"The new generation of business intelligence and business analytics is about the ability to truly empower everyone in an enterprise or extended enterprise to have the information they need so that the insights drive their actions and interactions," proclaims Larry Barbetta, vice president and general manager of Siebel Analytics.

"There has been a real shift to using the information captured in transactional systems - ERP, CRM and supply chain - to try to derive insight. If you think about this broadly," explains Barbetta, "we've seen the operating efficiency side of the equation taken about as far as it can be taken. Now, businesses are looking to move to the next step - which is about how they can become more effective and how they can use their information to run their business not just efficiently, but effectively. They want to know how they can do a better job of retaining customers, attracting customers, pricing their products and so on. They want to be able to effectively use the insight from all of the customer data."

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