This document provides an overview of data warehousing and business intelligence. It begins with defining key concepts like data warehousing, its properties including being subject-oriented, integrated, time-variant and non-volatile. It then discusses data warehouse architecture and components. The document also introduces data modeling tools like ERwin and open source ETL tools like Talend. Finally, it discusses business intelligence and visualization tools like Tableau. The overall objective is to help understand concepts in data warehousing and business intelligence.

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Mastering In DataWarehousing & Business Intelligence

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At the end of this module, you will be able to Know :
Objective
 What is Data Warehousing & Business Intelligence ?
 What is Data Warehousing Architecture ?
 What is Data Modelling / Introduction to ER Win r9 Tool ?
 What is ETL / An Open Source ETL Tool – Talend 5.x ?
 What is Business Intelligence / An Open Source Tableau Public 9.x ?

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What is Data Warehouse
A data warehouse refers to a database that is maintained
separately from an organization’s operational database
“A data warehouse is a subject-oriented, integrated, time-
variant, and nonvolatile collection of data in support of
management’s decision-making process.”
Loosely Speaking
Officially Speaking
W.H. Inmon

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Subject Oriented
Data Warehouse Properties
Non Volatile
Integrated
Time Variant
Data Warehousing

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Subject-Oriented
Data is categorized and stored by business subject rather than by application
Equity
Plans
Shares
Customer
financial
information
Savings
Insurance
Loans
OLTP Applications Data Warehouse Subject

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Integrated
OLTP Applications
Savings
Current
accounts
Loans
Data Warehouse
Data on a given subject is defined and stored once.
Customer

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Time-Variant
Data is stored as a series of snapshots, each representing a period of time…
TIME DATA
Jan-97 January
Feb-97 February
Mar-97 March
Jan-97 January

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Non-Volatile
Typically data in the data warehouse is not updated or deleted.
Insert Update Delete Read Read
Operational Warehouse
Load

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Changing Data
Warehouse Database
First time load
Refresh
Refresh
Operational Database

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What is Data Warehouse
“Data warehouse is the conglomerate of all data marts
within the enterprise. Information is always stored in the
dimensional model.”
Officially Speaking
Ralph Kimball

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InmonVsRalphKimball
Characteristics Inmon Kimball
Business Decision Support
Requirements Strategic Tactical
Data Integration Requirement Enterprise Wise Integrator Individual Business Requirement
Data Structure Requirement
Data that meet multiple and varied
information needs and non-metric data
KPI, Business Performance Measure &
Scorecards Requirements
Persistency of Data in Source System Source Systems have high rate of
change
Source Systems are quite stable
Skill Sets Bigger Team of Specialists Small Team of Generalists
Time Constraint Longer Time Required Urgent delivery as this is subjective
Cost to Build High Start-up Costs Low Start-Up Costs

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Data Ware Housing Products
Entity Relationship / Schema Modeling
Data Integration / ETL

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What is Business Intelligence?
Business intelligence (BI) is the set of techniques and tools for the transformation of raw / production and
operational data into meaningful and useful information for business analysis purposes for various level.
Business intelligence (BI) talks about how traditional data which transform into the BI which have multiple
initiatives to measure, manage, and improve on the performance of individuals, processes, teams, and business
units for the specific business area.
During the operation of business, the following questions must be asked. The functions of monitoring,
analyzing, and planning delve into these questions as follows :
• What has happened?
• What is happening?
• Why?
• What will happen?
• What do we want to have happen?

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What is Business Intelligence Categories?
Strategic Business Intelligence: Management collaborates and agrees on a strategy and a method in which they
would like to see information presented, for example, in maps, scorecards, reports, or dashboards.
Now that you have your strategy defined, it is imperative that you do something with the data that you have collected
Analytical Business Intelligence: Once Strategic BI sets the foundation in the form of key performance metrics,
then Analytical BI is employed to identify the source of an issue once it has been uncovered.
Tools like analytic dashboards, OLAP, predictive analytics, and ad hoc queries are utilized to determine the location or
the cause of a major problem.

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Data Ware House Architecture

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- CA ERwin Introduction
• ERwin is a popular data modeling
tool used by a number of major
companies throughout the world.
The product is currently owned,
developed, and marketed by
Computer Associates, a leading
software company.
• The product supports a variety of
aspects of database design,
including data modeling, forward
engineering (the creation of a
database schema and physical
database on the basis of a data
model), and reverse engineering
(the creation of a data model on the
basis of an existing database) for a
wide variety of relational DBMS,
including Microsoft Access, Oracle,
DB2, Sybase, and others.

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Physical ER Diagram

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Open Source VS Commercial ETL Tools
Open Source ETL Commercial ETL
License Details
Licensing Model Open-Core Model. No charges for extra
CPU cycles
Core Model. Extra usage charges can be
applied for over-the-limit CPU cycles
Licensing Channel via GNU public license/Apache license Vendor specific
Cost Differentiation
License Costs 30-60% < 1X times Commercial license
(Mostly)
1X times
Support and Maintenance Costs Close to Commercial vendor costs
(Mostly)
Close to Open-Source
Advanced Features Offered through "Commercial" Open-
Source
Add-ons
Type of Support and Maintenance Tiered pricing model. E.g.
Community(Free, Forums), Silver, Gold
and Platinum Editions
Not offered in tiers (Mostly). Add-on to
licensing costs

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Talend Open DI Studio 5.x - Overview
• Talend Open Studio for Data Integration operates as a code generator, producing data-transformation scripts and
underlying programs in Java. Its GUI gives access to a metadata repository and to a graphical designer. The
metadata repository contains the definitions and configuration for each job - but not the actual data being
transformed or moved. All of the components of Talend Open Studio for Data Integration use the information in
the metadata repository.
• The product is based on Eclipse.
• Talend Open DI Studio typically use for:
• synchronization or replication of databases
• right-time or batch exchanges of data
• ETL (Extract/Transform/Load) for analytics
• data migration
• complex data transformation and loading
• data quality exercises
• big data
• Talend Open Studio for Data Integration primarily differs from Talend Enterprise Data Integration in that the
Enterprise version has a Subversion plug-in built in, as well as support for joblets. Using Talend Enterprise Data
Integration, ETL and ELT jobs can have a dynamic schema.

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Talend - History

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Talend - Partners

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Talend - Customers

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Talend - Market Position

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Talend - Product Offering

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Talend DI Studio - Welcome Page

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Data visualization With Tableau
• Data visualization tools allow anyone to organize and
present information intuitively. This is becoming more
vital as data proliferates in every field from bar codes
in retail stores to player behavior in online games.
• All of this data is meaningless without a way to
organize and present important findings within it.
People comprehend data better through pictures than
by reading numbers in rows and columns.
• So by visualizing data, you are able to more effectively
ask and answer important questions such as “Where
are sales growing,” “What is driving growth” and “What
are the characteristics of my customers using different
services?” By using Tableau visualizations, you gain the
ability to quickly answer questions; your data becomes
a competitive advantage instead of an underutilized
asset.

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Tableau Software, Inc.
Company and Leadership
• The company was founded in Mountain View, California in January, 2003 by
Chris Stolte, Christian Chabot and Pat Hanrahan.
• Based on a breakthrough from Stanford University, Tableau makes visual
analytics and business intelligence software that delivers:
• 10-100X productivity improvements
• amazing multi-dimensional discoveries
• web analytics at 1/10th the cost of a “BI Platform”
The company is headquartered in Seattle, WA.
Customers
+ Google
+ Allstate
+ Cornell
+ Harvard
+ Apple
+ NSA
+ Microsoft
+ 1,000’s more
Key Partners
+ Oracle OEM
+ Microsoft Gold Certified
+ Teradata Partner

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Customers: 4,000 Strong Companies
Advertising and Marketing
Avenue A | Razorfish
DoubleClick
Draft FCB
Olgilvy
Predicta Brazil
The Martin Agency
Banking and Finance
Bank of America
Barclays Global
Citigroup
Draft FCB Group
EverBank Direct
Fifth Third Bank
Greater Iowa Credit Union
Wells Fargo
Charities
British Red Cross
Christian Relief Services Charities
DC Children & Youth Inv. Trust Corp.
Goodwill Industries
United Way of Rock River Valley
World Vision
Communications
Bell Canada
Bell South
FiberTower
Lucent
Mitel Networks Corporation
Motorola
Sprint
T-Mobile
Telstra
Verizon Communications
Consulting and Legal
Baker & McKenzie
Booz Allen Hamilton
Clorox Company
Cornerstone Research
Deloitte & Touche LLP
Electronic Data Systems Corporation
Ernst & Young
McKinsey & Company
Mercer
Norbridge
Energy & Utilities
Atomic Energy of Canada
Duke Energy Corporation
Louisville Water Company
Omaha Public Power District
Saudi Aramco
TXU
Williams Midstream
WindLogics
Engineering and Construction
Bechtel Corporation
Beezer Homes
Kiewit Corporation
McGraw-Hill Construction
St. Onge Company
Financial Information
Dunn & Bradstreet
Equifax
Fannie Mae
HTM Corporation
Moodys Investors Service
Scottish Re
Standard and Poor's
Food and Beverage
Chicken of the Sea
Nestlé
Prairie Berry Winery
Sierra Nevada Brewing Company
Starbucks Coffee
The Coca-Cola Company
Turkey Hill Dairy
Healthcare
Barnes Jewish Hospital
Blue Cross Blue Shield of Alabama
Caremark
Good Shepherd Medical Center
Harvard Medical School
Johnson & Johnson
Kaleida Health
LSU Health Sciences
Roche Diagnostics
St. Jude Children's Research
University of Miami Medical Center
Wake Forest Health Sciences
Insurance
AAA Allied Group
Amica
Esurance
Marsh & McLennan
Mutual of Omaha
Nationwide Insurance
Progressive
The Regence Group
Investment and Brokerage
Bridgewater Associates
Charles Schwab
Dundee Securities
Merrill Lynch
National Financial Partners
New Enterprise Associates
RBC Dain Rauscher
Rosenblatt Securities
Stone Castle Partners
Manufacturing
Air Products
Alcoa
Boeing
Dow Chemical
Hitachi
Honda
Jabil Circuit
KLA Tencor
Lockheed Martin
Pratt & Whitney
Ricoh
Sony
Steelcase
Toyota
Media and Entertainment
CNET Networks
Discovery Communications
Dow Jones and Company
Epic Games
Microsoft Xbox
New York Times
O'Reilly Media
Sony
TiVo
Univision
Pharamceutical
Alza Pharmaceutical
Cephalon
Eli Lilly
Johnson & Johnson
McKesson
Merck
Novo Nordisk
Pfizer
Sanofi Aventis
Government and Public Sector
Australia Attorney General
DC Government
Federal Aviation Administration (FAA)
Government of Canada
National Science Foundation
NSA - National Security Agency
NYC Department of Education
Pacific Northwest National Lab (PNNL)
SOCOM - US Special Ops Command
US Air Force
US Army
US Bureau of Land Management
US Department of Agriculture (USDA)
US Department of Justice
US Department of the Navy
Veteran's Benefit Association (VBA)
Research & Development
Bayer CropScience
Boeing Phantomworks
General Electric Global Research
Lawrence Livermore Labs
MITRE
National Institute of Health
National Reconnaissance Office
National Visualization Analytics Center
Pacific Northwest National Labs
Quest Diagnostics
Retail
Amazon.com
Barnes & Noble
Borders
Caremark CVS
Lowe's
MAPCO
Pilot Travel LLC
Safeway
Walmart
Wet Seal
Service and Outsourcing
ADP
Computer Information Concepts
EDS
Hmetrix
Madrona Solutions Group
Oco
StrategicOne
Wolters Kluwer
Technology
Adobe
AOL
BEA Systems
CNET Networks
eBay
Electronic Arts
ESRI
Google
HP
IBM
Microsoft
MySQL
Novell
Pay Pal
VMWare
TechNexxus
Travel & Leisure
Alaska Airlines
Bourne Leisure
Celebrity Cruise Lines
Expedia
Royal Caribbean Cruise Lines
Sandiego.com
Universities and Colleges
Appalachian State University
Chemetka Community College
Cornell University
DePaul University
Duke University
Georgetown University
Johns Hopkins University
London School of Economics
Ohio State University
Pitzer College
Providence College
San Diego State University
University College- Dublin
University of North Carolina – Chapel Hill

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Tableau Products
Tableau Desktop
Create
Tableau Server
Share - Web
Tableau Reader
Share - Local
+ business intelligence
solution scales to
organizations of all sizes
+ share visual analytics with
anyone with a web
browser
+ publish interactive
analytics or dashboards
+ secure information and
manage metadata
+ collaborate with others
+ share visualizations &
dashboards on the
desktop
+ filter, sort, and page
through the views
+ “Acrobat for Data”
+ free download
+ ad hoc analytics,
dashboards, reports, graphs
+ explore, visualize, and
analyze your data
+ create dashboards to
consolidate multiple views
+ deliver interactive data
experiences
Tableau Public
Share - Everyone
+ create and publish
interactive visualizations
and dashboards
+ embed in websites and
blogs
+ free download and free
hosting service

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How Do People Work With Tableau

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Tableau Public - Start Page

32. Questions
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