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Background information:
Microsoft SQL Server 2016 – Deeper Insights
Positioning and Messaging Framework
This document provides the messaging and positioning strategy for marketing initiatives for Microsoft SQL Server 2016’s Advanced Analytics. This is a
campaign specifically for customers of Hosting Service Provider Partners (HSPs).
PURPOSE OF THIS
FRAMEWORK
Important notes:
o Use this document as a guide as you develop relevant communications. This is a reference document, intended to inform the work of
marketing and sales professionals.
o This document is for internal use only, and is not intended for distribution to external organizations, public or press.
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KEY DIFFERENTIATORS
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R, commonly used by data scientists, is now built-in to your T-SQL
Real-time operational analytics without moving the data off the
database
Multi-threading and massive parallel processing for exceptional
analytics performance
Creation of beautiful real-time visualization of raw data and delivering
them on multiple platforms is easy with built-in PowerBI
Audience
IT Decision Makers
(existing and net new
Buyers)
Description
 CTOs or CIOs in large
enterprises
 IT Director/Manager in
SMB’s
 Business owners
 Procurement
Top 3-5 Pain Points
Perceptions
1.
Current audience perceptions
It’s important that we make decision based on
solid data. We have a lot of it but there is no
easy way to visualize and understand them!
2.
3.
4.
TARGET
AUDIENCE
MEMBERS
1.
Influencers
Page 1
 DBAs, Network
Administrators
VISION FOR
THIS MARKET
Every customer operating their data-driven applications
on older SQL Server upgrades to SQL Server 2016.
New customers needing a database solution that
provides easy integration for data analytics and business
intelligence choose SQL 2016 over the competitions.
2.
3.
Generating business intelligence with
unstructured data requires painful
application development
Accessing data from unstructured data
stored in Hadoop is difficult
Creating visualization from database was
time consuming
Difficulty in understanding the message
contained in the datasets makes it hard to
make critical decisions
Creating workaround to interact SQL with
unstructured data stores like Hadoop takes
a long time
Building any analytics from SQL requires
taking the data out of the database
There is a need to learn new scripting and
programming language to interact with
different data sources
Desired audience perceptions
Getting informative visuals from our latest data
using SQL 2016 was so easy and it helps us
make critical decisions.
Current audience perceptions
Building workaround to interact unstructured
data stores like Hadoop with SQL is time
consuming and painful.
Desired audience perceptions
With SQL 2016, we can create real-time
visualized BI analytics at the host or in the
cloud very easily with built-in tools without the
need to take any data offline.
POSITIONING
STATEMENT
Our SQL Server 2016 managed cloud database platform with advanced analytics tools built-in allows you to perform data analysis on unstructured data
external to the SQL server and the structured data within, extract useful business intelligence that is critical for growing your business, whether the data is
hosted or in the cloud. Creating informative and beautiful visualization has also been made intuitive with an easy to use interface.
25 WORD
POSITIONING
Our SQL 2016 managed cloud database services with advanced analytics tools enables you to extract business intelligence from all your data sources with
ease.
50 WORD
POSITIONING
100 WORD
POSITIONING
Using our SQL 2016 managed cloud database services with advanced analytics tools, you can now perform data analysis easily from both structured and
unstructured data sources, hosted, or in the cloud, using industry standard querying scripts. Extracting business intelligence and creating informative
visualization has never been so intuitive.
In a data-driven and fast changing business, you need up-to-date data analysis to make important business decisions. SQL 2016 comes with advanced
analytics tools built-in, allowing your company to perform data analysis from structured and unstructured data sources to generate business intelligence, using
industry standard scripting.
Our analytics tools allow you to extract vital information and create up-to-date and informative data visualization with an intuitive interface, saving precious
time and empowering your company to make critical decisions, based on data, all done without the need to take the data offline.
BENEFITS
SUMMARY
STATEMENT
Easily access all data
Access both structured and unstructured data from
different sources in partner cloud or in Azure
Using industry standard scripting like T-SQL and R to
perform data analysis
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SUPPORT POINTS
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Page 2
Simple data extraction
Polybase can query external data like Hadoop
using the same syntax as querying a database
table
Azure HDInsight combines SQL with Hadoop
enabling database for modern applications

Polybase allows you to perform query in structured
and non-structured data using T-SQL
R, the language most used by data scientists, is
now supported
Make Big Data beautiful
Building rich visualization for desktop or
mobile based on data is intuitive
 PowerBI transform raw data into beautiful
visual stories through an intuitive
interface
 Output to desktop or mobile platform
allow for online and offline access