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Business Intelligence and Analytics:
Session 1: Business Intelligence,
Data Science and Data Mining
 Know how to solve business problems by data-analytic thinking
 Have an overview about principles of how to model and how to solve
business problems in a non-rigorous manner
 Know several tools and ways of how to practically implement solution
methods
2
Meta Introduction:
Overall goals of this class
 Data Warehousing / Data Engineering
 How to store and access huge amounts of data?
 Data Mining / Data Science
 How to derive knowledge and profitable business action out of large
databases?
 Simulation
 How to model and analyse complex relationships in order to derive
profitable business action?
3
Main focus areas
 Provost, F.; Fawcett, T.: Data Science for Business; Fundamental Principles of Data Mining
and Data- Analytic Thinking. O‘Reilly, CA 95472, 2013.
 Steve Williams: Business Intelligence Strategy and Big Data Analytics, Morgan Kaufman
Elsevier, 2016
 Michael R. Berthold, Christian Borgelt, Frank Höppner, Frank Klawonn, Guide to
Intelligent Data Analysis, Springer-Verlag London Limited, 2010
 Carlo Vecellis, Business Intelligence, John Wiley & Sons, 2009
 Eibe Frank, Mark A. Hall, and Ian H. Witten : The Weka Workbench, M Morgan Kaufman
Elsevier, 2016.
 Jason Brownlee, Machine Learning Mastery With Weka, E-Book, 2017
 Nikhil Ketkar, Deep Learning with Python, Apress, 2017
 François Chollet, Deep Learning with Python, Manning Publications Co., 2018.
4
Main literature
The 15th annual KDnuggets Software Poll
https://www.kdnuggets.com/polls/2014/analytics-data-mining-data-science-
software-used.html
Huge attention from analytics and data mining community and vendors, attracting
over 3,000 voters.
Software
5
The top 10 tools by share of users were
– RapidMiner, 44.2% share ( 39.2% in 2013)
– R, 38.5% ( 37.4% in 2013)
– Excel, 25.8% ( 28.0% in 2013)
– SQL, 25.3% ( na in 2013)
– Python, 19.5% ( 13.3% in 2013)
– Weka, 17.0% ( 14.3% in 2013)
– KNIME, 15.0% ( 5.9% in 2013)
– Hadoop, 12.7% ( 9.3% in 2013)
– SAS base, 10.9% ( 10.7% in 2013)
– Microsoft SQL Server, 10.5% (7.0% in 2013)
Software
 Decision Support Systems in the broadest sense can be defined as
 Computer technology solutions that can be used to support complex decision
making and problem solving. [Shim et al. 2002]
 Broad definition that encompasses many areas
 Application systems
 Mathematical modeling
 Data driven modeling
 Subjective modeling
Decision Support Systems
Technological development
 More powerful computers, networks, algorithms
 Collect data throughout the enterprise
 Operations, manufacturing, supply-chain management, customer
behavior, marketing campaigns, …
 Exploit data for competitive advantage
8
Ubiquity of data
opportunities
 There is no unique or mathematical definition of Business Intelligence
 The Data Warehousing Institute defines Business Intelligence as…
 The process, technologies and tools needed
 to turn data into information,
 information into knowledge and
 knowledge into plans that drive profitable business action.
 Business intelligence encompasses data warehousing, business analytics
tools, and content/knowledge management.
 http://www.tdwi.org/
Business Intelligence:
Definition (1/2)
9
 Increased profitability
 Distinguish between profitable and non-profitable customers
 Decreased costs
 Lower operational costs, improve logistics management
 Improved Customer-Relationship-Management
 Analysis of aggregated customer information to provide better customer
service, increase customer loyalty
 Decreased risk
 Apply Business Intelligence methods to credit data can improve credit risk
estimation
Benefits of Business
Intelligence (1/2)
10
Business Intelligence can help improve
businesses in a variety of fields:
• Customer analysis  customer profiling
• Behavior analysis  fraud detection, shopping trends, web activity, social network analysis
• Human capital productivity analysis
• Business productivity analysis  defect analysis, capacity planning and optimization, risk
management
• Sales channel analysis
• Supply chain analysis  supply and vendor management, shipping, distribution analysis
11
Benefits of Business
Intelligence (2/2)
 Marketing
 Online advertising
 Recommendations for cross-selling
 Customer relationship management
 Finance
 Credit scoring and trading
 Fraud detection
 Workforce management
 Retail
 Wal-Mart, Amazon etc.
Some more examples
12
 Many cellphone companies have major problems
with customer retention
 Cellphone market is saturated
 Customer churn is expensive for companies
 Keep your customers by predicting who should get a retention offer
Example 2: Predicting
customer churn
13
 Data science: a set of fundamental principles that guide the
extraction of knowledge from data
 Data mining: extraction of knowledge from data via tools/
technologies that incorporate the principles
 In this class, we do both!
14
Data science vs. data
mining
Data Driven Decision-
making (DDD)
 DDD: practice of making decisions
based on the analysis of data (rather
than intuition)
 Type-1 decision: “discover”
something new in your data
 Wal-Mart/Target example
 Type-2 decision: repeat decisions at
massive scale (automatic decision
making)
 Customer churn example
15
CONCLUSION
• Success in today’s data-oriented business environment
requires being able to think about how these
fundamental concepts apply to particular business
problems—to think data analytically.
• An understanding of these fundamental concepts is
important not only for data scientists themselves, but for
any one working with data scientists, employing data
scientists, investing in data-heavy ventures, or directing
the application of analytics in an organization.
• Understanding the process and the stages helps to
structure our data-analytic thinking, and to make it more
systematic and therefore less prone to errors and
omissions.
 Provost, F.; Fawcett, T.: Data Science for Business; Fundamental Principles of Data Mining
and Data- Analytic Thinking. O‘Reilly, CA 95472, 2013.
 Steve Williams: Business Intelligence Strategy and Big Data Analytics, Morgan Kaufman
Elsevier, 2016
 Michael R. Berthold, Christian Borgelt, Frank Höppner, Frank Klawonn, Guide to
Intelligent Data Analysis, Springer-Verlag London Limited, 2010
 Carlo Vecellis, Business Intelligence, John Wiley & Sons, 2009
 Eibe Frank, Mark A. Hall, and Ian H. Witten : The Weka Workbench, M Morgan Kaufman
Elsevier, 2016.
 Jason Brownlee, Machine Learning Mastery With Weka, E-Book, 2017
 Nikhil Ketkar, Deep Learning with Python, Apress, 2017
 François Chollet, Deep Learning with Python, Manning Publications Co., 2018.
 Sharda, R., Delen, D., Turban, E., (2018). Business intelligence, Analytics, and Data
Science: A Managerial Perspective, 4th Edition, Pearson.
17
Literature

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PPT1-Buss Intel Analytics.pptx

  • 1. Business Intelligence and Analytics: Session 1: Business Intelligence, Data Science and Data Mining
  • 2.  Know how to solve business problems by data-analytic thinking  Have an overview about principles of how to model and how to solve business problems in a non-rigorous manner  Know several tools and ways of how to practically implement solution methods 2 Meta Introduction: Overall goals of this class
  • 3.  Data Warehousing / Data Engineering  How to store and access huge amounts of data?  Data Mining / Data Science  How to derive knowledge and profitable business action out of large databases?  Simulation  How to model and analyse complex relationships in order to derive profitable business action? 3 Main focus areas
  • 4.  Provost, F.; Fawcett, T.: Data Science for Business; Fundamental Principles of Data Mining and Data- Analytic Thinking. O‘Reilly, CA 95472, 2013.  Steve Williams: Business Intelligence Strategy and Big Data Analytics, Morgan Kaufman Elsevier, 2016  Michael R. Berthold, Christian Borgelt, Frank Höppner, Frank Klawonn, Guide to Intelligent Data Analysis, Springer-Verlag London Limited, 2010  Carlo Vecellis, Business Intelligence, John Wiley & Sons, 2009  Eibe Frank, Mark A. Hall, and Ian H. Witten : The Weka Workbench, M Morgan Kaufman Elsevier, 2016.  Jason Brownlee, Machine Learning Mastery With Weka, E-Book, 2017  Nikhil Ketkar, Deep Learning with Python, Apress, 2017  François Chollet, Deep Learning with Python, Manning Publications Co., 2018. 4 Main literature
  • 5. The 15th annual KDnuggets Software Poll https://www.kdnuggets.com/polls/2014/analytics-data-mining-data-science- software-used.html Huge attention from analytics and data mining community and vendors, attracting over 3,000 voters. Software 5
  • 6. The top 10 tools by share of users were – RapidMiner, 44.2% share ( 39.2% in 2013) – R, 38.5% ( 37.4% in 2013) – Excel, 25.8% ( 28.0% in 2013) – SQL, 25.3% ( na in 2013) – Python, 19.5% ( 13.3% in 2013) – Weka, 17.0% ( 14.3% in 2013) – KNIME, 15.0% ( 5.9% in 2013) – Hadoop, 12.7% ( 9.3% in 2013) – SAS base, 10.9% ( 10.7% in 2013) – Microsoft SQL Server, 10.5% (7.0% in 2013) Software
  • 7.  Decision Support Systems in the broadest sense can be defined as  Computer technology solutions that can be used to support complex decision making and problem solving. [Shim et al. 2002]  Broad definition that encompasses many areas  Application systems  Mathematical modeling  Data driven modeling  Subjective modeling Decision Support Systems
  • 8. Technological development  More powerful computers, networks, algorithms  Collect data throughout the enterprise  Operations, manufacturing, supply-chain management, customer behavior, marketing campaigns, …  Exploit data for competitive advantage 8 Ubiquity of data opportunities
  • 9.  There is no unique or mathematical definition of Business Intelligence  The Data Warehousing Institute defines Business Intelligence as…  The process, technologies and tools needed  to turn data into information,  information into knowledge and  knowledge into plans that drive profitable business action.  Business intelligence encompasses data warehousing, business analytics tools, and content/knowledge management.  http://www.tdwi.org/ Business Intelligence: Definition (1/2) 9
  • 10.  Increased profitability  Distinguish between profitable and non-profitable customers  Decreased costs  Lower operational costs, improve logistics management  Improved Customer-Relationship-Management  Analysis of aggregated customer information to provide better customer service, increase customer loyalty  Decreased risk  Apply Business Intelligence methods to credit data can improve credit risk estimation Benefits of Business Intelligence (1/2) 10
  • 11. Business Intelligence can help improve businesses in a variety of fields: • Customer analysis  customer profiling • Behavior analysis  fraud detection, shopping trends, web activity, social network analysis • Human capital productivity analysis • Business productivity analysis  defect analysis, capacity planning and optimization, risk management • Sales channel analysis • Supply chain analysis  supply and vendor management, shipping, distribution analysis 11 Benefits of Business Intelligence (2/2)
  • 12.  Marketing  Online advertising  Recommendations for cross-selling  Customer relationship management  Finance  Credit scoring and trading  Fraud detection  Workforce management  Retail  Wal-Mart, Amazon etc. Some more examples 12
  • 13.  Many cellphone companies have major problems with customer retention  Cellphone market is saturated  Customer churn is expensive for companies  Keep your customers by predicting who should get a retention offer Example 2: Predicting customer churn 13
  • 14.  Data science: a set of fundamental principles that guide the extraction of knowledge from data  Data mining: extraction of knowledge from data via tools/ technologies that incorporate the principles  In this class, we do both! 14 Data science vs. data mining
  • 15. Data Driven Decision- making (DDD)  DDD: practice of making decisions based on the analysis of data (rather than intuition)  Type-1 decision: “discover” something new in your data  Wal-Mart/Target example  Type-2 decision: repeat decisions at massive scale (automatic decision making)  Customer churn example 15
  • 16. CONCLUSION • Success in today’s data-oriented business environment requires being able to think about how these fundamental concepts apply to particular business problems—to think data analytically. • An understanding of these fundamental concepts is important not only for data scientists themselves, but for any one working with data scientists, employing data scientists, investing in data-heavy ventures, or directing the application of analytics in an organization. • Understanding the process and the stages helps to structure our data-analytic thinking, and to make it more systematic and therefore less prone to errors and omissions.
  • 17.  Provost, F.; Fawcett, T.: Data Science for Business; Fundamental Principles of Data Mining and Data- Analytic Thinking. O‘Reilly, CA 95472, 2013.  Steve Williams: Business Intelligence Strategy and Big Data Analytics, Morgan Kaufman Elsevier, 2016  Michael R. Berthold, Christian Borgelt, Frank Höppner, Frank Klawonn, Guide to Intelligent Data Analysis, Springer-Verlag London Limited, 2010  Carlo Vecellis, Business Intelligence, John Wiley & Sons, 2009  Eibe Frank, Mark A. Hall, and Ian H. Witten : The Weka Workbench, M Morgan Kaufman Elsevier, 2016.  Jason Brownlee, Machine Learning Mastery With Weka, E-Book, 2017  Nikhil Ketkar, Deep Learning with Python, Apress, 2017  François Chollet, Deep Learning with Python, Manning Publications Co., 2018.  Sharda, R., Delen, D., Turban, E., (2018). Business intelligence, Analytics, and Data Science: A Managerial Perspective, 4th Edition, Pearson. 17 Literature