Bart De Feyter, projectleider ICT

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Business Intelligence _at_KBC hype or reality

• Bart De Feyter, projectleider ICT
• bart.defeyter_at_KBC.be

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Agenda

• Introduction KBC Group ICT

Business Intelligence_at_KBC hype or reality
Questions Answers
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Agenda

• Introduction KBC Group ICT

Business Intelligence_at_KBC hype or reality
Questions Answers
4
KBC Bank Insurance Group

• 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
• Market share in Belgium
• Banking 20-25
• Insurance 9 (non-life) 22 (life)
• Head office in Brussels
• 50.000 employees
• 13.000.000 clients

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Organizational structure
KBC Group
Secretariat of the Board of directors the
executive Committee
Group Secretary
A. Bergen
Group HR
COOKBCGroup
CFROKBCGroup
EuropeanPrivate Banking
Merchant Banking
Belgium
Central Europe
Group Strategy
F. Florquin
J. Vanhevel
E. Verwilghen
G. Segers
C. Defrancq
H.Agneessens
Group Communication
GroupAudit
GroupCompliance
a multinational group structure
CentralInvestment
DistributionLeadershipCentre
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Market capital Ranking in Euroland
31-01-06
Dec 2004
Jan 2006
Dec 2002
1 BNP Paribas (35 bn) 1 BSCH (57 bn) 1 BSCH (74 bn)
2 BSCH (31 bn) 2 BNP Paribas (48 bn) 2 BNP Paribas (63 bn)
3 BBVA (29 bn) 3 BBVA (42 bn) 3 Unicredito (62 bn)
4 Deutsche Bank (26 bn) 4 Deutsche Bank (35 bn) 4 BBVA (57 bn)
5 ABN AMRO (25 bn) 5 Crédit Agricole (35 bn) 5 Deutsche Bank (50 bn)
6 Société Générale (24 bn) 6 Société Gén. (34 bn) 6 Société Générale (48 bn)
7 Unicredito (22 bn) 7 ABN AMRO (32 bn) 7 Crédit Agricole (44 bn)
8 Fortis (22 bn) 8 Unicredit (27 bn) 8 ABN AMRO (44 bn)
9 Crédit Agricole (14 bn) 9 Fortis (26 bn) 9 Fortis (38 bn)
10 Dexia (14 bn) 10 Intesa BCI (21 bn) 10 Intesa BCI (33 bn)
11 Intesa BCI (12 bn) 11 Dexia (18 bn) 11 KBC (31 bn)
12 Allied Irish Banks (12 bn) 12 KBC (18 bn) 12 San Paolo IMI (26 bn)
13 Bank of Ireland (10 bn) 13 San Paolo IMI (15 bn) 13 Dexia (23 bn)
14 KBC (9 bn) 14 Allied Irish Banks (12 bn) 14 HVB (19 bn)
15 SanPaolo IMI (9 bn) 15 HVB (12 bn) 15 Commerzbank (19 bn)
16 Banco Popular (8 bn) 16 Bank of Ireland (11 bn) 16 Allied Irish Banks (16 bn)
17 HVB (7 bn) 17 Bco Popular (10 bn) 17 Erste Bank (14 bn)
18 Mediobanca (6 bn) 18 Commerzbank (9 bn) 18 Capitalia (14 bn)
19 Bca MPS (6 bn) 19 BA-CA (9 bn) 19 Bank of Ireland (13 bn)
20 Bco Popular (5 bn) 20 Mediobanca (9 bn) 20 Nat. Bank of Greece (13 bn)
DJ EuroStoxx Banks constituent
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Unique Multi-Channel Distribution Platform in
Belgium
KBC Group
Leasing/Factoring
Traditional Retail/SMEBanking
MerchantBanking
CapitalMarkets / Trading
Asset Mgt. / PrivateBanking
Insurance/ Re-insurance
Stock Brokerage
Products
892 retailbranches
29 corporatebranches
25 privatebankingbranches
584 tied insuranceagents
723 Centea bank agents
Distribution
Internet / electronicchannels
2.700.000 retail clients 13500 corporate
clients 800 multinationals 19000 private banking
clients
Clients
dd.31-12-2005
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Geographical presence in Europe
Top-3-player in BelgiumRetail bancassurancePriva
te bankingCorporate banking
Top-3 bank/insurance player in CEE-5Czech
RepublicHungarySlovakiaPolandSlovenia
European private banking network gt100 locations
across 9 other countriesFrance and
MonacoGermanyItaly (sold to BANIF)LuxembourgNe
therlandsSwitzerlandUK
Selective corporate banking network selective
presence in 6 countries outside Belgium and
CEEFranceGermanyIrelandNetherlandsUK
looking for more investments in Central and
Eastern Europe
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KBC Group's current presence in Central Europe
Poland (banking) Ranking 9th Market share
4 Clients 0.9 m. Branches 333
Poland (non-life/life insur.) Ranking 2nd /
8th Market share 11 / 2 Clients (est.)
1.8 m.
Czech Republic (banking) Ranking 2nd
Market share 21 Clients 3.0 m. Branches
218 ( 3400 points of sale-PO)
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.
Slovakia (banking) Ranking 4th Market share
7 Clients 0.2 m. Branches 99
Hungary (non-life/life insur.) Ranking 6th /
6th Market share 4 / 4 Clients 0.4 m.
Hungary (banking) Ranking 2nd Market share
11 Clients 0.8 m. Branches 158
Slovenia(non-life/life insur.) Ranking - /
4th Market share - / 8 Clients 0.1m
Slovenia (banking) Ranking 1st Market share
42 Clients 2.0 m. Branches 395
Market share is average of share in customer
credits and in customer deposits
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KBC outside Europe
Tehran
NanjingShanghai Taipei Kaohsiung Taichung Hong
Kong Shenzhen Labuan Kuala Lumpur Singapore
New York Los Angeles Atlanta
Mumbai
Chennai
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KBC Group ICT
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ICT in a bank boring or not?
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Group ICT

• Employees
• Belgium 1.820 KBC 500 external consultants
• Central Europe 1.300 KBC
• India 250 Valuesource (100 daughter of KBC)
• Services
• Delivering end-to-end ICT solutions (software,
  hardware, service)
• Maintenance of ICT solutions
• Hosting services
• Network infrastructure management
• Clients
• KBC Group Belgium
• KBC Group international
• Other corporate clients in the Benelux (Orbay,
  IFB, )
• Turnover 650 mn

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Our ICT organisation

• Client focused
• Strong governance business-ICT alignment
• Best-in-class ICT services
• Organisation
• Process driven
• Matrix organisation project approach
• Fast growing international project portfolio
• Technology architecture
• Fast follower in new technologies
• High availability
• Architecture driven
• Integrator of components
• Multi-sourcing
• 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

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A multi-channel distribution platform requires
Head office
Clients
Distribution Channels
Product factories
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a 3-tier architecture
? Mainframe Bank ?
Mainframe Insurance ?
Mainframe FinForce ? Kennisbank
Tier 1
Tier 2
Tier 3
IntegrationSteering
Presentation
Business Logic Data
(frontend)
(midtier)
(backend)
Data transport
Belgacom
Telindus
Browser in
Branches online (PC)
Server park (Unix)
Central Servers (mainframe, Unix)
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ICT infrastructure (Belgium only)
1000 network printers multifunctionals
KBC Datacenter is one of the largest in Belgium
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Our ICT organisation
Datacenter
Applications Development
Work preparation
Work preparation
Projects
Projects
Service
Service
Support for ICT processes tools
Support HRM, Finance, Procurement, Security,
Communication
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Functions in ICT Belgium (numbers)
Datacenter
Applications Development
Business analyst (65)
Work preparation
Work preparation
Technology Analyst (15) System Analyst (15)
Program manager (35) Project Leader (100) Analyst
(300) Technical Designer (210) Programmer (250)
Projects
Projects
Project Leader (20)
Team Leader (40) Service Delivery Owners
(11) System Engineer (280) Operational System
Engineer (200) Operator (150)
Service
Service
Team Leader (40) Application Engineer
(300) Programmer (250)
Architect (12) Support data process modelling
(50) Support methods (40) Support tools (50)
Support for ICT processes tools
HRM Resource Manager (12) Trainer Knowledge
Manager (15) Financial Analyst (12) Procurement
(10) Information risk Security (10)
Support HRM, Finance, Procurement, Security,
Communication
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The ICT offices
Antwerpen
Brugge
Gent
Hasselt
Mechelen
Roeselare
Aalst
Leuven
Brussel
Head officesData centersLocal offices
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Vision on HR

• Knowledge management
• Internal external training
• e-learning
• Knowledge management communities
• Technical personal skills
• Mentors coaching
• Open university (Open Leren)

• Communication
• Intranet
• Newsletter ICT
• Newsletter KBC
• Video news KBC
• ICT Forum
• Technology Forum

Motivated people with the right skills, at the
right moment, at the right place, now and
tomorrow.

• Career development
• Performance appraisals
• Assessments
• Talent management
• Function descriptions
• Career paths
• Career coaching by resource manager

• Staffing
• Internal vacancies published
• Central staffing of all projects by resource
  managers
• Active rotation of people

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Agenda

• Introduction KBC Group ICT

Business Intelligence_at_KBC hype or reality
Questions Answers
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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 ?
• What are the different tools ?
• An example of BI in the practice
• How BI is organised in KBC ?

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• What is BI ?
• What are the different tools ?
• An example of BI in the practice
• How BI is organised in KBC ?

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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

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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
• Oriented each BI-investment must be related to
  1 or more company goal
• Process set of structural, continuous
  activities
• Services systems people
• Collect data information
• Analyse interpretation of data, searching for
  patterns relations
• Apply distribution of information to
  decisionmakers in order to combine this new
  insights with actual knowledge for decision
  making
• Automatic apply (closed loop) automatic use of
  new information without human interaction/decision
  e.g. procescontrol

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Action
EAI/EII
Groupware/collaboration
ODS
ETL
Data/document warehouse
Enterprise Portal
Metadata
Business Intelligence
Information
Data
Metadata
Datamarts
Cockpits/ dashbords
Reporting
Data text mining
OLAP
Visualisation
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• What is BI ?
• What are the different tools ?
• An example of BI in the practice
• How BI is organised in KBC ?

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What are the different tools ?

• The Glue metadata
• Instruments for collecting data
• Instruments for analyses
• Instruments for application

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What are the different tools ?

• The Glue metadata
• Instruments for collecting data
• Instruments for analyses
• Instruments for application

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The glue - Metadata

• Data will change in information via different
  instruments and manipulations
• Metadata is a necessity in interpreting the
  data/steps and helps to use it in a correct way
• Examples
• Definitions (what is a new cliënt ?), ownership,
  origin, reliability, recency,calculation,
  confidentiality
• Entities, attributes
• Technical details fysisch datamodel, indexen,
  versioninfo
• Transformation steps, aggregations, .
• Critical successfactor in building and
  maintaining BI. Dough underestimated
  different tools introduce their own system, often
  the closing entry of (BI)projects, not efficient,
  
• CWM common warehouse model -gt come to a
  standard of exchanging metadata between different
  tool

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What are the different tools ?

• The Glue metadata
• Instruments for collecting data
• Instruments for analyses
• Instruments for application

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BI-cyclus collecting data

• Purpose Collecting data preparing them for
  further use
• Combining data, integrating data, structuring
  data, making data accessible
• Controlling / improving data quality
• The iceberg of BI
• Complexity always underestimated difficult to
  predict
• The Achilles heel of BI
• Poor quality of source data

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BI-cyclus collecting data

• Instruments
• Datawarehouse
• Datamarts
• Operational Datastore
• ETL
• EAI/EII
• Metadata
• Metaphor Corporate information factory
• 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!

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Corporate Information Factory
Metadata
Sources
Exploitation
ETL
ETL
Datamart 1
External Source
Analyzing
Data Warehouse (DWH)
Datamart2

Reporting


Datamart n
Applications
ERP Source
EAI EII
Operational Data Store (ODS)
Legacy source
OLTP source
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Datawarehouse

• What? Database (often relational),
• Subject oriented gt 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 managements 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

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Datawarehouse

• Why? DWH vs. several operational systems
• 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 !
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Datamarts

• What? Database
• Fed with (part of the) data from the central DWH
• Limited scope, limited detail, limited history,
• Directed towards specific use
• e.g. applications, reporting, OLAP

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DWH and datamart modelling
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DWH and datamart modelling
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ETL

• Consists of following processes
• Extracting data from their sources
• Pitfalls Different kind of sources, platforms,
  not well documented
• Controlling data for quality
• Detecting irregularities
• Possibly cleansing up data
• Transform data and integrate data from different
  sources
• Loading data into the Datawarehouse
• Possibly aggregating data to a higher level of
  detail
• Taking into account history
• Frequency
• Batchproces few times per day -gt daily -gt weekly
  -gt monthly -gt quarterly -gt

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ODS

• Purpose making data from source systems
  available for BI with the least possible delay
• Within seconds are many times a day
• Very few processing
• Very detailed data gt no aggregation
• Often same datamodel as the source system
• No or few history
• Use
• 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,

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EAI/EII

• Purpose
• data exchange between systems
• Via broker architecture, not peer to peer
• EAI Enterprise Application Integration
  linking between applications without linking to
  underlying databases
• EII Enterprise Information Integration
  linking with underlying databases

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KBC Commercial DWH topology
Metadata
Sources
Exploitation
Payments
MIRABO datamart
Reporting
ETL
ETL
Credits
CommercialData Warehouse (C-DWH)
Client Information System
CIS Datamart
Savings investments
QR datamart
Insurances
Query and Reporting

Domani datamart
Datamining
Infrastructure (persons, currencies, )

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What are the different tools ?

• The Glue metadata
• Instruments for collecting data
• Instruments for analyses
• Instruments for application

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BI-cycle instruments for analyses

• Reporting WHAT is
• Olap (On Line Analytical Processing) WHY is
• Visualisation HOW is
• Data Mining /Textmining WHERE is

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BI-instruments for analyses Reporting

• Most common and relatively seen the easiest way
  of analysing
• Tabular / graphic represention of information
• 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

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BI-instruments for analysis Static Reporting
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BI-instruments for analysis dynamic reporting
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BI-instruments for analysis

• Reporting WHAT is
• Olap (On Line Analytical Processing) Where is
• Data Mining / Textmining Why is
• Visualisation How is

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BI-instruments for analysis OLAP

• More interactive exploration of the information
• Multi-dimensional (cube)
• Different dimensions points of view dynamically
  choosen
• Different levels of detail
• Specific techniques
• Slicing and dicing
• Look at the data repeatedly from other extra
  dimensions
• Drilling navigating thru the hierarchy of a
  dimension
• Drill up higher level
• Drill down lower level
• Drill thru directly to the most detailled level

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BI-instruments for analysis OLAP - example
Rendoscopie
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BI-instruments for analysis

• Reporting What is
• Olap (On Line Analytical Processing) Where is
• Visualisation How
• Data Mining / Textmining Why is

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BI-instruments for analysis visualisation

• Graphical 2D/3D graphics diagrams
• Geographic GIS
• Metaforic
• Patern cluster
• Virtual reality simple form is cockpits or
  dashboards

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BI-instruments for analysis

• Reporting What is
• Olap (On Line Analytical Processing) Where is
• Visualisation How is
• Data Mining / Textmining Why is

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BI-instruments for analysis data mining

• Context of mining
• digging for hidden treasures, digging for
  patterns and relations in mass data
• in unstructured environments
• Olap visualisation techniques
• Handy for analist to find - manually / on sight
• 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)
• when large data quantities are in scope and
• many factors can play a role

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BI-instruments for analysis data mining _at_ KBC

• Marketing department
• discover relevant client-segments to prospect
• Audit department
• discover rics of fraude in the (enormous) amount
  of money transactions

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BI-instruments for analysis text mining

• Analogue to datamining
• Text mining is issued
• to extract/summarize possible relevant
  information
• out of large quantity ofunstructured 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

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What are the different tools ?

• The Glue metadata
• Instruments for collecting data
• Instruments for analyses
• Instruments for application

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BI-instruments for application

• Portals one central point of entry for knowledge
• Cockpits dashboards
• visual instruments for metrics and indicators

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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

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BI tools _at_KBCGartner Magic Quadrant for BI
Platforms, 1Q06
SAS V9 BI platform / Business Object
64
Gartner Magic Quadrant for BI Platforms, 1Q07
the HOT Bi-market
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BI-Tools Functional Area Definitions _at_KBC
ROLAP
MOLAP
DATA MINING
SIMUL. BUDG. PLANNING
QUERY REPT
ETL

• 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 QR
• Authors Power Users
• Users All
• E.g. BO Desktop Intelligence, ...

• 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, ...

• No specific RDBMS or MDDB (flatfile based)
• (Very) detailed dataset
• Designed for unstructured analysis
• Specific technologies fuzzy logic, neural
  networks, ...
• Authors Analysts
• Users Analysts
• E.g. SAS Enterprise Miner, Angoss, SPSS, ...

• 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, ...

• 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, ...

• Database RDBMS (all ERD)
• Normal performance (slow vs ROLAP, very slow vs
  MOLAP)
• Lowest cost vs MOLAP ROLAP
• Report Painter, no procedural progr.
• Authors EUC-Bus
• Users All
• E.g. DB2-QMF

DASHBRD SCORECRD
ANAL. STATISTICS
ALERTS
APPL. DEV
PIXEL-PERFECT REPT.
PORTAL

• 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, ...

• 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, ...

• Specific ICT-based program development.
• Using Statistical and Analytical libraries.
• To build dedicated analytical applications
• E.g. BO Performance Manager

• 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

• Browser based information publishing point.
• Internet
• Intranet
• Extranet
• My Portal, to personalize layout and contents.
• Development ICT
• Users All
• E.g. BO InfoView,

66
BI tools _at_ 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

67
About SAS
68
About SAS
69
SAS_at_KBC

• KBC Bank Insurance uses already SAS for more
  then 20 years

70
Business Representation of Information
Query panel

• 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

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Easy Access to New Information

• Industrys easiest query interface
• Works against business representation of data
• All query components available in one window

72
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

73

• What is BI ?
• What are the different tools ?
• An example of BI in the practice
• How BI is organised in KBC ?

74
An example of BI in the practice

• What is CRM ?
• CRM _at_ KBC
• Technology
• Future

Customer Relationship Management
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What is CRM _at_ 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 / techniqueto improving client
  relationship
• How ?
• collect info about clients
• bring info together
• use this info to take make the right decisions

76
Realising CRM _at_ kbc.be

• The current commercial support architecture

Customer
ATM
Online
Telecenter
Branches
Direct communication
Contact Management
Data- mining
Operational Branch Applications
Informational Branch Applications
Reports
Online Applic.
ATM Applic.
Tele- Center Applic.
Outflow E-Mail -
Commercial Support
Business Objects
Enterprise Miner
Central Commercial Support
Product Holding
Operational Databases
Contact DB
Application Datamarts
Mirabo Datamart
Comfort Datamart
Mailing table
Domani Datamart
c-DWH (day)
Operational Infrastructure
commercial-DWH (month)
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CRM _at_ 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 -gtgt PDF
• Splitting Each branch only his part
• Not push but pull

78
CRM _at_ KBC

• DWH (datamarts)
• Figures
• Branches dashboard.
• Who is my branches doing ?
• Figure view
• Figures about clients/familiescosts/profit
• Relationship meeting guideline (RGL)
• Gather/print all info of a client to prepare a
  meeting with the client.

79
CRM _at_ KBC

• DWH (datamarts)
• Query Reporting
• KBC-made Query Reporting-tool
• Easy tool
• Prepared querys and reports
• Tuning -gt 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 /

80
CRM _at_ KBC

• DWH (datamarts)
• Eventbased
• Events happens
• Trigger action (Todo branch, letter client / )
• Example
• high amounts
• turning 18
• making a simulation on the site

81
CRM _at_ KBC

• DWH (datamarts)
• Marketing division
• Data mining
• Analytic process to explore data
• Search consistent patterns / systematic
  relationships between info
• Applying the detected patterns on new data
• Ultimate goal -gt prediction
• Analyze info for efficient campaigns
• Who to notify about new product / an
  opportunity / an action /
• Ad-hoc querying
• Make all kind of figures for management

82
CRM _at_ 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

83
Future

• Last evolution _at_ KBC
• Event based marketing with tool Affinium (UNICA)
• monthly ? daily
• CRM Never ending story
• Stay ahead on your concurrent

84

• What is BI ?
• What are the different tools ?
• An example of BI in the practice
• How BI is organised in KBC ?

85
How BI is organised in KBC ?

• (ICT) Projects Maintenance
• End user computing
• Competence Center BI
• To be Global Service Center BI
• Involved ICT roles

86
ICT Project Maintenance
Governance
Businessidea
Pré-study
Quarterly cycle company oriented
Business Case
Project
Project status meeting
Maintenance
Maintenance steering meeting
Same method for BI projects as other ICT questions
87
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

88
End user computing _at_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 (its one of his basic
  services)
• Specific organisation is set up -gt End user
  coördinator meetings (EUCCOM)
• Use of limited tools SAS, Business Objects, SAP
  BW, Access
• EUC policy specifies rights and obligations of EUC

89
End User Computing (2)

• Organisation is set up

Meetings
Support

• 22 defined EUC-cells
• An EUC-cell is represented by a EUC-coordinator

90
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)

91
Competency Center BI
92
To be Global Service Center BI
Delivery of BI solutions
Overall framework
ODS/DWH/ DATAMARTS DB2 Oracle ...
REPORTING ANALYSIS QMF, SAS, BO,
SAP/BW, ...
ETL Metasuite Powercenter ...
reports
cockpits dashboards
olap
mainframe
datamining
open systems
proposed service clustering
global service
Legend
local service delivery
possible local servicing
93
Involved roles in ICT

• BI domain offers opportunities for a broad
  variety of profiles
• Project Leaders
• Analists
• Designers / developpers
• Maintenance engineers
• System engineers

94
Hype or reality_at_KBC ?
Is recognized as necessary, but still a long way
to go to enter the obvious phase where almost
every employee uses BI daily
95
Agenda

• Introduction KBC Group ICT

Business Intelligence _at_KBC hype or reality
Questions Answers
96
Questions Answer
97
KBC werft 150 ICT-ers aan in 2007
Zin om te groeien ?
Solliciteren kan via mail met CV naar
ictjobs_at_kbc.be of via www.kbc.be/jobs

• Wat bieden we?
• Een ruim opleidingsaanbod en doorgroeimogelijkhede
  n 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