Oracle BI06 From Volume To Value - Presentation

© 2006 Data Management & Warehousing

Speaker: David M. Walker

Oracle Business Intelligence

Thames Valley Park

of 30

30 March 2006

Data Management & Warehousing

From Volume to Value:

What Next Generation Telco Data Warehouses

Must Do to Provide Value to the Business

David M. Walker

[email protected]




Thames Valley Park

of 30

30 March 2006

What do we have ?

•! A European Mobile Telco:

–! Data warehouse has over 150 Billion CDRs

–! Over 2000 registered users

•! But:

–! It takes 20 minutes to get answers to even the most

basic question which should only take seconds

–! Less than 100 people use it every day and they all

hate the reporting tools

–! Operations and support costs are soaring

–! Can’t get changes to the system through fast enough




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What are the engagement issues ?

•! It doesn’t have anything for my role

–! Don’t let the data warehouse sit outside a business process

•! Identify where a report changes/helps

–! People don’t need to know that they are using the data warehouse

•! Ensure that it is integrated in their daily activities

–! Pro-actively educate people about what is available

•! Most people see data warehouses as something remote

•! I’ve already got a report that does this

–! Normally the response from the spreadsheet jockey

•! But how accurate is it and how long does it take to produce ?




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30 March 2006

What are the users issues ?

•! I don’t know what information is available!

–! Users are unwilling to search too hard for what is available

–! Users are unable to comment quickly and easily on what is available

–! Users ‘just’ want ‘the right report’ fed to them

•! The report I got was wrong!

–! Published data profiles tell users where the data issues are

–! Helps users understand the requirement for data cleansing back into operational systems (GIGO)

–! Nobody available to quickly modify a report to what the user

actually wants




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What are the users issues (cont.) ?

•! I asked them for this new report and they told me it

would be two months!

–! Who helps users to understand what is already available ?

–! Who is available develop a report quickly?

•! I went on a training course for the reporting tool but

that was six months ago and I can’t remember how

to use it now!

–! If users are going to use a tool they should be frequent

users with someone to support them

–! If not, then provide resource to do the work for them




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30 March 2006

Five things that can help

•! Exploitation/QuickService Teams

•! Data Profiling & Data Cleansing

•! Process Integration

•! Business Information Portals

•! RSS - Really Simple Syndication




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30 March 2006

Exploitation/QuickService Teams

•! Have a (small) team that is ‘here to help’ –! Available via:

•! Telephone

•! Chat Room

•! Web Conference

•! Issue Tracking System

–! Technology reduces costs of running a team and makes the data warehouse feel more accessible

•! Will respond quickly to urgent requests –! Even if the answer is it will take sometime to fulfil the

total requirement here’s what we can do now




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30 March 2006

Exploitation/QuickService Teams (2)

•! Look for heavy users and heavy queries and find ways to

help them

–! Cut out unused parts of the data warehouse

–! Optimise response of major users

–! Revise archiving strategy based on required data

–! Ultimately reduces operational and support costs

•! Visit frequent callers to the helpdesk

–! Re-enforce training

–! Gather new requirements

–! Pre-empt the need to call the helpdesk

•! But basically provide proactive support




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Direct Access

to the Quick Service Team

Quick Service

Team can monitor and respond

Pre-empt

FAQ’s

What’s related

develops understanding




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30 March 2006

Data Profiling

•! Look at your source systems and understand what the

data quality issues are

–! Which required fields are not populated ?

–! Which fields always have a default value ?

–! Do all customers have sufficient contact details ?

–! Etc.

•! Detect and capture issues in the Data Warehouse

–! Often related to issues of integration across systems

•! Set up targets to improve the data quality

–! Especially in the source system

–! Publish the metrics and identify responsible owners




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Allow users to

see related data quality




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30 March 2006

Data Cleansing

•! Fix data in the source systems –! A data quality issue fixed in the source will have

benefits for other areas and often highlight business process issues

•! Embed a call to the cleaning tool in all ETL –! Rule based cleansers simple and easy to implement

–! Add the call even if there is no current requirement

–! Use a metadata driven tool so new rules can be added

–! Track the success rate of the results

–! BUT: Maintain copies of the original data




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30 March 2006

Example Data Cleansing Issues

•! Standardisation of text

–! Prevents correct aggregation

–! Multiple spellings

•! e.g. Zürich, Zuerich, Zurich => Zurich, Rd => Road

–! Spaces

•! e.g. David_ _Walker is not the same as David_Walker

–! Standardization of case

•! E.g. David Walker => DAVID WALKER, Zurich => ZURICH

•! Range validation if dates

–! 13-Mar-0006 becomes 13-Mar-2006




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More Data Cleansing Issues

•! Mapping of codes & translation

–! 01 means ‘Fixed Line’ in one system and ‘Roaming’ in another

–! A code meant one thing for a period of time and then it’s use was changed to mean another thing after a certain date

•! Overcome System Defaults

–! 80% or all customers are MALE

•! Actually the default is MALE and most operators just tab over the

field

–! Date of Birth is nearly always empty

•! Optional field in source system – change to mandatory

–! Date of Birth is 01-01-1900

•! Mandatory field with no range checking and no option for declined




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•! Put the data warehouse into the process rather

than sitting to one side

–! Use it to allow customers to compare price plans

online

•! But restrict price plans available based on profile

–! Trigger on-line offers and customised content when

customers log into the website

–! Add web ‘popup’ pages to existing internal

applications

•! Call centre gets an ‘image’ of the person they are talking to

Process Integration




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30 March 2006




online





applications


Process Integration

Teenager

Prepay 5

No

£0.50

0118 9776 911

20-Mar-2006

Text pack 50

3

! !

! ! ! Texter 100

Price Plan:

Stop Churn:

Last Bill (View):

Last Call (Detail):

Last Contact:

Next Best Offer:

Open Cases (View):

Dropped Calls:

Network Quality:

Handset Type:




Thames Valley Park

of 30

30 March 2006




online





applications


Process Integration

Price Plan:

Stop Churn:

Last Bill (View):

Last Call (Detail):

Last Contact:

Next Best Offer:

Open Cases (View):

Dropped Calls:

Network Quality:

Handset Type:

Single Working Female

Domestic 100

Yes

£37.50

07990 594 372

10-Jan-2003

Handset +£50

0

"""

""

" Cheapo X79a




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30 March 2006




online





applications


Process Integration

Business User

Business 350

Yes

£180

07050 028 911

15-Sep-2005

Handset +£0

None

! !

#

! Executive 3030

Price Plan:

Stop Churn:

Last Bill (View):

Last Call (Detail):

Last Contact:

Next Best Offer:

Open Cases (View):

Dropped Calls:

Network Quality:

Handset Type:




Thames Valley Park

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30 March 2006

Business Information Portals

•! Single touch point –! The delivery mechanism for all business information

services.

•! Collaboration –! Allows users to communicate

•! Synchronously (through chat & messaging)

•! Asynchronously (through threaded discussion & email digests)

•! Integration –! The connection of functions and data from multiple

systems into new components




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30 March 2006

Business Information Portals (2)

•! Content and document management –! Services that support the full life cycle of document

creation and provide mechanisms for authoring, approval, version control, scheduled publishing, indexing and searching.

–! Consider a Wiki: a user editable webpage

•! Personalization –! Allows users to subscribe (or be subscribed) to

specific types of content and services.

–! Users can also customize the look and feel of their environment.




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30 March 2006

RSS - Really Simple Syndication

•! If I could offer you only one tip for the future,

RSS would be it.

–! Already an inbuilt technology in most web browsers

and mail clients

–! Very cheap to modify existing reports to work with it

–! Allows publish/subscribe to ‘news feeds’

•! These feeds would be reports by subject area

–! An established technology already widely in use

•! e.g. BBC, most newspapers, etc. & Podcasts

–! Can easily be integrated with textual content




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30 March 2006



RSS would be it.


and mail clients





•! e.g. BBC, most newspapers, etc.


<?xml version="1.0" ?>

- <rdf:RDF xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#" xmlns=http://purl.org/rss/1.0/>

- <channel rdf:about="http://www.datamgmt.com/files/phpwsrssfeeds/backend3.php">

<title>Data Warehousing Knowledge Base</title>

<link>http://www.datamgmt.com/</link>

<description>The Data Management & Warehousing Knowledge Base provides information and techniques about the design, build

and implementation of data warehousing solutions that we as a company use and hope that you will also find useful.</description>

<dc:date>2006-03-29T14:16:50+00:00</dc:date>

<image rdf:resource="http://www.datamgmt.com/images/phpwsrssfeeds/thumbs/logo_tn.gif" />

- <items>

- <rdf:Seq>

<rdf:li resource="http://www.datamgmt.com/index.php?module=article&view=news" />

</rdf:Seq>

</items>

</channel>

- <image rdf:about="http://www.datamgmt.com/images/phpwsrssfeeds/thumbs/logo_tn.gif">

<title>Data Warehousing Knowledge Base</title>

<link>http://www.datamgmt.com/</link>

<url />

</image>

- <item rdf:about="http://www.datamgmt.com/index.php?module=article&view=76">

<title>Data Management & Warehousing White Papers</title>

<link>http://www.datamgmt.com/index.php?module=article&view=76</link>

<description>Data Management & Warehousing is publishing a series of white papers on topics relating to data warehousing.

This article lists each paper and provides a synopsis<br />Updated:</description>

</item>

…




Thames Valley Park

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30 March 2006



RSS would be it.


and mail clients





•! e.g. BBC, most newspapers, etc.





Thames Valley Park

of 30

30 March 2006

What to use RSS for

•! Publishing batch reports

–! By subject area

–! By user community

•! Publishing requirements

•! Publishing analysis

•! Publishing data quality issues and reports

•! Publishing merged feeds

–! Reports & Data Quality issues together

•! Podcasting




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30 March 2006

More than just reporting

•! Some of the biggest benefits come from the

process of building the data warehouse and

integrating it into the business

–! Builds a better understanding of what data is available

–! What the data means to the organisation

–! How it can be structured to make more sense across

the whole organisation.

–! Where information sits in the business process




Thames Valley Park

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30 March 2006

What do we want to be ?

•! A European Mobile Telco:

–! Data warehouse has over 150 Billion CDRs

–! Over 2000 registered users

•! But:

–! It takes 20 minutes to get answers to even the most

basic question which should only take seconds

–! Less than 100 people use it every day and they all

hate the reporting tools

–! Operations and support costs are soaring

–! Can’t get changes to the system through fast enough

•! And:

–! Users know where to get basic data from quickly and effective.

–! They know how long a report will take to run, understand the data quality and can subscribe to have it delivered to them

–! 100’s of people visiting the business information portal each day

with very few directly using reporting tools, and 1000’s using the

data without even realising

–! Operations, support costs and change are targeted against the

highest value returns




Thames Valley Park

of 30

30 March 2006

Data Management & Warehousing

Thank you !

•! For more information:

–! Visit our website at http://www.datamgmt.com

–! Call us on 07050 028 911

–! E-mail [email protected]

Winning Teams - Great Team Players

Data Management & Warehousing are proud player sponsors for the 2005/06 season of Joe Worsley, utility back row with the English Rugby Premiership Champions London Wasps.

Joe has helped London Wasps win the Zurich Premiership in 2002-03, 2003-04 and 2004-05

as well as the Heineken Cup in 2003-04. Joe was also a member of the England World Cup squad

and was awarded an MBE by the Queen.

Oracle BI06 From Volume To Value - Presentation

Technology

Transcript of Oracle BI06 From Volume To Value - Presentation