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                                    Join your peers at
                                    the world-famous
                                    Venetian Hotel for
                                    MicroStrategy World
                                    2005, the premier
                                    business intelligence
                                    event of the year.
                                    Register Today!


Best Practices in Business Intelligence

             ❖         ❖        ❖         ❖          ❖

  This event is your best chance to learn from many MicroStrategy
 customers in one place. In fact, attending MicroStrategy World is
 the smartest investment you can make this year! We look forward
   to hosting you at World 2005 and hope you will register today!


                 CONFERENCE PRICING
                    Rate per Person - $1,495.00


                        TO REGISTER
           https://www.microstrategy.com/mworld2005
          MicroStrategy World 2005 Customer Service:
                    888.769.7860 or 781.278.2625
          or email: MicroStrategyWorld@Conferon.com


                      FOR MORE INFO
                 http://www.microstrategyworld.com
                                          TABLE OF CONTENTS
O v e r v i e w o f Tr a c k s        |    Tr a c k S e s s i o n s       |     Session Speakers
                             5                                    6                            28




Come to MicroStrategy World 2005 to learn how to get the most from your MicroStrategy and data warehousing
investments. Now in its seventh year, this three-day conference brings together business intelligence and
data warehousing experts from many industries to share best practices for improving business intelligence
application adoption.

MicroStrategy engineers and product managers will demonstrate advanced reporting and application
development techniques. These experts will also share proven strategies for deploying and tuning your
system for optimum performance. Additionally, learn how to increase system efficiency, thereby reducing
your ongoing system administration costs.

Also this year, more than 30 world-class companies will present real-world case studies illustrating how
they use MicroStrategy to increase revenues, reduce operational costs and improve growth. CIOs, VPs of
Application Development and executives in Sales, Finance, and Marketing should come to learn how to
improve corporate performance using MicroStrategy for business monitoring, reporting and analysis.

As a special feature this year, MicroStrategy will unveil MicroStrategy 8™, a major upgrade to the enterprise-
class MicroStrategy platform. MicroStrategy World 2005 will be the first time we will demonstrate the full
power of MicroStrategy 8, and many of our technical tracks will detail how to best leverage the capabilities
in this exciting new release.

                 So come to this year’s MicroStrategy World, to help maximize
                         the value and ROI of your MicroStrategy investment.


                                                                                                                 3 3
                                                                                                                ❝
❝     Participation at MicroStrategy World helps individuals and companies like Caremark maximize our
     investment in this vital technology – by developing and augmenting personal expertise and growth as
    well as strengthening our success as professionals who are at the forefront of business intelligence. This
    conference is unrivaled in its industry because it offers countless opportunities for growth and learning.
                                   Jan Lethen, Director of Knowledge Management, Caremark
                                                                                                    ❝
             ❝     MicroStrategy World 2004 was the best MicroStrategy World event yet and
                          I have attended all of them. Thanks for a great conference!
                                 Todd Norris, Decision Support Services, Lowe’s Companies, Inc.




                    Conference Agenda


    SUNDAY, JANUARY 30                                                  WEDNESDAY, FEBRUARY 2
    2:00pm - 6:00pm Registration & Information                          7:30am - 6:00pm   Registration & Information
                                                                        7:30am - 8:45am   Continental Breakfast
    MONDAY, JANUARY 31                                                  8:45am - 9:00am   Welcome Address
    11:00am - 9:00pm Registration & Information                         9:00am - 9:30am   Keynote Address
    1:00pm - 6:00pm  MicroStrategy Certification                         9:30am - 10:15am  Special Keynote —
                     for PEP Members                                                      Michael Saylor
    7:00pm - 9:00pm  Welcome Reception, Exhibit Hall Open               10:30am - 11:20am Session 6
                                                                        11:30am - 12:20pm Session 7
    TUESDAY, FEBRUARY 1                                                 12:30pm - 3:00pm Lunch & Exhibit Hall Open
    7:30am - 6:00pm   Registration & Information                        3:00pm - 3:50pm   Session 8
    7:30am - 8:45am   Continental Breakfast                             4:00pm - 4:50pm   Session 9
    8:45am - 9:00am   Welcome Address                                   5:00pm - 5:50pm   Session 10
    9:00am - 10:15am  Keynote Address                                   6:00pm - 7:00pm   Regional Networking Events
    10:30am - 11:20am Session 1
    11:30am - 12:20pm Session 2                                         THURSDAY, FEBRUARY 3
    12:30pm - 3:00pm  Lunch & Exhibit Hall Open                         7:30am - 12:00pm Registration & Information
    3:00pm - 3:50pm   Session 3                                         8:00am - 9:00am  Continental Breakfast
    4:00pm - 4:50pm   Session 4                                         9:00am - 12:00pm Technology Futures
    5:00pm - 5:50pm   Session 5                                                          Presentations
    7:00pm - 10:00pm  World 2005 Theme Party
4
                                       Overview of Tracks
Track 1: Monitoring, Reporting and Analysis
This track is geared toward end users and business intelligence project managers. Learn how to leverage the
MicroStrategy platform to satisfy the unique requirements of different end-user communities and business
intelligence applications.

Track 2: Advanced Reporting
This track is aimed at power users. It provides tips on how to best create reports with MicroStrategy. Learn how
to design reporting strategies more efficiently, how to create sophisticated key performance indicators and
distribute better reports for your entire user community. Also, learn the latest tips-and-tricks for creating pixel-
perfect enterprise reports.

Track 3: Advanced Development
This track is aimed at application developers. See sophisticated strategies and advanced techniques to solve
business problems using MicroStrategy. Learn how to design more efficient and capable business intelligence
applications, how to structure application objects for better reporting, and build better projects for your business.

Track 4: Customization and Integration
This track is aimed at developers and integrators who need to extend the MicroStrategy functionality into their
own portals or extranets using the MicroStrategy Software Development Kit (SDK).

Track 5: Driving Application Efficiency and Returns
This track has a focus on the best things to consider for growing a business intelligence capability for your
company: how to be optimally efficient, how to charge back for use, grow the user community and have them
act on the insight they gain to generate a return on the investment.

Track 6: Deployment, Administration and Performance Tuning
This track focuses on the best practices used in deploying MicroStrategy. Find out how to integrate MicroStrategy
into your organization’s IT environment, security systems and to obtain the best possible performance. Learn the
technical details on fault tolerance, load balancing, database tuning, migration and enterprise-scope administration.

Track 7: Customer Best Practices: Reporting Solutions
Companies in all industires use the MicroStrategy business intelligence platform for innovative reporting,
analysis and information delivery solutions. This track showcases MicroStrategy customers who deploy
reporting and dashboard reporting solutions to achieve greater business benefits for their companies.

Track 8: Customer Best Practices: Advanced Technical Topics
Learn technical tips and tricks from leading MicroStrategy customers as they share their business intelligence
success stories. Customers will showcase best practices and address methodologies that have worked well for
their MicroStrategy deployments.

Track 9: Customer Best Practices: Enterprise-Wide Solutions
Learn how seasoned MicroStrategy customers have achieved business benefits by deploying business intelligence
across the enterprise. MicroStrategy customers in various industries will share their best practices on how they
monitor, report and analyze critical metrics and business information to more effectively manage their organizations.

Track 10: Enterprise Partners: The Business Intelligence Spectrum
This track will showcase a variety of BI solutions from MicroStrategy partners. You’ll hear from MicroStrategy’s
database partners as they discuss solutions that maximize performance and ROI from your DW investments,
directly impacting the bottom line. MicroStrategy’s enterprise software partners will also provide demonstrations
and customer case examples around their cutting edge technologies that enhance BI applications and deployments.

Track 11: Enterprise Partners: Best Practice Deployments
Hear from systems integrators, customers and technology partners as they provide real world case studies,
discuss their specific methodology and best practices for implementing the MicroStrategy Business Intelligence
Platform. Through customer examples and solutions-oriented presentations, presenters will explore new
strategies for leveraging business intelligence in your organization.



                                                                                                                        5
          Track Sessions

              1   Monitoring, Reporting and Analysis

                   Session 1: Scorecards, Dashboards and Enterprise Reporting
                   Franklin Cate, Product Manager, MicroStrategy
                   MicroStrategy Report Services | Need to build a great-looking report? Not only can you create any form of
                   enterprise report with MicroStrategy Report Services, but you can move seamlessly from the report to any
                   kind of analysis without ever leaving the Web. MicroStrategy Report Services augments and leverages the
                   capabilities of the MicroStrategy platform by delivering seamless convergence of reporting and analysis,
                   full design flexibility to create all types of enterprise reports, and user-defined web reporting and dynamic
                   report personalization. Learn how MicroStrategy Report Services delivers complete enterprise reporting
                   capabilities and carries the MicroStrategy hallmarks of being easily administered and completely integrated
                   into the only industrial-strength business intelligence platform.

                   Session 2: Monitoring Business Performance with Alerts and Proactive Report
                   Delivery to Email, Printers, File Servers and Portals
                   Brian Brinkmann, Director, Product Management, MicroStrategy
                   MicroStrategy Narrowcast Server | Learn how MicroStrategy Narrowcast Server can greatly extend the reach
                   and value of your enterprise reporting application. Attend this session to understand how MicroStrategy
                   Narrowcast Server securely and efficiently distributes personalized and precisely formatted alerts and
                   reports in HTML, Microsoft® Excel or PDF, through your users’ distribution medium of choice: email,
                   networked printer, shared file server or portal. End users can easily schedule their own report distributions,
                   or report schedules and distribution can be easily managed by an administrator.

                   Session 3: Business Intelligence Solutions For SAP®
                   Bala Chandran, Product Manager, MicroStrategy
                   Learn how best to implement BI applications involving SAP systems. With SAP, companies have many
                   options for monitoring, reporting and analyzing data. These options include SAP data extraction into a data
                   warehouse running solely on SAP BW, or a mixture of both SAP BW and a data warehouse. This session
                   will discuss each approach’s merits and shortcomings. This session will also include a discussion of
                   MicroStrategy 8’s new capability to directly connect to SAP BW. Learn from customer case studies how
                   organizations have built architectures to have a coexisting data warehouse and SAP BW back-end, exposing
                   reports that combine multiple data sources through MicroStrategy.

                   Session 4: Easy Intelligence to Every Microsoft® Excel, PowerPoint® and Word User
                   Chris Von Simson, Product Manager, MicroStrategy
                   MicroStrategy Office | Would you like to “have it all” without leaving your favorite Microsoft® Office
                   application? Now every Microsoft Office user can run, edit and format any MicroStrategy report directly
                   from within Microsoft Excel, PowerPoint®, and Word. Microsoft files can become live repositories of
                   corporate data, continually linked back to the MicroStrategy business intelligence platform. See how easy
                   it is – with one click – to refresh data across all reports from the simple MicroStrategy Office toolbar via
                   your favorite Microsoft application. We will review and demonstrate a variety of usage scenarios, including
                   customizing presentations and performing offline analysis with MicroStrategy Office.

                   Session 5: MicroStrategy OLAP Services Customer Panel
                   Eric De Roos, Senior Product Manager, Product Management, MicroStrategy
                   In this panel discussion, you will hear how other customers are using MicroStrategy OLAP Services to
                   increase performance and expand end-users’ analytical capabilities. There will be opportunities for the
                   audience to ask questions of the panel as well.
Track 1




          6
Session 6: Data-Mining and Predictive Analysis for your BI Applications
Rick Pechter, Director, Pacific Technology Center, MicroStrategy
More and more, organizations are using data mining to make proactive, knowledge-driven decisions that
improve their organization’s efficiency and effectiveness. Of late, there is a strong market shift from getting
predictive analysis out of only the hands of the statisticians and into the hands of all relevant decision makers
using BI. In this session, we look at how MicroStrategy improves the data mining process and delivers
predictive analysis to all decision makers. We will demonstrate practical uses of predictive models using
advanced algorithms such as multivariate regression, neural networks, cluster analysis, and decision tree
analysis for forecasting, customer segmentation and to predict marketing campaign effectiveness. Most
importantly, you will see the power these analytics can deliver to the enterprise when deployed as part of
the MicroStrategy BI Platform. MicroStrategy’s sophisticated analytics and ad hoc analysis capabilities, in
conjunction with predictive models, are a potent combination for discovering new business realities.

Session 7: MicroStrategy Report Services Customer Panel
Franklin Cate, Product Manager, MicroStrategy
Attend this panel discussion to hear about customers’ experiences with MicroStrategy Report Services.
Learn more about how other organizations are using Report Services to replace less efficient reporting
systems and expand existing applications. There will be opportunities for the audience to ask questions of
the panel as well.

Session 8: Monitoring, Reporting and Analysis Across Critical Front and Back
Office Applications with the MicroStrategy Performance Management Modules
Jason Yeung, Product Manager, MicroStrategy
Interested in a jump-start on monitoring, reporting and analysis for your Service, Marketing and Sales,
Finance, HR and Distribution functions? Not interested in making a costly purchase of a prepackaged
analytical application, but still looking to have function-specific applications up and running quickly?
MicroStrategy developed the MicroStrategy BI Developer Kit by assembling best practices from our
customer implementations over the last decade to create starter kit analytic modules. We will take a tour of
the various Analysis Modules, each of which focuses on a specific area of analysis: Customer, Sales Force,
Human Resources, Financial Reporting and Sales and Distribution. We will also review highlights of financial
performance management related to the Sarbanes-Oxley Act and general corporate governance initiatives.
We will also review trends in scorecarding and key performance indicators.

Session 9: MicroStrategy Narrowcast Server Customer Panel
Jochen Demuth, Product Manager, MicroStrategy
In this panel discussion, you will hear how other customers are using MicroStrategy Narrowcast Server to
increase the effectiveness and reach of their monitoring, reporting and analysis applications. Learn how
other customers are proactively delivering precisely formatted reports and exception-based alerts to their
user base. There will be opportunities for the audience to ask questions of the panel as well.

Session 10: Corporate Performance Management with MicroStrategy
Jane Dwyer, Product Manager, MicroStrategy
You’ve seen Corporate Performance Management (CPM) promoted and referenced heavily, but what
exactly is it? And why are you hearing so much about it now? What role do operational applications play,
and how is business intelligence leveraged? Find out about CPM in real terms, as a renewed focus on
quantitative management – a “management by the numbers” – using insight gained from data analysis
and performance reporting. This session will be useful for anyone answering to an executive mandate to
deliver CPM, Balanced Scorecards, Six Sigma, Activity Based Management and the like. Learn how the top
business needs of CPM are delivered through MicroStrategy’s unified Monitoring, Reporting and Analysis
                                                                                                                        Track 1




– in a single user interface on top of an integrated, industrial-strength platform.




                                                                                                                    7
              2   Advanced Reporting

                   Session 1: Documenting BI Applications with MicroStrategy Architect and
                   MicroStrategy Desktop Designer
                   Sid Paralkar, Principal Technical Writer, MicroStrategy
                   Designing and building a reporting application is only half the battle. Making sure that users are able to
                   derive value over a period of time is crucial in determining if the application will fail or succeed. Learn from
                   MicroStrategy implementation experts how to develop an application so that it is easy to understand for
                   the end users. Also, learn how to support production systems to minimize the impact of customizations,
                   upgrades and change requests.

                   Session 2: Considerations for Migrating Crystal Applications to MicroStrategy
                   Joydeep Ghosh, Product Manager, MicroStrategy
                   MicroStrategy Report Services extends the MicroStrategy platform to allow the creation of pixel-perfect
                   and print-perfect documents. Learn about the design, development, administration and management
                   considerations when migrating your Crystal applications to the MicroStrategy platform.

                   Session 3: Building Effective Graphs, Gauges and Visual Indicators
                   Jane Dwyer, Product Manager, MicroStrategy
                   Are you looking for a quick way to help users better visualize your data? Attend this session to learn
                   tips and techniques for building effective graph reports with MicroStrategy. Learn how to design graphs
                   that are appealing and great for printed reports or interactive Web viewing. From dashboard gauges,
                   to funnel charts, to basic bar charts, this session will demonstrate how to use an efficient graph development
                   process to enable end-users to explore their data visually in a way that meets and exceeds their expectations.

                   Session 4: MicroStrategy Report Services: Interactive Scorecards and Dashboards
                   Jane Dwyer, Product Manager, MicroStrategy
                   This session will focus on developing scorecards and dashboards that provide users a highly graphical,
                   summary view of key metrics. Learn how to develop cascaded scorecards that allow users to seamlessly
                   drill from a summary scorecard to progressively greater levels of detail, still in a scorecard format. Also,
                   learn how MicroStrategy 8 allows OLAP interactivity and metric creation inside of HTML dashboard
                   displays. This session will also provide an introduction to using multiple datasets within a single
                   MicroStrategy Report Services document.

                   Session 5: MicroStrategy Report Services: Interactive Enterprise Reports
                   Franklin Cate, Product Manager, MicroStrategy
                   Learn best practices and advanced techniques for designing highly formatted enterprise reports that
                   may span hundreds of printed pages. This session will devote time to both the end-user and the report
                   developer roles and will include demonstrations of operational workflows via document drilling, dynamic
                   images, conditional formatting, and advanced usage of multiple datasets.

                   Session 6: Creating Reusable Report Books and Presentations with Refreshable
                   Live Data with MicroStrategy Office
                   Chris Von Simson, Product Manager, MicroStrategy
                   A useful spreadsheet or presentation is an excellent corporate asset. Wouldn’t it be great to reuse the best
                   of them with new and refreshable additional data as it becomes available? Learn how to develop these
                   documents with MicroStrategy Office and its powerful API. This session will include tips and tricks for
                   incorporating dozens of personalized reports from different projects and cover topics such as customized
                   prompt answers, single sign on, gradually expanding attributes, evolving data, integration with simple
                   Microsoft Office visualization and automatic refresh.

                   Session 7: Maximizing Performance and Flexibility with Intelligent Cubes
Track 2




                   Cuong Bui, Product Manager, MicroStrategy




          8
    MicroStrategy technology allows administrators to grant unprecedented ad hoc analysis capabilities to
    end-users – either over the Web or through the MicroStrategy Desktop interface. Learn how to use object
    templates, Intelligent Cubes, access control rights and other techniques to provide users with expanded BI
    capabilities while ensuring proper development and administration processes.

    Session 8: Developing Business Intelligence Applications on SAP BW
    Bala Chandran, Product Manager, MicroStrategy
    MicroStrategy 8 introduces a new MDX generation engine allowing MicroStrategy to connect and execute
    reports against SAP Business Warehouse (BW). Attend this session to learn how to set up connections
    to multiple SAP BW instances from within a single MicroStrategy project, how to expose and import
    cube definitions into MicroStrategy and various techniques for creating reports based on SAP BW cubes.
    In addition, learn how to map common attributes and metrics between multiple SAP and non-SAP data
    sources to create reports and scorecards that join and combine data from multiple sources.

    Session 9: MicroStrategy Report Services: Optimizing Performance
    Joël Lebrum, Program Manager, MicroStrategy
    This session will cover factors such as the number and size of datasets, the size and complexity of the
    final report output, PDF and HTML generation, and the relative importance of each of these factors on
    performance and scalability. Given your specific functional and performance requirements, learn how to
    weight these factors to optimize performance of your Report Services application. Additionally, we will
    demonstrate the new WYSIWYG creation of Report Services documents in MicroStrategy Web, and
    discuss some guidelines for deciding to develop reports in view mode or design mode.

    Session 10: MicroStrategy Report Services: Tips and Techniques for Efficient
    Report Design
    Franklin Cate, Product Manager, MicroStrategy
    This session will focus on maximizing efficiency for report designers. We will discuss how to use prompts
    and document drilling to minimize the number of documents needed to support your users’ requirements.
    Learn how to follow efficient design processes that leverage reusable objects and formats such as
    document templates, grid and graph styles and default formatting properties. You will also see some of the
    enhancements in MicroStrategy 8 which further streamline the report development process.




3   Advanced Development

    Session 1: Statistical Modeling, Set Analysis and Advanced Analytics
    Scott Cappiello, Senior Program Manager, MicroStrategy
    MicroStrategy Desktop Designer | As the complexity of business intelligence applications rapidly grows, there
    is an increased need for sophistication in BI models. This session introduces custom function plug-ins,
    statistical modeling, set analysis and other advanced functionality in MicroStrategy Desktop Designer. Learn
    how to use these functions to build advanced metrics that can then be used in your business intelligence
    application to bring advanced analysis to the average BI user.

    Session 2: Taming Complex Data Modeling Challenges Using Logical Views
    Scott Cappiello, Senior Program Manager, MicroStrategy
    As every BI developer knows, the database schema for BI applications is not always well-suited for every
    type of reporting. One common solution to this challenge is to ask the database administrator (DBA) to
    create database views more suited for a specific reporting need. This places an increased burden on the
    DBA and the number of new objects he/she must create and maintain. MicroStrategy 8 introduces a new
    functionality called “Logical Views” that allows application architects to create any desired view using
    MicroStrategy, without DBA involvement. Once these Logical Views are created, they are available to the
                                                                                                                        Track 2-3




    report designer in a way similar to any other table. This allows developers to model attributes and facts




                                                                                                                    9
               whose expressions span multiple tables, flatten non optimal ragged and recursive hierarchies and solve
               other complex data modeling challenges. This session introduces application designers to Logical Views and
               how best to use them.

               Session 3: Guided Knowledge Discovery Using Document Hyperlinks, Drill Maps
               and User Hierarchies
               Pilar Bullis, Product Manager, MicroStrategy
               Due to the increasing size and sophistication of BI applications, there is a need to guide the end-user
               through the knowledge discovery process. This session introduces Dynamic Hyperlinks, Drill Maps,
               User Hierarchies and other features of MicroStrategy Desktop Designer to create intuitive workflow-
               based systems.

               Session 4: Using Free Form SQL to Retrieve Operational Data, Reuse Proven
               Queries, and Rapidly Create Reports
               Pilar Bullis, Product Manager, MicroStrategy
               During the process of developing a business intelligence application, there are some situations where the
               report developer would prefer to use their own user defined SQL statements to retrieve data instead of
               using the optimized SQL engine within MicroStrategy Intelligence Server. These instances may include
               quick POC’s against data that doesn’t exist in the data warehouse, reuse of stored procedures in the
               database and retrieval of data from non optimized operational schemas. This session introduces report
               developers to the MicroStrategy 8’s new Free Form SQL engine that allows developers to create reports
               for end-users based on their own user defined SQL. These reports are accessed and executed by end-users
               through the same Web interface, with the same report interactivity options as regular reports.

               Session 5: Developing Business Intelligence Applications on SAP BW
               Bala Chandran, Product Manager, MicroStrategy
               MicroStrategy 8 introduces a new MDX generation engine allowing MicroStrategy to connect and execute
               reports against SAP Business Warehouse (BW). Attend this session to learn how to set up connections
               to multiple SAP BW instances from within a single MicroStrategy project, how to expose and import
               cube definitions into MicroStrategy and various techniques for creating reports based on SAP BW cubes.
               In addition, learn how to map common attributes and metrics between multiple SAP and non-SAP data
               sources to create reports and scorecards that join and combine data from multiple sources.

               Session 6: Building Key Business Metrics, Importing Custom Functions and Case
               Functions
               Scott Cappiello, Senior Program Manager, MicroStrategy
               MicroStrategy Architect and Desktop Designer | Metrics provide the analytical sophistication needed for
               timely, accurate, data-driven decisions. Learn how to build all your business metrics in MicroStrategy
               Desktop Designer to provide consistent definitions for all your users. Topics in this session include case
               statements for conditional formulas, levels, conditionality, transformations and creating derived metrics
               in Intelligent Cubes. We will show you how to add to our library of over 200 functions and operators in
               MicroStrategy Desktop.

               Session 7: Using Free Form SQL to Retrieve Operational Data, Reuse Proven
               Queries, and Rapidly Create Reports (Repeat Session)
               Pilar Bullis, Product Manager, MicroStrategy
               During the process of developing a business intelligence application, there are some situations where the
               report developer would prefer to use their own user defined SQL statements to retrieve data instead of
               using the optimized SQL engine within MicroStrategy Intelligence Server. These instances may include
               quick POC’s against data that doesn’t exist in the data warehouse, reuse of stored procedures in the
               database and retrieval of data from non optimized operational schemas. This session introduces report
               developers to the MicroStrategy 8’s new Free Form SQL engine that allows developers to create reports
               for end-users based on their own user defined SQL. These reports are accessed and executed by end-users
Track 3




               through the same Web interface, with the same report interactivity options as regular reports.




          10
     Session 8: Data Mining: Forecasting Using Multivariate Regressions
     Rick Pechter, Director, Pacific Technology Center, MicroStrategy
     MicroStrategy provides analytical functions for users to build out-of-the-box data mining reports with
     MicroStrategy. In this session, you will learn about some of the functions MicroStrategy provides to create
     these commonly used data mining reports without the need for data mining tools. Most notably, we
     demonstrate how to use the linear, logarithmic, and exponential regression functions to build forecasting
     reports and how these functions can help your business.

     Session 9: Data Mining: Integrating with Traditional Data Mining Tools for
     Complex Predictive Analysis
     Rick Pechter, Director, Pacific Technology Center, MicroStrategy
     MicroStrategy allows users to leverage their existing data mining investment by integrating with third party
     data mining workbenches, such as SAS, SPSS, IBM Intelligent Miner, KXEN and others. With this integration,
     users can deliver data mining and predictive analysis to the masses. In this session, learn how MicroStrategy
     integrates with third-party data mining workbenches using Predictive Model Markup Language (PMML) and
     how these models can be used to create predictive metrics and reports. In particular, you will see various
     examples of different neural network, decision tree, and clustering algorithms reports in MicroStrategy.

     Session 10: Building BI Applications Accessing Multiple Data Sources
     Bala Chandran, Product Manager, MicroStrategy
     Data warehousing experts and books nearly unanimously proclaim that to ensure one version of the truth
     and optimal performance, organizations should build an enterprise data warehouse – a centralized hub
     of information that combines data from all available data sources. However, while developing reporting
     applications there are almost always needs to combine data from multiple sources such as data marts,
     operational (OLTP) systems, flat files and multidimensional sources such as SAP BW. This session
     presents MicroStategy 8’s new data source engines that allow application designers to build reports and
     dashboards that combine data from multiple data sources into a single view. Learn how to join important
     related information from multiple relational sources as well as multiple SAP BW instances within a single
     MicroStrategy report. Additional techniques such as database gateways and the use of MicroStrategy
     Narrowcast Server for non-structured content integration will also be discussed.




4   Customization and Integration

     Session 1: Quickly Customizing the Look-and-Feel of MicroStrategy Web Using
     Parameters
     Jason Yeung, Product Manager, MicroStrategy
     Over 90% of MicroStrategy customers customize the out-of-the-box MicroStrategy Web interface to add
     their own unique branding, create custom navigation or create their own reporting styles. In this session,
     you will gain insight into the benefits of MicroStrategy’s layered, object-oriented architecture and how to
     customize the out-of-the-box interface using configuration files. We will examine various techniques and
     tips for such customizations, and you will see a live demonstration of parameter-driven customization of the
     out-of-the-box MicroStrategy Web interface.

     Session 2: Integrating MicroStrategy with Enterprise Portals
     Sriram Parthasarathy, Senior Program Manager, MicroStrategy
     With the emergence of portals as a key IT initiative, companies want their users to access critical BI
     information through their corporate portal. The MicroStrategy Portal Integration Kit is designed to help
     BI developers easily and quickly deploy MicroStrategy through leading portal products. This session will
     detail the features of the Portal Integration Kit and review various techniques and standards -- such as
     URLs, Web services, iFrames and JSR168 -- for integrating with leading portals. In addition, we will review
                                                                                                                          Track 3-4




     personalization and single sign-on concepts, and you will view a live demonstration on how to integrate
     MicroStrategy BI content into a portal.




                                                                                                                     11
               Session 3: Advanced MicroStrategy Web Customizations – Part 1
               Andrew Wigmore, Program Manager, MicroStrategy
               In these advanced MicroStrategy Web customization sessions, you will learn how to add functionality to
               MicroStrategy Web and modify its workflow. In particular, you will learn how to modify the appearance of
               prompts and add new folder styles using customized transforms, events and web components. We will
               also discuss how to add to MicroStrategy Web custom functionality such as allowing users to write data
               back to the database or enabling user management functionality over the Web. You will see several live
               demonstrations of customizing the out-of-the-box interface to meet your various business needs.

               Session 4: Implementing Single Sign-on for Seamless Application and Data Access
               Sriram Parthasarathy, Senior Program Manager, MicroStrategy
               Many corporations have a legacy of various security systems used to authenticate and authorize their
               users for their enterprise applications. In this session, we will examine various security mechanisms
               MicroStrategy offers for authentication and authorization, and in particular, examine security solutions where
               MicroStrategy integrates with leading single sign-on products to deliver seamless access to corporate data.

               Session 5: Advanced MicroStrategy Web Customization – Part 2
               Andrew Wigmore, Program Manager, MicroStrategy
               In these advanced MicroStrategy Web customization sessions, you will learn how to add functionality to
               MicroStrategy Web and modify its workflow. In particular, you will learn how to modify the appearance of
               prompts and add new folder styles using customized transforms, events and web components. We will
               also discuss how to add to MicroStrategy Web custom functionality such as allowing users to write data
               back to the database or enabling user management functionality over the Web. You will see several live
               demonstrations of customizing the out-of-the-box interface to meet your various business needs.

               Session 6: Delivering Customized User Workflows, Data Visualization and Mapping
               Sriram Parthasarathy, Senior Program Manager, MicroStrategy
               Can you picture it? As the volume of data that companies collect continues to grow, there is a strong
               demand to capture this information in a more visual analytical environment, accompanied with an intuitive
               end-user workflow. Combining powerful analytics with sophisticated visual paradigms becomes a critical
               business intelligence need. In this session, we will cover tips and techniques to use MicroStrategy’s
               layered XML-based architecture to build sophisticated workflows using new paradigms and discuss various
               techniques to integrate MicroStrategy with leading visualization tools. We will also examine a few visual
               paradigms and view a live demo of MicroStrategy integrated with a mapping solution.

               Session 7: Creating Microsoft Office BI Applications using the MicroStrategy SDK
               Drew Lettington, Engineering Manager and Program Manager, Pacific Technology Center, MicroStrategy
               Nearly every company has custom designed Excel spreadsheets that employ Microsoft macros and
               Visual Basic for Applications (VBA) code to create and format data for reports and analysis. MicroStrategy
               Office includes a full-featured application-programming interface (API) empowering developers to build
               highly sophisticated and functional Microsoft Office solutions. Learn how to use the two together to
               programmatically create distributed Excel workbooks, PowerPoint presentations and Word documents using
               Microsoft VBA to provide sophisticated applications within your Office environment. In addition, we will
               show various examples of powerful Office applications that can be built using the MicroStrategy Office API.

               Session 8: Delivering Business Intelligence to the Extranet
               Sriram Parthasarathy, Senior Program Manager, MicroStrategy
               One of the clearest ways to extract value from your BI investments is to extend access to distributors,
               partners and customers via an extranet. By deploying BI to extranet users, organizations are able to share
               critical insight outside of their company to help with collaboration and improve business processes. In this
               session, you will learn how to deploy MicroStrategy Web outside of your company’s walls and into the
               hands of your extranet users on a permission basis. Topics of particular interest for extranet applications
               include firewall protection, user and data level security through secure socket layer protection, data
Track 4




               encryption, proxy server support and single sign-on security.




          12
     Session 9: Automatic Administration According to User Understanding with
     MicroStrategy Web MMT and MicroStrategy Command Manager
     Chris Von Simson, Product Manager, MicroStrategy
     One of the best ways to ensure end-user adoption of business intelligence applications is to give access to BI
     functionally in accordance with the user’s understanding. This eliminates user confusion and frustration related to
     interpreting data and reports. Lessons and tests in MicroStrategy Web MMT drive and verify user understanding.
     Based on users’ completion of lessons and tests, MicroStrategy Command Manager may be used to automate
     user access to increased functionality by promoting users from “groups of understanding”. This capability
     provides a superb way to give users access to a project, a report or a metric just as they have understood what it
     is for and how to use it. These processes make for satisfied groups of users automatically driving their own
     understanding of the project and seeing the right amount of business intelligence reporting at the right time.

     Session 10: Best Practices for Customization and Architecting Web Applications
     Adam Biegeleisen, Product Manager, MicroStrategy
     Learn about the best practices for customizing and architecting your MicroStrategy Web applications.
     We will look at various customization and integration scenarios and review various tips, techniques and
     architectural recommendations to enable developers to efficiently create custom MicroStrategy Web
     solutions with a combination of parameter-driven customizations and code-related techniques.




5   Driving Application Efficiency & Returns

     Session 1: Data Modeling: The First Step to Optimal Performance for BI Applications
     Jeffrey Zhang, Senior Program Manager, MicroStrategy
     High-performance monitoring, reporting and analysis applications are often the result of a first-class data
     modeling effort that takes place at the physical, logical and MicroStrategy project levels. BI application
     successes hinge on implementing a data model that correctly describes the company’s business in
     conjunction with business user’s reporting and analytical requirements. By understanding the strengths and
     biases of the MicroStrategy SQL engine, you will learn advanced data modeling design tips that provide
     faster report response times and easier administration.

     Session 2: Explaining MicroStrategy Reports
     Chris Von Simson, Product Manager, MicroStrategy
     MicroStrategy Web MMT | Do you want an easy, cost-effective way to train end-users on your specific
     BI application? This session provides an introduction to MicroStrategy Web MMT, a product bundle that
     combines MicroStrategy Web with MicroStrategy eTrainer. MicroStrategy eTrainer provides guided, online
     user training for the MicroStrategy Web product. Learn how to get started with eTrainer and realize benefits
     in minutes. Learn how end-users can access approximately 8 hours of user training at their own pace and on
     their own schedule. This session will demonstrate and extremely simple customizations that illustrate how
     to enable or disable specific lessons or how to tailor the training content to your specific data and application.

     Session 3: Evaluating and Realizing ROI on BI Investments
     Megan Lordeon, Senior Manager, Strategic Marketing, MicroStrategy
     Companies face the need to justify future and current BI investments with business cases of both
     quantitative and qualitative analyses. The ROI for BI projects is best defined around an application concept,
     which examines business processes and areas of increased revenue or cost reductions. Participate in an
     ROI workshop with fellow MicroStrategy customers who face similar challenges of defining improved
     business processes and realized benefits. Learn how to realize higher ROI on your BI investment and build
     business cases with ROI justification for new BI investments.

     Session 4: Monitoring Your Applications and Usage
                                                                                                                                Track 4-5




     Vijay Madhavan, Program Manager, MicroStrategy




                                                                                                                           13
               MicroStrategy Enterprise Manager | To effectively optimize a BI environment, administrators must know
               their users’ actions and system usage. MicroStrategy Enterprise Manager allows administrators to monitor
               their system and analyze the statistics collected about objects, reports and user sessions. In this session,
               administrators learn about Enterprise Manager’s out-of-the-box reports and metrics. Topics include analyzing
               tables users access often, identifying targets for aggregation and indexing, identifying most (and least) popular
               reports, performing user profiling and best practices in setting time intervals to run the data load process.

               Session 5: Getting Users to Act – Effective Workflow for Increased Business
               Intelligence Productivity
               Chris Von Simson, Program Manager, MicroStrategy
               Are you looking for a way to drive end-users to take measurable actions based on the insights from
               your BI application? By incorporating your own application-specific content into the MicroStrategy Web
               MMT framework, you can guide users from reports to the necessary next steps or actions. Learn how
               MicroStrategy can lead your users to apply the insights they gain from your MicroStrategy BI application,
               driving a measurable return on your BI investment.

               Session 6: Change Management for Application Development
               Vijay Madhavan, Program Manager, MicroStrategy
               MicroStrategy Object Manager | Before implementing any monitoring, reporting or analysis application, it must
               go through the cycles of development and testing. Also, after a project is in production, new reports need
               to be added based on data and user requirements. In this session, learn how to control and manage change
               between the development, testing and production environments using MicroStrategy Object Manager.

               Session 7: Monitoring Your MicroStrategy Narrowcast Server Usage and System
               Wolf Mosle, Quality Engineering Manager, MicroStrategy Narrowcast Server, MicroStrategy
               MicroStrategy Narrowcast Server is critical for distributing reports and alerts to thousands of users through
               email, printers, portals and file servers. Learn how to ensure that all of your messages are delivered to their
               final destination point. We will also discuss some troubleshooting tips and tricks.

               Session 8: MicroStrategy Administrator Customer Panel
               Jochen Demuth, Product Manager, MicroStrategy
               In this panel discussion, you will hear how other customers are using MicroStrategy Administrator to better
               monitor and optimize application usage, manage development, testing and production environments, and
               use scripts to efficiently administer large user deployments. There will be opportunities for the audience to
               ask questions of the panel as well.

               Session 9: Best Practices in Educating Developers and End-Users
               Monica Morrell, Vice President of Worldwide Education Services, MicroStrategy
               This session addresses how to develop the appropriate training plan for the development team and end-user
               community to ensure success and proficiency with the MicroStrategy platform. MicroStrategy will share with
               you recommendations for building a well-trained technical staff to lessen project risk, lower support costs and
               increase productivity, as well as ways to ensure end-user acceptance and comfort with your MicroStrategy-
               based application. You will also hear from MicroStrategy customers who have proven successful in educating
               their developers and end-users through MicroStrategy’s standard and customized training offerings.

               Session 10: How to Achieve Top Report Batch Performance with MicroStrategy
               Wolf Mosle, Quality Engineering Manager, MicroStrategy Narrowcast Server, MicroStrategy
               Do you plan to roll out an enterprise reporting application to many users? One highly scalable way to do
               this is to use batch reporting to proactively run many reports and send them directly to individuals. Learn
               how to do this very effectively with the MicroStrategy platform, with an emphasis on MicroStrategy Report
               Services and Narrowcast Server. We will also discuss how to best utilize unique features such as dynamic
               subscription sets, bursting or custom segmentation.
Track 5




          14
6   Deployment, Administration & Performance Tuning
     Session 1: Tuning BI Applications and Environments
     Jochen Demuth, Product Manager, MicroStrategy
     Business intelligence environments include many individual components such as the database, network,
     middle-tier BI server, web server, firewall and user client machines. It is important to examine and consider
     each of these components, individually and in conjunction with other related components, in order to
     achieve exceptional performance overall. In this session, we will present the experiences of our 64-bit
     benchmark tests that exposed the foreseen and unforeseen obstacles that were overcome to produce
     exceptional results.

     Session 2: Tuning MicroStrategy Intelligence Server for Maximum Performance
     – Part 1
     Cuong Bui, Program Manager, MicroStrategy
     A scalable business intelligence architecture must allow administrators to ensure excellent query
     performance even as more users are added to the system. In this session, administrators will learn how
     to tune the system to maintain excellent query performance for large numbers of users. Topics covered
     include optimizing the MicroStrategy Intelligence Server database connections, thread balancing and
     queuing, prioritizing user requests, caching and Intelligent Cubes.

     Session 3: Tuning MicroStrategy Intelligence Server for Maximum Performance
     – Part 2
     Cuong Bui, Program Manager, MicroStrategy
     A scalable business intelligence architecture must allow administrators to ensure excellent query
     performance even as more users are added to the system. In this session, administrators will learn how
     to tune the system to maintain excellent query performance for large numbers of users. Topics covered
     include optimizing the MicroStrategy Intelligence Server database connections, thread balancing and
     queuing, prioritizing user requests, caching and Intelligent Cubes.

     Session 4: Administering, Configuring, and Tuning MicroStrategy Narrowcast
     Server for Effective Information Delivery and Alerting
     Jochen Demuth, Product Manager, MicroStrategy
     MicroStrategy Narrowcast Server offers unparalleled capabilities to distribute information throughout the
     enterprise. In this session, you will learn how to manage and deploy the system, as well how to plan and
     tune for optimal performance. Topics covered include address and object management, security roles,
     concurrency tuning and dynamic information retrieval and submission.

     Session 5: Automating Administration and Managing Large BI Environments
     Jeffrey Zhang, Senior Program Manager, MicroStrategy
     MicroStrategy Command Manager | When managing a large number of users, administrators often prefer to
     use scripts and command lines instead of iconic interfaces, because scripts can be reused and automated
     for common repetitive operations. MicroStrategy Command Manager allows administrators to perform bulk
     administration and automatic tuning using command lines and scripts. In this session, administrators learn
     how to create users in bulk, grant or remove user privileges, create security filters and security roles, expire
     and delete caches and control the number of connections to the server. Additional topics include how to
     access MicroStrategy’s API to integrate with third-party software such as system management software.

     Session 6: Taking Advantage of 64-bit Business Intelligence
     Terry Berman, Senior Program Manager, MicroStrategy
     Discover the performance of 64-bit business intelligence. This session will answer all the important
     questions: What are the benefits? Where (on which hardware platform) is it supported? Why do I need it?
     When should I consider upgrading? How does it perform? Where can I find out more? In short, you will
                                                                                                                            Track 5-6




     learn everything you need to determine whether MicroStrategy Universal Edition is for you.




                                                                                                                       15
                      Session 7: Securing Your Data Assets to the Cell-Level
                       Joydeep Ghosh, Product Manager, MicroStrategy
                      The last bastion of application security is data access, and once breached, a corporation’s data assets
                      are available for the taking. MicroStrategy integrates with database-level data security architectures and
                      incorporates a strong, multi-layered security model to protect reports, business metrics and data down to
                      the cell-level using Access Control Lists (ACLs) and role- and group-based privileges. Learn how to leverage
                      several best practices to control data access down to the cell-level on a per user basis.

                      Session 8: Planning the Migration to 64-bit Business Intelligence
                      Terry Berman, Senior Program Manager, MicroStrategy
                      If your application and user base is growing you might be considering upgrading to 64-bit technology. Attend
                      this session to learn about new features and other specifics of MicroStrategy Universal Edition, currently
                      offered on IBM Aix® and Sun™ Solaris. We will discuss the necessary steps to migrate a production system
                      and how to scope and plan for this.

                      Session 9: Managing Your Authentication Security Policies
                      Joydeep Ghosh, Product Manager, MicroStrategy
                      The MicroStrategy platform is designed to ensure the highest level of security across all parts of your
                      architecture. This session focuses on authentication security including LDAP, database pass-through,
                      standard encrypted metadata authentication and connection maps.

                      Session 10: Best Practices Implementing Clustering in the MicroStrategy BI
                      Platform
                      Jeffrey Zhang, Senior Program Manager, MicroStrategy
                      For many companies, BI applications are strategic and therefore becoming mission critical. These applications
                      must have outstanding performance, uninterrupted data availability, effective system resource utilization and
                      enhanced user scalability. This session discusses the clustering capabilities in the MicroStrategy platform
                      that allow for failover support, load balancing and large user communities. The session specifically focuses
                      on best practices to configure a clustered environment at any layer of the MicroStrategy server architecture:
                      Intelligence Server, Web and Narrowcast Server. Other elements typically found in a clustered architecture
                      such as firewalls, IP distributors and network configuration options are covered as well.




                 7   Customer Best Practices: Reporting Solutions

                      Session 1: Sprint: Employing Dashboard Best Practices: Leveraging BI Across Sprint
                      Jim Breslin, Manager, IT Reporting Group, Sprint
                      Dashboards and scorecards are designed to improve enterprise performance by delivering mission-critical
                      information in visually intuitive electronic “snapshots.” Dashboards provide a current look into the health
                      of the organization while scorecards are used to measure performance over a period of time. Enterprises
                      use dashboards and scorecards to communicate strategic objectives through visually appealing metrics
                      that help companies measure performance. In this session, attendees will learn how Sprint executives use
                      a MicroStrategy dashboard and portal solution to meet high user volume and accessibility demands. The
                      solution uses MicroStrategy Web Universal, MicroStrategy Narrowcast Server, MicroStrategy Intelligence
                      Server and a Java front-end.

                      Sprint is a global integrated communications provider serving more than 26 million customers in over 100
                      countries.

                      Session 2: FedEx: Business Intelligence – The HR Perspective
Track 6-7




                      Jitindra Mehra, I.T. Manager, FedEx
                      With more than 240,000 employees and a strong “people” culture, FedEx Corp. has a very rich HR application
                      suite. In this presentation, FedEx will discuss its HR Data Warehouse and BI solution that brings together data
                      from diverse, functional HR systems – allowing for easy analysis and reporting. This session will describe the
                      MicroStrategy-based application and how it allows cross-functional reporting from a consolidated repository


            16
of functionally-rich HR data. Learn how the MicroStrategy solution encourages decision-making based on
quantitative measures and reduces proliferation of sensitive HR data across desktops and diskettes.

FedEx Corp., with annual revenues of $26 billion, provides customers and businesses worldwide with a
broad portfolio of transportation, e-commerce and business services.

Session 3: Ace Hardware: Strengthening the CO-OP with the Data Warehouse
Tom Ruvoli, Technology Business Manager, Data Warehouse, Ace Hardware Corporation
Ace Hardware Corporation is a three billion dollar organization with a goal to grow. In this presentation,
learn how the Ace data warehouse has contributed to accomplishing its growth initiative. While challenges
are many in a cooperative environment, Ace Hardware has been able to enhance sales and increase
profits as well as promote the adoption of standard business rules using MicroStrategy. Learn why CIO
Magazine honored Ace Hardware Corporation as a 2004 CIO Enterprise Value Award recipient for its Ace
Data Warehouse (ADW), and recognized its enterprise reporting applications for providing critical business
analysis. Ace will explain how these reporting applications serve as the backbone of Ace’s one-to-one
marketing efforts for its Helpful Hardware Club. The MicroStrategy reporting tools are used against an NCR
Teradata Data Warehouse, and business users consist of internal departments as well as retail locations.

Founded in 1924 and headquartered in Oak Brook, IL, Ace Hardware Corp. currently operates 15
distribution centers in the United States and has stores located in all 50 states and 70 countries.

Session 4: Freddie Mac: BI Best Practices: Organization, Methodology, and
Technology to Leverage MicroStrategy Across the Enterprise
David Roylance, BI Practice and Resource Manager, Freddie Mac; Andrew Patterson, CBIP, Technical Lead, Freddie Mac
Organizations that decide to implement BI technology need to ensure there is the appropriate process and
infrastructure in place to leverage BI technology across the enterprise. Freddie Mac currently supports over
35 MicroStrategy projects within their architecture. In this session, attendees will learn how Freddie Mac
has developed a customized BI methodology that is used internally to improve repeatability and support
consistency across the enterprise for BI projects. Gain insight on how Freddie Mac is organized to support
BI technology, the processes leveraged, and specific technology solutions implemented to achieve business
value. Freddie Mac will highlight specific MicroStrategy technology solutions implemented to address their
business needs for tax reporting.

Freddie Mac is a shareholder-owned company whose people are dedicated to lowering the costs and
increasing access to quality housing for more of America’s families.

Session 5: IMS Health: User-Centric Interface Design and Deployment in the
Pharmaceutical Industry
Zach Henderson, Director of Marketing, IMS Health; Alan Yagoda, Director for Product Development, IMS Health
“User-friendly” is a term frequently used when describing a BI solution for end users. While user-friendliness
is vital to user communities, many interface designs fail to deliver on the “user-friendly” promise. In this
presentation, learn how IMS researched, designed, built and tested a custom web and email user interface
for its MicroStrategy reporting solution to meet the needs of its global pharmaceutical clients and their sales
representatives, district managers and other users. IMS Health will address the proven methodologies used
in designing and integrating a custom user interface that delivers user-friendly reporting. As a result of utilizing
these methodologies, the IMS applications have achieved usage rates 24% higher than industry averages.

Operating in more than 100 countries, IMS Health is the world’s leading provider of information solutions to
the pharmaceutical and healthcare industries.

Session 6: Watkins Motor Lines: Real Time Solutions: “Customer Web Reporting” on
MyWatkins.com
Randi Guerne, Senior Software Engineer, Watkins Motor Lines, Inc.
                                                                                                                            Track 7




As a transportation leader, Watkins Motor Lines must supply its customers with immediate, up-to-date
information via the Internet, and in a flexible and user-friendly format. One of the components of its
personalized and secure MyWatkins.com website is the Customer Web Reporting application anchored
by the MicroStrategy platform. This application helps Watkins customers obtain instant, real-time reports


                                                                                                                       17
               on freight movement and schedule reports for automatic online delivery. The application also relies on
               MicroStrategy Narrowcast Server to deliver the most critical reports via email and fax. More than 12,000
               users have access to Watkins services to manage and enhance their business relationships. The solution
               uses real-time data that is replicated from Watkins’ transactional systems to their reporting database via
               IBM MQ Series. This infrastructure is extremely reliable and provides a solid foundation for advanced
               reporting on the web.

               Watkins Motor Lines is the largest privately-held provider of premium less-than-truckload transportation
               services in North America.

               Session 7: R.H. Donnelley: Report Services Success Story: Best Practices in
               Marketing Analysis and Reporting
               Reid Chisholm, R.H. Donnelley; Jill Mertens, R.H. Donnelley; Sawsan Mustafa, R.H. Donnelley
               R. H. Donnelley Corporation is the 5th largest publisher of yellow pages directories, responsible for almost
               400 directories and approximately $1 billion in annual advertising revenue. In 2003, R.H. Donnelley became
               an early adopter of MicroStrategy Report Services, and will demonstrate some of their recent reporting
               successes in employing this technology. In this presentation, R.H. Donnelley will discuss the partnership
               between its marketing and information technology groups, and how it developed and deployed a new
               business intelligence reporting solution for product analysis and market decision support.

               R. H. Donnelley Corporation is the 5th largest publisher of yellow pages directories.

               Session 8: Southern California Edison: Using “Create Reports” to Provide a Self-
               Service Reporting Environment
               Dena Berkin, Report Developer, Southern California Edison
               The MicroStrategy platform lets end users perform a meaningful level of ad hoc query and analysis, and
               create individual reports that answer specific business questions. Learn how Southern California Edison
               enables its web users to satisfy their ad hoc reporting requirements as well as do their own basic report
               development by providing pre-built report “shells” with object prompts for the appropriate attributes, metrics
               and filters. This technique allows SCE to take report development out of the hands of IT and into the hands
               of analysts, managers and executives across all business lines, while still guiding them to the right answers.

               Southern California Edison, one of the largest electric utilities in the U.S., and the largest subsidiary of
               Edison International, provides power for 11 million individuals, 427 communities and cities, 5,000 large
               businesses, and 280,000 small businesses in Central and Southern California.

               Session 9: Coca-Cola Enterprises: Enabling Customer Stewardship Through
               Business Intelligence
               Justin Honaman, Business Process Manager, Coca-Cola Bottler Sales and Service
               In this presentation, Coca-Cola Customer Business Solutions (CBS) will outline three decision-support
               solutions anchored by MicroStrategy. Learn how business and technical interactions supported the build-out
               and deployment of a customer sales dashboard and two management reporting tools. The session will
               address the business needs, the business process gaps, the implementation details, the portal integration
               strategy, and deployment activities. Learn how Coca-Cola managed executive sponsorship, business buy-in
               to change, and global enterprise BI planning.

               Coca-Cola Enterprises Inc. is the world’s largest marketer, distributor, and producer of bottle and can liquid
               nonalcoholic refreshment, and sells approximately 80 percent of The Coca-Cola Company’s bottle and can
               volume in North America.

               Session 10: Verispan: From Dashboards to Data Marts: Delivering the True Measure
               of Healthcare
               Michael Haggerty, Director, Research and Development, Verispan LLC
Track 7




               Verispan has the largest longitudinal patient database in the healthcare information industry. This
               MicroStrategy-based database can track de-identified patients across time, across pharmacies, across
               payers, and across healthcare providers, enabling Verispan to meet the vast majority of client information
               and analysis needs. However, the data volume (two billion Rx claims annually), data complexity, and variety


          18
     of client requirements present many challenges in delivering products quickly, accurately and at low-cost.
     This presentation will outline several of Verispan’s successful MicroStrategy implementations, such as
     building single purpose projects serving client-specific data marts, ad-hoc reporting on large fact tables and
     high cardinality attributes, and highly-customized, client data mart reporting. Several technical solutions will
     be highlighted during this session.

     Verispan, a healthcare informatics joint venture of Quintiles Transnational Corp. and McKesson Corp.,
     provides a broad array of information products and services to the healthcare industry.




8   Customer Best Practices: Advanced Technical Topics

     Session 1: Visa (Inovant): Enhancing Performance in a Federated Data Warehouse
     Environment for Extranet and Transaction Research BI Applications
     Kate Kristensen, VP of Information Services, Inovant
     Since presenting at MicroStrategy World 2004, Inovant’s Information Services Group has made great
     strides to enhance performance in a Federated Data Warehouse environment that has over 50 Terabytes
     of transactional and aggregated data. Data volumes are expected to grow to 100 Terabytes within the next
     year. Over 15 Business Intelligence projects have been built against this Data Warehouse environment,
     including transaction research and extranet-based applications. During this session, Kate Kristensen,
     Vice President of Information Services at Inovant, will describe various performance management
     techniques, including the use of MicroStrategy Enterprise Manager, in the high volume, federated data
     warehouse environment.

     Inovant, with 2,600 employees, maintains, operates, and evolves VisaNet, the world’s largest, most
     sophisticated, and reliable payment system – a system that processes more than 35 billion financial
     exchange transactions each year.

     Session 2: Charter Communications: Versions of the Truth – Using Surrogate Keys
     and Views to Facilitate Versioning
     Michael Perlmutter, DW Manager, Charter
     In order to satisfy both current and a high percentage of future business requirements, Charter
     Communications designed its Enterprise Data Warehouse to record the truth as it happened (“As-was”), and
     to bend the truth to conform historical facts to current dimensions as it was reported (“As-is”). Charter
     accomplished the former by using surrogate keys to tie fact to dimension, and the latter by deriving
     “dimensional current views” to tie fact to current dimension. This session will explain how Charter organized
     and deployed its data to ensure reporting capability across two different versioning schemes – “As-is” and
     “As-was” – within the same MicroStrategy project using surrogate keys and specialized views.

     Charter Communications, Inc., a broadband communications company, provides a full range of advanced
     broadband services to the home, including cable television on an advanced digital video programming
     platform via Charter Digital™ and Charter High-Speed™ Internet service.

     Session 3: Comcast: Market Basket Analysis and Tips for Creating Data Relationships
     Eric DeSimone, Senior Director, Comcast
     Comcast Corporation is principally involved in the development, management and operation of broadband
     cable networks, and in the provision of programming content. Learn how Comcast has been using
     MicroStrategy software in its cable division for three years to track and assess business data across
     functional areas, and providing its managers with greater insight into the Company’s internal operations. This
     presentation will focus on the Company’s desire to go beyond simple list reporting and delve into techniques
                                                                                                                             Track 7-8




     developed to create cross-dimensional reports and perform market basket analysis. This session will also
     touch on some of the successes and failures encountered while trying to change the way people work.

     Comcast is the largest provider of cable and broadband services in the United States, serving more than 21
     million cable television customers and more than seven million high-speed Internet customers.


                                                                                                                        19
               Session 4: Cytokinetics, Inc.: CytoSpace: Integrating Science and BI Technologies
               Paula McMahon, Systems Project Manager, Cytokinetics, Inc.
               Research scientists at Cytokinetics use internally developed and domain specific tools built by Life Science
               Informatics companies to support the dynamic drug discovery research process, with an emphasis on
               handling unique data requirements such as molecular structures, images and genomic sequences. In order
               to integrate the diverse data collected in LIMS (Laboratory Information Management Systems) operational
               stores, Cytokinetics implemented MicroStrategy as the core business intelligence platform for application
               integration and enterprise decision support. Utilizing MicroStrategy, Cytokinetics developed, customized
               and deployed CytoSpace, a diverse portfolio of scientific reports. This presentation will describe how the
               MicroStrategy platform, in conjunction with domain-specific scientific applications and tools, has been
               leveraged to advance the drug discovery process.

               Cytokinetics is a leading biopharmaceutical company focused on the discovery, development and
               commercialization of novel small molecule therapeutics.

               Session 5: eBay: MicroStrategy Project Development Methodology – Foundations
               for Sustainable Growth
               Michael Mansur, eBay; Hernan Asorey, eBay
               Because business and customer needs change rapidly, organizations like eBay must create a flexible
               infrastructure that can quickly adapt their BI solution to accommodate rapid growth and change. A
               methodology should systematically connect the business discovery phases to real design and development.
               This presentation will clearly describe MicroStrategy development in the context of a solid and well-
               structured BI Development Methodology, and will show how that methodology enables well-engineered
               and sustainable BI solutions. This presentation will fill the void between the ubiquitous high-level
               methodologies (analysis, design, code, test, deploy) and pragmatic development using the MicroStrategy
               platform. It will cover various tips and tricks, including MicroStrategy strengths and challenges, proper
               design methods, scalable development environments, change management, and a common business
               definition layer (metadata organization). Finally, lessons learned and needed functionality for the future will
               round out the presentation.

               eBay is The World’s Online Marketplace®, enabling trade on a local, national and international basis. With
               a diverse and passionate community of individuals and small businesses, eBay offers an online platform
               where millions of items are traded each day.

               Session 6: Premier, Inc.: The Abstraction Layer: How to Use MicroStrategy Reports
               with Transactional Databases and Other Data Warehouse Designs
               Shirley Wang, Business Analyst, Premier, Inc.
               Premier, Inc., a strategic U.S. healthcare alliance, provides Web-based reporting solutions to its hospital
               and healthcare system clients that help them make more informed decisions on clinical quality and patient
               safety, business and market strategy, clinical resource utilization, operational performance and productivity.
               In this presentation, learn how Premier’s clients use the MicroStrategy platform to monitor and measure
               their clinical and cost performance. This session will focus on the abstraction layer — the set of views
               created in the data warehouse that the reports use instead of the base warehouse tables — and how it
               has allowed Premier to hide warehouse schema changes from their reports, allowing end users to report
               directly against a transactional database.
               An alliance of not-for-profit hospitals and healthcare systems, Premier, Inc. helps healthcare organizations
               achieve high levels of clinical quality and financial performance.

               Session 7: Bank of Montreal: Using Business Intelligence for Rapid Product
               Re-Design
               Cathy Daniels, Managing Director, Customer Knowledge Management Group, Bank of Montreal
               Bank of Montreal, the BMO Financial Group targets its marketing initiatives by using BI and data mining to
               drive a customer-focused marketing strategy. Learn how BMO uses MicroStrategy to enable its customer
Track 8




               segmentation strategies and personalized marketing campaigns to achieve the greatest impact with
               its resource dollars. BMO is able to achieve quantitative results as they cater products and services to
               customers throughout their lifetime relationship with the bank. The BMO Financial Group was awarded the
               2003 Best Practices in CRM by the Data Warehousing Institute for developing innovative CRM solutions.


          20
BMO Financial Group is one of the largest financial services providers in North America, with assets of $256
billion at October 31, 2003 and 34,000 employees.

Session 8: Ingenix: Leveraging MicroStrategy Narrowcast Server for Automated
Subscription Reporting
Urs Bertschinger, Director, Information Systems, Ingenix
Ingenix recently deployed eServices Customer Reporting System (eCR), a cutting-edge MicroStrategy
Narrowcast Server solution that delivers scheduled reports viewable by its internal and external users
– including health insurers and payers, care providers, large employers, governments and pharmaceutical
companies. From a technology perspective, the solution involved building a custom interface, custom
subscription book, custom user/security model interface and integration with the company’s application
processes. In this presentation, learn how Ingenix and MicroStrategy developed and deployed a streamlined
solution focused on providing information quickly and easily to a broad customer base. Gain insight on
how Ingenix fully engaged the MicroStrategy organization to help design the technology solution to meet
their unique requirements as well as implement the solution in a staged fashion to meet organizational
needs. The result: enhanced customer satisfaction and customer retention for external customers and staff
efficiencies and productivity gains for internal staff.

One of the industry’s largest health information companies, Ingenix provides products and services to a
diverse customer base within the healthcare community.

Session 9: University of Texas M.D. Anderson Cancer Center: MicroStrategy Tools
Aid Cancer Research – Managing Complex Data Tables for Multi-dimensional
Analysis
Dr. Stuart Zimmerman, Research Professor of Biostatistics and Applied Mathematics, and Special Advisor to the Chief Academic
Officer for Research Databases, The University of Texas M. D. Anderson Cancer Center
At the nation’s leading cancer center, MicroStrategy empowers researchers with a rapid and powerful
BI reporting tool for important clinical cancer research. The University of Texas MD Anderson Cancer
Center has a number of clinical cancer research databases for researching breast cancer, neuro-oncology,
genitourinary oncology, and clinical cancer prevention. Learn how the Anderson Cancer Center manages its
complex data structures, and provides its user community with an intuitive, Web-based reporting application
to analyze patient and clinical trial data contained in various Oracle databases. This presentation will address
how the Anderson Cancer Center is currently expanding its data reach to a wider user audience that
includes not only research fellows, doctors and residents, but is also empowering another tier of hospital
staff -- research nurses and other hospital staff – to get answers to simple, ad hoc queries without the need
to write PL/SQL code.

The University of Texas M. D. Anderson Cancer Center is one of the world’s most respected centers
devoted exclusively to cancer patient care, research, education and prevention, and is ranked among the
nation’s top two cancer hospitals in U.S. News & World Reports “America’s Best Hospitals” survey since
its inception 13 years ago.

Session 10: Redecard: An Enterprise Data Warehouse Focused on Business Results
Sergio Santos, Data Warehouse Manager, Redecard Brazil
Implementing a data warehouse is a demanding feat for most companies to stay ahead in the market,
and creating a decision-making environment is even more demanding – and essential. At Redecard, a
financial credit card company based in Brazil, 45% of their employees extensively use their MicroStrategy-
based data warehouse, which enables 300 users to run approximately 25,000 reports each month. In this
presentation, Redecard will describe their challenges, solutions, achievements and the BI implementation
process, as well as provide examples of business best practices using the MicroStrategy-based Data
Quality and Control Panel. In the latest user satisfaction poll, Redecard’s business intelligence achieved a
“high satisfaction” rating among 85.7% of the users who were interviewed.
                                                                                                                                    Track 8




Redecard, a credit card company in Brazil, holds 45% of Brazil’s market share, and has 700 employees and
800,000 clients. Redecard was honored with “Best Services” in Brazil for 4 consecutive years.




                                                                                                                               21
               9   Customer Best Practices: Enterprise-Wide Solutions

                    Session 1: Hallmark Cards: Employing BI Project Development Best Practices:
                    Leveraging Requirement Gathering Techniques
                    Jerry Roe, Senior Technical Analyst, Data Architecture, Hallmark Cards, Inc.
                    Is your methodology well-suited for developing BI applications? Are you building reports or delivering BI
                    applications? Are you doing a design or following the stir-until-done approach? In this presentation, learn
                    how Hallmark addressed some of the gaps in their requirements gathering techniques. By following good
                    requirement gathering techniques, Hallmark has gained a clearer understanding of their deliverables and
                    improved project estimates, resulting in a better design for the enterprise. Hallmark project team members
                    who don’t have MicroStrategy experience, such as DBAs and ETL Developers, find it easier to participate
                    in the overall design of MicroStrategy BI Applications. Learn how Hallmark brings more people up the
                    development learning curve with their improved methodology deliverables.

                    Hallmark Cards is the leading greeting card manufacturer and retailer with over 42,000 US retail stores.

                    Session 2: Intel: Best-Known Methods for BI Project Development
                    Derek Wolfe, Business Intelligence Solutions Manager, Intel
                    Often times, business intelligence and data warehouse projects struggle, not with the technology they are
                    implementing, but rather with the processes and procedures they utilize to deliver the technology. In this
                    session, Intel will present some specific and tangible best-known methods and tools that Intel’s Business
                    Intelligence Application Development teams have created over the last several years. Some of these items
                    include: requirements gathering processes and templates; enterprise application development guides for BI
                    development; project organizational models and project status processes; organizational competency center
                    training and certification approach.

                    For 35 years, Intel Corporation has developed technology enabling the computer and Internet revolution
                    that has changed the world. Today, Intel supplies the computing and communications industries with
                    chips, boards, systems, and software building blocks that are the “ingredients” of computers, servers and
                    networking and communications products.

                    Session 3: Lowe’s Companies, Inc.: How to Get your BI Applications to Answer the
                    Real Business Questions
                    Todd Norris, Manager of Decision Support Services, Lowe’s Companies, Inc.
                    Do your users understand how to get the most out of all the features available in your OLAP application,
                    or are they simply taking tired, old report formats from legacy applications and having you rework them to fit
                    in with your shiny new tools? Lowe’s Companies knew its users were not making the connection, so they
                    reinvented their methodology to address the issue. See before and after proof showing what a difference
                    the right question makes. This session will include real meat-and-potato examples and a demonstration
                    illustrating how you can truly leverage all the functions of MicroStrategy Web and MicroStrategy Desktop
                    to show your users answers to their business questions that exceed their expectations. The decision
                    support role has evolved to become the bridge between the business questions and the latest OLAP tools.
                    This session will show you how to take your business users beyond their current definition of BI.
                    With fiscal year 2003 sales of $30.8 billion, Lowe’s Companies, Inc. is a FORTUNE® 50 company that serves
                    approximately 10 million customers a week at more than 1,000 home improvement stores in 45 states.

                    Session 4: MetLife: Creating a MicroStrategy “Center of Excellence” for the
                    Enterprise
                    Andrew M. Fink and Amita Rana, MetLife
                    Each MetLife business area/franchise has defined its own sales tracking systems with different reporting
                    tools. In this presentation, MetLife will explain how it centralized and obtained one consistent view of its
                    data, while leveraging a team of experts with one reporting tool and environment. Attendees will learn how
Track 9




                    MetLife is creating a technology center of excellence around MicroStrategy to provide business intelligence
                    needs for its field users, distribution managers, product managers, and senior managers. Gain first-hand
                    expertise on the approach and benefits to building a center of excellence, including the team structure and
                    architecture created to support over 5,000 field and home office users. MetLife is leveraging this center of
                    excellence to not only support existing business areas on the BI environment, but also to create multiple


          22
complex data marts for new business areas. MetLife is currently in its third year of developing business
intelligence applications with the MicroStrategy platform.

MetLife, Inc., through its subsidiaries and affiliates, is a leading provider of insurance and other financial
services to individual and institutional customers.

Session 5: Wells Fargo: Deploying MicroStrategy to Increase the Value of Online
Sales and Marketing Intelligence at Wells Fargo
Lucia Ronquillo, Technology Manager, Online Sales and Marketing Decision Support, Wells Fargo Bank
Wells Fargo’s Internet Services Group (ISG), responsible for the company’s website WellsFargo.com,
is using MicroStrategy to drive and optimize various sales, marketing and operational initiatives. In this
presentation, Wells Fargo will discuss reporting and analysis applications that have been implemented by
ISG, including: 1) leads follow-up projects for online mortgage and private client services applications, 2)
business and campaign metrics analysis, 3) customer profiling, 4) dashboards for web channel management
and online investing management, 5) web traffic and operational analysis and 6) sales pipeline.

Session 6: TRX: Deploying a 10,000 User Extranet Application
Jason Gabor, Senior Manager, Development, TRX Inc.
The DATATRAX Information Management solution, one of five TRX solutions, manages post-travel and
financial data records. It consolidates, enhances, extracts, warehouses, and reports on information that
helps travel companies and financial institutions leverage global data. MicroStrategy anchors the DATATRAX
reporting tool, providing TRX clients and their customers with online access to richer, valuable information.
This presentation will address TRX’s 10,000 user extranet deployment for the financial services arena. TRX
will discuss the accomplishments and challenges with regards to complex user management, 24/7 support,
security, rapid development, end user training and adoption, and scalability.

TRX provides data processing services to leading travel companies and financial institutions around the
world. With an expert combination of people, processes, and technology, TRX is a strategic business
partner for the world’s travel and financial services leaders.

Session 7: Meredith: Analyzing Campaign Responses with MicroStrategy
Julie Liggett, Senior Business Analyst, Meredith Corporation
Meredith Corporation distributes over 60 million direct mail pieces each year. They were using an outdated,
home grown system to monitor and analyze the results of these marketing efforts. To enhance the ability
to manage and analyze marketing campaigns, Meredith implemented its first MicroStrategy business
intelligence project. This session will describe how the project team built a compelling business case and
the strategies used to gain end user acceptance of the new technology. In addition, some of the obstacles
encountered during and subsequent to implementation will be discussed. This presentation will also discuss
Meredith’s evolution from detailed, operational reports to higher level, summarized reporting.

Session 8: US Postal Service: Using Enterprise Manager to Manage the Growth
and Performance of the Enterprise Data Warehouse
Brent Ramsey, MicroStrategy Service Manager, United States Postal Service (USPS)
In this past year, USPS deployed an Enterprise Data Warehouse (EDW) that integrates its accounting, retail,
supply chain and operations data, with MicroStrategy as the standard reporting tool. During this time, the
MicroStrategy user community expanded from 400 to 3,000 users a day and report executions grew from
5,000 to 40,000 per week. In addition, eight new projects were introduced into the environment from
various development efforts throughout the USPS. Because of the rapid expansion, managing consistent
performance and communicating growth was essential to user acceptance. At this presentation, learn how
Enterprise Manager reports are used to effectively gauge data warehouse reporting performance, trends,
regressions, and identify potential performance issues. Recipients of these reports range from corporate
executives who receive a daily performance summary to report development teams who concentrate
on individual report performance issues. In this session, the key reports used for managing growth and
performance of the EDW environment will be reviewed, along with specific examples of how these reports
                                                                                                                      Track 9




were used to identify performance issues.

With annual revenues of more than $68.9 billion, the U.S. Postal Service, in operation since 1775, is the
world’s leading provider of mailing and delivery services, delivering more than 46 percent of the world’s mail


                                                                                                                 23
                        volume – some 202 billion letters, advertisements, periodicals and packages a year – and serving seven
                        million customers each day at its 40,000 retail locations nationwide.

                        Session 9: Ahold Information Services: Effective Category Management Reporting
                        with MicroStrategy
                        Eric Butrick, Application Development Manager, Ahold
                        Category Management provides retailers like Ahold insight into merchandise performance by product,
                        category, store, geography and vendor. Understanding which products and categories are selling well and
                        which are selling poorly allows managers to optimize their product mix, ensure inventory levels are appropriate,
                        and offer specific product selections demanded locally by consumers. In this presentation, learn how Ahold
                        practices category management to grow its sales and margin, and uses MicroStrategy to support the multi-
                        store business operations in the category management tactics of assortment, shelving, pricing, promotion and
                        micro-marketing. This session will appeal to both business managers and developers, as it will demonstrate
                        how Ahold performs new-item analysis, share-of-category sales reporting, and technical ‘’how-to’s’’.

                        Ahold is a holding company with subsidiaries and joint ventures that operate leading retail supermarket
                        chains and foodservice companies principally in the U.S. and Europe. In the US, Ahold operations include
                        Stop & Shop, Giant-Landover, Giant-Carlisle and TOPs.

                        Session 10: PPL Corporation: Using MicroStrategy’s Alerting Capabilities to
                        Ensure Sarbanes-Oxley Compliance
                        Jim Furry, PPL Services; and Stan Tantsits, PPL Services
                        PPL Treasury needed a very reliable means to ensure that critical corporate obligations and events (like
                        critical payments or regulatory filings) are met on an ongoing basis. PPL Treasury’s critical events list
                        includes many finance-related payments and filings, as well as key activities for Sarbanes-Oxley 404
                        compliance, such as ongoing management testing of key controls. In this session, learn how PPL used
                        a simple data capture application in conjunction with MicroStrategy Narrowcast Server to implement a
                        highly-reliable alerting system to report on key events and activities. Attendees will gain insight into how
                        a very generic application with limitless applicability can be built using MicroStrategy and other common
                        technologies to manage ‘’missed event risk’’ at any organization.

                        Headquartered in Allentown, Pa., PPL controls more than 12,000 megawatts of generating capacity in the
                        United States, sells energy in key U.S. markets, and delivers electricity to nearly five million customers in
                        Pennsylvania, the United Kingdom and Latin America.




                  10   Enterprise Partners: The Business Intelligence Spectrum

                        Session 1: Teradata: Leveraging Business Intelligence and Analytics through EDW
                        for Increasing Profitability
                        Ron Swift, Vice-President, Strategic Customer Relationships, Teradata
                        Companies that implement and master business intelligence strategies are actually investing in
                        understanding and optimizing the economics of their data resources. Forward-thinking information
                        strategies and investments lead to improved value that, in turn, drives new profitability. This session
                        focuses on the integration of information into the spectrum of business processes that affect the firm’s
                        external activities. This presentation will also highlight advanced and real-time decision-making that drives
                        profitability across the organization. You will hear the key lessons learned, with examples from leading
                        analytical DW/BI implementations where the results have improved marketing, supply chain management,
                        financial reconciliation and management, resource allocations, decisioning and customer relationships – all
                        to the bottom line.
Track 9-10
 Track 1




                        Session 2: IBM: Extracting Business Value From Business Intelligence Solutions
                        Richard Hale, Worldwide Business Intelligence Data Mining Team, IBM; and Mario Passalacqua, Director of Worldwide Business
                        Intelligence Sales, IBM
                        Business Intelligence is evolving – moving away from traditional data warehousing to the broader delivery


             24
of high-value solution frameworks that address business problems. For example, the value of data mining
is well known, but its complexity has relegated it to back-office, specialized use. MicroStrategy and IBM are
working together to change this. MicroStrategy has built interfaces to IBM’s new Easy Mining procedures
– allowing solutions like market basket analysis, customer segmentation and promotion targeting to be
implemented for business analysts. This session will use real customer examples to demonstrate how
merging analytics with presentation-quality reporting delivers THE key to extracting Business Value.

Session 3: Sybase: DODS – A Real Solution for Real-time Analytics
Kapi Attawar, Senior Director, Sybase Worldwide Partner Group
Rigid, costly and overloaded operational environments restricting timely access to key business data
– sound familiar? Sybase and MicroStrategy deliver solutions that enable greater leverage of Mainframe,
Unix® and Windows® operational data from any database by off-loading it in real-time into Dynamic
Operational Data Stores (DODS), providing real-time business reporting, analytics and monitoring. This real-
time reporting enables companies to address business problems like fraud, risk analysis, medical claims and
customer churn where large data volumes and large user populations have been a barrier in the past. DODS
substantially streamlines operational systems and improves service levels to the lines of business.

Session 4: Netezza – Ahold: Powering High-Performance Business Intelligence
with Netezza
Brent Buelo, Manager of Data Warehouse Services, Ahold Information Systems
Find out how companies like Ahold enjoy a 10-50x performance improvement with the MicroStrategy
Business Intelligence Platform powered by the Netezza Performance Server® (NPS) system. Ahold is a
leading food provider with six U.S. retail operating companies running more than 1,600 stores along the
eastern seaboard. The BI-LO, Bruno’s Giant, Tops, Stop & Shop retail stores and the Peapod e-commerce
site, serve approximately 20 million customers every week. Brent Buelo of Ahold will discuss the selection
and integration of the Netezza Performance Server system as the EDW at Ahold. He will also explain
how the combination of the NPS system and the MicroStrategy platform has helped Ahold leverage their
terabytes of dynamic customer data to drive ongoing customer interactions – and how the results have
impacted their bottom line.

Session 5: TBD

Session 6: Ascential – Data Integration: The Foundation for Successful
MicroStrategy Deployments
Will Reilly, Industry Marketing Manager for Retail and CPG, Ascential
Successful data warehouse and business intelligence deployments depend on assembling vast amounts
of data from multiple source systems. In this session, Ascential will describe how its Enterprise Integration
Suite is used to support significant MicroStrategy deployments across industries. Learn how Ascential
delivers improved time to value for MicroStrategy project teams by automating complex underlying
integration processes, ensuring high quality data is delivered to the data warehouse in a timely manner. The
presentation will be supported with a number of case studies, outlining the ‘what, how and why’ behind
deployments of this important enabling technology.

Session 7: HP: 64-bit Computing and Itanium 2 for Business Intelligence
Jeff Krenek, Senior Technical Consultant, HP
This session will discuss the advantages of 64-bit computing over smaller data models, with a focus on
the advantages for BI applications and deployments. Additionally, it will discuss details of HP’s Itanium 2
systems and the advantages over traditional architectures. Attendees will gain an understanding of how 64-
bit computing and HP’s enterprise systems are designed to optimally handle the growth in BI workloads.

Session 8: MapInfo: Business Intelligence + Location Intelligence = The Ultimate
Decision Tool for the Enterprise
Mark Snow, Field Marketing Director, Cox Communications; and Jon Winslow, Director of Product Marketing, MapInfo
                                                                                                                        Track 10
                                                                                                                              1




It is estimated that over 80% of all data generated has a spatial (location) component. This session will
demonstrate how to add state-of-the-art geographic visualization and analysis tools to a MicroStrategy
business intelligence software solution. Learn how the MapInfo Location Component, an “out-of-the-box”
solution, can enhance ROI by leveraging the untapped location component of business intelligence data.


                                                                                                                   25
                         Distribute sophisticated reports across an enterprise with highly functional, bidirectional geographic querying
                         and visualization tools. Gain powerful insight into every aspect of an organization, customers and markets,
                         for a significant competitive advantage. Examine current behavior, help predict future trends, track assets,
                         resolve infrastructure build-out issues and maximize sales and marketing effectiveness across a wide range
                         of industries, including telecommunications, insurance, financial services, retail and the public sector.

                         Session 9: Sun Microsystems: Outperform competition with Breakthrough Business
                         Performance Management Solutions from MicroStrategy and Sun Microsystems
                         Cyrus Golkar, CXO Business Intelligence, Data Warehousing, Sun Microsystems
                         This session discusses Sun’s comprehensive approach to accelerating deployments of secure Business
                         Performance Management solutions for business agility, while reducing implementation costs and complexity.

                         Session 10: TBD




                   11   Enterprise Partners: Best Practice Deployments

                         Session 1: Cognizant: Business Intelligence Consolidation – What is the best way?
                         Karthik Krishnamurthy, North America Data Warehouse Manager, Cognizant
                         The biggest challenge facing many large enterprises in moving towards an analytical corporate mindset
                         is how to effectively manage the data growth in different environments. Multiple, isolated, departmental
                         BI initiatives combined with Mergers & Acquisitions result in a proliferation of BI tools across enterprises.
                         Total cost of implementation, maintenance and training exponentially increases with each tool and drives
                         the need for a standardized analytical platform across the enterprise. This platform should also gracefully
                         accommodate the growth in the size of the user community and volume of data to be analyzed. Cognizant
                         advocates a unique metadata-based automation approach that can dramatically simplify the process of BI
                         consolidation and drive down conversion costs and complexities.

                         Session 2: Dataspace: The Data Warehouse Hall of Terror: Horror Stories from
                         the Field – and How to Avoid Them
                         Benjamin Taub, founder and CEO, Dataspace
                         Data warehouse author Benjamin Taub will discuss the most horrific data warehousing situations he has
                         encountered. He will draw on his 15 years of data warehousing and business intelligence experience
                         at some of the world’s best known companies. Take these best practices and lessons learned back
                         to your company. Ben will present a free iPod to the attendee who submits the best tale of woe to
                         btaub@dataspace.com. Don’t miss this chance to learn from the experience of others.

                         Session 3: IBM BCS: Accident Reporting and Analysis System Using Microstrategy
                         – a Case Study
                         Adam Crafton, Partner, IBM Business Consulting Services
                         In this session, IBM Business Consulting Services will discuss a MicroStrategy implementation for a Motor
                         Vehicle Traffic Accident Reporting Project at a large state government agency – the Department of Public
                         Safety and Transportation. This project was designed to analyze crash information as it related to geographic
                         location, people, vehicles, road and weather conditions as well as injury and crash severities. Analysis
                         of this data is providing the state further insight and access than has ever been available before. The
                         MicroStrategy solution will be discussed as well as the implementation, results and lessons learned during
                         the deployment process. Finally, the MicroStrategy application will be demonstrated.

                         Session 4: TBD
Track 10-11




                         Session 5: High Impact Technologies: CPM with MicroStrategy 8 – “Delivering
                         Performance Management and Real-Time Analytics for Alliance Surgery”
                         Tom Dennis, Director, High Impact Technologies; and Glen R. Pridgen, Vice President of Technology, Alliance Surgery Inc.
                         Performance Management systems today are dominated by financial indicators such as operating
                         expenses, gross charges and average length-of-stay. Effective Performance Management must emphasize


              26
both financial and non-financial measures in a cause and effect way if objectives are to be achieved.
High Impact Technologies is providing Alliance Surgery with a comprehensive, RFID-ready, HIPAA compliant
BI solution that combines Business Activity Monitoring, Tactical Performance Management and Strategic
Reporting against a post-relational clinical system. Hear how you too can link strategic objectives to your
high-performing operations.

Alliance Surgery develops, owns and operates ambulatory surgery centers and surgical hospitals, in
partnership with physicians throughout the U.S.

Session 6: Claraview Panel: Strategies for Comprehensive System Monitoring
and Performance Management – A Panel Discussion featuring Lowe’s Companies
and FedEx
Sid Banerjee, President and CEO, Claraview, Inc.; Todd Norris, Enterprise Manager, Decision Support Services, Lowe’s Companies;
and Leo Vinitsky, Manager, Enterprise Decision Support, FedEx
How can I optimize the performance of my BI system to maximize user satisfaction while lowering total
cost of ownership? How do I ensure that my performance management strategy incorporates all aspects of
my business intelligence system? How can I use metrics to track and improve my system’s performance?
In this session, Claraview will present a performance management methodology for addressing these and
many more performance issues followed by a panel discussion where Lowe’s Companies and FedEx will
provide real-life examples. There will also be an opportunity for the audience to ask the panel questions.

Session 7: Intel: Integrating BI and Portal Solutions at Intel Corporation
Mike Danies, Application Programmer, Intel Corporation; and Daniel Murphy, Information Services and Technology Product
Manager, Intel Corporation
The Finance community at Intel increasingly accesses content and tools via a line-of-business portal. In a
highly data-driven environment, business intelligence software is at the core of many Finance roles and their
associated business processes. Melding the capabilities of portal software and MicroStrategy BI provides a
more streamlined and productive end-user environment. In this session, you will learn how Intel integrated
these solutions and abstracted platform capabilities to effectively map them to different usage models
across the Finance community. The technical challenges and Intel’s solutions for integrating multiple BI
applications into different portal platforms will be discussed. The solution presented includes .Net, Web
Services, Java, XML, and SQL Server components.

Session 8: TRX: Zero to Large Scale in 120 Days – A TRX/Citibank Case Study
Christopher Brittan, Vice President, Solutions Strategy, TRX
In 2003, TRX and MicroStrategy partnered to enable Citigroup, the largest financial services company in the
world, to expand its presence in the commercial corporate card market through the delivery of enhanced
card and travel data to its corporate clients. Learn how TRX leveraged the MicroStrategy solution to convert
a one-time project into a new business intelligence market opportunity. Gain insight into how TRX provides
Citibank with enhanced data by combining supplier and financial records into a more valuable record – and
then delivers flexible reporting capabilities through the MicroStrategy solution to more than 100 of the largest
corporations and government agencies in the world.

Session 9: Angel.com: Make Your Data Speak – How to Profit from Speech
Recognition and IVR Access to Customer Data
Michael Zirngibl, President, Angel.com
Every day, enterprises are bombarded with tens of thousands of calls from customers seeking the
most basic of information. Although much of that information already resides in your CRM systems and
data warehouses, many of the calls are still handled by expensive live operators. To solve this problem,
intelligent enterprises are moving towards automated solutions that utilize Interactive Voice Response (IVR)
to answer common customer inquiries. In this session, Angel.com outlines how its unique approach to IVR
enables customers to leverage their existing investments in CRM and data warehousing to automate call
                                                                                                                                       Track 11




center traffic and experience immediate ROI.

Session 10: TBD




                                                                                                                                  27
 Session Speakers
     Hernan Asorey, Senior BI Architect, eBay
     Hernan Asorey has been working in the Data Warehouse and BI space for the last 10 years, helping
     companies in Telecommunications, Retail, Pharmaceutical and Banking verticals, such as Telecom
     Argentina, Telefonica Argentina, Telecentro Sul in Brazil, Danone Group, Mercedes Benz Leasing, Ahold
     Group, Johnson & Son, Bristol Myers Squibb, Unilever, Pao de Azucar, Shell, etc. He was also the MIS
     Manager for Shell Latin America, the Education Manager for MicroStrategy Latin America and the
     Professional Services Director for MicroStrategy South Region. Mr. Asorey is currently the Senior BI
     Architect at eBay where he has served since January of 2004.

     Kapi Attawar, Senior Director, Sybase Worldwide Partner Group
     Kapi Attawar has over 17 years of high technology international executive experience. He held executive
     positions in marketing, sales and consulting worldwide with Hewlett-Packard. During business intelligence’s
     formative years he led an HP team that pioneered Data Warehousing in the UK and Europe.

     Sid Banerjee, President and CEO, Claraview, Inc.
     Sid Banerjee is President and CEO of Claraview, Inc., a 100 person business intelligence and data warehousing
     consulting firm with broad coverage across the entire US and clients spanning government and multiple
     commercial sectors. Prior to Claraview, Sid was the VP of Worldwide Professional Services at MicroStrategy.

     Dena Berkin, Report Developer, Southern California Edison
     Dena Berkin has been working as the primary report developer for the financial data application at SCE. She
     has played a lead role in the MicroStrategy implementation of Web and Narrowcast server and is
     responsible for end-user training.

     Terry Berman, Senior Program Manager, MicroStrategy
     Terry Berman has been with MicroStrategy since 1999 and is the Program Manager responsible
     for MicroStrategy Intelligence Server Universal Edition. In this role, he is responsible for the development of
     MicroStrategy Intelligence Server Universal Edition on 64-bit operating systems such as IBM AIX, Sun
     Solaris, HP-UX, Linux 64-bit and Windows for 64-bit. Prior to joining MicroStrategy, Terry worked in the
     professional services group at TIBCO Inc. He holds a MS in Computer Science from The American
     University and a BS in Electrical Engineering from Temple University.

     Urs Bertschinger, Director, Information Systems, Ingenix
     Urs Bertschinger is responsible for the development activities related to the Ingenix Employer Solutions
     product line. In this role, he is charged with managing the architecture, design, implementation and ongoing
     enhance-ment and maintenance of the Parallax i and eCR BI solutions aimed at Fortune 500 customers.
     Prior to joining Ingenix, he held senior management positions at Silicon Valley and Northeast technology
     companies after starting his career at IBM. Mr. Bertschinger holds a Bachelor’s degree in Computer Science
     from the University of California at Berkeley, and an MS in Computer Science from Stanford University.

     Adam Biegeleisen, Program Manager, MicroStrategy
     Adam is a Program Manager for MicroStrategy SDK and has been with MicroStrategy since 1999. His focus
     is on enabling and facilitating simple, maintainable, and successful customizations and ensuring the constant
     evolution of the SDK to meet customer needs. Prior to joining MicroStrategy’s Technology group, Adam
     educated MicroStrategy’s worldwide partner and customer base as well as customer-facing employees in
     various technical topics throughout the world. Adam has a dual Bachelor of Science degree from Rensselaer
     Polytechnic Institute in Electronic Media, Arts, and Communication and Biochemistry/Biophysics.

     Jim Breslin, Manager, IT Reporting Group, Sprint
     Sprint is a global integrated communications provider serving more than 26 million customers in over 100
     countries. Jim Breslin has worked on both the business and technical sides of the decision support fence.
     As financial analyst for Sprint, he used several of their earlier attempts at business intelligence applications.
     When Sprint started to develop applications using MicroStrategy, they brought together a team of both
     business and IT professionals. Today, Mr. Breslin manages Sprint’s IT reporting group utilizing MicroStrategy
     in conjuncture with Teradata, Oracle, SQL Server and Informix.


28
Brian Brinkmann, Director, Product Management, MicroStrategy
Brian is a Director of Product Management for the MicroStrategy Business Intelligence Platform,
responsible for all aspects of product strategy, product marketing and business development. Previously,
Brian worked as a Senior Consultant for MicroStrategy in San Francisco. Brian has a MBA from the Kellogg
School of Management, Northwestern University, and Bachelor of Electrical Engineering.

Christopher Brittan, Vice President, Solutions Strategy, TRX
As Vice President, Solutions Strategy, Christopher Brittin focuses on extending and applying TRX
technologies and services to new customers and market opportunities, with a particular focus on data
integration, management and reporting. Mr. Brittin joined TRX as a result of the company’s 1999 acquisition
of International Software Products (ISP), a provider of reporting solutions to the corporate travel
marketplace. Prior to joining ISP, where he served as President, Mr. Brittin was a co-founder and Vice
President of Virginia Software, a software and data management consulting firm for the student loan
industry. Mr. Brittin received a Bachelor of Science in Mathematics from George Mason University.

Brent Buelo, Manager of Data Warehouse Services, Ahold Information Systems
Brent Buelo is the Manager of Data Warehouse Services at Ahold Information Systems, a leading nationwide
food provider. Brent has been with Ahold Information Systems for seven years and is focused on overall data
warehouse architecture, ETL and data modeling activities, as well as MicroStrategy administration.

Cuong Bui, Program Manager, MicroStrategy
Cuong is the Program Manager for MicroStrategy Intelligence Server and has been with MicroStrategy
since 1999. His focus is on features such as caching, history list and scheduling. Prior to joining the
MicroStrategy Intelligence Server team, he authored the MicroStrategy Tutorial product demonstrations.
Cuong holds a Master’s degree from MIT and a Bachelor’s degree from Ecole Centrale Paris.

Pilar Bullis, Product Manager, MicroStrategy
Pilar joined the Product Management team in 2004 after more than six years in MicroStrategy Consulting,
where she worked with customers from a variety of industries in Spain and the United States. Pilar joined
MicroStrategy after she graduated from Universidad Complutense de Madrid, Spain with a BS in Physics.

Eric Butrick, Application Development Manager, Ahold
Eric Butrick is the Application Development Manager responsible for the on-line BI reporting environment of
Ahold’s data warehouses. In this role, he is charged with managing the standard and ad-hoc reporting
environment to ensure that the Marketing and Merchandising, CRM, and Supply Chain’s analytical needs
are being met. Mr. Butrick joined Ahold Information Services in 2000 and has over 10 years of Retail Data
Warehouse experience. He holds a BA in Economics and Computer Science from DePauw University.

Scott Cappiello, Senior Program Manager, MicroStrategy
Scott is a Senior Program Manager in MicroStrategy Technology and has been with MicroStrategy since
1995. Scott has played a lead role in numerous MicroStrategy product releases from DSS Server 5.5
through Micro-Strategy 7i and beyond. He has also served as a consultant and consulting manager for
MicroStrategy, gaining invaluable experience from dozens of implementations of business intelligence
systems. Scott holds an MS in Engineering-Economic Systems from Stanford University and a BS in
Computer Engineering from Virginia Tech.

Franklin Cate, Product Manager, MicroStrategy
Franklin is the Product Manager responsible for the technical direction of MicroStrategy Web, Web
Universal and Report Services. Franklin has been with MicroStrategy since 1998 and in Product
Management since 2000. Prior to joining Product Management, Franklin worked in MicroStrategy’s
Consulting and Technical Support organizations. Franklin graduated from Princeton University with a degree
in Politics.

Bala Chandran, Product Manager, MicroStrategy
Bala is the Product Manager for MicroStrategy Desktop and MicroStrategy Architect. Prior to joining Product


                                                                                                              29
     Management, Bala was a senior consultant with MicroStrategy implementing custom BI solutions across a
     number of verticals. He holds a MS degree in Mechanical Engineering from Penn State University.

     Reid Chisholm, R.H. Donnelley
     Reid Chisholm provides economic and statistical analysis within the Marketing Department at RHD and is
     responsible for customer- and product-level analysis. Mr. Chisholm holds a JD and an MS in Economics
     from the University of North Carolina at Chapel Hill, and prior to joining RHD, he served as an Assistant
     District Attorney in Charlotte, North Carolina, and a Research Assistant at Duke University.

     Adam Crafton, Partner, IBM Business Consulting Services
     Adam has worked with government agencies for the past decade designing and implementing business
     intelligence solutions that enable users and executives to leverage data for decision making. Mr. Crafton’s
     expertise extends from financial and human resource solutions to working with police agencies to better
     understand crime trends, patterns and forecasting.

     Cathy Daniels, Managing Director, Customer Knowledge Management Group,
     Bank of Montreal
     BMO Financial Group is one of the largest financial services providers in North America. Over the past six
     years, Cathy Daniels has built and led the group responsible for customer analysis and database marketing.
     Key areas of focus have been the development of the Bank’s customer segmentation and profitability
     schemes, evolving to CRM strategy and implementation. She has more than 20 years experience in retail
     banking, including extensive front-line sales management, and marketing management responsibilities for
     the Bank’s Everyday Banking business.

     Eric De Roos, Senior Product Manager, Product Management, MicroStrategy
     Eric is a Senior Product Manager for the MicroStrategy Business Intelligence Platform and is responsible for
     overall platform strategy and direction. Eric has nearly 10 years of experience working with MicroStrategy
     products as an independent software vendor, MicroStrategy Consulting Manager, and Product Manager of
     MicroStrategy Agent/Desktop, Architect, and Administrator. He has extensive experience in software
     development, consulting and management and has served on the board of two technology companies.

     Jochen Demuth, Product Manager, MicroStrategy
     Jochen is a Product Manager for MicroStrategy Intelligence Server, MicroStrategy Narrowcast Server and
     MicroStrategy Administrator. Prior to joining the Product Management, he worked with numerous
     customers on three continents as part of the Professional Services team. Jochen joined MicroStrategy after
     he graduated from Technical University in Berlin, Germany with a Master’s Degree in Computer Science.

     Tom Dennis, Director, High Impact Technologies
     Tom Dennis has experience deploying solutions in business intelligence, supply chain, logistics and ERP. For
     over 25 years, he has worked with clients throughout North America, Latin America, and Europe in the
     Consumer Products, Healthcare, and Retail industries. Previously, Tom was a Principal with Kurt Salmon
     Associates and led the IT practice in the southeast.

     Eric DeSimone, Senior Director, Comcast
     Eric DeSimone is a senior director responsible for managing a data warehouse at Comcast Cable
     Communications, a division of Comcast Corporation. In this role, Eric has overseen the development of the
     Comcast Data Warehouse and has architected the roll-out to 100 cable systems and call centers encompassing
     nine million customers and 15 million homes. Mr. DeSimone joined Comcast in 1988 as a financial analyst in
     the cable division where he co-developed a zero-based budgeting program and customer tracking database, the
     Company’s first two enterprise-wide relational database applications. Mr. DeSimone holds a BS in Mathematics
     and Finance from Carnegie Mellon University, and an MBA in Finance from Lehigh University.

     Jane Dwyer. Product Manager, MicroStrategy
     Jane is the Product Manager responsible for extending analytical application development on the
     MicroStrategy platform through field and partner involvement. Jane works closely with Corporate
     Performance Management initiatives and has been with MicroStrategy since 1998. Working in operations
     and finance, Jane gained a true end user’s appreciation for enterprise reporting and analysis on the
     MicroStrategy platform. She is a Certified Business Intelligence Consultant. Jane received her MBA from
     the McDonough School of Business at Georgetown University and her BA from Northwestern University.




30
Andrew M. Fink, Senior IT Officer, MetLife
Andrew Fink is a senior IT officer responsible for the technology areas supporting Individual Business Sales
Reporting and Enterprise Compliance. In this role, he is charged with building and supporting a
MicroStrategy center of excellence to support the sales reporting needs of multiple business areas within
MetLife. Prior to joining Metlife in 2001, he spent over 12 years in the IT services market. He held senior
level technology positions at consulting/service providers including Breakaway Solutions, Cambridge
Technology Partners and Andersen Consulting. Mr. Fink specialized in CRM and E-commerce solutions
utilizing applications like Baan, SAP, Clarify, Vantive, Siebel, etc. He received his BA in Operations Research
from The University of Texas at Austin.

Jim Furry, Senior Manager, PPL Services
Jim Furry is a senior manager responsible for PPL’s domestic cash operations (receivables and payables, cash
receipts and cash disbursements); PPL Treasury’s controls and governance group; and PPL Treasury’s liquidity
information development processes. He is responsible for ensuring that Treasury’s transaction processes are
developed within a control framework that helps to ensure Treasury transaction efficiency and effectiveness.
This responsibility involves an ongoing assessment of relevant technologies to ensure that Treasury business
processes are leveraging available system capabilities to affect improved control and efficiency. Prior to
joining PPL Treasury, he previously served in a leadership role in PPL’s internal audit and information
technology departments. Mr. Furry is a CPA and a graduate of Penn State University with a BS in Accounting.

Jason Gabor, Senior Manager, Development, TRX Inc.
Jason Gabor is a senior manager responsible for all BI implementations at TRX for the DATATRAX
Information Management solution. He is the technical lead charged with developing and implementing BI
extranet applications for TRX. Prior to joining TRX, he was the technical lead for a large scale DOD web
application and was a Senior Developer at Ceridian HR and payroll.

Joydeep Ghosh, Product Manager, MicroStrategy
Joydeep is the Product Manager for MicroStrategy Architect, MicroStrategy Desktop and the MicroStrategy
Evaluation Edition. During his tenure at MicroStrategy, Joydeep oversaw the development of Campaign
Analysis solutions using MicroStrategy 7. Prior to joining MicroStrategy, Joydeep worked for a leading
oilfield services company developing oil and gas drilling and well intervention tools.

Cyrus Golkar, CXO Business Intelligence, Data Warehousing, Sun Microsystems
Cyrus Golkar currently has global responsibility for Sun’s Business Intelligence, Data Warehousing (BIDW)
business. Cyrus is an information technology professional specialized in Enterprise Business Solutions. He has
been an engineer, entrepreneur and a business professional with a unique combination of business and
technical expertise, and 18 years of engineering and marketing experience in the information technology market.

Randi Guerne, Senior Software Engineer, Watkins Motor Lines, Inc.
Randi Guerne is a Senior Software Engineer with the Internet Development Team at Watkins Motor Lines,
Inc. She is the application architect responsible for Customer Web Reporting, built on the MicroStrategy
platform. In this role, she is charged with implementing the technical infrastructure and ongoing development
of the CWR application. Randi holds a BS in Computer Science from the University of Central Florida.

Michael Haggerty, Director, Research and Development, Verispan LLC
Michael is Director of Software Engineering for Verispan’s R&D department. In this role, he is responsible
for new product design and development at Verispan and is a subject matter expert on Verispan’s Vector
One product line. Michael has two years of experience with MicroStrategy on an Oracle data warehouse,
and has a total of 10 years experience with RDBMS’s through his current role at Verispan and previous
positions with Verizon Communications and Andersen Consulting (now Accenture). He holds a BS in
Computer Engineering from Bucknell University.

Richard Hale, Worldwide Business Intelligence Data Mining team, IBM
Richard Hale is a member of IBM’s Worldwide Business Intelligence Team with responsibility of analytics
and data mining. Richard has worked for several database software companies focusing on the use of
stored data to solve business problems. He holds two patents for technology to make data mining easier.

Zach Henderson, Director of Marketing, IMS Health
Zach Henderson is Director of Marketing, responsible for Sales Force Effectiveness at IMS. With eight
years of international experience in the sales, marketing and supply chain segments of the pharmaceutical



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     industry, Mr. Henderson joined the IMS US management team in 2000. In his current role, he is responsible
     for the direction of the company’s sales force effectiveness applications, delivery and consulting offerings.
     Under his direction, IMS assists clients in optimizing the deployment of their sales resources against
     targeted physician segments and ensuring effective territory management that maximizes brand market
     share. He holds an MBA in Marketing from Villanova University, as well as a Bachelor’s degree in Finance
     from Miami University.

     Justin Honaman, Business Process Manager, Coca-Cola Bottler Sales and Service
     Justin Honaman is a Business Process Manager for Coca-Cola Bottler Sales and Service’s Customer
     Business Solutions organization. Justin’s background includes extensive strategic business and technology
     consulting experience in the areas of customer relationship management, marketing planning and
     optimization, and business intelligence. Justin completed tenures at the North Highland Company,
     E.piphany, Inc., and Ernst & Young, LLP prior to joining CCBSS in 2003. As a dedicated community leader,
     Justin serves as a board member for several Atlanta area business, leadership and philanthropic
     organizations. Justin holds an Industrial and Systems Engineering degree from Georgia Tech and a MBA
     from Auburn University.

     Jeff Krenek, Senior Technical Consultant, HP
     Jeff Krenek is a senior technical consultant with HP, assisting partners and customers with product
     development on HP systems. He currently works for the Technical Systems Group managing R&D
     relationships with strategic ISVs. Previously, Mr. Krenek was a technical lead in the HP UX operating system
     lab and also spent a number of years developing applications in customer support and manufacturing.

     Karthik Krishnamurthy, North America Data Warehouse Manager, Cognizant
     Karthik Krishnamurthy is the U.S. Practice Manager for the Data Warehousing and Business Intelligence
     Practice at Cognizant. His role is to help Cognizant’s clients create their BI strategies and draw value from
     their BI investments. He has also provided thought leadership around building large-scale data warehouses
     and drawing business cases for companies like Network Appliance, Amgen and United Health. Mr.
     Krishnamurthy has been a strong advocate of BI being an ongoing portfolio of business capabilities rather
     than just a technology investment.

     Kate Kristensen, VP of Information Services, Inovant
     Kate Kristensen has worked with Information Technology for more then 20 years. For the past decade, she has
     worked for Inovant, the technology arm of VISA, as VP of Information services. She has played a key role in
     integrating data warehouse architecture and OLAP into business. Over 200 information programs are managed
     using Inovant Common Data Infrastructure, which currently manages over 260 Million transactions a day.

     Joël Lebrum, Program Manager, MicroStrategy
     Joël is a Program Manager who has been working with the MicroStrategy Web team for over five years. He
     has been involved in all MicroStrategy Web releases since version 5.5 and joined the MicroStrategy Report
     Services effort early on, mainly focusing on the GUI aspects of the new interfaces. Joël has a Master’s degree
     in Mathematics and Computer Sciences from the Paris IX Dauphine University in France.

     Drew Lettington, Engineering Manager and Program Manager, Pacific
     Technology Center, MicroStrategy
     Drew has over 20 years of experience designing, developing and managing computer software projects. As
     Program Manager and Engineering Manager for MicroStrategy Office, he has spent the last year taking the
     product from a prototype to its initial release. In addition to his work on MicroStrategy Office, Drew
     manages MicroStrategy MDX Adapter at MicroStrategy Pacific Technology Center in Carlsbad, CA.

     Julie Liggett, Senior Business Analyst, Meredith Corporation.
     Julie Liggett (CPA, CIA) is a Senior Business Analyst with Meredith Corporation. She is responsible for the
     development and continued support of the 85MM name Consumer Marketing data warehouse and the
     applications that leverage it. In June of 2003, she successfully in created a business case and obtained
     funding for the creation of a new Consumer Marketing Analysis application. This application integrates BI
     functionality with a web-based data entry application. Mrs. Liggett joined Meredith in October 2001. Prior to
     Meredith, she was a Technical Team Lead for ADP, Inc. Before transitioning into her current field, and after
     obtaining her BS in accounting, from the University of Northern Iowa, she held many positions in the
     Accounting field including Certified Public Accounting, Internal Auditing and several managerial positions.




32
Megan Lordeon, Senior Manager, Strategic Marketing, MicroStrategy
Megan has worked in various strategic and consulting roles in MicroStrategy since 1999. As a consulting
manager, Megan led engagements developing enterprise information management strategies and ROI
analyses in industries including retail, financial services, healthcare, government, manufacturing and
pharmaceuticals. Her work with Fortune 1000 customer executives developed enterprise roadmaps and
ROI analyses for the recommended information management solutions. Megan holds a BA from the
University of North Carolina at Chapel Hill, a Master’s in Public Health Management and an MBA from the
University of Alabama at Birmingham.

Vijay Madhavan, Program Manager, MicroStrategy
Vijay graduated from the University of Maryland, College Park with a MS in Aerospace Engineering and
has worked for MicroStrategy for five years. He began his career as a Quality Engineer and has worked on
the MicroStrategy SQL and Analytical Engines, Desktop and Transactor over a period of four years. He
then tran-sitioned to Program Management and has been responsible for the Enterprise Manager and
BIDK products.

Michael Mansur, eBay
Michael Mansur has been working in the Data Warehouse and BI space for the past 15 years, with over 25
years in IT and industry, working at organizations such as Hughes Aircraft Company, the University of
California, San Diego and NetIQ. He was also a Senior Data Warehousing Consultant for Atos-Origin in
Europe for over two and a half years where he led the technology team to architect, build and deploy the
AMN AMRO Global Commercial Banking Enterprise Data Warehouse. Mr. Mansur is currently the Manager
of BI Solution Development at eBay where he has served since March of 2003.

Paula McMahon, Systems Project Manager, Cytokinetics, Inc.
Paula McMahon is the Program Manager for the CytoSpace project in South San Francisco, CA. With nearly
10 years of experience in drug discovery informatics, she has a wide breadth of expertise in implementing
and integrating enterprise solutions for biopharmaceutical companies. Prior to working at Cytokinetics, Ms.
McMahon helped to pioneer science & technology hybrid groups at Amgen and Bristol-Myers Squibb. She
holds a bachelor’s degree in Molecular and Cellular Biology from Indiana University.

Jitindra Mehra, I.T. Manager, FedEx
Jitindra Mehra is responsible for managing the design, development and support of application systems for
FedEx Human Resources. This includes a Human Resources (HR) Data Warehouse, applications for
corporate safety, corporate training and human resources development. Mr. Mehra joined FedEx in 1995
and has held management positions in application systems development and information technology
operations. He has over 19 years of diverse experience in different IT areas. Mr. Mehra holds a BS in Math
from University of Delhi, India, and a MBA in Strategic Management from Christian Brothers University.

Jill Mertens, R.H. Donnelley
Jill Mertens holds a Master’s Degree in Computer Science from Rensselaer Polytechnic Institute and has
been in the Information Technology industry for over 15 years. Ms. Mertens has served in various
development, sales, marketing and management positions where she is proud to have leveraged creative
technology solutions to drive business improvement.

Monica Morrell, Vice President of Worldwide Education Services, MicroStrategy
Monica is the Vice President of Worldwide Education Services and has been with MicroStrategy for more
than six years. As Vice President of Education, she is responsible for all Corporate Infrastructure programs,
as well as budgets and resources related to the development and delivery of education offerings to
customers, partners and employees worldwide. Monica graduated from James Madison University with a
degree in Marketing.

Wolf Mosle, Quality Engineering Manager, Microstrategy Narrowcast Server,
MicroStrategy
Wolf is responsible for Quality Assurance and Testing of MicroStrategy Narrowcast Server. Wolf has been
with MicroStrategy for seven years and has worked on all earlier versions of Narrowcast Server. He
graduated from the Technical Univerisity of Munich with a MS in Physics and received his PhD in
Theoretical Particle Physics from the University of Karlsruhe.




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     Sawsan Mustafa, R.H. Donnelley
     Sawsan Mustafa is responsible for the BI development team at R.H. Donnelley. In this role, Sawsan
     partners with the business to manage requirements and implementation of data warehousing projects in
     general with emphasis on the business intelligence implementation and training. Sawsan holds a BS in
     Computer Science and Mathematical Statistics with a minor in Accounting from Kuwait University, and has
     completed some graduate classes in Management Information Systems at North Carolina State University.

     Todd Norris, Manager of Decision Support Services, Lowe’s Companies, Inc.
     Todd Norris has been a part of decision support at Lowe’s since they started investing in information
     warehouse technology in 1992 and managed the company transition to Teradata and MicroStrategy in 1998.
     Since Lowe’s Home Centers started using MicroStrategy, Mr. Norris has been active in helping extend the
     reach of the MicroStrategy platform, and his lively presentations at MicroStrategy World always provide
     down-to-earth, practical take-home ideas no matter what the subject. Lowe’s Companies is one of the top
     specialty retailers in the country with over 1,000 stores across the continental US, Alaska and Hawaii, and
     the company considers their investment in BI a key factor in their success.

     Sriram Parthasarathy, Senior Program Manager, MicroStrategy
     Sriram is a Senior Program Manager for MicroStrategy SDK. His responsibilities include managing the
     design and development of integrating MicroStrategy functionality into any application on multiple
     platforms, such as BI Web Services and Portal Integration. He was responsible for the development of CRM
     Web application at MicroStrategy. Prior to his work at MicroStrategy, Sriram developed and managed a
     number of e-commerce sites in retail, financial and healthcare industries and also developed Intranet and
     Extranet applications for Fortune 500 companies.

     Sid Paralkar, Principal Technical Writer, MicroStrategy
     Sid has fulfilled various roles such as program management, quality assurance, documentation and product
     management during his tenure at MicroStrategy. He is spearheading MicroStrategy’s initiative for increasing
     business intelligence awareness within the academic community. Sid holds a Bachelors degree in Engineering
     from University of Mumbai, and a Masters degree in Advertising from University of Illinois at Urbana-Champaign.

     Mario Passalacqua, Director of Worldwide Business Intelligence Sales, IBM
     Mario Passalacqua, Director of Worldwide Business Intelligence Sales for IBM has had multiple assignments
     in IBM specializing in large storage systems and systems management software development. He has also
     led teams specializing in the competitive replacement of systems management and database tools. Most
     recently, he was Executive Assistant to Steve Mills, IBM’s Sr. VP of Software. Mario also holds a MBA in
     Finance from NYU.

     Andrew Patterson, CBIP, Technical Lead, Freddie Mac
     Andrew Patterson is a technical lead within the Information Services Center at Freddie Mac. Andrew’s
     primary role is to help the business area navigate its way through the BI application development process.
     From requirements gathering to data modeling to deployment, Andrew helps educate and foster
     involvement from the business area in the BI process while providing oversight and guidance to the
     developers delivering the solution. Andrew holds a BS in Business Administration and recently received his
     Business Intelligence Professional certification, CBIP, through the ICCP and TDWI.

     Rick Pechter, Director, Pacific Technology Center, MicroStrategy
     Rick is the Director for MicroStrategy’s Pacific Technology Center in Carlsbad, California. Under Rick’s
     leader-ship, the Pacific Technology Center has developed several additions to the MicroStrategy platform,
     including the MDX Adapter and MicroStrategy Office products, as well several other technologies under
     development. He has nearly 20 years experience with BI, data warehousing technologies and enterprise-
     class computer systems.

     Michael Perlmutter, DW Manager, Charter
     In his role as Manager of Charter’s Data Warehouse, Michael Perlmutter is charged with the design,
     development, testing and maintenance of all operational and capital initiatives related to the Charter’s EDW.
     Mr. Perlmutter joined Charter in 2001 as a subject matter expert responsible for their implementation of
     MicroStrategy. Prior to joining Charter, he worked as a field consultant for MicroStrategy based out of
     MicroStrategy’s St. Louis office. Mr. Perlmutter holds a BS in Computer Science and an MBA both from
     Washington University in St. Louis.




34
Glen R. Pridgen, Vice President of Technology, Alliance Surgery Inc.
Before joining Alliance Surgery, Glen Pridgen served as senior IT officer at SURGICOE Corporation. He was
also senior systems administrator with Atlanta-based MEDPREN Corporation. Previously, Mr. Pridgen was a
certified network expert with BellSouth’s NetSource Division.

Brent Ramsey, MicroStrategy Service Manager, United States Postal Service (USPS)
Brent Ramsey is the manager of a group of IT professionals responsible for managing the use of
MicroStrategy throughout the USPS. The responsibilities of his group include management of the
MicroStrategy infrastructure, performance and tuning, and ensuring the proper design of MicroStrategy
projects for the promotion of self-service reporting. Mr. Ramsey has been with the United States Postal
Service for 16 years during which he has held various positions including Database Administrator, Systems
Engineer, and manager of the data acquisition services for the Enterprise Data Warehouse. He graduated
from the University of Tennessee with a BS in Accounting.

Amita Rana, Director, MetLife
Amita Rana is a Director at MetLife responsible for the overall data architecture supporting the Individual
Business Sales Reporting and Enterprise Compliance areas. In this role, she is charged with building the
overall data strategy to support the warehousing and data mart efforts as part of the MicroStrategy center
of excellence. Prior to joining MetLife in 2000, Ms. Rana spent over eight years in various technical team
lead and database development, design and administrator roles at AT&T. She specialized in data architecture
as well as providing direction for implementing standards and deploying methodologies. Ms. Rana received
her MS in Information Management from Stevens Institute of Technology and BS from Rutgers University.

Will Reilly, Industry Marketing Manager for Retail and CPG, Ascential
Will Reilly is Ascential’s Industry Marketing Manager for Retail and CPG. He is responsible for defining
Ascential’s proposition to customers in these industries. Will joined Ascential in 2002 after five years with
IBM as a supply chain consultant in the Industrial and Distribution sectors. Since 2002 Mr. Reilly has
focused on defining solutions to solve the integration challenges experienced by retailers and their
suppliers, working with major enterprises in Europe and the US. He is a frequent speaker on data
integration issues and approaches.

Jerry Roe, Senior Technical Analyst, Data Architecture, Hallmark Cards, Inc.
Jerry Roe works with MicroStrategy applications. In this role, he develops and implements solutions that
enable MicroStrategy BI application development at Hallmark. Mr. Roe joined Hallmark Cards in 1990 as a Data
Base Analyst responsible for implementing operational and decision support Database applications in Oracle,
Sybase and Teradata. Mr. Roe holds a BBA in Business Systems Analysis from Harding University.

Lucia Ronquillo, technology manager, Online Sales and Marketing Decision
Support, Wells Fargo Bank
Lucia Ronquillo is a technology manager for Online Sales and Marketing Decision Support for Wells Fargo
Bank. She leads a team of technologists, analysts and data miners responsible for developing and maintaining
campaign management, reporting and business intelligence systems within the Bank’s Internet Services
Group. Ms. Ronquillo also provides high-level consulting related to technology, functionality, and customer
experience strategies and planning to internal clients and business partners to ensure consistency with
business goals. Prior to joining Wells Fargo Bank in December 2002, she was a senior business manager at
E*Trade Financial leading a team that developed data warehouse tools, reports, and analysis in support of
Retail Online Brokerage business strategies. She also has over 13 years experience at Bank of America where
she held various management and technical positions in the areas of finance, information systems and
decision support. Ms. Ronquillo holds a BS in Business Economics from the University of the Philippines, and
an MBA with an emphasis in Finance from the University of San Francisco.

David Roylance, BI Practice and Resource Manager, Freddie Mac
David Roylance is the BI Practice and Resource Manager for Freddie Mac’s Information Services Center
(ISC). He is responsible for developing, implementing, and maintaining best practices across the enterprise
while deploying resources to the business areas focused on implementing robust applications to improve
decision-making across the corporation. David joined Freddie Mac in early 2004 to manage a team of over
50 professionals specialized in building Business Intelligence applications. Prior to joining Freddie Mac, he
held management positions with technology companies and system integrators focusing on data
warehousing and metadata management. Mr. Roylance holds a BS in Information Systems Management
and several industry certifications.



                                                                                                                35
     Tom Ruvoli, Technology Business Manager, Data Warehouse, Ace Hardware
     Corporation
     Tom Ruvoli is a Technology Business Manager responsible for the Ace Hardware Data Warehouse and
     Business Intelligence team. The team focuses on collecting, cleansing, and storing data and providing BI
     tools to other departments of the organization as well as retail locations. The goal of the team is to ensure
     that all departments and retailers have access to the Data Warehouse for use in making better business
     decisions. This helps mold the future of Ace Hardware Corporation and achieve Ace’s growth initiative. Tom
     has been employed with Ace Hardware Corporation for nearly 15 years and has more than 16 years of retail
     experience. He has held a variety of positions within Ace, and holds a Bachelor of Science degree in
     Marketing and Management from DePaul University, in Chicago, Illinois.

     Sergio Santos, Data Warehouse Manager, Redecard Brazil
     Sergio Santos is the Data Warehouse Manager responsible for business intelligence implementations at
     Redecard in Brazil. In this role, he is charged with developing and implementing the business and technical
     framework for the acquisition, integration and distribution of usable business information in the company.
     Mr. Santos joined Redecard in 2001 as a Data Warehouse manager, responsible for usability and
     extensibility and has been working in Data Warehouse projects since 1998. Mr. Santos holds a degree in
     mathematics and earned his MBA at FGV Brazil.

     Ron Swift, Vice-President, Strategic Customer Relationships, Teradata
     Ron Swift is an internationally-known consultant, practitioner and strategist in the areas of Decision Support,
     Business Intelligence, Executive Information Systems, Data Warehousing, Customer Relationship
     Management and Strategic Information Systems and Technologies.

     Stan Tantsits, Senior Project Manager, PPL Services
     Stan Tantsits is a senior project manager responsible for electronic commerce and information technology
     initiatives within PPL’s Financial Department. He is responsible for developing and implementing information
     technology solutions that help support business processes and improve internal controls. This responsibility
     includes Electronic Data Interchange (EDI) and other Ecommerce initiatives. Mr. Tantsits is also involved with
     implementing Sarbanes-Oxley 404 application compliance controls. He holds a BS degree in Accounting from
     Bloomsburg University and is currently pursuing an MBA in Ecommerce at DeSales University.

     Benjamin Taub, founder and CEO, Dataspace
     Benjamin Taub, founder and CEO of Dataspace, is a leading expert in the field of Data Warehousing. Having
     over 10 years of experience, Ben speaks extensively on the subjects of Business Intelligence, Data
     Warehousing and Business Process Design. His publication credits include Oracle 8 Data Warehousing,
     Oracle 8i Data Warehousing, SQL Server 7 Data Warehousing as well as numerous white papers in the field.
     Ben holds an MBA from the University of Michigan.

     Leo Vinitsky, Manager, Enterprise Decision Support, FedEx.
     Leo Vinitsky is responsible for product management, database administration, and development of the
     FedEx Enterprise Data Warehouse. He has been with FedEx for three years and has over 10 years
     experience in business intelligence and data warehousing.

     Chris Von Simson, Product Manager, MicroStrategy
     Chris has been with MicroStrategy for more than three years, and is the Product Manager responsible for
     the customer experience with MicroStrategy Web, MicroStrategy Web Universal, MicroStrategy eTrainer,
     and MicroStrategy MDX Adapter. Previously, Chris has been Project Manager for a number of
     implementations and managed product and services teams in North America and Europe. Chris holds
     degrees from University College London and the University of York.

     Shirley Wang, Business Analyst, Premier, Inc.
     Shirley Wang is a Senior Applications Developer turned Business Analyst at Premier, Inc. Premier, Inc. is a
     healthcare company that uses MicroStrategy to provide Web-enabled reports that assist hospital clients in
     analyzing clinical and operational data. She has a BA from Oberlin College, an MHSA from University of
     Michigan and 8 1⁄2 years of experience developing with MicroStrategy tools.

     Andrew Wigmore, Program Manager, MicroStrategy
     Andrew graduated from the University of Oxford, England with a Masters of Physics and has worked for
     MicroStrategy for more than six years. He began his career as the Lead Engineer in the Advanced Product



36
Support group, focusing on the MicroStrategy Web and SDK products for three years. Andrew then
transitioned to the Technology organization as a Program Manager responsible for the Web Universal and
SDK products.

Derek Wolfe, Business Intelligence Solutions Manager, Intel
Derek Wolfe is the manager of the Business Intelligence Governance organization. He has spent the last
several years honing his experience in business systems planning, analysis, design, testing and
implementation of complex, state-of-the-art information systems.

Jon Winslow, Director of Product Marketing, MapInfo
Jon Winslow is the director of market and social research for location intelligence solutions at MapInfo
Corporation. During his eight year tenure at MapInfo, he has played a key role in developing the company’s
international strategy with regard to predictive analytics and market analysis solutions and the integration of
location capabilities with business intelligence platforms.

Jason Yeung, Product Manager, MicroStrategy
Jason Yeung is the Product Manager responsible for the technical direction of MicroStrategy SDK,
MicroStrategy BI Developer Kit, and MicroStrategy Office. He worked closely with MicroStrategy
customers as Product Support Manager in Technical Support for several years prior to joining Product
Management. Mr. Yeung graduated from McGill University with a bachelor’s degree in Electrical Engineering
and is working toward an MBA in Marketing from George Mason University.

Alan Yagoda, Director, Product Development, IMS Health
Alan Yagoda is Director for Product Development at IMS Health. In this role, he is responsible for the
strategic development and delivery of web-based products. With over 13 years of experience in software
architecture, Mr. Yagoda has an extensive background with a wide variety of advanced technologies. Prior
to joining IMS, Mr. Yagoda held various leadership positions in the financial services industry, including
consulting on eBusiness architectures and Systems Manager for mutual fund leader, The Vanguard Group.

Jeffrey Zhang, Senior Program Manager, MicroStrategy
Jeff Zhang is the Program Manager for MicroStrategy Desktop and Object Manager. He is also responsible
for many feature developments planned for future releases. Mr. Zhang worked in MicroStrategy Consulting
for eight years before recently joining Program Management. He holds a post-graduate degree from the
Massachusetts Institute of Technology.

Dr. Stuart Zimmerman, Research Professor of Biostatistics and Applied
Mathematics, and Special Advisor to the Chief Academic Officer for Research
Databases, The University of Texas M. D. Anderson Cancer Center
Dr. Stuart Zimmerman was Professor and Chairman of the Department of Biomathematics for 33 years.
During the latter part of that period, he held the Mattie Allen Fair Research Chair. He conducted research in
the areas of biomathematics, biomedical computing, biostatistics, research data bases, image processing,
computer karyotyping and modeling of nonlinear population dynamics and cell cycle regulation. Since 2001,
he has been a part-time Research Professor now dedicated to the institutional Clinical Research Information
System (CRIS).

Michael Zirngibl, President, Angel.com
Michael Zirngibl is President of Angel.com and was recently recognized as a global “Top Ten Leader in
Speech” by the industry’s leading authority – SpeechTEK – for his overall vision and accomplishments in
driving adoption of voice recognition technology. Prior to founding Angel.com, Mr. Zirngibl served as product
manager for MicroStrategy’s Narrowcaster products.




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