BI & Data Warehouse Business Best Friend in der Bewältigung der Krise

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1 BI & Data Warehouse Business Best Friend in der Bewältigung der Krise DI Johannes Rupp Data Warehousing: Teradata s Core Business World largest Data Warehouse Specialist DWH Solutions 90% of Top 10 Global Telco Firms 6,400 Employees, 1.8 Bill USD Revenue dedicated DWH Specialists 30 years DWH experience (founded Juli 13, 1979) approx. 950 global customers in 100+ countries 70% of Top 10 Global Airlines 50% of Top 10 Global Retailers 60% of Top 10 Global Transportation & Logistics Firms 40% of Top 10 Global Commercial & Saving Banks FORTUNE Global Rankings, January > 1

2 Hardware Software Prof. Services Data Warehousing: Teradata s Core Business World largest Data Warehouse Specialist Integrated Solution Business Consulting Services Architecture Consulting Services Gartner Magic Quadrant for Data Warehouse Database Management Systems Implementation Services Analytic Applications Logical Data Models Database Software (inc. Tools and Utilities) Server Storage Support Services Source: FORTUNE Gartner (December Global Rankings, 2008) January > Fachbereiche Deren Herausforderungen zur Krisenbewältigung Fachbereich Konkurrieren & Erschließung neuer Geschäftsmöglichkeiten Verstehen Beitrag von BI & Data Warehouse Ermöglichung neuer Produkte oder komplett neuer Geschäftsmodelle Erkennung von Prozesskostentreiber & Geschäftsverbesserungspotentiale Ganzeinheitliche Sicht auf den Kunden Optimieren Identifizierung & Vermeidung von Schwachstellen in Prozessen Erhöhung der Treffsicherheit von Aktivitäten Agilität Schnelle Anpassung an neue Geschäftsanforderungen Nutzung vorhandener Assets Verbreitung der Kenntnis vorhandenen BI & DWH Werte Mehrfachnutzung bereits vorhandenen BI & DWH Werte 6 > 2

3 Neues Produkt Norwich Union launches Pay As You Drive Insurance 7 > Neues Geschäftsmodell On an average day on ebay A Diamond Ring is sold every two minutes More than 3 Watches are sold every minute Over 300 stamps are sold every hour 5 Women s handbags are sold every minute A makeup product sold every 2 minutes Over 3600 MP3 players are sold each day An automobile is sold every minute 8 > 3

4 Neues Geschäftsmodell Types of Analytics at ebay Basically measure anything possible - A few examples: Marketing Buyer Experience Finance Trust & Safety Technology Operations Customer Service Loyalty Information Security Infrastructure Finding User Behavior Seller Experience 9 > 9 Neues Geschäftsmodell ebay Analytics Core >50 TB/day of new, incremental data >50 PB/day Always online 24x7x365 Processed >100k data elements >50^10 new records/day >50k chains of logic >5000 business users & analysts turning over a TB every 5 seconds Active/Active 99.9+% Availability Millions of queries/day Near-Real-time Data Access MicroStrategy Business Objects Unica Crystal SAS SQL SOA/DAL Phoenix, AZ Primary Secondary Sacramento, CA Relational Data Teradata 2.5PB Local Interconnect MPP Relational Data MPP 2.2PB Linux Linux Teradata Local Interconnect Wide Area Interconnect 1000 miles Data Integration Ab Initio Informatica Golden Gate UC4 BES SOA > 4

Verstehen & Optimieren Using Customer Knowledge Segmentation 1 Current profitability Current view of potential Life stages, Credit risk Channel preference Vulnerability to attrition BI & DWH

5 Verstehen & Optimieren Using Customer Knowledge Segmentation 1 Current profitability Current view of potential Life stages, Credit risk Channel preference Vulnerability to attrition BI & DWH Requirements to support this Integrated data across different source systems Detailed data Non redundant data (customer duplicates eliminated) Data quality Long data history Advanced analytics 1 Source: Cline and Green, in Banking Strategies, March/April 2002, See also Harvard Business Review case study 11 > Verstehen & Optimieren Investing in Customers Profitability He s better than we thought! Profit Profit Curve Profit We thought he was a lousy, unprofitable customer! Wasn t she in decile 1? Segment Segment The profit curve remained unchanged, but 75% of the entire customer population shifted 2 or more profitability segments! 12 > 5

Verstehen & Optimieren Creating Real ROI Impact Growth 15% more High Value Customers and increased retention of high value customers Acquisition $100+ average increase in value of 100,000 new

6 Verstehen & Optimieren Creating Real ROI Impact Growth 15% more High Value Customers and increased retention of high value customers Acquisition $100+ average increase in value of 100,000 new customers ROI ROI Direct marketing response rates of up to 40%, as compared with an industry average of 2%-4% Revenue per marketing dollar has shown double-digit growth for 3 years 13 > BI & DWH Erfolgskriterien Anforderungen an BI & DWH aus Fachbereichssicht 1. Datenvollständigkeit, -konsistent und redundanzfreiheit, Informationsverfügbarkeit (Daten, Analysen) 2. Integrierte Datensicht (Single View to the Business) 3. Datenaktualität 4. Dem Zweck entsprechende Datenqualität 5. Auffindbarkeit der Daten und Analysen für Business User 6. Zugang (Business User gerechte Komplexität / Informationsverteilung / User Tools, direkter Zugang für Business User auch auf Detaildaten) 7. Umsetzungsspontanität von neuen Fachbereichsanforderungen BI & DWH Time to Market / DWH kann mit den Anforderungen einfach mitwachsen 8. BI & DWH Coaching/Consultancy/Kommunikation/Evangelisierung für die Fachbereiche 9. Business Focus der BI & DWH Abteilung 10.Business adäquate BI & DWH Entscheidungsprozesse & Priorisierung (Governance) 15 > 6

Sind mein DWH und meine Organisation fit für ähnliche Anforderungen der Fachbereiche? Data Warehouse Maturity Assessment Was benötigt mein Unternehmen?

7 Sind mein DWH und meine Organisation fit für ähnliche Anforderungen der Fachbereiche? Data Warehouse Maturity Assessment Was benötigt mein Unternehmen? Ziel ist Übereinstimmung des Reifegrades des Unternehmens und der BI & DWH Landschaft. Operate Business Stages Understand Change Grow Compete Lead Business startup; defining and developing products and services Internal operations; scorecards are product and business unit focused Customer focused; scorecards are crossfunctional or enterprise wide Market segmentation across products and business units; target markets drive strategies Performance measured against competitors and customer profitability Management innovation drives industry standards, practices and productivity Level-0 Level-1 Level-2 Level-3 Level-4 Level-5 Is it happening? What happened? Why did it happen? What will happen? What is happening? Make it happen! DWH Maturity 17 > 7

8 Depth (34 Dimensions) Depth (34 Dimensions) Data Warehouse Maturity Assessment Business Alignment Assessment Approach Business Requirements Corporate Maturity Business Governance Architectural Governance Workload Profile User Access Decision Support Data Management/Governance Enterprise Data Integration Business Continuity Communications and Training : DWH Maturity Scorecard Operate Understand Change Grow Compete Lead Current State Desired State Current/Desired Are Aligned Gap Industry Benchmark Industry average score (based on a score database Teradata has developed from numerous previous assessments) 18 > Data Warehouse Maturity Assessment Business Alignment Assessment Approach DW Maturity Scorecard Operate Understand Change Grow Compete Lead Business Requirements Corporate Maturity Business Governance Current State Architectural Governance Workload Profile User Access Decision Support Data Management/Governance Enterprise Data Integration Business Continuity Desired State Communications and Training : Current State Desired State Current/Desired Are Aligned Gap Industry Benchmark 19 > 8

9 Kontaktadresse DI Johannes Rupp Managing Consultant Storchengasse Vienna Austria Question & Answer 20 > 9

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