Transcript KBC

Business Intelligence @KBC
hype or reality
Bart De Feyter, projectleider ICT
[email protected]
Agenda
Introduction KBC Group ICT
Business Intelligence@KBC :
hype or reality
Questions & Answers
Agenda
Introduction KBC Group ICT
Business Intelligence@KBC :
hype or reality
Questions & Answers
KBC Bank & Insurance Group
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Ranking
 One of the top 2 banks in Belgium
 One of the top 3 insurers in Belgium
 One of the top 20 banks in Europe
 Leading financial group in Central Europe
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Market share in Belgium
 Banking : 20-25%
 Insurance : 9% (non-life) 22% (life)
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Head office in Brussels
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50.000 employees
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13.000.000 clients
Organizational structure
KBC Group
A. Bergen
Secretariat of the Board of directors & the executive Committee
Group Secretary
Group HR
Belgium
Central Europe
European
Private
Banking
Merchant
Banking
COO
KBC
Group
CFRO
KBC
Group
F. Florquin
J. Vanhevel
E. Verwilghen
G. Segers
C. Defrancq
H.Agneessens
Group
Strategy
Group
Communication
Group
Audit
Group
Compliance
Central
Investment
Distribution
Leadership
Centre
Market capital Ranking in Euroland
31-01-06
1
2
3
4
5
6
7
8
9
BNP Paribas (35 bn)
BSCH (31 bn)
BBVA (29 bn)
Deutsche Bank (26 bn)
ABN Euro
AMRO (25 bn)
DJ
Société Générale (24 bn)
Stoxx
Banks
Unicredito (22 bn)
constituent
Fortis (22 bn)
Crédit Agricole (14 bn)
10
11
Dexia (14 bn)
Intesa BCI (12 bn)
Allied Irish Banks (12 bn)
12
13
Bank of Ireland (10 bn)
14
KBC (9 bn)
15
16
17
18
19
20
SanPaolo IMI (9 bn)
Banco Popular (8 bn)
HVB (7 bn)
Mediobanca (6 bn)
Bca MPS (6 bn)
Bco Popular (5 bn)
Jan 2006
Dec 2004
Dec 2002
1
2
3
4
5
6
7
8
9
BSCH (57 bn)
BNP Paribas (48 bn)
BBVA (42 bn)
Deutsche Bank (35 bn)
Crédit Agricole (35 bn)
Société Gén. (34 bn)
ABN AMRO (32 bn)
Unicredit (27 bn)
Fortis (26 bn)
1
2
3
4
5
6
7
8
9
BSCH (74 bn)
BNP Paribas (63 bn)
Unicredito (62 bn)
BBVA (57 bn)
Deutsche Bank (50 bn)
Société Générale (48 bn)
Crédit Agricole (44 bn)
ABN AMRO (44 bn)
Fortis (38 bn)
10 Intesa BCI (21 bn)
11 Dexia (18 bn)
10
Intesa BCI (33 bn)
11
KBC (31 bn)
12 KBC (18 bn)
12
San Paolo IMI (26 bn)
13 San Paolo IMI (15 bn)
14 Allied Irish Banks (12 bn)
13
Dexia (23 bn)
14
HVB (19 bn)
15
16
17
18
19
20
Commerzbank (19 bn)
Allied Irish Banks (16 bn)
Erste Bank (14 bn)
Capitalia (14 bn)
Bank of Ireland (13 bn)
Nat. Bank of Greece (13 bn)
15
16
17
18
19
20
HVB (12 bn)
Bank of Ireland (11 bn)
Bco Popular (10 bn)
Commerzbank (9 bn)
BA-CA (9 bn)
Mediobanca (9 bn)
Unique Multi-Channel
Distribution Platform in Belgium
KBC Group
Products
Traditional
Leasing/
Retail/SME
Factoring
Banking
Merchant
Banking
892 retail
branches
Distribution
Clients
Capital Asset Mgt.
Markets
/ Private
/ Trading
Banking
Insurance/
Reinsurance
25 private
banking
branches
29 corporate
branches
584 tied
insurance
agents
Internet /
electronic
channels
Stock
Brokerage
723
Centea bank
agents
2.700.000 retail clients
13500 corporate clients
800 multinationals
19000 private banking clients
dd.31-12-2005
Geographical presence in Europe
Top-3-player in Belgium
Retail bancassurance
Private banking
Corporate banking
Top-3 bank/insurance player in CEE-5
Czech Republic
Hungary
Slovakia
Poland
Slovenia
European private banking network :
>100 locations across 9 other countries
France and Monaco
Germany
Italy (sold to BANIF)
Luxembourg
Netherlands
Switzerland
UK
Selective corporate banking network :
selective presence in 6 countries outside
Belgium and CEE
France
Germany
Ireland
Netherlands
UK
+ looking for more investments in Central and Eastern Europe
KBC Group's current presence
in Central Europe
Poland (banking)
Ranking :
9th
Market share :
4%
Clients :
0.9 m.
Branches :
333
Czech Republic (banking)
Ranking :
2nd
Market share :
21 %
Clients :
3.0 m.
Branches :
218
(+ 3400 points of sale-PO)
Slovakia (banking)
Ranking :
4th
Market share :
7%
Clients :
0.2 m.
Branches :
99
Hungary (banking)
Ranking :
2nd
Market share :
11%
Clients :
0.8 m.
Branches :
158
Slovenia (banking)
Ranking :
1st
Market share :
42 %
Clients :
2.0 m.
Branches :
395
Poland
(non-life/life insur.)
Ranking :
2nd / 8th
Market share :
11% / 2%
Clients (est.) :
1.8 m.
Poland
Czech Rep.
Slovakia
Hungary
Slovenia
Market share is average of share
in customer credits and in
customer deposits
Czech Republic
(non-life/life insur.)
Ranking :
6th / 4th
Market share :
4% / 9%
Clients :
0.7 m.
Slovakia
(non-life/life insur.)
Ranking:
6th / 8th
Market share :
4% / 4%
Clients :
0.2 m.
Hungary
(non-life/life insur.)
Ranking:
6th / 6th
Market share :
4% / 4%
Clients :
0.4 m.
Slovenia
(non-life/life insur.)
Ranking :
- / 4th
Market share :
- / 8%
Clients :
0.1m
KBC outside Europe
New York
Los Angeles
Atlanta
Tehran
Mumbai
Chennai
Nanjing
Shanghai
Taipei
Kaohsiung
Taichung
Hong Kong
Shenzhen
Labuan
Kuala Lumpur
Singapore
KBC Group ICT
ICT in a bank: boring or not?
Group ICT
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Employees
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Services
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Your ICT, our business
Delivering end-to-end ICT solutions (software, hardware, service)
Maintenance of ICT solutions
Hosting services
Network & infrastructure management
Clients
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Belgium: 1.820 KBC & 500 external consultants
Central Europe: 1.300 KBC
India: 250 Valuesource (100% daughter of KBC)
KBC Group Belgium
KBC Group international
Other corporate clients in the Benelux (Orbay, IFB, …)
Turnover: € 650 mn
Our ICT organisation
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Client focused
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Organisation
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Process driven
Matrix organisation & project approach
Fast growing international project portfolio
Technology & architecture

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Strong governance & business-ICT alignment
Best-in-class ICT services
Fast follower in new technologies
High availability
Architecture driven
Integrator of components
Multi-sourcing

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Core business by our own people
Fixed price outsourcing & package solutions for non-core (e.g. SAP)
External consultants for temporary needs
India for technical implementations & conversions
A multi-channel distribution platform
requires …
KBC-M@tic
Branches
KBC-Phone
Call Center
Isabel
Head office
SMS
Clients
E-business
Distribution Channels
Product factories
… a 3-tier architecture
Tier 1
Presentation
(frontend)
Tier 2
Tier 3
Integration+Steering Business Logic + Data
(midtier)
(backend)
→ Mainframe Bank
Data transport
→ Mainframe
Insurance
Belgacom
Telindus
→ Mainframe FinForce
→ Kennisbank
Browser in
Branches & online
(PC)
Server park
(Unix)
Central Servers
(mainframe, Unix)
ICT infrastructure (Belgium only)
4 IBM Mainframes
(+/- 14.500 Millions of Instructions Per Second)
125 Terabyte (125000 Gb)
2 robots: 6600 tapes of 80 Gb
13.000.000 transactions/day
17.000 PC’s
2.000 portable PC’s
750 softwares
17 Terabyte
600 Unix servers (HP, SUN Solaris)
100 Intel based application servers
100 web servers
27 Terabyte hard disk
1000 network printers & multifunctionals
140 Terabyte backup
KBC Datacenter is one of the largest in Belgium
Our ICT organisation
Applications Development
Datacenter
Work preparation
Work preparation
Projects
Projects
Service
Service
Support for ICT processes & tools
Support HRM, Finance, Procurement, Security, Communication
Functions in ICT – Belgium (numbers)
Applications Development
Datacenter
Business analyst (65)
Work preparation
Program manager (35)
Project Leader (100)
Analyst (300)
Projects Technical Designer (210)
Programmer* (250)
Team Leader (40)
Service Application Engineer (300)
Programmer* (250)
Technology Analyst (15)
Work preparation
System Analyst (15)
Projects
Project Leader (20)
Team Leader (40)
Service Delivery Owners (11)
Service System Engineer (280)
Operational System Engineer (200)
Operator (150)
Architect (12)
Support
data &&process
Support for ICT
processes
tools modelling (50)
Support methods (40)
HRM Resource Manager (12)
Support tools (50)
Trainer & Knowledge Manager (15)
Financial Analyst (12)
Support HRM, Finance, Procurement, Security, Communication
Procurement (10)
Information risk & Security (10)
The ICT offices
Brugge
Roeselare
Antwerpen
Gent
Mechelen
Hasselt
Aalst
Leuven
Brussel
Head offices
Data centers
Local offices
Vision on HR
Knowledge management:
• Internal & external training
• e-learning
• Knowledge management
communities
• Technical & personal skills
• Mentors & coaching
• Open university (Open Leren)
Career development:
• Performance appraisals
• Assessments
• Talent management
• Function descriptions
• Career paths
• Career coaching by
resource manager
Motivated people
with the right skills,
at the right moment,
at the right place,
now and tomorrow.
Communication:
• Intranet
• Newsletter ICT
• Newsletter KBC
• Video news KBC
• ICT Forum
• Technology Forum
Staffing:
• Internal vacancies published
• Central staffing of all projects
by resource managers
• Active rotation of people
Agenda
Introduction KBC Group ICT
Business Intelligence@KBC :
hype or reality
Questions & Answers
About the importance of BI ….
ICT managers consider
Business Intelligence as their 4th priority of 2007 !
48% of the services sector have BI-software. This will
increase to 75 % in 2 years. Even the public sector,
education and the health care follow.
Evolution from transaction driven to
knowledge driven steering of
companies.
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What is BI ?
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What are the different tools ?
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An example of BI in the practice
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How BI is organised in KBC ?
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What is BI ?
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What are the different tools ?
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An example of BI in the practice
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How BI is organised in KBC ?
What is BI ?

The term Business Intelligence (BI) represents the tools and systems
that play a key role in the operational and strategic planning process
of the corporation. These systems allow a company to gather, store,
access and analyze corporate data to aid in decision-making
Business Intelligence Abstract
What ? The oriented process - with the necessary services –
_ to collect and analyse data & information
_ form insight and then apply this information for decision making
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Oriented : each BI-investment must be related to 1 or more company goal
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Process : set of structural, continuous activities
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Services : systems & people
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Collect : data & information
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Analyse : interpretation of data, searching for patterns & relations
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Apply : distribution of information to decisionmakers in order to combine
this new insights with actual knowledge for decision making
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Automatic apply (closed loop) : automatic use of new information without
human interaction/decision e.g. procescontrol
Groupware/
collaboration
EAI/EII
Action
ODS
ETL
Data/document
warehouse
Enterprise
Portal
Business
Intelligence
Data
Cockpits/
dashbords
Datamarts
Reporting
Data & text
mining
Visualisation
OLAP
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What is BI ?
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What are the different tools ?
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An example of BI in the practice
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How BI is organised in KBC ?
What are the different tools ?
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The Glue : metadata
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Instruments for collecting data
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Instruments for analyses
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Instruments for application
What are the different tools ?
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The Glue : metadata
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Instruments for collecting data
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Instruments for analyses
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Instruments for application
The glue - Metadata
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Data will change in information via different instruments
and manipulations
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Metadata is a necessity in interpreting the data/steps
and helps to use it in a correct way
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Examples :
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Definitions (what is a new cliënt ?), ownership, origin, reliability,
recency,calculation, confidentiality …
Entities, attributes
Technical details : fysisch datamodel, indexen, versioninfo
Transformation steps, aggregations, ….
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Critical successfactor in building and maintaining BI.
Dough underestimated : different tools introduce their own system,
often the closing entry of (BI)projects, not efficient, …
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CWM : common warehouse model -> come to a standard of exchanging
metadata between different tool
What are the different tools ?
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The Glue : metadata
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Instruments for collecting data
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Instruments for analyses
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Instruments for application
BI-cyclus: collecting data
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Purpose = Collecting data + preparing them
for further use:
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The “iceberg” of BI
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Combining data, integrating data, structuring
data, making data accessible
Controlling / improving data quality
Complexity always underestimated:
difficult to predict
The “Achilles heel” of BI:
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Poor quality of source data
BI-cyclus: collecting data
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Instruments:
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Datawarehouse
Datamarts
Operational Datastore
ETL
EAI/EII
Metadata
Metaphor “Corporate information factory”
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Like in a factory: acquire, transport, unpack, clean up,
process, store in a warehouse, distribute (directly to a
client or via a mart / market)
different topologies possible!
Corporate Information Factory
Metadata
Sources
Exploitation
Datamart 1
External
Source
Analyzing
…
ETL
ETL
Datamart2
…
…
Data
Warehouse
(DWH)
Datamart n
ERP
Source
Legacy
source
OLTP source
EAI
EII
Operational
Data Store
(ODS)
Reporting
Applications
Datawarehouse
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What? Database (often relational),
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Subject oriented: => clear + stable structure
Time variant, nonvolatile
 Once in the DWH, data are not changed, deleted or updated
 If data change in time: existing data in DWH are not overwritten,
but a new “version” of the data is added (timestamped – begin &
end date)
In support of management’s decision-making process
 Recent years: also a much broader public
Integrated: data from several sources (internal and external)
 Easy to find & retrieve data
 Unambiguous Metadata
 Quality controlled
 Consistent and easy to use format
providing access to these data in a way as optimal as possible
Datawarehouse
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Why? DWH vs. several operational systems:
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easier to find / retrieve data
easier to interprete data in a correct way
operational system: dirty data / incorrect values
DWH: historical data
Consistent reporting and analysis
Business analysts can make their reports and analyses on
their own instead of relying on the ICT dept
Reporting and analysis on operational systems:
performance issues !
One version of the truth !
Datamarts
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What? Database:
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Fed with (part of the) data from the central DWH
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Limited scope, limited detail, limited history, …
Directed towards specific use
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e.g.: applications, reporting, OLAP
DWH and datamart modelling
DWH and datamart modelling
ETL
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Consists of following processes
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Extracting data from their sources
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Controlling data for quality
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Detecting irregularities
Possibly cleansing up data
Transform data and integrate data from different sources
Loading data into the Datawarehouse
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Pitfalls: Different kind of sources, platforms, not well documented
Possibly aggregating data to a higher level of detail
Taking into account “history”
Frequency
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Batchproces: few times per day -> daily -> weekly ->
monthly -> quarterly -> …
ODS
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Purpose = making data from source systems available
for BI with the least possible delay:
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Within seconds are many times a day
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Very few processing
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Very detailed data => no aggregation
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Often same datamodel as the source system
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No or few history
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Use:
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Relieve source system of large user queries
Integration of data of different source systems, with few latency
E.g. in call centers, resolving claims, online investigations, …
EAI/EII
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Purpose:
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data exchange between systems
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Via “broker” architecture, not peer to peer
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EAI = Enterprise Application Integration
= linking between applications without linking to underlying
databases
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EII = Enterprise Information Integration
= linking with underlying databases
KBC Commercial DWH topology
Metadata
Sources
Exploitation
Payments
MIRABO
datamart
Credits
Savings &
investments
Insurances
ETL
Commercial
Data
Warehouse
(C-DWH)
ETL
CIS
Datamart
Q&R
datamart
Reporting
Client
Information
System
Query and
Reporting
…
…
Infrastructure
(persons,
currencies, …)
Domani
datamart
Datamining
What are the different tools ?
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The Glue : metadata
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Instruments for collecting data
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Instruments for analyses
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Instruments for application
BI-cycle : instruments for analyses
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Reporting: WHAT is…
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Olap (On Line Analytical Processing): WHY is…
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Visualisation: HOW is…
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Data Mining /Textmining: WHERE is…
BI-instruments for analyses:
Reporting
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Most common and relatively seen the easiest way of analysing
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Tabular / graphic represention of information
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Mostly used to give historical or actual overviews
On strategic, tactical and operational level as well
 Static = historical state
 daily, monthly, yearly
or
 Dynamic/ad-hoc = actual state
 “on the fly”
BI-instruments for analysis:
Static Reporting
BI-instruments for analysis:
dynamic reporting
50
BI-instruments for analysis
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Reporting: WHAT is…
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Olap (On Line Analytical Processing) : Where is …
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Data Mining / Textmining : Why is …
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Visualisation : How is …
BI-instruments for analysis: OLAP
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More interactive exploration of the information
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Multi-dimensional (“cube”)
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Different dimensions : points of view dynamically choosen
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Different levels of detail
Specific techniques
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Slicing and dicing:
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Look at the data repeatedly from other extra dimensions
Drilling: navigating thru the hierarchy of a dimension

Drill up: higher level
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Drill down: lower level
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Drill thru: directly to the most detailled level
BI-instruments for analysis:
OLAP - example Rendoscopie
53
BI-instruments for analysis
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Reporting : What is …
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Olap (On Line Analytical Processing) : Where is …
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Visualisation : How …
Data Mining / Textmining : Why is …
BI-instruments for analysis: visualisation
 Graphical : 2D/3D graphics & diagrams
 Geographic : GIS
 Metaforic
 Patern & cluster
 Virtual reality: simple form is cockpits or dashboards
BI-instruments for analysis
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Reporting : What is …

Olap (On Line Analytical Processing) : Where is …

Visualisation : How is …

Data Mining / Textmining : Why is …
BI-instruments for analysis: data
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Context of mining:
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digging for hidden “treasures”, digging for patterns and relations in mass
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in unstructured environments
data
Olap & visualisation techniques :
Handy for analist to find - manually / on sight –

mining

interesting patterns & relations or

check hypothesis
But Data Mining brings indepht solution
Let the system search data-mountains for unkown patterns &
relations that might be of potential high-value (gold nuggets)
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when large data quantities are in scope and

many factors can play a role
BI-instruments for analysis:
data mining @ KBC
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Marketing department:
discover relevant client-segments to prospect

Audit department:
discover rics of fraude in the (enormous) amount of money transactions
BI-instruments for analysis: text
mining
Analogue to datamining …
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
Text mining is issued
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to extract/summarize possible relevant information

out of large quantity of
unstructured – textual information sources
Not so many implementations yet but …
will become more and more important &
part of strategic search engines like google, microsoft search,
…

Look out for image mining…
What are the different tools ?

The Glue : metadata

Instruments for collecting data

Instruments for analyses

Instruments for application
BI-instruments for application

Portals: one central point of entry for knowledge

Cockpits & dashboards:

visual instruments for metrics and indicators
BI-instruments for application
 Alerts :
Deliver signals in case of urgency or calamity
Closed loop and write back
 Applying results of BI directly in company
processes and applications
 When fast reaction is needed on information that
BI delivers without human interaction (e.g. stock
market)
 Groupware/collaborations: sharing knowledge,
working together
BI tools @KBC
Gartner Magic Quadrant for BI Platforms, 1Q06
exist at Group KBC
SAS V9 BI platform / Business Object
Gartner Magic Quadrant for BI
Platforms, 1Q07: the HOT Bi-market
BI-Tools Functional Area Definitions
@KBC
MOLAP
ROLAP
 Database: MDDB
(physical cubes)
 Based on facts,
dimensions, hierarchies,
and aggregates
 Designed for structured
Analysis
 Best performance: 1 to 5”
response times (Matrix
based technology)
 Higher cost vs ROLAP
(cube development)
 Authors: Power Users
 Users: Analysts
 E.g.: BO OLAP
Intelligence, TM1, ...
 Database: RDBMS
(star-schema ERD)
 Based on facts,
dimensions & hierarchies
 Designed for structured
Analysis
 Good performance (SQL
based, slower vs MOLAP)
 Lower cost vs MOLAP,
higher cost vs Q&R
 Authors: Power Users
 Users: All
 E.g.: BO Desktop
Intelligence, ...
ALERTS
DASHBRD & SCORECRD
PIXEL-PERFECT REPT.
• Generates Alerts,
notifications, messages,...
• Mobile destinations
• Based on tresholds and
polling of database
• Portal based
• Authors: Power Users
• Users: All
• E.g.: BO Broadcast Agent
• Key Performance
Indicators, represented as
gauges, traffic lights, ...
• Balanced Scorecards
• Performance Management
• Portal based
• Authors: ICT, PowerUsrs
• Users: Management
• E.g.: BO Dashboard
Manager
• Database: usually
RDBMS (all ERD)
• Normal performance
(slow vs ROLAP,
very slow vs MOLAP)
• ‘Report Designer’ as
development tool
• Flexible programming
• Higher cost vs ROLAP
(ICT Dev.)
• Authors: ICT, Power-EUC
• Users: All, Production
 E.g.: BO Crystal Reports,
Actuate, ...
QUERY & REPT
DATA MINING
• Database: RDBMS
• No specific RDBMS or
(all ERD)
MDDB (flatfile based)
• Normal performance
• (Very) detailed dataset
(slow vs ROLAP,
• Designed for unstructured
very slow vs MOLAP)
analysis
• Lowest cost vs MOLAP & • Specific technologies:
ROLAP
fuzzy logic, neural
• ‘Report Painter’, no
networks, ...
procedural progr.
• Authors: Analysts
• Authors: EUC-Bus
• Users: Analysts
• Users: All
• E.g.: SAS Enterprise
• E.g.: DB2-QMF
Miner, Angoss, SPSS, ...
ANAL. & STATISTICS
• Specific ICT-based
program development.
• Using Statistical and
Analytical libraries.
• To build dedicated
analytical applications
• E.g.: BO Performance
Manager
ETL*
• Specific data extraction
and transformation tools
• Type-1: Cobol generator
based
• Type-2: Engine (data
pump) based
• GUI, no coding
• Developers: ICT
• E.g.: PowerCenter,
MetaSuite, ...
PORTAL*
• Browser based
information publishing
point.
• Internet
• Intranet
• Extranet
• ‘My Portal’, to personalize
layout and contents.
• Development: ICT
• Users: All
• E.g.: BO InfoView,
SIMUL. BUDG.& PLANNING *
• Database: MDDB
(physical cubes)
• Facts, Dimensions,
Hierarchies, Aggregates
• Matrix based (fast!)
• Allocations
• Write-Back
• Authors: Bus.Users (Fin,
Sales, ...)
• Users: Planners
• E.g.: SAS Fin.Mgmt
Studio, Cognos Enterprise
Planning, ...
APPL. DEV *
• Classic, ICT based
reporting application (in
case of BISS)
• Based on programming
languages (Cobol, C++,
Java, VB, ...)
• Not specific for reporting
• Development: ICT
• Users: All, Production
• E.g. Base SAS, .Net, ...
BI tools @ KBCBelgium – currently
SAP- BW/Bex
• Strategic study for tool-positioning on a global
KBC level in 2006 has reevaluated all current tools
in order to limit number of tools, to decrease license
and support cost
About SAS
About SAS
SAS@KBC

KBC Bank & Insurance uses already SAS® for
more then 20 years
SAS® is used in KBC Bank & Insurance on several
platforms:

Site license
Z/OS and (VM)
3 Unix servers
2 Win2003 servers
SAS full client PC
1000+ licenses
Or
SAS browser applications
Business Representation of
Information
Query panel
Business
representation
End users

Easy to use

Single interface for query, reporting, and analysis

“Semantic layer” maps database to business terms

Maps tables and columns to “classes” and “objects”

Drag and drop report creation

Powerful

Powerful one-click functions (pivot, variance, ranking, alerts)

Multiple data sources (DW, ERP, OLAP, Excel, internet…)

Highly customizable through open object model

Deployable

Zero admin (self-install & update, no client middleware)

C/S or 3-tier web mode with component-based architecture
Corporate databases
Easy Access to New
Information
Section breaks
Available
Information
Conditions



Industry’s easiest query interface
Works against business representation of data
All query components available in one window
Chosen format
BusinessObjects Designer
Graphical, easy creation of the semantic layer

Fast universe creation


In a few mouse clicks
Leverage existing
metadata
Dynamic access to
Informatica, Ardent,
and others
 Universe linking


Exploit DW power

Aggregate awareness

What is BI ?

What are the different tools ?

An example of BI in the practice

How BI is organised in KBC ?
An example of BI in the practice
Customer Relationship Management

What is CRM ?

CRM @ KBC

Technology

Future
What is CRM @ kbc.be ?

Gartner
CRM is a business strategy whose outcomes optimize profitability, revenue and
customer satisfaction (the why) by organizing around customer segments, fostering
customer-satisfying behaviours and implementing customer-centric processes (the how).
CRM technologies should enable greater customer insight, increased customer access,
more effective customer interactions, and integration throughout all customer channels
and back-office enterprise functions.

KBC
The endeavour to gain loyal and satisfied customers,
by means of a multi-channel approach and
customer-oriented relationship management.


Method / technique
to improving client relationship
How ?



collect info about clients
bring info together
use this info to take make the right decisions
Realising CRM @ kbc.be

The current commercial support architecture
Customer
ATM
Online
Telecenter
Branches
Direct communication
Contact Management
ATM
Applic.
Online
Applic.
TeleCenter
Applic.
Operational
Branch
Applications
Informational
Branch
Applications
Commercial Support
Operational
Databases
Operational
Infrastructure
Reports
Datamining
Business Enterprise
Objects
Miner
Application Mirabo
Datamarts Datamart
Outflow
E-Mail Central Commercial Support
Domani
Comfort Contact Mailing Product
Datamart Datamart DB
table Holding
commercial-DWH (month)
c-DWH (day)
CRM @ KBC
DWH (+datamarts)

MiRaBo

Management reports (monthly/daily) about








Number of clients (age groups/ segmentations / families, …)
Number of clients with kind of product
Product reports :
Savings and Investment / Payments / Credits / Insurance / …
Reports for branches,
but also for higher levels (regional/provinces/…)
Compare figures with average branches
Not on paper / Electronic distribution ->> PDF
Splitting : Each branch only his part
Not push but pull
CRM @ KBC
DWH (+datamarts)

Figures

Branches dashboard.


Figure view


Who is my branches doing ?
Figures about clients/families
costs/profit
Relationship meeting guideline (RGL)

Gather/print all info of a client
to prepare a meeting with the client.
CRM @ KBC
DWH (+datamarts)

Query & Reporting

KBC-made Query & Reporting-tool
Easy tool
Prepared query’s and reports
Tuning -> parameters
Branches locale actions
Make selections on branches clients

Action(s) with result or send result to headquarter for action(s)

Action : make mail / make letter / make Todo / …





CRM @ KBC
DWH (+datamarts)

Eventbased



Events happens
Trigger action (Todo branch, letter client / …)
Example :



high amounts
turning 18
making a simulation on the site
CRM @ KBC
DWH (+datamarts)

Marketing division

Data mining





Analyze info for efficient campaigns


Analytic process to explore data
Search consistent patterns / systematic relationships between info
Applying the detected patterns on new data
Ultimate goal -> prediction
Who to notify about : new product / an opportunity / an action / …
Ad-hoc querying

Make all kind of figures for management
CRM @ KBC
Contact-DataBase

Keep info about every contact a client makes with KBC








Online banking
Visits a branch
Telecenter
Website banner/simulation tool
Banking automates
Sended letters from KBC
…
Why ?


Find preferred channel to contact client quickly
Try to avoid over contacting
Future

Last evolution @ KBC


Event based marketing with tool Affinium (UNICA)
monthly  daily

CRM Never ending story

Stay ahead on your concurrent

What is BI ?

What are the different tools ?

An example of BI in the practice

How BI is organised in KBC ?
How BI is organised in KBC ?

(ICT) Projects – Maintenance

End user computing

Competence Center BI

To be : Global Service Center BI

Involved ICT roles
ICT Project & Maintenance
Business
Pré-study
idea
Business
Case
Governance
Project
Maintenance
Quarterly cycle –
company oriented
Project status
meeting
Maintenance
steering meeting
Same method for BI projects as other ICT
questions
ICT Project & Maintenance (2)

Specific pitfalls for BI projects :






Underestimation of the ETL workload (cost/time)
Unsatisfaction of data quality
Business change not threated (change way of working /
big brother feeling / doubt their intuition)
Loose focus on real neads / insufficient business
involment
Get stuck in the complexity of different tools and systems
Answers :



Our project approach (prestudy – costcalculating in front
– steering committees – project leader business…)
Deep analysis of source data / provide limited resources
for hidden problems
Involve business – think big but implement step wise
End user computing @KBC

BI must be situated near a business entity to be high
performant

KBC allows business entities to develop applications
for those functions which do not interfere with
productions processes

KBC ICT supports the end-user computing by a
Competency Center (it’s one of his basic services)

Specific organisation is set up -> End user coördinator
meetings (EUCCOM)

Use of limited tools : SAS, Business Objects, SAP BW,
Access

EUC policy specifies rights and obligations of EUC
End User Computing (2)

Organisation is set up
ICT
Competence
Center(s)
Business
Meetings
• EUCCOM
• KBC User Groups
EUCCOM: EUC COordinator Meeting
EUCcells
End users
Support
• 22 defined EUC-cells
• An EUC-cell is
represented by a EUCcoordinator
Competency Center BI

Mission statement of the Competence Center
Business Intelligence (CCBI)

Competence Center for all the BI-tools




Product Responsibility inside KBC
Responsible for the BI-environment Product support and
Consultancy to the users (=developers) of the BI-tools
Point of contact inside ICT for the EUC-community
Development center for all BI questions (ICT and EUC)
Competency Center BI
Comptency Center
Business Intelligence
1 FTE
Intake BI questions
1 FTE
Infrastructure team
6 FTE
Support EUC Desk
3 FTE
Development &
Maintenance 1
SAS
7 FTE
Development &
Maintenance 2
BO, SAPBW, Access
10 FTE
To be : Global Service Center BI
Delivery of BI solutions
Overall framework
ODS/DWH/
DATAMARTS
ETL
REPORTING
& ANALYSIS
reports
cockpits &
dashboards
olap
mainframe
datamining
Metasuite
open systems
Powercenter
...
Legend:
global service
local service & delivery
DB2
Oracle
...
QMF, SAS,
BO, SAP/BW,
...
proposed service clustering
possible local servicing
Involved roles in ICT

BI domain offers opportunities for a broad variety of
profiles





Project Leaders
Analists
Designers / developpers
Maintenance engineers
System engineers
Hype or reality@KBC ?
Is recognized as necessary, but still a long way
to go to enter the obvious phase where
almost every employee uses BI daily
Agenda
Introduction KBC Group ICT
Business Intelligence @KBC : hype
or reality
Questions & Answers
Questions & Answer
KBC werft 150 ICT-ers aan in 2007
Zin om te groeien ?
Solliciteren kan via mail met CV naar [email protected] of via www.kbc.be/jobs
Wat bieden we?





Een ruim opleidingsaanbod en doorgroeimogelijkheden in ICT en business
Ruimte voor specialisten en generalisten
Een professionele ICT-omgeving met een ruime waaier aan technologieën,
processen en business projecten
Lokale en internationale mogelijkheden
Een competitieve verloning met extralegale voordelen