OBIEE Sent

Creating a Single
Enterprise View of Your

Organization Through BI –
Regardless of Data Source
Rob Tenhundfeld
Business Intelligence Solution Specialist
Let’s start with a (not so)
simple question….
“How is my new brand doing?”
More specifically, “How much have I sold,

how is it impacting my support operations
and what percentage of my total revenue is
it generating?”
BI Challenges Today
• Siloed
• Fragmented
• Inconsistent
• Report-centric
• Restricted
• Unintuitive Hasn’t the promise of BI
been there for the past
decade?
The Evolving Role of BI
From: To:
Analysts Pervasive use
Historical data Real-time, predictive data
Fragmented view Unified, enterprise view
Reporting results Insight-driven business

process optimization
Analytic tools Unified infrastructure &
prebuilt analytic solutions
Separate BI, CPM Integrated Performance Mgmt
Oracle Business Intelligence
Comprehensive, Integrated, Best-of-Breed BI Solutions
Oracle Enterprise-wide, Industry-Specific

BI Applications Analytic Applications
Oracle Best-of-Breed, Next Generation BI

BI Suite platform
Oracle Complete data warehousing

Data Warehousing solution
Oracle is the Worldwide Leader
in Business Analytics
Oracle #1 in Analytic Applications

BI Applications - IDC
Oracle “One of the most comprehensive and

BI Suite innovative BI platforms…”
Leader’s Quadrant- Gartner
Oracle #1 in DW Tools
Data Warehousing - IDC
Sources: IDC and Gartner

Oracle’s Answer To Silo BI:
Oracle BI Enterprise Edition
Oracle BI Suite Enterprise Edition
• Foundation for BI in Fusion
• Based on technology from Siebel, Hyperion and Oracle
• Siebel was fastest growing BI vendor, averaging 50%+ annual
growth over the last 5 years
• Comprehensive, next-generation BI platform

• Pervasive intelligence for all users
• Integrated and Hot-Pluggable architecture
“With the acquisition of Siebel, Oracle find themselves as the owners of
one of the most exciting BI solutions available at present.”
– Bloor Research
Interactive Ad hoc Proactive Microsoft Reporting

Dashboards Analysis Detection Office & Advantages:
and Alerts Publishing
Consolidate and
standardize BI tools
Unified BI metadata
and infrastructure
Common Enterprise Information Model Seamless BI user
Oracle BI Server experience
OLTP & ODS Data SAP, Oracle Files Business

Systems Warehouse PeopleSoft, Siebel, Excel Process
Data Mart Custom Apps XML
Primary BI EE End User Options
Complete Range of Insight Delivery Capabilities
Oracle • Guided experience leads user from insight to action
Interactive • Intuitive and interactive dashboards/scorecards
Dashboards • Personalized, function-specific and role-based
• Ad-hoc data exploration

Oracle • True business user self sufficiency
Answers • Create, modify and author analysis, pivots and
dashboards
• Dynamic problem/opportunity detection and

notification
Oracle • Automated analytic workflows and processes
Delivers • Tailored delivery for wide range of mobile
devices
Oracle • Schedule & distribute enterprise-class reports

Reporting & • Sophisticate “pixel-perfect” report layout
Publishing controls
Powerful Insight Across Data Sources
Simplify analysis of distributed data
“Show me sales through

• Point and click access to today for my highest value
information spanning multiple customers. Assure sufficient
physical sources inventory to fulfill orders.”
• Users interact with simplified model
• Shielded from complex physical data
Oracle BI Server
• Complete and timely information Intelligent Request Generation
• Real-time and historical data
• Enables high value cross- Data ODS / Inventory

departmental analysis Warehouse Operational System
Historical Today’s Current

Sales (through Sales Inventory
yesterday)
OBIEE Multi-Source
BI
Oracle BI EE Architecture
Web Server
Web Browser
SAW Bridge (J2EE/ISAPI) XML, HTML,
(IIS, Tomcat, Websphere, iPlanet) XLS, PDF, TXT Javascript
over for Usability & Interactivity
Oracle BI Web TCP/IP (SSL) HTTP/HTTPS
SOAP Web Services, XML and URL Interface Web

Catalog
Service
Oracle Interactive Oracle Answers HTML, SOAP External Applications and Portals
Oracle Delivers Server Dashboards over
HTTP/HTTPS
User Profiling, Security and Session Mngmt XML
Scheduling/Event Services Framework
Agent Execution Logic TCP/IP Cache Services (Web) & Connection Mngmt
Device Adaptive Content (SSL)
ODBC over TCP/IP (SSL)
Oracle BI Server
Logical SQL ODBC/JDBC (Logical Business Model) Oracle BI Administration
Oracle BI
Load Balancer
Cluster Controller
Metadata Interchange
Session Management Metadata Management Services
Intelligent Request Generation
Multi-User Development Services
Logical Request Generation Metadata Documentation Services

Cache
Security Services
Services Navigator Server Management Services

Query Govern.
Multi-Pass /
Sub-Request Logic
System / Perf Monitoring

Fragmentation
Externalized Optimization
Authentication
Aggregate
LDAP
Navigator
DB Authentication
Optimized Query Rewrites
Custom Authenticator
Execution Engine
Data Source Adapters
ODBC, CLI, OCI, XML, MDX
Analytical and Operational Data Sources

Web Server
Web Browser

Catalog
Service
HTTP/HTTPS
Oracle BI Server
Oracle BI
Load Balancer
Cluster Controller

Cache
Query Government
Security Services
Multi-Pass /
Sub-Request Logic

Fragmentation
Authentication
Aggregate
LDAP
Navigator
DB Authentication
Execution Engine

Enterprise Business Model Administration
DB2
Supply
Chain
DM
Teradata
OLAP
Oracle
Physical Layer – “Intelligent ERP.
Request Generation”
XML Data
Reads in system catalog Source
SQL Server
Multiple sources Acxiom
Optimized SQL generation Siebel

Operational
Regardless of Schema
Function ship to appropriate data

sources/Compensation
Business Model Layer –
“Calculation Engine”
Physical complexity converted to

logical subject areas
Drill-Paths
Complex/Derived Measures
(Level-based, time series,
dimension-specific, nested)
Aggregate/Fragment Aware
Presentation Layer
Role-based, in context, personalized

presentation – Oracle Answers
Web Server
Web Browser

Catalog
Service
HTTP/HTTPS
Oracle BI Server
Oracle BI
Load Balancer
Cluster Controller

Cache
Security Services

Query Govern.
Multi-Pass /
Sub-Request Logic

Fragmentation
Authentication
Aggregate
LDAP
Navigator
DB Authentication
Execution Engine

Oracle BI Server
Common Enterprise Information Model
Simplified Logical Model
The Oracle BI server presents as a

logically modeled database enabling the
Common Enterprise Information Model.
This provides powerful calculation,

computation and federation capabilities to
3rd party tools as well as our own.
A Day in the Life of a Query
A logical request comes in asking for
 Brand,
 Closed Revenue (GL)
 Service Requests (Call Center)
 Share of Revenue (Derivation)
Oracle BI Server Cache
The Server will check to see if this request

can be fulfilled via a prior request using
Server Cache.
This is an on-demand intelligent shareable

and secure cache that can support:
Subsets, Aggregations and Derivations
Navigator
If it is the request is cannot be fulfilled by

cache then the server will intelligently
process the request
Multi-Pass/Sub-Request Logic
Does this analysis require sophisticated

analysis such as an OLAP calculation?
[Revenue Share]
The Server will determine the best

possible way to provide this
calculation/computation
Fragmentation Optimization
Does this request span across partitions

or silos of data?
[Closed Revenue and Service Requests]
The server will determine based on the

request if it should navigate to both or only
one. It will automatically resolve fan traps.
Aggregate Navigator
Is there an aggregate that can better

satisfy this request versus hitting the
detail?
{Brand Summary Table}
The Server will apply approprate summary

redirection to provide the quickest
response.
What can be function-shipped down to the

database versus performed
/supplemented by the computation
capabilities of the Server.
The server will provide a consistent set of

functionality to the user regardless of
underlying datasource.
Oracle BI Server
Exploiting Native Database Functionality
Oracle BI Server
Optimized Native SQL Rewrites
select distinct D1.c2 as c1,
Rank() OVER ( ORDER BY D1.c1 DESC ) as c2
from
(select sum(T677."ActlExtnd") as c1,
T699."District" as c2
from
"d1_customer" T699,
"d1_orders" T677
where ( T677."repkey" = T699."SalesRep" )
group by T699."District") D1
order by 1
select D1.c2 as c1, D1.c1 as c4

from
(select sum(T1397."ActlExtnd") as c1,
T1384."District" as c2
from
"D1_customer" T1384,
"D1_orders" T1397
where ( T1384."repkey" = T1397."SalesRep" )
group by T1384."District" ) D1
[Rank Calculation Performed on Oracle BI Server

To Compensate for the Limitations of MS SQL Server]
Cache Services
The request once executed will now be

available to other users as a cache entry.
Oracle BI Server
System Services
System Services
Clustering:
Add stacks as needed in a share nothing
clustered environment.
Session Management and Governance:

Query throttling via connection pools and
authorization
Security Services:
Integration with OID, LDAP with
sophisticated data driven personalization
mechanisms.
D E M O N S T R A T I O N
Oracle BI Suite
Enterprise Edition
Drive Pervasive Intelligence
All Departments, Users, and Processes
Unsurpassed Usability Anywhere, Anytime

 Rich, interactive Web interface  Dashboards, ad hoc, alerts, reports
 Guided analytics  Any device
 Seamless user experience  Full mobile disconnected analytics
 Robust personalization  Integrated with business processes
 Simplified business model  Embedded analytics
 Abstraction from physical sources  Portal integration
 Complex calculations made easy  Extranet
Leverage Prebuilt Oracle BI Applications
Built in Best Practices Across Functions and Industries
Auto Comms. Complex Consumer Energy Financial High Insurance Life Public Travel
& Media Mfg. Sector Services Tech & Health Sciences Sector & Trans
Service &
Sales Marketing Financial Supply Chain Workforce
Contact Center
Analytics Analytics Analytics Analytics Analytics
Analytics
Pipeline Churn Campaign Receivables / Supplier Employee
Analysis Propensity Scorecard Payables Analysis Performance Productivity
Triangulated Customer Response Customer Inventory Compensation
Forecasting Satisfaction Rates Profitability Analysis Analysis
Sales Team Resolution Product Product Procurement Compliance
Effectiveness Rates Propensity Profitability Cycle Times Reporting
Up-sell / Service Rep Loyalty and Regulatory Inventory Workforce
Cross-sell Effectiveness Attrition Compliance Availability Profile
Discounting Service Cost Market Basket Expense Employee Turnover
Analysis Analysis Analysis Management Expenses Trends
Lead Service Campaign ROI Cash Flow BOM Analysis Return on
Conversion Trends Analysis Human Capital
Other Operational
Prebuilt adapters: & Analytic Sources

Changing the Economics of BI
Build from Scratch Oracle
BI Applications With BI Suite EE you can:
with Traditional BI Tools
1. Build custom BI apps
Training &
Roll-out 2. Buy Oracle BI Apps
3. Do a mix of both
Define Metrics
& Dashboards  Faster deployment
 Lower TCO
 Assured business value
DW Design
Training & Rollout Role-based dashboards and alerts

Back-end
ETL and Specific Metrics Thousands of pre-defined metrics
& Dashboards
Mapping Prebuilt DW design
DW Design Mod Adaptable to your enterprise DW
Pre-built ETL Prebuilt ETL Business Adapters for Siebel,
Tailoring
Oracle, PeopleSoft, SAP, others
Quarters or Years Weeks or months
Proven Rapid Time To Value
Deployed to 800 users in under 90 days
Analytics for sales-oriented contact center
Live in 120 days
Sales Analytics
Deployed to 3000+ users in 3½ months
Sales Analytics
4 months from decision to live for 1200 users

Pharma Analytics
Live in 100 days, 6500 users
“
Sales and Marketing Analytics
Having had experience of Siebel Business Analytics,

I can vouch that it can be deployed as rapidly as they
claim...It is a product that really delivers.
Maximize the Value of IT Investments
“Hot Pluggable” BI Adapts to Your Environment
Integrate with portals & apps Access with other tools Leverage existing
XML, SOAP API, JSR168 support Open SQL query interface security
Oracle, MSFT AD,

Other Other
Portals MS Office Sun iPlanet, Novell
Applications BI Tools
Others …
Oracle BI Server
Multi- XML
Microsoft Data Excel
Oracle SQL Teradata IBM DB2 Essbase Warehouse Dimensional
Flat Files
Server Data Marts
SAP BW
Leverage any Data Source

Optimized native SQL; Source-specific function shipping
Scalable and Sustainable BI Process
Reduce IT backlog while increasing self-sufficiency
Provide greater self-sufficiency at each level and enable each

member of the process to do what they do best
Business Users
• Consume shared dashboards, reports, alerts
• Easily build / modify their own analysis
Business Analysts
& Operations • Build shared dashboards, alerts, workflow
processes for their user community
IT
• Focus on data infrastructure, metadata
model, tuning performance, security
Summary of Key Benefits / Differentiators
1. Comprehensive, integrated BI suite
2. Enterprise information model & consistent metrics
3. Intelligence spanning multiple sources
4. Designed for broad, pervasive use
5. Library of prebuilt Oracle BI Applications
• Provide lower TCO, faster deployment, more assured value
6. “Hot Pluggable” to maximize value of current systems
7. Scalable and flexible BI architecture
8. Pre-integrated Oracle stack lowers cost & complexity
9. Scalable and sustainable BI process
Industry Leaders Adopting
Oracle BI Enterprise Edition
Aerospace & Defense 5 of the top 6
Commercial Banks 4 of the top 5
Pharmaceutical 8 of the top 9
Computer Office Equip 6 of the top 9
Diversified Financials 3 of the top 4
Railroad 3 of the top 4
Medical Products & Equip 3 of the top 6
Telecommunications 5 of the top 6
Securities 3 of the top 6
Network & Comms Equip 2 of the top 4
Life & Health Insurance 3 of the top 5
OBIEE Features vs. 11g DB
OBIEE Provides Tools for the Roadmap to Best Practice BI/DW
OBIEE Oracle Database 11g

• Time and Value Based • Time, Value, Interval Based
Partitions for BI Partitioning for Enterprise
• Aggregate awareness • Transparent, highly scaled

through defined views aggregate awareness for
in data sources enterprise apps (OLAP)
• Single, secured logical • Single, secured physical

definition for BI usage definition of enterprise

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Creating a Single

Enterprise View of Your

More specifically, “How much have I sold,

Historical data Real-time, predictive data

Fragmented view Unified, enterprise view

Reporting results Insight-driven business

Oracle Enterprise-wide, Industry-Specific

Oracle Best-of-Breed, Next Generation BI

Oracle Complete data warehousing

Oracle #1 in Analytic Applications

Oracle “One of the most comprehensive and

Sources: IDC and Gartner

• Comprehensive, next-generation BI platform

Interactive Ad hoc Proactive Microsoft Reporting

OLTP & ODS Data SAP, Oracle Files Business

• Ad-hoc data exploration

• Dynamic problem/opportunity detection and

Oracle • Schedule & distribute enterprise-class reports

“Show me sales through

• Real-time and historical data

• Enables high value cross- Data ODS / Inventory

Historical Today’s Current

SOAP Web Services, XML and URL Interface Web

Logical Request Generation Metadata Documentation Services

Services Navigator Server Management Services

System / Perf Monitoring

Data Source Adapters

ODBC, CLI, OCI, XML, MDX

Analytical and Operational Data Sources

SOAP Web Services, XML and URL Interface Web

Logical Request Generation Metadata Documentation Services

Services Navigator Server Management Services

System / Perf Monitoring

Data Source Adapters

ODBC, CLI, OCI, XML, MDX

Analytical and Operational Data Sources

Optimized SQL generation Siebel

Function ship to appropriate data

Physical complexity converted to

Role-based, in context, personalized

SOAP Web Services, XML and URL Interface Web

Logical Request Generation Metadata Documentation Services

Services Navigator Server Management Services

System / Perf Monitoring

Data Source Adapters

ODBC, CLI, OCI, XML, MDX

Analytical and Operational Data Sources

The Oracle BI server presents as a

This provides powerful calculation,

A logical request comes in asking for

Oracle BI Server Cache

The Server will check to see if this request

This is an on-demand intelligent shareable

If it is the request is cannot be fulfilled by

Does this analysis require sophisticated

The Server will determine the best

Does this request span across partitions

[Closed Revenue and Service Requests]

The server will determine based on the

Is there an aggregate that can better

{Brand Summary Table}

The Server will apply approprate summary

Optimized Query Rewrites