Find how to add more value to your Business Intelligence and Performance Management solutions by incorporating predictive analytics using IBM Cognos 10. Learn about the integration of Predictive Analytics and SPSS functionality, and how it fits with the Cognos platform. View the video recording and download this deck: http://www.senturus.com/resources/ibm-cognos-10-demo-predictive-analytics/. Senturus, a business analytics consulting firm, has a resource library with hundreds of free recorded webinars, trainings, demos and unbiased product reviews. Take a look and share them with your colleagues and friends: http://www.senturus.com/resources/.

1. Part of the
BI Demystified
Series
Predictive Analytics with
IBM Cognos 10
March 16, 2011
Presented by Senturus, Inc.
Helping Companies Learn From the Past,
Manage the Present and Shape the Future

2. This slide deck is part of a recorded webinar.
To view the FREE recording of this entire
presentation and download the slide deck, go to
www.senturus.com/recorded-webinars.php
You will find this—and many other recorded webinars-- under the “IBM Cognos
Business Intelligence”

3. Today’s Agenda
• Welcome and Introduction
• CPM Evolution & Why now
• What is Predictive Analytics?
• How does it fit in?
• Demo
• Case Study & Benefits
• Next steps
• Q&A and Wrap-up

4. Today’s Format
• Demonstration will begin shortly
• Please submit questions via the GoToWebinar Question
pane in the GoToWebinar control panel
• We will address questions LIVE at the conclusion of the
presentation, so if you do not get an immediate response,
please HOLD ON!
• We will try to answer EVERY question via email if we do not
get a chance to respond while you are attending the Webinar

5. Welcome and Introduction
• Today’s Presenters:
John Peterson
Co-Founder, Chairman & COO
Senturus
Noah Kusz
SPSS Strategic Account Manager
IBM
Murray Hubley
Predictive Analytics Solutions Architect
IBM

6. Who is Senturus ?
• Consulting firm specializing in Corporate Performance Management
– Business Intelligence and Enterprise Planning
– Platform-independent
– Currently IBM Premier Solutions Partner
– Cognos Platinum Partner 2002-2008
• Solution & Service Offerings
– Pre-built solutions
– Complete project implementations
– Assessment and Roadmap consultations
– Training:
• Classroom, Onsite, Remote, Mentoring, Workshops & Webinars
• Led by professional trainers and seasoned consultants

7. A few of our 400+ Clients

8. Situation
PREDICTIVE ANALYTICS
- WHY NOW?

9. The Evolution of CPM
Predictive Analytics
Rear Advanced Visualization
View
Integrated Planning &
Mirror Forecasting
Dashboards & Scorecards
OLAP & Ad-hoc
Forward
SQL Reports
Looking
Operational Reports

10. Today’s situation
Why the time is ripe
• Organizations have spent over a Trillion dollars on
operational systems (ERP, CRM, etc.) which contain
massive amounts of valuable digital data
• Organizations have spent Billions of dollars on Business
Intelligence systems and data marts/warehouses
• I.E. – the data is there!

11. Today’s situation (cont.)
Why the time is ripe
• Moore’s law has driven massive increases in computing
power, storage space, and network bandwidth.
• …while reducing cost
• Thus, driving esoteric applications into the mainstream.
• I.E. The power and software is there!

12. Today’s situation (cont.)
• BUT, most BI systems still simply pump out
canned reports
• AND, expect humans to sift through it all in
order to make impactful business decisions
and take appropriate action
We can do so much more…

13. Foundation
PREDICTIVE ANALYTICS
DEFINITION & OVERVIEW

14. Predictive Analytics in Action
DEMO
To view a free recoding of this demo, go to
www.senturus.com/recorded-webinars.php
You will find this recording under the IBM Cognos Business Intelligence. It
is entitled IBM Cognos 10 Demo: Predictive Analytics

15. Senturus Upgrade Services
REMOVING THE RISK OF THE
COGNOS 10 UPGRADE

16. Special Senturus Cognos 10
Upgrade Package
Senturus
Upgrades In your
$3,495
Cognos 8 to Development COGNOS
Fixed Price
Cognos 10 environment
Contact sales@senturus.com for details

17. Senturus Training Services
MAKING THE MOST OF YOUR
SYSTEM

18. Senturus Training Options
• IBM Public Classroom Training
• Training from a Certified Partner, On-site or Public
• Custom On-site Training
• Small group Mentoring/Knowledge Transfer
• Remote/On-line Training
• Computer Based Training
• Upcoming Senturus Public Training Events…

19. This slide deck is part of a recorded webinar.
To view the FREE recording of this entire
presentation and download the slide deck, go to
www.senturus.com/recorded-webinars.php
You will find this—and many other recorded webinars-- under the “IBM Cognos
Business Intelligence”

20. Noah Kusz – SPSS Strategic Account Manager
Murray Hubley – Predictive Analytics Solutions Architect
What is Predictive Analytics
and Why You Should Care
Business Analytics software
© 2011 IBM Corporation

21. Business Analytics software
Webinar Agenda
 What is Predictive Analytics?
 How you can easily integrate both predictive and
statistical results into your Business Intelligence system.
 What is Cognos Statistics?
 Leverage existing BI data for predictive analytics and
data relationship discovery
 Demonstration
 Q and A
© 2011 IBM Corporation

22. Business Analytics software
Challenges Facing Decision Makers
Lack of Insight
1 in 3 managers frequently make critical
decisions without the information they
need
Volume of Digital Data
Inefficient Access
1 in 2 don’t have access to the information
across their organization needed to do
their jobs
Variety of Information
Inability to Predict
3 in 4 business leaders say more
predictive information would drive better
decisions
Velocity of Decision Making
Source: IBM Institute for Business Value © 2011 IBM Corporation

23. Business Analytics software
Predictive Analytics: Defined
 Data driven approach to problem
solving
 Focused on business objectives
 Leverages organizational data
 Uncovers patterns using predictive
and descriptive techniques
 Uses results to help improve
organizational performance
© 2011 IBM Corporation

24. Business Analytics software
Why is Predictive Analytics important?
• Analyzes patterns found in historical and current
transaction data as well as attitudinal survey
data to predict future outcomes
• Enables more proactive decision making, driving
new forms of competitive advantage:
– How do I reduce churn and retain the most
loyal customers to maximize profitability?
– How can I detect and prevent fraudulent
activity to reduce risk?
– Which factors are most likely to drive
customers to choose my product vs. the
competitor’s?
© 2011 IBM Corporation

25. Business Analytics software
What Does Predictive Analytics Do?
 Predictive Analytics uses existing data to
provide valuable business insight and
enable smarter outcomes
– Predict
• Response to a direct marketing campaign
• Customer behavior
• Optimal price for a policy
• Factors most associated with a business
problem
– Group
• Develop segmentation system for
differential marketing
– Associate
• Next-best- product analysis for better
cross-selling
• Determine important relationships and
“market baskets” within the population
– Find outliers
• Identify likely cases of fraud or lifestyle
changes
© 2011 IBM Corporation

26. 2
6
Business Analytics software
SPSS, an IBM Company: Leader in Predictive Analytics
 40 Year Heritage
–280,000 customers
–Global operations in 60
countries
–95% of Fortune 1000
companies
–Recognized as industry leader
 Highest Customer Satisfaction
–90% report improvement in
productivity
 Returning Highest ROI
–94% achieved positive ROI in
10.7 months
“One of the
highest ROI scores
Nucleus has ever seen”
Rebecca Wettemann, V.P. of Research, Nucleus Research
© 2011 IBM Corporation

27. Business Analytics software
Information Management Architecture
Information On Demand: Unlocking the Business Value of Information
Predictive Analytics: Alerts,
Simulation, Forecasting, Predictive
SPSS
Modeling Text Analytics
Descriptive Analytics:
How are we doing? Why? What to
we plan to do about it?
Information Integration and
Warehousing: Establish accurate,
trusted information for a single
version of the truth
Flexible Architecture for Leveraging Existing Investments
Data and Content Management:
An efficient and solid foundation for
managing data and content over its
lifecycle
Other Information
& Application Sources
© 2011 IBM Corporation

28. Business Analytics software
This slide deck is part of a recorded webinar.
To view the FREE recording of this entire
presentation and download the slide deck, go to
www.senturus.com/recorded-webinars.php
You will find this—and many other recorded webinars-- under the “IBM Cognos
Business Intelligence”
28 © 2011 IBM Corporation

29. Business Analytics software
IBM BI and Performance Management Capabilities Help Decision
Makers Find the Answers
How are we Why are we What should
doing? on/off track? we do next?
© 2011 IBM Corporation

30. Business Analytics software
SPSS Enables New Solution Value for IBM Cognos Customers
How are we Why are we What should
doing? on/off track? we do next?
Addition of KPPs Broad distribution
Time series
(Key Performance of statistical
forecasting
Predictors) results
New customer Predictive analytics for
insight through deeper understanding
Data Collection of the data
© 2011 IBM Corporation

31. Business Analytics software
SPSS Predictive Analytics Software
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
© 2011 IBM Corporation

32. Business Analytics software
IBM Cognos Statistics –
SPSS: Predictive Analytics Software Exposes a subset of
4 Key Categories commonly used Statistical
functions and reports from
SPSS in Cognos 10
Data Collection Delivers an accurate view of customer attitudes & opinions
• PASW Data Collection
Statistics Drives confidence in your results & decisions
• PASW Statistics
Modeling Brings repeatability to ongoing decision making
• PASW Modeler
• PASW Text Mining
Deployment Maximizes the impact of analytics in your operation
• PASW Decision Management
• PASW Collaboration & Deployment Services
SPSS Modeler –
Cognos Nodes:
- Source from Cognos Model
- Export to Cognos model/package
© 2011 IBM Corporation 32

33. Business Analytics software
Statistics vs. Data Mining
Top-Down Bottom-Up
Query, Search Data Mining, Text Mining
A Statistical Approach can involve
a user forming a theory about a
possible relationship in a database
and converting that to a hypothesis The difference with data mining is
and testing that hypothesis using a that the interrogation of the data is
statistical method. It is a manual, done by the data mining method
user-driven, top-down approach to rather than by the user. It is a
data analysis. - Source DM Review data-driven, self-organizing,
bottom-up approach to data
analysis that works on very large
data sets.
* "Statistical Modeling: The Two Cultures," Leo Breiman, Statistical Science, 2001, Vol.16 (3), IBM Corporation
© 2011 pp.199-231.

34. Business Analytics software
SPSS Predictive Analytics
 Easy to Learn / Visual Design Paradigm
– Visual approach - no programming
– Comprehensive range of data mining functions
– Flexible deployment options
– Tightly Integrated with Text Analytics
 Powerful Automated modeling
– Automated data preparation
– Multi model creation & evaluation
– Integrated analysis of text, web, & survey data
 Open & Scalable architecture
– No need for proprietary databases
– SQL pushback
– Maximized use of infrastructure with multithreading, clustering
and use of in-database data mining procedures
– Already fully integrated with additional IBM technology
© 2011 IBM Corporation

35. Business Analytics software
What is Cognos Statistics?
 Wizard-driven statistical analysis seamlessly integrated within core business
reporting environment in Cognos 10
 Seamlessly integrated within Report Studio
 Includes a subset of commonly used SPSS statistical functions
 Based on the market leading SPSS statistical engine
 Mass distribution through Dashboards and Reports
 Works for data sources supported by IBM Cognos Platform
 Benefits
 Support key organizational decisions with fact based statistical evidence
 Provide strong visualization of common statistical analysis for easy consumption
 Provide mass distribution of statistical analysis to business users across the organization via
reports and dashboards
© 2011 IBM Corporation

36. Business Analytics software
Who Uses Cognos Statistics?
Target Audience:
 Professional Report Author
 Creates reports for the line of business (Business Analysts, Business Managers) to support
decision making
– Not a statistical expert, but may have some basic statistical knowledge
– Can now enhance reports with common statistical evidence, for example:
• Finance
How accurate and reliable is our current forecast and targets based on historical
trends?
• Human Resources
What is our distribution on employees nearing retirement? What’s the month-over-
month trend?
• Sales and Marketing
What is the correlation between marketing activity and same quarter sales? Which
activities are more effective in leading to higher sales opportunities?
• Operations
What products and shifts are 3 sigmas outside of our quality control standards?
What is the month-over-month trend?
© 2011 IBM Corporation

37. Business Analytics software
© 2011 IBM Corporation

38. Business Analytics software
Access Cognos BI Data inside SPSS Modeler
 Benefits
– Leverage investment in Cognos BI
– Leverage FM Model Relationships
between objects
– Leverage Calculated attributes from FM
Model
– Enable easy access to Cognos BI data
inside Modeler
– Avoid manual extraction & import of data
 IBM Cognos Nodes
– Source & Export
– Read / Write from Cognos Packages
© 2011 IBM Corporation

39. Business Analytics software
Streamline Process to Distribute Predictive Results
->Analytics everyone can use to gain new insight -> Do More
• Enable access to • Streamline process to
Cognos BI data inside distribute results
Common
SPSS Modeler Business Model
• Automatically publish
• Leverage investment in Cognos BI predictive results to
data modeling and BI package
access of Cognos BI
Enabling Data Mining with Business Intelligence
IBM Confidential © 2011 IBM Corporation

40. This slide deck is part of a recorded webinar.
To view the FREE recording of this entire
presentation and download the slide deck, go to
www.senturus.com/recorded-webinars.php
You will find this—and many other recorded webinars-- under the “IBM Cognos
Business Intelligence”

41. Contact Senturus
Senturus, Inc
www.senturus.com
sales@senturus.com
888-601-6010