BUSINESS

INTELLIGENCE
SPECIAL SOFTWARE
SYSTEMS
June 11th, 2015

DATA WAREHOUSE
A data warehouse is a subject-oriented, integrated, timevariant and non-volatile collection of data in support of
management's decision making process.
Subject-Oriented: A data warehouse can be used to analyze a
particular subject area. For example, "sales" can be a
particular subject.
Integrated: A data warehouse integrates data from multiple
data sources. For example, source A and source B may have
different ways of identifying a product, but in a data
warehouse, there will be only a single way of identifying a
product.

DATA WAREHOUSE
Time-Variant: Historical data is kept in a data warehouse. For
example, one can retrieve data from 3 months, 6 months, 12
months, or even older data from a data warehouse. This
contrasts with a transactions system, where often only the
most recent data is kept. For example, a transaction system
may hold the most recent address of a customer, where a
data warehouse can hold all addresses associated with a
customer.
Non-volatile: Once data is in the data warehouse, it will not
change. So, historical data in a data warehouse should never
be altered.

DATA WAREHOUSE
Ralph Kimball provided a more concise definition of a data
warehouse:
A data warehouse is a copy of transaction data specifically
structured for query and analysis.
This is a functional view of a data warehouse. Kimball did not
address how the data warehouse is built like Inmon did;
rather he focused on the functionality of a data warehouse.

Making business decisions based

on facts, not intuition
No matter what else appears on a data
warehousing projects mission statement,
and no matter what the projects sponsors
say to convey the projects merits to the
people who control funding, the primary
purpose of a data warehouse is to help
people make better bus iness decisions. D ata
warehousing isnt about simply accessing
data and then doing nothing with it; its about
really using data.

What Should You Expect

from Your Data Warehouse?
M aking business decisions based on
facts, not intuition
R ealizing the value of data at your
fingertips
Looking at cross-organization
communications and your data
warehouse
C hanging your business because of
insights from data warehouse information
Realizing the value of
data at your fingertips
Everyone has heard the phrase information (or knowledge)
is power,and the more skillfully people use information in
the course of their jobs, the greater their chances for
success.
The process of gathering data frommany differentsources
(if you can even getthe data atall) has traditionally been
tedious. Some novels and movies would have you believe
thatafter you press justa fewkeys, you can automatically
access vastamounts of data fromanywhere in the world,
regardless of the platformyoure using, the structure of the
data (howits organized), or howthe data is encoded or
keyed.

Changing your business because of insights

from data warehouse information
Looking at cross-organization
communications and your data warehouse
A benefit of data warehousing thats much less
tangible than having information for better
business decisions is that data warehousing
often facilitates better communications across
a company than what existed before the
warehouse project began

Data warehousing involves facilitating change

in business processes. In addition to being able
to make better, information-driven operational
and tactical decisions, you gain insight into key
areas that can help you make strategic
decisions about the fundamental aspects of
your business. Your data warehouse can act
as an early-warning system to let you know
that you might need to make some major
business changes.
Worth it?

Data Refinery process

Is one olive worth one

flight attendant?
http://community.pentaho.com/faq/data
_mining.php

Laptop vs
Desktop

Unless you're saving at least $1 million a year,

you haven't realized the potential of enterprise business intelligence
http://www.informationbuilders.com/products/

What Might a Recession Do for

http://esj.com/business_intelligence/article.aspx?EditorialsID=8801
BI?

COMPLIANCE:
Basilea 2 Antiriciclaggio - HIPAA

OPERATIONAL
BUSINESS INTELLIGENCE
HIT LIST
and in operational CRM?
SALES, MARKETING, SUPPORT

Customer Attrition
Customer segmentation and propensity
to buy (es.Targetcross sale)
Total Customer View
createsomemodelstomanagetelemarketingand
campaigns distributeresults(touchpoints)
developbudget

CUSTOMER INTELLIGENCE
The top 10 CRM
analytics
buzzwords

1. CRM analytics
2. Customer relationship analysis

Customer Intelligence is a key component

3. OLAP for CRM

of effective Customer CRM, and when

4. Web analytics
5. Web mining

effectively implemented it is a rich source of

6. Clickstream analytics

insight into the behaviour and experience of

7. Predictive analytics

a company's customer base.

8. Speech analytics
9. Text analytics
10. Real-time analytics

Overview
Customer Intelligence begins with reference data - basic key
facts about the customer, such as their geographic location.
This data is then supplemented with transactional data reports of customer activity. This can be commercial
information (for example purchase history from sales and
order processing), interactions from service contacts over the
phone and via e-mail.
A further subjective dimension can be added, in the form of
customer satisfaction surveys or agent data.

Overview
Deepening customer insight.
Manage data, profile and segment customers, and
predict customer behavior.

Choreographing customer interactions.

Develop and optimize strategies, and manage customer
engagement at the enterprise level.

Continuous improvement.
Measure and report KPIs that matter, optimize
investment of sales and marketing resources, and
continuously learn from every customer interaction.

Competitor insight and mystery shopping to get a better view

of how their service benchmarks in the market

Deepening

Deepening

Integrate quality customer data.

Accessing virtually any database to create
a customer-centric data repository, moving
data between operational and marketing
systems, and cleansing the data to ensure
decisions are made using the right data.

Predict customer behavior.

Exploit predictive analytics to truly understand
customers - not just past behaviors, but likely
future preferences and purchase patterns. This
knowledge enables you to anticipate customer
needs, improve customer retention and identify
opportunities to cross-sell and up-sell.

TOOLS

Deepening
Profile and segment customers.

Data integration pulls data from nearly any source and applies proper data quality techniques to
ensure customer information is in the best possible state.

Develop effective customer profiles and

segments based on a customers historical
behavior, profitability and future potential.

Customer analytics transform customer and market data into insights that can guide decision making.
Armed with this information, you can create highly tailored marketing campaigns and identify high-value
individuals, instead of inundating customers with irrelevant offers.

Historically, segmentation has been used to

support product-push marketing models;
today many companies are using it to more
closely understand customers and drive
customer-centric strategies, even in a
product-centered organizational structure.
Interaction
Manage and optimize segment strategies.
What unique treatments should each
customer receive? Whats the best bundling
of price and promotion? What is the best
strategy for up-selling, cross-selling and
retention efforts?
Armed with richer customer insight and
targeted customer segments, marketers are
becoming more selective about where they
invest resources - including which customers
they will even accept.

Customer profitability solutions calculate profitability at multiple levels, including: customer,

household, product, channel, sales representative and geographic profit centers (e.g., stores, branches).
Online analytics deliver customer intelligence from the digital data created by customer visits to online
channels.
Social marketing analysis identifies patterns and gleans customer intelligence from enormous
volumes of text, such as e-mails.
Credit risk analysis and assessment capabilities help more accurately develop and track credit risk
scores.
Forecasting allows you to identify previously unseen trends in customer data helping you to make
marketing decisions accordingly.

Interactions

Engage effectively with customers.

Naturally, marketing success stems from
targeting the right customers with the right
offers at the right time - even in real time while prudently avoiding spending on
unprofitable prospects.

Interactions
With deep customer insight and the
appropriate enabling capabilities, marketers
can effectively manage the customer
dialogue across multiple products and
channels, balancing the realities of budgets,
sales capacity and other constraints

TOOLS
Advanced campaign management enables marketers to
plan the most effective campaign offers and strategies,
target campaign activities to tightly defined market
segments, act on those plans and learn from the results.
Campaign management automates campaign processes,
such as pulling lists, managing communications with
customers across multiple channels, tracking responses,
and consolidating and reporting results.
Modern campaign management systems enable
marketers manage customer relationships at an
individual level and to measure the relative effectiveness
of various offers and creative treatments.

Continuous Improvement

Continuous Improvement

Measure and report on all aspects of the marketing

Optimize investment across direct and indirect

organization

marketing.

Align activities to strategies and goals, and improve the

Analyze and optimize marketing mix elements, such as

performance and accountability of marketing, sales and

advertising, promotion and pricing; media plans by medium

service.

and market; and customer segmentation and treatment

Deliver the information that marketing team members

need, in a form they can use to support decisions and
understand their contributions to overall success.

strategies.

Continuous Improvement

TOOLS

Continuously learn and improve through a closed-loop

Advanced campaign management enables marketers to learn from campaign

experience by measuring campaign results and automatically feeding that intelligence
back into the system to tune future campaigns.

system

A comprehensive business intelligence framework provides a unified

environment for managing data, converts it into intelligence that can be acted upon
and disseminates it to decision makers.

Marketing mix optimization analyzes marketing mix elements and calculates ROI
by any number of factors, such as advertising medium or geographic area.

Insights from this solution can maximize ROI on market investments, reduce wasted
investments and integrate new learning for continuous improvement.

Marketing performance management provides marketing-specific key performance

indicators (KPIs), generates dashboards and scorecards that provide an at-a-glance

Leading to a knowledge-based relationship with your

customers that will differentiate you from your competitors.

view of performance on those key metrics, and supports greater accountability and
continuous improvement.