IBM Cognos BI Overview

Business Analytics software
Purpose of this Deck
Hide or remove this

slide
before presenting
The intent of this deck is to effectively pitch the value of IBM Cognos Business Intelligence to
prospects early in the sales cycle
Audience IT and/or Business users
For feature specific slides, refer to the Top 10 of Cognos BI deck which you can find here:
http://w3-103.ibm.com/software/xl/portal/content?synKey=Z198058Q40435C66
Competitive:
Specific competitive slides to position against for Oracle, and QlikTech are now available- see
slide 43 onwards, with SAP, Microstrategy coming shortly. Slides are available at the end of this
deck, and via the BI Seller kit. Use these slides to replace the generic slide 5 for common issues ,
and the generic summary slide 31
Remember to check for the most up to date competitive information, and recently updated
competitive slides at
http://w3-103.ibm.com/software/xl/portal/content?synKey=A501950V50059X87
What is working well, what could be changed or improved?
Please provide feedback to becky.smith@uk.ibm.com
2011 IBM Corporation
Presenters Name - Presenters Title

DD Month Year
IBM Cognos Business Intelligence

IBM Business Analytics Portfolio
Agenda for today
Why effective Business Intelligence is critical for sucess

Share the key questions that every business needs to answer
Review the core requirements of a BI solution
Examine the unique value of IBM Cognos BI
Share how we can accelerate your BI success
Understand your organizations BI needs
Organizations today operate with blind spots

Incomplete Information
1 in 3 managers frequently make
critical decisions without the
information they need
Inefficient Access
Just 67 percent of high-growth CIOs
said data is readily available for
relevant users
Inability to Keep Pace

Todays online business cycles
are 3-7 times shorter
Source: IBM Institute for Business Value
Generic Issues slide.

If you need to focus
Existing solutions often fall short for many rolesagainst
in many
a departments
particular
competitor then
replace with the most
Multiple solutions and disconnected tools
current slides available
at: Operations
Reliant on IT for work others can do
Fragmented decision making

Siloed information
http://w3.ibm.com/software
/xl/portal/content?
Human
Which tool
Resources synKey=N293385W72582G
Product
do I use?
Development
I need72
a
different
view
Data not available in time

Costly to maintain
Customer
Service
Has this been

done before?
How do I get
all the data I
need?
I cant wait
for IT
IT
I have to drop
out to a
spreadsheet
Finance
Sales
Marketing
6
Cognos BI eliminates these blind spots
$78.5M
1,822 %
$28M
7
Source: Nucleus Research
Direct Benefit
ROI
Savings
From 7 weeks to 7 seconds

The Problem:
Up to 7 weeks to get a report on performance
Fragmented decision making process
Disparate systems and processes to track sales activities
The Need:
Streamline compliance and risk management.

Empower sales and branch to manage performance
The solution delivered by IBM Cognos BI

Timely, consolidated view of performance
Reporting on daily branch and staff performance.
Holistic view of customer relationships.
We've gone from 7 weeks to 7 seconds

for reporting. We've eliminated a data
entry requirement of 90 full time people.
We've aligned finance, HR, sales and
more around a single version of the
truth so we can continue to make good
decisions for our customers
John Marchioni
Executive VP, Chief Underwriting and Field

Ops Officer, Selective Insurance
Solution components:
IBM Cognos BI
What makes it smarter:

Improved productivity
Reallocated 90 full time employees from data entry to
value added roles.
Predictable branch staffing levels
Improved, real time insight into branch and sales
performance from 7 weeks to 7 seconds
8
Enable everyone to drive better outcomes

Improve Production Capacity
Reduce Buffer Inventory
Optmize Staffing Mix
Reduce employee turnover
Reduce Portfolio Gaps

Reduce Development Risk
Operations
Human
Resources
Product
Development
Reduce Churn
Improve Customer
Satisfaction and Loyalty
Strengthen IT Capabilities
Across Business Units
IT
Customer
Service
IT
Sales
Finance
Close Deals Faster
Improve Customer Profitability
Marketing
Improve Competitive Positioning
Prioritize Profitable Product Delivery
Drive Greater Demand
Drive Growth and Profit Through

Resource Allocation
Comply with Confidence
Organizations need answers to key questions

Operations
Product
Development
HR
Customer
Service
IT
Sales
Finance
Marketing
10
How are we doing?
Immediate Insights to Business Performance
Dashboards
Reports
Scorecards
Real-Time Monitoring
Event alerting
11
Why?
Deeper Analysis of Trends & Patterns
Analysis and Exploration

Ad-hoc Query
Trend and Statistical Analysis
12
What should we be doing?
Foresight to Plan & Allocate Resources
What-If Analysis
Predictive Analysis
13
Transforming Business Intelligence
Scorecards
Dashboards
Reports
Predictive
Analysis
Analysis
& Exploration
14
Ad-hoc
Query
Real-Time
Monitoring
What-If
Analysis
Trend &
Statistical
Analysis
A Unified Workspace instantly usable by everyone

How the full breadth of BI capabilities come together
All Time Horizons
Complete perspective on the business
Progressive Interaction
Unified
Workspace
Simple to use with unprecedented

power one click away
Built-In Collaboration
Accelerate alignment and
improve decision-making
15

All Time
AllHorizons
Time Horizons
Complete
on the business
Placeperspective
historical information
alongside real-
time updates, plans, and predictive results

Progressive
Interaction
Unified
Workspace
Follow
the natural
pathunprecedented
from viewing,
Simple
to use with
to light
exploration,
to deeper analysis
power
one click away
Built-In
Collaboration
Engage
the right people at the right
time
to exchange
ideasand
and
Accelerate
alignment
knowledge
16

A Unified Workspace
instantly usable by everyone
17
Russell Investment benefits from the speed and ease
Unified
Workspace
"We were very impressed at how

quick and easy it was to build brand
new dashboards. Our business unit
One place for BI
in London loved the new
Self-Service
dashboards built with Business
Search Assisted Authoring
Insight and other features of

Cognos 10.
Stephen Paul
Application Delivery Manager
18
Office Depot gains greater perspective
If we can identify customer buying

patterns, forecast demands for a
All Time Horizons
specific product and get it on the

shelves at our stores faster, well
Historical
Real-time
Predictive
be more profitable as a business.

With IBM analytics software, were
able to identify product sales
patterns and buying preferences
by store or by customer segment.
BrianWood,
Senior Manager,
IT Enterprise Intelligence Systems
19
Boeing achieves greater freedom for business and IT
"We don't want our users to have to

rely on us to solve every problem
they have. We couldn't keep up with

demand. So, the ability that Cognos
Explore
Discover
Query & Analyze
offers is for them to go solve those

problems all on their own. We just
provide the service of getting the
data in the right manner and let them
go at it.
Chris Hamilton
Senior Project Manager
20
Canadian Blood Services connects people and insights
"I'm very impressed with the ability

to be able to have a conversation
Built-in collaboration
[collaboration] and actually be

able to see the information and
Connect
share it and drill into something
Communicate
when you're having a chat with a
Decide
colleague."
John
Mazerall
Data Architect, Manager

Business Intelligence and Data Solutions
21

All Time Horizons
Place historical information alongside realtime updates, plans, and predictive results
Unified
Workspace
Follow the natural path from viewing, to

light exploration, to deeper analysis
Engage the right people at the right
time to exchange ideas and knowledge
22
Available to everyone when, where and how needed

Disconnected workers need
Self-contained, interactive content
Offline BI application, fun and fast
Easy delivery to wide audiences
Mobile uses need

Full interactivity with drill up/down/through
Scheduled reports for instant access
Multiple devices including
iPhone, iPad, BlackBerry, Playbook,
Android, Windows Mobile and Symbian
23
Available to everyone when,

where and how needed
Transforming Business Intelligence
Scorecards
Dashboards
Reports
Predictive
Analysis
Analysis
& Exploration
25
Ad-hoc
Query
Real-Time
Monitoring
What-If
Analysis
Trend &
Statistical
Analysis
Increase business adoption while minimizing burden on IT

Deliver predictable performance and confident deployment
Open Enterprise-Class Platform

Complete Lifecycle Management
Common Business Model
IT
Tools
Shared Set of
Purpose-Built
Services
Broad infrastructure choices
Business
Content
Services
API
Open Data Access
Architecture
26
Continually increase business value and lower TCO

Complete Lifecycle Management
Quickly deploy
Rapidly Model, debug and troubleshoot
with visual tools
Easily manage
Meet and exceed SLAs with full system
monitoring and control
Proactively evolve
Bring all your investment in content
forward release to release
27
Flexible deployment options to fit your needs
Optimized
Business System
Fast to install and run
Virtualization
Optimize use of
resources
Enterprise
Software
Leverage existing
IT investment
e.g. Cognos BI on
System z
e.g. IBM Smart Analytics

System
Private
Standardize
Cloud
& share costs
e.g. IBM Smart Analytics
Cloud on System z
Public
Cloud
Provision with shift

of CAPEX to OPEX
e.g. IBM Cognos BI
deployed on IBM Cloud
e.g. IBM Cognos BI on

supported OSand hardware
Flexibility for:
Sensitivity of the data
Character of the project
Satisfy operating unit needs
Global and regional span
28
Accelerate your Success with our expertise

Gain expertise with How-to books
BI Strategy, Cloud, Redbook
Performance Manager
Workshops to help shape strategy

Champion workshop and kit
Business Analytics Experience workshop
Mitigate risk. Maximize ROI with services

Advisory, Assessment and Assist Services
Raising the quality of your solutions
Building your skills for long term success
Get a fast start with IBM Cognos Analytic Applications

Accelerated insight with packaged reporting and analysis
Unlocks information locked in ERPs and other data sources
Easily add and configure new reporting content
29
Demonstrate your goals and vision with BI

Gain alignment with your key stakeholders and
your management team
.Business Analytics Experience workshop

Parachute into a real-life business simulation
Interactive full use experience of a business
intelligence deployment
Analyze information, make decisions, plan for the
future
Half-day public or in-house workshop
Rather than offering a canned

demo or a Microsoft PowerPoint
deck, the BAE workshop gives a
team of individuals from a
company a realistic interactive
experience of using the software
for a purpose
Participant, 2010 Launch

30
Mitigate risk. Maximize ROI with services

Install and
Configure
Build
and Deploy
Generate Value
Consulting Services
Lab Services Deep Technical Knowledge
GBS BAO Business Services
Technical Education
Online, Classroom, Private Courses & Professional Certification
Subscription & Support

Technical Support, 24 x 7 Self-Service Resources, Product Upgrades
Accelerated Value Program

Proactive and Preventive, Strategic Partnership
Customer Programs
Champion Kit & BA Experience Workshops
31
Drive your competitive advantage with IBM BI
Broadest and most powerful analytics

Unified workspace instantly usable by everyone
Proven platform and cost-effective scale
IBM redefined the Business Intelligence market

32
The BI Solution you select should
Generic summary slide.

If you know who the
competition is then
replace with then
replace with the most
current slides available
at: :
Offer a single unified workspace http://w3.ibm.com/software/

Deliver information across all time horizonsxl/portal/content?
synKey=N293385W72582G7
2
Support collaborative BI
Deliver BI wherever and whenever required
Scale cost-effectively
Deliver high performance
33
Copyright IBM Corporation 2011 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 IBMs 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.
34
Additional Slides
35
The following 3 slides can be used instead of Slide 14 if you need to

remove the builds
36
Competitive Slides
The following section contains slides that you can

use to replace the generic issue set up and
summary on slide 5 and slide 33

Existing solutions often fall short for many

IT Intensive
Limited user self-service
Limited collaboration
Operations
Limited integration of key functionality

Enterprise Reporting,
Scorecarding, What-if, Statistics,
Predictive,
Performance Management,
Real-time
Human
Resources
I need a
different
view
Customer
Service
Costly to maintain
Multiple platforms
Multiple solutions
To support different
functionality
to support all data sources
Hard to upgrade
46
Oracle:
Updated Nov 14th, 2011
roles
in many
departments
Check
here for
the most
recent version:
http://w3.ibm.com/software/xl
/portal/content?
synKey=N293385W72582G72
Which tool
do I use?
Product
Development
Has this been

done before?
How do I get
all the data I
need?
I cant wait
for IT
IT
I have to drop
out to a
spreadsheet
Finance
Sales
Marketing
4
7
Oracle
Check
Why IBM Cognos Business Intelligence
? here for the most
recent version:
Enable users of any skill level with self-service BI
/portal/content?
synKey=N293385W72582G72
Unified workspace
Access information across all time horizons
Broadest reporting and analysis capabilities

Truly integrated Enterprise Reporting, Scorecarding,
What-if, Statistics, Predictive, Performance Management
and Real-time
Unified
Support for all data and application environments
Workspace
Support for connected and disconnected use
Lower TCO and accelerate ROI
Proven, open, integrated platform
Fast and easy upgrade
Leverage proven and innovative integration
Broad range of hardware, operating system support
Existing solutions often fall short for many

Limited solution breadth
No Performance Management
No pixel perfect reporting
Scorecarding
(no methodologies or strategy maps)
Limited Statistics
No Real time monitoring
Weak MS Office integration
No integrated predictive analytics
Write-back requires coding
Operations
Human
Resources
No unified workspace
End-user dashboard assembly limited

No progressive interaction
(limited ability to personalize & author) Customer
Service
Cant see all time horizons from one
interface
Limited enterprise platform capabilities
Lack of enterprise metadata, data lineage,

impact analysis
Proprietary formats and scripting required
Limited governance and management of
proliferation of user applications and files
QlikTech
roles
in many
departments
Check
here for
the most
recent version:
/portal/content?
synKey=A404937K67234W45
I need a
different
view
Which tool
do I use?
Product
Development
Has this been

done before?
How do I get
all the data I
need?
I cant wait
for IT
IT
I have to drop
out to a
spreadsheet
Finance
Sales
Marketing
49
5
0
Why IBM Cognos Business
QlikTech
here for the most
IntelligenceCheck
?
recent version:
http://w3.ibm.com/softw
IBM solutions are proven for the enterprise, well established and not are/xl/portal/content?
just a departmental solution
synKey=A404937K6723
Provides successful enterprise level support
Many successful implementations
4W45
Unified Workspace
Access information across all time horizons
Progressive interaction
Self-service dashboard creation
Full Breadth of BI and PM capabilities in a single, integrated
environment
Truly integrated Enterprise Reporting (incl. pixel perfect reporting),
full spectrum of Analysis (incl. What-if, Statistics and Predictive),
Scorecarding (incl. methodologies and strategy maps), Planning
and Real-time
Fully integrated with MS Office
Unified
Workspace
Enterprise Business Intelligence platform

Single reusable metadata layer
Centralized security and administration, enterprise scalability,
hierarchy management, data lineage, and change management
capabilities

IBM Cognos BI Overview

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Business Analytics software

Purpose of this Deck

Hide or remove this

2011 IBM Corporation

Presenters Name - Presenters Title

IBM Cognos Business Intelligence

Business Analytics software

Business Analytics software

IBM Business Analytics Portfolio

2011 IBM Corporation

Business Analytics software

Agenda for today

Why effective Business Intelligence is critical for sucess

2011 IBM Corporation

Business Analytics software

Organizations today operate with blind spots

Inability to Keep Pace

Source: IBM Institute for Business Value

2011 IBM Corporation

Generic Issues slide.

Business Analytics software

Fragmented decision making

Data not available in time

Has this been

2011 IBM Corporation

Business Analytics software

Cognos BI eliminates these blind spots

Source: Nucleus Research

2011 IBM Corporation

Business Analytics software

From 7 weeks to 7 seconds

Streamline compliance and risk management.

The solution delivered by IBM Cognos BI

We've gone from 7 weeks to 7 seconds

Executive VP, Chief Underwriting and Field

What makes it smarter:

2011 IBM Corporation

Business Analytics software

Enable everyone to drive better outcomes

Reduce Portfolio Gaps

Drive Growth and Profit Through

Business Analytics software

Organizations need answers to key questions

2011 IBM Corporation

Business Analytics software

How are we doing?

Immediate Insights to Business Performance

2011 IBM Corporation

Business Analytics software

Deeper Analysis of Trends & Patterns

Analysis and Exploration

2011 IBM Corporation

Business Analytics software

What should we be doing?

Foresight to Plan & Allocate Resources

2011 IBM Corporation

Business Analytics software

Transforming Business Intelligence

2011 IBM Corporation

Business Analytics software

A Unified Workspace instantly usable by everyone

Simple to use with unprecedented

2011 IBM Corporation

Business Analytics software