in Web Analytics




53                                         © 2011 IBM Corporation
Questions?



                         問
                         題
            Ερωτή
            Ερωτή
                                  Fragen

       ?Vragen
               σεις
               σεις
                                      问
                                      题


     ?
     Preguntas                        Cwestiwn



       ?
      Domande

             質
                      Questions
                                  Perguntas

             問

54                                               © 2011 IBM Corporation
© Copyright IBM Corporation 2011 All rights reserved. The information contained in these materials is provided for informational purposes only, and 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, these materials. Nothing contained in these materials 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 these materials 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 these materials 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. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of
 the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.



55                                                                                                                                                                   © 2011 IBM Corporation
Contact Details




 Friedel Jonker           Wilhelm-Fay-Strasse 30-34
 Dipl.-Kaufmann           D-65936 Frankfurt
 Software Client Leader
 Travel & Transport       Phone (+49)-69-6645-1227
 IBM Software Group       Fax (+49)-69-6645-5640
 Information Management   Mobile (+49)-160-9638657
                          Jonker@de.ibm.com




 56                                                   © 2011 IBM Corporation
57   © 2011 IBM Corporation

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Ibm integrated new intelligence solutions 2011

  • 1. Friedel Jonker – Software Client Leader –Travel & Transport IBM´s Integrated New Intelligence Solutions to drive Business Value CXO Version 2011/05/26, 57 Slides © 2011 IBM Corporation
  • 2. Willkommen zu einem intelligenten Jahrzehnt Wellcome to the century of Intelligence Vision 1995 Realität 2011 2 © 2011 IBM Corporation
  • 3. To enter new dimensions: Leading not Managing Informations. Plan to achieve your Vison. Get new Insights by predictive Analytics. Forecast Chances and Risks. Achieve higher Corporate Performance by collapsing the time from Information to Business Value. That IBM´s defintion of New Intelligence. Quelle: Welt der Wunder 11/2010 A smarter World drives New Intelligence New Intelligence Infrastructures & Applications drives a smarter World In neue Dimensionen vordringen: Effiziente Verwaltung von Informationen. Tiefe Einblicke durch Analysen. Prognostizieren und bewerten von Chancen und Risiken. Schnellere und bessere Entscheidungen. Das verstehen wir unter New Intelligence. 3 © 2011 IBM Corporation
  • 4. Quelle: Welt der Wunder 11/2010 The new formula of success for THE NEW PIONEERS of the intelligent enterprise in the GLOBAL REALTIME INFORMATION Age is: Business Value = TINT(TDI + TBI + TSI + TMI) with TINT=Trusted Integration TDI=Trusted Data Intelligence TBI=Trusted Business Intelligence TSI=Trusted Social Intelligence TMI=Trusted Marketing Intelligence 4 © 2011 IBM Corporation
  • 5. Agenda ● The Job of the Board ● Integrated Master Data Management ● Mobile Business Intelligence ● 360 Degreee Customer View, Segmentation and Interaction ● Social Media & Branding ● Smarter Commerce & Pricing Attachement: IBM Integrated Reference Architecture –Banking Example 5 © 2011 IBM Corporation
  • 6. The Job of the Board 6 © 2011 IBM Corporation
  • 7. The Job of the Board The CEO (Creative, Enthsuiastic and Openminded) of today and tommorrow will be obliged to consider more information from a greater number of sources, in order to synthesize variegated data into a sensible and logical world view that will facilitate the design of world winning strategies. KF Korn/Ferry 21st Century Report 7 © 2011 IBM Corporation
  • 8. 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) 8 © 2011 IBM Corporation
  • 9. CEOs can Breakaway and Sustain Advantage with IBM´s Integrated New Intelligence Solutions IBM´s New Intelligence Maturity Breakaway •Customer and • Real-time analytics Partner Collaboration • Integration of external collective •Business •Flexibility in Process internal Integration processes Business •Process Differentiating •Contextual Business Automation rules Operations and •Pattern-recognition •Task Workflow Integration How the business (eg, ERP) •Master Data Management Competitive •Metrics applies information to •Workgroup Design •Dashboards/Scorecards achieve its goals • Policies •SOPs • Biz Processes •Data Warehouses •Command Foundational •Data Governance • Organization and control •Task •Production reporting automation Heroics •Spreadsheets •Extracts Information and Analytics How the business manages information and learns from it 9 © 2011 IBM Corporation
  • 10. CEOs can extend Consumer Insight To an Integrated New Intelligence Solution To Drive Business Value Smarter Business Commerce & Pricing Value For a richer and deeper analysis of data – its investment and impact on the bottom line 360 Degree Customer View, Segmentation & Interaction Social Media and Branding Integrated Master Data Management Mobile Business Intelligence © 2011 IBM Corporation
  • 11. Integrated Master Data Management 11 © 2011 IBM Corporation
  • 12. Can you trust your information? 12 © 2011 IBM Corporation
  • 13. Information architecture is evolving Dynamically Deliver Disconnected Silos Master Information of Information People, Processes, Applications Rich Standards, Integrated Master Data Mangem. Integrated Master Data Mangem. Flexible Architecture Repositories, Applications 70% of people’s time 60%+ of CEOs say they 5X More Value can be spent finding need to do a better job creation by organizations relevant information leveraging information effective at using information Sources: IBM Attributes & Capabilities Study, 2005; Client Interviews 2004; IBM CFO Study, 2006 13 © 2011 IBM Corporation
  • 14. Integrated Master Data Management Selected Client References Trust and use your information efficiently by creating and managing One Single Version of Truth. Short solution description Today often the same information resides in different systems with different quality and different actuality. This causes data inconsistences resulting in wrong business decisions. With IBM´s intelligent integrated Information on Demand solution stack CXOs will be able to establish data governance by creating and managing One Single Data Version of Truth. Business value By using trusted data for communication with clients and partners amadeus can grow the sales volume and reduce costs and redundant sytems and data management administration. 14 © 2011 IBM Corporation
  • 15. 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 15 © 2011 IBM Corporation
  • 16. Data Warehouse and BI Offerings on System z The Integrated Information On Demand Value Information Chain / End To End Solution Information InfoSphere Cognos 8 BI 1 1 2 2 3 3 Server Warehouse Dashboards Data Stage on System z Scorecards Data Quality Query Data Repository Information Analyzer Reporting Multidimensional Analysis Business Glossary Analysis Data Studio XM Replication Server Mobile Admin Console LA Data Federation MD, OD Data Event Publisher X BO , Change Data Capture Operational Source Systems Z Cubing Services DB 2 zOS IMS VSAM CICS SAP on Z TA Federated Data DA Operational Source non System Z TA y ME r N lossa O G DB LUW MM ata SAP CO D Oracle Informix u.v.m. 16 © 2011 IBM Corporation
  • 17. The IBM Solution: InfoSphere Information Server Delivering information you can trust IBM InfoSphere Information Server Unified Deployment Understand Cleanse Transform Deliver Discover, model, Standardize, merge, Combine and Synchronize, virtualize define, and govern and correct information restructure information and move information information structure for new uses for in-line delivery and content Unified Metadata Management Parallel Processing Rich Connectivity to Applications, Data, and Content 17 © 2011 IBM Corporation
  • 18. BeTop in Data Management with IBM BTOP-Model und Business Glossary The Information Server Metadata Solution addresses 4 specifics areas of metadata. The metadata focus is on data integration tasks which are solved by Information Server and includes those linkages to third party information that Information Server is aware of. Business Metadata B – Business rules, Definitions, Terminology, Glossaries, Algorithms and Lineage using business language. Audience: Business users. T Technical Metadata – Defines Source and Target systems, their Table and Fields structures and attributes, Derivations and Dependencies. Audience: Specific Tool Users – BI, ETL, Profiling, Modeling. O Operational Metadata – Information about application runs: their frequency, record counts, component by component analysis and other statistics. Audience: Operations, Management and Business Users. P Project Metadata – Documents and audits development efforts, assigns Stewards, and handles change management. Audience: Operations, Stewards, Tool Users and Management. 18 © 2011 IBM Corporation
  • 19. Integration / Scalability / Security / High Performance Complexity reduction 19 © 2011 IBM Corporation
  • 20. Comparison of IBM Smart Analytics System to Custom Why is it better to purchase the System as opposed to the piece parts? IBM Smart Analytics System* Custom* One Call support Included Not Available Coordinated Stack certification Included Not Available (SW, OS, & Firmware) Services Implementation Included 1 off Premium Support Included 1 off Health Check 1st year Included 1 off Server, Storage, SW Power 550, DS5300, Cognos, & Power 550, DS5300, Cognos, & InfoSphere Warehouse InfoSphere Warehouse Bottom Line All of the above part of the System $ Significantly more expensive Additional benefits with the pre-defined IBM Smart Analytics System configurations Time to price configuration - 24 hr turn around time (on XS, S, & M configs) Less than 2 weeks to fill order (on XS, S, & M configs) 20 © 2011 IBM Corporation
  • 21. IBM System z with the new zEnterprise and Smart Analytics Optimizer at 21 © 2011 IBM Corporation
  • 22. Mobile Business Intelligence 22 © 2011 IBM Corporation
  • 23. 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% BI/Anayltics Nr. 1 Mobility Solutions 66% 71% der Investitionen zurCustomer and Partner Collaboration 64% 73% Low growth Steigerung der Self-Service Portals 63% 71% High Wettbewerbs- Application Harmonization 62% 67% growth 70% fähigkeit Business Process Management 61% 68% SOA/Web Services 55% IBM Global CIO Study 2009 Unified Communication 57% 63% Source: IBM Global CIO Study 2009; n = 2345 23 © 2011 IBM Corporation
  • 24. Business Intelligence ist lt. Gartner schon seit 2006 die Nr. 1 auf der CIO Agenda Gartner EXP “Gartner: Making the Difference - The 2008 CIO Agenda”, Mark P. McDonald Tina Nunno Dave Aron, January 2008 24 © 2011 IBM Corporation
  • 25. IBM Synergy Play 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 25 © 2011 IBM Corporation
  • 26. Mobile Business Intelligence Selected Client References Mobilizing minds and create business value from your global employees, customers and partners at anytime, anywhere with any device Short solution description The world has changed since the invention of the Apples Iphone, Ipad and Googles Android and Samsungs mobile Tabs. Now everyone can do everything by a touch on a screen. Employees, customers and partners expect to do what they do at home now in business too. With IBM´s Business Intelligence on the Move companies can use their trusted information to easily develop, manage and distribute their information in realtime to anyone, anywhere on any device. Business value CXOs can use this new intelligence to improve their current products and services and to develop new products and service innovations to drive even better business value. 26 © 2011 IBM Corporation
  • 27. IBM Cognos 10 – Breadth of Analysis Styles Unified Workspace across multiple styles of analysis Business Insight Analytical Reporting Trending Scenario Modeling Advanced Analytics Drill Slice and Dice What-if What might be 27 © 2011 IBM Corporation
  • 28. Simplify Interfaces, Unify Common Tasks, & Do More… Business Insight – Workspace to easily assemble dashboards, view/interact/analyze result sets, and collaborate Drag-and-drop content Do More… Exploration & Analysis with Reports & Business Insight Advanced Analysis Business Insight TM1 Cubes Real-Time Monitoring Social Collaboration with Lotus Connections Metrics Unified BI workspace Toolbox 28 © 2011 IBM Corporation
  • 29. IBM Cognos Collaboration IBM Cognos 10 BI Lotus Connections Reports Ad-hoc queries IBM Cognos Collaboration Blogs Activities Profiles Files Analysis Wikis Bookmarks Communities Dashboards 29 © 2011 IBM Corporation
  • 30. IBM Cognos 10 Überblick – Extend the Reach of BI Right Information, Right Time, Simple and Quickly 30 © 2011 IBM Corporation
  • 31. 360 Degree Customer View & Interaction 31 © 2011 IBM Corporation
  • 32. 360 Degree Customer View & Interaction Selected Client References Acting by knowing. Know your customers and partners exploiting your trusted information and integrate this knowledge into your systems and activities. Short solution description CXOs can use this 360 degree customer view & interaction for analyzing their customer and partner information and to setup an interaction research process to optimize business decisions like target group campaign management, personalized offerings, realtime recommendations, next best offerings, action scoring, predictive alerting and more. Business value By applying better knowledge and interacting with target customers and partners amadeus will increase customer satisfaction and sales volumes. 32 © 2011 IBM Corporation
  • 33. IBM SPSS Predictive Analytics Realtime Recommenda- Tions for Call Center Personalized Offerings Target Group Analytical Campaign Management Decision Improvement Action Scoring Predictive Alerting Direct Mail Response Optimization Risk Scoring and Fraud Prevention 33 © 2011 IBM Corporation
  • 34. IBM SPSS Predictive Analytics 4 Key Categories Data Collection Delivers accurate view of customer attitudes & opinions • IBM SPSS Data Collection Statistics Drives confidence in your results & decisions • IBM SPSS Statistics Modeling Brings repeatability to ongoing decision making • IBM SPSS Modeler • IBM SPSS Text Analytics Deployment Maximizes the impact of analytics in your operation • IBM SPSS Decision Management • IBM SPSS Collaboration & Deployment Services 34 34 © 2011 IBM Corporation
  • 35. Social Media & Branding 35 © 2011 IBM Corporation
  • 36. Zu 6: 36 © 2011 IBM Corporation
  • 37. Social Media and Branding Selected Client References Listen to your clients and partners by analyzing the internet content in extranets and social networks Short solution description Facebook and Twitter has changed the world. Now your clients and partners can communicate their opinons about a company, products and services worldwide. With IBM´s Social Media and Branding Solution CXOs can now analyze social media source areas to optimize their business decisions (improve Social Media awareness, brand recognition and product and services awareness). Business value By analyzing campaigns, competition, products,services, etc. within the www amadeus gets better insights, can react faster and will be much more proactive. This will result in increasing customer satisfaction and more revenue. 37 © 2011 IBM Corporation
  • 38. IBM Cognos Consumer Insight We provide analytics that listen, measure and analyze social media performance to more effectively: Understand your customer needs to target new Grow Your offers and products more cost-effectively through Business different social media channels Evaluate your corporate reputation and make Enhance Your evidence-based messaging decisions that target Reputation the right stakeholders at the right time Respond more quickly with accurate, timely and Improve your relevant insight into customer requests to customer experience ensure a consistent brand experience across all channels Create Relationships. Build Advocacy. Improve Loyalty. 38 © 2011 IBM Corporation
  • 39. IBM Cognos Consumer Insight Business Drivers Competitive Analysis Corporate Reputation Corporate Reputation Customer Care Customer Care Campaign Effectiveness Campaign Effectiveness Product Insight Product Capabilities Source Areas COMPREHENSIVE SENTIMENT FACEBOOK FACEBOOK ANALYSIS Keyword Search Dimensional Dimensional Analysis BLOGS BLOGS Navigation Filtering Drill Through to Voice Content DISCUSSION FORUMS DISCUSSION FORUMS AFFINITY ANALYTICS EVOLVING TOPICS TWITTER TWITTER Relationship Tables Relevant Topics NEWSGROUPS NEWSGROUPS Relationship Matrix Associated Themes Relationship Graph Ranking and Volume MULTILINGUAL MULTILINGUAL 39 © 2011 IBM Corporation
  • 40. How IBM Cognos Consumer Insight Works? •Automatically Process content •Communicate insight identify and tag based on relevance broadly across the relevant content to business business •Admin User Interface Interactive 3rd Party Providers Visualization & •Crawl Analysis •Semantic & Search-led Faceted Search Index Data Multiple Languages •Information Exploration Extraction Cognos Web content •Compute Reports & Infrastructure •Database Analytics Analytics Platform Integrated UI 40 © 2011 IBM Corporation
  • 41. Evolving Topics – Capture a weighted summary of discussions to determine snippets that share the same terms and ascertain related topics above and beyond your analysis of trends and common discussion topics across time Determine risks and opportunities of related topics to corporate reputation, campaigns and customer service More effectively target broader adjacent themes and events to link your product, services and corporate messages to, while prioritizing and ranking their relevance and applicability for proactive campaigns Expand your social media campaigns to incorporate other discussion contexts by analyzing evolving topics related to hot word sentiment and by targeting other social media communities or communication channels 41 © 2011 IBM Corporation
  • 42. Leveraging Business Analytics Seamless integration with the Cognos BI environment for more sophisticated analysis – providing the only solution on the market readily able to leverage a broader business analytics environment • Create an analytic glide path to your strategic operational and transactional data sources by integrating seamlessly IBM Cognos Consumer Insight with Cognos BI to drive actionable insights and optimize performance • Make actionable insights accessible by providing the users with an intuitive interface for easy drill- down into and reporting on the data, via a dashboard configured to or by the individual user groups • Support cause and effect analysis by integrating data from other data sources into the social network insights dashboard 42 © 2011 IBM Corporation
  • 43. Integrated Smarter Commerce & Pricing 43 © 2011 IBM Corporation
  • 44. Customers & Channels User behaviour Multi-Channel on websites Advertising Solution Advertising Solution (Call Center) With Laptops, Analytics PCs Explore AdTarget (cross session) Impression Attribution Search Social Multi-Channel Personaliiziing Soluton Personaliiziing Soluton Analytics Explore Intelligent Offer LIVEmail Mobile Devices (websites & apps) Retargeting Solution Retargeting Solution Customer Attributes Analytics Explore (offline) AdTarget Off-Site Impressions • CRM Data Impression Attribution (Social Media) • Loyalty Programm Status Lifecycle Off-Site Impressions LIVEmail • Scoring (display-ads & other) • Demographic Data • etc… 44 © 2011 IBM Corporation
  • 45. Integrated Smarter Commerce Selected Client References & Pricing Customers today have multiple channels to get information, communicate with employees and to buy products and services. Short solution description Based on user behavior on different channels CXOs can improve customers experience by planning, coordiating and executing advertising, personalizing, retargeting and pricing more efficiently. Business value By knowing and interacting with target customers and partners CXOs will be able to adress customer needs faster and better which will increase customer satisfaction and sales volumes. 45 © 2011 IBM Corporation
  • 46. 46 Solution Scenario Planning, coordinating & executing marketing campaigns to stimulate commerce demand Manage Marketing across Multiple Interaction Channels – Cross-channel marketing strategy is defined and planned using Unica – Coremetrics is used to track consumer actions, and make relevant recommendations – The e-commerce web site and order capture is provided by WebSphere Commerce – Customer experience with responsive interaction is guaranteed by workload optimized systems Optimize display and search results with Coremetrics AdTarget and Coremetrics Search Marketing messages and campaigns are defined and planned using Unica Campaign Web Mobile Retail Insights from Store social media, Systems third party Store websites, purchase Deliver custom landing pages with targeted history ,etc messages and promotions via WebSphere Generate demand with Unica eMessage Commerce Precision Marketing (email creation, delivery, tracking Capture responses and refine 46 © 2011 IBM Corporation
  • 47. Attachement: IBM Integrated Reference Architecture –Banking Example 47 © 2011 IBM Corporation
  • 48. Banking Reference Architecture (CC&I Domain) … with IBM SWG Product Overlays Channels Lotus Forms Banking Enterprise Core Systems Business Banking Branches Forms Information Mgmt & Credit Mgmt Business Processes Operations Systems Debt Credit Cards Rules Service Marketing Customer Engine Processes Processes Relationship General iLog Risk Mgmt Ledger ATMs Electronic Compliance Sales Business Marketing Fraud Corporate Processes Banking Signature Processes Partner Decision Retail Services Support Product Banking WebSphere Business Monitor Real Relationship Loan Process Models Campaign Mgr Management Resource Origination Utility & Business Events 3rd Party Presentation / Interaction Services Customer Systems Process Manager Products/Svcs Case Regulatory Payments WebSphere Management Call Centers Enterprise Access Services WebSphere Process Server Portal Thin Service Registry Service Registry Service Mgmt Service Mgmt Enterprise External Client Enterprise Service Hub Enterprise Service Bus & Repository & Repository && Invocation Invocation Service Bus Services Gateway WebSphere ESB, MQ, Message Broker Internet Data Integration/ Information Information Services FICO Fico Customer Framework Credit Banking Industry Analytics Scores Rich Client Cognos, SPSS Models DataStage Master Content Business Demographic Relationship Insight QualityStage Data Mgmt Data Mgmt MDM Systems Managers / Agents Search & Server 3rd party Discovery Data Analytics Customer Document EAS Account Mgmt Product Systems WMBTT Server Threat & FileNet Fraud Banking Data Analytics Warehouse Banking Unstructured Mobile Multi-Channel Customer Data Data Data Marts Banking Integration Insight Warehouse & Analytics Data Information WMBTT (Build Warehousing Foundation Option) Tivoli (ITM, TAM, …) Security, Management & Governance Governance & Monitoring 48 May 2011 Rapid Development & Integration Modeler, WID, RSA, IDA, … © 2011 IBM Corporation
  • 49. Enterprise Architecture provides the “city plan” for business and IT “building blocks” Component Business Model Business Technology Opportunity Availability "slice, analyse and transform" Business Financial Product/ Production Information Administration Management Process Business Corporate/LOB Portfolio Financial Production Strategy & Strategy & Planning & Strategy Planning Planning Technology Direct Organization & Forecasting Research & Master Production Strategy Process Policies Development Capital Planning Appropriation Strategy Alliance Design Rules Production Strategies Planning & Policies Rules & Policies Human Capital Risk Program Production Management Management Management Scheduling & Internal Audit Configuration Legal & Management Production Enterprise wide focus Regulatory Control Treasury Strategy Enterprise Architecture Enterprise Architecture “the city plan” Business IT Architecture Architecture Processes Users Information Applications Planning People Data Locations Technology Transition Plan Project focus Business Operating Environment System Architecture and IT Infrastructure functional aspects Design and operational aspects Delivery IT Solutions “the infrastructure and single building design” 49 © 2011 IBM Corporation
  • 50. Synergy across IBM Software to Deliver Strategic Solutions for CXOs Collaboration • Collaborative capabilities • Dashboards Increase user experience Trusted Information • Trusted information ECM • Search & discovery Strategic Initiatives (data lineage, business glossary) • Content management • Governance that Drive Synergy • Advanced analytics • Scalable information platform Requirements Performance Management • Business Intelligence • Financial Performance Management Collaboration Business Integration Development & Project & SOA Business Optimization Management Tools • Business optimization • Increase development • Operational BI (process Information Agenda community adoption integration, rules engine) • Embedding BI • BPM (business monitor, Governance and Regulatory • implify performance engine) Compliance testing • Scalability Standardization Security & System Management • Enterprise security • Increase manageability 50 © 2011 IBM Corporation
  • 51. IBM Cognos a Leader in the Forrester Wave™: Enterprise BI Platforms The Forrester Wave is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave are trademarks of Forrester Research, Inc. The Forrester Wave is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments. Forrester does not endorse any vendor, product, or service depicted in the Forrester Wave. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Source: Forrester Research Inc. “The ForresterWave: Enterprise Business Intelligence Platforms, Q4 2010”, Oct 21, 2010. Full report can be accessed at http://www.ibm.com 51 © 2011 IBM Corporation
  • 52. IBM Unica –Leader in CRM Mulitchannel Campaign Management 52 © 2011 IBM Corporation
  • 53. IBM Coremetrics –Leader in Web Analytics 53 © 2011 IBM Corporation
  • 54. Questions? 問 題 Ερωτή Ερωτή Fragen ?Vragen σεις σεις 问 题 ? Preguntas Cwestiwn ? Domande 質 Questions Perguntas 問 54 © 2011 IBM Corporation
  • 55. © Copyright IBM Corporation 2011 All rights reserved. The information contained in these materials is provided for informational purposes only, and 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, these materials. Nothing contained in these materials 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 these materials 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 these materials 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. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others. 55 © 2011 IBM Corporation
  • 56. Contact Details Friedel Jonker Wilhelm-Fay-Strasse 30-34 Dipl.-Kaufmann D-65936 Frankfurt Software Client Leader Travel & Transport Phone (+49)-69-6645-1227 IBM Software Group Fax (+49)-69-6645-5640 Information Management Mobile (+49)-160-9638657 Jonker@de.ibm.com 56 © 2011 IBM Corporation
  • 57. 57 © 2011 IBM Corporation