Business Intelligence for kids (example project)

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Here I expose a example of how a Business Intelligence project could be. the targeting people of that slides are begines in that lovely world

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Business Intelligence for kids (example project)

  1. 1. 1 Author : Enrique Cristian Benito Casado
  2. 2. IntroducciónIntroducción “You do not really understand something unless you can explain it to your grandmother” -Albert Einstein - What BI is «Business  intelligence  (BI) is  an  umbrella  term  that  includes  the  applications,  infrastructure and tools, and best practices that enable access to and analysis of  information to improve and optimize decisions and performance.».   2 Data BI Process Analysis
  3. 3. A BI ProjectA BI Project Outbound Campaign Management The situation: The marketing department of a Bank  is carrying out several campaigns in order  to sell financial products because it is supposed that they will fit the client’s  needs. This type of marketing is targeted only on our clients (internal advertising). The marketing strategy chosen by the marketing department is the Outbound  marketing because they will select each client individually. The goal of this project is the development of a dashboard where all the  apparently useless information has been converted into useful information. This  information will be displayed in a way that the final users can easily identify their  KPI (Key Performance Indicators).  3
  4. 4. Previos Concepts IPrevios Concepts I What’s the meaning of Outbound Nowadays there are two different ways of marketing:  Inbound   It is simple to identify Inbound marketing since it consist on advertising a  company through social networks, blogs, social media and other forms of content  marketing. Inbound marketing earns the attention of customers. Therefore this  marketing could be identified by the slogan “earn the way in” due to the fact that  in this type of advertising the client is the one which will come to the company.   4
  5. 5. Previos Concepts IIPrevios Concepts II   Outbound  On the other hand, in Outbound marketing the company is the one which  provide clients with direct advertising. The company will try to capture the  attention of the clients for a certain advertising campaign by telemarketing,  emailing, SMS sending and so on.   This project is based on the Outbound marketing. During this project we will  analyze the outbound campaigns with the goal in mind of their optimization.  5
  6. 6. The situation IThe situation I   6 So the marketing departent design several campaings and try show them to the bank’s clients HOW
  7. 7. The situation IIThe situation II Due to the fact that the bank is investing money by marketing several campaigns through multiple channels we will be able to store a lot of information in several Excel sheets and in our data base. However, there is nobody analysing all this information. Therefore we don’t know if these marketing campaigns are being effective or if the target clients are the “perfect clients”… 7 Huge amounts of data are being acumulated
  8. 8. The situation IIIThe situation III At this point several things are clear: 1. We are investing money designing and sending publicity. 2. We have huge amounts of data that are being acumulated. 3. Nobody is doing something with that data. We do not know if: (Problems) 1. The campaigns are being succesfull 2. The clients like’s the campaigns 3. We have not find the targeting people depending on: Age, City, Studies, Job etc..  So we need that someone analyse all that and give some answers 8
  9. 9. Once we have a goalOnce we have a goal How we going to achieve it ? The answer is pretty easy, we need a Application of Business Intelligence Applications of Business Intelligence (BI) are tools that help to support decisions, allow real-time interactive access, analysis and manipulation of the critical information of the company. These applications provide to the users a greater understanding that allows them to identify the opportunities and the problems that could appear in any business day. Additionally these tools provide a better understanding of the data that are being already accumulated avoiding a massive storage of useless information. Nowadays there are many BI tools, each one with their pros and cons. For this reason, choosing the right tool for our needs will be really important. 9
  10. 10. Choosing BI Tool IChoosing BI Tool I Wich one we should choose? The market offer to us houndres of BI tools, but what is the perfect one for that project ? We should analize some of them. We can not choose any tool without pay attention to GARNER group, Garner group is the one of the Biggest reference in the BI world and every year make a deep report about the tools and companys that the market is offering , and publish his famous magic Quadrant.(would be the S&P of the BI) 10
  11. 11. Choosing BI Tool IIChoosing BI Tool II We analize 4 of them 11
  12. 12. Choosing BI Tool IIIChoosing BI Tool III Finnaly for our project we decided to choose QlikView Why QlikView Qlikview has a quick learning curve There is extensive documentation on the internet about it. It has a community of very active programmers that seem a great help in solving problems and doubts. QlikView allows you to create your own projects. What is not allowed is to take someone else's project. For the developer (me) it doesn’t have any cost. The company (the Bank with who I am working right now for that Project analysis the campaigns) instead would have to pay a license if they want keep the QlikView application for more than one user. Is in the top 3 in Forbes Fast Tech 25. Garnet group again in 2013 Positions QlikTech as a Leader. 12
  13. 13. PhasesPhases Once we know what the company wants and we have identified the problem and we know how to solve it, and with which one tool, its time to work. Phases  ETL  Build the BI- Tool data model (normally in others Bi tools like Sap Business Objects etc.. it’s call Universe)  Build the Dashboard  Analysis the results 13
  14. 14. ETLETL  What a process ETL is  ETL process (Extract, Transformation and Load) it’s the main part of every BI project.  ETL processes enable organizations to move data from multiple sources, reformat and cleanse, and load into another database Data mart or Data Warehouse so then later it could be analysed.  The ETL process of this project consists on the following tasks:  Extract. Due to the fact that our data sources will be Excel and a “MySQL” data base, we will only extract information for these both types of data sources.  Transform. As we explained before, it will be develop in Qlikview using their Script.  Load. Once we have all the data transformation within the Script, Qlikview will load all this information only by pressing the “Load button”. 14
  15. 15. ETLETL 15
  16. 16. Build the BI QlikView Data ModelBuild the BI QlikView Data Model Building the Data Model of QlikView is the next step into the ETL process. It is very important to decide which ones will be the columns and rows of the data model. Redundant fields could lead to misunderstanding, performance issues and to an extra effort. Qlikview works in an “associative” way instead of the traditional associations of the rest of the BI tools. This provides Qlikview with a clear competitive advantage because it can relate each dimension to any other no matter their relationship.Qlikview can associate fields to any table simple by sharing the name of the field. On the other hand we have to be careful with this automatic links since it could lead to “circular references” causing an error in Qlikview. 16
  17. 17. QlikView Data ModelQlikView Data Model 17 Our QlikView Data Model have the fallowing form
  18. 18. Architecture of the SystemArchitecture of the System  To have a global vision of the systems it would be. 18
  19. 19. Build the QlikView Dashboard IBuild the QlikView Dashboard I  We are now ready to build the QlikView design 19 A start window will give us the welcome Campaign Window:We will have a window to analice all our campaings , things like, how much everyone cost etc ..
  20. 20. Build the QlikView Dashboard IIBuild the QlikView Dashboard II 20 Clients window: will analyze the clients of the bank and theirs features in relationship with the campaigns Clients maps
  21. 21. Buid the QlikView Dashboard IIIBuid the QlikView Dashboard III 21 There will be a window that will analyze the channels, for channel I mean the way publicity is send , emailing , SMS etc. Finnally all the information above could be printed in a report.
  22. 22. Buid the QlikView DashboardBuid the QlikView Dashboard  So How it would work?  We were carried out campaigns but we were not analyzing the result of them, so the business man of our company which one we have build the dashboard could see it and conclude. Fo example. 22 Example campaign by months We have discover that even the campaign Holiday Credit have been a successful campaign, people from Madrid are not interested on in in months since August to Dic so we shouldn’t invest money for that campaign in that months in the future. Example campaign by city People from Madrid in general are just interested in 3 campaigns, “credit car”,” holidays credit” and “Direct deposit Ipad” the others have been a disaster so we should find new campaigns.
  23. 23. Summit!!Summit!!  Analysing the previous result and discovering campaigns in which one our clients are not interested and which yes ,finding our targeting client and redirecting our efforts, at the end what we are doing is SAVING MONEY FOR THE COMPANY!!! 23
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