All BI Notes Merged

Business Intelligence
Unit I
https://www.scribd.com/document/3909
73082/Business-Intelligence-concepts
Content
• Introduction to Business Intelligence
• Introduction to Digital Data and Its Types
– Structured,
– Semi-Structured and
– Unstructured,
• Introduction to OLTP and OLAP (MOLAP, ROLAP, HOLAP),
• BI Definitions & Concepts,
– BI Framework,
• Data Warehousing Concepts and
– Its Role in BI;
• BI Infrastructure Components –
– BI Process,
– BI Technology,
• BI Roles & Responsibilities,
• Business Applications of BI,
• BI Best Practices.
• The term Business Intelligence (BI) is relatively
new but the it is synonymous with a range of
applications that have been around for years;
– Decision support systems
– Executive Information Systems
– On-line Analytical Processing (E.F Codd early 90’s)
or multi-dimensional modelling
• It is the conversion of data into information in
such a way that the business is able to analyse the
information to gain insight and take action
History of BI
Functional Areas of BI
Where is Business Intelligence applied?
Operational Efficiency Customer Interaction
• ERP Reporting • Sales Analysis

• KPI Tracking • Sales Forecasting
• Product Profitability • Segmentation
• Risk Management • Cross-selling
• Balanced Scorecard • CRM Analytics
• Activity Based Costing • Campaign Planning
• Global Sourcing • Customer Profitability
• Logistics
Reports
Data repository
Different
systems
7
7
Exec survey: What Keeps You Up at Night?
1. SC
Fragmentation (31%)
1. Lack of Global
Very High (5)
Project
Resources (12%)
BI
1. Collaboration
& BI (10%)
1. Commodity
Price Increase (10%)
Severity
1. Global
Competition (10%)
1. Power Shift (8%)
1. Developing
SCM Talent (7%)
Low (1)
1. Regulatory
Compliance (7%)
Low (1) Very High (5) 1. IT Integration (5%)
Probability / Frequency of Occurrence 1. IP (2%)

Sample BI Architecture
Detailed BI Architecture
BI Framework
Business Layer
BUSINESS
BUSINESS VALUE
REQUIREMENTS
BUSINESS
LAYER
PROGRAM
DEVELOPMENT
MANAGEMENT
Business Layer
Business requirements: The requirements are a product of three steps of a
process that includes:
 Business drivers (the impulses that initiate the need to act).

Examples: changing workforce, changing labor laws, changing
economy, changing technology, etc.
 Business goals (the targets to be achieved in response to the business
drivers).
Examples: increased productivity, improved market share, improved
profit margins, improved customer satisfaction, cost reduction, etc.
 Business strategies (the planned course of action that will help achieve
the set goals).
Examples: outsourcing, global delivery model, partnerships, customer
retention programs, employee retention programs, competitive pricing,
etc.
Business Layer
Business Value: Business value can be measured in terms of ROI (Return on

Investment), ROA (Return on Assets), TCO (Total Cost of Ownership),
TVO (Total Value of Ownership), etc.
Program management: It is the component that ensures people, projects and

priorities work in a manner in which individual processes are compatible
with each other; so as to ensure seamless integration and smooth
functioning of the entire program.
Development: The process of development consists of database/data-

warehouse development (consisting of ETL, data profiling, data cleansing
and database tools), data integration system development (consists of data
integration tools and data quality tools) and business analytics development
(about processes and various technologies used).
Administration and Operation Layer
BI AND DW
BI ARCHITECTURE (DATA WAREHOUSE)
OPERATIONS
ADMINISTRATION
AND
OPERATION LAYER
DATA RESOURCE
BUSINESS APPLICATIONS
ADMINISTRATION
Administration and Operations Layer
BI Architecture
• Should follow design standards

DATA • Must have a logically apt data model
• Metadata should be of high standard
• Performed according to business semantics and rules
• During integration, certain processing standards have
INTEGRATION
to be followed
• Data must be consistent
• Information derived from data that has been

INFORMATION integrated should be usable, findable and as per the
requirements
• Technology used for deriving information must be

accessible
TECHNOLOGY • Also, it should have a good user-interface
• Should support analysis, decision support, data and
storage management
• Consists of different roles and responsibilities, like

ORGANIZATION
management, development, support and usage roles
BI and DW operations: Data warehouse administration requires the usage

of various tools to monitor the performance and usage of the warehouse, and
perform administrative tasks on it. Some of these tools would be:
• Backup and restore
• Security
• Configuration management
• Database management
Data resource administration: Involves data governance and metadata
management.
Data governance is a technique for controlling data quality, which is used to
assess, improve, manage and maintain information. It helps to define
standards that are required to maintain data quality. The distribution of roles
for governance of data is as follows:
• Data ownership
• Data stewardship
• Data custodianship
Metadata management: Metadata is data about data.
Metadata can be divided into four groups:

– Business metadata: business definition, structure, hierarchy of the
data, ownership characteristics.
– Process metadata: transformation rules, data cleansing rules, data
quality audit, etc.
– Technical metadata: data location, data format, data sizes, data
structures, etc.
– Application metadata: who is accessing?, who has accessed?
Frequency of access? When was it accessed? How was it accessed? etc
Implementation Layer
DATA WAREHOUSING INFORMATION SERVICES
INFORMATION
DATA DELIVERY
DATA ACQUISITION, DATA
SOURCES CLEANING AND STORES
INTEGRATION
BUSINESS
ANALYTICS
Data Source in New York
Data Source in Washington

Extract
Data Warehouse
Clean
Transform Query/
Load Report/
Refresh Analysis
Data Source in Philadelphia
Data Source in Chicago

Information services:
• It is not only the process of producing information; rather, it involves
ensuring that the information produced is aligned with business
requirements and can be acted upon to produce value for the company.
• Information is delivered in the form of KPI’s, reports, charts, dashboards or

scorecards, etc., or in the form of analytics.
• Data mining is a practice used to increase the body of knowledge.
• Applied analytics is generally used to drive action and produce outcomes.

Who is BI for?
Types of BI Users
Type of user Casual users/ Power users/Information

Information consumers producers
Example of such Executives, managers, SAS, SPSS developers,
users customers, suppliers, administrators, business
field/operation workers, etc. analysts, analytical modelers,
IT professionals, etc.
Usage Information consumers Information producers
Data Access Tailor made to suit the needs Ad hoc/exploratory
of their respective role
Tools Pre-defined Advanced Analytical/

reports/dashboards Authoring tools
Sources Data warehouse/Data Marts Data Warehouse/Data Marts
(both internal and external)
Unstructured Text Processing
Facebook Page
Twitter
Page Customer Sat
Survey
Comments
Call
Center Services
Notes,
Quality Cost Friendliness
Voice
Competitors’
Facebook
Public Web Sites,
Pages
Discussion Boards,
Email
Product Reviews
Blogs Alerts,
Adhoc Real-time
Feedback Action
25
Types of Digital Data
Digital Data
• Digital data can be

– Unstructured
– Semi-structured
– Structured
• According to Merrill Lynch 80–90% of business data

is either unstructured or semi-structured
• Data is usually in a format which makes it difficult to

extract information from it
Unstructured data
• Data which does not conform to a data model or is
not in a form which can be used easily by a computer
program.
• 80-90% of the data of an organization is in this
format.
• E.g. memos, chat rooms, ppts, images, videos, letters,
researches, white papers, body of an e-mail etc.
• It can be classified into 2 broad categories:
• Bitmap Objects: E.g.: image, video or audio files.
• Textual Objects: E.g.: Microsoft Word documents,
e-mails or Microsoft Excel spreadsheets.
Semi- Structured data-
– Semi-structured data does not conform to any data

model i.e. it is difficult to determine the meaning
of data
– It is not in a form which can be used easily by a
computer program. Metadata is available but it is
not sufficient.
– E.g. e-mails, XML, markup languages like
HTML
Structured Data
• Data which is in an organized form e.g. in
rows and columns;
• which can be easily used by a computer
program.
• Relationships exist between entities such as
classes and their objects.
• E.g. data stored in databases
Formats of Digital Data
Where does Unstructured Data Come from?
Web pages
Memos
Videos (MPEG, etc.)
Images (JPEG, GIF, etc.)
Body of an e-mail
Unstructured data Word document
PowerPoint presentations
Chats
Reports
Whitepapers
Surveys
How to Store Unstructured Data?
Sheer volume of unstructured data
and its unprecedented growth
Storage
Space
makes it difficult to store.
Audios, videos, images, etc.
Scalability acquire huge amount of storage
space
Retrieve
Challenges faced information Retrieving and recovering
unstructured data are
Security
cumbersome
Update and
delete
Updating, deleting, etc. are not
Indexing easy due to the unstructured
and
searching form
Storage
Space
Scalability becomes an issue
Scalability with increase in unstructured
data
Retrieve
information
Challenges faced Ensuring security is
difficult due to varied
Security sources of data (e.g. e-
mail, web pages)
Update and
delete
Indexing Indexing becomes difficult with
and
searching increase in data. Searching is difficult
for non-text data
Change
formats
Create hardware which support
unstructured data either
New compliment the existing
hardware storage devices or be a stand
alone for unstructured data
Possible solutions RDBMS/

BLOBs
Store in XML which tries to give

some structure to unstructured
XML
data by using tags and elements
CAS Content Addressable Storage (CAS)

Organize files based on their metadata
Unstructured data may be be converted

to formats which are easily managed,
Change stored and searched. For example, IBM
formats is working on providing a solution
which converts audio , video, etc. to
New
hardwartext
e
Possible solutions Store in relational databases

RDBMS
/ BLOBs which support BLOBs
which is Binary Large
XML Objects
CAS
How to Extract Information from Unstructured
Data?
Interpretation
It is not easily interpreted by
conventional search algorithms
Tags
Designing algorithms to
understand the meaning of the
Indexing
Challenges faced document and then tag or
index them accordingly is
Deriving
meaning difficult
File formats Increasing number of file

formats make it difficult to
Classification/
interpret data
Taxonomy
Data?
Interpretation
As the data grows it is not

possible to put tags manually
Tags
Indexing
Challenges faced Computer programs cannot
automatically derive
Deriving meaning/structure from
meaning
unstructured data
File formats
Different naming conventions followed

Classification/ across the organization make it difficult
Taxonomy
to classify data.
Data?
Tags
Text mining Text mining tools help in

grouping and classifying
unstructured data and analyze
Application
by considering grammar,
Possible solutions platforms context, synonyms ,etc.
Classification/ Taxonomies within the

Taxonomy
organization can be
managed automatically to
organize data in hierarchical
Naming conventions/
standards structures
Data?
Text mining
It can be stored in a virtual repository and be

automatically tagged. For example,
Tags Documentum provides this type of solution
Application
Application platforms like
Possible solutions platforms XOLAP help extract
information from e-mail and
XML based documents
Classification/
Taxonomy
Following naming conventions or standards

Naming conventions/ across an organization can greatly improve
standards storage and retrieval
What is Semi-structured Data?
Does not
conform to a
data model but
contains tags &
elements
(metadata) Cannot be
stored in form
Similar entities
of rows and
are grouped
columns as in a
database
Semi-
structured
data
Attributes in a The tags and

group may not elements
be the same describe how
data is stored
Not sufficient
Metadata
Where does Semi-structured Data Come from?
E-mail
XML
TCP/IP packets
Zipped files
Semi-structured
data
Binary
executables
Mark-up languages
Integration of data from

heterogeneous sources
How to Manage Semi-structured Data?
Some ways in which semi-structured data is managed and stored
Graph-based data
Schemas XML
models
• Describe the • Contain data on • Models the data

structure and the leaves of the using tags and
content of data to graph. Also known elements
some extent as ‘schema less’
• Assign meaning to • Used for data • Schemas are not

data hence exchange among tightly coupled to
allowing automatic heterogeneous data
search and sources
indexing
How to Store Semi-structured Data?
Storage cost
It cannot be stored in
RDBMS existing RDBMS as data
cannot be mapped into
Irregular and tables directly
partial structure
Challenges faced In many cases the
structure is implicit.
Implicit structure
Interpreting
relationships and
Evolving schemas correlations is very
difficult
Distinction between
schema and data Vague distinction between
schema and data exists at times
making it difficult to capture data
RDBMS
Storage Cost
Storing data with their
schemas increases cost
Irregular and
partial structure Some data elements
Challenges faced may have extra
information while
Implicit structure others none at all
Evolving schemas
Distinction between Schemas keep changing with

schema and data
requirements making it difficult to
capture it in a database
XML
Semi-structured data can be stored in a

RDBMS
relational database by mapping the
data to a relational schema which is
Possible solutions then mapped to a table
Special
purpose
DBMS
Object Exchange Model.

OEM Data can be stored and exchanged
in the form of graph where entities
are represented as objects which
are the vertices in a graph
XML allows to define tags and

XML
attributes to store data. Data can be
stored in a hierarchical/nested structure
RDBMS
Possible solutions
Databases which are specifically

Special designed to store semi-structured
purpose
DBMS data
OEM
How to Extract Information from Semi-structured Data?
Flat files Semi-structured is usually

stored in flat files which are
difficult to index and search
Heterogeneous Data comes from varied

Challenges faced sources sources which is difficult
to tag and search
Incomplete/ Extracting structure when there is

irregular
structure none and interpreting the relations
existing in the structure which is
present is a difficult task
How to Extract Information from Semi-structured Data?
Indexing data in a graph-

Indexing based model enables quick
search
Allows data to be stored in a
graph-based data model which is
OEM easier to index and search
Possible solutions
Allows data to be arranged in a

hierarchical or tree-like structure
XML
which enables indexing and
searching
Various mining tools are available
Mining
tools
which search data based on
graphs, schemas, structure, etc.
XML – A Solution for Semi-structured Data Management
XML Extensible MarkUp Language
What is Open-source mark up language written

in plain text. It is hardware and
XML? software independent
Does Designed to store and transport data

what? over the Internet
It allows data to be stored in a

How? hierarchical/nested structure. It allows
user to define tags to store the data
XML – A Solution for Semi-structured Data Management
XML has no predefined tags

<message>
<to> XYZ </to>
<from> ABC </from>
<subject> Greetings </subject>
<body> Hello! How are you? </body>
</message>
The words in the <> (angular brackets) are user-defined tags

XML is known as self-describing as data can exist without a
schema and schema can be added later
Schema can be described in XSLT or XML schema
What Is Structured Data?
Conforms to a
data model
Data is stored in
form of rows and
Similar entities columns
are grouped (e.g., relational
database)
Structured
data
Attributes in a Data resides in

group are the fixed fields within
same a record or file
Definition, format
& meaning of data
is explicitly
known
Where does Structured Data Come from?
Databases (e.g., Access)
Spreadsheets
Structured Data
SQL
OLTP systems
Structured Data: Everything in its Place
Fully described datasets
Clearly defined categories and sub-categories
Data neatly placed in rows and columns
Data that goes into the records is regulated by a well-defined

structure
Indexing can be easily done either by the DBMS itself or

manually
Structured Data
Semi-structured Structured
Name E-mail First Last E-mail Id Alternat
Name Name e E-mail
Patrick Wood [email protected] Id
k, Patrick Wood ptw@dc p.wood
[email protected] s.abc.ac. @ymail.
First name: [email protected] uk uk
Mark .ac.uk Mark Taylor MarkT@
Last name: dcs.ymail
Taylor .ac.uk
Alex Bourdoo AlexBour
Alex AlexBourdoo@dcs doo@dc
Bourdoo .ymail.ac.uk s.ymail.a
c.uk
Ease with Structured Data-Storage
Storage Data types – both defined and

user defined help with the
storage of structured data
Scalability
Scalability is not
Ease with structured generally an issue with
data increase in data
Security
Update and Updating, deleting, etc. is

delete
easy due to structured
form
Ease with Structured Data-Retrieval
Retrieve
information
Data can be indexed

Indexing and based not only on a text
searching
string but other attributes
Ease with structured as well. This enables
data streamlined search
Mining data
BI operations BI works extremely well

with structured data. Hence
data mining, warehousing,
etc. can be easily undertaken
Ease with Structured Data-Retrieval
Retrieve A well-defined structure

information
helps in easy retrieval of
data
Indexing and
searching
Ease with structured

data
Mining data Structured data can be
easily mined and
knowledge can be
extracted from it
BI operations
Data Warehouse
Architecture and Role in BI

Definitions
• A data warehouse is a subject oriented,
integrated, time variant and nonvolatile
collection of data in support of management's
decision making process- W.H. Inmon
Features of data Warehouse
• Following are the major features of data
warehouse:
– Subject Oriented
– Integrated
– Time variant
– Non volatile
Data Warehouse—
Subject-Oriented
• Organized around major subjects, such as customer, product,
sales
• Focusing on the modeling and analysis of data for decision
makers, not on daily operations or transaction processing
• Provide a simple and concise view around particular subject
issues by excluding data that are not useful in the decision
support process
Data Warehouse—
Integrated
• Constructed by integrating multiple, heterogeneous data
sources
– relational databases, flat files, on-line transaction records
• Data cleaning and data integration techniques are applied.
– Ensure consistency in naming conventions, encoding structures,
attribute measures, etc. among different data sources
• E.g., Hotel price: currency, tax, breakfast covered, etc.
– When data is moved to the warehouse, it is converted.
Data Warehouse—
Time Variant
• The time horizon for the data warehouse is significantly
longer than that of operational systems
– Operational database: current value data
– Data warehouse data: provide information from a historical
perspective (e.g., past 5-10 years)
• Every key structure in the data warehouse
– Contains an element of time, explicitly or implicitly
– But the key of operational data may or may not contain “time
element”
Data Warehouse—
Nonvolatile
• A physically separate store of data transformed from
the operational environment
• Operational update of data does not occur in the data
warehouse environment
– Does not require transaction processing, recovery, and
concurrency control mechanisms
– Requires only two operations in data accessing:
• initial loading of data and access of data
Conceptual Modeling of Data Warehouses
• Modeling data warehouses: dimensions & measures instead of

relational model
• Subject, facilitates on-line data analysis oriented
• Most popular model is the multidimensional model
• Most common modeling paradigm:
– Star schema
– Data warehouse contains a large central table (fact table)
• Contains the data without redundancy
– A set of dimension tables (each for each dimension)
Fact Table
• A fact table is the central table in a star schema
of a data warehouse.
• A fact table stores quantitative information for
analysis and is often de-normalized.
• A fact table holds the data to be analyzed.
• A dimension table stores data about the ways
in which the data in the fact table can be
analyzed.
Example of Fact Table
• Suppose that a company sells products to
customers. Every sale is a fact that happens,
and the fact table is used to record these facts.
For example:
Dimension Table
• A dimension table stores data about the ways
in which the data in the fact table can be
analyzed.
• A dimension table is analogous to relations of
an RDBMS.
Example of Dimension Table
• Now we can add a dimension table about
customers:
time
Example of Star Schema
time_key item
day item_key
day_of_the_week Sales Fact Table item_name
month brand
quarter time_key type
year supplier_type
item_key
branch_key
branch location
location_key
branch_key location_key
branch_name units_sold street
branch_type city
dollars_sold state_or_province
country
avg_sales
Measures
Advantages of Star Schema
• Simpler Queries:
– Join logic of star schema is quite cinch in compare to other join
logic which are needed to fetch data from a transactional schema
that is highly normalized.
• Simplified Business Reporting Logic:
– In compared to a transactional schema that is highly normalized,
the star schema makes simpler common business reporting logic,
such as as-of reporting and period-over-period.
• Feeding Cubes:
– Star schema is widely used by all OLAP systems to design
OLAP cubes efficiently.
– In fact, major OLAP systems deliver a ROLAP mode of
operation which can use a star schema as a source without
designing a cube structure.
Disadvantages of Star Schema
• Data integrity is not enforced well since in a
highly de-normalized schema state.
• Not flexible in terms if analytical needs as a
normalized data model.
• Star schemas don’t reinforce many-to-many
relationships within business entities – at least
not frequently.
Snowflake schema
– Snowflake schema: A refinement of star schema

where some dimensional hierarchy is normalized
into a set of smaller dimension tables, forming a
shape similar to snowflake
time
Example of Snowflake Schema
item
time_key
day item_key supplier
day_of_the_week Sales Fact Table item_name supplier_key
month brand supplier_type
year item_key supplier_key
branch_key
branch location
location_key
location_key
branch_key
units_sold street
branch_name
city_key
branch_type
dollars_sold city
city_key
avg_sales city
state_or_province
Measures country
Characteristics of snowflake schema
• The snowflake schema uses small disk space.
• It is easy to implement dimension is added to
schema.
• There are multiple tables, so performance is
reduced.
• The dimension table consist of two or more sets
of attributes which define information at different
grains.
• The sets of attributes of the same dimension table
are being populate by different source systems.
Advantages
• There are two main advantages of snowflake
schema given below:
• It provides structured data which reduces the
the problem of data integrity.
• It uses small disk space because data are
highly structured.
Disadvantages
• Snowflaking reduces space consumed by dimension
tables, but compared with the entire data warehouse the
saving is usually insignificant.
• Avoid snowflaking or normalization of a dimension
table, unless required and appropriate.
• Do not snowflake hierarchies of one dimension table
into separate tables. Hierarchies should belong to the
dimension table only and should never be snowfalked.
• Multiple hierarchies can belong to the same dimension
has been designed at the lowest possible detail.
Fact constellations
• Fact constellations: Multiple fact tables share

dimension tables, viewed as a collection of stars,
therefore called galaxy schema or fact constellation
Example of Fact Constellation
time
time_key item Shipping Fact Table
day item_key
day_of_the_week Sales Fact Table item_name time_key
month brand
quarter time_key type item_key
year supplier_type shipper_key
item_key
branch_key from_location
branch location_key location to_location

branch_key location_key dollars_cost
branch_name
units_sold
street
branch_type dollars_sold city units_shipped
province_or_state
avg_sales country shipper
Measures shipper_key
shipper_name
location_key
shipper_type
Difference Between Star & Snowflake
S.NO STAR SCHEMA SNOWFLAKE SCHEMA
In star schema, The fact tables While in snowflake schema, The fact tables,
1. and the dimension tables are dimension tables as well as sub dimension
contained. tables are contained.
Star schema is a top-down
2. While it is a bottom-up model.
model.
3. Star schema uses more space. While it uses less space.
It takes less time for the While it takes more time than star schema
4.
execution of queries. for the execution of queries.
In star schema, Normalization While in this, Both normalization and
5.
is not used. denormalization are used.
6. It’s design is very simple. While it’s design is complex.
The query complexity of star While the query complexity of snowflake
7.
schema is low. schema is higher than star schema.
It’s understanding is very
8. While it’s understanding is difficult.
simple.
Hierarchies
• Independent variables are often related in hierarchies
(taxonomy)
– Determine ways in which dependent data can be
aggregated
• Temporal hierarchy
– Seconds, minutes, hours, days, weeks, months, years
• Same data can be aggregated in many different ways
– Same independent variable can belong to different
hierarchies
Hierarchy - Location
all all
region Europe ... North_America
country Germany ... Spain Canada ... Mexico
city Frankfurt ... Vancouver ... Toronto
office L. Chan ... M. Wind

Exercise
Exercise
• 1. Identify facts, dimensions and measures
• 2. For each fact:
– produce the attribute tree and fact schema
– design the star or snowflake schema
Possible Solution
Possible Solution- Star Schema
Exercise
Possible Solution
Exercise
Possible Solution
DW Architecture
Data Warehouse vs. Data Marts
• Enterprise warehouse: collects all information about
subjects (customers,products,sales,assets,
personnel) that span the entire organization
– Requires extensive business modeling (may take years to design
and build)
• Data Marts: Departmental subsets that focus on selected
subjects
– Marketing data mart: customer, product, sales
– Faster roll out, but complex integration in the long run
• Virtual warehouse: views over operational dbs
– Materialize sel. summary views for efficient query processing
– Easy to build but require excess
CS 336 93
capability on operat. db servers
Difference Between Data Warehouse and Data Mart
S.NO DATA WAREHOUSE DATA MART

1. Data warehouse is a Centralised system. While it is a decentralised system.
In data warehouse, lightly While in Data mart, highly denormalization takes
2.
denormalization takes place. place.
3. Data warehouse is top-down model. While it is a bottom-up model.
4. To built a warehouse is difficult. While to build a mart is easy.
In data warehouse, Fact constellation While in this, Star schema and snowflake schema
5.
schema is used. are used.
6. Data Warehouse is flexible. While it is not flexible.
Data Warehouse is the data-oriented in
7. While it is the project-oriented in nature.
nature.
8. Data Ware house is long life. While data-mart is short life than warehouse.
In Data Warehouse, Data are contained While in this, data are contained in summarized
9.
in detail form. form.
Enterprise-DW (EDW)
Basic Elements of the Data Warehouse
Ralph Kimball, Margy Ross, The Data Warehouse Toolkit, 2nd Edition, 2002
96
Operational Source Systems
• capture the transactions of the business
• queries against source systems are narrow
stovepipe application
97
Data Staging Area
• a storage area
AND
• a set of ETL processes
(extract-transform-load)
• It is off-limits to business users and does not
provide query and presentation services.
98
Data Staging Area - ETL
• EXTRACTION
– reading and understanding the source data and
copying the data needed for the data warehouse into
the staging area for further manipulation.
• TRANSFORMATION
– cleansing, combining data from multiple sources,
deduplicating data, and assigning warehouse keys
• LOADING
– loading the data into the data warehouse
presentation area
99
Data Presentation Area
• where data is organized, stored and made available for
direct querying by users, report writers, and other
analytical applications
• it is all the business community sees and touches via data
access tools
• dimensional data modeling
– user understandability
– query performance
– resilience to change
• detailed, atomic data
100
Data Access Tools
• tools that query the data in the data
warehouse’s presentation area
• the variety of capabilities that can be provided
to business users to leverage the presentation
area for analytic decision making.
– prebuilt parameter-driven analytic applications
– ad hoc query tools
– data mining, modeling, forecasting
101
Microsoft SQL Server
• SQL Server Integration Services (SSIS)
– tool for the ETL process
• SQL Server Analysis Services (SSAS)

– tool for multidimensional modeling
• SQL Server Reporting Services (SSRS)

– tool for reporting
102
Data Warehouse Architecture
103
Decision Support
• Information technology to help the
knowledge worker (executive, manager,
analyst) make faster & better decisions
– “What were the sales volumes by region and product category for
the last year?”
– “How did the share price of comp. manufacturers correlate with
quarterly profits over the past 10 years?”
– “Which orders should we fill to maximize revenues?”
• On-line analytical processing (OLAP) is an

element of decision support systems (DSS)
104
Three-Tier Decision Support Systems
• Warehouse database server
– Almost always a relational DBMS, rarely flat files
• OLAP servers
– Relational OLAP (ROLAP): extended relational DBMS that maps
operations on multidimensional data to standard relational operators
– Multidimensional OLAP (MOLAP): special-purpose server that
directly implements multidimensional data and operations
• Clients
– Query and reporting tools
– Analysis tools
– Data mining tools
105
The Complete Decision Support
System
Information Sources Data Warehouse OLAP Servers Clients
Server (Tier 2) (Tier 3)
(Tier 1)
e.g., MOLAP
Semistructured Analysis
Sources
Data
Warehouse serve
extract Query/Reporting
transform
load serve
refresh
etc. e.g., ROLAP
Operational
DB’s Data Mining
serve
Data Marts
CS 336 106
OLAP
• OLAP databases contain two basic types of
data:
– measures, which are numeric data, the quantities
and averages that you use to make informed
business decisions, and
– dimensions, which are the categories that you use
to organize these measures.
• OLAP databases help organize data by many levels of
detail, using the same categories that you are familiar
with to analyze the data.
Advantages and Challenges of an OLTP System
Advantages of an OLTP System

• Simplicity – It is designed typically for use by clerks, cashiers, clients, etc.
• Efficiency – It allows its users to read, write and delete data quickly.
• Fast query processing – It responds to user actions immediately and also
supports transaction processing on demand.
Challenges of an OLTP System

• Security – An OLTP system requires concurrency control (locking) and
recovery mechanisms (logging).
• OLTP system data content not suitable for decision making – A typical
OLTP system manages the current data within an enterprise/organization.
This current data is far too detailed to be easily used for decision making.
OLAP Cube
• An OLAP Cube is a data structure that allows
fast analysis of data.
• The arrangement of data into cubes overcomes
a limitation of relational databases.
• The OLAP cube consists of numeric facts
called measures which are categorized by
dimensions.
OLAP Cube
OLAP Operations
OLAP Operations
• There are different kind of operations which
we can perform in OLAP
– Roll up
– Drill Down
– Slice
– Dice
– Pivot
– Drill-across
– Drill-through
Typical OLAP Operations
• Roll up (drill-up): summarize data
– by climbing up hierarchy or by dimension reduction
• Drill down (roll down): reverse of roll-up
– from higher level summary to lower level summary or detailed
data, or introducing new dimensions
• Slice and dice: project and select
• Pivot (rotate):
– reorient the cube, visualization, 3D to series of 2D planes
• Other operations
– drill across: involving (across) more than one fact table
– drill through: through the bottom level of the cube to its back-
end relational tables (using SQL)
Roll-up
• Takes the current aggregation level of fact
values and does a further aggregation on one
or more of the dimensions.
• Equivalent to doing GROUP BY to this
dimension by using attribute hierarchy.
• SELECT [attribute list], SUM [attribute
names] FROM [table list] WHERE [condition
list] GROUP BY [grouping list]
Example
• Roll upon Location

from cities to
countries.
Before Roll up
• More detailed data to

less detailed data.
After Roll up
Example of Roll up
Drill- down
• Drill-down is the reverse of roll-up.
• That means lower level summary to higher
level summary.
• Increases a number of dimensions - adds new
headers
• Drill-down can be performed either by
– Stepping down a concept hierarchy for a
dimension
– By introducing a new dimension.
Example
After Drill Down
Before Drill down

Example of Drill down
Slice
• Performs a selection on one dimension of the
given cube.
• Sets one or more dimensions to specific values
and keeps a subset of dimensions for selected
values.
Example
• Here Slice is
performed for the
dimension "time"
using the criterion
time = "Q1".
Dice
• Define a sub-cube by performing a selection of
one or more dimensions.
• Refers to range select condition on one
dimension, or to select condition on more than
one dimension.
• Reduces the number of member values of one
or more dimensions.
Example
• The dice operation on the
cube based on the
following selection
criteria involves three
dimensions.
– (location = "Toronto" or
"Vancouver")
– (time = "Q1" or "Q2")
– (item =" Mobile" or
"Modem")
Example of Slice & dice
Pivot
• Rotates the data axis to view the data from
different perspectives.
• Groups data with different dimensions
Pivot
• Pivot is also known as rotate.
• It Rotates the data axis to view the data from
different perspectives.
•
Example
Drill across & Drill through
• Drill-across : Accesses more than one fact
table that is linked by common dimensions.
Combines cubes that share one or more
dimensions.
• Drill-through: Drill down to the bottom level
of a data cube down to its back-end relational
tables.
Drill Across
Drill Through
Exercise
Exercise
1. Compute the sales Quantity by Country
2. Try to understand why sales of seafood in Q1 is
higher than the other products.
3. Try to understand why sales of seafood in
January was higher much
4. Visualize the cube with time dimension in X axis
5. Visualize data only for paris
6. Visualize data only for paris or Lyon and
Quarters Q1 or Q2
Solution
Solution
Other OLAP Operations
• Sort
– Sort brings the cube back where the members of a dimension were
sorted.
• Add Measure
– This OLAP operation one is able to add new measures to a cube.
• Drop Measure
– In contrast to Add Measure, it’s also possible to get rid of a measure
from a data cube if it's not necessary.
• Union
– Due to an opportunity of Union, you can unite a number of cubes
which have the same scheme but separate instances.
• Difference
– Difference eliminates the cells in a cube which are owned by another
one. These two cubes must possess the same scheme.
Union
Add and Drop Measure
Sort
Multi-Dimensional Data
• Dimensions - business parameters that define a
transaction
• Example: Analyst may want to view sales data
(measure) by geography, by time, and by product
(dimensions)
• Dimensional modeling is a technique for
structuring data around the business concepts
• ER models describe “entities” and “relationships”
• Dimensional models describe “measures” and
“dimensions”
CS 336 139
Measure
• A set of values in a cube that are based on a
column in the cube's fact table and that are
usually numeric values.
• Measures are the central values in the cube
that are preprocessed, aggregated, and
analyzed. Common examples include sales,
profits, revenues, and costs.
Example
Member
• An item in a hierarchy representing one or more
occurrences of data.
• A member can be either unique or nonunique.
• For example, 2007 and 2008 represent unique
members in the year level of a time dimension,
• whereas January represents nonunique members
in the month level because there can be more than
one January in the time dimension if it contains
data for more than one year.
KPIs
• A KPI is a special calculated measure that is
defined on the server that allows you
– to track "key performance indicators" including status
(Does the current value meet a specific number?) and
– trend (what is the value over time?).
• These calculations are a combination of
Multidimensional Expressions (MDX)
expressions or calculated members.
• KPIs also have additional metadata that provides
information about how client applications should
display the results of the KPI's calculations.
Examples
• The sales department of an organization may
use monthly gross profit as a KPI,
• But, the human resources department of the
same organization may use quarterly employee
turnover.
The Multi-Dimensional Model
“Sales by product line over the past six months”
“Sales by store between 1990 and 1995”
Store Info Key columns joining fact table
to dimension tables Numerical Measures
Prod Code Time Code Store Code Sales Qty
Fact table for

Product Info
measures
Dimension tables Time Info
...
CS 336 145
Dimensional Modeling
• Dimensions are organized into hierarchies

– E.g., Time dimension: days  weeks  quarters
– E.g., Product dimension: product  product line  brand
• Dimensions have attributes
CS 336 146
Dimension Hierarchies
Store Dimension Product Dimension
Total Total
Region Manufacturer
District Brand
Stores Products
CS 336 147
Types of OLAP servers
• Three types of OLAP servers are:-
– 1 Relational OLAP (ROLAP)
– 2 Multidimensional OLAP (MOLAP)
– 3 Hybrid OLAP (HOLAP)
ROLAP
• ROLAP servers are placed between the
relational back-end server and client front-end
tools.
• ROLAP servers use RDBMS to store and
manage warehouse data, and OLAP
middleware to support missing pieces.
ROLAP: Dimensional Modeling Using
Relational DBMS
• Special schema design: star, snowflake
• Special indexes: bitmap, multi-table join
• Special tuning: maximize query throughput
• Proven technology (relational model,
DBMS), tend to outperform specialized
MDDB especially on large data sets
• Products
– IBM DB2, Oracle, Sybase IQ, RedBrick,
Informix
CS 336 150
Relational OLAP Architecture
• ROLAP includes the following components −
– Database server
– ROLAP server
– Front-end tool.
Advantages of ROLAP
Dimensional Modeling
• Define complex, multi-dimensional data with
simple model
• Reduces the number of joins a query has to
process
• ROLAP can handle large amounts of data.
• Can be used with data warehouse and OLTP
systems.
• Allows the data warehouse to evolve with rel. low
maintenance
CS 336 152
Disadvantages of ROLAP
• Limited by SQL functionalities.
• Hard to maintain aggregate tables.
MOLAP: Dimensional Modeling
Using the Multi Dimensional Model
• MDDB: a special-purpose data model
• Facts stored in multi-dimensional arrays
• Dimensions used to index array
• Sometimes on top of relational DB
• Products
– Pilot, Arbor Essbase, Gentia
CS 336 154
MOLAP
•The first generation of server-based multidimensional
OLAP (MOLAP) solutions use multidimensional
databases (MDDBs).
•The main advantage of an MDDB over an RDBMS is

that an MDDB can provide information quickly since it
is calculated and stored at the appropriate hierarchy
level in advance.
MOLAP Architecture
• MOLAP includes the following components −
– Database server.
– MOLAP server.
– Front-end tool.
MOLAP
• Advantages of MOLAP
– Optimal for slice and dice operations.
– Performs better than ROLAP when data is dense.
– Can perform complex calculations.
• Disadvantages of MOLAP
– Difficult to change dimension without re-
aggregation.
– MOLAP can handle limited amount of data.
HOLAP
•The hybrid OLAP system combines the
performance and functionality of the MDDB with
the ability to access detail data, which provides
greater value to some categories of users.
•Hybrid On-Line Analytical Processing (HOLAP) is
a combination of ROLAP and MOLAP.
•HOLAP provide greater scalability of ROLAP and
the faster computation of MOLAP.
HOLAP
• Advantages of HOLAP
– HOLAP provide advantages of both MOLAP and
ROLAP.
– Provide fast access at all levels of aggregation.
• Disadvantages of HOLAP
– HOLAP architecture is very complex because it
support both MOLAP and ROLAP servers.
ROLAP vs. MOLAP
Sl. No. MOLAP ROLAP
1 Information retrieval is fast. Information retrieval is
comparatively slow.
2 Uses sparse array to store Uses relational table.
data-sets.
3 MOLAP is best suited for ROLAP is best suited for
inexperienced users, since experienced users.
it is very easy to use.
4 Maintains a separate It may not require space other
database for data cubes. than available in the Data
warehouse.
5 DBMS facility is weak. CS 336
DBMS facility is strong. 160
Advantages of an OLAP System
• Multi-dimensional data representation.
• Consistency of information.
• “What if ” analysis.
• Provides a single platform for all information and business needs –

planning, budgeting, forecasting, reporting and analysis.
• Fast and interactive ad hoc exploration.

OLAP Products
• MOLAP
–SAS CFO Vision
–Comshare Decision
–Hyperion Essbase
–PowerPlay Enterprise Server
• ROLAP
–Cartesis Carat
–MicroStrategy
• HOLAP
–Oracle Express
–Seagate Holos
–Speedware Media/M
–Microsoft OLAP Services
OLAP Server Architecture
OLAP in BI
OLTP and OLAP
OLTP vs. OLAP
Fit of BI in existing infrastructure
BI Process
BI Technologies
•Analytic Databases
DB2 Teradata Vertica Semantic

Oracle Netezza Aster Data Databas
SQL Server Par Accel es
Greenplum (TIDE)
•BI is a consolidating industry
– Oracle: Siebel, Hyperion, Brio, Sun

– SAP: Business Objects, Sybase
– IBM: Cognos, SPSS, Coremetrics, Unica, Netezza
– EMC: Greenplum
– HP: Vertica
– Teradata: Aster Data
•Independent vendors: MicroStrategy, Informatica, SAS
•Reporting standards determined mainly by Microsoft, Apple and Adobe

BI Technologies (cont’d)
•If you want to learn more about Analytic Databases:
http://hosted.mediasite.com/mediasite/Viewer/?peid=120d6b7ba2
27498b96a8c0cd01349a791d
•If you want to learn more about BI in the Cloud:
http://hosted.mediasite.com/mediasite/Viewer/?peid=e6d91148a7
1a47969824c22b3b20d6221d
BI Roles
• Data Warehouse/Business Intelligence Manager
• Data Modeler/Data Architect
• Business Analyst
• Extract, Transform, and Load (ETL) Developer
• Report Developer
• Data Analyst
• Data Scientist
Data Warehouse/Business Intelligence
Manager
• Description
– The Data Warehouse/Business Intelligence Manager is responsible for
managing and directing the project.
– This person is the tactical leader and not the executive sponsor.
– He or she needs to be able to communicate well with both IT and business staff
for project success.
• Skills Needed
– Data Architecting Background
– Project Management
– Communication and Presentation Skills
– At minimum, working knowledge of all aspects of the BI stack
• Common Tools Used
– SQL Server Management Studio
– Microsoft Excel, Microsoft Project, or some other Project Management Tool
– Data Modeling Software
Data Modeler/Data Architect
• Description
– The Data Modeler/Architect is responsible for developing the marts and
warehouse structures based off of the business and technology
requirements that have been gathered.
– They tend to perform quite a bit of data profiling and define the final
data warehouse/data mart structure.
• Skills Needed
– Data Architecting Background
– Data Profiling Skills
– Advanced Knowledge of SQL and Data Structures
– Microsoft Excel
– Data Modeling Software
– SQL Server Integration Services (SSIS)
Business Analyst
• Description
– The Business Analyst is responsible for defining the business
requirements for the business intelligence solution.
– A business intelligence solution helps solve business problems,
therefore this role is critical to project success.
• Skills Needed
– Industry-specific Business Background is preferred
– General Data Warehouse/Business Intelligence Background
– Communication and Presentation Skills
– Microsoft Excel
– SQL Server Management Studio (depending on the technical
skills of the analyst)
Extract, Transform, and Load (ETL)
Developer
• Description
– The ETL Developer is the programmer who develops the packages that
move data from its source location to the ODS (operational data store)
and the marts or warehouse.
– In Microsoft SQL Server implementations, SSIS (SQL Server
Integration Services) is the tool most often used.
• Skills Needed
– SQL Programming
– Some C#/VB.net Background Preferred
– Knowledge of Data Structures
– ETL/SSIS Development Experience
– SQL Server Integration Services (SSIS)
– Microsoft Excel
Report Developer
• Description
– The Report Developer is the developer responsible for creating reports, dashboards, and
other visualizations that provide clarity to end users.
– Proper data visualization is a key component of a successful business intelligence
implementation, so a capable Report Developer is a must.
• Skills Needed
– SQL Programming
– Some C#/VB.net Background Preferred
– SQL Server Reporting Services (SSRS), Crystal Reports,
– Strong Industry-Specific Business Background Preferred
– SQL Server Reporting Services (SSRS), Tableau, Crystal Reports or Other Data
Visualization Software
– Microsoft Excel
– Microsoft SharePoint (if SharePoint is the BI Portal in your deployment)
– R, SAS, SPSS or some other statistical software package
Data Analyst
• Description
– The Data Analyst role is responsible for assisting business users to analyze and interpret
the data contained in your data warehouse/data mart environment.
– This person often works directly with business users to help them solve specific business
problems using the data contained in the business intelligence solution.
• Skills Needed
– SQL Programming
– SQL Server Reporting Services (SSRS), Crystal Reports, Tableau or other data
visualization tool
– Industry-Specific Business Background
– Statistics or Math Background Preferred
– SQL Server Reporting Services (SSRS), Tableau, Crystal Reports or Other Data
Visualization Software
– Microsoft Excel
– Microsoft SharePoint (if SharePoint is the BI Portal in your deployment)
– Statistical Software Package (R, SAS, SPSS, etc.)
Data Scientist
• Description
– They must be well-versed in statistics and mathematics while also having a
strong background in programming or scripting.
– They perform advanced data-driven statistical modeling to develop predictive
models, clustering analysis & other advanced data mining & statistical models.
• Skills Needed
– Advanced Mathematics/Statistics Background
– SQL Programming
– R, SAS, SPSS, or Other Statistical Software Package Skills
– Data Visualization Development
– SQL Server Reporting Services (SSRS), Tableau, Crystal Reports or Other
Data Visualization Software
– Microsoft Excel
– R, SAS, SPSS, Python, or other statistical software package.
BI Roles and Responsibilities
BI Team Roles
• BI Project Team Roles
• Business Manager
• BI Business Specialist
• BI Project Manager
• Business Requirements Analyst
• Decision Support Analyst
• BI Designer
• ETL Specialist
• Database Administrator
• More on http://www.b-eye-network.com/view/8360
Application of BI in all industries
• A few examples
– Pro Sports
• Oakland A’s, New England Patriots – recruiting players
• Dallas Cowboys – merchandising
– Gambling
• Harrah’s  Caesar’s
• Quote from Intel manager:
– “In God we trust, all others bring data”
- Demming
A sample of Oracle BI Customers
Communications Automotive Finance / Banking Consumer Goods High Tech
Media / Energy Aero / Industrial Insurance / Health Life Sciences Other

BI Best Practices |1
1. Get organization wide buy-in
• Disjointed BI practices and failed universal adoption is a quick path to BI
failure. To maximize BI success it is essential to get organization wide buy-
in. It is in everyone’s best interest; in the end every department especially
Sales, Marketing, Finance, and Management will benefit from BI. To that
end the right parties should be involved from the get go. This best practice
includes getting CIOs and CMOs to collaborate from the beginning!
• IT is another key stakeholder you should involve from the beginning. Yes,
the right SaaS BI tool won’t require IT heavy lifting. This doesn’t mean IT
shouldn’t be included in analytics procurement, implementation, and
management processes. IT and Dev teams offer valuable knowledge bases
that should be utilized. They can ensure that appropriate security and
governance measures are adhered to. IT is a great resource for knowledge
retention and knowledge transfer. In the end, IT doesn’t necessarily have to
manage the BI but they should be kept in the loop.
2. Have a plan, from the beginning
• Approaching analysis without a strategy can cost you a
lot of money, time and stress. Before you even choose a
BI tool you need to identify the top business needs and
develop a set of business requirements and goals. Don’t
develop these in a vacuum or just at the executive level.
Since you already have organization wide buy-in
(right?!) consult with all key stakeholders, including
finance, marketing, sales and operations. In the end
setting clear objectives and having pre-determined key
performance indicators(KPIs) will help guide a
successful BI adoption.
3. Start Small
• Odds are there are a lot of business questions you want answered
and insights you need to gain. When you start to compile these
needs and begin pondering the overall size of your data it is easy to
get overwhelmed. This is only compounded when every employee
starts clamoring for data immediately. This leads us to the next
business intelligence best practice: start small. Start with a small
list of crucial questions. Try to answer them with easily available
data. If you end up with answers, then great. Odds are this process
will lead to more questions that you can add to your roadmap. This
process will also help you discover what data sources you need to
compile, or what data you are missing in general. When it comes to
BI rollouts, we are fans of Agile methodology best practices which
promote an iterative approach that constantly involves stakeholders.
Gather requirements and input, build, test, and repeat!
4. Identify necessary data sources
• Odds are your organization, no matter the size, is collecting data
surrounding most business operations. The problem is this data is
often spread across a variety of different systems and software. Data
may be stored in various ERP systems, CRMs, databases and Excel
spreadsheets. With data spread across multiple systems, getting the
information you need can be an arduous task. This is where you
once again need to start small and identify the necessary data
sources to get started. View your data not as an overwhelming mass
but as a collection of answers to specific questions. Approach it with
a question or a hypothesis in mind and check if the data gathered
confirms your assumption. In the end you may take advantage
of a data warehouse to improve performance. With the right tool you
can easily compile and blend various data sources.
5. Foster a data culture
• To get your organization on board with a new BI plan you are going to have to
evangelize the importance of data. For your BI to succeed your organization needs
to foster a data culture. When all departments of a company are working together
towards a common goal, the resulting data insights and subsequent actions will be
more meaningful and valuable.
• There may be push back. Departments may be discouraged by a lack of time, data
acumen and resources and shy away from encouraging enterprise adoption of BI.
They may not see that the adoption costs outweigh the benefits. They need to see
that the right tool will benefit all teams.
• Some users may just be overwhelmed by new technologies and data. This can lead
to change resistance. Work to show that while a little training may be necessary the
right tool will easily empower everyone to be their own analyst. Look for a tool that
allows for a wide range of users to easily connect to, explore, visualize and
communicate their data. Easy drag and drop interfaces that require little training
and no prior data analysis or SQL skills will also drive adoption. Empowering staff
with business dashboards they can immediately use encourages them to make fast
and confident decisions, and benefits the company as a whole.
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DASHBOARD
Definition
• A business intelligence dashboard, or BI
dashboard, is a data visualization and analysis
tool that displays on one screen the status of
key performance indicators (KPIs) and other
important business metrics and data points
for an organization, department, team or
process.
Types of Dashboard
BI dashboard design best practices
• involve end users in the BI dashboard design process;

• refine designs during development using an iterative
approach;
• precisely identify the data that the intended users need to
track;
• allow for customization of dashboards by different parts of
an enterprise;
• don't overdo the amount of information being presented to
users;
• keep the data in BI dashboards current and up to date; and
• include consideration of UX issues, with upfront testing to
identify any problems.
KPI
• A Key Performance Indicator is a measurable
value that demonstrates how effectively a
company is achieving key business objectives.
Organizations use KPIs at multiple levels to
evaluate their success at reaching targets.
High-level KPIs – Focus on the overall
performance of the enterprise
Scorecard
• It is ability to bring information into a single
report, which can save time, money, and
resources. It also allows companies to track
their performance in service and quality in
addition to tracking their financial data
Data Ware House and
Dimensional Modelling
(Lecture-Data Mart & Data Warehouse)
Presented by:
Ashutosh Shankhdhar
Assistant Professor
Agenda
• Introduction
• Types of Data Mart
• Comparison Between Data Mart and Data Warehouse
<Subject Code> <Name of Subject> 31

Data Mart
• A DATA MART is focused on a single functional
area of an organization and contains a subset
of data stored in a Data Warehouse

Why Data Mart
• Ease Of Access
• Faster Access (Query response time will be
less)
• Less Time in Construction
• Agile

Types of Data Mart
• Dependent Data Mart
• Independent Data Mart
• Hybrid Data Mart

Data Mart Vs Data Warehouse

Thank You

SCHEMAS
Presented by:
Ashutosh Shankhdhar
Assistant Professor
Conceptual Modeling of Data Warehouses
• Modeling data warehouses: dimensions & measures instead of

relational model
• Subject, facilitates on-line data analysis oriented
• Most popular model is the multidimensional model
• Most common modeling paradigm:
– Star schema
– Data warehouse contains a large central table (fact table)
• Contains the data without redundancy
– A set of dimension tables (each for each dimension)
Example of Star Schema
time
time_key item
day item_key
day_of_the_week Sales Fact Table item_name
month brand
year supplier_type
item_key
branch_key
branch location
location_key
branch_key location_key
branch_name units_sold street
branch_type city
dollars_sold state_or_province
country
avg_sales
Measures
Snowflake schema
– A refinement of star schema where some

dimensional hierarchy is normalized into a set of
smaller dimension tables, forming a shape similar
to snowflake
Example of Snowflake Schema
time
item
time_key
day item_key supplier
day_of_the_week Sales Fact Table item_name supplier_key
month brand supplier_type
year item_key supplier_key
branch_key
branch location
location_key
location_key
branch_key
units_sold street
branch_name
city_key
branch_type
dollars_sold city
city_key
avg_sales city
state_or_province
Measures country
Fact constellations
• Fact constellations: Multiple fact tables share

dimension tables, viewed as a collection of stars,
therefore called galaxy schema or fact constellation
Example of Fact Constellation
time
time_key item Shipping Fact Table
day item_key
day_of_the_week Sales Fact Table item_name time_key
month brand
quarter time_key type item_key
year supplier_type shipper_key
item_key
branch_key from_location
branch location_key location to_location

branch_key location_key dollars_cost
branch_name
units_sold
street
branch_type dollars_sold city units_shipped
province_or_state
avg_sales country shipper
Measures shipper_key
shipper_name
location_key
shipper_type
Thank You
BCSE-0583 Data Warehouse 44

QUIZ TIME
Quiz-1
Data scrubbing is which of the following?
A. A process to reject data from the data warehouse and to create

the necessary indexes
B. A process to load the data in the data warehouse and to create
the necessary indexes
C. A process to upgrade the quality of data after it is moved into a
data warehouse
D. A process to upgrade the quality of data before it is moved into a
data warehouse
Quiz-2
A goal of data mining includes which of the
following?
• A. To explain some observed event or condition
• B. To confirm that data exists
• C. To analyze data for expected relationships
• D. To create a new data warehouse
Quiz-3
A data warehouse is which of the following?
• A. Can be updated by end users.
• B. Contains numerous naming conventions and formats.
• C. Organized around important subject areas.
• D. Contains only current data.
Quiz-4
Q. Which of the following statements is/are true

about Data Warehouse?
- Can be update by end user

- Contains numerous naming conventions and formats
- Organized around important subject areas
- Contain only current data
Quiz-5
Q. The data in Data Warehouse is generally

having
1. Clean Data
2. Dirty Data
3. Clean and Dirty Data
4. None of above
Quiz-6
Q. Successful data warehousing requires that a
formal program in total quality management
(TQM) be implemented.
A. True
B. False
Quiz-7
Q. Data in operational systems are typically
fragmented and inconsistent.
A. True
B. False
Dashboard and Report Designing
DASHBOARD
What is dashboard?
Dashboard
• Definition
– A dashboard is a visual display of the most
important information needed to achieve one or
more objectives; consolidated and arranged on a
single screen so the information can be
monitored at a glance
Why should dashboards be used in
the decision making process?
• The ability to receive, process and remember information
can be increased by the use of visual appliances.
• Most of the decision makers have very little time
– they would prefer to get the information in a ready reckoner
kind of presentation.
• Dashboard serves two major purposes for the senior
executives
– present the information relevant to the decision maker at a
consolidated level and graphically or pictorially,
• helps decision maker to grasp, understand and utilize the information
– capability to drill down or create adhoc queries
• Helps the decision maker to dig more into details or for looking a
specific info
Dashboard Types
• We might divide the most common uses and
metrics of strategic dashboards due to a
business unit they're suitable for:
– Strategic Dashboards
– Analytical Dashboards
– Operational Dashboards
Strategic Dashboards
• Used by executives
• Quick overview on the health of the business,
including major high-level measures
• Few information, simple display mechanisms,
static snapshots
Strategic Dashboards
• A strategic dashboard is a reporting tool used to
monitor the status of key performance indicators
(KPIs), and are typically used by executives.
• The data behind a strategic dashboard updates on a
recurring basis, but at less frequent intervals than an
operational dashboard.
• Strategic dashboards may be viewed once a day, and
assist executives in staying on top of KPIs throughout
the business.
• An example of a strategic dashboard is the SaaS CEO
dashboard. It monitor KPIs across the organization
using simple data visualizations.
Examples of strategic dashboards
• In case of manufacturing department of the company, metrics linked to
production seem the most important. Thereupon, with dashboard we
might check product return rate, for instance, and investigate the trends -
whether the rate gets lowered or not, and - if it does - how quickly.
• Dashboards used by a sales department are mainly focused on sales
results and their trends and changes.
• Services department. Good contact with the customers is extremely
important these days, therefore more and more attention is paid to
services by the business. With strategic dashboards it is possible to
measure the number of complaints, for instance.
• HR - Human resources department - all the metrics concerning people
(employees) are extremely important to keep the company's flow.
Employees retention rate is one of the examples.
• Even though the finance department demands often a detailed
operational reporting, strategic dashboards are usually enough for the
general review. Executives get a possibility to check average outstanding
balances, for instance.
Examples of strategic dashboards
• Services department. Good contact with the customers is extremely important
these days, therefore more and more attention is paid to services by the business.
With strategic dashboards it is possible to measure the number of complaints, for
instance.
• HR - Human resources department - all the metrics concerning people
(employees) are extremely important to keep the company's flow. Employees
retention rate is one of the examples.
• Even though m en a det onal
the finance department are us for
demands often a detailed tance.
operational reporting,
strategic dashboards are
usually enough for the
general review.
Executives get a
possibility to check
average outstanding
balances, for instance
Dashboard Types
• Analytical Dashboards
– Used by analysts
– Support interaction with data, e.g. drill-down
– Complex data, sophisticated display mechanisms,
static snapshots
Analytical Dashboard
What is an analytical dashboard?
• An analytical dashboard is a reporting tool that is used to analyze
large volumes of data to allow users to investigate trends, predict
outcomes, and discover insights.
• Analytical dashboards are more common within business
intelligence tools because they are typically developed and
designed by data analysts.
• The data behind an analytical dashboard needs to be accurate and
up-to-date, and may only be updated infrequently.
• Analytical dashboards often include advanced BI features like drill-
down and ad-hoc querying.
• An example of an analytical dashboard is the MRR/Accounts
dashboard. It is, however, important to note this is a very
lightweight version of analytical dashboard.
•
Financial performance dashboard
Help decision-makers to see how efficiently the company’s capital is being spent
and to establish a specific operational task to structure future decision better.
• With the important financial KPIs such as return on assets, return on equity,
working capital, and the overview of the balance sheet, a finance department has
a clear picture of their capital structure. This enables the department to,
consequently, set specific operational activities to improve further.
Operational Dashboards
• Used to monitor operations
• Support alerting for critical events, interaction
with data
• Detailed data, simple and clear display
mechanisms, real-time data
• As the name indicates, operational dashboards are
pretty useful tools for operations teams to monitor and
proactively manage their day-to-day activities.
• They’re all about showing what’s happening now.
• The data is usually near real-time, and may cover a
single day, or up to a week at maximum.
• They don’t contain as much historical information as
strategic or analytical dashboards.
• Operational dashboards are usually projected on large-
screen TVs for the whole organization to view
• Examples of operational dashboards include:
– A web analytics dashboard showing the number of
pageviews, users, sessions, bounce rates, sign-ups, and
purchases over the course of a day.
– A social media dashboard showing Facebook likes being
received, tweets, followers, shares, and more.
– A manufacturing/production dashboard that reflects the
number of products produced, defects observed, goods
packaging, and goods shipped.
– A help desk dashboard showing the number of tickets
being received by the hour, the number of tickets being
closed, the ones being reopened, the number of calls
being made.
Analytical dashboards vs operational
dashboards
• Analytical • Operational
dashboards are meant dashboards manage
to help an organization intra-daily business
establish targets based processes – frequently
on insights into changing and current
historical data. performance metrics or
key performance
indicators (KPIs).
Choosing dashboards based on
business reporting requirements
• What business problem(s) we are trying to
solve?
– Identify what is driving the need for a dashboard
solution and to define the scope of the project.
• Operational Dashboards
– Data awareness and time sensitive data
• Strategic Dashboards
– Top-line organizational KPIs
• Anayltical Dashboards
– Trends or deeper insights
What gaps exist in our performance?
• The identification of gaps can be used to
develop a set of metrics that will be used as
the basis for the development of the
dashboard.
• Intra-daily performance
• Monthly, quarterly performance
– Anayltical Dashboards
• Performance issues, weekly performance
What are our goals?
• Before developing metrics it becomes important
to identify what you hope to achieve by using
dashboards as well as align those goals to the
department’s or company’s overall strategy.
• Employee awareness and tracking against goals
• Strategic goals, such as achieving KPI targets
– Anayltical Dashboards
• Analytics goals, such as visibility into key process
Who will be using the dashboards?
• Design, features and required training will
change based on the role of the dashboard
user.
• Operational Dashboards
– Line of business managers; business users
• Strategic Dashboards
– Executives; Directors
• Anayltical Dashboards
– Business analysts; data analysts; executives
Differences
• Dashboard versus Portal
– Portal = Focus on the integration of different
contents under one user interface
– Dashboard = Focus on the compression of
important facts and figures on one single screen
• Dashboard versus Scorecard
– A scorecard is a specific dashboard including Key
Performance Indicators (KPIs), usually used on a
strategic level
EVOLUTION OF DASHBOARD
The History of Business Dashboards
• The evolution of business dashboards can be traced back four decades.
• In the early 1970s, businesses were using decision support systems (DSS) to perform business
intelligence tasks.
• They were originally modeled from automobile dashboards, which provide the status of
critical functions, like gasoline levels or speed, to drivers.
• In the 1980s, these systems were modernized in a technology known as Executive
Information Systems (EIS).
• Although EISs were considered a technological advancement, users were plagued with slow
turnaround times for refreshing and managing data.
• When the information age ramped up in the 1990s, concepts such as data warehousing and
online analytical processing propelled quicker dashboard functionality.
• After KPIs became more widely adopted in the late 1990s, business dashboard use soared.
• During this era, Microsoft was a key player in promoting a concept known as the Digital
Nervous System.
• Digital dashboards were deemed a component of the Digital Nervous System.
• Fast-forward to the business intelligence dashboards that are available today:
– dashboard visualization has become an industry standard that is widely adopted by analytics
professionals, students, and directors of global organizations.
• First dashboards were a set of graphs and indicators
• Today dashboards are more versatile, e.g. by integrating strategy maps
and scorecards.
• As can be seen in the table given above the dash boards evolution can be
seen in three generations.
• The first generation dash boards were simple charts helping monitoring of
some business areas. This can be compared to the dashboard of an
automobile, where the first generation dash boards had simple lamps
display doing the function of indication of engine issues.
• The Second generation dash boards were advanced charts, gauges and
indicators, tables carrying on function of advanced monitoring of business
areas, drill down to analyze and monitoring by Key metrics.
• The Third generation dash boards in addition to the above contain score
cards and strategy maps providing additional functions such as monitoring
tactics and strategy of business.
Layers of Information
• User can peel back layers of information to get
to the root cause of a problem.
• Each successive layer provides additional
details, views and perspectives to understand
a problem and to identify the steps that have
to be addressed.
• Monitor, analyze, examine
• The three layers of information can be
classified as –
– Summarized Graphical View –
• This is the top layer typically presentation layer to C category of
officials in the organization and decision makers.
• The purpose of this layer is to monitor key performance metrics.
• The display would be graphical indicators, number and text.
• Typical technology are Dash boards, Scorecards and portals.
classified as –
– Multidimensional View –
• This is the Middle layer typically presentation layer provided to
power workers, IT workers and decision makers with requirement
to make a detailed analysis.
• The purpose of this layer is to explore information from multiple
dimensions.
• The display would be by way of interactive charts and tables.
• The technology used are OLAP and interactive reporting tools.
classified as –
– Detailed Reporting View –
• This is the Bottom layer typically presentation layer provided to all
the operational staff and lower level of decision makers.
• Also used by auditors and risk managers and operational heads of
the organizations.
• The purpose of this layer is to examine the details before taking
action.
• The display would be in Table or report in separate window.
• Technology used are operational reporting tools, data warehouse
queries.
DASHBOARD DESIGN PRINCIPLES
Dashboard Design
• Questions to be asked for Dashboard design
– What type of dashboard should be designed?
– What are the relevant data and KPIs that should
be visualized?
– What are appropriate elements for visualization?
– How should user navigation look like?
– How is the dashboard supplied with data?
Dashboard Design
• Three steps to create a new dashboard:
– Create the spreadsheet model
• Import existing spreadsheet model or
• Create new spreadsheet model with Excel functionality
– Build the visualization
• Select suitable components from the visualization
library
• Data binding
– Publish the dashboard
• Export to PPT, Word, Adobe, SWF, Business Objects
Dashboard Design Principles
• Reduce the non-data pixels, by eliminating
unnecessary non-data pixels and de-
emphasizing the remaining non-data pixels.
– Graphics that are just for decoration
– Borders to separate sections when white space
would suffice
– Use of gradient colors when solid colors would do
– Grid lines in bar graphs when white space would
suffice
• Enhance data pixels by eliminating unnecessary
data pixels and highlighting most important data
pixels
– Remove data that is less relevant
– Condense data by summaries and exceptions
– Emphasize important data by visual attributes like
color intensity, size, line width
– Emphasize important data by its position on the
dashboard: top-left and center are sections with
greatest emphasis
• Group KPIs Logically
– For example, by component or KPI type, such as
availability or performance.
– Spatially separate different groups if they are in
one panel.
E.g. eliminate variations in color that don’t

encode any meaning
Design Principles
• Keep to Single Screen
– By fitting the dashboard onto a single screen, you allow a quick overview at a glance.
• Use Appropriate Themes
– Use an appropriate theme which defines the visual design of the components, like fonts
and colors and deviate from its default settings only when necessary.
• Use Few Selectors
– Use as few pure selectors as possible (e.g. radio button, combo box, or tab strip
• Use a Compact Design
– Use a compact design to gain space for additional valuable information:
• Avoid gauges (speedometers)
– Provide as much useful information as possible but avoid unnecessary data or
decoration.
– Often forms or tables serve the same purpose as a Cartesian chart but require less
space:
– Use Linear Gauges instead of Speedometers
• Linear display of measures is better than radial display since lengths can be evaluated more
easily than angles and less space is required.
Gestalt Principles
• The work of the Gestalt School of Psychology, beginning in 1912, resulted in a set
of Gestalt principles of perception that reveal visual characteristics enabling us to
group objects together
• Proximity:
– Objects located near each other are perceived as belonging to the same group.
• Similarity:
– Objects that are similar in color, size, shape, and orientation are perceived as belonging to the
same group.
• Enclosure:
– Objects that are enclosed by a visual border, e.g. a line, are perceived as belonging to the
same group.
• Closure:
– Open structure (e.g. shapes with open ends) are perceived as closed whenever possible.
• Continuity:
– Objects that appear to form a continuation of one another are perceived as belonging to the
same group.
• Connection:
– Objects that are connected (e.g. by are line) are perceived as belonging to the same group.
Display Media for Dashboards
Chart Overview
• These charts are used to display various kind of
information on a single screen in dashboard.
– Line Chart:
• showing the tendency over a period of time, e.g. stock
prices
– Pie Chart:
• showing relative shares compared to a certain total, e.g.
relative share of revenue for a product compared to total
revenue
– Bar Chart:
• visualization of rankings, e.g. TOP 10 products by revenue
– Column Chart:
• showing developments over a period of time, e.g.
revenue by month
– Radar Chart:
• plotting multi-dimensional sets of data using several
axis, e.g. compare different aspects of stock like price,
volume, price to earning ratio, etc.
Singular Components
• Gauges
– Gauges as input component represent a variable
that can be modified to affect other components.
By dragging the needle users can interact with the
Gauge to change the value.
– Gauges as output components represent a value
that changes and moves the needle if underlying
data changes.
Singular Components
• Alerts
– Used to call the attention of the user to a specific
item that has reached a pre-defined limit such as
budgets or benchmarks, plan data, etc.
– Alerts can be defined for different components
Metrics
• Metrics are parameters or measures of
quantitative assessment used for
measurement, comparison or to track
performance or production.
• Analysts use metrics to compare the
performance of different companies, despite
the many variations between firms.
Metrics function
• Assessing the progress and health of on line businesses
• Financial progress: sales, margins, profit, market share
• Strategic metrics require entire examination of the company:
perception of value proposition,marketplace offering, effectiveness
of implementation
• Branding and implementation metrics focus on
– supply-chain performance
– organizational dynamics
– marketing communication effectiveness including branding
• Senior and stock market analysts tend to have a bias toward
financial metrics
• Provide history of the company in the marketplace
• May not reflect the strategy of the company
• Managers need early warning system metrics
Metrics drive behavior in number of
ways
• Help define the business model
– Focusing on measurement can increase the
precision of the value proposition
– Concrete goals with precise measurements
• Help communicate strategy
– Document performance targets
– Communicates strategy to workforce
– Creates buy-in to the metric-setting processes
Metrics drive behavior in number of
ways
• Help track performance
– Instantaneous feedback concerning site performance real-time
– Usage, visitors, length of time on site, average sales, page views
• Help increase accountability
– Metrics must be linked to the performance appraisal system
– Individual performance can be appraisals tied to company-wide,
team-specific, and individual metrics
– Site usability can be tied to the interactive design function
– Customer service metrics can be tied to the customer service
department
• Help Align Objectives
– Align precise objectives, departmental functional goals,
company-wide strategic activities as a whole
Kaplan-Norton Balanced Scorecard
FINANCIAL
To succeed financially, how
should we appear to our
shareholders?
INTERNAL BUSINESS
CUSTOMER
Vision PROCESS
To achieve our vision, how
and To satisfy our shareholders and
should we appear to our
customers? Strategy customers, at which businesses
must we excel?
LEARNING AND GROWTH

To achieve our vision, how will
we sustain our ability to change
and improve?
Source: Kaplan, Robert S. and David P. Norton. 1996. Using the Balanced Scorecard as a Strategic Management System. Harvard Business Review 74 (January-February): 76.
• Financial Metrics
– Revenue, revenue growth, gross margins,
operating income, net margin, earnings per
share, cashflow
– Reflect recent planning period , to some degree
all previous planning periods
• Customer Metrics
– Management relationship of customers by the firm
– Market share
– Customer acquisition
– Customer satisfaction
– Customer profitability
– Customized by the target segment
• Learning and Growth Metrics
– Employee
• Selection
• Training
• Retention
• Satisfaction
– Motivation
• Empowerment
• Alignment of company and personal goals
• Internal Business Process Metrics
– Information Systems
• Quality of infrastructure
• Timeliness, accuracy, and utility of data
– Operations – quality of entire supply
– Post-sale service – quality being offered to customer
• Vision and Strategy Metrics
– Vision – understanding across the organization
– Strategy – creation of and mapping of business to
the strategic goals
– Tactics – Mapping of tactics to strategic goals
– Innovation - Innovation includes customer’s
perception of innovativeness of the company
• Limitations
– No clear definition of strategy or business
models
– Unclear location of organizational capabilities or
resources in framework
– Unclear where partnerships reside in framework
The Rayport-Jaworski Performance
Dashboard and Strategy Framework
• The terms ‘dashboards’ and ‘scorecards’ are often
used interchangeably, although they are indeed
different things.
– Scorecards are designed to measure progress towards
meeting strategic business goals,
– dashboards are only designed for ongoing monitoring
of specific activities.
– Dashboards are not meant to convey information
about how close, operations match the intent of the
business and associated targets.
– A scorecard focuses on a given metric and compares it
to a forecast or target.
The Rayport-Jaworski Performance
Dashboard and Strategy Framework
• The Performance Dashboard - intended to reflect the
health of the business.
• The Strategy Framework Drives the Necessary Metrics
• Strategic scorecards contain metrics from four key areas
that drive the success of a business (people, customers,
financial, operations)
• Six critical steps
– Opportunity assessment
– business-model metrics
– customer-interface design
– Market communications and branding
– Implementations
– Financial
Introducing the R-J Performance Dashboard
Steps of Strategy:
Market Opportunity Implementation

Business Model Customer Interface Evaluation
Assessment and Branding
Performance
Dashboard:
Implementation Customer
Opportunity Business Model Financial
& Branding Interface &
Metrics Metrics Metrics
Metrics Outcome Metrics
Areas
Addressed:
 Size of market  Uniqueness of value  Branding  Customer acquisition  Revenue
opportunity proposition
 Technology  Changes in customer  Profit
 Attractiveness of  Attractiveness of infrastructure behavior
 Cost
target segments offering
 Internal organization  Site experience and
 Balance sheet
 Competitive  Firm capabilities usability
 Relationship with
landscape relative to
suppliers and
competition
partners
 Sustainability of
 Fulfillment capability
competitive position
Components of the R-J Performance
Dashboard
• R-J Performance Dash board
– RJ Performance dash board differing from Kalpan Norton balance score card takes the
measurement of the organization performance against the strategic steps taken.
– First the dashboard captures the steps of strategy and then performance metrics against those
steps of strategy, thus allowing the business to have a dashboard that clearly shows the impact
or otherwise of the strategy.
– Opportunity Metrics
• Ability to discern unfulfilled needs in the market place is critical
• Market-opportunity metrics asses the degree to which the firm can accurately gauge
the market opportunity
– Business-model Metrics
• Capture subcomponents of the business model: egg diagram, resource systems,
financial metrics
• Value Proposition or Cluster Benefits Metrics
– target segments, benefits offered, capabiliti4s that drive benefits
– focus on customer’s perceptions
– performance relative to the competitor’s benefits
What are the Steps to Implement the R-J
Performance Dashboard?
– Step One: articulate business strategy

• market opportunity assessment
• business model
• customer-interface design
• branding
• implementation
• evaluation
Steps Two and Three
– Step Two: translate strategy into desired outcomes

• not settling target levels but specifying outcomes
– Step Three: devise metrics
• identifies specific metrics that reflect the desired outcomes
• look-to-book ratios
Steps Four and Five
– Step Four: link metrics to leading and lagging indicators

• map entire set of indicators
• including leading & lagging indicators
– Step Five: calculate current and target performance
• current conversion rates
• advertising expenditures
• degree of positive word of mouth
Blueprint to the R-J Performance Dashboard
Step One: Step Two: Step Three: Step Four: Step Five:
Articulate Translate Devise Link Metrics Calculate
Business Strategy Into Metrics To Leading Current And
Strategy Desired And Lagging Target
Outcomes Indicators Performance
Market Opportunity Market Opportunity

•Opportunity size? •Market size and growth
•Competitive environment? •Average age and income
•Competitor concentration
Business Model Business Model

•Unique value proposition? •Customer perceivedbenefits
Develop resource system required to deliver the strategy
•Capabilities vs. competition? •Exclusive partnerships •For each metric, •For each metric,
Define goals and value proposition
•$ investedin technology vs determine the metrics calculate current level

competition that it affects and that of performance
affect it •Determine target
Implementation and Implementation •Map the linked set of level required to meet
Branding •Customer brand awareness metrics, indicating outcomes described
•How to develop brand? •System uptime percentage leading and lagging in Step 2
•How to go to market? •Number of IT staff indicators •Ensure that targets
•% inaccurate orders •Ensure that there is a are consistent with
balance between each other
Customer Customer leading and lagging
•How to acquire customers? •Market share indicators
•How will customers change? •Purchases / year
•The customer experience? •Success rate
•Service requests / customer
Financial Financial
•Financial consequences in •Revenue
terms of revenue, profit, cost •Profit
and balance sheet? •Earnings per share
•Debt to Equity ratio
Building Reports
Building Reports
• The Report authoring task flow –
– Review available reports
– Customize Sample reports
– Author new reports
– Manage reports and report views
– Make custom reports available
Building Reports
• Reports are used to create view charts, dashboards, documents
that effectively support different roles and responsibilities
• They are of two types
• Development intelligence report
– They are graphical in nature (example: pie charts, graphs, scorecards
etc.)
– They communicate status, monitor problems, diagnose problems,
identify corrective actions etc.
– They are a decision support tools for managing projects / programs.
• Report documents.
– They are document-style.
– Specifications may have to comply with standards/requirement in
both structure and styling
– Document often form the basis of a contractual relationship.
Creating a Basic report
• Specifying the data package (meta-model)
• Choosing a basic report layout
• Adding data
• Inserting a single data item
• Validating the report
• Saving the report
• Running the report
• Setting ‘pdf’ page options
Report Style
• Relational Reporting Style
– This style is recommended for relational data sources.
– Relational data is best represented by lists.
– In relational reporting, you summarize data by using headers and
footers in lists, summary functions. You focus data in relational
reporting with summary or detail filter.
• Dimensional Reporting Style-
– This style is recommended for dimensionally modeled relational
(DMR) and OLAP data sources. Dimensional data is best represented
by crosstabs, maps and charts.
– In dimensional reporting, you summarize data by using member
summaries and within set aggregates. You focus data in dimensional
reporting by adding only the relevant members to the edge of a
crosstab or to the context filter.
– You can also enable drilling up and drilling down in dimensional
reports.
List report
• A List report is similar to a table report with rows and
columns of data.
• Each row is one record and each column is a Field.
• Used when you want to see more number of records at a
time.
• display any columns you want and in the required order.
• You can sort, search, filter and group data in a list report.
Crosstab report
• A crosstab report provides a different view of
data by showing values at the intersection
points of rows and columns.

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Business Intelligence

Operational Efficiency Customer Interaction

• ERP Reporting • Sales Analysis

1. Power Shift (8%)

Low (1) Very High (5) 1. IT Integration (5%)

Probability / Frequency of Occurrence 1. IP (2%)

 Business drivers (the impulses that initiate the need to act).

Business Value: Business value can be measured in terms of ROI (Return on

Program management: It is the component that ensures people, projects and

Development: The process of development consists of database/data-

• Should follow design standards

• Information derived from data that has been

• Technology used for deriving information must be

• Consists of different roles and responsibilities, like

BI and DW operations: Data warehouse administration requires the usage

Metadata management: Metadata is data about data.

Metadata can be divided into four groups:

DATA WAREHOUSING INFORMATION SERVICES

Data Source in New York

Data Source in Washington

Data Source in Philadelphia

Data Source in Chicago

• Information is delivered in the form of KPI’s, reports, charts, dashboards or

• Data mining is a practice used to increase the body of knowledge.

• Applied analytics is generally used to drive action and produce outcomes.

Type of user Casual users/ Power users/Information

Tools Pre-defined Advanced Analytical/

• Digital data can be

• According to Merrill Lynch 80–90% of business data

• Data is usually in a format which makes it difficult to

– Semi-structured data does not conform to any data

Videos (MPEG, etc.)

Images (JPEG, GIF, etc.)

Unstructured data Word document

Possible solutions RDBMS/

Store in XML which tries to give

CAS Content Addressable Storage (CAS)

Unstructured data may be be converted

Possible solutions Store in relational databases

File formats Increasing number of file

As the data grows it is not

Different naming conventions followed

Text mining Text mining tools help in

Classification/ Taxonomies within the

It can be stored in a virtual repository and be

Following naming conventions or standards

Attributes in a The tags and

Integration of data from

Some ways in which semi-structured data is managed and stored

• Describe the • Contain data on • Models the data

• Assign meaning to • Used for data • Schemas are not

Distinction between Schemas keep changing with

Semi-structured data can be stored in a

Object Exchange Model.

XML allows to define tags and

Databases which are specifically

Flat files Semi-structured is usually

Heterogeneous Data comes from varied

Incomplete/ Extracting structure when there is

Indexing data in a graph-

Allows data to be arranged in a

XML Extensible MarkUp Language

What is Open-source mark up language written