IBM Tivoli Cognos Business Intelligence Planning/Forecast/Budget

1. BI & Performance Management per il Mid Market
IBM Cognos
© 2008 IBM Corporation

2. Agenda
Attuale situazione del mercato BI e analisi Gartner
BI e PM, gli strumenti per abilitare la New Intelligence
Qualificazione delle opportunità e gestione delle obiezioni

5. Italian Middleware Market – 2Q09 at a glance
Position MKT Share Share Move Comments
(and trend vs 2Q08)
Middleware IBM 1st 24.7% (**) +2.1 pts Total Middleware market is decreasing (*).
IBM continues to lead the market and gains share.
Oracle has the #2 position and slightly gains share
Oracle 2nd 9.8% +0.1 pts points
Workplace IBM 1st 29.1% +0.5 pts The Workplace market decreases by -11.2% @
actual.
IBM has the leadership and gains share points,
MS 2nd 28.6% -0.8 pts MS ranks #2 and loses share points
Tivoli IBM 1st 15.5% +2.2 pts Tivoli market is decreasing by -14.1% @ actual.
IBM leads the market with 15.5% mkt share and
gains 2.2 pts. EMC ranks #2 and loses share
EMC 2nd 11.0% -1.3 pts
Information IBM 1st 22.7% +1.2 pts Info Mgmt market decreases by -9.9% @ actual .
Management IBM maintains the leadership and gains 1.2 share
points. Oracle keeps the 2nd position slightly
Oracle 2nd 16.8% -0.6 pts losing share
Websphere IBM 1st 37.1% +2.5 pts Websphere mkt grows by +0.8% @ actual .
IBM is the clear market leader with a deep
distance vs competitors. Oracle ranks #2 and
Oracle 2nd 10.8% +0.8 pts gains share points
Rational IBM 1st 30.5% +3.4 pts Rational market decreases by -14.3% @ actual .
IBM remains the mkt leader gaining 3.4 share pts.
MS (#2) loses 0.3 share points
MS 2nd 9.4% -0.3 pts
• (*) Total market value 781,12 million $ (-9.7% Y/Y @actual)
• (**) Total IBM revenue 2Q09 192,94 million $ Source: IDC Software Tracker 2Q09

6. Qualcosa è cambiato...
Piani e budget costruiti nel 2008
completamente da rifare
Siamo costretti a uscire dalla nostra
‘Confort Zone’ (sfera di confidenza)
Alcuni fattori di incertezza:
Grossa difficoltà nell’identificare punti
fermi su cui costruire un modello di Petrolio / Materie prime
controllo e pianificazione
Erogazione del credito
Limitata sensibilità sul business da Mercato immobiliare
parte di imprenditori ed esperti del
mercato Mercati finanziari

7. Financial Workforce Dynamic
Risk Insight Optimization Supply Chain
Customer & Product Business Multi-channel
Business Intelligence Profitability Optimization Marketing…
Pianificazione, Budgeting
Bilancio consolidato
Modelli verticali

8. Three Questions that Drive Performance
What should
How are we doing? Why?
we be doing?
8

9. ThreeHow are we doing?
Questions that Drive Performance
What should
How are we doing? Why?
How are we doing? Why?
we be doing?
What should
we be doing?
9

10. Three Questions that Drive Performance
FINANCE
MARKETING PRODUCT
DEVELOPMENT
How are we doing? Why?
What should
we be doing?
SALES OPERATIONS
CUSTOMER HR
SERVICE
IT
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11. Performance Management Capabilities
FINANCE
MARKETING PRODUCT
DEVELOPMENT
Measuring & Reporting &
Monitoring Analysis
Planning
SALES OPERATIONS
CUSTOMER HR
SERVICE
IT
11

12. The Performance Management Journey
Performance Management Capabilities Across the Organization
FINANCE
MARKETING PRODUCT
DEVELOPMENT
SALES OPERATIONS
CUSTOMER HR
SERVICE
IT
12

13. How are we doing?
How are we doing?
Scorecard or dashboard shows On Time Shipments below plan
13

14. How are we doing?
How are we doing?
Why?
Report shows production bottleneck due to Material Shortage

15. How are we doing?
How are we doing? Why?
What should
we be doing?
Demand Volume is reviewed and Plant Production Plan is adjusted
to remove bottleneck
15

16. Le basi del Performance Management
SALES MARKETING FINANCE PRODUCT IT OPERATIONS HR
DEVELOPMENT
Come stiamo andando? Perchè? Cosa dovremmo fare?
Transaction Warehouses Flat, Legacy External
Systems (Relational & OLAP) or Modern Sources

17. IBM Cognos 8
Unico fornitore ad offrire l’intera
gamma delle funzioni BI e PM su
una singola architettura
L’unico strumento con un singolo
livello di metadati che assicura
consistenza nei risultati da
qualunque sorgente
Interfaccia 100% web per utenti,
sviluppatori, amministratori

18. Tutte le funzioni di BI in un’unica interfaccia
Query
Analisi
Reporting
Alert, Gestione eventi
KPI, Dashboard,
Scorecard

19. Controllo in “real time”
Visibilità istantanea
– Metriche e KPI sempre aggiornati
– Singola vista tra sistemi multipli
Autonomia dell’utente
– Regole e allarmi personali
– Percorso guidato per analisi di dettaglio
Gestione delle eccezioni
– Scelta delle modalità di alert e priorità
– Funzioni grafiche di controllo visuale
Collaborazione
– Gerarchia di intervento
– Funzioni di integrazione con sistemi
esterni

20. IBM Cognos 8 Planning
Forecasts in tempo
PLANS & FORECASTS
e significativi
IBM Cognos 8 Planning è il
software integrato per
attività di previsione,
Allineamenti
budgeting e pianificazione Top-Down Connessione tra i
& Bottom-Up
con un elevato livello di modelli di Planning
partecipazione per
introdurre la gestione della
performance nell’impresa

21. Pianificazione costi IT
Spese Progettuali Annuali – IBM Cognos Planning
Pianificazione pluriennale delle spese operative annuali
Calcolo mensilizzato automatico
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22. Pianificazione costi IT
Pianificazione del personale – IBM Cognos Planning

23. Pianificazione costi IT
Confronto actual / budget personale – IBM Cognos 8 BI

24. Innovation Center
Contribuisce alla definizione delle soluzioni verticali
per tipologia di cliente: Performance Blueprint
Fondato nel giugno 2004
Obiettivi:
– far progredire la conoscenza di tecniche consolidate di
pianificazione e gestione delle performance, tecnologie e
pratiche correnti
– accelerare l’adozione, ridurre i rischi e massimizzare gli effetti
delle pratiche di gestione delle performance abilitate dalla
tecnologia
Basato sulla collaborazione con esperti di pianificazione, gestione
e tecnologia
Luogo di incontro tra clienti Cognos, docenti universitari, analisti
di mercato e altre entità
http://www.cognos.com/innovationcenter/

25. Industry solutions based on proven practices that
accelerate customer success
BANKING INSURANCE RETAIL
• Risk-adjusted • Operational excellence • Store operations
profitability for underwriting & planning
• Branch Performance… claims • Retail financial
• Product workbench
Performance…. • Store development…
MANUFACTURING PHARMA GOVERNMENT
• Sales and • Sample allocation • Municipal Performance
operational • Clinical trial Management
planning forecasting… • Program objective
• Trade promotion memorandum
management for defence…
• Supply chain
visibility…
25

26. I Player di mercato e le acquisizioni
* Da rivedere sulla componente
data mining (SPSS) – fine 2009
Business Intelligence Performance Management
IBM Cognos 8 BI Cognos 8 Planning, Controller
SAP Business Objects SRC / Outlooksoft / Cartesis
Oracle BI Suite Hyperion
SAS SAS
Microstrategy
QlikView
Board

27. The new IBM Cognos 8 BI MidMarket Reporting Packages offer midsize organizations an affordable, single, Web-based
solution for all components of the reporting lifecycle: managed reports, ad-hoc reports, and transactional, operational,
production, and statement-style reports. These reports can be authored once and consumed anywhere, and are adaptable to
any data source.
Value Prop for the CFO/CEO : Companies are looking to gain more insight into their customers, operations, products/services,
and employees to make better business decisions to deliver superior service to their customers - providing them with a
competitive advantage and effective margins. Companies are experiencing costs reduction in the range of 10% - 50%. According
to various ROI Case Studies performed by independent analyst firm, Nucleus Research, many Cognos customers achieved
positive ROI from their Cognos deployment through increased productivity and revenues and reduced operational costs, the
Payback period is around 3.5 months.
Value Prop for the CIO:. aiming to transform decision making by evolving from simply analyzing historical data to predicting the
future performance. CIOs are looking for more efficient and effective ways to leverage all of their data assets to provide the
business with timely access to business information for better decision making and to improve business productivity. According
to an external analyst firm, high percentage of Cognos customers completed their deployment on schedule and within budget
Client Profile: 100
employees or more
Target audience: IT, Office of Finance, LOB functional areas and C-Level Execs
Target industries: Financial Services, Life Sciences, Public Sector, Retail, and Manufacturing
CFO/CEO Client Pain points CIO Client Pain points
Decision makers unable to access the information they need, when IT is the bottleneck for report creation. Existing tools don't easily
and how they need it allow business users to get access and interact with their own reports
According to a recent Accenture survey: 47% of users don't have and analysis
confidence in their information and 59% say they missed information Information is needed from multiple, silo’ed data sources and
they should have used systems.
42% of managers use wrong information at least once a week Increasing number of mixed applications with all types of data. Rising
Managers waste 2 hours per day searching for information data volumes and ever-increasing data requests.
95% of the typical workforce does not understand the strategy BI costly tools that are not realizing full ROI

28. Conversation Starters with CFO/CEO Conversation Starters with CIO
•In a recent survey by Accenture, 59% of business users don't •Business Intelligence is the #1 agenda item over CIOs
have access to the information they need when they need it. for the third straight year, as cited by Gartner as
When they do, they often lack confidence in it and organizations look to turn their data into information to
consequently make decisions using incorrect/incomplete provide the business with timely access to this
information or ignore the information in decision making information for improved decision making…Best revenue
making decisions, the best cost saving decisions and the
decisions to make the most of your assets
Competition: Microsoft, Oracle, SAP (Business Objects
which includes Crystal Reports).
Words to Listen For: Look for strategic projects, investments,
IBM Advantages: IBM Cognos 8 BI Reporting provides the
and buzzwords:
most comprehensive reporting solution in a single product. •IT Projects: Business Intelligence, IT standardization, data
Open and adaptive solution that leverages an organization’s warehouse, data quality
ERP, packaged applications, database and IT investments. •Business Initiatives: Sales reporting, expense management,
asset management, scorecards and strategy management,
quality initiatives, extranet reporting, and compliance.
Typical Project US$20K for 20 users and US$45K for 50 •BI Buzzwords: Reporting, Dashboards, Scorecards,
users. To enable MM customers to get started now and within Analysis, Information delivery, data visualization, slice-and-
their budgets we have introduced 2 new reporting packages dice, OLAP, strategy management
for 20 or 50 users - Includes 20/50 Report Users with rights to
Adhoc Query along with rights to consume any Report Content Additional Information
and 1 Cognos Reporting Administrator to administer and setup Contacts: askcognos@us.ibm.com
the reporting environment and provide more advanced Helpful Websites: SMB Resource Center, Cognos Reporting
reporting capability External Resource Center Sales Support: Customer
presentation, Prospecting Script, e-Contact
Customer Stories :
• Capital Services Group achieved a significant decrease in IT time and reduced their reporting process from days to hours.
• US Lumber $100K Savings . Achieved easy access to data, flexibility in reporting, and analysis on-the-fly for more
accurate decision-making and increased customer satisfaction.
• Creativity improved their ability to supply North America's largest retailers by consolidating data, reports, and metrics into a
portal for the supply chain team

29. Prospecting Launch Calls
The Dates, Times and Topics for the Prospecting Launch Calls are as follows:
Aug 28 - 9:30 AM CET - Optimizing Working Capital
Sept 4 - 9:30 AM CET - Customer and Product Profitabilit
Sept 11 - 9:30 AM CET- Retail Store Operations Planning / Merchandise Planning
Oct 9 - 3:30 PM CET - Supply Chain Performance Optimization
http://w3-
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