DATA ANALYTICS Prepared by:

Hasan Mallah, Ph.D.

Department of
Management Information System
AGENDA
DA Definition
DA Types
DA Capabilities and Benefits
DA vs. Statistical Analysis
DA Design and Architecture
DA Tools
DA in Action
DA Assumptions

DATA ANALYTICS | | HASAN MALLAH, PH.D. 2

 WHAT IS DATA ANALYTICS?
Data Analytics:

 “is a process of inspecting, cleansing, transforming, and modeling data with

the goal of discovering useful information, suggesting conclusions, and
supporting decision-making”. - Wikipedia
 "leverage data in a particular functional process (or application) to enable
context-specific insight that is actionable.“ – Gartner
 “is using our current data sets to extract useful information to support
advanced decision making” - ATC

DATA ANALYTICS | | HASAN MALLAH, PH.D. 3

DATA ANALYTICS TYPES 1/2
1- Descriptive Analytics (What Happened?):
Descriptive analytics, such as reporting/OLAP, dashboards, and data
visualization, have been widely used. They are the core of traditional BI.

2- Diagnostic Analytics (Why Did It Happen?):

Diagnostics Analytics, the study of the WHY??, is used to assess the causes
behind changing in data. They are assessed by on site observations and
knowing the business.

DATA ANALYTICS | | HASAN MALLAH, PH.D. 4

DATA ANALYTICS TYPES 2/2
3- Predictive Analytics (What Will Happen?):
Algorithms for predictive analytics, such as regression analysis, machine
learning, and neural networks, have also been around for some time. They
are often referred to as advanced analytics.

4- Prescriptive Analytics (How To Make It Happen?):

Prescriptive analytics are often referred to as advanced analytics. Regression
analysis, machine learning, and neural networks. Often for the allocation of
scarce resources to have an Optimal Solution

DATA ANALYTICS | | HASAN MALLAH, PH.D. 5

DATA ANALYTIC CAPABILITIES

DATA ANALYTICS | | HASAN MALLAH, PH.D. 6

DATA ANALYTICS BENEFITS
 Integrity: the “truth” of your data
 Gap Identification: “completeness” of the dataset
 Efficiency: “productivity” in our practices
 Continuous Improvement: progressive advancement of our processes
 Effective: “valuable” as leading and accidental indicators
 Evidence: supports and proves our decision-making

DATA ANALYTICS | | HASAN MALLAH, PH.D. 7

DATA ANALYTICS VS. STATISTICAL ANALYSIS
Data Analytics
Utilizes data mining techniques
Identifies mysterious or novel
relationships/trends
Seeks to visualize data to
allow observation of
relationships/trends
Statistical Analysis
Utilizes statistical and/or
mathematical techniques
Used based on theoretical
foundation
Seeks to identify a significant
level to address hypotheses or
RQs
DATA ANALYTICS | | HASAN MALLAH, PH.D. 8
DESIGN DIFFERENCES

Key:
Organize the data for
analytics

High volume of transactions Historical reporting (Aggregated) & Analysis

Data In Information Out

DATA ANALYTICS | | HASAN MALLAH, PH.D. 9

Data Analytic Architecture

Action

Tools
Business Wisdom Analysis
Visualization

Partnership and
Translation

Rules
Information &
Stewardship Knowledge Cleaning Processing
Interpretation Preparation

Information
Data
Technology

Data
Data Layer
Integration Data Collection

DATA ANALYTICS | | HASAN MALLAH, PH.D. 10

DATA ANALYTICS TOOLS 1/2
Frameworks
Tools
Languages (Prog. & DB.)

Link to Power BI Dashboard

DATA ANALYTICS | | HASAN MALLAH, PH.D. 11

DATA ANALYTICS TOOLS 2/2
Frameworks:
Hadoop – It is the most popular big data framework for making sense of big data.
Apache Spark – a framework for real-time Data Analytics which is part of the Hadoop ecosystem.
Languages:
R programming – used for the purpose of statistical computing and graphical applications.
Python – multipurpose programming language, deployed for many applications including machine
learning.
SQL – used for working with relational database management system.
Tools:
SAS – used for analyzing huge volumes of data.
Tableau – deployed for the purpose of data visualization and business analytics.
Splunk – tool for parsing machine-generated data and derive valuable business insights out of it.
QlikView - for creating guided analytics applications and dashboards tailor-made for business challenges.
DATA ANALYTICS | | HASAN MALLAH, PH.D. 12
 COMPANIES USING DATA ANALYTICS
Amazon widely deploys analytics in order to recommend you the
right product based on the product that you bought in the past or
the one that you just bought.

Facebook deploys Data Analytics to find out what their users are
talking about so that they can understand what are the products
and services that they would be interested in.

Google is the company that is hiring the maximum number of data

scientists and all this shows the importance of Data Analytics at one
of the biggest companies on earth.
DATA ANALYTICS | | HASAN MALLAH, PH.D. 13
DATA ANALYTICS ASSUMPTIONS
Manual process are complicated and difficult to document
There are more data sources than you initially thought
The data is not as clean as you thought
Historical data will have a different format and will be hard to merge
You may find data that did not make it back to the ‘system of record’
Data governance needs to be addressed
Not everyone agrees on what the ‘systems of record’ are
Resources may not be available; you need SMEs

DATA ANALYTICS | | HASAN MALLAH, PH.D. 14

DATA ANALYTICS QUOTES
“If we have data, let’s look at data. If all we have are
opinions, let’s go with mine.” - Jim Barkesdale

“In God we trust, all others must bring data.” - W. Edwards Deming

Thank You!
DATA ANALYTICS | | HASAN MALLAH, PH.D. 15