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Business IntelligenceDe-Mystified

Ben BorBen BorNZ Ministry of HealthNZ Ministry of Health

Ben BorBen BorNZ Ministry of HealthNZ Ministry of Health

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Ben Bor

Over 20 years in IT, most of it in Information Management

Oracle specialist since version 5

Involved in Business Intelligence for over 10 years

Consulted the world’s largest corporations

Presents regularly on Information Management

Was annual Guest Lecturer at Sussex University

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Session Objectives

Understand the need for Business Intelligence and its role in the enterprise information strategy

Understand the role of the various Business Intelligence technologies and tools

Understand the BI components and the importance of Data Quality

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Contents

Business Intelligence (BI) – Definition and Examples

Data Warehousing (DW) – Definition and Architecture

BI Challenges

The BI Promise

OLAP

Data Mining

Dashboards

Alerts

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Business Intelligence Ingredients

Data Warehousing

Data Marts

OLAP

Data Mining

Data Quality

And others

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Business Intelligence – Definition

Who are my best and worst customers?

What parameters affect my sales?

What advantages does my business offer customers?

Analyse my products by any parameter.

‘Business Intelligence is the art of Business Intelligence is the art of gaining business advantage gaining business advantage

from datafrom data’

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Some BI Success Stories

Integrated view of Customers & Suppliers

What do I know about Joe Bloggs?

How much am I spending?

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Who Needs Business Intelligence? (Gartner Group)

Business PaceBusiness Pace

VolumeVolumeofof

InformationInformation

The Captive CustomerBI utilized by limited numbers of experts to reduce costs of delivering services to large numbers of customers. No competitive threats exist.

The “e” StartupExtreme need to understand competition, market and customer trends. BI is pervasive as a competitive weapon.

Global 2000BI critical to understand complexity of business, leverage customer and supplier relationships and grasp and exploit new opportunities.

The “Candy Store”BI capabilities are oflimited utility. Decisions made based on personal management observations of customer trends and markets.

Interesting

Important

Essential

Business Intelligence Quadrants

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Data Warehousing – Definition 1

Accepted definition:

‘Subject Oriented, Integrated, Non-volatile, and Time Variant Collection of Data in Support of Management’s Decisions’.

Bill Inmon‘Building a Data Warehouse’,

2nd edition, wiley 1996.

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Data Warehousing – Definition 2

My definition:

‘A Data Warehouse is the enterprise single point of access to its data’

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Data Mart – Definition

A Data Mart is a project that uses Data Warehousing techniques, but covers only a selected part of the enterprise data

Examples:

Accounting Data Mart

Sales Data Mart

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Data Warehousing - How

a set of technologies:

Access Different Data Sources

Data Cleansing & Normalising (ETL)Data Storage

Data Analysis

Presentation

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Core DataStore (CDS)

Joined-up data

Stand-alone (legacy) schemas

Reference dataIncluding person, company, address, household, etc’

Joining StructuresRiskRisk

EngineEngine

Data ExploitationServices (DES)

Views over CDS IC-maintainedData Marts(Physical)

User-maintainedData Marts External

Databases

SemanticLayer

Tool-specificBusiness Model

(i.e. BO universes)

Tool-specificBusiness Model

(i.e. BO universes)FederationFederationMetadata

ViewsMetadata

Views

Data Quality Profiling

Staging(Data acquisition) Non-Persistent StagingPersistent Staging

(with history)

Extracted files

Oracle Streams

Log Mining

XML

Data Warehouse Architecture

ODS

Access ToolsLayer OLAP

Web-basedReports

Dashboards

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Inmon and Kimball

Inmon KimballBasicArchitecture

Centralised Distributed

Fundamental Model Entity-Relation Dimensional

ODS SeparateSystem

Part of DW

Data Mart Derived &Aggregated

Independent &Atomic

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Dimensional Modelling

A design method that is

Not entity-relationship modelling

Not normalised

Easily understood by users

More efficient for BI

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Dimensional Modelling Example

Consultants submit timesheets, showing the number of hours, the rate and their expenses per project per day.

Managers (AD) are responsible for projects and consultants.

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ExpenseType

ExpenseType

ExpenseExpense

ProjectCode

ProjectCode

ProjectStaff

ProjectStaff

ProjectTask

ProjectTask

ConsultantConsultant

ProjectProject

ManagerManager ClientClient

RatesRates

TimeSheet

TimeSheet

Entity Relationship Design

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ActivityFacts

ActivityFacts

ManagerDimension

ManagerDimension

ClientDimension

ClientDimension

TimeDimension

TimeDimension

ConsultantDimension

ConsultantDimension Project

Dimension

ProjectDimension

Dimensional Modelling Example (Star Schema)

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ActivityFacts

ActivityFacts

TimeTime

ConsultantConsultant ProjectProject

Dimensional Modelling Example (Snowflake Schema)

TeamTeamDivisionDivision

ClientClient

SectorSector

MonthMonth

QuarterQuarter

YearYearDivisionDivision

ManagerManager

IndustryIndustry

ClientClient

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OLAP

On-Line Analytical Processing

A data presentation method that allows the users to interactively change the criteria, the level and the contents

Usually based on a multi-dimensional model

Allows for drill-down, drill-up and drill-across

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Ad Hoc View

Regional Mgr. ViewProduct Mgr. View

Financial Mgr. View

PROD

MARKET

TIME

PRODUCT

MARKET

TIME

SALESSALES

OLAP - Multi Dimensional Cube

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OLAP Methods

ROLAP

MOLAP

HOLAP

Relational OLAP

(Business objects)

Multi-dimensional OLAP

(Hyperion)

Hybrid OLAP

(Cognos)

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OLAP DEMO

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Data Mining - Definition

A method for automatically deducing knowledge from data:

Patterns, clusters, rules, decision trees etc’

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age < 35

salary > 80000

sex = M sex = F

marital = S

age > 35

bal < 6300

=

2 classes who purchase luxury cars

IBM Software Solutions

age < 35 age < 35

sex = M sex = F

salary > 80000 marital = S

bal > 6300

IM for Data Classification ResultsInterpreting Tree Induction Results

Classification Tree

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Executive Dashboards

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The BI Assimilation Lifecycle

Time

Complexity

BulkReports

Exception

Reports

OLAP

Alerts

n months n months n months n months

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Balanced Scorecard

A method of organisational performance measurement.

Performance of an organisation from four perspectives:

Customer perspective (how do customers see us?) Internal capabilities perspective (what must we excel at?) Innovation and learning perspective (can we continue to improve

and create value?)

Financial perspective (how do our owners/shareholders see us?)

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Information Quality

Information is Data in context.

Information Quality is Data Quality in context with meaning.

The ability to trust the information

Data Quality

Reliable and repeatable testing

Metadata

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Main Challenges in Business Intelligence

Business intelligence projects are

User-oriented

Large

“Complex simplicity”

Continuously evolving

Require deep technical and business knowledge

Stretch all limits: Time, storage capacity, CPU, machine communications,

human communication, human perception, and teamwork.

Data Quality

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What’s Happening in the BI world?

BI is becoming a norm

Mature, off-the-shelf tools

Combine structured and non-structured data

A small number of main players

New uses (Data Webhouse)

Real-time

Hosted BI

Open Source BI

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Summary - Business Intelligence

Data Warehouse Dimensional Modelling

Information Quality

Data Mart Star Schema Data Mining

ETT/ETL Snowflake Schema Balanced Scorecard

ODS OLAP Data Webhouse

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Thank you !

I can be contacted at ben_bor@moh.govt.nz