chapter 7: business intelligence and decision support copyright © 2013 pearson education, inc....
TRANSCRIPT
Chapter 7:Business Intelligence and
Decision Support
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 1
Learning objectives
1. Decision making
2. Business intelligence
3. Data mining
4. Web analytics
5. Dashboards and portals
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 2
Police department
• Data mining to deploy officers
• 47% decline in complaints
• 246% increase in recovered weapons
• $15,000 HR savings during shift
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 3
Business intelligence
• Information for data-driven decision making
• Includes software applications, technologies,
and practices
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 4
Levels of decision making
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 5
Internal External
• Transactional
databases• Data warehouses
• Cloud• External databases• Websites, social
networks, and text
messages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 6
Sources of BI
• Online analytical
processing
• Statistics and
modeling
techniques
• Text mining
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 7
Analyzing patterns
• What-if analysis• Goal seeking and optimization• Forecasting
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 8
Simulating and forecasting
Examples Challenge
• Amazon.com• ALADDIN• Jeopardy!
• Scammers• CAPTCHA
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 9
Artificial intelligence
Artificial intelligenceapplications
• Robotics
• Expert systems
• Neural nets
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 10
Web analytics
• Website
• Social media
• E-commerce
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 11
• Analyzing software
• Reaching goals
• Ad effectiveness
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 12
Analyzing traffic
• Graphical user interface• Key performance indicators
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 13
Dashboards
• Variety of information on one screen• Enterprise portal
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 14
Portals
• Aggregate data from multiple sources• Customizable web pages
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 15
Mashups
Human element
• Although humans choose intelligence, tools,
and interpretation, they have weaknesses
• Must consider human motives in design and
implementation of information systems
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 16
Summary
1. Decision making
2. Business intelligence
3. Data mining
4. Web analytics
5. Dashboards and portals
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 17
Insurance Fraud case
• $68 billion lost in fraud each year
• Fraud detection systems rely on rules and
patterns detected by analytic engines
• Analysts work closely with investigators to
apply human judgment as they create new
rules and follow data leads
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 18
• Command Center—four-panel touchscreen• Real-time aggregated data• Fan dashboard
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 19
New York Jets case
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Chapter 7 - 20