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Analytics for dw professionals Dr Jay B Simha abiba 20110527


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Information Excellence Session 101 Presentation by Dr Jay Bharatheesh, addressing the basics of Analytics for Data Warehousing Professionals. An excellent primer sessin to get started with.

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Analytics for dw professionals Dr Jay B Simha abiba 20110527

  1. 1. 5/27/2011 TDWI India ChapterDr. Jay B. SimhaCTO, ABIBA Systems© Abiba Systems | • About ABIBA • Analytics • Technology • Case study • Lessons learned • Open house© Abiba Systems | A year spent in artificial intelligence is enough to make one believe in God Alan J. Perlis Epigrams in programming Most of the managers today are trying to do things right. But the question is are they finding right thing to do? Stephen Covey Noted Management Guru© Abiba Systems | 1
  2. 2. 5/27/2011 • Technology firm focused on being a Business Intelligence & Analytics partner of choice for Telecom Operators Globally • We develop advanced analytics tools customized to meet industry specific requirements. Our solution highlights • Advanced B.I and Analytics solution • Rapid deployment for quick wins • User friendly solutions to improve end user product utilization • Lower TCO to ensure higher ROI ABIBA Management • Promoter team have several decades of experience in Telecom Companies globally . • Highly Qualified Management Team with extensive domain knowledge and technological know how.© Abiba Systems |© Abiba Systems | Section Business Intelligence Business Analysis • Relational • Flat Data • Large N • Large C • All • Mostly tactical Users • High • Few • Large data • Large no of variable Complexity • multiple source • correlation • Decision support Utility Decision support • decision management • Objective Mode Process driven • Model driven© Abiba Systems | 2
  3. 3. 5/27/2011 Analytics is the science of examining business data to identify historic trends and patterns, predict potential trends and to analyze the effects of certain decisions or events. The goal of analytics is to improve the quality of decision making in business by gaining in-depth knowledge of past, current and future performance. Type of Analytics : Descriptive Analytics: Descriptive Analytics provides the insights into the distribution of the data Predictive Analytics: Predictive Analytics tries to predict the value of one or more responses in a data set Prescriptive Analytics: Prescriptive Analytics tries to optimize the process outcome© Abiba Systems | Optimization Predictive Modeling Segmentation Reporting and Analysis© Abiba Systems |© Abiba Systems | 3
  4. 4. 5/27/2011 BI and Segmentation Churn prediction Recommendation CLV Survival analysis Profiler Response model© Abiba Systems |© Abiba Systems | Business Visualization What-if Slice/dice/drill/Roll Forecasting Classification/ Segmentation Response modeling Optimization Neural Statistics Technology Cubes networks Decision trees Op. Research© Abiba Systems | 4
  5. 5. 5/27/2011 Visual Psychology Performance If - then Business Rule based Hypothesis verification modeling Decision tree Inference Analytics Artificial Statistics disciplines intelligence ? Neural network Multi variant testing Fuzzy logic Database A | BCD ETL OLAP IN-Memory© Abiba Systems | Function Data Reference Module • Column store Analysis OLAP • In memory • In database Modelling Neural networks • In - memory • In memory Optimization Linear programming • Disk based • Relational Storage • Big table© Abiba Systems | Dashboards Analysis Cubes Reports Analysis Customer data mart Churn Modeler Segmentation & Profiling Data Integration Customer LTV Cross Sell Data sources Up Sell Analytics© Abiba Systems | 5
  6. 6. 5/27/2011© Abiba Systems | Target Campaign Campaign Campaign Definition Definition Execution Analysis • Define/Select • Objective Campaign • Validity • Send Messages •Analyze success targets. • Media • Default Assign of Campaign • Target based • Message sampling list Campaign Management System© Abiba Systems | CMS data mart Data Interchange Customer Lifetime Value Predictive repository protocol Churn data Data Analysis Historical Profiler cubes data Target Modeler Security Data Interchange Reports Application services EDW protocol Dashboards Analysis Alarms Historical Security data© Abiba Systems | 6
  7. 7. 5/27/2011 EDW Define targets Select the best campaign for Sample targets the whole set Campaign Analytics Analyze the Run sample effectiveness campaigns© Abiba Systems |© Abiba Systems | Recent Old customers customers New Somewhat Long recent Very long 1000 C1 C2 high Commit Improve Customer Loyalty 500 499 C3 C4 low Augment Don’t Turnover Invest 0 D(Profitability)© Abiba Systems | 7
  8. 8. 5/27/2011 Recent Old customers customers New Somewhat Long recent Very long 1000 high 500 499 low 0 D(Profitability)© Abiba Systems |© Abiba Systems |© Abiba Systems | 8
  9. 9. 5/27/2011© Abiba Systems |© Abiba Systems |© Abiba Systems | 9
  10. 10. 5/27/2011 Business • Team competence • Crossing the chasm • Business User involvement • Need to show ROI • Scientific frameworks for business function Technical • Data, data, data • Statistics helps • Analytics is effective • Data Integration is essential© Abiba Systems |© Abiba Systems | 10