Business Intelligence & Data Science

Vijay Kotu
 BUSINESS INTELLIGENCE

- Making data accessible

- Wider distribution
- Dimensional slicing Result
- Mostly as-is reporting
- Focuses on history data
- OLAP + Database + Computing DATA SCIENCE

- Finding useful patterns in data

- Limited distribution
- Algorithms
- Insights and Predictions
- Future
- Statistics + Machine Learning + Computing

Analytics >
 DIFFERENCES

Data
Business Science
Intelligence

- Use cases: History reporting vs. prediction and insights

- Technology: Limited overlap in the tools, platform and technology
- Development framework: Iterative vs. traditional
- People: Skills of data Science and business intelligence are exclusive
- Organization: They live in different organizations within an enterprise
Senario >
 Send 15% off promotion to these 100
leads

These 56 Leads have high propensity for

conversion

ROI for the future Lead conversion

campaign is predicted to be 175%

ROI for the Launch campaign

was 154%
Transitions

Business ABC is bound

Yesterdays revenue Tomorrows $
to decline next week

Number of customers lost last Who will most likely Call Acme for free 1
month churn in next 10 days year support

Production downtime What part of process will Schedule replacement

report fail for these 5 motors

How can we affect the

What happened? What will happen?
future outcome?
Enabler >
Value

Business Data
Intelligence Science

- Smarter Analytics: History + Predictions + Prescriptive

- Distribution: Data Science embedded in BI will have wider real time distribution
- Security: Secure delivery of insights
- Modern Architecture: Beyond big data. Big insights
#1 Use cases
CLASSIC BI ARCHITECTURE

Star Schema
Extraction Transformation

Security Layer
&Loading

Dashboards,
Staging OLAP reports, alerts,
ad hoc...

Customer / User Marketing

Product purchase Competitive positioning
Employee Product development
Financials Social media
Operations Product usage
Customer Support Linking of datasets
 CUSTOMER DASHBOARD

High Churn Risk! Send 10% offer

Customer
Risk Score

Purchase data

Suport
Classification
Prod usage
Model

Decision
...
Tree
Billing

Dashboard sample from Qlik demo file

PRODUCT DASHBOARD

Product
Association Affinity
Purchase data
Model /
Recommendation
engine

Dashboard sample from Qlik demo file

 HELPDESK DASHBOARD

Sentiment
Analysis
Feedback

Consider an retail business that sells a range of products. One of the objectives in Customer Support
managing the business is to increase the average order value of the customer
visit. Businesses attempt to increase average order value by recommending and Prod forums Text Mining
cross-selling relevant products to the customer, many times based on what they +
have purchased or are currently purchasing in the current transaction (a common
fast-food equivalent: Do you want fries with the burger?). Classification
Social media

Dashboard sample from Qlik demo file

 FORECASTING

Predicted Future
performance performance
outcome

Actual
Performance
Past performance

Projects
Seasonality Time Series
+
Regression
Assumptions

2017 Today 2018

Operational Dashboard

3 customers will churn in 10

Campaign ROI is days. << Call them with 1
projected at 250%. year support >>
<< Increase the Customer A
budget here >> Customer B
Customer C

Lead conversion
campaign ROI is Future revenue prediction is
projected at target adjusted because of decreased
100% customer support cases
Affinity Products opportunity lift
+10%. << Create the bundle here
>> Sales Forecast changed. <<
Change pricing assumption
here >>

Customer feedback
tone is positive.
<< Respond to the
feedback >>
#2 Integration Architecture
 CLASSIC ARCHITECTURE

Data Science Tool

Training Set Model
Scored data
Modeling

Unseen inputs

BI

Dashboards
Data Sources Data Warehouse OLAP
 ANALYTICAL ARCHITECTURE #1 Data Science Tool Modeling and Scoring - offline

Data Science Tool

Training Set Model

Scored data

Modeling

Unseen inputs

Dashboards
Data Sources Data Warehouse OLAP
 ANALYTICAL ARCHITECTURE #2 Model by DS: Database or BI Scoring

Data Science Tool

Training Set Model

Model porting: Custom coding / PMML

Modeling / Native DB or BI scoring

Dashboards
Data Sources Data Warehouse OLAP
ANALYTICAL ARCHITECTURE #3 DS Modeling and Scoring - Online

Data Science Tool

Training Set Model

Modeling

Scored data
Unseen inputs

Dashboards
Data Sources Data Warehouse OLAP
ANALYTICAL ARCHITECTURE #4 DS Modeling and Scoring - Online: Bi-directional

Data Science Tool

Training Set Model

Modeling

Scored data
Unseen inputs

Dashboards
Data Sources Data Warehouse OLAP
#4 Roles
100x amplification
Complementary Skillset
For Business Intelligence For Data Science

- Data Stores - Data preparation

- Data Integration (ETL) - Algorithms
- Data Engineering - Classification
- Regression
- OLAP Reporting - Association
- Visualization - Recommendation
- Clustering
- Business expertise
- Data Security - Modeling, optimization, performance,
deployment

Predictive Analytics and Data Mining:

Concepts and Practice with RapidMiner
(Morgan Kaufmann)
#4 Prototyping
PRODUCT DASHBOARD

Product
Association Affinity
Purchase data
Model /
Recommendation
engine

Dashboard sample from Qlik demo file

User 1

User 2

User 3

User 4

User 5 (me)
?
 For Business Intelligence For Data Science

Data Science offers: Business Intelligence offers:

- History + Predictive + Prescriptive data - Distribution; secured delivery

- Advanced insights vs. as-is reporting - Familiar path for users
- Prescriptive Analytics: Call to action - Training set and model deployment
 Business Data
Intelligence Science

Vijay Kotu
amazon.com/author/vijay
@VijayKotu