BUSINESS ANALYTICS

1
Chapter 6

• BUSINESS ANALYTICS
• AND DATA VISUALIZATION

2
Learning Objectives

• ????????? business analytics (BA)
  ??????????????????????
• ??????????????????????? ? ????????? major BA
  methods and tools
• ????????? online analytical processing (OLAP),
  data visualization, ??? multidimensionality
  ????????????????????????????????????????
• ?????? advanced analysis methods
• ?????? geographical information systems (GIS)
  ????????????????????????????????????????????
• ?????? real-time BA
• ?????? business intelligence (BI) ????????
  competitive intelligence ??????????
• ?????? automated decision support (ADS) systems
  ?????????????????

3
Learning Objectives

• ????????? Web ????????????? BA ??????????
• ??????????????? Web intelligence ??? Web
  analytics ????????????????????????????????
• ????????????????????????????????????? BA
  ?????????????????????????? BA

4
The Business Analytics (BA) Field An Overview

• Business intelligence (BI)
• ????????????????????????? (analytical methods)
  ????????????????????????????????????????????
  ????????????????????????????
• The essentials of BA
• Analytics
• The science of analysis.
• Business analytics (BA)
• ???????????????????????????????????????????? BA
  ????????????????? MSS tools (??????????????????
  ?) ????????????????????????? (????????????????????
  ????????????????????????????????? OLAP)

5
The Business Analytics (BA) Field An Overview
6
The Business Analytics (BA) Field An Overview

• MicroStrategys classification of BA tools
  ??????????? BI
• ???????????????????? (Enterprise reporting)
• ???????????????????????? (Cube analysis)
• ????????????????????????? Ad hoc (Ad hoc querying
  and analysis)
• ?????????????????????????????????????????
  (Statistical analysis and data mining)
• ?????????????????????????????? ( Report delivery
  and alerting)

7
The Business Analytics (BA) Field An Overview
8
The Business Analytics (BA) Field An Overview

• SAPs classification of strategic enterprise
  management
• ?????????????????????? ??? 1) Operational 2)
  Managerial 3) Strategic
• Executive information and support systems
• Executive information systems (EIS)
• ???????? rapid access ???????????????????????????
  ??????????????????????????????????????????????????
  ??????
• Executive support systems (ESS)
• ??????????????????????????????????????
  ?????????? ????????????????????? ??? intelligence
  support

9
Online Analytical Processing (OLAP)

• Drill-down
• ???????????????????????????????????????????????
  (???? ?????????????? total sales ???? ????? sales
  by region, by product, ???? by salesperson)
  ???????????????????????????????????????????
• Online analytical processing (OLAP)
• ????????????????????????????? (????????? PC)
  ????? query the system, conduct an analysis,
  ??????? ? ????????????????????????????????

10
Online Analytical Processing (OLAP)

• OLAP versus OLTP
• OLTP ??????????????????????????? ? ???
  transactions ??????????? ???????????????????? ?
  (simple manipulations)
• OLAP ???????????????????????????????? ?
  ?????????????????????????????????????? (complex
  relationships)
• OLAP ?????????????????????????????????????????????
  ? (pattern) ??????? (trend) ??? ?????????
  (exception) ???? ?
• OLAP ???? direct decision support method

11
Online Analytical Processing (OLAP)

• ????????? OLAP
• Multidimensional OLAP (MOLAP)
• OLAP ??????????????????????? specialized
  multidimensional database (???? data store) ???
  summarizes transactions ????? multidimensional
  views ahead of time
• Relational OLAP (ROLAP)
• ???????????????? OLAP database ?????????????
  relational database ?????????
• Database OLAP and Web OLAP (DOLAP and WOLAP)
• Desktop OLAP

12
Online Analytical Processing (OLAP)
Codds 12 Rules for OLAP

1. Dynamic sparse matrix handling
2. Multiuser support rather than support for only a
   single user
3. Unrestricted cross-dimensional operations
4. Intuitive data manipulation
5. Flexible reporting
6. Unlimited dimensions and aggregation level

1. Multidimensional conceptual view for formulating
   queries
2. Transparency to the user
3. Easy accessibility batch and online access
4. Consistent reporting performance
5. Client/server architecture the use of
   distributed resources
6. Generic dimensionality

13
Online Analytical Processing (OLAP)

• ??????????????????????????????????????????????????
  ???????????
• ???????????????????????? (Categorical analysis)
• ?????????????????????? (Exegetical analysis)
• ??????????????????????? (Contemplative analysis)
• ??????????????????????? (Formulaic analysis)

14
Reports and Queries

• ?????? (Reports)
• ???????????????????? (Routine reports)
• ?????????????????? (Ad hoc (or on-demand)
  reports)
• ??????????????????????????? (Multilingual
  support)
• Scorecards ??? dashboards
• ?????????????????????????????? (Report delivery
  and alerting)
• ????????????????????????? (touchpoint)
• Self-subscription as well as administrator-based
  distribution
• ?????????????????? ???????????? ????????????
• Automatic content personalization

15
Reports and Queries

• Ad hoc query
• ????????? (query) ????????????????????????????
  (??????) ??????????????????????
• Structured Query Language (SQL)
• ????????????????????????????????????????????????
  relational databases ??????????? SQL
  ??????????????????? DBMS ?????????

16
Multidimensionality

• Multidimensionality
• ??????????????? organize, present ??? analyze
  ???????????????? ???? sales by region, by
  product, by salesperson, ??? by time
  (????????????? 4 ????)
• Multidimensional presentation
• Dimensions
• Measures
• Time

17
Multidimensionality

• Multidimensional database
• ?????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????
• Data cube
• ??????? two-dimensional, three-dimensional, or
  higher-dimensional object ???????????? dimension
  ??????????????????????????????????????? ?
  ??????????
• Cube
• A subset of highly interrelated data that is
  organized to allow users to combine any
  attributes in a cube (e.g., stores, products,
  customers, suppliers) with any metrics in the
  cube (e.g., sales, profit, units, age) to create
  various two-dimensional views, or slices, that
  can be displayed on a computer screen

18
Multidimensionality
19
Multidimensionality

• Multidimensional tools and vendors
• ?????????????? ? ?????????????????????????????
  (multidimensional capabilities) ???????????????
  database query systems ??? ?????????? OLAP ???? ?
  ????

20
Multidimensionality
21
Multidimensionality

• Limitations of dimensionality
• Multidimensional database ????????????????????????
  ??????????????????????????????????????????????????
  relational database
• Multidimensional product ???????????????????
  standard relational product ???
• Database loading ?????????????????????????????????
  ? ????????????????????????????????
  ???????????????
• ??????????????????????????? multidimensional
  database ???????????????????? relational database

22
Advanced BA

• Data mining and predictive analysis
• Data mining
• Predictive analysis
• ?????????????????????????????????????????????????
  ?????????????? ???????????????????? ? ????
  ????????????????????????????? ? ??????????
  ??????????????????????????????????????????????????
  ???? (relationship) ????????? (pattern)
  ?????????????

23
Data Visualization

• Data visualization
• ????????????????????????????? ????????????
  (animation) ???? ?????? (video)
  ??????????????????????????????????????
• ??????????????????????????????????????????????????
  ???????????????????????????????????
• ???????????????? (magnitude) ?????????????? ?
  ??????????????????????? (predictive model)
  ??????????????????????????????????????????????????
  ????????????????? ???????????????????? content,
  transactions ???? processes

24
Data Visualization

• ????????????? data visualization
• ???? 1990 data visualization ???????????????
• Mainstream computing ???????????????? decision
  support tools ??? application ???? ?
• Intelligent visualization ??????? data
  (information) interpretation ??????????

25
Data Visualization
26
Data Visualization
27
Data Visualization

• New directions in data visualization
  ?????????????
• Dashboards ??? scorecards
• Visual analysis
• Financial data visualization

28
Geographic Information Systems (GIS)

• Geographical information system (GIS)
• ??????? ????????????????????????????????
  (spatial data) ???? digitized maps ??????? GIS
  ???????????????? text, graphics, icons ???
  symbols ????????

29
Geographic Information Systems (GIS)

• ?????????????? GIS ???????????????????????????????
  ?????????????????????????????? ???????????????????
  ?????????? ? ???????????????
• ????????????????????? ????? ??????????????? ?
  ???????????
• ?????????????????????????????????????? (????
  ??????? ? ?????????????)
• ????????????????????????????????????????????????

30
Geographic Information Systems (GIS)

• GIS and decision making
• ?????????????? GIS ???????????????????????????????
  ??????????????????????????????????????????
  ?????????
• ???????????? emergency vehicles
• ????????????????????
• ?????????????????????????? (site selection)
• ???????????????????????????????????????
• ???????????????????
• ?????????????????? GIS applications
  ??????????????????????????????????????????????????
  ???????? ?

31
Geographic Information Systems (GIS)

• ?????? GIS ??????? GPS
• ???????????????????????? GPS (Global positioning
  systems (GPS))
• ????????????? (wireless device)
  ??????????????????????????????????????????????????
  ??????????????? ???? ????????????? ????
  ???????????????? ??????????????????????
  ??????????????????????????????

32
Geographic Information Systems (GIS)

• GIS ??? Internet/intranets
• ?????? GIS software ??????? ? ????????????????????
  ??????? Web ??????????????????????????????????????
  ?????????????
• GIS ??????????????????????????????????????????????
  ????????
• ???????????????????? GIS ?? Internet
  ????????????????????????????????????????? ????
  ???????????????????? (???????????????????)

33
Real-Time BI, Automated Decision Support (ADS),
and Competitive Intelligence

• Real-time BI
• ?????????? BI software ??????????????????????
  real-time data updates ????????????????????
  real-time ??????????????????? real-time decision
  making ???????????????????????????????????????????
  ????????????????
• ????????????????????????????????????????? right
  information ??????????????????????????????????????
  ???????? ?????????????????????? BA tools ????????
  ? ??? ????????????????????????????????????????????
  ???????????

34
Real-Time BI, Automated Decision Support (ADS),
and Competitive Intelligence

• ??????????????????? real-time systems
• ???????????????????????? real-time ?????
  ?????????????? ?????????????????????????????
  update ??????????????
• ?????????????????????????????? real-time
  ??????????????????????????????????????????????????
  ???????????????????? ??????????????????????????
• Real-time data ???????????????????? ?
  ?????????????????????? ADS (Automated Decision
  Support)

35
Real-Time BI, Automated Decision Support (ADS),
and Competitive Intelligence

• Automated decision support (ADS) ???? enterprise
  decision management (EDM)
• ??????????????????? (rule-based system)
  ????????????????????????????????????????????? ?
  ????????????????????????????? enterprise decision
  management (EDM)
• Business rules
• ?????????????????????????????????????????????????
  ?????????????????????????????????????????? a set
  of business rules ??????????????? rule-driven
  workflow (or other action-oriented) engine

36
Real-Time BI, Automated Decision Support (ADS),
and Competitive Intelligence

• ??????????????????????? ADS
• ADS ?????????????????????????????????? ?
  ???/???? ?????????????? ??????????????????????????
  ???????????? ?????????

37
Real-Time BI, Automated Decision Support (ADS),
and Competitive Intelligence

• ????????????? ADS
• ????? rules-based application ????????????????????
  ???????????????????????????????
• ????????? predictive analytics ?????????
  rule-based applications
• ??????????????????????? legacy systems
• ??? business rules, predictive models ???
  optimization strategies ??????????????????????????
  ???????? ? ??? decision-management applications
• ???????????????????????????? decision criteria
  ????? strategy design, execution ??? refinement

38
Real-Time BI, Automated Decision Support (ADS),
and Competitive Intelligence

• ADS applications
• Product or service configuration
• Yield (price) optimization
• Routing or segmentation decisions
• Corporate and regulatory compliance
• Fraud detection
• Dynamic forecasting
• Operational control

39
Real-Time BI, Automated Decision Support (ADS),
and Competitive Intelligence

• Implementing ADSsoftware companies provide these
  components to ADS
• Rule engines
• Mathematical and statistical algorithms
• Industry-specific packages
• Enterprise systems
• Workflow applications

40
Real-Time BI, Automated Decision Support (ADS),
and Competitive Intelligence

• Competitive intelligence
• ???? ? ???????????????????????????????????????????
  ??? ????????????????? competitive intelligence
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ?????? ??????????????????????????? ???
  ????????????????????????????????????????

41
BA and the Web Web Intelligence and Web
Analytics

• Using the Web in BA
• ??????????????? (Web analytics)
• ???????????????????????? business analytic
  ?????????????? Web-based ????????????? e-commerce
  
• Clickstream analysis
• ???????????????????????????????????????????????
  Web
• Clickstream data
• ?????????????????????????????????????????????????
  ????????????????????????????????????????? (????
  ??????????????????????? ??????????????????
  ????????????)

42
BA and the Web Web Intelligence and Web Analytics
43
Usage, Benefits, and Success of BA

• ???????????? BA
• ????????????????????????????????????????????????
  some BA systems ??????????????????????????????????
  ???????????????????????????? ????
  ??????????????????????????????
• ??????????????????????????????????????????????????
  ???????????????????? ?????????????????????????????
  ?????????????????????????? ?????? ????????
  ????????????? ???????????????? ?

44
Usage, Benefits, and Success of BA

• ?????????????????????????????? BA
• Performance management systems (PMS) ???? BI
  tools ?????? scorecards ??????????????? ?
  ????????????? ????????????????????????????????????
  ??????????????????????????????????????????????????
  ???

45
Usage, Benefits, and Success of BA

• ???? BI/BA project ??????????
• Failure to recognize BI projects as
  cross-organizational business initiatives and to
  understand that, as such, they differ from
  typical standalone solutions
• ??????????????????????????????????????????????
  ???????????????????????
• Unavailable or unwilling business representatives
  from the functional areas
• ??????????????????????? (???????????????????)
  ???? ?????????????????????????? (????
  ???????????????????? ? ????)
• ????????????????????? software release (???????
  ????????????????????????????? ? (iterative
  development method))
• ????? work breakdown structure (????????????
  methodology)

46
Usage, Benefits, and Success of BA

• Why BI/BA projects fail
• ????? business analysis ???? ?????????????????????
  ?????
• ??????????????????????????????? dirty data
  ???????????????????????
• ?????????????????????????????????????????
  metadata ?????????????
• ??????????????????????????????????????????????????
  ???????????????????

47
Usage, Benefits, and Success of BA

• System development and the need for integration
• ???????? effective BI decision support
  application ????????????????????????
• ????????? (Integration) ???????????? application,
  data source ???? ????????????????????? ???
  ??????????????????????????? (CSF) ??? BI

48
??????????? 6

• ???????????????.