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Oracle Business Intelligence Strengthens CRM with "Pervasive Business Intelligence"
Oracle Business Intelligence Suite Enterprise Edition, released earlier this year, was designed to meet the evolving intelligence needs of companies by providing advanced functionality, including an interactive dashboard, sophisticated reporting and alerting features, and more-robust administration and analytic server enhancements. Coupled with Oracle's CRM applications, it becomes a powerful solution that gives companies even greater customer insights, says Paul Rodwick, Oracle's vice president of product marketing.
"Oracle is also the world leader in CRM applications," Rodwick adds. "It's recommended that companies implement CRM and business intelligence (BI) solutions at the same time, although there are companies that start with CRM and implement the BI suite afterward to deliver customer insights, for instance, to their sales agents."
Pervasive Business Intelligence
Business intelligence affects every employee across the enterprise, an idea Rodwick calls "pervasive BI." "This means business intelligence can and should be used by every person in every role in every department, and it is intrinsically linked to all business processes," says Rodwick. "For instance, a call center agent can be informed by BI right on the screen to understand customer value, attrition, and opportunities to cross- and up-sell."
According to Rodwick, leveraging BI helps companies take advantage of cataloged information, ranging from data about its customers and suppliers to data about its own employees, to create competitive advantage in the market. To make this information easy to process and use, Oracle Business Intelligence Suite Enterprise Edition provides access to data that's packaged in intuitive dashboards and alert information offered in popular formats, such as e-mail and cell phone pages.
Oracle Business Intelligence Suite also provides a thin client interface to ensure that users can access BI from any standard Web browser. In addition, it offers a powerful enterprise information model that spans all data sources, allowing users to easily create reports from disparate data sources. Oracle Business Intelligence server's analytic calculation functions facilitate high-performance reporting against company data, no matter where it's located.
"Oracle Business Intelligence Suite Enterprise Edition goes beyond reporting. It provides knowledge workers with e-mail alerts that direct them in context back to a rich interactive dashboard where they can understand a potential problem, do further analysis, and take the best action right now," says Rodwick.
Instant Value—Right Out of the Box
According to Rodwick, another advantage of Oracle Business Intelligence Suite Enterprise Edition is its prebuilt analytic applications that deliver immediate value out of the box and that are preintegrated with Oracle E-Business Suite, PeopleSoft, Siebel, and SAP applications. "Oracle Business Intelligence Suite Enterprise Edition is not restricted to use for just Oracle Database or Applications-it can be used for any IT environment," says Rodwick. "So whether it's for sales, service financials, HR, or supply chain, there are prebuilt analytic applications that leverage the technology of Oracle Business Intelligence Suite Enterprise Edition and offer rapid time to value at a much better total cost of ownership."
Oracle Business Intelligence Suite Enterprise Edition is based on open standards, allowing real-time messaging systems to communicate with it, which makes it easier for alerts and reports to be distributed to key stakeholders. The product supports RSS readers as well as SAP B/W and Microsoft Analysis Services 2005, extending reach for integrating all relevant enterprise data sources.
A major update of the Oracle Business Intelligence Suite Enterprise Edition is planned for release as part of Oracle Fusion Middleware. "This next-generation enterprise business intelligence platform is planned to deliver powerful, easy-to-use analytic reporting across a company's various data sources and IT infrastructure investments," says Rodwick.
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