Business Intelligence & Analytics

E. Tom Owens
Director IT
Wah Chang
 Todays Objectives

 Know definition of Business Intelligence (BI)

 Know the difference between BI and Data
Warehousing
 How is BI derived - structure
 Examples for understanding
 Enterprise Performance Management Tools
 Q&A
 <Insert Picture Here>

Definition : business Intelligence

Definition: Business Intelligence
A broad category of applications and technologies for
gathering, providing access to, and analyzing data for the
purpose of helping enterprise users make better
decisions and reports. The term implies you have a
complete understanding of your business. We must have
a strong knowledge about all factors of your company
including customers, competition, business partners,
internal operations, and the economic environment to
make effective and good quality business decisions.
Business Intelligence allows you to make these kinds of
decisions.

The term BI was used as early as 1996 When Gartner Group said:
By 2000, Information Democracy will emerge in forward-thinking enterprises, with
Business Intelligence information and applications available broadly to employees,
consultants, customers, suppliers and the public.
 Quiz
Question:

 What is business intelligence?

 Pervasive Information Access
Through a Unified BI Foundation
Desktop Ad-hoc Interactive Search Reporting & Proactive Disconnected MS Office
Gadgets Analysis Dashboards Publishing Detection & Mobile & Outlook
and Alerts Analytics Integration

Common Enterprise Information Model

Integrated Security, User Management, Personalization
Multidimensional Calculation and Integration Engine

Intelligent Request Generation and Optimized Data Access Services

OLTP & ODS Data Warehouse Essbase SAP, Oracle Files Business
Systems Data Mart PeopleSoft, Siebel, Excel Process
Custom Apps XML
 What do we do with it?
Portals Data Mining Applications Desktop Tools

Oracle Data Mining, Oracle EBS, Siebel, SAP, Excel, Outlook,

Any JSR 168 Portal
SPSS, SAS PeopleSoft, JD Edwards .. Lotus Notes ..

Enterprise Performance Management System

Business Intelligence Foundation

Security Data Access Data Integration

Oracle Oracle Data Integrator
Oracle RDBMS
Kerberos (Sunopsis)
Oracle OLAP Option
iPlanet Oracle Warehouse
Microsoft SQL Server &
MSFT AD Builder
Analysis Services
Novell Informatica
IBM DB2
Custom Ascential
Teradata
Others .. Others ..
Essbase
SAP BW
XML, Excel, Text
 Ad-hoc Query Capability
 Comprehensive subject
areas available for Ad-
hoc analysis
 New Calculated Fields
 Available within Market
Leading BI Toolset
 Easy to use Charting
tool
 Formatting
 Widgets
 Highlighting
 Multi-language
 BI Applications
Multi-Source Analytics with Single Architecture

Comms Complex Consumer Financial High Insurance Life Public Travel

Auto Energy
& Media Mfg Sector Services Tech & Health Sciences Sector & Trans

Service & Order

Supply Human
Sales Contact Marketing Management Financials
& Fulfillment
Chain Resources
Center
Pipeline Churn Campaign Order Supplier A/R & A/P Employee
Analysis Propensity Scorecard Linearity Performance Analysis Productivity
Orders
Triangulated Customer Response vs. Available Spend GL / Balance Compensation
Forecasting Satisfaction Rates Inventory Analysis Sheet Analysis Analysis
Customer
Sales Team Resolution Product Cycle Time Procurement & Product HR Compliance
Effectiveness Rates Propensity Analysis Cycle Times Profitability Reporting

Up-sell / Service Rep Loyalty and Backlog Inventory P&L Analysis Workforce
Cross-sell Effectiveness Attrition Analysis Availability Profile

Cycle Time Service Cost Market Basket Fulfillment Employee Expense Turnover
Analysis Analysis Analysis Status Expenses Management Trends

Lead Service Campaign ROI Customer BOM Analysis Cash Flow Return on
Conversion Trends Receivables Analysis Human Capital

Other Operational
Prebuilt adapters: & Analytic Sources

BI Suite Enterprise Edition

 <Insert Picture Here>

Value of Pre-built BI Applications

 Change the Economics of BI
Build from Scratch
with Traditional BI Tools Oracle BI Applications

Training / Roll-out
BI Applications
Define Metrics
solutions approach:
& Dashboards • Faster time to value
• Lower TCO
• Assured business value
DW Design

Training / Rollout Easy to use, easy to adapt

Define Metrics Role-based dashboards and
Back-end & Dashboards thousands of pre-defined metrics
ETL and DW Design Prebuilt DW design, adapts to your
Mapping EDW
Back-end
ETL and Prebuilt Business Adapters for
Mapping Oracle, PeopleSoft, Siebel, SAP,
others
Months or Years Weeks or Months

Source: Patricia Seybold Research, Gartner, Merrill Lynch, Oracle Analysis

EXAMPLE OF BI IN ACTION
 AFLAC GOOSE FARM
PROFIT ANALYSIS FOR 2007

GOOS
E
FOOD
POISO
N
 <Insert Picture Here>

Technical Overview
 Oracle BI Applications Architecture

 Role Based Dashboards

 Analytic Workflow
Oracle BI
Dashboards by Role Presentation  Guided Navigation
Services
 Security / Visibility
Reports, Analysis / Analytic
Workflows  Alerts & Proactive Delivery
Administration

Metrics / KPIs  Logical to Physical Abstraction Layer

Metadata
Oracle BI  Calculations and Metrics Definition
Logical Model / Subject Areas
Server  Visibility & Personalization
Physical Map  Dynamic SQL Generation

Data Warehouse /
Data Model  Abstracted Data Model
Direct  Conformed Dimensions
Load Process
Access to  Heterogeneous Database support
DAC

Source
Data Staging Area ETL  Database specific indexing
Extraction Process
 Highly Parallel
 Multistage and Customizable
 Deployment Modularity

Oracle SAP R/3 Siebel PSFT EDW

Other
Federated Data Sources
 ETL Overview

 Three approaches to accessing / loading

source data
Oracle BI
Dashboards by Role Presentation
 Batch ETL
Services  Low Latency ETL
Reports, Analysis / Analytic
Workflows
 Direct access to source data from Server
 ETL Layered architecture for extract,
Administration

Metrics / KPIs universal staging and load

Metadata
 Provides isolation, modularity and extensibility
Oracle BI
Logical Model / Subject Areas  Ability to support source systems version
Server
changes quickly
Physical Map  Ability to extend with additional adapters
 Slowly changing dimensions support
Data Warehouse /
Data Model  Architected for performance
Direct  All mappings architected with incremental
Load Process
Access to extractions
DAC

Source
Data Staging Area ETL  Highly optimized and concurrent loads
 Bulk Loader enabled for all databases
Extraction Process
 Datawarehouse Application Console (DAC)
 Application Administration, Execution and
Monitoring (ETL-Extract, transform, load)

Oracle SAP R/3 Siebel PSFT EDW

Other
Federated Data Sources
 Data Warehouse Application Console (DAC)
 DAC is a metadata driven administration and deployment tool for ETL
and data warehouse objects
 Used by warehouse developers and ETL Administrator
 Application Configuration
 Manages metadata-driven task dependencies and relationships
 Allows creating custom ETL execution plans
 Allows for dry-run development and testing
 Execution
 Enables parallel loading for high performance ETL
 Facilitates in index management and database statistics collection
 Automates change capture for Siebel OLTP
 Assists in capturing deleted records
 Fine grain restartability
 Monitoring
 Enables remote admin and monitoring
 Provides runtime metadata validation checks
 Provides in-context documentation
 Physical Data Model Overview

Oracle BI
 Modular enterprise-wide data warehouse
Dashboards by Role Presentation data model with conformed dimensions
Services
Reports, Analysis / Analytic
 Sales, Service, Marketing, Distribution,
Workflows Finance, Workforce, Operations and
Procurement
Administration

Metrics / KPIs  Integrate data from multiple data sources

Metadata
Oracle BI
 Code Standardization
Logical Model / Subject Areas
Server  Real-time ready
Physical Map  Transaction data stored in most granular
fashion
Data Warehouse /
Data Model
 Tracks historical changes
Direct
 Supports multi-currency, multi-languages
Access to Load Process
 Implemented and optimized for Oracle, SQL
DAC

Source
Data Staging Area ETL Server, IBM UDB/390, Teradata
Extraction Process

Oracle SAP R/3 Siebel PSFT EDW

Other
Federated Data Sources
 Selected Key Entities of Business Analytics Warehouse

Call Center Conformed

ConformedDimensions
Dimensions
Sales  ACD Events
 Opportunities  Customer
 Quotes  Rep Activities Customer
 Pipeline  Contact-Rep Snapshot  Products
Products
 Targets and Benchmark  Suppliers
Suppliers
Order Management  IVR Navigation History  Internal
 Sales Order Lines InternalOrganizations
Organizations
 Customer
CustomerLocations
Locations
 Sales Schedule Lines Service 
 Bookings  Service Requests Customer Contacts
Customer Contacts
 Pick Lines  Activities  GL
GLAccounts
Accounts
 Billings  Agreements  Employee
 Backlogs Employee
 Sales
SalesReps
Reps
Workforce 
Marketing  Compensation Service
ServiceReps
Reps
 Campaigns  Employee Profile  Partners
 Responses Partners
 Marketing Costs
 Employee Events  Campaign
Campaign
 Offers
Offers
Pharma
Supply Chain  Cost
 Purchase Order Lines
 Prescriptions CostCenters
Centers
 Syndicated Market Data  Profit
ProfitCenters
Centers
 Purchase Requisition Lines
 Purchase Order Receipts
 Inventory Balance Financials
 Inventory Transactions  Financial Assets Modular DW Data Warehouse Data
 Insurance Claims Model includes:
Finance ~350 Fact Tables
 Receivables Public Sector
 Benefits ~550 Dimension Tables
 Payables
 General Ledger  Cases ~5,200 prebuilt Metrics
 COGS  Incidents (2,500+ are derived metrics)
 Leads ~15,000 Data Elements
 Server Repository Overview
 Multi-layered Abstraction
Oracle BI
Dashboards by Role Presentation  Separation of physical, logical and
Services presentation layers
Reports, Analysis / Analytic
Workflows
 Logical modeling builds upon complex
physical data structures
Administration

Metrics / KPIs  Logical model independent of physical

Metadata
data sources, i.e. same logical model
Oracle BI
Logical Model / Subject Areas can be remapped quickly to another
Server
data source
Physical Map  Metrics / KPIs
Data Warehouse /
 Multi-pass complex calculated metrics
Data Model (across multiple fact tables)
Direct  One Logical Fact can span several table
Access to Load Process
sources including aggregates and real-
DAC

Source
Data Staging Area ETL time partitions
 Level based metrics
Extraction Process
 Aggregate navigation
 Federation of queries
 Security and visibility
Oracle SAP R/3 Siebel PSFT EDW  Prebuilt hierarchy drills and cross
Other dimensional drills
Federated Data Sources
 Tools and Web Catalog Overview
 Role based dashboards
Oracle BI
Dashboards by Role Presentation
Covering more than 100 roles
Services  Navigation
Reports, Analysis / Analytic
Workflows Most reports have at least one level of
navigation embedded
Administration

Metrics / KPIs Drill to details from many interactive

Metadata
Oracle BI
elements, e.g. chart segments
Logical Model / Subject Areas
Server  Guided Navigation
Physical Map Conditional navigational links
Analytic Workflows
Data Warehouse /
Data Model  Action Links
Direct Direct navigation from record to
Access to Load Process
transactional while maintaining context
DAC

Source
Data Staging Area ETL  Alerts
Extraction Process Scheduled and Conditional iBots
 Highlighting
Conditional highlighting that provides
context on metrics (is it good or bad?)
Oracle SAP R/3 Siebel PSFT EDW
Other
Federated Data Sources
ENTERPROSE PERFORMANCE MANAGEMENT
TOOLS
 Today’s Objectives

 Know definition of Business Intelligence (BI)

 Know the difference between BI and Data
Warehousing
 How is BI derived - structure
 Examples for understanding
 Enterprise Performance Management Tools