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Black Swans &
                             White Elephants

                            Return On Investment
                           In Business Intelligence




  David M Walker

  Data Management
   & Warehousing

ETIS ‒ Istanbul ‒ Oct 09
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Black Swans &
              White Elephants

             Return On Investment
            In Business Intelligence




THANK YOU
Black Swans &
                   White Elephants

                  Return On Investment
                 In Business Intelligence




BI Environment
  Benchmark

October 2009
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Black Swans &
                   White Elephants

                  Return On Investment
                 In Business Intelligence




BI Environment
  Benchmark

  Thank You

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ETIS09 - Black Swans and White Elephants - Presentation

  • 1. Black Swans & White Elephants Return On Investment In Business Intelligence David M Walker Data Management & Warehousing ETIS ‒ Istanbul ‒ Oct 09
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  • 3. G('E4"%"'0%"'#4"'!<)'H"#%61+I' !  J3"0%37'*03$6&C'K)'6+'&(#'0&'"B01#'+16"&1"'0&2'(/#"&'1(,"+'2(E&' #(',6&2+"#:'J(,.0%6&C'K)'#('0'1(33"C"'"2$10#6(&D')#',07'8"' "B."&+6*"'0&2'#6,"L1(&+$,6&C='8$#'#4"%"'0%"',0&7'3"++' #0&C683"'8"&">#+='36F"'6&1%"0+"2'"0%&6&C'.(E"%'0&2'(*"%033' 6,.%(*"2'M$036#7'(/'36/"='E4614'1(,"'7"0%+'30#"%:' !  )#N+'&(#'"0+7'#('."%+$02"'+(,"(&"'#('C('#('1(33"C"'80+"2'(&'0' .$%"37'>&0&1603'(%'&$,8"%+'C0,"='0&2'#4"'+0,"'#46&C'C("+'/(%' K):''O($'P$+#'40*"'#('8"36"*"'#40#'K)'6+'08+(3$#"37'"++"&#603'/(%'7($' 0+'0&'(%C0&6Q0#6(&'#('6&*"+#='#40#'#46+'6+'0'/$&20,"&#03'1(%"' 1(,."#"&17'#40#'7($'40*"'#('40*": ' '' K633'R(+#,0&&='S61"'T%"+62"&#'U'-&037+#='V0%#&"%='H0%14'WXXY'
  • 4. Z40#'6+'V((2'K)I' !  V((2'K)'6+'#4"'/$+6(&'(/'#4"'%6C4#'6&/(%,0#6(&='#4"'%6C4#'#6,"=' #4"'%6C4#'/(%,0#='0&2'#4"'%6C4#'4$,0&'0&2[(%'+7+#",'%"+($%1"+:' )/'E"'E6+4'#('6,.%(*"'K)='E"'0+F'#4"+"'M$"+#6(&+D' !  ('8$+6&"++'$+"%+'40*"'#4"'6&/(%,0#6(&'&""2"2='E4"&'#4"7'&""2'6#=' #(',0F"'2"16+6(&+I' !  ('#4(+"'."(.3"'40*"'#4"'"B."%#6+"='#%06&6&C'0&2',6&2+"#'#('$+"' #40#'6&/(%,0#6(&'6&'#4"'8"+#'E07'/(%'#4"'C((2'(/'#4"'(%C0&6Q0#6(&I' !  -%"'#4"7'2(6&C'#4"6%'P(8'8"##"%'8"10$+"'(/'#4"'6&/(%,0#6(&'8"6&C' 2"36*"%"2I' !  R(E',$14'269"%"&1"'2("+'#40#'6&/(%,0#6(&',0F"'#('#4",I'' (%(#47'H633"%='K)'H"#%61+='']"8'WXX^' !  ;4"'8"+#'0..%(014'#('"*03$0#6&C'0'K)'+(3$#6(&'6+'0'#"14&6103' %"*6"E'1(,86&"2'E6#4'0'8$+6&"++'$+"%'."%1".#6(&'+$%*"7'
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  • 17. Z46#"'`3".40&#+' ;4"'_"E'!".(%#6&C';((3' !  0#0'Z0%"4($+"'G"1(&2'V"&"%0#6(&'K$632' !  _"E'.%(P"1#'h'&"E'6&#"%/01"'1(&1".#' !  J$%%"&#'+7+#",'$+"%+'E"%"'e$&L40..7f'E6#4'#4"'"B6+#6&C'#((3' !  ;4"'%"036#7'E0+'30%C"37'6++$"+'E6#4'#4"'20#0',(2"3'0&2'20#0' M$036#7''(/'#4"'1$%%"&#'+7+#",' !  !".301"2'E6#4'0&'"M$6*03"&#'%".(%#6&C'#((3' !  ;4"'1(+#' !  !"#%06&6&C'(/'(*"%'WXXX'+#09' !  ]063$%"'#('2"L1(,,6++6(&'(32'%".(%#6&C'#((3' !  tXd'#((',0&7'361"&1"+'8($C4#'/(%'#4"'&"E'#((3' !  m+"%'26++0#6+/01#6(&'E6#4'#4"'?&"E@'%".(%#6&C'#((3'
  • 18. Z46#"'`3".40&#+D' !".(%#6&C';((3'T"&"#%0#6(&' !  K$+6&"++'6&#"336C"&1"'*"&2(%+' !  _6C"3'T"&2+"'(/'K)'G$%*"7' 36F"'#('#03F'$.'0'WX[YX'+.36#D' +4(E+'P$+#'(*"%'Y'."%1"&#'(/' ",.3(7""+'0%"'01#$0337'$+6&C' (&37'WX'."%1"&#'(/'$+"%+'0%"' K)'#((3+:'' 01#$0337'1(&+$,6&C'K)' #"14&(3(C6"+A'#4"'%",06&6&C' !  `*"&'6&'6&2$+#%6"+'#40#'40*"' YX'."%1"&#'0%"' 0CC%"++6*"37'02(.#"2'K)'#((3+' ?":C:='E4(3"+03"='80&F6&C='0&2' 26+"&/%0&146+"2:'' %"#063@='$+0C"'80%"37'"B1""2+' bb'."%1"&#:' !  !"0+(&+' !  G"1$%6#7'36,6#0#6(&+' !  R0%2E0%"'1(+#'' !  0#0'0*06308636#7' !  G3(E'M$"%7'."%/(%,0&1"'' !  G(/#E0%"'1(+#'' !  )&#"%&03'.(36#61+'0&2' !  G(/#E0%"'E0+'#(('40%2'#(' ?,(%"'.%"16+"37@'6&#"%&03' $+"' .(E"%'+#%$CC3"+' !  m+"%'+10308636#7'
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  • 20. Z46#"'`3".40&#+' V0%80C"')&'DD'V0%80C"'<$#' e<&'#E('(110+6(&+')'40*"'8""&'0+F"2'yT%07='H%:'K0880C"='6/'7($'.$#'6&#('#4"',0146&"'E%(&C' >C$%"+='E633'#4"'%6C4#'0&+E"%+'1(,"'($#Iy'w')'0,'&(#'083"'%6C4#37'#('0..%"4"&2'#4"'F6&2'(/' 1(&/$+6(&'(/'62"0+'#40#'1($32'.%(*(F"'+$14'0'M$"+#6(&:f'h'J40%3"+'K0880C"'bc^bLbYcb' !  0#0'n$036#7'6+',(%"'1%6#6103'#40&'"*"%' !  -'/063$%"'#('022%"++'0#0'n$036#7'0#'"*"%7'+#0C"'E633'03E07+' 3"02'#('0226#6(&03'1(+#+' !  T30&'/(%'7($%'K)'.%(P"1#'#('+.6&'(9''!"#$%&'(/'20#0'M$036#7' .%(P"1#+'0&2'1(&#6&$"'#('2('+('#4%($C4($#'6#+'36/"' !  0#0'n$036#7'6++$"+'2%6*"'$+"%+'0E07'E4614'26%"1#37' 6&1%"0+"+'1(+#'(/'(E&"%+46.'0&2'%"2$1"+'!<)''
  • 21. Z46#"'`3".40&#+D' "L1(,,6++6(&i' !  0#0'Z0%"4($+"'J(,.(&"&#'"36*"%"2' !  "L1(,,6++6(&'#4"'.%"*6($+'%".(%#6&C'+7+#",' !  _<'L'!`-ggO'L'';m!_');'<]]'i' !  )/'6#'6+'3"/#'(&D' !  )#'1(+#+',(&"7'#('%$&'?0&2'6#'6+'033'6&*6+683"'<T`a@' !  m+"%+'E633'1(,.0%"'%"+$3#+'0&2'26+#%$+#'#4"'&"E'+7+#",'"*"&' 6/'6#'10&'8"'.%(*"2'#('8"',(%"'1(%%"1#'#40&'#4"'(32'+7+#",' !  m+"%+'E633'1(&#6&$"'#('$+"'#4"'(32'(&"'8"10$+"'6#'6+'/0,6360%' 0&2'&(L(&"'36F"+'140&C"' !  m+"%+'#40#'2('&(#',6C%0#"'8$#'40*"'8""&'#%06&"2'(&'#4"'&"E' +7+#",'E633'40*"'#('8"'%"L#%06&"2'E4"&'#4"7'+#0%#'#('$+"'6#''
  • 22. ;4"'G(3$#6(&' !  ;4"'.%(.(+6#6(&'+$CC"+#+'#40#'2(6&C'K)'40+'&(#'2"36*"%"2' #4"'"B."1#"2'!<)'/(%',(+#'(%C0&6+0#6(&+:'' !  ("+'#46+',"0&'#40#''(%C0&6+0#6(&+'+4($32'+#(.'2"*"3(.6&C' K)'+(3$#6(&+I' !  J0#"C(%610337'_<'h'K)'+4($32'8"'4$C"37'E(%#4E463"' !  K$#''%",",8"%'7($'10&'(&37'+$11""2'6/D' !  O($%'(%C0&6+0#6(&'/$337'",8%01"+'K$+6&"++')&#"336C"&1"' !  O($'"B."1#'0&2'",8%01"'K301F'GE0&+' !  O($'0*(62'0&2',6#6C0#"'Z46#"'`3".40&#+' !  O($',0F"'7($%'(E&'3$1F'
  • 23. R(E'#('8"'3$1F7' !  g$1F7'."(.3"'/%"M$"&#37'40.."&'$.(&'140&1"'(..(%#$&6#6"+' !  ;4"%"'0%"'.(+6#6*"'8301F'+E0&+'6&'"*"%7'(%C0&6Q0#6(&='6#'6+'P$+#'0',0##"%'(/'62"&#6/76&C' #4",'0+'#4"7'(11$%' !  g$1F7'."(.3"'36+#"&'#('#4"6%'4$&14"+' !  H",8"%+'(/'7($%'#"0,'E633'40*"'6&+6C4#+'8"7(&2'#4"6%'%",6#'80+"2'(&'#4"6%' "B."%6"&1"='62"&#6/7'#4"+"'."(.3"'0&2'"B.3(6#'#4"6%'6&+6C4#+' !  g$1F7'."(.3"'."%+"*"%"'6&'#4"'/01"'(/'/063$%"' !  `*"%7'.%(P"1#'E633'/01"'+"#L801F+'L'.30&'/(%'#4",' !  g$1F7'."(.3"'40*"'#4"'08636#7'#('#$%&'802'3$1F'6&#('C((2'/(%#$&"' !  `*"%7'.%(P"1#'E633'/01"'+"#L801F+'L'",8%01"'#4",'0+'0&'(..(%#$&6#7'0&2'140&C"'7($%' .%(P"1#[%",6#'0&2'%"+"#'7($%'C(03+' 'K0+"2'(&'E(%F'87'T%(/:'!6140%2'Z6+",0&='m&6*"%+6#7'(/'R"%#/(%2+46%"='WXXo'
  • 24. ),.%(*6&C'!<)' !  K301F'+E0&+'?40&23"2'.(+6#6*"37@''(&&)*$+,'6&1%"0+"'' V06&'/%(,'6&*"+#,"&#' !  Z46#"'"3".40&#+'?"36,6&0#"2@'&)-%)./(%0+,'%"2$1"'#4"'' J(+#'(/'#4"')&*"+#,"&#' !  Z40#"*"%'#4"'J-T`a'6&*"+#,"&#'(/'#4"'.%(P"1#' #4"'<T`a'E633'8"'+6C&6>10&#37',(%"'h'2"+6C&'/(%'#46+'
  • 25. Black Swans & White Elephants Return On Investment In Business Intelligence THANK YOU
  • 26. Black Swans & White Elephants Return On Investment In Business Intelligence BI Environment Benchmark October 2009
  • 27. !<)';0%C"#'`&*6%(&,"&#' K"&14,0%F'h'<1#(8"%'WXX^' !  ("+'7($%'(%C0&6+0#6(&'40*"'#4"'08636#7'#(' !  !"1(C&6+"'K301F'GE0&+'I' !  -*(62'K$6326&C'Z46#"''`3".40&#+'I' !  ;4"'K"&14,0%F'3((F+'0#'#4"'F"7+'#('+$11"++' !  ;"14&(3(C7'['!"+($%1"+'['H"#4(2+'['T%"261#6(&+' !  -++"++'E4"#4"%'7($'10&',""#'-gg'(/'#4"'/(33(E6&C'' !  )/'7($'10&f#',""#'0&'6#",'6#'6+'1(+#6&C'7($',(&"7' !  (&f#'6C&(%"'0'+#0#","&#'P$+#'8"10$+"'7($'2(&f#'0C%""'E6#4'6#'
  • 28. !<)';0%C"#'`&*6%(&,"&#' K"&14,0%F'h'<1#(8"%'WXX^' !  ;"31('`&*6%(&,"&#' !  H$+#'R0*"+' !  bXH'#('qXH'+$8+1%68"%+' !  !`-g'1(,,6#,"&#'/%(,' !  H(863"'(%']6B"2' `B"1$#6*"';"0,'#(' K$+6&"++')&#"336C"&1"' !  Z62"'.(%#/(36('(/'S-G' !  T%(2$1#6(&=';"+#'U' !  0#0'#%051'($#+#%6..6&C' "*"3(.,"&#' C%(E#4'6&'*(61"'+"%*61"+' `&*6%(&,"&#' !  V0,"'140&C6&C'2"*61"+'' !  J(,.(&"&#6+"2' -%146#"1#$%"' !  czWq'G$..(%#' !  H6&:'c'7"0%'36/"+.0&'
  • 29. !<)';0%C"#'`&*6%(&,"&#' K"&14,0%F'h'<1#(8"%'WXX^' !  R0%2E0%"'U'0#080+"'1(,86&"2' !  T07'3"++'#40&'mGpWXr'."%';"%087#"'(/'m+"%'0#0z' !  `;g'U'0#0'n$036#7';((3+' !  T07'3"++'#40&'mGpbXXr'/(%'#4"'.%(2$1#'361"&1"+' !  !".(%#6&C';((3+' !  T07'3"++'#40&'mGpbX'."%'+"0#'/(%'#4"'.%(2$1#'361"&1"+' !  !"2$1"'361"&1"'1($&#'87'tXd'(%'6&1%"0+"'$+"%'#0F"'$.'87'tXd' !  S"&2(%+'1306,'361"&1"+'(/'0%($&2'WXd'(/'(%C0&6+0#6(&+' !  eK)'G$%*"7f'%"+"0%14'+4(E+'#40#'02(.#6(&'6+'#7.610337'cLYd' zH(&0+4'!"+"0%14'K"&14,0%F']6C$%"'
  • 30. !<)';0%C"#'`&*6%(&,"&#' K"&14,0%F'h'<1#(8"%'WXX^' !  T%(C%0,'H0&0C","&#' !  !".(%#6&C'`&*6%(&,"&#' !  T%(P"1#'H0&0C"%' !  ;"0,'g"02"%' !  ;"14&6103'-%146#"1#' !  oLq'];`'/(%'O"0%'b'' !  WLo'];`'0/#"%E0%2+' !  K$+6&"++'-&037+#+' !  ;"0,'g"02"%' !  `;g'"*"3(."%+' !  oLq'];`z'/(%'O"0%'b'' !  ;"0,'g"02"%' !  WLo'];`'0/#"%E0%2+' !  oLq'];`' !  K-[G7+-2,6&'G$..(%#' !  ;"+#';"0,' !  ;"0,'g"02"%' !  ;"0,'g"02"%' !  bLW'];`' !  WLo'];`' -'1(,,6#,"&#'(/'8"#E""&'bc'0&2'Wq'."(.3"'/(%'c'7"0%+i' z];`'x']$33';6,"'`M$6*03"&#'
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  • 34. Black Swans & White Elephants Return On Investment In Business Intelligence BI Environment Benchmark Thank You