Event Intelligence

The foundation for operational analytics is the identification and quantification of cause and effect relationships.  In short, it is essential to link the actions of the enterprise and its competitors to performance outcomes. eiVia calls this “Event Intelligence”.   Event Intelligence is an extension of an integrated data warehouse architecture.

Event Intelligence is a method for associating information about performance-influencing events with outcomes, both observed outcomes and predicted outcomes.  Performance outcomes are maintained within a data warehouse architecture.  Event Information (typically text, image and descriptive files) becomes an extension of this data warehouse architecture with the addition of Event Intelligence.   Event Intelligence plays a significant role in the application interface for event-centric reporting and event-centric planning workflows.

Events are the enterprise's direct actions along with competitors' actions.  Events are anything that may impact performance: Trade promotions, consumer promotions, advertising and new product introductions are examples of marketing events.

Event-centric reporting relies on Event Intelligence to organize information about events.  The user accesses information that describes the event and launches reports by selecting the event or combination of events, those that are of greatest interest.  The goal is to link all of the available performance data to events to answer the question: “Why?”

Reports generate more questions than answers.  This is particularly the case when Event Intelligence is part of performance reporting.  Quickly, the progression of the questions leads to “What if?”  and “What's best?” as users seek answers to questions that relate to planning events. 

Event-centric planning creates Event Intelligence and establishes executional, volumetric and financial goals for each event.  eiVia provides an event-centric approach to Sales and Operational Planning (S&OP), with events becoming the building blocks for developing the plan and providing a continuously updated “latest estimate”.   

Adding Event Intelligence to your data warehouse is the first step in delivering Actionable Business Intelligence.