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    A White Paper

    by Kevin Quinn

     The Most Widely Used Business

    Intelligence Paradigm

    Enabling Pervasive BI with Guided Ad Hoc Reporting

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    Bringing more than 25 years of software marketing and implementation

    experience to his role as Vice President of Product Marketing for InformationBuilders, Kevin Quinn oversees the development of marketing for all product

    lines.

    Mr. Quinn has been credited with helping to define business intelligence end-

    user categories through his creation of guidelines for using and employing

    business intelligence tools. He has helped companies worldwide develop

    information deployment strategies that help accelerate decisions and improve

    corporate performance. His efforts in this position have helped propel

    Information Builders’WebFOCUS and iWay Software solutions to category

    leadership in their respective areas. Kevin is also the founder of 

    Statswizard.Com, an interactive sports statistics Web site that leverages

    business intelligence functionality.

    Mr. Quinn holds a Bachelor of Science degree in Computer Science from

    Queens College in Flushing, New York.

    Kevin Quinn

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    3

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    Executive Summary

    The Business Intelligence Challenge

    The Evolution of Business Intelligence

    In the Beginning, There Was Batch

    Business Units Find a Way: Advanced Ad Hoc Reporting

    Next Came OLAP and Cubes

    Guided Ad Hoc: Putting the Power of Reporting in the

    Hands of End Users

    WebFOCUS Report Templates: How They Work 

    Ranking

     Trends

    Guided Ad Hoc In Action: Real World Successess

    In Their Own Words

    1

    2

    3

    7

     Table of Contents

    5

    12

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    Organizations today face a great challenge. They must make timely business information readily

    available to a large base of various users, in a way that is highly relevant and useful to each. But, the

    traditional business intelligence (BI) tools at their disposal have forced them to rely on IT resources,

    or teach their non-technical professionals how to navigate the complex features and functions of 

    ad hoc and OLAP software.

    In fact, a recent report by Heavy Reading Research shows that only 25 percent of businesses can

    claim that at least half of their professional and managerial employees are using BI on a regular

    basis. The same report cites that the deployment of BI will likely more than double when tools

    become easier to use and non-technical users can more easily embrace them.

    Information Builders’ Guided Ad Hoc solutions empower businesses to broaden the depth and

    reach of BI – making more reports with more information available to more people across – andbeyond – the enterprise. With Guided Ad Hoc, IT professionals can quickly and cost-effectively

    create a single report template, and publish it via the Web. Users can then use an easy and familiar

    interface to run their own reports. They can select their measures, dimensions, sorts, filters, and

    more from simple drop-down boxes – resulting in the potential for thousands of different content

    combinations, to satisfy the widest range of business information requirements.

     Today, Guided Ad Hoc solutions are used in thousands of companies of all types and sizes. These

    businesses have been able to recognize the true impact that BI can have, by putting the power of 

    reporting right in the hands of their end users.

    1 Information Builders

    Executive Summary

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    2 Guided Ad Hoc Reporting

    For decades, BI has been providing companies with a faster, more effective way to collect, summa-

    rize, display, format, and distribute the information contained within their enterprise data sources.

     This has allowed business professionals throughout and beyond the organization – including

    executives, managers, front line workers, customers, and business partners – to view and analyze

    timely, accurate data about core business activities, and use it to improve decision-making and

    strategic planning.

    But, the complexity of traditional BI tools has placed a tremendous burden on IT teams. Developers

    typically build reports using intricate programming languages or WYSIWYG design tools, then make

    those reports accessible to end users via hard copy, Web browsers, or e-mail. As emerging and

    changing business requirements result in a flood of new report requests from end users, developers

    often find themselves buried in report-related projects that can distract them from other crucial

    corporate technology initiatives.

     Throughout the years, numerous advancements in BI solutions have made them more intuitive

    and easy to use. Simple desktop reporting tools made business data readily and broadly available

    to end users, but delivered static, relatively superficial information that provided limited strategic

    value. Ad hoc and OLAP tools offered the kind of in-depth analytical detail required, but were not

    widely deployed due to the time and costs associated with training, installation, maintenance,

    and support.

     That left non-technical users in the same position – requiring the ability to access and interact with

    mission-critical business data, but without the time or skills needed to generate their own reports.

    Because of these problems, most organizations use only a fraction of their enterprise data – lessthan twenty percent on average. And, according to GIGA Group, companies further compound the

    problem by making that data available to less than five percent of their business users.

    By failing to leverage their most vital asset – their information – companies hinder their own

    productivity, and put their ability to truly optimize performance in jeopardy. To reverse this trend,

    they must ask themselves:

    How do we provide truly meaningful information to a large number of end users at all levels –

    while minimizing the reliance on IT staff – without forcing them to learn complex business

    intelligence software?

     The Business Intelligence Challenge

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    Information Builders3

    In the Beginning, There Was BatchIn the past, programmers wrote COBOL programs that ran in batch mode on mainframes, collecting

    and aggregating numbers from data sources. The result was a printed report – complete with

    summaries, totals, subtotals, headings, footings, calculations, and more – that would be copied and

    shared among employees.

    Because these reports provided vital information that end users were unable to access themselves,

    IT departments found themselves inundated with requests. These requests were often expressed in

    business terms that were not easily understood by developers, resulting in iteration after iteration

    of each report until the user got exactly what they needed. This created time lags – often as long as

    several months – that negatively impacted the activity or process that the information within the

    report was supposed to enhance.

    Business Units Find a Way: Advanced Ad Hoc Reporting

    When point-and-click ad hoc solutions were introduced, they gave non-programmers new hope –

    allowing them to build their own reports, without IT intervention. Several power users within each

    business unit, who possessed both business savvy and the ability to understand data relationships

    from a technical perspective, were given report creation capabilities. At the same time, IT teams

    were free to work on other initiatives.

    Yet, this approach still resulted in static output, and additional reports were required to answer the

    questions raised by the data in previous reports. As a result, the underlying business problem which

    prompted the report in the first place was rarely solved.

    Additionally, although these tools did not require in-depth programming expertise, they were still

    quite technical in nature, with hundreds of features that were confusing to even a technically-astute

    business user, often leading to errors and inconsistencies in report information. Industry expert

    Ralph Kimball agrees, claiming that, “ad hoc query tools, as powerful as they are, can only be under-

    stood and used effectively by a small percentage of the potential data warehouse user population.”

    And, although ad hoc reporting solutions freed IT teams from a large percentage of their report

    development burden, it forced them to oversee the cumbersome process of installing and

    maintaining the software on user desktops.

    Next Came OLAP and Cubes

    Online analytical processing (OLAP) solutions were the next class of tools that aimed to further

    simplify reporting for end users. Data was pre-aggregated and loaded into multidimensional cubes,

    allowing users to quickly and easily drill down to more detailed information.

    Because OLAP is interactive in nature, users could participate in an investigative session directly from

    their desktop computers – drilling down to more detail, or sorting or pivoting, when information

    presented a problem that required further examination from a different perspective. No existing

     The Evolution of Business Intelligence

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    knowledge of complex data sources was needed; all information navigation and investigation

    could be performed instantaneously and was kept within the context of the cube.

    But, OLAP had plenty of problems of its own. First, IT staff found themselves burdened with

    requests for reports that included information outside the cube – resulting in the need to create

    new cubes or models. Additionally, data contained in cubes was often dated, and did not present a

    real-time view. And, like the ad hoc reporting solutions that came before it, IT staff were forced to

    install and maintain OLAP software on user PCs.

    End users have also been quite vocal about the limitations of OLAP. Nigel Pendse, an independent

    industry analyst who specializes in OLAP, conducted a survey of OLAP users. Among the key

    problems noted were slow query performance, an inability for user groups to agree on information

    needs, dynamic requirements that changed faster than cubes could be built, and the unreliability of the software itself.

    While ad hoc and OLAP solutions went a long way toward making BI capabilities available to more

    people, companies still struggled to find end user reporting environments that were simple and

    intuitive, yet easy and cost-effective to deploy and manage.

     The real challenge? To make reports highly interactive and flexible, and at the same time, easy to

    share, deploy, and access.

    Guided Ad Hoc Reporting4

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    Information Builders has broken down the barriers, creating a way for organizations to rapidly and

    cost-effectively deploy simple, intuitive end user reporting environments. Guided Ad-Hoc combines

    the ease and simplicity of report templates with the availability and accessibility of the Internet, to

    make interactive report pages readily available to end users. As a result, they are empowered to

    generate their own reports in a familiar and comfortable environment, as quickly and easily as if 

    they were shopping online.

    With Guided Ad Hoc technologies, there is no desktop software to install and maintain, no licenses

    to track and manage, and no complex, hard-to-understand features for users to learn and navigate.

    Developers can use WebFOCUS to build a Guided Ad Hoc report template with selectable para-

    meters, publish it as an HTML page, and make it available via the Internet.

     The process is quick and efficient, with reports of moderate complexity often being fully designed,developed, and deployed in less than 30 minutes. Developers create one single Guided Ad Hoc

    template that can be easily manipulated by hundreds or thousands of end users to meet the

    broadest range of business information needs. And, best of all, the administration hassles that

    comes with traditional ad hoc and OLAP solutions are completely eliminated.

    Once a template has been published to the Web, users can then simply make selections from pre-

    defined parameters in drop-down menus to determine a report’s content. Columns, sorts, filters,

    and measures can all be tailored to meet each user’s particular information needs, then changed

    at any time – making the process dynamic and interactive by allowing them to continuously slice,

    dice, and filter the view of their data. This presents the possibility of a virtually unlimited number

    of different reports to be generated from a single template, without the need for hand coding or

    cube construction.

    Users can also save their parameter selections as “personal reports,” further increasing reporting

    productivity by making it even easier and faster to access the vital information they need to

    perform their jobs.

    Guided Ad-Hoc:Putting the Power of Reporting in the Hands of End Users

    5 Information Builders

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    Flexible output options, such as Excel, PDF, or HTML, allow users to view information in the format

    that is most relevant and meaningful to them. Or, users can choose to generate reports in Information

    Builders’ Active Report format, which enables unhindered offline analysis from any PC or mobile

    device. Additionally, users can save their selections as a personal “named”report (i.e. John’s Month-

    to-Month Revenue Comparison), then schedule it for regular repeat delivery via e-mail. This signifi-

    cantly accelerates decision-making by reducing the amount of time spent finding information.

    And, perhaps most importantly, built-in security ensures that only authorized users gain access to

    confidential business data based on their role within the organization.

    Because this method is so efficient and effective, experts concur that end users will begin using it

    more often to meet their critical information needs. In fact, according to Ralph Kimball in his Data

    Warehouse Toolkit: “The majority of the user base likely will access data via pre-built parameter-driven analytic applications.”

    Guided Ad Hoc Reporting6

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    WebFOCUS report templates offer a broad range of robust functionality, evident in the following

    series of reports. These samples highlight the most basic reports, as well as more sophisticated

    ones that incorporate traditional ad hoc and OLAP-style capabilities.

    Ranking

    Rankings help users learn what is “best” or “worst” about certain aspects of their business. For exam-

    ple, a sales manager may want to see which 10 sales representatives are the farthest away from

    achieving their quotas, or a human resources manager may want to know who the 20 highest paid

    employees are.

    With traditional analytical software, rankings could only be applied to different measures or cate-

    gories by creating a series of new reports. Considering all the possible dimensions and measures inan average business scenario, IT teams would need to create a staggering number of reports to

    meet end user requirements.

    Ad hoc and OLAP solutions should have helped to solve the problem, but the capabilities needed

    to perform rankings were buried within large feature sets, making them nearly impossible for the

    typical end user to find and utilize.

     The report below displays the top 10 selling products for an electronics manufacturer, with the

    total dollar value of all sales of these products at the bottom.

    WebFOCUS Report templates allow developers to add parameters, so users can instantly filter data

    in a variety of ways, or obtain more information as needed. In the report below, users have the option

    to filter the data by year, quarter, month, retailer, or manufacturing plant. This not only provides for

    greater flexibility and functionality in report content, it allows users to quickly uncover and under-

    stand vital patterns and trends in sales.

    WebFOCUS Report Templates: How They Work 

    7 Information Builders

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    In addition to filters, dimensions and measures can also be parameterized with WebFOCUS Report

    templates. The next report clearly demonstrates the power of Guided Ad Hoc, with additional

    dimensions (plant, store, state, etc.) and measures (sales, units, cost of goods sold) being offered

    to enable users to further alter report content. With seven possible dimensions, three possible

    measures, and five possible filters, this template actually represents 21 potential different reports

    that can be filtered over 8,000 different ways.

    And, because it is actually just an HTML page, this report template could be deployed to an

    unlimited number of users with far less time, effort, and cost than would be required if BI software

    were to be installed on each desktop. In fact, one Information Builders customer gave users thepower to generate more than 350,000 different content combinations by deploying just four

    WebFOCUS Report templates.

    Users also have the ability to select from multiple output formats, so they can render the report in

    the way that would be most useful to them – as an HTML page to allow for continued browser-

    based viewing, an Excel spreadsheet to enable number manipulation, or Acrobat PDF for optimum

    print-readiness.

    Guided Ad Hoc Reporting8

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    Trends Trend reports empower users to compare certain measures across time periods. For example, a

    finance manager can compare last month’s travel expenses to this month’s, or a sales director can

    compare revenues by quarter in a given year. Even more flexibility can be added by providing the

    capability to drill-down to the detailed information behind the trends – allowing the user to

    leverage the same type of “slice and dice”functionality that is available in OLAP tools, so they can

    see not only what is happening over time, but why.

    But, the power of the drill-down capabilities delivered by WebFOCUS Report templates goes even

    further, enabling developers to parameterize the drill-down options so users can select the most

    appropriate one.

     The next three reports convey how easy it is for users to analyze trends with WebFOCUS Reporttemplates. The first report presents this year’s revenues compared to last year’s, summarized by the

    stores that sell the products. The second report shows how users can drill down on any store to see

    which product categories they sold, while the third demonstrates how they can then drill even

    further on each product category to see the specific products.

    9 Information Builders

    Drill on the store name eMart to get to the next report. Drill on the product category Camcorders to get to the

    next report.

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    Users choose their drill-down paths at run time with WebFOCUS Report templates, a capability that

    even the most powerful and flexible OLAP solutions can’t provide. In the reports below, information

    on sales by manufacturing plant is presented, with drill-down to specific states. Users can then drill

    down from state to products.

    Guided Ad Hoc Reporting10

    These parameters govern the report’s drill-down path.

    Unlike the last set, this report starts with manufacturing plant

    and drills down to state.

    State drills to product

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    In this example, users have an incredible number of options to choose from – 180 different reports

    with 480 possible drill-down combinations, resulting in more than 86,000 unique observations from

    a single report template. This empowers users to analyze trends and monitor key performance

    indicators from nearly any perspective.

    As you can see, this approach delivers the lowest-maintenance, highest-deployment, highest-value

    business intelligence possible. Simple Web pages, containing Guided Ad Hoc templates are

    accessible to any number of users, with no desktop software or cubes required. So, an unlimited

    number of business information requirements can be satisfied – quickly, easily, and cost-effectively.

    11 Information Builders

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    Information Builders’ Guided Ad Hoc solutions have been highly successful in real-world imple-

    mentations. Our customers have far surpassed the five percent deployment boundary, achieving

    usage levels of as high as 40 to 100 percent among all types of business users. These companies

    have gained a true competitive advantage by making vital data available and meaningful to

    everyone from executives, managers, and front line workers to customers, suppliers, and other

    business partners.

     The ease and simplicity of Guided Ad Hoc has made WebFOCUS a leader among today’s BI solutions.

    An independent study conducted by Frank N. Magid Associates shows that WebFOCUS has more

    than two and a half times the number of BI users as other vendor offerings. Additionally, it consumes

    far less time and resources for report development and deployment, and requires little or no end

    user training.

     The proof also lies in the size and scope of customer deployments – both within the enterprise and

    far beyond – using WebFOCUS Report templates. For example, when retail giant Arcadia needed to

    expand its BI solution to satisfy the needs of a rapidly growing base of users, it turned to WebFOCUS.

     The company was able to reduce the number of reports from the more than 1,000 it had created

    using another vendor’s tools to just 100 using WebFOCUS Guided Ad Hoc – while still meeting all

    end user requirements.

    Another client, a leading financial services firm, was burdened with managing more than 3,000 reports

    generated by a competitive BI solution. They were able to cut that number to just 30 reports – a ratio

    of 1 to 100 – with WebFOCUS Guided Ad Hoc. And, a large transportation company went from

    more than 1,000 reports to just 50 with WebFOCUS Guided Ad Hoc

    Other WebFOCUS Guided Ad Hoc successes include:

    ■ Pershing LLC empowered more than 85,000 investment professionals to generate their own

    reports and analyses through an online self-service portal. Users can quickly and easily create

    trending reports and analyze stock trade patterns.

    ■ University of North Carolina at Charlotte relied on WebFOCUS to make self-service reporting

    available to more than 3,000 staff members in 20 different departments. Users can rapidly obtain

    student information such as enrollment, majors and minors, contact details, or lists of pending

    graduates via the Web.

    ■ Ford Motor Company built their Global Warranty Management System (GWMS) on WebFOCUS

    Guided Ad Hoc technologies. Through GWMS, approximately 14,000 dealerships around the

    world can obtain customized warranty information. Since its deployment, the application hasreduced warranty-related costs by $40 to 60 million.

    Guided Ad Hoc Reporting

    Guided Ad Hoc In Action: Real World Successes

    12

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    In Their Own Words“WebFOCUS is transforming the way we access and deliver information across the organization. We are

    empowering users with timely, accurate, and consistent information to help every employee make faster

    and better decisions. By doing so, we are ensuring every user’s contribution can have a positive influence

    on the business.” 

    – David Hale, Supply Chain Controler, Arcadia Group

    “One of the main reasons our BI environment has been adopted so widely is because it does not require any 

    special experience or sophistication. If you can order a book or make travel arrangements online, you’ll find 

    our BI capabilities very easy by comparison.”

    – Patrick Yip, Drector, Technology Group, Pershing, LLC.

    “WebFOCUS is powerful, and so easy to use that most users can generate reports on their own. Faculty 

    members can instantly get information about their students or about the student population as a whole.”

    – Tami Kuhn, Applications Programmer, UNCC

    Experiences like these have been repeated time and time again at companies of all types and

    sizes. Businesses across all industries have saved countless hours of developer and end user time,

    while boosting business performance by making relevant and timely information easy to access

    and analyze.

    13 Information Builders

    Customer Deployment Type Number of Users Report Volume Where KnownAdministaff Extranet 70,000 users

    Major insurer Intranet 15,000 users

    Ford Extranet 22,000 users

    NYC Dept. of Health Internet Unknown (Public) 20,000 reports/day

    Royal Bank Intranet 10,000 users 900,000 reports/month

    Sony Extranet 1,750 users

    StatsWizard Internet Unknown (Public) 300,000 reports/month

    Major U.S. bank Extranet 200,000 users

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    Guided Ad Hoc Reporting

    About Information Builders

    14

    Information Builders’award-winning combination of business intelligence and enterprise integration

    software has been providing innovative solutions to more than 12,000 customers for the past 30

    years. WebFOCUS is the world’s most widely utilized business intelligence platform. It provides the

    security, scalability, and flexibility needed at every level of global extended enterprises. Its simplicity

    helps create executive, analytical, and operational applications that reach dozens to millions of users.

    Information Builders subsidiary iWay Software provides state-of-the-art, multi-purpose integration

    engines that address all SOA, application, data, and information management requirements. Its

    integration adapters have been adopted by the leading software platform providers. Together,

    these products give Information Builders’ customers the ability to live up to the company motto:

    Your business. No barriers.

    Information Builders’ customers include most of the Fortune 100 and U.S. federal government

    agencies. Headquartered in New York City with 90 offices worldwide, the company employs 1,400people and has more than 350 business partners.

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    Corporate Headquarters  Two Penn Plaza, New York, NY 10121-2898 (212) 736-4433 Fax (212) 967-6406 DN7503649.0408

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