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Agenda
Introduction to DW/BI Concepts

Extract, Transform & Load (ETL)

Business Intelligence / Reporting

DW / BI
Concepts
Information Management Strategy
Structure the systems and data
relationships to provide user-
friendly customer access to data in
order to provide decision-making
information.

Adding Value to Data
Information Pyramid
What is a Data Warehouse?
A copy of data from one or more On-line
Transaction Processing (OLTP) systems
specifically structured for Query, Reporting and
Analysis (QRA).

Data is typically at a summarized level to limit the
size and complexity of the data warehouse
Data is usually cleansed and merged to create an
apples to apples comparisons
OLTP
Systems
Data
Warehouse
End-User
Reporting
The Idea Behind Data Warehousing
Extract
&
Transform
Meaningful
&
Easy
Access
Data
Warehouse
POS
FINANCIALS
INVENTORY
Source
Systems
BILLING
?
Information
Data
Metadata Management
Project Management & Quality Assurance
Source
Systems
External Data
Data
Transformation
Data
Extraction

Data
Cleansing

Data
Integration

Data
Improvement
Operational
Data Store
Data
Warehouse
OLAP
Query
Information
Delivery
Data
Mining
Operations & Systems Management
Datamarts
Enterprise
Reporting
Framework Architecture
Business Intelligence
Information Data
Sales
Business
Activity
Marketing
Service Customers
Manage Inventory
Maintain Accounts
Product Performance
Sales Performance
Customer Behavior
Marketing Performance
Inventory Monitoring
Financial Performance
Business
Intelligence
Integrated
Meaningful
Consistent
Validated
Easy to Use
Leveragable
Timely

Issues

Multiple Versions of
the Truth
Different definitions
for similar data
Multiple Reporting
Tools and Reports
Impacts Performance
of Oracle Financials


Corp.
Chemical
O&G
Oracle
Financials
Passport
Domestic
Oracle
Financials
European
Oracle
Financials
Passport
Adage
Maximo
TOLAS
Novistar
Energy
Financials
Aberdeen
Oracle
Financials
PREMAS
Intl.
Systems
Aberdeen
Data
Warehouse
O&G
Data
Warehouse
Production
Operations
Financial
Operations
Data
Warehouses
Existing
Reporting
Systems
P2000
DFW
Merak
Tobin
Others
InPower HR Data
Warehouse
Chemhouse
Corp.
Chemical
O&G
Oracle
Financials Passport?
Domestic
Oracle
Financials
European
Oracle
Financials
Passport
Adage
Maximo
TOLAS
Novistar
Energy
Aberdeen
Oracle
Financials
PREMAS
Intl.
Systems
Aberdeen
Data
Warehouse
O&G
Data
Warehouse
P2000
DFW
Merak
Tobin
Others
Centralized
Data Warehouse(s)
Dashboards
& KPI Mgmt
Budget &
Forecasting
Application
Peoplesoft
Consolidated
Analysis &
Reporting
Solution
(Cognos
Business
Intelligence)
Possibly
Phased Out or Integrated
Possibly
Phased Out or Integrated
Production
Operations
Financial
Operations
Data
Warehouses
Consolidated
Reporting
Systems
Existing
Reporting
Systems
Benefits
Single Version of the
Truth

Business Intelligence
environment leads to
Timely Analysis &
Reporting

Consolidated Tool
Enables Multiple
Economies of Scale
- Massaging & Distribution
- Desktop/Maintenance
- Transaction System Load
Chemhouse
STANDARDIZE,
CONSOLIDATE,
MINIMIZE, & SIMPLIFY
Phased Out
HR Data
Warehouse
Data Warehouse Roles
Manager Planning and management of entire product or project
lifecycle; May assist in ETL & BI Interface design and development
Data Warehouse Architect Applies knowledge of technology
options, platforms, and design techniques across product and project
lifecycle; responsible for design of overall warehouse process
ETL Specialist Analysis and design of extraction, transformation,
and loading strategy; development of ETL scripts and procedures
Business Intelligence Specialist Design and development of
multidimensional-cubes & reports; performance and tuning of chosen
technologies
Web Interface Specialist Design and development of application
interface elements; coordinates interfaces between application
components


ETL
Plan/Forecast/
Analysis
Source
Systems
Data
Extract
Cleansing
and
Integration
Process
Operational
Data Store
Data
Warehouse
OLAP
Query
Datamarts
Information
Analysis
Data
Mining
Data
Visualization
Global / Dept/
Business Unit
Summary and
Analysis
Metadata Management
Executive
Information
Systems
External
Data
Data
Transformation
Data Extraction and Transformation
Applying business rules to turn data into useable
information
Clean up and standardization of consumers, vendors,
products, etc.
Integration of disparate internal and external data
Can be 70% - 80% of effort
Issues
- Can be difficult and time consuming to define
business rules
- Extraction tools automate only the more simple tasks
Project Management & Quality Assurance
Operations & Systems Management
Data Extraction and Transformation
ETL Challenges
Warehouse Complexity
Destructive vs. Incremental Loads
Integration (mergers/acquisitions)
Data integration (consolidation of information)
Process integration (consolidation of processes)
Smaller windows of opportunity
Make decision in a shorter period of time due to
competitive, global market
Global marketplace (DW timing updates)
High-profile e-Business initiatives
Satisfying requirements

Data
Volume
Source
Inclusion
Extract
Timing
Warehouse
Complexity
+ + =
ETL - The Heavy Lifting
Challenge to develop efficient, consistent
methods of gathering and cleansing
heterogeneous data
Capture and load of data from multiple source
systems (both internal and external)
Integrates data into a single source
Cross-system mapping to standard identifiers
(surrogate keys)
Aggregation for information delivery and BI
initiatives
ETL Tools - Only Half the Story
Half the story: ETL Tools Extract,
Transform, and Load data
Transport data between sources and
targets
Document data element changes
(metadata)
Administer run-time processes and
operations
Scheduling
Error management
Audit logs
Statistics


ETL Tools Core Components
Databases/Files/
Legacy Apps

Metadata
Repository
Load
Extract
Transform
Target Adapters
Source Adapters
Databases/Files

Runtime
Metadata
Services

Design
Manager

Metadata
Import/Export
ETL - The Options
Software Products
Homegrown Solutions
SQL*LOADER, PL/SQL, GATEWAYS & LINKS
Developer-bound
Little cohesion between components
Niche Players
(Oracle Warehouse Builder / DataJunction)
Enhanced Scheduling & Logging
Not Multi-Warehouse Oriented
Informatica Powermart
Great UI
Powerful Scheduling & Logging
High Price
Proprietary Transform Language


Oracle
RDBMS
RDBMS
Flat File
Mainfram
e DBMS
ERP New
Sources
O/S
Scripts
3GL
Code
SQL
Scripts
PERL
Scripts
Interface
Apps
Loader
Utility
COBOL
Code
Data
Repository
ETL - The Reality
Informatica Powermart
Repository Manger
Designer


Workflow Manager
Workflow Monitor
Business
Intelligence /
Reporting
What is Business Intelligence?

Business Intelligence is the
transformation of data into information you
can use to drive your business.

There are a number of vendors that have
developed Business Intelligence software.
Kerr-McGee uses Cognos.
Source
Systems
Data
Extract
Cleansing
and
Integration
Process
Data
Warehouse
Metadata Management
Project Management & Quality Assurance
External
Data
Data
Transformation
Operational
Data Store
Business Intelligence Tools
Business Intelligence Tools
Combination of applications and tools
Provide analysis, presentation and
reporting facilities for users
Tailored to meet diverse needs of
executives, mgrs, analysts
Data may reside in ODS, data
warehouse or data mart
Issues
How do you choose the right tool or
tools?
Datamarts
OLAP
Query
Plan/Forecast/
Analysis
Information
Analysis
Data
Mining
Data
Visualization
Global / Dept/
Business Unit
Summary and
Analysis
Executive
Information
Systems
Project Management & Quality Assurance
Operations & Systems Management
Highly
Summarized
Moderately
Summarized
Integrated Operational Data
Business Users
Management
Business Analysts
Market Researchers

Executive
Categorize Information Needs
Financial analysts,
product managers,
etc..
Senior Management
Salespersons,
line managers,
administrative
staff, etc..
Information Delivery Mechanisms
Operational Trends
Web or
C/S
Wireless
Mobile
Operational Trends
Web or
C/S
(inmillions)
1998 1999 2000 2001 2002
Net Revenues $x,xxx $x,xxx $x,xxx $x,xxx $x,xxx
Net income xxx xxx xxx xxx x,xxx
Earnings per share x.xx x.xx x.xx x.xx x.xx
Return on net revenues xx% xx% xx% xx% xx%
Cash & s/t investments $xxx $xxx $xxx $xxx $xxx
Total Assets $xxx $xxx $xxx $xxx $xxx
Shareholder Equity xxx xxx xxx xxx x,xxx
Operational Trends
Web or
C/S
Predefined
Summaries
Specialized
Algorithms
Directed
Analysis
Ad-hoc
Queries
Standardized
Operational
Reporting
Data
Visualization

Delivery Mechanism
Considerations

Integrated with Operations?
Detailed Reporting only?
Real-time or based on a Periodic
Business Cycle (Financials)
Tethered or disconnected?

C/S
Web
Wireless
B.I. Infrastructure
All things Cognos
- Cognos is a vendor. The suite of applications weve bought and use
from Cognos are:
- Access Manager (Security)
- Upfront (Portal http:/intranet/kmbi)
- PowerPlay (reports/cubes)
- Impromptu (Web based PDF reports)
- NoticeCast (conditional report notifications)
- *Visualizer (graphic depictions of data warehouse/cube
information)

Terminology
Cube - A multidimensional way to analyze information, designed to provide
quick answers to the who, what, why, when, and where business questions.
Drill Down - Going from a summarized view to a more detailed view of
information within the same cube
Drill Across - Linking data from One Subject Area to Another (General Ledger
to Accounts Payable)
Drill Through - Linking to source data using selected filters
Powerplay Web - On-Line Analysis Tool for cubes (slice/dice, drill
down, drill across & drill through)
Newsbox -A web based folder used to store views of data (reports).
Every KMBI user has their own personal newsbox.
Cognos - Upfront
- Upfront - Portal Management
Cognos - PowerPlay
- PowerPlay web reports/slicing and dicing/data analysis, based on cubes.
More Information on Cognos website: http://www.cognos.com/products/businessintelligence/analysis/
Cognos - Impromptu
- Impromptu printable reports (in PDF) that may/or may not be
produced with prompts for filtered information.
Cognos - Visualizer
- Visualizer interactive graphic depictions of data warehouse/cube
information
Developing Visualizations
Initial Project meeting should include:
Client - gives input on look and feel, data requirements, timelines
Project Manager ensures project is feasible within budget and
time restraints at the onset and through out the project.
Data Warehouse Architect ensures all the needed data is in
the data warehouse.
Business Intelligence Specialist (cube builder) ensures all
the needed data is in the cube, in the correct format
Web Interface Specialist (visualization builder) works with
cube builder and client to established look and feel, navigation,
chart styles, etc..