Business Intelligence Andrew Davis Andria Zippler Jana Krinsky Tiffany Ferris
What is Business Intelligence? • Business Intelligence, or BI, has recently become a hot topic in business information technology. • Do you know anything about BI? What comes to mind in relation to this term?
BI Fundamentals • Business Transactions • Data Bases • Data Warehouses • Data Marts • Data Mining
Data bases (DB or DBMS) • “A collection of information organized in such a way that a computer program can quickly select desired pieces of data.” http://www.webopedia.com • An electronic filing system • Organized by • Fields: a single piece of information • Records: one complete set of fields • Files: a collection of record
Data warehouse (DW) • “Contain a wide variety of data that present a coherent picture of business conditions at a single point in time.” http://www.webopedia.com • “A database system which contains periodically collected samples or summarized (aggregated) transactional data; e.g., daily totals, or monthly averages” • Typically a compilation of information from multiple transactional databases
Data mart • “A database, or collection of databases, designed to help managers make strategic decisions about their business.” http://www.webopedia.com • A smaller and more focused form of a data warehouse. • Usually created for a particular department or position • A data mart created as a subset of data warehouse data are referred to as a “dependent data mart”.
Business intelligence (BI) • ‘”The tools and systems that play a key role in the strategic planning process of the corporation. These systems allow a company to gather, store, access and analyze corporate data to aid in decision making .” http://www.webopedia.com • Common applications: • customer profiling • customer support • market research • market segmentation • product profitability • statistical analysis • inventory and distribution analysis
Data mining • “A class of database applications that look for patterns in data to be used to predict and direct future behavior.” • Increasingly being used by marketers to find consumer data through the web and store purchases.
The BI Chain Database info is periodically summarized (aggregated) and put into the data warehouse Transactions Data are stored in the database Interpretation of information is used to make strategic decisions Data mining takes place to identify useful information through a search for patterns Summary data are further condensed into a data mart for specific department or executives
What does BI seek to find? • Patterns • What kind of patterns? • Sales • Stocks • Anything useful
Statistics Trends Correlation (searching for a best fit) Techniques for Finding Patterns
Patterns continued • Combinatorial • If-then relationships • Example • If we put chips on sale on a Friday, then we also sell more soda.
The Gartner BI Matrix Compares the completeness of a company’s vision to its ability to execute that vision. The “Shakeout”
Leading the Industry • Cognos • BI software company (most recently Cognos 8) • Software • Used for reporting, analysis, scorecarding, dashboards, business event management, and data integration
Cognos • Multiple Solutions • Industry • Banking • Education • Defense • Government • Department • Executive Management • Finance • Marketing
Who uses BI? • Businesses • The Government • ? • ? • What are some ethical implications of the use of BI?
Sources • http://www.webopedia.com • http://www.cognos.com • http://www.gartner.com