Business Analytics

- Prof. Mitesh Jadav

- Faculty of Management Studies
Program - Course

PROGRAM Master of Business Administration

SEMESTER 1
COURSE TITLE Business Analytics
COURSE CODE 04MB0105
COURSE CREDITS 3
COURSE DURATION 42 Hrs (42 sessions of 60 minutes each)
INSTRUCTOR Prof. Mitesh Jadav
EMAIL: mitesh.jadav@marwadieducation.edu.in
Learning Outcomes
• Judging business analytics and its role to support business decisions.
• Integrate ethical decision-making in structured or unstructured
situations.
• Formulate appropriate analytical methods to find solutions to
business problems.
• Evaluate basic framework for business intelligence systems and
applications of business analytics.
• Integrate and Apply knowledge on Multidimensional Data Modeling
and Data Warehousing to find solutions to business problems.
Text and Reference Books

Sr. No Author/s Name of the Book Publisher Edition & Year

Business Analytics- The Science of Data-Driven 1st
T-01 U Dinesh Kumar Decision Making Wiley Edition,2017
R.N.Prasad & Seema 2nd Edition,
T-02 Acharya Fundamentals of Business Analytics Wiley 2016

Data Warehousing
T-03 Paulraj Ponniah Fundamentals Wiley 2001
McGraw Hill First edition,
R-01 Anil Maheshwari Data Analytics Education 2017)

R-02 Sahil Raj Business Analytics Cengage Learning Latest Edition

2nd
R-03 James Evans Business Analytics Pearson Edition,2018
Business Analytics - Units
1. Business View of Information Technology Applications
2. Digital Data
3. Business Intelligence
4. Multidimensional Data Modeling
5. Data Warehousing
Business Analytics – Sub units
Unit-1. Business View of Information Technology Applications
1. Business Enterprise Organization
2. Its Functions and Core Business Processes
3. Key Purpose of using IT in Business
4. Characteristics of Internet-Ready IT Applications
5. Enterprise Applications and Bespoke IT Applications
6. Information Users and their requirements
7. Case Study: Good Life HealthCare Group, Good Food Restaurants Inc, Ten to
Ten Retail Stores
Business Analytics – Sub units
Unit-2. Digital Data
1. Structured Data
2. Semi Structured Data
3. Unstructured Data
4. On-line Transaction Processing
5. On-line Analytical Processing
6. Different OLAP Architectures
7. Data Models for OLTP and OLAP
8. OLAP Operations in Multidimensional Data
Business Analytics – Sub units
Unit-3. Business Intelligence
1. BI Component Framework
2. BI Users, BI Applications
3. BI Roles and Responsibilities
4. Best Practices in BI
5. Evolution of BI
6. Need for BI at Virtually all Levels
7. BI for Past, Present and Future
8. BI Value Chain.
Business Analytics – Sub units
Unit-4. Multidimensional Data Modeling
1. Basics of Data Modeling
2. Types of Data Model
3. Data Modeling Techniques
4. Fact Table
5. Dimension Table
6. Typical Dimensional Models
7. Dimensional Modeling Life Cycle
8. Designing the Dimensional Model
Business Analytics – Sub units
Unit-5. Data Warehousing
1. Objectives
2. Defining Features; Subject-Oriented, Integrated and, Time-variant and
Nonvolatile Data
3. Data Granularity
4. Data Marts: How are They Different
5. Top-Down Versus Bottom-Up Approach
6. Overview of the Components Source Data, Data Staging, Data Storage
7. Information Delivery Component and Metadata component
8. Management and Control Component, Metadata in the Data Warehousing
9. Types of Metadata
Business View of Information
Technology Applications
Unit -1
Unit-1 Business View of Information
Technology Applications
Business analytics is a set of statistical and operations research techniques, artificial
intelligence, information technology, and management strategies used for framing a
business problem, collecting data and analyzing the data to create value to
organizations.

Competence to harness the power of data

Data as "corporate asset“

Historical data is like the "finger print" or DNA of an enterprise and can potentially be
a smart guidance system.
1.1 Business Enterprise Organization, Its
Functions and Core Business Processes

Enterprise

Internal Unit /
Support Units
Business Unit

Product/Service Marketing & Information

Finance H.R. R&D
Line Sales Technology
1.2 Core Business Processes

Sales and Product/Service Product

Quality
Marketing Delivery Development

Human
Supplier
Accounting Technology Resource
Management
Management

Legal and Corporate Procurement

Compliance Planning (Purchases)
1.3 Key purpose of using IT in Business
To enhance personal
• Office productivity/office automation IT applications
productivity

Departmental IT Applications • Payroll IT application

Online Transaction
• Online Airline Booking
Processing System
Business Process/Model
• Amazon book store
Innovation Applications

Decision Support Application • Decision-Making

1.4 Characteristics of Internet-Ready IT
Applications
Support large number of users of different interests and abilities.

Provides display on multiple devices and formats

Deployed on large secure servers through license management software

Support single sign-on and support special authentication and authorization requirements

Ability to run on any operating system

Ability to use/connect to any RDBMS for data storage

Could be implemented in multiple programming languages or combinations as well

Leverages enterprise storage capabilities and back-up systems

Supports extensive connectivity to different types of networks and Internet services

1.5 Enterprise Applications

Customer Customer
Supply Chain Human Capital Financial
Relationship Order
Management Management Accounting
Management Processing

Customer Product Corporate

Procurement Business
Order Distribution Performance
Management Planning
Fulfillment Management Management

Service or
Inventory Innovation
Repair Order
Management Management
Management
1.5 Bespoke IT Applications

Develop and implement an IT application with its dedicated

team

Who understand business process steps very well

Invest in hardware, software, development tools and testing

tools, and own the entire software lifecycle responsibility.
1.6 Information users
Employees, partners, suppliers, customers, investors, analysts, prospective
employees, and general public interested in the business affairs of the
enterprise

Office goers, mobile users, home office users, remote securely connected
users, casual visitors to website, and digital users who conduct transactions
using the Internet

Business leaders, decision makers, operations managers, project managers,

junior executives, and trainees who have a hierarchy
1.6 Information users

Role-based users who have access to certain category of IT applications, certain level
of classified information, access to specific systems, and even specific operations they
are allowed to perform.

Securely connected users who may be allowed to access specific servers from a
specific location during specified hours

Administrative users, who configure the IT environment, manage users access control,
execute anti-virus programs, perform anti-theft checks, install updates/upgrades,
back-up enterprise data, and restore in the event of data corruption
1.6 Information users

Users who have permission to read or update or have full control over the
enterprise information

Knowledge workers/analytical users who discover new patterns in the

enterprise data to help businesses make innovative moves in the market place
for competitive advantage

Multi-device access users who sometimes work in the office, move in the field,
use different devices ranging from desktop systems to hand held smartphones
to connect to the enterprise IT applications.
1.7 Information users requirements
Smooth authentication and access to authorized resources

Availability of IT applications 24 x 7, 365 days

Speed of information delivery without having to wait long for response from systems

Ease-of-navigation and simple "user experience" with personalization capabilities

Secure delivery and transport of data to and from the IT applications

Secure transaction completion and roll-back especially involving monetary transactions

Consistent, accurate information, and ability to recover/restart from faults

Anytime, anywhere, any device-centric information delivery

1.8 Case Studies

Good Life HealthCare Group

Good Food Restaurants Inc
Ten to Ten Retail Stores
Digital Data
Unit -2
Business Analytics – Sub units
Unit-2. Digital Data
1. Structured Data
2. Semi Structured Data
3. Unstructured Data
4. On-line Transaction Processing
5. On-line Analytical Processing
6. Different OLAP Architectures
7. Data Models for OLTP and OLAP
8. OLAP Operations in Multidimensional Data
Unit-2 Digital Data

Data that is to be converted into (or in the form of ) machine readable

language i.e. 0 & 1 is known as Digital Data

Digital Data are generated with the help of computers, Internet & digital
communication devices.

Digital data can be stored in the form of digital space such as drives, data
warehouses, clouds etc.

Three types of Digital Data are there namely: Structured, Semi Structured,
unstructured
Unit-2 Digital Data
Structure data can be organized into matrix form (e.g. rows & columns) & can be easily
used by computers.

Relationship exists between entities of the data such as classes & their objects. Example –
Data Stored in databases

Semi-Structure data is which does not conform to data model but has some structure &
cannot be easily used by computers. Example – Email.

Unstructured data is which does not conform to data model, does not has any structure &
cannot be easily used by computers. Example – Chats, images, videos, PPT’s, Letters,
researches, body of email etc.
2.1 Characteristics of Structure Data
Conforms to data model

Data is stored in forms of rows & columns e.g. relational database

Data resides in fixed fields within a record or file

Definition, format, meaning of the data is explicitly known

Attributes in a group are the same

Similar entities are grouped

2.1 Sources of Structure Data

Databases, e.g. Access

Spreadsheet

SQL

OLTP systems
2.2 Characteristics of Semi-structured Data
Does not conforms to a data model but contains tags & elements.

Data cannot be stored in forms of rows & columns

The tags & elements describe data is stored

Not sufficient metadata

Attributes in a group may not be the same

Similar entities are grouped

2.2 Sources of Semi - Structured Data
Email

XML

TCP/IP packets

Zipped files

Binary executables

Mark Up Languages

Integration of data from heterogenous sources

2.2 Challenges for Storing Semi - Structured
Data
Storage Cost

RDBMS

Irregular & Partial Structure

Implicit Structure

Evolving schemas

Distinction between schema & data

2.2 Solutions for Storing Semi - Structured
Data

XML

RDBMS

Special Purpose RDBMS

OEM
2.2 Challenges for extracting information
from Semi - Structured Data

Flat files – Difficult to index & search

Heterogenous sources

Incomplete & Irregular structure

2.2 Solutions for extracting information from
Semi - Structured Data

Indexing

OEM

XML

Mining Tools
2.2 Solutions For Analyzing Semi - Structured
Data
XML (eXtensible Markup Language)

Open source markup language written in plain text. It is hardware &

software independent.

Designed to store & transport data over the internet

It allows data to be stored in hierarchical nested structure. It allows user to

define tags to store the data.
2.3 Characteristics of Unstructured Data
Does not conforms to any data model

Data cannot be stored in forms of rows & columns

Not in any particular format or sequence

Not easily usable by programs

Does not follow any rules & semantics

Has no easily identifiable structure

2.3 Sources of Unstructured Data
Web pages

Memos

Videos

Images

Body of an email

Word documents

PPT’s

Chats

Reports
2.3 Manage Unstructured data

Indexing

Tags / Metadata

Classification / Taxonomy

CAS ( Content Addressable Storage )

2.3 Challenges for storing Unstructured Data
Storage space

Scalability

Retrieve Information

Security

Update & delete

Indexing & searching

2.3 Solutions for storing Unstructured Data

Changing format

Developing new hardware

Storing in RDBMS/BLOBs

Storing in XML format

CAS ( Content Addressable storage )

2.3 Challenges for extracting information
from Unstructured Data
Interpretation

Tags

Indexing

Deriving meaning

File formats

Classification / Taxonomy
2.3 Solutions for extracting information from
Unstructured Data
Tags

Text mining

Applications Platforms

Classification / Taxonomy

Naming conventions / standards

2.3 Solutions For Analyzing Unstructured Data
UIMA ( UNSTRUCTURED INFORMATION MANAGEMENT ARCHITECTURE)

Analysis engine enables integration & analysis of unstructured

information & bridge the gap between structured & unstructured data.

• Breaking up of documents into separate words

Various analysis
• Grouping & classifying according to taxonomy
engines analyze • Detecting parts of speech, grammar, & synonyms
unstructured data in • Detecting events & times
different ways such as: • Detecting relationships between various elements
2.4 ONLINE TRANSACTION PROCESSING
SYSTEM
On Line transaction Processing system (OLTP) designed to support on line transactions and query processing.

Example – Point Of Sale machine at supermarket store is an OLTP system.

OLTP systems refer to class of systems that manage transaction oriented applications.

These applications are mainly concerned with the entry, storage, & retrieval of data.

They are designed to cover most of day-to-day operations of an organizations such as purchasing, inventory,
manufacturing, payroll, accounting etc.

Airlines, mail – order, supermarkets, banking, insurance uses OLTP systems to record transactional data.
2.4 ONLINE TRANSACTION PROCESSING
SYSTEM
Advantages of • Simplicity
an OLTP • Efficiency
System • Fast query processing

Challenges of • Security
an OLTP • OLTP system data content not suitable
System for decision making
2.5 ONLINE ANALYTICAL PROCESSING SYSTEM

OLAP differs from traditional databases in the way data is conceptualized and
stored

OLAP data is held in the dimensional form rather than the relational form

OLAP tools are based on the multi-dimensional data model

The multi dimensional data model views in the form of a data cube
2.5 ONLINE ANALYTICAL PROCESSING SYSTEM

• Multi dimensional data representation

Advantages • Consistency of information
• “What If” Analysis
of OLAP • Provides a single platform for all
information's & business needs – planning,
systems: budgeting, forecasting, reporting , & analysis
• Fast & interactive ad hoc exploration
2.6 OLAP ARCHITECTURE / OPERATIONS –
MULTIDIMENSIONAL OLAP (MOLAP)
The storage is in proprietary formats and not in
the relational database.
Advantages of • Fast data retrieval
• Optimal for slicing & dicing
MOLAP • Can perform complex calculations

Disadvantages • Limited amount of data that it can handle

of MOLAP • Additional investment in Human & capital may be required
2.6 OLAP ARCHITECTURE / OPERATIONS –
RELATIONAL OLAP (ROLAP)

The data is stored in a relational database.

Advantages of • Can handle large amount of data

• Can leverage functionalities inherent in the relational
ROLAP database

Disadvantages • Difficult to perform complex calculations using SQL

• Performance can be slow, as query time can be long if the
of ROLAP underlying data size is large.
2.6 OLAP ARCHITECTURE / OPERATIONS –
HYBRID OLAP (HOLAP)
HOLAP technologies attempt to combine the advantages of MOLAP &
ROLAP

On the one hand, HOLAP leverages the greater scalability of ROLAP, on the
other hand, HOLAP leverages the cube technology for faster performance
and for summary type information.

However, HOLAP can also “drill through” into the underlying relational data
from the cube.
2.7 Data Model for OLTP - ER
2.7 Data Model for OLAP - Star
2.7 Data Model for OLAP - Snowflake
2.8 OLAP Operations in Multidimensional
Data
Slice

Dice

Roll-up or Drill-up

Drill-down

Pivot

Drill-across

Drill-through
THANK YOU!