1. Understanding Your Customers with Siebel CRM Analytics
Mike Fahner
Consulting Manager, EPM/BI
January 21, 2009

2. Use Business Intelligence to…
Agenda
Use Business Intelligence to…
Empower Everyone in the Organization
Drive Action in Sales, Service, and Marketing Teams
Expand Beyond CRM Reporting to Include Other Enterprise Information
Gain a Competitive Advantage!
The first three topics of the agenda are really a list of key benefits to using Analytics
The last bullet should be your business case for investing in Analytics

3. What is Business Intelligence? Why use it?
Where to Begin
What is Business Intelligence?
Why use it?
Let’s get started with a couple of quick points that give context and perspective

4. Business Intelligence Defined
A set of technologies and processes that use data to understand and analyze business performance
This is a widely accepted broad-based definition of BI

5. Gaining a Competitive Advantage
The answer to the question of why use Analytics or Business Intelligence? … To Gain a Competitive Advantage!

6. The BI Value Proposition
Business Intelligence transforms mission critical data that runs your enterprise processes into insightful, measurable, and actionable information that delivers business results.
The Value Proposition
3 Key Attributes:
Insight
Measurement
Actionable Information

7. The Evolving Role of BI From: To: Analysts Pervasive use
Historical data
Real-time, predictive data
Fragmented view
Unified, enterprise view
Reporting results
Insight-driven business process optimization
In order to enable an insight-driven enterprise, the role of the BI itself needs to evolve.
Today BI in an organization is primarily limited to business analysts and expert users. This can be limiting as the end users in charge of operational, tactical and execution often do not have the insight they need to be more efficient and productive. In order for enterprises to maximize their potential of BI, it has become pervasive such that it is available when and where it is needed and embedded into the daily routine of the entire organization.
BI has to evolve from extracting intelligence from warehouses and historical data. It needs to be forward-looking and provide insight based on both historical and real-time data sources. For example, if you have a customer on the phone and need to drive an intelligent cross-selling offer, you can’t wait for your data warehouse to update, and you can’t offer the upgrade to the “family discount plan” when the customer just told you he is no longer married.
The IT environment today is fragmented – as a result it is difficult to get a unified view of the entire enterprise. The other aspect of this that there are discrepancies in the reports/insight derived from the fragmented systems as every system has its own way of interpreting the data in these disparate systems.
BI needs to evolve such that it is no longer about reporting results but about driving business processes, whether that be driving the actions of front-line users, or becoming seamlessly linked into operational workflow.
Last, you see a shift from disparate BI tools to increasing adoption of pre-built analytic solutions and a unified, enterprise BI infrastructure.
Traditional BI tools were not designed to address this new class of problems - a fundamentally different infrastructure and analytic solutions are required to meet these needs
In the following slides we’ll go through the Oracle BI Suite product, the architecture and how it can enable an insight-driven enterprise.
Analytic tools
Unified infrastructure & prebuilt analytic solutions

8. Your BI Roadmap Benchmark Current Capabilities Establish Your Vision1 2 3 4 5 6
Benchmark Current Capabilities
Establish Your Vision
Plan
Pilot
Execute
Review and Revise
These are the six high level steps to developing a custom BI Roadmap for your organization

9. Becoming an Analytical Competitor
The Five Stages of the BI Life Cycle
Stage 1
Analytically Impaired
Stage 2
Localized Analytics
Stage 3
Analytical Aspirations
Stage 4
Analytical Company
Use this model to determine the benchmark for where your organization currently is (As Is state) and to map where you want to be by when (To Be state)
Stage 5
Analytical Competitor
Terminal Stage
Source: Competing on Analytics – The New Science of Winning, by Thomas H. Davenport, Harvard Business School Press, 2007

10. Understanding Your Customers with Siebel CRM Analytics
Frequently Asked Questions
Who are our Customers?
Who are our best customers?
Are our customer relationships improving or getting worse?
Where are our Opportunities?
Are we pursuing them effectively?
Where should we invest our time and resources?
Are we providing good Service?
Is our Customer Service getting better or worse?
Where can we improve Service? How can we reduce the cost of Service without sacrificing quality of Service?
Back to the Title and purpose of this presentation, the following are common questions that our customers ask themselves when they decide to deploy Siebel CRM Analytics

11. Siebel CRM Analytics - Sales
Sales Subject Areas
Customer Overview
Forecasting
Sales Activity
Orders
Products
Pipeline
Quotes
OOTB Sales metrics, dashboards, and reports supporting these subject areas

12. Siebel CRM Analytics - Service
Service Subject Areas
Activities
Agreements
Orders
Assets
Service Requests
Customer Satisfaction
Response
Real-Time Service Analytics
Activities
Assets
Service Requests
Solutions
OOTB Service metrics, dashboards, and reports supporting these subject areas

13. Example: Service and Contact Center Analytics
Pre-built ETL to extract data from over 3,000 operational tables and load it into the DW, sourced from CRM, call center telephony middleware and other sources. 1
Pre-mapped BI EE metadata, including embedded best practice calculations and metrics for the contact center.
Presentation Layer
Semantic Object Layer
Physical Layer 3
Pre-built warehouse with 15 star-schemas designed for analysis and reporting on contact center & service data. 2
A “best practice” library of over 150 pre-built BI EE Interactive Dashboards and Alerts for service and contact center agents, managers and executives 4
Each prebuilt BI applications includes:
Prebuilt ETL routines to extract data from various sources, in this case from Siebel CRM, call center middleware switches such as Genesis, and other sources.
Prebuilt data warehouse schema, in this case 15 star schemas designed for contact center and service data analysis. These warehouse schema are part of an integrated enterprise warehouse schema that provides conformed dimensions across different BI applications. So you can implement other BI applications are be assured that where logical the data warehouse model will be integrated.
Premapped BI EE metadata, which allows users to immediately start building ad hoc analysis using Oracle BI Answers. This includes definition of best practice calculations and derived measures for the contact center.
Last, the BI applications include an extensive library of prebuilt, role-based interactive dashboards that tailor information by user roles, presenting different information to different classes of users based on their role.
Of course, these applications are built on the BI EE platform, so they can easily be customized or extended to include additional data sources or applications to meet business needs.

14. Siebel CRM Analytics - Marketing
Marketing Subject Areas
Customers
Consumers
Events
Planning
Campaigns
OOTB Marketing metrics, dashboards, and reports supporting these subject areas

15. Empowerment
Question #1 of this presentation: How to empower everyone in your organization with business intelligence?

16. Oracle Business Intelligence Application Features Support…
Empowerment
Oracle Business Intelligence Application Features Support…
Single Source of Truth
Dashboard presentation of metrics that are a priority for your organization
Role-based dashboards and reports
Line of sight reporting through business units
Drill-down capabilities
Roll-up consolidation capabilities

17. Common Enterprise Information Model “Model once, deploy everywhere”
End user adoption is about information consistency and availability where and when its needed. The Common Enterprise Information Model breaks down data silos and makes information available on-demand.
This also enables point and click access to information in an on demand way. Here in Answers you see service metrics, revenue metrics, and inventory metrics all being combined for the user in one place. The user just points and clicks, creates charts, reports, dashboards, etc without needing to worry about where that information is coming from or how different metrics are being calculated. Here you can see a Dashboard, a formatted report, and a Delivers alert with some inventory information all driven off the same business model and same measures. The same consistency would be there whether accessing through any of the Oracle BI EE end user options, or through Web Services, or through Excel.

18. Drive Action
Question #2 of this presentation: How to drive user actions leveraging Sales, Service, Call Center or Marketing Analytics best practices?

19. Oracle Business Intelligence Application Features Support…
Drive Action
Oracle Business Intelligence Application Features Support…
Interactive dashboards
Rules-based thresholds with graphic indicators
Alerts
Dashboard
Pagers
PDAs
Delivers (“Push” technology for reports)
Briefing Books (Pack and Go)
Answers (Ad-hoc analysis and queries)
The key is to make information available the way people want to use it, whether through ad hoc, dashboards, or embedded in other applications.
Information needs to be:
Accessible via the Web – with no downloads that cause problems with firewalls – and fully interactive
Seamless – embedded in operational systems
Adaptive – this last screenshot shows data being accessed from the same information model but for waterfall marketing segmentation
But regardless of the end user access tool, all of the information needs to be tailored, personalized, and secure, yet consistent regardless of how it is accessed, and this is what BI EE provides across the entire suite.

20. Tailored and Personalized Interactions Transparent Business Intelligence
The key is to make information available the way people want to use it, whether through ad hoc, dashboards, or embedded in other applications.
Information needs to be:
Accessible via the Web – with no downloads that cause problems with firewalls – and fully interactive
Seamless – embedded in operational systems
Adaptive – this last screenshot shows data being accessed from the same information model but for waterfall marketing segmentation
But regardless of the end user access tool, all of the information needs to be tailored, personalized, and secure, yet consistent regardless of how it is accessed, and this is what BI EE provides across the entire suite.

21. Guided Analytics Leading Users from Discovery to Action
This is no longer about a stack of reports. Guided Analytics drives alignment and actions through the organization by modeling and making accessible discovery and decision making best practices.
Oracle BI EE is designed with pervasive deployment in mind. With guided analytics users can be led along a path to discovery and action, based on their role. This is enabled by providing intelligent links and analytic alerts and workflows that lead a user to the next logical step or action in an analysis. For example in this case say a VP of Sales is looking at the overall opportunities pipeline. The guided analytics alerts him that the projected sales will be less than last year with a link to find out the reasons why and the actions that can be taken to address this. This enables the VP of Sales to not just look at the data but step in to see what can be done to change this.
Organizations can encapsulate the knowledge and expertise of their best employees in the usage of information and use guided analytics to bring all others to this high level of skill and ability. In this example it is like learning from the expertise of the best salesperson and enabling everyone in the organization.

22. Sense and Respond Real-Time Proactive Monitoring and Response
Delivers/Analytic Agents provides true real-time in context sense and respond capabilities across systems tailored for any user on any device.
Another aspect of delivering more pervasive BI is moving to a more condition-based approach, where the intelligence finds you only when it’s necessary or relevant, or drives multi-step intelligent workflow. It’s not just about bursting reports anymore, it’s about providing intelligence on top of a business process.
For example – say one of my customers, Best Value, places a large order. We want the system to automatically identify large orders like this and sends a notification to the account manager in charge of Best Value – so it’s first interacting with the CRM system. Then we want the BI system to automatically query the Inventory application to make sure there is sufficient inventory to satisfy this large order. If there isn’t enough inventory, the system needs to automatically respond with an alert to the mobile phone of a distribution center manager to stock up for the large order that came in. And since this is a large order, I also want to trigger additional analysis related to this customer’s “lifetime value”, and drive additional steps and process around that specific customer based on projected value.
To do this, I need real-time access to information from multiple sources – in this case both a CRM and inventory systems – and need to be able to set up proactive monitoring, workflow, and information delivery to enable the organization to to sense and respond to changes in real-time. This enables organizations to optimize business workflows and add value to each interaction.

23. Oracle Briefing Books “Pack & Go”
Bring along an electronic “Briefing Book” which is a collection of your most important dashboards. Briefing Books are extremely small, and can be delivered daily for enterprise collaboration.
The content of Oracle BI Dashboard pages can be saved into a "Briefing Book" viewable by anyone with a Briefing Book reader. The Briefing Book provides a way to create snapshots of dashboard pages, view them offline, or share them with others. Multi-page Briefing Books have paging controls and are well-suited for presenting information to others.
Briefing Books also provide a way to archive the information in a dashboard.
They can be saved locally (on a desktop, for example) and can be updated with a single click whenever the user chooses.
The bottom of every Dashboard page has an
“Add to Briefing Book”
Link that automatically builds an electronic briefing book that you carry with you.

24. Moving Beyond Reporting
Question #3 of this presentation: How to expand beyond Siebel CRM reporting to include other data sources?

25. Moving Beyond Reporting
Additional Subject Areas
Additional Data Sources
Custom Business Metrics for Gaining Competitive Advantage
Advancing Capabilities for BI Competitors
Proactive Visualization Support
Predictive Analytic Solutions
Enhanced Collaboration with integrated BI solutions

26. Service & Contact Center
Leverage Prebuilt Oracle BI Applications Built in Best Practices Across Functions and Industries
Auto
Comms. & Media
Complex
Mfg.
Consumer Sector
Energy
Financial Services
High Tech
Insurance
& Health
Life Sciences
Public Sector
Travel & Trans
Sales
Analytics
Service & Contact Center
Analytics
Marketing
Analytics
Financial
Analytics
Supply Chain
Analytics
Workforce
Analytics
Pipeline Analysis
Triangulated Forecasting
Sales Team Effectiveness
Up-sell / Cross-sell
Discounting Analysis
Lead Conversion
Receivables / Payables Analysis
Customer Profitability
Product Profitability
Regulatory Compliance
Expense Management
Cash Flow Analysis
Churn Propensity
Customer Satisfaction
Resolution Rates
Service Rep Effectiveness
Service Cost Analysis
Service Trends
Campaign Scorecard
Response Rates
Product Propensity
Loyalty and Attrition
Market Basket Analysis
Campaign ROI
Supplier Performance
Inventory Analysis
Procurement Cycle Times
Inventory Availability
Employee Expenses
BOM Analysis
Employee Productivity
Compensation Analysis
Compliance Reporting
Workforce Profile
Turnover Trends
Return on Human Capital
Oracle also offers a comprehensive suite of industry-specific analytic applications to optimize performance for sales, service, marketing, contact center, finance, supplier/supply chain, HR/workforce, and executive management. These prebuilt analytic applications integrate and transform data from a range of enterprise sources—including Siebel, Oracle, PeopleSoft, SAP, and others—into actionable intelligence for each business function and user role. These solutions embed best practices by functional area, enabling organizations to roll out BI more quickly and with a greater chance of success. So whether you decide to build a solution from scratch, or leverage one of the prebuilt BI apps, you can maintain one common architecture.
Other Operational & Analytic Sources
Prebuilt adapters:
Oracle BI Suite Enterprise Edition

27. Q
&
Q U E S T I O N S
A N S W E R S A
Did you get a better sense of why you want to use Business Intelligence to gain a competitive advantage in the markets you serve?
Did I answer the three questions that you expected to as a result of this presentation?
How to empower everyone in your organization with business intelligence?
How to drive user actions leveraging Sales, Service, Call Center or Marketing analytics best practices?
How to expand beyond Siebel CRM reporting to include other data sources?

28. For Further Information
Mike Fahner
Consulting Manager, EPM/BI Solutions
Oracle Consulting Services