Online … • Contact management • Follow the trail back to them • Personal follow up 20-37% sales increase • Online Marketing • Email Campaigns (Chapter 11) • Real-time chat – customer service • Skype • Intelligent Agents (web bots) – Amazon • E-Management – high volume, auto-response, keyword screening
Technology Concerns • Integration with legacy systems • Needs to be integrated with ERP • Call centres need access to data warehouse • Security issues - overseas • Computer Telephony Integration
Implementation Stages • Planning • Cross functional team + consultants • Process Redesign • Accuracy vs. speed • Data Integration • Education • Technology and CRM training • Analysis, Reporting • Analyzing (causal modelling) • Predicting • Change implementation • Using the information from above to change touch-points
BUS 361 – Chapter 10 Business Intelligence The oxymoron
Objectives • CnC how BI and ERP systems handle data • Describe the benefits of BI systems • Name & describe the major functions of BI systems • Explain the types of technologies and solutions used in BI systems • Discuss the implementation of BI systems & the stages • Discuss how the businesses can use data warehouses & marts within the infrastructure • Describe CSF’s and emerging trends in the field of BI
Introduction • Computer analysis • Data -> Information-> enhanced dec. making • ERP primarily a TPS • BI uses internal & external data • Just uses old methods (mining, DSS … )but integrated • SAS, SAP, IBM, Oracle & MicroStrategy • Closely related to CRM
SAS Business Intelligence “gives you the information you need, when you need it, in the right format. By integrating data from across your enterprise and delivering self-service reporting and analysis, IT spends less time responding to requests and business users spend less time looking for information. SAS Business Intelligence also offers an integrated, robust and flexible presentation layer for the full breadth of SAS Analytics capabilities, including statistics, predictive analytics, data and text mining, forecasting, and optimization – all integrated within the business context for better, faster decision making. “
Why BI? • Improved knowledge -> improved decision making • Improved D.M. -> higher profits • BI systems start with ERP and add industry data, news and journal reports • Trend analysis • Data cleansing is easier
Benefits • Continuous not periodic mgmt. • Utilized by all functional areas • Mktg to track sales, life cycle • HR to identify key employees • Improved Collaboration/Communication • Improved understanding of Customers
B.I. Functions BI “is dedicated to the analytical aspects of the organization” • Database Integration & Organization • Information Dissemination • Collaboration • Performance Analysis • Data Analysis
More .. • Warehouse may be broken into Data Marts • Small dedicated databases • Metadata • “structured definitions of data” • More than a data dictionary • Where the data originated & how it was formed • Data Integration • Extraction, transformation & loading • Gathering data from a system for storage in warehouse • Frequency depends on how often reports are generated
Data Analysis • Data cubes • Misnomer since not always 3*3 • Common format for warehouses • The more complex the analysis the more valuable the information (usually) • Standard reports • Ad hoc Queries • OLAP Analysis (online analytic processing) • Data Mining
Performance Analysis & Information Dissemination Performance: • KPI’s • Balanced Scorecard Info: • To various devices • Dissemination to supply chain partners
Technologies .. • Core Technologies • Network, DBMS • DW • Enabling Technologies • OLAP, SQL • XML, Data Mining • BI Solutions • BI • CRM • SCM • Reporting
Implementation • Planning Phase • Establish goals & align with corporate goals • Specific success factors • Ease of use, scalability, flexibility, performance, data quality & security • Architectural Design • Database design • System architecture
Implementation • Execution • PERT • Change management • Training • Control … ROI? • Maintenance & Chang Management • Adapting to change Also Real-time BI & BI & the cloud
