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ISQS 3358, Business Intelligence Introduction. Zhangxi Lin Texas Tech University. 1. Outline. 2. Definitions of BI Categorizations of BI BI Trend BI tools. What is Business Intelligence. 3. A Simple Definition: The applications and technologies transforming Business Data into Action

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isqs 3358 business intelligence introduction

ISQS 3358, Business IntelligenceIntroduction

Zhangxi Lin

Texas Tech University


ISQS 3358 Business Intelligence



ISQS 3358 Business Intelligence

Definitions of BI

Categorizations of BI

BI Trend

BI tools

what is business intelligence
What is Business Intelligence


ISQS 3358 Business Intelligence

  • A Simple Definition: The applications and technologies transforming Business Data into Action
    • Business intelligence (BI) is a business management term
      • refers to applications and technologies which are used to gather, provide access to, and analyze data and information about their company operations.
    • Business intelligence systems can help companies gain more comprehensive knowledge of the factors affecting their business, and help companies to make better business decisions.
data information and knowledge
Data, information, and knowledge


ISQS 3358 Business Intelligence

Data – a collection of raw value elements or facts used for calculating, reasoning, or measuring.

Information – the result of collecting and organizing data in a way that establishes relationship between data items, which thereby provides context and meaning

Knowledge – the concept of understanding information based on recognized patterns in a way that provides insight to information.

the process of bi
The process of BI


ISQS 3358 Business Intelligence

Data -> information -> knowledge -> actionable plans

Data -> information: the process of determining what data is to be collected and managed and in what context

Information -> knowledge: The process involving the analytical components, such as data warehousing, online analytical processing, data quality, data profiling, business rule analysis, and data mining

Knowledge -> actionable plans: The most important aspect in a BI process

actionable knowledge
Actionable Knowledge


ISQS 3358 Business Intelligence

  • An information asset retains its value on if the converted knowledge is actionable.
    • Need some methods for extracting value from knowledge
    • This is not a technical issue but an organizational one – need empowered individuals in the organization to take the action
    • There is an issue of Return on Investment (ROI)
bi problems
BI Problems


ISQS 3358 Business Intelligence

  • Structured
    • Detecting Credit card fraud
    • Setting Loan parameters
    • Market segmentation/Mass customization
    • Deciding Marketing mix
    • Customer Churn
    • Reducing employee turnover
    • Improving Quality/Efficiency
  • Unstructured
    • Data exploration
    • Utilization of resources (stored knowledge) to maximum effectiveness
bi applications
BI Applications


ISQS 3358 Business Intelligence

  • Customer Analytics
    • Customer profiling
    • Targeted marketing
    • Personalization
    • Collaborative filtering
    • Customer satisfaction
    • Customer lifetime value
    • Customer loyalty
  • Sales Channel Analytics
    • Marketing
    • Sales performance and pipeline
bi applications 2
BI Applications (2)


ISQS 3358 Business Intelligence

  • Supply Chain Analytics
    • Supplier and vendor management
    • Shipping
    • Inventory control
    • Distribution analysis
  • Behavior Analysis
    • Purchasing trends
    • Web activity
    • Fraud and abuse detection
    • Customer attrition
    • Social network analysis
why is bi getting hot
Why is BI getting hot?


ISQS 3358 Business Intelligence

  • Demands from processing explosive information
    • MIS/ERP
    • Internet
  • Gartner Says Business Intelligence Software Market to Reach $3 Billion in 2009Gartner's CIO Survey ranked BI as number one technology priority for 2006
  • London, UK, 7 February 2006 - New license revenue in the worldwide business intelligence (BI) software market is poised for constant growth through 2009, when the market is projected to reach $3 billion in 2009, according to the latest forecasts by Gartner Inc. In 2006, the market is estimated to reach 2.5 billion, a six percent increase from 2005.
explosion of digitally born data
Explosion of digitally born data
  • How much is 12 Exabytes?
    • 1,200,000 Libraries of Congress
  • Emerging data sources
  • Medical images: potential 1 EB/year
    • Video monitors: potential 100 EB/year

Storage of new information

New information created



2003: 7.0




2002: 5.3


  • 55% in personal PCs
  • 16% in corporate data warehouses
  • Internet only 21 TB
  • Email 500x more than Internet / year

2001: 3.8

2000: 2.9

1999: 2.2

  • Sources:
  • The Expanding Digital Universe, IDC white paper, March 2007

All information before 1999

1999to date

ISQS 3358 Business Intelligence

bi job description bi analyst 1
BI Job Description - BI Analyst (1)


ISQS 3358 Business Intelligence

Description: Looking for professionals in Microsoft Business Intelligence and Data Warehousing who have a proven track record of success within industry. The position requires a broad range of skills and the ability to step in to different roles depending on the size and scope of an engagement both internally and at client sites. The qualified candidate would have proven experience developing successful Microsoft-based Business Intelligence and Data Warehouse solutions.

Requirements: * 10+ years of experience developing Business Intelligence solutions with Microsoft database, ETL and OLAP technologies (SQL Server, SSIS, Analysis Services)* Demonstrated understanding of multi-dimensional database design and architecture.* Ability to develop business requirements and translate them into a data warehouse dimensional model.* Demonstrated ability to develop front-end reporting and analytical solutions that meet the business needs.* Microsoft SQL Server data modeling and development (10 years)* Microsoft SQL Server Analysis Services design and development (5 years)* Microsoft SQL Server Integration Services (2 years)* Microsoft SQL Server Reporting Services design and development* Understanding of Data Warehouse Methodologies, preferably using Kimball Methodology* Demonstrated leadership aptitude and ability to work effectively within a team environment

bi analyst 2
BI Analyst (2)


ISQS 3358 Business Intelligence

Microsoft SQL Server (BI) Business Intelligence

SetFocus is seeking professionals with Analyst and/or Data Warehousing backgrounds for Business Intelligence consulting positions across the country. Apply Today:

Successful candidates have had backgrounds as:

Business Intelligence Analyst, Database Developer, SQL Programmer, Financial Analyst, Business Analyst, System Analyst, Software Developer, Dir. of IT, VP of IT and / or experience with Cognos, Siebel, SAP, Business Objects, SAS, PeopleSoft, Oracle, Microstrategy, Information Builders, ProClarity, CA, or Actuate.

the evolution of business intelligence
The Evolution of Business Intelligence


ISQS 3358 Business Intelligence

  • 1st Generation – Traditional analytics (query and reporting)
  • 2nd Generation – Traditional generation (OLAP, data warehousing)
  • 2.5nd Generation – New traditional generation
  • 3rd Generation - Advanced analytics
    • Rules, predictive analytics and realtime data mining
    • Stream analytics
software used in this class
Software Used in this Class


ISQS 3358 Business Intelligence

Microsoft SQL Server 2005

SAS Enterprise Guide v4.1



ISQS 3358 Business Intelligence

Center for Advanced Analytics and Business Intelligenceinitially started in 2004 by Dr. Peter Westfall, ISQS, Rawls College of Business.

Looking to offer support to companies in developing BI capabilities.

Lots of technical expertise.