IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Maurizio LuinettiMaurizio [email protected] [email protected]
Marzo 2000 Marzo 2000
Leveraging Information:Leveraging Information:
l'offerta l'offerta Business Intelligence Business Intelligence
di IBMdi IBM
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
To gain competitive advantage customers need to:
CaptureCapture data from the transactions and processes of their business
Search & RetrieveSearch & Retrieve structured and unstructured data from all enterprise processes to transform it into meaningful information
AnalyzeAnalyze that information to gain deeper understanding of the market, customer needs and internal processes and to turn that understanding into strategic advantage
Provide easy and integrated access,Provide easy and integrated access, as well as workflow, to that strategic information across the enterprise to share with partners, suppliers and customers
What is Leveraging Information?What is Leveraging Information?LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Solutions that leverage and manage all forms of information for competitive advantage :
TRANSACTION PROCESSING (OLTP)
BUSINESS INTELLIGENCE
CONTENT MANAGEMENT
Leveraging InformationLeveraging Information LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Evolution of Business Information SystemsEvolution of Business Information SystemsFirst Generation: Query & Reporting
Host-based system used only by "information providers"Too difficult to use by "information consumers"
Second Generation: Data WarehousingInformation is clean and consistent and understandable by business usersNew user interfaces and more powerful tools
Third Generation: Business IntelligenceFocus on access and delivery of business informationInformation catalog for managing informationSupport for access to all business information, not only data warehousePrepackaged application solutions
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Display, Analyze, Discover
Manageand
Automate
Transform& Cleanse
Metadata
Operationaland
ExternalDataLoad
DATA
DATA
DATA
Store
Extract
IBM Software for Business IntelligenceIBM Software for Business Intelligence
Client/ServerIntranetExtranet
DB2 Universal DataBase
ETI*Extract,DataPropagator,
DataJoiner
Vality Integrity
Visual Warehouse,
Integration Server
DB2 Olap Server
Business Objects,Brio, Cognos,
Wired for OLAP,Intelligent Miner
EnterpriseDataWarehouse
Relational & Multidimensional
DataMarts
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
CPUCPUCPUCPU
CPUCPUCPUCPU
GUI-Generated"Ugly" SQL
ProductMonth StoreProduct
Store
Month
Advanced Cost-Based Optimizer (Starburst)Query Re-writeDynamic Bit-map Index ANDingAutomatic Summary TablesReplicated TablesImproved indexing
Star JoinStar Join ROLLUPROLLUP CUBECUBE Parallel QueryParallel Query
OptimizedSQL
DB2 Business Intelligence FeaturesDB2 Business Intelligence Features
From LaptopsTo RISC/6000 SPs
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Conversion
Editor
Source CodePrograms
ControlPrograms
ExecutionScripts
ConversionReports
Data SystemLibraries (DSLs)
Master Toolset
Metadata
ETI�EXTRACT
ETI�EXTRACT OverviewETI�EXTRACT Overview
DB
2
IMS
OR
AC
LE
IDM
S
AD
AB
AS
Syb
ase
Tu
rbo
IMA
GE
Terad
ata
Pro
prietary
interactive tools for mapping data elements, specifying transformations, generating programs
editors to extend product capabilites
framework of rules,models, templates for access and manipulation odata
ETI•EXTRACT automates the writing of programs that retrieve the data needed from any system, transform it, and load it into any other system while capturing the history of that process.
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Source(s)
Programs generate on ETI�EXTRACT workstationExecutive transfers programs to source and target platformsPrograms run on source and target systemsData moves directly between source and target systemsCaptures metadata automatically
ETI�EXTRACT Workstation Target(s)
SAP
DB2Oracle
InformixDB2
SAP
Teradata
ADABAS
ETI�EXTRACT Overview ETI�EXTRACT Overview
...
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Vality IntegrityVality IntegrityProvides Data Re-engineering solutions to organisations requiring high data quality levels
Solve Typical Data Quality problemsLack of legacy standards
Mark Di Lorenzo vs Dilorenzo, Mark
Data surprises in individual fieldsTitle in Name field, Fax in Telephone field
Legacy myopiaSame customer with different spelling
Legacy information buried in free form fieldsCustomer information in 3rd line of address
Use lexical analysis, pattern processing and statistical matching.
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Data Warehouse
Data Mining
MigrationsHUON / SAP
Customer RelationshipManagement Others
ExternalFiles
LegacyApplications
HistoricalExtracts
1. Data Investigation & Metadata Mining
2. Data Conditioning & Standardization
3. Data Integration
4. Data Survivorship & Formatting
Vality Integrity: Data Re-engineeringVality Integrity: Data Re-engineeringLevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
DATA SOURCES :DB2 familyOracleSybaseSQL ServerInformixFiles
DB2 OLAP Server
IMSVSAM
Metadata
Data Warehouse
DB2 OLAP Server
VW Agents
VW Manager
AdministrativeClients
(definition management operations)
OracleSybaseInformixSQL Server
IMS/VSAMAdapters
Data Warehouse
DB2
Visual Warehouse Extract-Transform-
Distribute
DataJoiner
Data Access ToolsCognosBusinessObjectsApproach1-2-3Web browsers...many more...
DataJoiner
ETI Extract
Vality Integrity
Visual Warehouse Visual Warehouse LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Warehouse Management Warehouse Management Define workflow
Scheduled, cascading, program-triggered execution
Manage data movement and transformation processesVisual Warehouse agents (insert or ftp/load), Essbase load processes, ETI generated programs, Vality programs, DataPropagator subscriptions, user-defined programs
Synchronize metadata
Monitor execution statusCompleted, in-progress, scheduled business views
Gather and report warehouse statisticsAutomatic statistics collection standard databaseSummarize data
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
ETI*EXTRACT Vality INTEGRITY
Source System
2. Generate programs, transfer & prepare
1. Define data conversion
3. Register data conversion with Visual Warehouse
9. Link business views 10. Define schedule11. Monitor execution status12. Report on statistics
4. Data investigation5. Define standardization processes6. Define matching processes
7. Generate runtime modules, transfer to target system
8. Export process definitions to Visual Warehouse
Visual Warehouse
Integration with Visual WarehouseIntegration with Visual WarehouseTarget System
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Easy Access/Join Heterogeneous DataTransparent SQL Read/Write Access to Enterprise DataFull Relational Database EngineGlobal OptimizationNet.Data Enabled DRDA Application Server SupportTwo-Phase Commit SupportRecursive SQL Stored ProceduresTriggersUser Defined Functions and TypesBlobs, Clobs, etc.Additional Data SourcesHetrogenous Replication
DB2 Family
Clients
DataJoiner
CLI XAODBC SQLDRDA DB2XOPEN
StandardsClassic Connect
Cross AccessEDA/SQL
IMS/MVSVSAM/MVS
OracleInformix
Sybase
SQLServer
SupportedData Sources
AIXWinNT
Non-IBMServers
Third-partyGateway
NativeInterface
NativeInterface
Native Interface
ODBC
SupportedData Sources
GenericAccessInterface
DataJoinerDataJoiner
WINDOWS/95/NTAIXDOSOS/2HP-UXSUNMacWWWDRDA Requestersothers
TCP/IPAPPC/APPNIPX/SPX
LAN
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
IBM Data Replication - OverviewIBM Data Replication - Overview
PIT
SOURCE TARGET
STAGINGHISTORY
STAGING
CAPTURE
BASE
Log
ADMINISTRATION
DB2 UDB Control Center
COPY
APPLY
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
IBM Data Replication strenghtsIBM Data Replication strenghtsHomogeneous solution for host and distributed environments
investment protection
DB2 Log based: no impact on performance of operational applications
replicated data can be manipulatedjoinexpressionsaggregations
Condensed or not condensed replication
Pull or Push configuration
Bidirectional replication with conflict detection
Time driven or event driven replication
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Select Transform Mine Assimilate
Transformed Data
Extracted Information
Assimilated Information
Selected Data
Data Warehouse
. . . . the process of extracting previously unknown,
comprehensible, and actionable information from large
databases and using it to make crucial business decisions.
Data Mining is ...Data Mining is ...LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Data Mining TechniquesData Mining TechniquesClustering
Demographic and Neuralgroup a set of individuals based on demographics
Predictive ModellingClassification - Tree Induction and Neural Induction
Based on current customers find rules (decision tree), that allow to easily classify a new customer (e.g. credit risk is high, medium or low)
Value Prediction - Radial-Basis Functions and Neural NetworksPredict likelihood of fraud for a credit card
Association Discoveryfind items that imply the presence of other items in the same transactions
of the shoppers who purchased milk, 55% also purchased some other type of dairy product, and 42% also purchase bread
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Data Mining TechniquesData Mining Techniques ... ...Sequential Pattern Discovery
sequence of set of items in the time42% of new checking account customers who apply for an ATM card in the same transaction, will also apply for our charge account within 90 days
Similar Time Sequence Discoverysequences similar to a given sequence in a database of time-series data
given "NorthSouth Airlines" daily closing price for 1995, find all other stocks with similar behavior
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Cross Selling
Customer Winback
Builds a predictive model of positive respondents to a marketing campaign.Profitability is included in the model
Uses above to build a model of former customers to winback. Uses data to avoid winning back unprofitable customers, and target favorable customers.
Uses association rules for each segment to identify opportunities to sell multiple lines in retail, banks and insurance.
New Customer Acquisition
Builds a predictive model on the probability a current customer will leave.Profitability analysisGain charts for profitability cutoff
Customer Attrition
Data Mining : Data Mining :IM for relationship marketingIM for relationship marketing
LevInfo.prz
IBM Business Intelligence Solutions
© IBM 2000 IBM Software
Relationship Marketing Architecture : Relationship Marketing Architecture : Decision Edge for Relationship Marketing Decision Edge for Relationship Marketing
Profilo del cliente, strategie di prodotto e servizi:
DB2 OLAP ServerBusiness Objects
Segmentazione, acquisizione nuovi clienti ewinback, cross selling, customer retention :
Intelligent MinerIntelligent Miner foRelationship Management
DATI DI PRODUZIONE(per PROCESSO) DATI AZIENDALI
(per AREE TEMATICHE
Applicazioni(Per AREE TEMATICHE/FUNZIONI di BUSINESS)
Estrazione,Trasformazione,
Pulizia, Caricamento
&Gestione
DATISPECIALIZZATI
INFORMAZIONISPECIALIZZATE
INFORMAZIONIAZIENDALI
SERVIZI PER LA REALIZZAZIONE DI UN DATAWAREHOUSE/DATA MART
STRUMENTI SOFTWARE
& APPLICAZIONI
HARDWARE, SOFTWARE &MODELLI DATI
DATA
WAREHOUSE
PIANIFICAZIONE/GESTIONE
DELLE CAMPAGNE
PREDICTIVE SCORING
ANALISI DI MARKETING
Pianificazione e gestione delle campagne di mktg :
Valex
Visual WarehouseETIVality
Serventi :AS/400RS/6000S/390Netfinity
- Modelli dati :specializzati per segmento d'industria
Software :RDBMS
LevInfo.prz