Module 1

Ch : 1

 Meaning of business intelligence

• Business intelligence is a continuous

system that reports on what happened in
the past or what is happening now.

• Business intelligence refers to the

technology that enables businesses to
organize, analyze and contextualize
business data from around the company. BI
includes multiple tools and techniques to
transform raw data into meaningful and
actionable information
Examples of Business Intelligence

• Data scientists and analysts:

• Finance:

• Marketing:

• Sales:

Features of BI:

• Executive Dashboards:

• Location intelligence:

• What if analysis:

• Interactive reports:

Components of business intelligence:

1) Data Warehouse:

– A Data Warehouse provides integrated,

enterprise-wide, historical data and
focuses on providing support for
decision-makers for data modeling and
analysis.
 – Features:

• DW is subject oriented

• DW is integrated

• It is time oriented

• It is non volatile

2)Business Analytics:

– It is a process that involves the use of

statistical technques, information
system softwares, and operation
research to explore, visualise, discover
and communicate patterns or trends in
data.

– Business analytics means a composite

use of technology and human
intelligence to convert the business
related data into useful information that
aids in decision making.

3 ) Business performance management:

– Business performance management
refers to a range of methods, metrics
and tools for tracking and optimizing
business performance. Also known as
enterprise performance management
(EPM) and corporate performance
management (CPM), BPM involves
establishing quantifiable business goals
and tracking progress toward those
goals.

4) User Interface:

– User interface, commonly abbreviated

as UI, describes the way a user
accesses and interacts with a system.
It’s the physical characteristics of the
application, whether digital or tangible;
it’s literally the part that you interact
with, the face of the system to the user,
and how they think of it.

CH 2
 Business Analytics

– Business analytics means a composite

use of technology and human
intelligence to convert the business
related data into useful information that
aids in decision making.

Need of BA
1) Insight:- It delivers an accurate and
deep understanding of the present.
2) 2) Prediction:- It uses the current
information and data of the internal
and external environment of the
business to discover what will happen
next.
3) 3) Optimization:- It turns analytics
into action. Business analytics
techniques yields lot of models that
can be applied in a predicted
situation.
 Components of BA
A. Business Context,
 B. Technology,
C. Data Science).
Types of Business Analytics

• Descriptive Analysis: (DESCBA)

– Descriptive analytics is the process of

using current and historical data to
identify trends and relationships. It’s
sometimes called the simplest form of
data analysis because it describes
trends and relationships but doesn’t dig
deeper.

– It includes:

• Reporting
Horizontal Analysis

• Trend Analysis
Financial Statement Analysis

• 2) Predictive Analysis: (PREDBA)

– Predictive analytics models are

designed to assess historical data,
 discover patterns, observe trends, and
use that information to predict future
trends. Popular predictive analytics
models include classification,
clustering, and time series models.

– It includes

• Classification modelling

• Cluster modelling

• Time Series Analysis

– 3) Prescriptive analytics utilizes similar

modeling structures to predict
outcomes and then utilizes a
combination of machine learning,
business rules, artificial intelligence,
and algorithms to simulate various
approaches to these numerous
outcomes.

• (Examples)

– Fraud Detection in banking

 – Email Automation in marketing

– Search Engine Optimization

OTHER TOPICS

1.DIFF BETWEEN BA AND BI

2.Transaction Processing v/s Analytic
Processing
3.OLTP v/s OLAP o OLAP Operations

Data models for OLTP (ER model)

ER (Entity Relationship Model)

• The basic data model of OLTP is called as

the ER model.

• ER model stands for an Entity-Relationship

model. It is a high-level data model. This
model is used to define the data elements
and relationship for a specified system.

• It develops a conceptual design for the

database. It also develops a very simple
and easy to design view of data.
 Components of ER Model

• Relationship: - A relationship is used to

describe the relation between entities.
Diamond or rhombus is used to represent
the relationship.

DIAGRAM

MODLE

OLAP (Star & Snowflake Schema)

• Star and snowflake schema designs are

mechanisms to separate facts and
dimensions into separate tables. Snowflake
schemas further separate the different
levels of a hierarchy into separate tables.
In either schema design, each table is
related to another table with a primary
key/foreign key relationship. Primary
key/foreign key relationships are used in
relational databases to define many-to-one
relationships between tables.
 MODULE 2

CH 1 Digital Data

• Digital data is pieces of raw data from the

market, consumer, internal organizational
context, represented using the binary
number system.

• It is represented in bits of either 0 or 1.

Types of Digital Data

1. Unstructured Data

– Data requires a human to interpret.

– Data need not adhere to any predefined

model.

– Data is in the form of social media feed,

results of research and development,
surveys, call records, and so on.

– Example: Images (both human or and

machine-generated), video files, audio
 files, social media posts, product
reviews, mobile SMS, and so on.

2. Structured Data:

– Data has a machine-readable format

– Data adheres to a predefined data

model.

– Data is in a tabular / rectangular format

(columns display different attributes or
variables, rows display a particular
record).

– Data can be entered, stored, queried, or

analysed by machines.

Examples: Names, dates, phone

numbers, currency or prices, heights or
weights, word count or file size of a
document, credit card numbers, and so
on
 Semi Structured Data:

– Some data is neither structured nor

unstructured, which is called semi-
structured data. Email is an example of
semi-structured data. Email headers
contain metadata like the date,
language, and recipient’s email
address, which are structured data.
However, the email body, which
contains your message, is unstructured.

CH 2 Data Warehouse:

 Characteristics of Data Warehouse:

1.Subject-Oriented

2.Non-Volatile

• Data once entered into a data

warehouse must remain unchanged. All
data is read-only. Previous data is not
erased when current data is entered.
 This helps you to analyze what has
happened and when.

• Integrated

• A data warehouse is developed by

integrating data from varied sources
into a consistent format. The data must
be stored in the warehouse in a
consistent and universally acceptable
manner in terms of naming, format, and
coding.

• Time-Variant

Data warehouse framework

• 1 )Central database:

• A database serves as the foundation of

your data warehouse. Traditionally, these
have been standard relational databases
running on premise or in the cloud. But
because of Big Data, the need for true, real-
 time performance, and a drastic reduction
in the cost of RAM, in-memory databases
are rapidly gaining in popularity.

2)Data integration:

Data is pulled from source systems and

modified to align the information for rapid
analytical consumption using a variety of data
integration approaches such as ETL (extract,
transform, load) and ELT as well as real-time
data replication, bulk-load processing, data
transformation, and data quality and
enrichment services

• 3) Metadata:

• Metadata is data about your data.

It specifies the source, usage, values, and
other features of the data sets in your data
warehouse. There is business
metadata, which adds context to your
data, and technical metadata,
which describes how to access data –
 including where it resides and how it is
structured.

• 4) Data warehouse access tools:

• Access tools allow users to interact with

the data in your data warehouse. Examples
of access tools include: query and
reporting tools, application development
tools, data mining tools, and OLAP tools.

Data lake

Business Reporting, Visual Analytics:

Definition, concepts Different types of charts
and graphs Emergence of data visualization
and visual analytics

BOOKS
Business Reporting, Visual Analytics: Definition, concepts Different
types of charts and graphs Emergence of data visualization and
visual analytics
 MODULE 3

Data Mining

• Data Mining refers to extracting

knowledgefrom large amount of data.

• The task of discovering interesting

patterns from large amount of data.

• In great demand with wide applications.

• The data mining is the process of analyzing

the large amount of data which is stored in
DW for useful information which makes the
use of machine learning, artificial
intelligence and statistical tools which may
be undetected further.

 Steps of Data Mining

• 1 Data Integration: All the different sources

contribute data which are collected and
integrated.
• 2 ) Data Selection: We have to select data
and make sure that it is useful for data
mining.

• 3) Data Cleaning: The data collected may

not all correct and need to be checked
again before being used to avoid data
errors and uncertain problem.

• 4 )Data Transformation: Even though the

data has been cleaned, to have data ready
for mining, we still have to do something
and transform data into the right form so
that mining process will not be any
problem.

• 5) Data Mining: Techniques like clustering

and association analysis are used among
the many different techniques used for
data mining only when we are ready to
apply data mining techniques on the data
to discover the interesting patterns.
• 6) Pattern Evaluation and Knowledge
Presentation: Transformation, visualization,
removing redundant patterns are steps
from the patterns we have generated.

• Decisions/Use of Discovered Knowledge: In

order to make use of the knowledge which
acquired to take better decisions, this step
helps.

Application of Data Mining

• Banks :- Data mining also helps banks

better understand their customers’ online
habits and preferences, which helps when
designing a new marketing campaign.
• Healthcare :- Data mining helps doctors
create more accurate diagnoses by
bringing together every patient’s medical
history, physical examination results,
medications, and treatment patterns.
Mining also helps fight fraud and waste and
bring about a more cost-effective health
resource management strategy.

• Marketing :- Data mining helps bring

together data on age, gender, tastes,
income level, location, and spending habits
to create more effective personalized
loyalty campaigns.

• Retail :- Retail stores and supermarkets

can use purchasing patterns to narrow
down product associations and determine
which items should be stocked in the store
and where they should go.
Ch Text & Web Analytics

Text self

Web mining overview

 Web mining can define as the method of

utilizing data mining techniques and
algorithms to extract useful information
directly from the web, such as Web
documents and services, hyperlinks, Web
content, and server logs.

 TYPES OF WEB MINING

WEB CONTENT MINING

WEB USAGE MINIING

WEB STRUCTURE MINING

• Web content mining

• (To extract/mine useful information or

knowledge from web page contents)
• Web structure mining

• (To discover useful knowledge from the

structure of hyperlinks)

• Web usage mining

• (Discovery of user access patterns

from Web usage logs)

• Applications of Web Mining: NOT IN

COURCE

 E-commerce :- Web mining can be used to

analyze customer behavior on e-commerce
websites. This information can be used to
improve the user experience and increase
sales by recommending products based on
customer preferences.

 Search engine optimization: Web mining

can be used to analyze search engine
queries and search engine results pages
(SERPs). This information can be used to
improve the visibility of websites in search
 engine results and increase traffic to the
website.

 Sentiment analysis: Web mining can be

used to analyze social media data and
extract sentiment from posts, comments,
and reviews. This information can be used
to understand customer sentiment towards
products and services and make informed
business decisions.

 Fraud detection: Web mining can be used

to detect fraudulent activity on websites.
This information can be used to prevent
financial fraud, identity theft, and other
types of online fraud.

 Customer service: Web mining can be used

to analyze customer service interactions
on websites and social media platforms.
This information can be used to improve
the quality of customer service and identify
areas for improvement.
 Healthcare: Web mining can be used to
analyze health-related websites and
extract valuable information about
diseases, treatments, and medications.
This information can be used to improve
the quality of healthcare and inform
medical research.

NEW TOPICS

Social media analytics

 Social media analytics is the process of

collecting and analyzing audience data
shared on social networks to improve an
organization's strategic business
decisions.

 Social media analytics is the ability to

gather and find meaning in data gathered
from social channels to support business
decisions — and measure the performance
of actions based on those decisions
through social media.
  Importance of Social Media Analytics

• Social media analytics helps organizations

understand their targeted audience.

• Social media analytics can increase

engagement and responsiveness:

• Social media analytics can

highlight problems and weaknesses to
discover new trends and avoid a brand
crisis.

Social media analytics can help you learn

from the competition
 NEW TOPICS

Sentiment analysis overview

 Sentiment analysis is a popular task in

natural language processing. The goal of
sentiment analysis is to classify the text
based on the mood or mentality expressed
in the text, which can be positive negative,
or neutral.

 The goal which Sentiment analysis tries to

gain is to be analyzed people’s opinions in
a way that can help businesses expand.

CH 3 BIG DATA

• Big Data is a complex sets of Data. Big

Data is a collection of huge volumes of
Data.

• Generally Big Data consists unstructured

Data
• CHACTERISTICS BiG Data

 Volume (Vast Amount of data

generated at every second)

 Variety (Different kind of Data)

 Velocity ( Speed at which new data is

generated and moved)

 Value (Trustworthiness of Data)

FUNDAMENTAL OF BIG DATA

a.Strong, committed sponsorship

(executive champion)

b.Alignment between the business and IT

strategy

2.A fact-based decision-making culture

3.A strong data infrastructure :-

a.Data warehouses have provided the

data
Benefits and Advantages of Big Data
Analytics

1.. Risk Management :-

2.Product Development and Innovations
3.Quicker and Better Decision Making
Within Organizations :-
4.LOWER COST
5.Improve Customer Experience :-
6.INCREASED SECURUTY