As presented by George Lumpkin at OTN Architect Day, Redwood Shores, CA, 7/22/09. Find an OTN Architect Day event near you: http://www.oracle.com/technology/architect/archday.html Interact with Architect Day presenters and participants on Oracle Mix: https://mix.oracle.com/groups/15511

1. <Insert Picture Here>
Information Management:
Answering Today’s Enterprise Challenge
George Lumpkin, Senior Director, Product Mgmt, Data Warehousing
July 22, 2009

2. Volatile Economy & Business Impact
RISK
Organizations must better monitor internal &
external threats to business viability
AGILITY
Rapid changes in priorities and conditions
create new partnerships and new competitors
COST
Relentless pressures drive need for additional
efficiencies … do more with less

3. Extending Operational Excellence
Smart – Deep Insight
Smart – Deep Insight
Agile
Agile – Decisive Action
– Decisive Action
Competitive
Advantage Aligned – Across the
Aligned – Across the
extended enterprise
extended enterprise
MANAGEMENT EXCELLENCE
Cost – Lean and Mean
Cost – Lean and Mean
Quality – Six Sigma, TQM
Quality – Six Sigma, TQM
Speed – Real-time, JIT
Speed – Real-time, JIT
OPERATIONAL EXCELLENCE
Time

4. Emerging Enterprise Strategy
Standardized Processes
Automated/Integrated Processes
Shared Services
Industry Best Practice Processes
Data Center Consolidation/ Data Consolidation
Single Instance Management
Management Automation Information and Key
Performance Indicators
Virtualization
Ad hoc Analyses
IT Standardization
Governance, Risk &
Compliance

5. Today - Where’s my Information?
MULTIPLE DIFFERENT AD-HOC DISPARATE BI TOOLS FRAGMENTED
ROLES METRICS PROCESS & REPORTING SYSTEMS DATA SOURCES
FINANCE
Finance GOAL
Multiple ERP
RISK
Human
Resources PLAN
Multiple
HIRING QUALITY OPERATIONS Financial
Marketing MODEL
Multiple Data
BRAND Warehouses
Customer
Service PLANNING
ANALYZE
Multiple Legacy
SERVICE LEVELS Applications
Executive
REPORT
Multiple Point
COMPANY HEALTH Applications

6. Performance Management
& Analytics
CHALLENGES ORACLE STRATEGY
• Fragmented Solutions • Consolidated Data Stores, Flexible BI Tools
• BI Tools Hard to Use • Guided Analytics, Pervasive Deployment
• Data Not Current • Transactional Load Speeds, Master Data Hubs
• Expensive to Maintain • Central Management, Self-managing Database
• Performance Management Apps / BI Apps /
• Speed of Development
Industry Bundles
• Limited Scalability • Warehouses to 100s Terabytes, BI to 1000s
• Deployment Expertise • Apps Solutions, Oracle DB Machine

7. Oracle’s Complete Solution
Integrated and Open Too!
EPM Workspace
(Oracle Business Intelligence Enterprise Edition Plus: Desktop, Web, Search, Office, Alerts, Mobile)
Performance Management BI Applications Industry
(Strategy Mgmt, Business Planning, Profit Mgmt,
Financial Reporting & Compliance)
BI Applications
(Sales, Service, Mkting,
Bundles
Order Mgmt, HR, Fin, Projects)
Business Intelligence Foundation
(Oracle Business Intelligence Enterprise Edition: BI Server, Essbase, Real-time Decisions)
Middleware
(BPEL, Oracle Data Integrator, MDM)
Database
(Oracle Database 11g Enterprise Edition, RAC, Partitioning, Exadata Software, OLAP, Data Mining
Advanced Compression, Advanced Security, Real Application Testing, Packs)
Database Machine / Storage
(Oracle Database Machine, Exadata Storage)

8. Solving the Information Problem
Component Considerations
Complete Open Integrated
Comprehensive Standards-Based Designed to
EPM & BI Offering Architecture Work Together
Broad & Deep Offering More Choice Less Effort
Lower Cost, Lower Maximizes Existing More Value, Faster to
Risk Investments ROI

9. Complete with Best of Breed Components
Magic Quadrant for Magic Quadrant for
Magic Quadrant for
Business Intelligence CPM Suites, 2008 Data Warehouse Database
Platforms, 2009 Management Systems, 2008
The Magic Quadrant is copyrighted 2008 by Gartner, Inc. and is reused with permission. The Magic Quadrant is a graphical representation of a marketplace at and for a specific time period. It depicts Gartner's analysis
of how certain vendors measure against criteria for that marketplace, as defined by Gartner. Gartner does not endorse any vendor, product or service depicted in the Magic Quadrant, and does not advise technology
users to select only those vendors placed in the "Leaders" quadrant. The Magic Quadrant is intended solely as a research tool, and is not meant to be a specific guide to action. Gartner disclaims all warranties, express
or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
These Magic Quadrant graphics were published by Gartner, Inc. as part of larger research notes and should be evaluated in the context of the entire reports. The Gartner reports are available upon request from Oracle.
Sources: Gartner, Inc., “Magic Quadrant for Business Intelligence Platforms, 2009” by James Richardson, Kurt Schlegel, Bill Hostmann, Rita Sallam, 16 January 2009
Gartner, Inc., “Magic Quadrant for CPM Suites, 2008 “ by Nigel Rayner, Neil Chandler, John E. Van Decker, 19 December 2008
Gartner, Inc., “Magic Quadrant for Data Warehouse Database Management Systems, 2008” by Donald Feinberg and Mark A. Beyer, 23 December 2008

10. Performance Management Applications
Market-leading, Integrated Suite
Strategic Planning Planning and Budgeting
Set Strategic
Cascade Targets
Objectives
Treasury Long-Term Detailed
Strategies Planning Forecasting
Budgeting
Corporate Allocate
Development Resources
Master Data
Business Rules
Metrics/KPIs
Targets, Plans & Actuals
Financial Close Process Cost and Profitability Management
Define Costing
Methods
Internal External Define Cost
Data Report & Analyze
Consolidate Reporting & Reporting &
Cleansing Drivers
Analysis Compliance
Perform
Allocations

11. Oracle BI Applications
Pre-built for EBS, PeopleSoft, Siebel, JD Edwards & More
• Provides insight into CRM and
ERP applications CRM Analytics ERP Analytics
Sales Financials
• Easy to adapt and extend Service & Contact Center Human Resources
Marketing Procurement & Spend
• Integrates with OLTP systems
Loyalty Supply Chain & Order Mgmt
• Works with existing IT Price Projects
environment
Common Enterprise Information Model
• Fast time to value; Low TCO
Oracle BI Server
• Over 2,000 customers Other Data Sources
IVR, ACD, CTI
Hyperion
MS Excel
Syndicated

12. Oracle BI Foundation
Ad hoc Interactive Reporting & Proactive MS Office
Analysis Dashboards Publishing Detection & Outlook
and Alerts
• Business views for end-users
• Consistent business measures and
calculations Common Enterprise Information Model
• Advanced calculation engine BI SERVER
• Optimized data distribution
OLTP & ODS Data Warehouse Files Excel Essbase
Systems Data Mart XML

13. Common Enterprise Information Model
Enables Consistency, Security, Reuse, Flexibility
PRESENTATION LAYER
• User roles, preferences
Role-Based Views of the Information
• Simplified view Relevant to the User
• Logical SQL interface
SEMANTIC OBJECT LAYER
• Dimensions
• Hierarchies
• Measures Consistent Definition of Business
• Calculations Measures, Metrics, Calculations
• Aggregation Rules
• Time Series
PHYSICAL LAYER
• Map Physical Data
• Connections
Model Once, Deploy Everywhere
• Schema
Across Any Data Sources

14. Advanced Analytics
Oracle Essbase and Oracle Real-Time Decisions
• Multidimensional modeling across
multiple data sources
Oracle Essbase • Advanced calculation & integration
Market-Leading engine
OLAP Server • Fast “speed-of-thought” calculation
power
• Leading Excel user interface
• Powerful Visual analysis
Oracle Real-Time • Business process optimization
Decisions • Business rules and self-learning
predictive models
• Leverages common data model of
real-time and historical data
• Decisions based on facts, context,
analytic insights

15. Roles for Middleware in BI
Fusion of BI & Business Processes
• Visibility & Business Insight
• Understand business impact
BUSINESS
PROCESSES ORACLE BI & BAM
• Action from Insight
• Empower business users
BUSINESS
ORACLE BI PROCESSES
• Insight-Driven Business Processes
• Business Intelligence Services
for Integrated Insight and Reporting
BUSINESS ORACLE BI
PROCESSES

16. Oracle Data Integration Suite
A Comprehensive Solution for Data Integration
MDM, Business Intelligence, BAM, SOA Platforms, Applications
• Best performance
• Lower total cost of
Data Data Data Data Data
ownership ELT/ETL Migration Federation Replication Governance
• Flexible, event-driven Oracle Data Integration Suite
solution Process Human Service Data
Manager Workflow Bus Grid
• Improves productivity Data Data Master Data Data
Integrator Services Data Profiling Quality
• Pre-integrated
for BI and Data
Warehousing
Heterogeneous Data Sources
• Hot pluggable
16

17. Database Foundation
Architecture is the Key
• Minimize impact of
hierarchy changes
• Optimised for 3NF and
Dimensional schemas
• Eliminate
data fragmentation issues
• Proven over many years

18. Oracle Database 11g
The Leading Database for Data Warehousing
Key Data Warehousing Capabilities
• Embedded Analytics
• Flexible Model Deployment
• Single Point of Management
• Secure
• 24X7 Availability
• Optimal Storage Management
• Scale to hundreds of Terabytes & large
analyst communities

19. Exadata – A New Architecture
Deploy Faster, Reduce Risk
Build From Scratch OWI Reference HP Oracle
with Components Configurations Database Machine
Testing and
Validation
Database pre-configured
Faster deployment
Lower Risk
Installation and Testing and
configuration Validation
Acquisition of
components Installation and
configuration
Pre-implementation
System sizing Acquisition of
Take delivery of HP Oracle
components Database Machine
Weeks to Months Weeks to Months < 1 Week after Delivery

20. Exadata - Extreme Performance Gains
Customer Benchmark Results
Customer Industry Average Gain
Telecom 28x
Telecom 20x
Retail 16x
Finance 15x

21. Oracle Enables a Clean Architecture
Access to the Right Information at the Right Time
MASTER DATA /
MULTIPLE DIFFERENT AD-HOC DATA TRANSACTIONAL
ROLES METRICS PROCESS WAREHOUSE APPLICATIONS
MDM
Finance GOAL APPLICATIONS
CRM APPS
RISK
ETL
Human SCM APPS
Resources PLAN
Master
HIRING QUALITY Data
OPERATIONS
Marketing MODEL WEBSITES
ETL
BRAND
FINANCIALS
Customer
Service
ANALYZE DISTRIBUTION
SERVICE LEVELS Data
Warehouse
ERP APPS
Executive
REPORT
PLM APPS
CLUSTERS
COMPANY HEALTH

22. Beyond Operational Excellence
How Oracle enables Management Excellence
Enable rapid business process innovation and
Oracle Performance Management & Analytics solutions can be
rapidly deployed but are flexible to customization
implementation
Solutions include reporting, ad-hoc queryimprove business
Ease access to all information to / analysis and data
mining, data loading / data quality, and master data
performance
Dashboards, guided analytics, and alerting technologies
Incorporate the latest collaboration enable rapid to
sharing of and timely access to detailed information
improve productivity
Ensure high performance 24x7 operations around
BI Foundation and Data Warehouse infrastructure scale to very
enterprises and provide 24x7 reliability
the globe
Be committed to Open Standards to give you the
Open support provided by components enables continued use
$ of previously deployed business intelligence tools & databases
most choice and lower your costs

23. IT and Business: Related Goals
IT Business
• Information Management • Ubiquitous, fast access
• Data quality & consistency • Reliable information
• Robust data architecture • Information in context with
business processes
• Data integration
• Easy to use, intuitive
• Rapid deployment
• Self-service flexibility
• Ease of maintenance
TCO/ROI

24. Enterprise Information Management
Summary: Steps to Success
Requirements Product Strategy Architecture
Define requirements for Understand the Map current state
business intelligence and architecture, design, business intelligence
reporting, including key limitations and and reporting solutions
performance indicators capabilities products to future state needs &
(KPIs), performance and map appropriate capabilities.
management metrics, tools to requirements
reporting, information
access and delivery
needs across the
Enterprise
Define strategic Scope and Roadmap for Enterprise BI & Reporting deployment
synchronizing with ERP & legacy systems to meet key business requirements

25. For More Information
http://www.oracle.com/bi
or
http://otn.oracle.com/bi