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Understanding OLAP: Enhancing Data Insight for Automobile Marketing

Online Analytical Processing (OLAP) is crucial for executives and analysts seeking to derive insights from data. By enabling quick and interactive access to various data perspectives, OLAP tools facilitate effective decision-making across different dimensions. Types of OLAP include ROLAP (relational), MOLAP (multidimensional), and DOLAP (desktop). For example, an automobile marketer can analyze sales over time by model, dealership, or color, uncovering trends and patterns essential for business improvements. Key features include "slicing and dicing," rotating data cubes, and the ability to drill down and roll up data for detailed analysis.

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Understanding OLAP: Enhancing Data Insight for Automobile Marketing

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  1. Online analytical processing (OLAP) is a category of software technology that enables analysts, managers, and executives to gain insight into data through fast, consistent, interactive access to a wide variety of possible views of information that has been transformed from raw data to reflect the real dimensionality of the enterprise as understood by the user.

  2. Kinds of OLAP • ROLAP- relational OLAP using relational databases; a star schema is used • MOLAP- multidimensional OLAP using multidimensional databases • DOLAP- desktop OLAP • Other variations

  3. An automobile marketer wants to improve business activity. Therefore he wants to view sales figures from different perspectives. The Story • Sales by model • Sales by dealership • Sales by color • Sales over time • etc. The Data Needs What is the trend in sales volumes over a period of time for a specific model and color across a specific group of dealerships ? A Question Example: Olap Usage of an Automobile Marketer

  4. Example: The Multidimensional View of the Data Sales Volumes Van MOD E L Coupe Smith Sedan Clyde Miller Blue Red White DEALERSHIP COLOR

  5. Coupe Clyde Blue White “Sliced and Diced“ Data OLAP Features: “Slicing and Dicing“ the Data Choosing a range out of each dimension: • Color: Blue and White • Model: Coupe only • Dealership: Clyde only Sales Volumes Van MOD E L Coupe Smith Sedan Clyde Miller Blue Red White DEALERSHIP COLOR

  6. View of the Product Manager View of the Account Manager Sales Volumes Rotate the data cube by 90° Van MOD E L Coupe Sedan Miller Smith Clyde DEALERSHIP OLAP Features: Rotating the Data Different users will require different views of the multidimensional cube – OLAP allows easy rotation of data Sales Volumes Van MOD E L Coupe Sedan Blue Red White COLOR

  7. OLAP Features: Drill-Down and Roll-Up Data can be disaggregated and aggregated along a dimension according to their natural hierarchy Sales Volumes by Organization Dimension- three level hierarchy - Roll-Up Georgia State Region Atlanta Athens Dealership Miller Smith Clyde Lucas Gleason Drill-Down

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