Business Intelligence An

Insight
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Agenda
1. What is Business Intelligence?
2. Mere Reporting Using Business intelligence
3. Transformational Implementation of Business Intelligence
4. Transformational BI Use cases
Facebook
IPL
5. Distinction Between reporting and Transformation
6. Comparison with the case study

What is Business Intelligence?

BI facilitates RIGHT INFORMATION, RIGHT TIME,

RIGHT PEOPLE
ness intelligence, or BI, is an umbrella term that refers to a variety of software applications
alyze an organizations raw data. BI as a discipline is made up of several related activities,
ding data mining, online analytical processing, querying and reporting.

racteristics :
Single point of access to information
Timely answers to Business questions
Using BI in all departments of an organization

What does it reap to companies who deploy it?

Helps improve strategic decision making

Cut costs
Help identify new business opportunities
Help identify inefficient business processes that
are ripe for re-engineering
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Mere Reporting Using Business intelligence

There are two traditionally known methods of the use of Business
Intelligence (BI), these are MERE Reporting and TRANSFORMATIONAL.
In the early days, the goal of BI was reporting, taking raw data that the
organization collected over a given period of time and converting it into a
meaningful representation.
This enables organization to see things such as statistics on sales happening
in a specific region during a given timeframe.
In Mere reporting there are no changes done to the raw data and the data is
used with some minor modification to generate basic reports
Mere reporting is generally used by small industry and individual businesses
for quick reports

Transformational Implementation of Business Intelligence

Transformational Implementation of BI is more complex
It involves 3 major steps
1. Extract Data from Multiple source is extracted ( complex Data)
2. Transform This data is transformed in standard required format
3. Load transformed data is then loaded into Data
warehouse/Datamart
The most important step from above is Transform
Transformation of data
In the data transformation stage, a series of rules or functions is applied to
the extracted data in order to prepare it for loading into the end target.
Some data does not require any transformation at all; such data is known
as "direct move" or "pass through" data.
An important function of transformation is the cleaning of data, which
aims to pass only "proper" data to the target.
Also join and union various data, filter and sort the data using specific
attributes, pivot to another structure and make business calculations.
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A typical ETL architecture in a data warehouse

Different implementations of Transformational BI

Criteria

IBM Cognos

SAP Business
Intelligence
Solution

SAS Enterprise
BI Server

Oracle BI

Type of companies
that
the product addresses

Medium sized

All types of
companies

Medium and large

companies

Medium and large

companies

Type of
application

Divided into various

tools:
Analysis studio, Query
Studio,
Report Studio

Applications
integrated into
one package

Web application
with portal access

Integrated
application

Web application
with integrated
dashboards

Web applications,
ERP and CRM
applications,
mobile devices,
Microsoft Office
applications

Point-and-click
capability for the
final users to
manipulate the
interface

Customizations can
be made both by IT
staf and final
users

Interface

Separately
structured
interfaces

Integrated
dashboards

Customizations can be
made only by the IT
staf

Customization

Customizations can be
made by the final user

Navigation

Easy navigation
between reports

Navigations between
reports is time
consuming

Easy navigation
between reports

Easy navigation
between menu
items and reports

Intuitive

Yes

Yes

Yes

Yes

Tools used for analysis

Analysis studio and

Query Studio

Desktop IntelligenceOLAP Intelligence

OLAP analysis
capabilities

OLAP analytics,
Mobile BI,
Enterprise reporting

Example of BI Facebook
With tens of millions of users and more than a billion page views every day,
Facebook ends up accumulating massive amounts of data
Challenge Developing a scalable way of storing and processing all these
bytes since using this historical data is a very big part of how we can improve
the user experience on Facebook.
Facebook-Hadoop (2007)
Developers latched on to the map-reduce programming model & started
building SQL models for ready Data analysis
This resulted in Facebook Lexicon and Auto Search Improvement
Facebook has multiple Hadoop clusters deployed now Processing data to the
tune of 1 PetaByte of data.
Hundreds of Jobs are executed against 2 TB of data everyday using these
Hadoop Clusters
With this success Facebook developers started using Hadoop more-efectively
for query based analysis in their data pool and developed their own Layer over
Hadoop called as Hive !

IPL Team Strikes Gold with IPL

After introduction of IPL, Cricket is not only a game it is also a big
business.
Professional team that are part of IPL pay each of their player between
20 lakh to 2 crore.
Traditional Cricket game statistics failed to capture all of the details
associated with every match and video clips of game
Decisions about changes in tactics or how to take advantage of
opponents weakness were primarily based on gut instincts.
Later,
Sports Mechanics found a way to collect and organize find-grained
statistical data and relate to associated video clips

IPL Team Strikes Gold with IPL

Contd

..

Transformation
Each video was tagged with information of low level details. Example:
who bowled it?
who was the batsman?
who was the non-striker?
where did the ball pitch?
what did the ball do?
where was ball hit?
After tagging, query was made based on these tags.
Each game was dissected & tagged, play by play using hundred of descriptive categories.
Coaches could then use an index to locate the exact video clip in which they are interested
& access the video.
Benefits
Helped coaches to analyze the strengths and weaknesses of every player
For ex. Sports mechanics has recorded every ofensive step of Shoaib Akhtar since he
joined IPL.
The system could show how successfully he is bowling in every match with the ability to
break games and player performance in to increasing fine grained categories.
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Other examples include..

ANZ CIO Statement
Analyst are no more longer spending time in creating report. They are
actually doing business Analysis from readily available reports that is
improving decision making
Plantronics
Plantronics implemented BI dashboards to give better and clearer view of
their pipeline products which helped managers by suggesting better
utilization of their sales resource

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Comparison
Parameter

Mere Reporting

Transformation

Used By

Small Enterprise for basic

needs

Large corporate for

detailed analysis

Simple to implement

Very complex

Medium expertise level

required

Highly trained staf

required

Low

High

Maintenance

Low

High

Benefit

Medium

High (if implemented

correctly)

Time to Implement

Quick

Lengthy

Information

Not very informative

Highly Informative

Complexity
Expertise
Cost

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Comparison with Case Study

Hillman Group

Avnet
Took the process oriented BI
strategy directly to two major
verticals : SALES & SERVING
CUSTOMERS

Tracked unfilled
customer orders in
real time
The sales executive
could feed query
themselves
Deployment as a mere
reporting tool
No cost benefit

BI Vendors: Informatica,
Business Objects & InfoBurst
Used it beyond a mere
reporting tool
To generate reports on orders,
shipment schedule & date
Knowledge management
system

Quaker

Took the process oriented BI

strategy directly to Finance
BI tools from SAS
Used it beyond a mere reporting
tool
Online Analytical Processing
Management Information System

Decision Support system

Management Information
System

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