Classification: Mobily INTERNAL USE

BI Guidebook
Analytics Design & Framework

subtitle
(Raqi, book, 35pts)

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Document History

Version Date Sections Author Revision Description

{mm/dd/yyyy} Changed
0.1 11/15/2021 - Sari Ibrahim Initial draft
1.0 11/22/2021 - Sarah Algifari Final draft v1.0

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Why do we need BI Guidebook? ................................................................................................5

Current BI Landscape ...................................................................................................................6
What is a Good Design?...............................................................................................................7
How to Design a Dashboard ......................................................................................................... 8
How to Make Dashboards More Impactful ................................................................................. 9
BI Operating Model........................................................................................................................ 10
How to Slice and Dice Data on Dashboards ........................................................................... 12
Drill Down/ Rollup .......................................................................................................................... 13
Reports & Dashboard Design ..................................................................................................... 15
What kind of Navigation Dashboard Should Offer? ............................................................... 15
Format/ Layout ............................................................................................................................... 16
Graphs/ Charts ............................................................................................................................... 18
Color Scheme ................................................................................................................................. 19
Branding ........................................................................................................................................... 20
Performance.................................................................................................................................... 20
Data Types ...................................................................................................................................... 20
BI Blueprint for Business and Technical Needs ..................................................................22
Document Control .......................................................................................................................... 22
Requirement Summary & Scope ................................................................................................ 22
How to Request for a KPI/ Report .............................................................................................. 23
Control Framework ......................................................................................................................25
When to Schedule Alerts.............................................................................................................. 25
When to Schedule a Report ........................................................................................................ 27
How to Promote BI Culture - Track Usage? ............................................................................ 27
Advanced Analytics ....................................................................................................................29
Why do we Need BI Guidebook for Advanced Analytics? ................................................... 29
Framework for Identifying and Prioritizing Analytics Use Cases for Development ......... 29
Framework to select analytics approach – Segmentation or Machine learning .............. 31
Segmentation: Best practices and Key steps involved ......................................................... 32
Machine Learning: Best Practices and Key Steps Involved ................................................ 37
Support to Business Users .......................................................................................................40
Business as usual .......................................................................................................................... 40
Incident Navigation ........................................................................................................................ 42
How to request for MicroStrategy User Access ...................................................................... 42
How to raise a New CRQ (Teradata Password Reset) ......................................................... 47
How to raise a New CRQ (Teradata Change Request) ........................................................ 50
References .....................................................................................................................................56
MicroStrategy Recommendations on Best Practices ............................................................ 56
MicroStrategy Success Stories ................................................................................................... 56
Data Integration Design (Technical Section) ........................................................................57
Why Data Integration is Important ............................................................................................. 57
What is Right ‘Data Integration’ Design for Customer ........................................................... 57

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Data Integration Technologies .................................................................................................... 58

Data Latency/Data Refresh Frequency .................................................................................... 59
Data Integration Challenges ........................................................................................................ 59
Overcoming the data integration challenge ............................................................................. 60

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Why do we need BI Guidebook?

The Business Intelligence (BI) Guidebook exists to define standards for developing a contemporary
analytics stack that is useful, scalable, and easy to maintain. In this Guidebook, we will give you a
practical, high-level understanding of a modern analytics system. We will show you what the
components of most modern data stacks are, and how best to put everything together. This book is
suitable for business, as well as technical team members who are looking into setting up an analytics
stack for Mobily.

A high-level Explain the best

framework and practices, and
References
understanding of help you
Best practices provided for each
a proper modern understand the
& Industry section to go back
analytics setup, role of each
standards & drill further on
and best practices component in the
the topics
for each entire pipeline for
component data delivery

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Current BI Landscape

BI Technology Stack:

 Data Warehouse : Teradata

 Data Lake : Hadoop Distributed File System
 ETL Tool : Data Stage
 Reporting Tool : MicroStrategy

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What is a Good Design?

To provide qualitative understanding of the information on visuals, below are few guidelines &
principles:

Guidelines & principles for a good design

Ensure that
visuals do not
Data should be
add
conveyed clearly
unnecessary
& accurately
visual noise

Sort the data in

the most
Easy to naturally
comprehend occurring or
logical
discernible order

Use of clear
New Feature
labels & titles

Practice correct
Use of legends
color usage

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How to Design a Dashboard

1 2 3

Understand Ensure Consistency: Use Bucketing:

Purpose:
Ensure date ranges, Ensure data is
What is the data trying types, width, and displayed in clear
to show? designs are similar understandable
What data is most throughout. groups.
used?

4 5 6

Context/Adaptability: Noise Reduction: Clear Metrics/Data:

Understand the If the user does not Ensure the data is
end user(s). need to see it, do not clear to the target
Adapt the content to show it. audience.
best serve them.

Positioning Data on A Dashboard: The positioning of objects in a dashboard is vital to the

dashboard design. As indicated in the picture below, data in the top left area is emphasized and will
get read before the data to the bottom right.

Neutral
Emphasized

Neutral De-Emphasized

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Below is one chart template defining different parts of a chart:

How to Make Dashboards More Impactful

The idea of Dashboarding, Analysis and Reporting (DAR) is that every page contains a different level
of granularity. The dashboard page contains high-level information, whilst the analysis pages visualize
more complex and detailed information per business topic. Finally, the reporting pages provide a deep
level of granularity to explore every detail.

Dashboard:
It should contain visual display
of the most important and
high-level information about
the business function.

Analysis:
Reporting: The analysis pages
This page provides should allow the
actionable information. users to explore the
data further based on
the dashboard.

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BI Operating Model
Figure 1: Proposed analytics services operating model of the futures

Strategic services

Strategy and innovation Service portfolio and financials

Data governance and quality management Service integration and orchestration

Functional services
Service delivery and support services

Business relationship management

Service operations
Business intelligence and analytics
Service delivery
Data virtualization and abstraction
Talent management and training
Shared services

Contracting, sourcing, and vendor

Information architecture management

Data storage and aggregation

Data security and privacy Data retention, archive,

management and disposition

Master data management Meta data management

Data acquisition and integration

Infrastructure services (compute, storage)

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Figure 2: Proposed governance structure

Principles and Steering

strategies committee Consists of cross-functional leaders from both
business and IT that help set the strategy, priorities,
goals, and measures of success with an enterprise-
level lens. Committee maybe chaired by an executive
sponsor (such as a chief data officer).

Data
Governance
Council
Works with CoE for development of processes,
leading practices, and standards.

Policies, Analytics
standards, and Center of
delivery Consists of cross-functional analytics experts that are
Excellence responsible for execution of the analytics strategy
oversight (CoE) and demand management (leading technologies,
processes, standards, and oversight of analytics
initiatives).

Architecture
review board
(ARB) Works with CoE for focus on larger technical
decisions, including tools, technology, and cross-
platform architecture.

Operational
Execution Formed within business and IT to work collaboratively
teams
to deliver on the data and analytics agenda. These
teams would be composed of both business (data
stewards, data scientists) and technical roles
(solution architects, data engineers, data architects)

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How to Slice and Dice Data on Dashboards

Use slicing and dicing operations to filter one or multiple dimensions to obtain desired views in reports.
1. To apply filter(s) on every object of the page: Use filters at page-level.
Example: The region filter is applied on both the table and heat map.

‘Northeast’
and
‘Southeast’
region filters
are applied
on the page

2. Filters can be applied to individual visuals:

Example: The ‘Customer Region’ filter is applied only on the ‘Profit by Region’ graph. The ‘Profit by
Income Bracket’ pie chart and the ‘Revenue by State’ area graph are unaffected by the applied filter.s

Bar Chart only shows ‘South’,

‘Southeast’ and ‘Southwest’
region, Pie chart is suitable
for categories between 2 and
5, whereas Chart and Area
Graph show all categories

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3. Values selected in one visualization (source) can affect the data displayed in another visualization
(target).
Example: If nothing is selected in the source visual, all the data in the target visual will be visible.

Revenue
shown for all
categories

Once a value, say ‘IP’, is selected in the source visual, the rows containing ‘IP’ will be highlighted in
the source visual and the values in the target visual will be filtered as shown below.

Source Target
Region Category Profit Revenue Region Revenue
North IP $123 $234 North $234 Revenue
North Voice $342 $4335 South $543 shown for ‘IP’
North Optical $3420 $4532 category
South IP $234 $543
South Voice $4523 $5221
South Optical $789 $4523

Drill Down/ Rollup

To view less granular and summarized information, we can “roll-up,” or move up in the hierarchy. We
can also “drill-down,” or move down in the hierarchy to view more granular and detailed data.

In the below example, sales are shown by ‘Product Line,’ which gives a summarized view.

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Only
‘Product
Line’
selected in
row
hierarchy

To drill-down and see the sales bifurcation for each Product Line, add ‘Category’ in Rows, which will
give the detailed view shown below.

‘Category’
added in
row
hierarchy

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Reports & Dashboard Design

Below is one template for the landing page of a report:

Report/ Dashboard title (Raqi bold, 60

Report/ Dashboard subtitle (Raqi Book, 35pts)

Date (Raqi Book, 18pts)

What kind of Navigation Dashboard Should Offer?

To provide seamless navigation to business users, the below steps can be used:
Presentation (RaqiBook,
title(Raqi
Presentation subtitle bold,35pts)

When multiple objects

are positioned together,
Proximity
they are viewed as a
group.
To group similar
objects, borders Enclosure
can be used

Similar KPIs should

Similarity
have similar design
Several objects
aligned closely are
Continuity
perceived as a
continuous body

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Format/ Layout
A uniform and consistent theme makes the report coherent and helps the user focus on the story
being conveyed. To format a dashboard and create a consistent layout, the color theme, fonts, and
colors of the dashboard’s objects can be selected.
1. Display theme for dashboard: MicroStrategy provides options to choose between light and dark
display themes to change the look of the dashboard.

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2. Creating color palettes to customize display themes: Each display theme contains a built-in
color palette. A color palette applies to the individual objects, such as a graph’s bar risers, shown
throughout the visualizations in the dashboard. If the same attribute is used to color the objects in
different visualizations, the values for that attribute will use the same color in the visualizations.
This color palette can be overridden to accommodate customized color palettes to suit one’s
requirements.

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Graphs/ Charts
Here’s a quick look at what types of graphics should be used for certain scenarios:

Type of Data/ Scenario Type of Chart

Nominal Data: Bar Chart

For example: Sales by different customers or by
region

Qualitative Data: Stacked Bar Chart

Sequential Data – Trends Over Time Line Chart

For example: Sales/ revenue growth over the
years

Multiple Dimensions: Bubble Chart

For example: Sales across 3 dimensions across
multiple categories

Correlation between 2 variables: Scatter Plot

For example: Relationship between revenue and
customer satisfaction

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Color Scheme
The elements and structure of the report can be enhanced visually by adding colors. There are
different color groupings that help serve a specific purpose.
A good rule to follow is to avoid high levels of color saturation and brightness to reduce eye strain and
to allow room to highlight elements with the brand color. Below are some pointers:
1. Binary: Nominal differences can be divided into two (binary) categories: yes-no, agree-disagree

2. Sequential (Single Color): As a rule, colors are assigned to information values in a continuum
based on hue, lightness, or both. Typically, lower values are associated with lighter colors and
higher values with darker colors.

3. Divergent (Two-Hue): Values larger than the center are assigned to colors on one side of the
center, while smaller values get assigned to colors on the opposing side. Usually, a distinctive hue
is used for each of the component sequential palettes to make it easier to distinguish between
positive and negative values relative to the center.

4. Categorical: Separate colors are used to represent nominal differences, such as different races or
gender groups.

5. Highlighting: This is a special case of the categorical color scheme. These color schemes
highlight a certain value or group within the visualization. For example, we could use this palette to
emphasize a single or small group of points in a scatterplot.

Avoid rainbow: When choosing a color palette, avoid rainbow colors for the following reasons:
1. While a color ramp from light blue (small data values) to dark blue (large data values) makes
logical sense, the same logic cannot be used for two unrelated colors. For example, if purple and
orange are used, it cannot be said that purple means more than orange.
2. The rainbow color palette does not map to a number system. For example, the green color area is
wider than the light blue area, which means unit changes cannot be shown here.

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Branding
Use the approved company logo for all dashboards and reports. The logo should be consistent in
terms of design, color, sizing, and positioning. The color themes used for the reports should
complement the logo.

Performance
For the dashboard to respond quickly to business users’ queries, consider the below steps:

Reduce objects on the dashboard

Dashboards can be divided by business functions, so as to reduce load and
1 information on a single dashboard. Multiple reports can be created, and links
can be embedded to view other dashboards.

Use drill downs

With the help of drilldowns, detailed information can be captured in a single
2 visual as opposed to making multiple visuals. The lower hierarchy can be
viewed according to needs.

Optimizing filters
Change the selectors from "slice" to "filters" to reduce the initial loading time
3 of the dashboard. Try to use the search box selector if there are too many
elements.

Data Types
The bedrock of any data visualization is the data. There are two major groupings of data types:
quantitative and qualitative. These can be further broken down into subcategories as below:

QUALITATIVE

Non-numerical information, descriptive text.

e.g., categories, sub-categories

NOMINAL SCALE ORDINAL SCALE

Label variables don’t have an order. Order matters, exact size in

e.g., product line, services provided comparison between values is
unknown.
e.g., choices- strongly agree, agree,
disagree, strongly disagree

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QUANTITATIVE

Measured with numbers.

e.g., distance, dollars, speed, and
time

DISCRETE CONTINUOUS

Whole numbers (integers) that Numbers that can be broken down

cannot be subdivided. into smaller units.
e.g., number of kids e.g., weight, height, and temperature

INTERVAL SCALE RATIO SCALE

Ordered and exact values, but no Ordered and exact values, and a no
true zero. true zero.
e.g., degrees Fahrenheit e.g., height, weight

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BI Blueprint for Business and Technical Needs

Below is the structure to define Business Intelligence requirement.
Document Control

Author / Owner Reviewer Authorizer

Signature

Name

Designation

Requirement Summary & Scope

Objective Background Business Drivers

Summary

In Scope Functionality Out of Scope Functionality

Scope

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How to Request for a KPI/ Report

KPI/ Report Request Template

Data/Report Automation Agreement

Summary details

Summary title for request*

SMO-ID* <To be filled by SMO team>

Business user details

Request PF*

Business username*

Business user Contact/Email*

Department Name*

Team Name*

Request Type *

Request Date* 6 November 2021

Frequency details

Frequency * Select demand frequency

Frequency Details *

Have you requested the same data

before? *

<To be filled by the Business User, mention details about

If yes, then at what frequency
frequency. >

Scheduling time *

Delivery Method *

<To be filled by the Business User, semi colon separated

List of email recipients
list of emails >

What is the business purpose of the KPI/ Report? (What questions does it answer?) *

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Data/Report Automation Agreement

<To be filed by the Business User, <To be filled by the Business User, mention KPI definition,
mention KPI/ Report Name> formula/ logic, and business rules>

<To be filed by the Business User, <To be filled by the Business User, mention KPI definition,
mention KPI/ Report Name> formula/ logic, and business rules>

… …

.. ..

What conditions or criteria should the KPI take into consideration? *

Data/Report layout*

Business user comments if any

<To be filled by the Business User, specify relevant comments about request>

Attachments

<To be filed by the Business User, <To be filled by the Business User, put attachment file
mention KPI Name> here>

<To be filed by the Business User, <To be filled by the Business User, put attachment file
mention KPI Name> here>

.. ..

.. ..

Data_Automation_R
equest_Form.docx

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Control Framework
Objective is to provide industry best practices on Job schedules, exception handling and usage
tracking.

Alerts

Scheduling

Usage Tracking

When to Schedule Alerts

MicroStrategy can be configured to send an alert to your phone when a metric on a report meets a
specific custom-defined condition. For example, you can configure an alert for when the sales data in
a report drops below $750,000. These alerts are called push notifications.

Daily alerts can be configured to report the previous day’s sales. Below are some templates:

Template:

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Users can also get email notification updates regarding job failure or technical system failures. Below
is a template of an email notification:

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When to Schedule a Report

The scheduling of reports depends on the time granularity of the KPIs and the story it is conveying to
its users. The frequency standard for monitoring the key aspects of business functions should take the
below points into consideration:

Urgency: Time frame of changes:

The urgency with which the information is Operational Reports for E.g., Daily Sales
required defines the frequency at which the report, Weekly report etc.
KPI/report should be refreshed.

Accuracy: Cost/ benefit reports:

To derive valuable insights, the data needs
to be accurate and timely refreshed. But if
data is in huge volume then refreshing it on
a more frequent basis might not be
economical from time as well as cost
perspective.
One should consider if measuring the
performance result more frequently, worth
the benefit of having more frequent
feedback. The costs, such as, data
gathering costs, time involved, management
meetings required should be considered.

How to Promote BI Culture - Track Usage?

Configure “Usage Tracking Reports” to get a sense of the adoption level of Mobily’s dashboards and
reports.

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Average Execution Time: This KPI Number of Users: This KPI provides the
provides the average elapsed time to number of users that have logged in and
execute a report on the warehouse data accessed the dashboard. It can be used to
source. evaluate the extent of user adoption.
Administrators can use this KPI to confirm
the time frame of the data being loaded and
that it does not unnecessarily slow down the
server.

Total Executions: This KPI provides the
total number of times the dashboard has
been executed. Administrators can use this
KPI to evaluate how frequently a dashboard
is accessed.
Error Rate: This KPI gives the percentage
of reports that don't run to completion due to
some error.
By using this KPI, appropriate actions can
be taken in case of a high error rate.

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Advanced Analytics
Why do we Need BI Guidebook for Advanced Analytics?
The BI Guidebook for Advanced Analytics is a reference guide for analytics standards and industry
best practices. It also has practical steps to develop and implement advanced analytics initiatives at
Mobily.
This document explains the following topics in detail:
1. Framework for identifying and prioritizing analytics use cases for development
2. Framework to select analytics approach: segmentation or machine learning
3. Segmentation: best practices and key steps involved
4. Machine learning: best practices and key steps involved

Framework for Identifying and Prioritizing Analytics Use Cases for Development
The advanced analytics journey starts with identifying the right use cases that can be solved through
data and analytics. Since not all problems or opportunities can be solved through data analysis or
machine learning, we must identify the right set of business use cases for development.

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The below table captures the list of questions that must be filled for each business use case.

S. No. Metrics Questions Response

Is the selected use case important

1 Need of the organization
for the organization?

Does this use case has buy-in

2 Need of the organization
from the leadership?

Will greater insights in this use

case positively impact the
3 Business Value
organization’s key performance
metrics?

What is the ROI expected from

4 Business Value
implementing this use case?

Do we have the data and

5 Ease of implementation infrastructure to deliver this use
case?

Do we have the right people and

6 Ease of implementation
skillsets to deliver this use case?

To select analytics, use cases for development, Mobily needs to rank all use cases against 3 metrics:
1. Need of the organization
2. Overall business impact
3. Ease of implementation
The composite score of these metrics will be used to prioritize the analytics use cases (see below
format).

B. Overall
S. Analytical A. Need for C. Ease of Composite
business
No. use cases organization deployment rank
impact

1 Use Case 1

2 Use Case 2

3 Use Case 3

4 Use Case 4

5 Use Case 5

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Framework to select analytics approach – Segmentation or Machine learning

Data Analysis Interface for

(Segmentation and insight
data mining) consumption
(Dashboard,
Report, API etc.)
No

Business Data
understanding assessment
and Initial data Machine
availability Yes
analysis to Prediction learning
check define KPIs and required? Model
target development
Convert business definition.
problem to data Feasibility to do
science problem the analysis or
through issue tree prediction
approach

It is equally important to select the right use case for machine learning modeling. According to
research company Gartner, 85% of Machine Learning (ML) projects fail and that trend is predicted to
continue through 2022 because of how machine learning is applied to projects and solve business
problems.

The key reasons for machine learning model development failure are:

1 2 3 4
Using data that’s Thinking ML can Failing to Lack of
not “clean” solve any collaborate with infrastructure for
problem the operations ML model
team deployment

Having a huge ML is not a “one size Working in isolation A comprehensive

volume of data fits all” solution. can result in an system is needed to
doesn’t mean that ML unnecessarily long deploy ML models
will be able to pull Before applying ML, process. and reap the benefits.
useful insights from it. ask these questions:

Focus on quality over Are the ROI and

quantity when it benefits measurable? By involving other Model/algorithm
comes to data. experts who development is only a
Is the use case understand the part of the ML
Make sure the data is scalable to other intricacies and ecosystem.
“ML-ready” and similar processes? context, you can avoid
relevant to the There are also costly mistakes.
insights you want to instances where the
pull from it. best solution is a
cheaper and equally
or more effective
alternative to ML.

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To correctly identify machine learning opportunities, following framework can be used:

Can you
Do you need formulate your Refine your
Start Can you create
automation and problem problem
prediction? the rules? N N
Y clearly?

N Y
Y

Manual work Rule based

programming

Y Do you have Y Do you have Y Can you Y Machine

Do you have measure Learning/
regular meaningful
data? success? Deep
pattern? features?
Learning

N
N
N

Collect data Enhance data or look for other data sources

Segmentation: Best practices and Key steps involved

Segmentation is an important analytics technique for generating meaningful insights from past
historical data. The segmentation technique is predominantly used in identifying customers with varied
needs and behaviors. Robust customer segments can be used by various teams like sales and
marketing or the campaign team to target the right customers with the right offer at the right time.

There are primarily 3 types of segmentations being developed in the industry basis business use
cases:

1. Behavioral segmentation
2. Value segmentation
3. Needs-based segmentation

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The below snapshot provides a detailed understanding of these segmentation types

:

Needs-Based Behavioral Value-Based

Segmentation Segmentation Segmentation

Customer needs, Behavioural Financial value-

wants, and customer data e.g., related data such
preferences as usage, as customer
basis for clustering transactions, revenue, profit,
include lifestyle, buying patterns, cost-to-serve, cost-
psychographics, etc. to-sell, etc.
etc.
Potentially More advanced
Definition of enhanced by data includes
Base relevant ‘needs observable customer lifetime
data to palette’ is “synthesized” value based on
cluster fundamental to variables e.g., ratio past value and
achieve meaningful inbound/outbound extrapolation on
segments. contacts. future value.
Value is directly
impacted by
calculation
assumptions (often
company specific).

Can be difficult to 100% attributable by 100% attributable by

attribute if segments definition i.e., each definition i.e., each
Attribution
cannot be linked back customer can be linked customer value can be
degree
to observable to one segment only. calculated.
parameters.

Insight into why Insights into Direct insight into

customers are observable facts the value of
behaving in certain linked to customers and
ways. behaviours (who segments; when
does what) to use future value is
Can lead to the
in order to align included, insights
Main identification of new
offerings to on value potential.
results unmet needs to
customer, increase
increase/capture Direct insight into
organization
more customer the value of
effectiveness for a
value. customers and
given pattern, etc.
segments; when
Provides no insight future value is
for reasons of included, insights
certain behaviour on value potential.
and how to affect it.

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Sophistication of Segmentation Solutions: Greater insights can be generated by overlaying

behavior and needs.

Segmentation Sophistication /
Pros Cons
Model Complexity

► Segmentation
► Easy to understand driven by things you
Behaviors
► Easy to attribute want to change in
your base

► Requires Primary
► Insightful about
Research
customers’ and
Needs ► Can be difficult to
prospects’
attribute to the
motivators
customer base
► Same as Model #1,
Needs
► Like Model #1, but in that it is a
segments are also segmentation
Behaviors
described by driven by the
average needs WHAT, not by the
WHY

Behavior ► Like Model #2, but

segments are also
Need ► Like Model #2
described by
average behaviours

Behaviors ► Enables attribution ► It is a mix of needs

Behaviours by increasing the and behaviours: it is
Need behavioural more difficult to
components operationalize

► Combines the
► More complex to
PROs of Model #1
execute
Needs Behaviors and Model #2
► Attribution of the
► Creates an
Needs-Based side
actionable
can still be difficult
Opportunity Map

Given the importance of the actionable segment for client-centricity, the design of a common
methodology based on best practices will act as the foundation for Mobily.
The nine-step approach will build an effective segmentation for identified use cases. The nine-step
approach includes several sublevel tasks which will vary depending on segmentation type: Behavioral,
Needs, or Value. The generalized task-level model is presented below:

S.No. Heads Sub-Tasks Technique/ Activity

1 Building 1.1 Understand business Objective should be aligned with

Segmentation context the business context.
Objectives &
1.2 Analyze current state
Dimensions

2 Segmentation 2.1 Build initial segmentation Create hypothesis

Hypothesis hypothesis
For example, to target
customers based on needs or
value.

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S.No. Heads Sub-Tasks
3 Source Data For 3.1 Identify data sources
Segmentation
3.2 Append external third-party
data
3.3 Extract data & design
analytics record
3.4 Create integrated view of
customer
4 Data Treatments & 4.1 Analyze data quality
Transformations
4.2. Apply data treatments
4.3 Apply data transformations
5 Create 5.1 Conduct initial exploratory
Segments/Statistical analysis
Treatment
5.2 Build initial segmentation
5.3 Generate and fine-tune
model
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Technique/ Activity
Different customers have
different needs and there are
also profitable high-value
customers.
List the relevant data sources
and the type of data to be
identified.
For example, demographic,
transactional data, third-party
data, billing data, complaints
data, etc..
4.1.1. Data profiling (missing
data, null value, cardinality
check, data type check,
duplication check)
4.2.1 Imputation of missing
values (fill in zeros, fill in
average, fill in max, fill in mode)
4.2.2 Conversion of data types
4.2.3 Removing duplicate
entries
4.3.1 Normalize (standardizing
the data by taking z value)
4.3.2 Taking logarithms of data
4.3.3 Moving averages
4.3.4 One hot encoding
4.3.5 Feature embedding
4.3.6 Principal component
analysis
5.1.1 Correlation analysis
5.1.2 Graphical plotting and
analysis
5.1.3 Pie chart analysis
5.1.4 Data structure analysis
5.2.1 Unsupervised
segmentation
5.2.1.1 K-means
5.2.1.2 K-modes
5.2.1.3 t-SNE clustering
5.2.1.4 Hierarchical clustering
and network analysis
5.2.2 Supervised segmentation
5.2.2.1 XGBoost
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S.No. Heads Sub-Tasks Technique/ Activity

5.2.2.2 Random forest
5.2.2.3 Logistic regression
5.2.2.4 Naive Bayes
5.2.2.5 Decision tree
5.3.1 Model hyperparameter
tuning
5.3.2 Improving accuracy,
precision, and recall
5.3.3. Confusion matrix

6 Segment Profiling & 6.1 Profiling and reporting 6.1.1 RFM technique,
Identifying demographic, and life stage
6.2 Prioritize actionable
Actionable
segments 6.2.1 Prioritization matrix
Segments

7 Merge Segmentation 7.1 Merge segmentation 7.1.1 Image processing

Approaches approaches technique (thresholding
segmentation, edge-based
7.2 Finalize actionable
segmentation, region-based
segments
segmentation)

8 Define Segment 8.1 Initiate segment strategy and Based on customer profiling,
Strategy & treatment identify the customer
Treatment segmentation strategy and
8.2 Design customer segment
upselling and design the
roadmap
roadmap accordingly.

9 Operationalize 9.1 Deploy segmentation 9.3.3 Process set up for self-

Segmentation learning and training the model
9.2 Monitor segment
at regular interval basis PSI and
performance
CSI reports.
9.3 Maintain analytical models
Develop feedback mechanism to
and data
perform monthly validation for
model robustness.
Continuous enhancement by
inclusion of new data sources.

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Machine Learning: Best Practices and Key Steps Involved

Machine learning is used to forecast, classify, or segment the data using computer algorithms. It can
be used to forecast time series trends using models like ARIMA, or to classify whether a data
observation belongs to a certain category using techniques like XGBoost. It can also be used to find
similarities in data using unsupervised learning, or segmentation using algorithms like K-means.
The below flowchart provides a look at the types of machine learning algorithms used under various
categories.

Neural
Networks

Regression

Generalized
Linear Models

Supervised
Random
Forest
Tree Based
Gradient
Boosted
Networks
Classification
Logistic
Machine Regression
Learning
Support
Vector
Machine
Clustering
Unsupervised PCA
Dimension
Reduction
Factor
Reinforcement Analysis
Learning

Certain steps must be followed when applying a machine learning technique. Below is the generalized
list:

S.No. Modelling Approach Description Technique/ Activity

1 Identify Machine This step is to identify the ► Understanding the problem

Learning Class nature of the problem, statement
whether it is a forecasting,
► Assessing the desired outcome
supervised, or unsupervised
learning problem.

2 Data Selection, Data is selected from the ► Missing data analysis

Creation and data dump or created as per
► Duplication analysis
Transformation the requirement of the use
case. If the raw data is not ► Cardinality analysis
understandable or has
► Data type analysis
deficiencies like missing data
or duplication, then it is ► Data imputation

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S.No. Modelling Approach Description Technique/ Activity

transformed to remove those
► Data homogeneity check
deficiencies and make it
more complete.

3 Exploratory Data Exploratory data analysis or ► Correlation analysis

Analysis and Data EDA is done to find out
► Graphical plotting
Pre-Processing relationships and patterns in
the data to help us ► Data structure analysis
understand it well.
► Normalization and
Data pre-processing includes standardization of data
transforming the data to get it
► Moving averages
into model-ready format.
► One hot encoding
Data after pre-processing is
divided into train, test, and ► Feature embedding
out-of-model validation sets.
The train set is used to train ► Principal component analysis
the model. ► Outlier removal
Test is used to see model
performance and to correct
hyperparameters.
The validation set is used to
assess model performance
after finalization of the model.
This process helps in the
generalization of the model.

4 Feature Engineering Feature engineering is the ► Feature extraction using domain

and Selection process in which existing knowledge
knowledge is used to extract
► Grouping features
characteristics and attributes
from the raw data. ► Data extraction
Feature selection means ► Feature split
screening variables and
► Relative importance
keeping relevant variables
with the objective of reducing
computation cost and
improving model
performance.

5 Model Development Model development is the Supervised regression learning

process of creating a
machine learning model for
the use case.
► ARIMA and SARIMA
► ARIMAX and SARIMAX
► Linear regression
► Multivariate regression

Supervised classification learning

► XGBoost
► Random forest
► Decision trees
► Logistic classifier

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S.No. Modelling Approach Description
6 Hyperparameter Hyperparameter tuning deals
Tuning with updating the model
parameters to best fit the use
case and improve the model
performance.
7 Model Selection Model selection is the
process of choosing the
champion model from the set
of models created using
different techniques based
on performance metrics.
8 Model Maintenance Model maintenance is the
and Monitoring process of correcting and
maintaining any deviations in
the model performance over
a period.
Model monitoring refers to
tracking the performance of
machine learning models
which have been deployed
into production.
s
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Technique/ Activity
► Naive Bayes
► Support vector machines
► Gaussian process classifier
Unsupervised learning
► K-means
► K-modes
► Hierarchical clustering
► t-SNE cluster analysis
► Self-organizing maps
Reinforcement Learning
Hyperparameters vary depending
on the type of model selected.
For example:
► ARIMA has seasonality length,
MA term, and AR term as some
of its hyperparameters.
► XGBoost has tree length, scale
position weight, and seed as
some of its hyperparameters.
► Accuracy
► Precision
► Recall
► RMSE
► MAE
► MAPE
► Confusion Matrix
► Process setup for self-learning
and training the model at
regular interval basis PSI and
CSI reports.
► Develop feedback mechanism
to perform monthly validation for
model robustness.
► Continuous enhancement
through inclusion of new data
sources.
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Support to Business Users

Below are some measures which can be taken to ensure smooth functioning of operations and
provide a seamless service to users:
Business as usual

Carry out periodic

Run spot checks –
activities like
1 Monitor server
availability/uptime
2 database record
count, query audit
3 database
purge/archive, files
table
archive/delete

Application outage Job delayed/failure:

4 Verify critical reports
for refresh
5 (unscheduled):
identify root cause
6 identify the cause
for delay/failure –
for unavailability server, data, event

Report/dashboard Monitor and review

9
Roll-out outage
7 communication and 8 recovery: Re-run
the job to refresh
Business users’
adoption of BI
recovery window
the report application

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In case of a defect, the below approach can be followed to resolve the issue:

An issue either reported by end-user or identified by

Defect
application support team

Root Cause
Issue root cause, cost of fix, impact to business
Analysis

Governance
RCA evaluated and prioritized for fix
Team

Leverage RCA to initiate design. Fix all identified Solution

touchpoints in the application Sketch

Test Driven Regression test the fix to ensure no impact to existing

Development code base

Integration
Code fix is tested by integrating with the entire code base
Test

User
End-user testing the fix for desired results
Verification

Leverage RCA to initiate design. Fix all identified

Production
touchpoints in the application

Monitor the fix for two weeks to ensure the issue does
Sustain
not come again

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Incidents can be prioritized for their efficient handling.

High/ blocking = Multiple users

1 No workaround

Medium = Multiple users, workaround available

2 Single user, no workaround

Low = Single User

3 Workaround available

For each priority, SLAs can be defined:

Priority Level Target Response Time Target Resolution Time

Priority 1 1 Business Hour 4 Business Hours

Priority 2 1 Business Hour 7 Business Hours

Priority 3 2 Business Hours 15 Business Hours

Business Working Hours: 09:00 – 18:00 (TBD)

Support window will be 9 hours a day.
*The above timings can be decided by the business.
For efficient incident management, consider the following steps:

Incident Navigation

1. Incident priority and corresponding resolution time to be discussed with business and followed
through.
2. Industry leading incident management tool to be used for managing incident queue.
3. Incident log to be reviewed for prioritization, SLA adherence, etc.

How to request for MicroStrategy User Access

MicroStrategy Access Steps

1- Request access through IDAM https://mim.mobily.com.sa/IdentityManager/
1- Start new request.

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2- Search for the group name:

 For Development: MSTR Dev Users
 For Production: MSTR Application Users

3- Click on request and submit the request after filling the required.

2- To access Development Web intelligence server:

https://mstr-dev.prod.mobily.lan:8443/MicroStrategy/servlet/mstrWeb

3- To access production Web intelligence server:

https://mstr-prod.prod.mobily.lan:8443/MicroStrategy/servlet/mstrWeb

Username: “Windows ID”

Password: “Windows Password”

If user is not been sync with LDAP Group, kindly raise below request
https://intranet/tech/Accessmanagement/One%20Identity%20User%20Guide/MIM%20-
%20AD%20Group%20Ad-hoc%20request%20Guide%20V1.0.pdf

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1. Login on 1IDM portal https://mim.mobily.com.sa/IdentityManager with your domain credentials:

2. Click on “Start New Request”:

3. Below page will be displayed for end users.

Note: Business Managers will have option to choose recipients of access (Follow step 4):

4. Business Managers will have option to choose recipients of access from their reportees.

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5. Click on AD Groups Catalog box.

6. All Ad-Hoc requestable AD groups will be displayed as following:

7. Select the desired group and click on “Submit request now” button on the bottom right side of the
screen:

8. Provide business justification and click on “Submit” button.

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9. Below screen indicates that your request has been submitted and routed to appropriate approver.
To view your request history, please click on “View the request History” as shown below:

10. Below page will show you your request history with newly requested item on top of the page.

11. Click on “Workflow” tab to see the approver details:

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12. Below page will show number of approvers and their details:

Note: requester will be notified at every approval step via Email

How to raise a New CRQ (Teradata Password Reset)

Remedy Access:

Please access the ‘bmc’ Remedy (Digital Workplace) by using the below URL:
https://remedysmart.prod.mobily.lan/dwp/app/#/catalog
Please enter your valid credentials in the below logon window.

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Upon the approval of your credentials, ‘bmc’ Digital Workplace navigates you on the main page of
Remedy (as mentioned below).

Browsing the Menu:

To create a new request (CRQ) you need to follow the below steps:
Click on the “Browse categories” a drop-down list on left hand side of the main window.

A list with several options will drop down in front of you.

Click on “IT Service Requests” only

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New CRQ Creation:

You will be brought on the “IT Service Request” now search for Teradata in search bar (as mentioned
in below snapshot)

By clicking the “Teradata Change Request” a detailed form will pop-up with several empty fields, which
you need to fill from upside down. Please select the following fields as mentioned in below snapshot
as it is.

Request action, action, cluster type, database name, application name.

Moreover, please mentioned exact user ID of Teradata for which password reset is required

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How to raise a New CRQ (Teradata Change Request)

Remedy Access:
Please access the ‘bmc’ Remedy (Digital Workplace) by using the below URL:
https://remedysmart.prod.mobily.lan/smartit/app/#/ticket-console
Please enter your valid credentials in the below logon window.

Upon the successful logon, ‘bcm’ Digital Workplace navigates you on the main page of Remedy (as
mentioned below).
1. Click on Create New button.
2. Select Change Request option from the list.

3. For Template selection, select Teradata DB Request.

4. Once Teradata DB Request option is selected. Check the radio button and move on by
clicking on the *Continue* button at the footer on the page:

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It will take you to the main page of Change Request creation page.

Filling of Change Request main page:

5. Write Summary (brief overview, less than 100 words)
6. Write Description (Write comprehensive detail so Ops team would have a clear idea what
services you are looking for?)

7. *Change Coordinator* & *Coordinator Groups* are important fields to select, it will decide your
request/CRQ will be assigned to which Remedy assignment group?

8. Click the edit buttons (highlighted red) in the above snap, to correctly select the Change
Coordinator & Coordinator Group.
9. Uncheck the by-default selected check “Assign to me” (see the below snapshot).
10. Keep *Support Company* to All (default setting)
11. Select *Support Organization* to ‘IT Operation AOA’
12. Select *Support Organization* to ‘Teradata Database Team’
13. Select appropriate *Associate Name*.

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After selecting the *Change Coordinator* & *Coordinator Groups*, next step is to select the *Change
Manager* and *Manager Support Group*.
14. Click on the edit button of * Manager Support Group*.

15. Select Support Organization as “IT Operation-AOA” (as shown in below snap)
16. Select “Teradata Database Team” as “Support Group”.
17. Click on “Azfar Rashid”, it will automatically select as a “Change Manager” (as per above
snapshot).
18. Click the “Submit” button to end the Request Change Form

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Once Change Request form will submit, it will bring you the page which will be showing a summary of
submitted form (as shown below)

19. Click on the left side of the panel to assign the CRQ to Teradata Database Team’s queue.
20. Select “Request For Authorization” and click the “Save” button.

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To check the submitted CRQ, put the CRQ number in the search field and click on the magnifying
glass to start the search.

Make sure CRQ status should be “Planning in Progress” (not draft) before contacting with Teradata
Ops team.

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Representative flow of events while managing production incidents

IT Incident
Operations Management Raised By:
Team IT Operations Priority 1
Tool
Description: Report
rendering is slow
Priority 2
Priority 3

Incident logged
Support Team

Incident allocation

Data Application
BI Engg DB
Reason identification Reporting Layer
Support hours

Incident resolution as per analysis

Coordinate with
Business OR
Resolve Internally
IT Operations Incident
Team Closed

Monitor and close

A similar approach can be adopted for user change requests.

To cater to new business requirements over and above existing functionality:

1. Have demand capacity planning every month/quarter to forecast the available capacity
2. Have teamwork with business and IT to prioritize the CRs
3. Have team provide extended support to deliver business critical CRs

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References
1. BI Operating Model
2. Data Types: Schwabish, Jonathan. Better Data Visualizations: A Guide for Scholars, Researchers,
and Wonks. Columbia University Press, 2021.
3. When to schedule alerts
4. How to Promote BI Culture – Track Usage
MicroStrategy Recommendations on Best Practices
1. Best practices while creating reports and documents
2. Best practices for enhancing performance on a mobile device
3. Best practices while planning reports and documents
MicroStrategy Success Stories
1. MicroStrategy for telecommunications
2. Genesys: Modernizing with Embedded Analytics
3. Retail banking credit card application by nice
4. Electric Vehicles in Europe and Washington State

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Data Integration Design (Technical Section)

Data integration involves taking data from different sources and combining it into a single dataset. The
goal is to provide users with consistent access and delivery of data across the spectrum of subjects
and structure types, and to meet the information needs of all applications and business processes.
Why Data Integration is Important
In competitive markets, enterprises that want to remain relevant are embracing big data. Using data
integration, these huge volumes of datasets can support and benefit everything from business
intelligence and customer data analytics to data enrichment and real-time information delivery.
Data integration services and solutions are most often used to manage business and customer data.
Enterprise reporting, business intelligence (BI data integration), and advanced analytics can all be
supported by funneling integrated data into data warehouses or virtual data integration architecture.
Customer data integration offers many benefits, including a complete overview of a broad range of
business process aspects, including key performance indicators (KPIs), financial risks, customers, and
regulatory compliance efforts.
What is Right ‘Data Integration’ Design for Customer
To combine data from different sources and obtain meaningful information, the processing procedure
needs to be defined, keeping in mind the type of data and needs of the users.
Below are the types of Data Integration Designs:

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Data Consolidation: This process

pulls data from different sources into
one integrated data store. One of the
most commonly used data
consolidation techniques is Extract,
Transform, Load (ETL).

Data Propagation: This integration

method duplicates data from one or
more sources to another. Data stored
in source data warehouses is copied
and transferred to local access
databases based on propagation
rules.

Data Federation: This technique

consolidates data and makes it easier
to access for consuming users and
front-end applications. In the data
federation technique, distributed data
with different data models is integrated
into a virtual database that features a
unified data model.

Data Integration Technologies

The most popular data integration technologies in use today are:
Extract, Transform, Load (ETL)
Extract, Transform, Load (ETL) is a data integration process that involves extracting data from a
source system and loading it to a target destination after transformation. ETL is used primarily for data
consolidation and can be conducted in batch processing or in real-time.
Data is first extracted from a source such as a database or ERP solution and transferred to another
database or data archive. In the transformation step, that data is prepared for the specific data
management use case. This could include data cleansing, data quality, or data reconciliation. Finally,
the data is loaded to a target destination.

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Enterprise Information Integration (EII)

Enterprise Information Integration (EII) takes a large set of nonuniform data sources and delivers them
as a single homogeneous data source. Also considered a type of data federation technology, EII
creates a virtual layer to hide the complexities of connecting to different data sources and instead
allows developers and business users to treat them as a single database.
The benefit of EII is that unlike batch ETL, it can easily handle real-time data integration and delivery
use-cases and provide fresh data for analysis and reporting.
Enterprise Data Replication (EDR)
Enterprise Data Replication (EDR) is a data propagation technique that involves moving or copying
data from one storage system to another. In its simplest form, the sending and receiving databases
have the same schema. More recently, the process has been used in more complex cases involving
different source and target databases. Depending on the business needs, data can be replicated at
regular intervals, in real-time, or sporadically.
The main difference between EDR and ETL is that EDR does not transform or manipulate the data.
Data Latency/Data Refresh Frequency
The data refresh frequency is determined by the type of processing selected, i.e., batch processing or
real-time/near real-time processing based on the type of data.

Batch Processing can be used to process
large volumes of data, where a group of
transactions is collected over a period. The data
is collected, entered, and processed to produce
batch results.
Examples of where batch processing is used:
credit card transactions, bill generation, etc.
Real Time Processing is for fast and quick
responsive processing that supplies an
immediate response. It is best suited in an
environment where many events must be
accepted and processed in a short time.
Examples of where real time processing is used:
bank ATM transactions, customer services,
radar system, weather forecasts, temperature
measurement, etc.

In real-time processing, the system remains active throughout and responds as and when new data is
received. In batch processing, the frequency is lower and based on decisive intervals.
Data Integration Challenges
Data integration offers an invaluable amount of information that lets a business implement new
innovative services. However, it also has its challenges.

Challenge 1: Your data is all over the place.

The data is available, but it’s not centralized and there’s no plan for how to combine these disparate
sources into one unified source. Expecting human power to perform this level of data integration is a
waste of time and precious human resources.
This leads to the second problem: the existence of data silos, where groups of data are inaccessible
to all but one department.
Organization-wide information silos happen when there’s no alignment on how, who, and where to
enter and update data. Every team possesses a different, but equally valuable, facet of data that can
provide insights not available to others. For example, a marketing team’s targeted email campaign to

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existing customers will be much more effective if they have access to customer data collected by the
customer support team. Without it, they would lose out on time, resources, and opportunities.

Challenge 2: You can’t get your data in time.

There are some instances where real-time or near real-time data collection is necessary. For
example, a retailer with an e-commerce site may want to display targeted ads to individuals based on
search history. In order for this to work, data would need to be collected in a certain time span.
Manually collecting this kind of data would be a monumental task that would be near impossible, not
to mention highly inefficient.

Challenge 3: Your data is in the wrong format.

A business can collect data through a number of applications, from accounting and billing software to
lead generation tools to CRM. However, each of these tools is likely used and maintained by different
teams, which means that each has their own process for inputting and updating data, including its
format. Even with the same exact type of data such as phone numbers, one team could enter it as
(00) 555-5555, while another team formats it as +00 555 5555.

Challenge 4: Your data quality is poor.

To minimize the amount of bad data entering the system, and the consequences such as lost revenue
and missed insights, it’s imperative to validate data early on in the process. It’s also useful to monitor
the data pipelines on a regular basis so that outliers can be identified before they become bigger
problems.
Data quality management is an essential part of the process that drives innovation and results in more
accurate business decisions.

Challenge 5: There are duplicates in the data pipeline.

One of the biggest issues is data duplication, which is when there are multiple copies of the same data
source across an organization. This occurs across a large majority of businesses (92% are aware of
this issue) and is often the result of not having a centralized source and the silo mentality mentioned
above.
Duplicates may seem harmless but when left unchecked, they can cause unexplainable variations and
negatively impact the quality of your data and the processes surrounding them.

Challenge 6: There is no clear common understanding of your data.

Open communication across an organization and data sharing are the first steps towards successful
data integration. But it doesn’t stop there. It’s equally important to establish a common understanding
of data definitions and permissions.
By ensuring that there is a roadmap and clear ownership of data, it will help eliminate issues that arise
from misinformation and misalignment.
Overcoming the data integration challenge
Given how quickly and how much data is being created today, managing that data is becoming
increasingly critical to an organization’s success. It’s important to take a step back, review the
business goals, and identify which of these challenges could be blocking progress. By understanding
the cause and how to overcome or avoid these issues, you can accelerate business transformation
and ensure that you get the most value from the applications, functions, and processes being used.

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