“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.».
Data BI Process Analysis
A BI ProjectA BI Project
Outbound Campaign Management
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).
Previos Concepts IPrevios Concepts I
What’s the meaning of Outbound
Nowadays there are two different ways of marketing:
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.
Previos Concepts IIPrevios Concepts II
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.
The situation IThe situation I
So the marketing departent design several campaings and try show them to the bank’s clients
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”…
Huge amounts of data are being acumulated
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,
So we need that someone analyse all that and give some answers
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.
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)
Choosing BI Tool IIChoosing BI Tool II
We analize 4 of them
Choosing BI Tool IIIChoosing BI Tool III
Finnaly for our project we decided to choose 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.
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.
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
What a process ETL is
ETL process (Extract, Transformation and Load) it’s the main part of every BI
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
Transform. As we explained before, it will be develop in Qlikview using their
Load. Once we have all the data transformation within the Script, Qlikview
will load all this information only by pressing the “Load button”.
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.
QlikView Data ModelQlikView Data Model
Our QlikView Data Model have the fallowing form
Architecture of the SystemArchitecture of the System
To have a global vision of the systems it would be.
Build the QlikView Dashboard IBuild the QlikView Dashboard I
We are now ready to build the QlikView design
A start window
will give us the
have a window to
analice all our
campaings , things
like, how much
everyone cost etc ..
Build the QlikView Dashboard IIBuild the QlikView Dashboard II
Clients window: will
analyze the clients of the
bank and theirs features
in relationship with the
Buid the QlikView Dashboard IIIBuid the QlikView Dashboard III
There will be a window
that will analyze the
channels, for channel I
mean the way publicity
is send , emailing ,
Finnally all the
could be printed in a
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.
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
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!!!