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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

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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



Solutions that leverage and manage all forms of information for competitive advantage :

TRANSACTION PROCESSING (OLTP)

BUSINESS INTELLIGENCE

CONTENT MANAGEMENT

Leveraging InformationLeveraging Information LevInfo.prz



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

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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

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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

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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.

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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

...

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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.

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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



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



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

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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

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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

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IBM Data Replication - OverviewIBM Data Replication - Overview

PIT

SOURCE TARGET

STAGINGHISTORY

STAGING

CAPTURE

BASE

Log

ADMINISTRATION

DB2 UDB Control Center

COPY

APPLY

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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

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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



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

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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

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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

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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

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