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Data Analytics
Applications in
Latin America and
Emerging Economies
Data Analytics Applications
Series Editor: Jay Liebowitz
PUBLISHED
Actionable Intelligence for Healthcare
by Jay Liebowitz, Amanda Dawson
ISBN: 978-1-4987-6665-4
FORTHCOMING
Edited by
Eduardo Rodriguez PhD
CRC Press
Taylor & Francis Group
6000 Broken Sound Parkway NW, Suite 300
Boca Raton, FL 33487-2742
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Contents
v
vi ◾ Contents
Index............................................................................................................265
About the Editor
vii
Contributors
ix
x ◾ Contributors
There are several books on developing, in an independent way, the technical aspects
of analytics and its use in problem-solving and decision-making processes. This
book concentrates on understanding the analytics knowledge management process
and its applications to various socioeconomic sectors in a comprehensive manner.
The analytics knowledge applications are presented using cases from Latin America
and Emerging Economies where a solution has been achieved.
The Latin American and Emerging Economy examples are especially interest-
ing to study because they can incorporate the whole analytics process. They are
also good reference examples for applying the analytics process for SME organiza-
tions in some developed economies. Furthermore, the selected cases are a means
to identify multiple tacit factors to deal with during the analytics knowledge
management process implementation. These factors which include data cleaning,
data gathering, and interpretation of results are not always easily identified by the
analytics practitioners. This is driven by the fact that analytics process descriptions
come mostly from developed economies with very solid and mature organizations
that have already overcome several barriers in implementing analytics.
This book introduces the steps to perform analytics work in organizations
starting from problem definition and data gathering to solution implementation
and its evaluation. This book is organized into two sections: Section I includes
Chapters 1 and 2. Chapter 1 is about the evolution of the analytics concept and
the factors that are converging for the adoption of the analytics knowledge and
process. This chapter presents the alignment of analytics concepts, their evo-
lution, and the relationship to strategy formulation and management control
systems. In Chapter 2 the focus is on the analytics knowledge adoption and the
presentation is based on the review of the Analytics Knowledge Management
Process. The presentation of the Analytics Knowledge Management Process is
developed with a review of the analytics knowledge management subprocesses:
analytics knowledge creation, analytics knowledge storage and access, analytics
knowledge transfer, and analytics knowledge application.
Section II is related to the applications of analytics knowledge to real-world
cases. There are 11 cases included with a wide spectrum of topics and explaining
the theoretical treatment that some of the applications require. These cases cover
xi
xii ◾ Introduction
Evolution of
Analytics Concept
Eduardo Rodriguez
Contents
Summary ...............................................................................................................3
The Planning Process Experience and the Analytics Process....................................4
Adoption of Management Ideas from Mathematics and Science.............................9
Computational Capacity and Use of Data............................................................11
People’s Skillset and Its Development...................................................................12
Common Principles of Management Theories......................................................13
To Develop a More Intelligent Organization........................................................15
References............................................................................................................18
Summary
This chapter is a reflection on the evolution of the concept of analytics. Analytics as
a concept has been for many years in management practice under different labels.
Analytics has been part of the management thinking evolution that introduces a
scientific approach to make decisions, solve problems, and create knowledge. The
use of the analytics process is based on an aggregation of concepts that looks for
converting data into actions. The purpose of this chapter is to describe how through
time we have been looking for a better use of data resources combining rationality,
intuition, and the knowing methods that physical sciences use.
3
4 ◾ Data Analytics Applications in Latin America and Emerging Economies
organization in order to learn how to use new tools like analytics in the planning
process. Regarding this differentiation Martin (2014) wrote “True strategy is about
placing bets and making hard choices. The objective is not to eliminate risk but to
increase the odds of success.” It could be possible to say that the adoption of the
planning process in organizations is generalized but it is in a permanent improve-
ment and evolution according to the access and use of tools and resources available
such as the analytics process and its arsenal of methods and tools.
The review of the strategic planning includes the precision in the concepts
used, the process of planning itself, and the ways to implement it. For example,
Mintzberg (1994) who has been one of the main contributors to the understanding
of strategic planning process has included precision in the concepts that show in
his own work on strategic planning the mistakes in the use and definition of the
concepts within the strategic planning process. Sometimes planning is a limited
process in organizations, which focuses on the creation of documents that will be
reviewed periodically and not really a way to conduct the organization to achieve
the goals. There are several traps in strategic planning. One of them is to believe
that a plan is the solution for everything or the answer to any market change. This
experience from the planning process evolution is potentially similar to what we
can expect of the analytics process: a great acceptance, possibly a fashion and huge
expectations, but we need to understand that the analytics process will be a process
that requires a permanent learning process inside the organization.
Moreover, many questions have emerged in the strategic and operational plan-
ning processes implementation: Not only questions about the best way to define
objectives/goals but also about the structure of the process to permeate plans inside
the organization. The development and introduction of a plan require a consistent
and aligned set of business processes, people, and technologies to improve perfor-
mance and sustainability of the organizations. Organizations are trying to monitor
the organization’s adaptation to the business environment in order to keep a com-
petitive position.
Nowadays, organizations have planning processes in most of the cases and some
organizations have planning departments and some departments have planning
areas or teams. Organizations perform the planning process with more formalism
than others using several techniques. These techniques include quantitative and
qualitative tools. However, not all organizations in the same market use the same
techniques even though planning is a core process to discover how to proceed and to
act in the present and future market conditions. Analytics is part of both planning
and strategy design and analytics tools are potentially the same in organizations
and their planning processes but the way to leverage strategic steps using analytics
tools is what will show the difference at the time of competing in a market.
The experience with the planning process development and its adoption is simi-
lar to what the analytics process needs to go through. The analytics process imple-
mentation needs to learn from the planning process adoption and its experience in
organizations. The analytics process has not only a role in supporting the planning
6 ◾ Data Analytics Applications in Latin America and Emerging Economies
process, but also to support strategy design and implementation through tactical
actions. It is in the strategy creation where analytics starts providing more sense
for organizations in using the systematic approach for solving problems and mak-
ing decisions. Analytics will contribute to discovering better insights to adapt the
organizations to current and future business environment situations. Products and
markets development, which are core tasks in a value chain in organizations, might
be the ones that can lead the search of a higher benefit of the analytics process.
Differentiation based on analytics can be a permanent process to improve in order
to add value to organizations.
Moreover, on the one hand, the analytics process needs to learn how the plan-
ning process operates and where analytics can be useful. The analytics process is
going from strategy design to implementation (operationalize the strategy) including
a permanent strategy feedback review. The feedback is the way to learn based on data
and analytics is about learning from data for predicting, describing, controlling,
and optimizing organizational processes. If there is no review or follow-up of the
results in each period possibly there is no understanding where the organizations are
located in the space of the competitive strategy dimensions that Porter introduced
(Porter 2008). Even more, the analytics process is required for defining objectives
and these objectives probably might not be simple numbers/figures but intervals of
values around targets and metrics of variation of the expected results. For example,
strategic plans are formulated for certain periods of years and the goals of everyone
in organizations are per year most of the time leading to a short view and commit-
ment of employees for maintaining the organization’s competitive advantages.
On the other hand, the analytics process needs to learn from the planning
process that organizations are systems with memory and the accumulated data will
be the vehicle to learn from experience and how to apply the analytics process in
a proper manner. The memory based on data requires methods to show options
to discover opportunities and control possible risks. Risks are not necessarily only
related to negative events or bad results but also associated with the lack of under-
standing of good results. In the end, what is keeping the organization up is how to
proceed for a better understanding of the problems and how to tackle them.
Analytics contributes to the creation of knowledge management systems that
put the created knowledge from data in people’s hands to use it and act as enhanc-
ing business processes. Analytics helps organizations to keep track of the company
in the market and to provide confidence intervals where the goals can fall. To
achieve that level people in organizations are trying to understand how goals are
converted into numbers that represent variations of expected results. Variation of
results represents risk of the organizations that need be identified, assessed, and
controlled. The same as in the planning process the analytics process is moving
from the stage of thinking in having a wonderful analytics process to the stage of
having a valuable analytics process to develop in organizations. The journey from
the idea of having analytics to value generation has its ups and downs. Several proj-
ects with Big Data are not going well (Tyagi and Demirkan 2016) because of a lack
Evolution of Analytics Concept ◾ 7
◾◾ Better access and use of tools and means to perform the analytics work. In an
organization the process of using the analytics tools has been very slow as this
note from Bursk and Chapman (1963) illustrates because it looks like today’s
conversation. However, they are talking about how in 1950 the approach
for solving problems in management was influenced by scientific approaches.
They pointed out, referring to management practice, that organizations are
using methods that “… drawing in depth both on mathematics and on social
sciences, and by utilizing intensively the high-speed electronic computer,
researchers are beginning to give to the decision-making process a scientific
base akin to the established methods which have long provided the bases for
research in physics, biology, and chemistry.”
◾◾ Acceptance of the work was based on reason and intuition to solve prob-
lems and make decisions. Buchanan and O’Connell (2006) pointed out: “Of
course the gut/brain dichotomy is largely false. Few decision makers ignore
good information when they can get it. And most accept that there will be
times they can’t get it and so will have to rely on instinct.” And they continue
saying that Peter Senge in The Fifth Discipline (1990) suggests that it is better
to use reason and intuition together. The following two stories illustrate the
use of mix of reason and intuition in developing analytics capacity and show
the use of the most important ingredient in analytics: people’s thinking and
its structure to connect data, knowledge, and intuition.
the process of gathering data for making decisions. Wald’s team was interested in
understanding what type of protection (armor) the airplanes should have during the
attacks on air. People in his team started getting data from the airplanes that came
back to the base and observed where the bullet impacts of the enemy were. Wald
observed that the sample was not the correct one for solving the problem. Wald
expressed: “What you should really do is add armor around the motors! What you
are forgetting is that the aircraft that are most damaged don’t return. You don’t see
them. Hits by German shells are presumably distributed somewhat randomly. The
number of damaged motors you are seeing is far less than randomness would pro-
duce, and that indicates that it is the motors that are the weak point” (Wallis 1980).
Another example to illustrate analytics thinking is related to the way to infer
or predict results through reason. Sometimes it is not required to have sophisti-
cated methods but a good approach for understanding the problem and the logic
for using the data available. Ruggles and Brodie (1947) presented a great example
of analytics reasoning for estimating during the World War II the production of
tires, German tanks, and other enemy equipment. The method used was based on
estimations using the serial numbers of the products. The analytics methodology
was better than using the traditional intelligence methods of reporting or “more
abstract methods of intelligence such as reconciling widely divergent prisoner of
war reports, basing production estimates on pre-war capabilities or projecting pro-
duction trends based on estimates of the degree of utilization of resources in the
enemy country” (Ruggles and Brodie 1947).
We have seen that analytics adoption can take a similar path as the planning
process took and we have observed the need of introducing an analytics knowl-
edge management process in organizations. In the following paragraphs there is a
description of the analytics knowledge evolution and its adoption based on the con-
vergence of the following factors: first, the adoption of ideas from mathematics and
science in management. Second, improvement in computational capacity and use
of data. Third, the development of people’s skillsets and finally as a fourth factor the
use of a common set of principles that several theories in management have. We use
as a principle that the purpose of the analytics process and the analytics knowledge
management process is to create more intelligent organizations. More intelligent
organizations need to connect concepts, capabilities, mindsets, and behaviors the
same as analytics implementation needs a review of several management theories.
This review shows that the management has tried to approach methods of knowing
used in physical sciences and there is a search of a scientific method that supports
evidence development for the problem-solving and decision-making processes.
Possibly the methods used in natural sciences can help to reduce bias or lack of
objectivity, because of limited knowledge or reduced view of problems to solve in
the management practice.
In the next section, we start observing how ideas from mathematics and sci-
ence have been adopted in the improvement of management practice in particular
preparing the land for the analytics process adoption.
Evolution of Analytics Concept ◾ 9
mathematics and to what Paul Cootner pointed out in 1964 (Cootner 1964) in the
preface of Mandelbrot’s book (Mandelbrot et al. 1997): “Mandelbrot, like Prime
Minister Churchill before him, promises us not utopia but blood, sweat, toil and
tears. If he is right, almost all of our statistical tools are obsolete … Surely, before
consigning centuries of work to the ash pile, we should like to have some assur-
ance that all our work is truly useless.” It implies the need of reviewing new ways
to understand problems in the risk analytics world and in general in the analytics
approach for problem solving.
Analytics has been part of the life of people in business and in various related
disciplines. The concepts that are coming from mathematics in many cases are
not immediately applicable to the real-world problems but possibly these concepts
and results can be applied in the long run. The applications can be in business
or in different sciences and engineering. Some of the applications of mathemat-
ics have grown and consolidated very well for more than two centuries, but they
have been isolated areas and developed in specific industries like actuarial science
in the insurance industry. Actuaries were the analytics people in organizations
for many years (insurance companies) but only few years ago we can find actuar-
ies working in several areas in insurance companies, including marketing, or in
other economic sectors. These days to use probability theory and to talk about
Bernoulli experiments is more common in business (finance, marketing) as it used
to be some years ago. However, the concepts are coming from Bernoulli, Bayes,
Legendre and others from the eighteenth century. The same happens with the
slow adoption of concepts of prescriptive analytics because, for example, Lagrange
multipliers are also from the end of the eighteenth century or linear equation solu-
tions and Markov Chains model are from the beginning and end of the nineteenth
century, respectively.
The adoption of mathematical models in management has taken a long time as
we discussed in the previous paragraphs. The following example of the Brownian
motion model adoption in management confirms this slow adoption process of
analytics in management. The Brownian motion is the description of the particles
movement that was used in biology at the beginning of the nineteenth century. The
mathematical model was presented by the French mathematician Bachelier (1879–
1946) who was associated with the speculation concepts in finance. Brownian
motion model was used later in physics by Einstein at the beginning of the twentieth
century; in management it was used in the development of mathematical finance.
However, the model was used at the end of the twentieth century with the option
pricing model of Black and Scholes. In light of the growing interest of connecting
problems and applied mathematics tools the search of new knowledge from data
sets motivated the development of data mining tools. The data mining methods
include statistical-based tools such as regression models and machine/algorithm-
based solutions such as artificial neural networks, support vector machines, and
many more. Baesens et al. (2009) indicate that “Data mining involves extracting
interesting patterns from data and can be found at the heart of operational research
Evolution of Analytics Concept ◾ 11
(OR), as its aim is to create and enhance decision support systems. Even in the early
days, some data mining approaches relied on traditional OR methods such as linear
programming and forecasting ….”
Finally, many techniques that we currently use in analytics work have been
developed for more than 50 years. We learnt that solutions to business problems
based on analytics are from the good understanding, alignment, and organization
of people, techniques, data, and problems. The OR beginning is around the time of
the creation of Radar. “Operations research (OR) had its origins in the late 1930s
when a group of British Royal Air Force officers and civilian scientists were asked
to determine how the recently developed radar technology could be used for con-
trolled interception of enemy aircraft” (Assad and Gass 2011).
are not totally rational or the introduction of prospective theory by Kahneman and
Tversky (1979) are examples of the conceptualization around the need of using
rationality and intuition for understanding complex problems and their solutions.
Moreover, people in organizations need to understand that improvement of manu-
facturing, business processes, and the use of methods to define problems require the
connection of solutions with methods to measure. People are the creators of these
connections and creators of the measurement systems that will help to achieve a
better strategic intelligence development.
communalities of the theories and concepts in order to avoid jumping from one
theory to another reducing the positive effects of continuity, consistency, and per-
manent review of business processes based on known principles. Additionally,
people have been behind the use of methods of experimentation, use of mathemati-
cal thinking, and modeling processes for turning data into insights and actions.
Connecting dots among management theories and conceptualization can be a very
strong way to develop analytics in organizations because there are improvements
in education and the contact with data and technology is more common. One can
start by defining objectives based on data analytics, creating information systems
that help to measure what the organization wants to achieve and to take care of.
Methods and techniques can be used because of better data flowing through the
organization producing a dynamic of models and information systems enhance-
ments or as Saxena and Srinivasan (2013) expressed: “In our view, analytics is the
rational way to get from ideas to execution.” This means that analytics might be a
strong part of the management development but a clearer understanding is required
as we develop the analytics process for improving performance of organizations.
results about techniques, tools, sources of knowledge, and data management across
the organization.
Third, a more intelligent organization needs the development of means to
define where the organization has to go, this means to know if the objectives and
goals are appropriate, feasible, and required. In organizations people can fall in
the trap (Hammond et al. 2006) of the bias of using evidence to confirm what the
current point of view is, to validate former decisions, or to follow what the instinct
is telling us. These traps avoid the penetration of the information/knowledge in
organization’s process contradicting what we need to perceive or receive from the
analytics work. To be aware of traps in the management decision-making process
there are some controls to follow, but the most important is the follow up to the
results of predictions, forecasts, development of time series of performance, risk key
indicators, etc.
Fourth, intelligence is associated with the process of converting data into
knowledge which can add value in the organizations. Davenport et al. (2001)
commented: “The problem is that most companies are not succeeding in turning
data into knowledge and then results. Even those that do are doing so only tem-
porarily or in a limited area.” However, the steps to convert data into a valuable
knowledge for organizations need some capabilities for the data to knowledge
transformation as Barton and Court (2012) pointed out: “In our work with dozens
of companies in six data rich industries, we have found that fully exploiting data
and analytics requires three mutually supportive capabilities … First, companies
must be able to identify, combine, and manage multiple sources of data. Second,
they need the capability to build advanced analytics models for predicting and
optimizing outcomes. Third, and most critical, management must possess the
muscle to transform the organization so that the data and models actually yield
better decisions.”
Fifth, to become an intelligent organization requires to follow the steps of adop-
tion of technology in organizations (In Chapter 2, the adoption of the analytics
process as technology will be presented). The adoption of analytics starts with an
understanding of the concepts associated with the analytics process itself and con-
necting these concepts with enhancements of organization’s intelligence actions.
This means, for example, that the concept of business analytics might be used to
describe the development of intelligence with a double approach of business value
achievement and implementation of the analytics process. Sheikh (2013) summa-
rized the concept of analytics saying: “… two different perspectives to lay out the
characteristics of analytics: one is related to how business value is achieved and the
other regards how it is implemented.” Sheikh (2013) continues saying that the busi-
ness view is about the use of products, technology, or services to contribute to the
analytics solution creation.
In summary, in this chapter we have reviewed a group of factors that are affect-
ing positively the development of analytics knowledge. These factors led to find a
better understanding of what the analytics process adoption means. In general,
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⁵And the greater house he cieled with fir ¹ tree,
which he overlaid with fine gold, and wrought
thereon palm trees and chains.
¹ Or, cypress.
5. the greater house] i.e. the holy place. It was forty cubits long (1
Kings vi. 17), whereas the shrine was twenty (1 Kings vi. 16, 20).
13. twenty cubits] Extending across the width of the whole house.
on their feet] Not “couchant” nor “rampant” but standing, as the
winged bulls of Assyria stand.
17. Jachin ... Boaz] Margin translates the two words; Jachin “He
shall establish,” Boaz perhaps “In it is strength.” LXX. gives
Κατόρθωσις “setting up”) and Ἰσχύς (“strength”). The meaning of Boaz
is uncertain. It may be only a pious correction of an original Baal.
(For the avoidance of the word Baal, see the notes on xvii. 3, 1
Chronicles viii. 33; and for further comments on “Jachin” and “Boaz”
see Encyclopedia Biblia II. 2. 304, and Barnes in Journal of
Theological Studies, v. 447 ff.)
Chapter IV.
1.
The Altar of Brass.
The great altar was probably a flat oblong expanse, the highest of
a series of terraces, of which the base measurement is given by the
Chronicler—compare the description of Ezekiel’s altar (Ezekiel xliii.
13 ff.).
ten cubits from brim to brim ... and a line of thirty cubits
compassed it] The mathematical inaccuracy in the measurements
here given—10 in diameter, 30 in circumference—has often been
pointed out. But the literal Hebrew is “ten with the cubit ... and thirty
with the cubit,” and F. C. Burkitt in a communication to the
Cambridge Review for May 13, 1914 offers an interesting vindication
of the phrase. He writes “... What the verse says about the
circumference of the ‘sea’ is that they stretched a string round it, and
when they laid the string out flat they had to go thirty times with the
cubit, i.e. a man had to put his elbow down thirty times before he got
to the end.” [The distance from the point of the elbow to the tip of the
longest finger is 1 cubit.] “No doubt the last time he put his elbow
down the string came short: in other words, the ‘sea’ was nine-and-
a-bittock across and twenty-nine-and-a-bittock round. As a matter of
fact, if a circle be 9 ft. 6 in. across, it is just over 29 ft. 10 in. round.
Such a circle I think would be described in Hebrew as ‘ten with the
foot-rule’ across and ‘thirty with the foot-rule’ in circumference.”
for ten cubits] Obviously an error, for the “knops” encircle the sea,
and its circumference was thirty not ten cubits. The rendering of the
margin “ten in a cubit” gives good sense, but is not a fair translation.
Whatever the mistake in the Hebrew may be, it appears in 1 Kings
vii. 24 also.
The oxen were in two rows, cast when it was cast] Correct the
reading as before and render, The knops were in two rows, cast
when it was cast. It is mentioned as a triumph of the founder’s art
that the laver was cast complete, with its ornaments, from the first.
8.
The Tables and Basons.
9, 10.
The Two Courts.
V. 2‒VIII. 10.
The Dedication of the Temple.
Chapter V.
2‒10 (= 1 Kings viii. 1‒9).
The Ark brought into the Sanctuary.
the city of David] See 1 Chronicles xi. 5, note on the strong hold
of Zion.
³And all the men of Israel assembled
themselves unto the king at the feast, which
was in the seventh month.
3. the feast] i.e. the Feast of Tabernacles, i.e. after the fruit
harvest.
the priests the Levites] here the older phrase, which does not
indicate a distinction between Priests and Levites, has been allowed
to stand, perhaps “because certain utensils might well have been
borne by the priests” (so Curtis), or possibly through slight
carelessness on the Chronicler’s part. The parallel in Kings has “the
priests and the Levites.”
9. from the ark] Read (with LXX. and 1 Kings viii. 8) from the
holy place. One standing in the Holy Place and looking towards the
Holy of Holies could see the heads of the staves.
and there it is, unto this day] These words are taken over with the
loss of one letter (which here makes the difference between singular
and plural) from 1 Kings viii. 8, but they are out of place in
Chronicles, for when the Chronicler wrote the Ark had long ago
disappeared. The vessels which were brought back from the
Babylonian captivity are specified in Ezra i. 9, 10, but the Ark of the
covenant is not reckoned among them.
at Horeb] Deuteronomy v. 2.