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Business intelligence (BI) is collecting and analyzing internal data and external data to provide new insights that
were not apparent before. Both pivot table and contingency table are used to turn raw data into actionable
information.
A pivot table is a second, revised table in rows and columns containing reformatted data using the raw data from
the first, original table in rows and columns. A pivot table is also called a pivot chart.
The basic data values are the same between the original tale and the pivot table. However, the pivot table contains
sorted, rearranged, and summarized data, providing better insights. For example, a retail marketing manager can
create a pivot table showing which salesperson has the highest sales dollars in a given month or quarter from
original sales data tables.
A contingency table is a type of table presented in a matrix format displaying frequency distribution, showing their
probabilities. Contingency tables (cross-tabulations) are used in business intelligence, market research, and
customer surveys where interrelations and interactions between two or more variables can be studied to obtain
greater insights of data. Due to their statistical focus, contingency tables show a measure of association between
variables. For example, a table can be put together showing how male and female customers prefer to purchase
product A and product B from a retailer.