The 2003 Information Management Project Awards
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The following four case studies are drawn from a much broader selection of case studies — well over 100 entries, in fact, spread across 16 categories — put forward as candidates for the Business Intelligence (BI) Awards (2003). This event marks an important date in the calendar for customer relationship management (CRM) development although not all of the categories are purely CRM related. However, the importance of information to the running of a CRM strategy is now beyond dispute, and the BI Awards are widely recognised as the premier UK industry recognition of excellence and innovation in the management of business information. Readers should be aware that inclusion of these studies, as noted in the Editorial to this issue, is a new departure for the Journal. New, that is, in that they emerge from a competitive environment and are very much focused on the benefits that technological developments are expected to bring. They are valuable in as much as they are cases that have undergone a referee process, and so carry a good deal more weight than the average sales pitch. There is, nonetheless, a degree to which some of the claims are just that: claims — and the reader should treat them as such. The learning and the interest here is in the approach to problems. Further learning points will be available if, as we hope, we are able to revisit these cases in around a year’s time and to report back on how they turned out. We look forward to doing so. JOHN OZIMEK Managing Editor
CASE STUDY I: DEUTSCHE BANK’S RAPTOR PROJECT Introduction This is a good example of a project that helped analysts — in a fairly specialised activity area — to reduce data and thereby increase insight into what was going on in the equity markets. Deutsche Bank developed Raptor (Real-Time Analytics Platform for
䉷 Henry Stewart Publications 1741–2447 (2004) Vol. 12, 1, 55–79
Trading and Research), using Inxight StarTree姞, to provide analysts with a visual means of focusing on aspects of the market that are most important to their needs. StarTree enables users quickly to ‘make better sense’ of the market. The key benefit of this approach was
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Case studies: The 2003 Information Management Project Awards
more informed equity trading. The solution empowers Deutsche Bank analysts by showing patterns in financial data that allow them to market ideas to their clients in a more directed fashion. The increased negotiating power afforded by Raptor has been valued at close to $13m annually. It should be noted that the visual element was a key part of this solution. There are many products out there that purport to reduce data confusion; some manage to do so, however, only by exchanging one form of confusion for another. The organisation Deutsche Bank is one of the leading international financial services providers. With 67,700 employees, serving more than 13 million customers in 76 countries worldwide, more than half of the bank’s staff work outside Germany. As a modern universal bank, Deutsche Bank
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