Business Intelligence Forum 2010

On Wednesday May 12 celebrated the 10th Forum of Business Intelligence, which has been Dataprix Media Partner and I had the opportunity to attend.

The event was quite interesting, and it was a good opportunity to learn first-hand opinions and impressions of deployments responsible for business intelligence projects.

I find it very appropriate that most of the interventions were responsible for the area of IT or business data warehouse, as the vision and how to communicate to the person who runs a project internally is often the most realistic and that can best explain the needs, problems and what actually can be considered at the level of business success or failure of a technology project.



10º Forum de Business intelligence 2.0 


I am following the order of the agenda of the event and, for each intervention group commented that I remember, or what I signed. Also reproduce some phrases of the participants were drawing attention to me, a bit like 'Twitter'.

And speaking of Twitter, to comment that I would like better than the title of the event had been like previous editions, because although initially said anything of what could be BI 2.0, most of all that is presented and discussion was on traditional Business Intelligence.




9.30 INTERACTIVE Roundtable: Why Business Intelligence is important for businesses?

  • Business intelligence for decision making
  • What is Web 2.0?
  • Business Intelligence 2.0
  • How to unify structured and unstructured data for business intelligence?
  • Client management of large accounts

Antonio Ruiz Va

Marketing and Sales Strategy

Wholesale Marketing Ibérica


Antonio Ruiz spoke mainly about CRM, the area most related to his professional experience, and provided its business vision in mind that CRM is not new applications that are included under the acronym, is a business strategy designed to improve the Customer Relations , and carried on since long before the appearance of specific applications that serve to facilitate the implementation of this strategy.

He said also, the thread of the term 2.0 and emerging trends, the CRM is evolving into the CMR (Customer Managed Relationship), where the customer acquires a much more active role and take over the management control of the relationship.



Ángela Gasch


Head of Information Systems


Gasch Angela shared her experience in implementing business intelligence solutions in Avantis, if approached in stages, and highly personalized approach. I was surprised that said they were using Business Intelligence tools to improve IT Service Management and Customer Care Support (CAU), because from what I've seen so far the first areas in which usually focus BI deployments are Commercial The Marketing or Finance.

I suppose in this case the reason must be that the need for the lift the Systems Department, and I fit in with the thought that Angela was the fact that the project has been led by IT, and lack of user involvement business, has affected problems when users from using the solution.

2.0 With regard to factors of your project are working to collect and integrate unstructured information, converting emails to pdf format, in order to be able to process data and perform searches on them.

He commented further that, although the ideal is to have unified all corporate information in a Data Warehouse and BI tools or specific CPM attack this central repository, can also develop departmental solutions based on Excel spreadsheets, as they have In fact they need to solve planning and financial consolidation Avantis area.

Finally, one phrase: "Too much information is not power, but knowledge itself"




Javier Moure Pérez


Director of Business Innovation


Javier Moure made a very entertaining presentation of his view of Business Intelligence, and how the BI has to help his business, but so palpable for the management of the company, not promises intangibles.

I discuss some of the interesting phrases that emerged during his speech:

"Business intelligence is used to challenge the logic." In the banking sector (and elsewhere too) there are many business rules that seem unbreakable, and are highly based on previous experience. The BI allows to analyze the data, and the information obtained can be raised in a justified manner that at any given time may be more convenient to make changes that a priori do not seem advisable. Things have to be analyzed and the decision-making must rely on data.

"An Excel subjected to sufficient stress level is able to give you what you want to give you." Do not think it necessary to comment further.

"The best BI system is Google." This sentence seems too bold, Google may be the best method of searching for external information, and can make good business decisions based on data provided by the browser, but the BI tools enable a much deeper analysis, and integrated data, bound and with a high rate of reliability. I would leave Google as a complement, or as a data source over a BI system.

On needs and developments, explained that lack data quality, and with the CRM's data are collected from opportunities and relationships with customers, but at the moment of truth effectiveness is achieved in the sale to work on customer lists is quite small, and if they are not customers and the conversion rate is minimal.

In the banking sector need to strengthen and enforce the Data Mining, and generally on BI systems lack immediacy and integration of external data, provided just what the search engines.

10.15 INTERACTIVE  ROUNDTABLE: How to implement a successful Business Intelligence solution within your company? 

  • Identification of selection criteria
  • Implementation of a BI system as the tool used
  • Lifetime and BI system upgrade


Esteban Mate de Miguel


Director of Organization


Esteban's intervention Mate based on its experience in Muprespa I stay with the importance given to the Right Time BI (provide information at the right time), to involve the user in the project (which was heard more than one intervention ) and know what it is talking, and business systems have to speak the same language, and the indicators are analyzed and shown in reports must have a unique meaning at the level of business.

I was also surprised that he was very satisfied with the quality of the data from its main source of external data, which is Social Security. I was not surprised because they were such an entity, but because it is common to praise the quality of data from one source, and less if it is external.


Xavier Mulet


Director of Information Systems


Xavier Mulet provided many interesting details on the draft Corporate Data Warehouse that have been implemented in the Port Authority of Valencia, where one of his goals is "to know the current situation based on recent years to make decisions for the future."

Highlight this sentence, which defines very well the importance of information systems of the organization represented:

"Ports are a barometer of national economy"

He defended the use of Business Intelligence Data Warehouse based on a corporate, unified and consolidated data across the enterprise, with a quality assured, and avoiding small departmental projects and, above all, the use of spreadsheets as BI tools .

DWH on your system provided some data, such as working with a volume of 200 million records, and that the average response time is about 5 seconds and the maximum 300 seconds.

He said the best measure of success is based on the user to use the tools of the project, and listed a number of principles that should help achieve this success:

- Have clear goals

- Justify the project's viability

- Ensure the visible support of senior management

- Identify key users (those who are able to ask intelligent questions) and get their involvement

- Having the best product and the better team

- Follow good project management methodology

- Monitor quality

- Design a BI product that is capable of evolving



Regino Pastrana


Technology and Information Director


Regino Pastrana highlighted the importance of the project focusing more on the business in the technology, and also listed a number of points on their experience are vital to the success of a BI project:

- Having the support of senior management of the company

- Creation of a Competence Centre with participants from each business area

- Establishment of ratios of successful implementation

- Get the involvement of business users

- Knowing how to choose the right tool

Also stressed its reflection that the Business Intelligence need not rely solely on standard software. Can also develop custom BI applications, as they have done in Obralia with many applications, especially in the web environment.



Marcos Tarjuelo


Specialist Solutions for Financial Sector


Tarjuelo Marcos stressed among others the following key to the success of a BI project:

- Having the support of the Directorate General

- Achieve an understanding between the area of IT and Business Area

- Choose a tool that provides flexibility to the user

In the round of questions raised the interesting question of what would be the 'bad practices', or things that the speakers were not going to do it again. These were some of the responses:

- Do not rely on a sponsor too authoritarian. While he is present the user uses the system 'under compulsion', but runs the risk that this figure disappears from the scene, and if the user is not really convinced of the usefulness of the tool may take the opportunity to opt out and stop using it.

- Do not tell from the start of the project that the quality of the first data will not be good, the BI is inter alia to improve the quality of the data it displays information and relationships that were not before, but be prepared for accept that detect inconsistencies and inaccuracies in the data is an opportunity for improvement, not a defect in the tool or equipment that has been implemented.

- Do not choose the right tool

- No user involvement and focus more on the technological

1100 Solutions Microsoft Business Intelligence

The aim of this session is to present the strategy and solutions for Microsoft Business Intelligence. Are solutions to common business scenarios focusing on specific technologies for Microsoft SQL Server and SharePoint Server 2008 R2.


Germán Díaz


Chief Product Servers

Microsoft Ibérica

Germain Diaz presented the proposal for Microsoft in terms of BI solutions, most designed to integrate BI into the existing tools or platforms.

In the traditional setting, the basic structure consists of a Windows operating system, a SQL Server database that supports the creation of ETL and BI structures, and Sharepoint, which supports operation from a web environment.
In the Cloud version, Windows Azure is the OS, SQL Azure takes the functionality of SQL Server, and SharePoint also supports the holding from web.

Microsoft Excel is also part of the proposed BI, optionally can be utilized as a tool of exploitation or analysis and display of reports, or even as a design tool and reporting, which then allows for direct publishing in a SharePoint Portal.
1200  Microsoft Demo

Microsoft's demonstration was presented by Syntax, and showed how to use the Microsoft platform to create a BI solution

12.15 QlikView Demo

QlikView's demonstration was presented by Paul Robles, Mercanza, and was based on demonstrating the ease of use and versatility of the tool creating from scratch a very comprehensive dashboard within 15 minutes of possession.

He said the association technology allows the tool to directly use data sources without requiring intermediate processing or specific structure, and the use of memory analysis is obtained excellent performance and agility.

13.00 INTERACTIVE  ROUNDATABLE: How to become the team to optimize business intelligence tools?

  • Prior knowledge of IT Department
  • Real objectives of the company
  • Current Situation Analysis


Esteban Mate de Miguel



Director of Organization


Miguel Esteban Mate said how they are organized in Muprespa in all matters relating to BI, and also gave some hints about the technological structure of the BI system. Collect data from DB2, SQL Server, Excel spreadsheet and the data sent to them by Social Security. The ETL is performed with Informatica PowerCenter, which maintains a corporate Data Warehouse database, SQL Server, which in turn is operated primarily with SAP Business Objects and Alterian.




Josep Maria Roca i Miró 


Departament de Sistemes d'Informació


Josep Maria Roca gave his vision on how this should be the area of BI's IT department, especially emphasizing the desirability of creating an enabling Competence Centre involved in BI projects of the enterprise business users, and thus eliminate over-reliance on technological area.

On the current situation now explained that Business Intelligence is really necessary because before it was sufficient to submit progress reports for other periods, but now "the crisis requires the analysis, it costs more to sell, and we have to analyze what is left sell and why "

Highlighted as an important objective data becomes available homogeneous quality and unique meaning, and with respect to the choice of tools stated that "we must know how to choose the right tools to use and the user who needs"



Javier Hernández del Castillo 


Head of Information Systems Primary Care


Javier Hernandez also emphasized the importance of Information Quality, the Standardization of data, and also to work on a geographical and demographic data.

He stressed the importance can have the Business Intelligence in the health giving as an example recent measures and processes implemented to manage the most effective treatment of cases of influenza A in our country. In this situation, analyzed and provided information from the BI system was crucial for decision making, and case management.

 16.00 INTERACTIVE ROUNDTABLE:  What are the maturity levels of Business Intelligence?

  • Metrics to be considered for the BI maturity model
  • Alignment of organizational maturity and maturity BI
  • The use of Datawarehousing and BI



Juan Luis Reca Montero


Information Systems


Juan Luis Reca gave his views on the maturity level of Business Intelligence in financial environments. In his presentation defined what can be understood by maturity of the BI, and how can you assess the level achieved in an organization, also related to the maturity of the organization, and based on Strategic Scorecard Kaplan and Pyramid.

He also shared the results of a survey that asked managers for Success Factors BI projects, and although the most important match that had been appearing in previous interventions in the secondary factors are some new features:

Primary factors:

- Data Management

- Management of user needs

- Focusing on the urgent needs

- Strong management support

Secondary factors:

- Tools (appearance and use)

- Organizational Culture

- Data Model

- Workload associated with change

We finally emphasize a point made by Juan Luis on the evolution of marketing, which begins to focus the spotlight in the title role of the client, and points to changes in the marketing mix, where it is proposed to replace the famous 4Ps (Product, Price, Place and Promotion) by 4C's (Customer Cost (for the customer), Convenience and Community)



Jorge García Romarís


Data Warehouse Manager


Jorge Garcia in his speech made a presentation on Maturity Models for Business Intelligence, listing several existing ones, and focusing then on the CMMI (Capability Maturity Model Integration), which is to be followed and implemented successfully in Caixa Galicia, and which are currently at Level 4 maturity of up to 5 levels.

He also commented that this model applies generally in Quality Software Development, and to implement BI in the area have had to make some adjustments, like changing the perspective of a Program Project, which covers multiple projects, ongoing nature , aimed at improving business processes.

He also stressed the importance of usability, and presented the following formula or definition of 'informal' of it:

Utility + Ease of use = Usability

17.00 INTERACTIVE ROUNDTABLE: Business Intelligence Governance

  • Why IT Governance failure of BI projects
  • What are the values that bring BI Governance
  • What are the mechanisms of government
  • Where to start?

José Antonio Estebán



Director Strategic Systems


Jose Antonio Esteban introduced Codere Group's business, and how BI can help an international company with presence in both the funding and management of information as in making business decisions.

Relying on the phrase "Information is not the decision", noted that although it is very important to have information, we must go further and be able to combine information, analytical, experience and common sense to make good decisions.






Following the presentations of all participants was quite clear to me that while every business is unique, all have common needs in the Business Intelligence plays or can play an important role.

The most operational, development and operational reporting is already taken, and now the discussion focuses mostly on its analytical and predictive skills to support decision making, which makes me think that the Business Intelligence and has acquired a certain degree of maturity in the business environment, at least in the medium and large enterprises.

On success factors in implementation there is also considerable consensus, and the key factors discussed are constantly confirm the same to be found in several studies on the implementation of business intelligence projects.

Highlight the three factors that gave me the impression that they heard more in the various interventions:

- Public support and involvement of the Directive and Business Area
- Pay special attention to consistency, meaning and Data Quality
- Election of the tool and the appropriate team

Finally, I created the survey Success factors in implementing a Business Intelligence project so that from Dataprix we draw our own conclusions about the importance of each factor.

I hope the forum your opinions, comments and experiences related to topics covered in this interesting event.