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The latest business intelligence, analytics and integration solutions from Teradata partners
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GoldenGate
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KXEN
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Protegrity
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Enabling the insight-driven enterprise.
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Enabling the insight-driven enterprise
Siebel Business Analytics and Teradata provide a proven next-generation BI solution.
The next great evolution in the way business is won or lost will not come from a sales strategy or a marketing playbook. It will come from a company's ability to transform itself into an insight-driven enterprise that uses business analytics to identify, analyze and react to customer needs and market trends at any time and across any touch point. This requires the ability to truly empower all players in an organization, ensuring that they have the information they need to let insights drive their actions and interactions with customers.
During the last decade—the era of automation—companies have made great strides with their CRM, ERP and supply chain systems to collect information, create efficiencies and savings via streamlined processes and drive more consistent execution. Now businesses are looking to take this to the next level and address how they can become more effective, using the information in these systems to run their business more effectively, not just efficiently. They want to know how they can do a better job of retaining their most profitable customers, attracting new customers, optimizing product mix and pricing, and so on. Becoming effective requires insight, not just automation. Companies caught relying on automation instead of insight will lose ground to competitors better able to meet customers' needs.
The problem is that conventional business intelligence (BI) tools were not designed to enable the insight-driven enterprise. Conventional BI has been the domain of a few power users who generate reports to select executives—groups that are not directly building customer relationships. Broad-scale BI has meant creating endless reports that get disseminated broadly but are not actionable. The resulting mode of doing business makes it impossible for front-line employees and managers to have the timely, actionable information and the insight they need to make optimal decisions in real time while servicing, selling and marketing to customers. Furthermore, the reports that conventional BI tools provide do not actually provide the actionable insights, nor lead to more effective decision making, required at the moment of interaction with a customer. A next-generation business intelligence solution is therefore needed to truly enable the insight-driven enterprise.
Making insight operational—driving better business performance through more pervasive insight
Becoming an insight-driven enterprise requires that analytics and business intelligence capabilities be applied effectively to detailed data to create insight and then using that insight to lead people to take action. It is the movement to facts and predictive insights—not solely intuition—that drives actions and even interactions with customers. Becoming an insight-driven enterprise requires an ability to provide insight "just in time" to impact actions at all levels of an organization, to seamlessly embed intelligence into operational processes and job flow and to do this pervasively across business functions and roles. That means that customer service representatives will know at the right time when a revenue opportunity exists with a valuable customer in the call center; sales reps will know which products are most likely to be purchased by a given customer; and executives will have clear visibility and insight to manage and course correct the business in real time. Siebel Business Analytics is unique in its ability to deliver timely, actionable insight to all users throughout an organization to drive improved operational results.
Siebel Business Analytics includes a comprehensive suite of market-leading analytic applications as well as a next-generation enterprise BI platform. The foundation for Siebel Business Analytics is the next-generation enterprise BI platform that delivers unmatched ease of use, flexibility, scalability and performance. The Siebel Business Analytics platform enables organizations to easily extend Siebel Business Analytics applications or build custom solutions to meet their unique business needs. The platform is built on standards-based technology to fit seamlessly into any enterprise IT architecture and fully leverage existing corporate data assets, and it is engineered to scale to the largest enterprise deployments—handling tens of thousands of concurrent users and multiple terabytes of detailed transaction-level data and delivering insightful dashboards, alerts, offers and embedded analytics to the right person at the right time.
Tailored to meet the needs of more than 20 industries, Siebel Business Analytics applications provide insight across the enterprise value chain with applications for optimizing performance in sales, service, contact center, marketing, finance, supply chain, HR/workforce and executive management. These solutions transform data from across enterprise sources into actionable insight that is personalized, detailed and relevant for each business function and user role. By delivering complete, prebuilt solutions that are based on industry and analytic best practices, Siebel Business Analytics applications drive faster deployment, lower TCO (total cost of ownership) and business value superior to any alternative approach.
The value of an analytic applications approach
Studies have shown that building a BI and data warehouse application from scratch can take a year or more to complete, cost millions of dollars and yet still oftentimes fail to meet business needs or expectations. The reasons for these failures include technology limitations, skills gaps, poorly defined business requirements and organizational politics, to name a few. Siebel Business Analytics applications were designed to overcome these challenges. Leveraging Siebel's extensive experience providing industry-specific, roles-based business solutions to thousands of the largest and most sophisticated global organizations, these applications incorporate key metrics, workflows and business processes reflecting the analytical best practices for each business function. These complete, prebuilt solutions provide all necessary technology and business logic to transform enterprise data into actionable insight for all users to drive better performance.
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Diagram 2
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The following diagram illustrates the volume of prebuilt application content that is included with Siebel Service and Contact Center Analytics, just one of many Siebel Business Analytics applications.
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Delivering the next generation in business intelligence today—Siebel Business Analytics and Teradata
In response to customer demand, Teradata and Siebel joined forces in 2004 to provide the industry's most comprehensive and highest-performance enterprise analytics solution. This combination has allowed companies to improve business results by providing their employees timely, relevant insights from greater amounts of detailed, enterprise-wide data. The partnership includes enhanced integration and optimization between the Teradata Warehouse and Siebel Business Analytics, simplifying implementation, providing increased performance and reducing total cost of ownership. Siebel Business Analytics has been ported and optimized for Teradata Database V2R4.1, V2R5.0, V2R5.1 and V2R6.0. Optimization of both the Siebel Business Analytics platform and Siebel Business Analytics applications for Teradata now provides enhanced functionality and increased performance.
"From the start of our partnership, Teradata and Siebel have been committed to providing joint customers with integrated and optimized business intelligence products that deliver actionable information across the organization from detailed, enterprise data. We are realizing our goal to improve the timeliness and quality of decision making in companies around the world."
Bob Fair, Vice President and Chief Marketing Officer, Teradata, a Division of NCR Corporation
Siebel Business Analytics achieves leading optimization on Teradata in the following ways:
1. Siebel Business Analytics exploits Teradata's parallel processing.
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Siebel Business Analytics is fully implemented and runs natively on the Teradata platform, shipping resource-intensive SQL to the database and keeping it off the middle tier, thereby avoiding temporary tables and unnecessary I/O. |
| Siebel Business Analytics makes extensive use of Teradata's strengths and unique, high-performance capabilities, such as derived tables and sub-queries. |
| Siebel Business Analytics generates SQL that is optimized for Teradata and takes advantage of Teradata's unique functions—including OLAP, statistical and others—which can benefit from Teradata's superior parallelization technologies. |
| Siebel has parallelized the ETL load process and tuned it specifically to Teradata's strengths, taking advantage of Teradata's high-performance loading utilities, including FastLoad and TPump—resulting in significant improvements in bulk and incremental load performance. |
2. Siebel Business Analytics does not require a specific database schema
| Most BI tools require specific database formats such as star schemas. Siebel Business Analytics can map to any database structure, including Teradata's unique capabilities in utilization of highly normalized decision-support schemas. |
3. Siebel Business Analytics can support thousands of users on Teradata
| Siebel Business Analytics drives the highest levels of concurrency in the BI industry—an excellent complement to Teradata's industry-leading support for thousands of concurrent analytic-oriented users. |
4. Siebel Business Analytics leverages Teradata industry data models
| Siebel Business Analytics' foundation data model has been mapped to Teradata industry data models to allow faster implementation, optimal performance and minimal redundancy. |
| Teradata-specific physical schema optimizations for Siebel Business Analytics have yielded multifold gains in query performance. |
Empowering all employees to take insight-driven action and make more effective decisions will soon not be optional. It will become a competitive necessity. Siebel Business Analytics and Teradata together allow companies to meet the demands of better informed customers and increasing global competition by improving information delivery and insight around the clock, an imperative for better decision making and business performance. Traditional BI tools are simply unprepared to address the real-time and pervasive requirements of the insight-enabled enterprise, where analytical results are delivered not on a pre-set schedule but proactively to meet customer needs and market opportunities as they arise. Enabling operational influencers and decision makers to take decisive action based on analytical guidance is one of the cornerstones of the insight-driven enterprise.
Becoming insight-driven does not mean giving sales and support front-line employees the same tools and data a dedicated back-room statistician would employ. The goal of the insight-enabled business is not to make everyone into a full-time analyst. Rather, each employee is given role-based access to the power of that analysis to create additional customer value, no matter the touch point. Putting that power in the hands of each representative of your firm will allow you to make the successful and profitable transition from the era of automation to the era of insight.
To learn more about Siebel Business Analytics, please visit www.siebel.com/business-intelligence/. T
© Teradata Magazine-March 2006
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