IDEAS Emerging Technology

Skills Scholarship Program

Data Analytics

Topic: Introduction to Data Analytics

Presented by: Akande Noah Oluwatobi (Ph. D.)

Learning Outcomes:
At the end of the lecture, participants should be able to:

• Discuss the Impact of ICT proliferation on Data Generation

• Provide an Overview of Big Data and its Characteristics
• Itemize the Categories of Data
• Differentiate between Data Science and Data Analytics
• Discuss the Categories of Data Analytics
• Enumerate Different Data Analytics Tools
 How has Advancement in ICT influenced Data Generation ?

• In the last decade we have experienced:

• Massive Advancement in ICT
• Advancement in the acceptance and use of ICT
tools and platforms
 How has Advancement in ICT influenced Data Generation ?

• These ICT advancements are in terms of:

• Widespread adoption of 4G & 5G Networks
• Rise of AI and Machine learning applications
• Proliferation of IOT devices
• Rapid development of Cloud Computing Technologies
How has Advancement in ICT influenced Data Generation ?
• These How has Advancement
advancement in ICT inhas
ICTled
influenced Data
to rapid Generation
increase ?
in data
generation platforms:
• Social Media Platforms
• IOT Devices
• E-Commerce Platforms
• Smartphones and Mobile Applications
• Cloud Computing Services
• Big Data Platforms
Data Generation Platform
 AVG Tweet per Day in Millions
Data Generation Platform: Social
• At least 500 million Tweets are sent every day
Media Platforms
• If you were curious, that's about 6,000 Tweets per second, 350k a 867

minute, or 200 billion per year 821

775

729

683

634

592

546

500

340

2012 2013 2014 2015 2016 2017 2018 2019 2020 2021-2022
Data Generation Platform: Social Media Platforms
IOT Devices
IOT Devices
 General Website Statistics
• According to Forbes,
• There are about 1.09 billion websites on the internet in 2024.
• Every day sees the creation of 252,000 new sites
• Among these, 192,888,216 sites are active
• A new website is built every three seconds
• 71% of businesses have a website in 2023
• 29% of business is conducted online
• Google is the most visited website with 85.1 billion visitors
• YouTube is the second most visited site with over 33 billion
visitors
• In North America, 45% of web traffic comes from mobile
devices
Welcome to the World of Big Data
 Characteristics of Big Data
▪Volume: This refers to the huge amount of data
generated by various sources.
–Internet generates 2.5 quintillion bytes of data
daily (SG Analytics, 2020)
–IOT devices generates 500 zettabytes of data
annually
 Characteristics of Big Data
• Velocity: This refers to the speed at which data is generated from
these sources.
• Variety: This refers to the different types of data generated from
these sources.
• Veracity: This refers to the accuracy and reliability of the data
generated from these sources.
• Value: This refers to the usefulness and relevance of the data
generated from these sources.
 Challenges Posed by Big Data
▪ Data Management
▪ Data Privacy and Security
▪ Data Integration
▪ Scalability
▪ Data Processing Speed
▪ Data Governance
▪ Skills Gap
 Categories of Data
▪Unstructured data: these are data that
does not have a predefined format or
structure.
▪Examples of unstructured data include
emails, social media posts, audio
recordings, and text documents.
 Categories of Data
▪Semi-structured data: these are data have
been partially organized but are not in a
well-defined format yet.
▪Examples of semi-structured data include
texts in XML files, JSON files, and NoSQL
databases
 Categories of Data

▪Structured data: these are well organized

and formatted data.
▪Examples of structured data include data
in relational databases, spreadsheets, and
CSV files.
 Categories of Data – Structured Data: Historical Data

• Historical data refers to information or records of past

events, activities, or states captured and stored for
reference or analysis purposes.
• This data typically represents a snapshot of the past at
a specific point in time and is used to understand
trends, patterns, and behaviors over time.
Categories of Data
 Data Science vs Data Analytics

• Data science studies how to develop algorithms,

techniques and tools that are needed to extract
knowledge and insights from structured and unstructured
data.
• Data analytics deals with the study of how to use
developed algorithms, techniques and tools that are
needed to extract knowledge and insights from structured
data.
 Data Analytics

• Data analytics is the process of examining, cleaning,

transforming, and modeling data to uncover
meaningful insights, patterns, and trends that can be
used to inform decision-making and drive business
outcomes.
• It involves applying statistical and computational
techniques to large datasets to extract valuable
information and make data-driven decisions.
 Categories of Data Analytics

i. Descriptive Analytics

ii. Diagnostic Analytics

iii. Predictive Analytics

iv. Prescriptive Analytics

 Categories of Data Analytics - Descriptive Analytics

• Descriptive Analytics focuses on summarizing historical

data to understand what has happened in the past.
• It involves techniques such as data aggregation, data
visualization, and Exploratory Data Analysis (EDA) to
provide insights into patterns and trends within the data.
 Categories of Data Analytics - Descriptive Analytics
• An example of descriptive analytics involves analyzing
customer transaction data to gain insights into purchasing
behavior and trends.
• Scenario:
• A retail company wants to understand her customers'
purchasing patterns and preferences to optimize
inventory management and marketing strategies.
 Categories of Data Analytics - Diagnostic Analytics

• Diagnostic Analytics: this aims to determine why certain

events occurred by identifying the root causes of observed
outcomes.
• It involves analyzing relationships between variables,
conducting hypothesis testing, and performing statistical
inference to understand the factors influencing specific
phenomena.
 Categories of Data Analytics - Diagnostic Analytics
• An example of diagnostic analytics involves analyzing sales data to
understand why there was a decrease in revenue during a specific
time period.
• Scenario
• A retail company experienced a significant drop in sales revenue
during the holiday season compared to the previous year. The
management team wants to understand the root causes behind this
decline to inform future strategies and decision-making.
 Categories of Data Analytics - Predictive Analytics
• Predictive Analytics involves using historical data to make
predictions about future events or trends.
• It uses statistical modeling, machine learning algorithms, and
data mining techniques to identify patterns and build predictive
models that can forecast future outcomes with a certain level
of accuracy.
 Categories of Data Analytics - Predictive Analytics
• An example of predictive analytics involves using historical
sales data to forecast future sales revenue for a retail company.

• Scenario: A retail company wants to predict her sales revenue

for the upcoming holiday season to optimize inventory
management, staffing, and marketing strategies.
 Categories of Data Analytics - Prescriptive Analytics
• Prescriptive Analytics does not only predict future
outcomes but also recommend actions that can
optimize decision-making and achieve desired
objectives.

• It combines predictive models with optimization

algorithms, simulation techniques, and decision
theory to generate actionable insights and make
recommendations for action.
 Categories of Data Analytics - Prescriptive Analytics
• An example of prescriptive analytics involves using
customer data to recommend personalized marketing
strategies for a retail company.
• Scenario: A retail company wants to optimize its
marketing campaigns to increase customer
engagement and drive sales. The company aims to
leverage prescriptive analytics to recommend
personalized marketing strategies tailored to
individual customer preferences and behavior.
Categories of Data Analytics
 Data Analytics Tools
01 Microsoft Excel 02 Microsoft Power BI 03 Tableau
• Microsoft Excel is widely used as a • Tableau is a leading data visualization
business intelligence tool due to its • Power BI is a suite of business analytics tools and analytics platform that allows users
versatility, familiarity, and accessibility. provided by Microsoft that enables users to to create interactive and shareable
• With its robust spreadsheet capabilities, visualize data, share insights, and make dashboards, reports, and data
Excel allows users to perform a wide informed decisions. visualizations.
range of analytical tasks, from simple • It offers features for data preparation, • It offers intuitive drag-and-drop
data manipulation to complex interactive dashboards, self-service analytics, functionality, advanced analytics
calculations and visualizations. and natural language querying. features, and connectivity to various
• Businesses leverage Excel to organize, • Power BI integrates with Microsoft products data sources.
analyze, and visualize data from various and services, as well as with a wide range of • Tableau is known for its user-friendly
sources, enabling them to gain insights third-party data sources. interface and powerful data exploration
into their operations, performance, and capabilities.
trends.

04 IBM Cognos Analytics 05 Looker 06 SAP Business Objects

• Looker is a data exploration and analytics
• Cognos Analytics is a business intelligence platform that empowers users to explore and • SAP BusinessObjects is a suite of
and performance management platform analyze data using SQL queries. business intelligence tools provided
offered by IBM. • It provides a semantic modeling layer that by SAP.
• It provides features for reporting, abstracts away the complexity of underlying • It includes solutions for reporting,
dashboards, data exploration, and data structures, making it easy for non-technical
predictive analytics. data visualization, data discovery,
users to access and analyze data. and enterprise performance
• Cognos Analytics enables users to create • Looker offers features for creating interactive
interactive visualizations, perform ad-hoc management
dashboards, scheduling reports, and
analysis, and collaborate on insights collaborating on insights.
• SAP Business Objects offers
within the organization. comprehensive capabilities for BI
and analytics across the
organization.
 CONCLUSION
• What Business Intelligence is and its Importance to an Organization
• Several BI Tools
• Differences between Categories of Data
• What Data Analytics is and Discuss its Different Categories
• Different Types of Dashboards