En lärdom som kan dras av den finansiella krisen är att vi måste bli bättre på att förutse framtiden och planera nästa steg. IBM Cognos lösningar för beslutsstöd hjälper dig att använda och analysera affärsinformation för att få insikt i verksamheten och framtiden. Vi berättar hur du kan använda information tillsammans med avancerade analyser för att simulera olika strategier för framgång. Presentationen hålls på engelska av Juha Teljo, Information Agenda Expert, IBM Denna presentation hölls på ett seminariepass för Information Management under IBM Software Day 2010.

1. Increase revenue and reduce costs using
your data to understand performance
and make better decisions.
Juha Teljo
Business Analytics Solution Executive

2. Data vs. Information
• Data are plain facts. When data are processed,
organized, structured or presented in a given context so
as to make them useful, they are called Information.
Diffen.com 2010

3. Companies that invest in business insight consistently outperform
Revenue Growth EBITDA Return on Invested Capital
5 Year CAGR (2004-2008) 5 Year CAGR (2004-2008) 5 Year Average (2004-2008)
33% > 12x 32%
12,5% more more more
11,9%
9,4% 9,0%
7,3%
0,6%
Finance organizations with business insight
All other enterprises
Revenue Growth: N = 580; EBITDA: N = 435; ROIC: N = 606
Source: IBM Global Business Services, The Global CFO Study 2010

4. Data Explosion In A Smarter World!
Volume of Digital Data
57% CAGR for enterprise data through 2010
Machine generated data : Sensors, RFID, GPS..
Variety of Information
80% of new data growth is unstructured content
Emails, images, audio, video..
Velocity of Decision Making
Rapidly changing business climate
Need to get ahead of the curve : predict issues
and fix them
New Data New Information! New intelligence
4

5. New Insight can be found !
Answering tough questions….
Social Network Insights Customer Acquisition Customer Retention
Cell phone provider: How do Retail Bank: How do we increase Large US Automotive Company:
social networks effect churn and product ownership and deposit How do we prevent customer
what are the best intervention levels by differentiating our branch attrition risk arising from
strategies with opinion leaders? strategy and localizing our discontinued models, divested
branches? brands and dealership closings?
Brand Management Salesforce optimization Marketing Optimization
Consumer Products Company: Large pharmaceutical company: Large Electronics Retailer: How do
How do we revive a failing brand How do we focus sales reps time we reduce $1 billion advertising
by better understanding and promotional budgets on the budget by 40% without adversely
consumer appetite and sentiment physicians most likely to prescribe effecting revenue?
toward the product? our branded medications?
5

6. Ability to predict and share becoming a
differentiator
Better Decisions !
Collection by systems
Orders
Claims
Social media
Surveys,
Failures
Maintenance...
Information Delivery
Reports
KPIs -> KPPs
Collection by people
Forecasts
Plans Predictions by behaviour
Discussions,.. Statistical patterns
Predictive algorithms
Text Mining,...

7. Doing things at ‘Right-time’
‘Smart’ applications are fast emerging for Streams
Neonatal Care Trading Advantage Environment
Law Enforcement Radio Astronomy Telecom
Fraud Prevention
Manufacturing Smart Traffic

8. 8
Yes, there is an explosion in … Yet organizations are
information happening… operating with blind spots
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

9. Common Landscape in Information Environments
Creates an Information Gap with Strategic Challenges
Channels Business Units Data Systems
DB App DW
Rolled Core
Materials Apps SIF
CRM DB App
Direct
Sales
DB App DB
Retail Core
Systems CRM DB App Apps ODS
B2B
DB App DW
Specialty Core
Customer Applications CRM DB App
Inside Sales Apps CIF
DB App DB
Distribution Core
/ Logistics CRM DB App Apps
B2C
Partners
Emerging DB App DW
Core
52% of users 59% of managers DB
Markets
CRM App
42% of managers
Systems
Direct Sales
don’t have miss use wrong
confidence 1
information 2
information 2
in their information they should have used at least once a week
1
AIIM 2008 Survey
2
Accenture 2007 Managers Survey

10. Bridging the Gap
Information as a
Strategic Asset
Adaptive
Business Business
Value Performance
Information as a
Competitive
Real-time Single Differentiator
View of the Truth
Information to
Enable
Information
in Context Innovation
Flexible
Information
Architecture
Basic Information
Interaction
Information to
Focus on Data Manage the
And Reporting Business
Data to Run the
Business
Maturity of
Information Use

11. An Information Agenda is a proven approach for establishing value
Establish an information driven
strategy & objectives to enable
business priorities…
Discover & design Accelerate information
trusted information intensive projects aligned
with unified tools and with the strategy to speed
expertise to sustain both short- and long-term
competitive advantage returns on investment…
over time…
Deploy open and agile technology
and leverage existing information
assets for speed and flexibility…

12. Infrastructure supporting Information Agenda

13. © Copyright IBM Corporation 2008 All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty
of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is
intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license
agreement governing the use of IBM software. References in these materials to IBM products, programs, or services do not imply that they will be available in all countries in which IBM
operates. Product release dates and/or capabilities referenced in these materials may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are
not intended to be a commitment to future product or feature availability in any way. IBM, the IBM logo, Cognos, the Cognos logo, and other IBM products and services are trademarks of
the International Business Machines Corporation, in the United States, other countries or both. Other company, product, or service names may be trademarks or service marks of others.
13