Business Intelligence and Analytics:

Systems for Decision Support

(10th Edition)

Chapter 14:
Business Analytics: Emerging
Trends and Future Impacts
 Learning Objectives
 Explore some of the emerging technologies
that may impact analytics, BI, and decision
support
 Describe how geospatial and location-based
analytics are assisting organizations
 Describe how analytics are powering
consumer applications and creating a new
opportunity for entrepreneurship for analytics
 Describe the potential of cloud computing in
business intelligence (Continued…)
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 Learning Objectives
 Understand Web 2.0 and its characteristics
as related to analytics
 Describe the organizational impacts of
analytics applications
 List and describe the major ethical and legal
issues of analytics implementation
 Understand the analytics ecosystem to get a
sense of the various types of players in the
analytics industry and how one can work in a
variety of roles
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 Opening Vignette…
Oklahoma Gas and Electric Employs
Analytics to Promote Smart Energy Use

 Company background
 Problem description
 Proposed solution
 Results
 Answer & discuss the case questions...
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 Questions for
the Opening Vignette
1. Why perform consumer analytics?
2. What is meant by dynamic segmentation?
3. How does geospatial mapping help
OG&E?
4. What types of incentives might the
consumers respond to in changing their
energy use?

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 Location-Based Analytics
 Geospatial Analytics
 Geocoding
 Visual maps
 Postal codes

 Latitude & Longitude

 Enables aggregate view of a large

geographic area
 Integrate “where” into customer view
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 Location-Based Analytics

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 Location-Based Analytics
 Location-based databases
 Geographic Information System (GIS)
 Used to capture, store, analyze, and
manage the data linked to a location
 Combined with integrated sensor
technologies and global positioning
systems (GPS)
 Location Intelligence (LI)?
 Interactive maps that further drill down to
details about any location
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 Use of Location-Based Analytics
 Retailers – location + demographic details
combined with other transactional data
can help …
 determine how sales vary by population level
 assess locational proximity to other
competitors and their offerings
 assess the demand variations and efficiency
of supply chain operations
 analyze customer needs and complaints
 better target different customer segments
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 Use of Location-Based Analytics
 Global Intelligence
 U.S. Transportation Command (USTRANSCOM)
 track the information about the type of aircraft
 maintenance history
 complete list of crew
 equipment and supplies on the aircraft
 location of the aircraft
  well-informed decisions for global operations

 Overlaying weather and environmental data

 Teradata, NAVTEQ, Tele Atlas …
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 Application Case 14.1
Great Clips Employs Spatial Analytics
to Shave Time in Location Decisions

Questions for Discussion

1. How is geospatial analytics employed at
Great Clips?
2. What criteria should a company consider
in evaluating sites for future locations?
3. Can you think of other applications where
such geospatial data might be useful?
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 Geospatial Analytics Examples
 Sabre Airline Solutions’ application
 Traveler Security
 Geospatial-enabled dashboard
 Assess risks across global hotspots
 Interactive maps
 Find current travelers
 Respond quickly in the event of any travel disruption
 Telecommunication companies
 Analysis of failed connections
 See the Multimedia Exercise, next
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 A Multimedia Exercise in Analytics
Employing Geospatial Analytics
 Go To Teradata University Network (TUN)
 Find the BSI Case video on “The Case of the
Dropped Mobile Calls”
 Watch the video via TUN or at YouTube
youtube.com/watch?v=4WJR_Z3exw4
 Also, look at the slides at
slideshare.net/teradata/bsi-teradata-the-case-of-
the-dropped-mobile-calls
 Discuss the case

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 Real-Time Location Intelligence
 Many devices are constantly sending out
their location information
 Cars, airplanes, ships, mobile phones,
cameras, navigation systems, …
 GPS, Wi-Fi, RFID, cell tower triangulation
 Reality mining?
 Real-time location information = real-time insight
 Path Intelligence (pathintelligence.com)
 Footpath – movement patterns within a city or store
 How to use such movement information
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 Application Case 14.2
Quiznos Targets Customers for Its
Sandwiches

Questions for Discussion

1. How can location-based analytics help
retailers in targeting customers?
2. Research similar applications of
location-based analytics in the retail
domain.
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 Real-Time Location Intelligence
 Targeting right customer based on their behavior
over geographic locations
 Example Radii app
 Collects information about the user’s favorite locations,
habits, interests, spending patterns, …
 Radii uses the Gimbal Context Awareness SDK
 Combines time + place + duration + action + …
 Assigns Location Personality  Recommendation
 New members receive 10 “Radii” to spend
 Radii can be earned and spent on those locations
 For more info, search for radii app on the Internet
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 Real-Time Location Intelligence
 Augmented reality
 Cachetown - augmented reality-based game
 Encourage users to claim offers from select
geographic locations
 User can start anywhere in a city and follow markers
on the Cachetown app to reach a coupon, discount, or
offer from a business
 User can point a phone’s camera toward the virtual
item through the Cachetown app to claim it
 Claims  free good/discount/offer from a nearby
business
 For more info, go to cachetown.com/press
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 Analytics Applications
for Consumers
 Explosive growth of the apps industry
 iOS, Android, Windows, Blackberry, Amazon, …
 Directly used by consumers (not businesses)
 Enabling consumers to become more efficient
 Interesting Examples
 CabSense – finding a taxi in New York City
 Rating of street corners; interactive maps, …
 ParkPGH – finding a parking spot
 Downtown Pittsburgh, Pennsylvania
 For a related example, see Application Case 14.3, next

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 Application Case 14.3
A Life Coach in Your Pocket
Questions for Discussion
1. Search online for other applications of
consumer-oriented analytical applications.
2. How can location-based analytics help
individual consumers?
3. How can smartphone data be used to
predict medical conditions?
4. How is ParkPGH different from a “parking
space–reporting” app?
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 Other Analytics-Based
Applications
 In addition to fun and health...
 Productivity
 Cloze – email in-box management
 Intelligently prioritizes and categorizes emails
 The demand and the supply for consumer-
oriented analytic apps are increasing
 The Wall Street Journal (wsj.com/apps) estimates that
the app industry has already become a $25 billion
industry
 Privacy concerns?
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 Recommendation Engines
 People rely on recommendations by others
 Success for retailer line Amazon.com
 Recommender systems
 Web-based information filtering system that
takes the inputs from users and then aggregates
the inputs to provide recommendations for other
users in their product or service selection choices
 Data
 Structured  ratings/rankings
 Unstructured  textual comments
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 Recommendation Engines
 Two main approaches for recommendation systems
1. Collaborative filtering
 Based on previous users’ purchase/view/rating data
 Collectively deriving user  item profiling
 Use this knowledge for item recommendations
 Techniques include user-item rating matrix, kNN, correlation, …
 Disadvantage – requires huge amount of historic data
2. Content filtering
 Based on specifications/characteristics of items (not just ratings)
 First, characteristics of an item are profiled, and then the
content-based individual user profiles are built
 Recommendations are made if there are similarities found in the
item characteristics
 Techniques include decision trees, ANN, Bayesian classifiers

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 The Web 2.0 Revolution
and Online Social Networking
 Web 2.0?
 Advanced Web - blogs, wikis, RSS, mashups,
user-generated content, and social networks
 Objective – enhance creativity, information
sharing, and collaboration
 Changing the Web from passive to active
 Consumer is the one that creates the content
 Redefining what is on the Web as well as how
it works
 Companies are adopting and benefiting from it
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 Representative Characteristics of
Web 2.0
 Allows tapping into the collective intelligence of users
 Data is made available in new or never-intended ways
 Relies on user-generated/user-controlled content/data
 Lightweight programming tools for wider access
 The virtual elimination of software-upgrade cycles
 Users can access applications entirely through a browser
 An architecture of participation and digital democracy
 A major emphasis is on social networks and computing
 Strong support for information sharing and collaboration
 Fosters rapid and continuous creation of new business
models
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 Social Networking
 Social networking gives people the power to
share, making the world open/connected
 Facebook, LinkedIn, Google+, Orkut, …
 Wikipedia, YouTube, …
 A social network is a place where people
create their own space, or homepage, on
which they write blogs (Web logs); post
pictures, videos, or music; share ideas; and
link to other Web locations they find
interesting
 Mobile social networking
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 Social Networks - Implications of
Business and Enterprise
 Enhancing marketing and sales in public
social networks
 Using Twitter to Get a Pulse of the Market
 Listening to the public for opinions/sentiments
 Product/service brand management
 Text mining, sentiment analysis
 How – built in-house or outsource
 reputation.com
 Share content in a messaging ecosystem
 WhatsApp, Draw Something, SnapChat, …

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 Cloud Computing and BI
 A style of computing in which dynamically
scalable and often virtualized resources are
provided over the Internet.
 Users need not have knowledge of, experience
in, or control over the technology infrastructures
in the cloud that supports them.
 Cloud computing = utility computing, application
service provider grid computing, on-demand
computing, software-as-a-service (SaaS), …
 Cloud = Internet
 Related “-as-a-services”: infrastructure-as-a-service
(IaaS), platforms-as-a-service (PaaS)
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 Cloud Computing Example
 Web-based email  cloud computing application
 Stores the data (e-mail messages)
 Stores the software (e-mail programs)
 Centralized hardware/software/infrastructure
 Centralized updates/upgrades
 Access from anywhere via a Web browser
 e.g., Gmail
 Web-based general application = cloud application
 Google Docs, Google Spreadsheets, Google Drive,…
 Amazon.com’s Web Services

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 Cloud Computing Example
 Cloud computing is used in
 e-commerce, BI, CRM, SCM, …
 Business model
 Pay-per-use
 Subscribe/pay-as-you-go

 Companies that offer cloud-computing services

 Google, Yahoo!, Salesforce.com
 IBM, Microsoft (Azure)
 Sun Microsystems/Oracle

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 Cloud Computing and BI
 Cloud-based data warehouse
 1010data, LogiXML, Lucid Era SaaS
 Cloud-based ERP+DW+BI DaaS
 SAP, Oracle
SaaS
 Elastra and Rightscale DaaS
 Amazon.com and Go Grid + IaaS

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 Cloud Computing and
Service-Oriented Thinking
 Service-oriented thinking is one of the
fastest-growing paradigms today
 Toward building agile data, information,
and analytics capabilities as services
 Service orientation + DSS/BI
 Component-based service orientation
fosters
 Reusability, Substitutability, Extensibility,
Scalability, Customizability, Reliability, Low
Cost of Ownership, Economy of Scale,…
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 Service-Oriented DSS/BI

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 Major Components of
Service-Oriented DSS/BI

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 Major Components of
Service-Oriented DSS/BI
 Data-as-a-Service (DaaS)
 Accessing data “where it lives”
 Enriching data quality with centralization
 Better MDM, CDI
 Access the data via open standards such as
SQL, XQuery, and XML
 NoSQL type data storage and processing
 Amazon’s SimpleDB
 Google’s BigTable

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 Major Components of
Service-Oriented DSS/BI
 Information-as-a-Service (IaaS)
 “Information on Demand”
 Goal is to make information available quickly
to people, processes, and applications across
the business (agility)
 Provides a “single version of the truth,” make
it available 24/7, and by doing so, reduce
proliferating redundant data and the time it
takes to build and deploy new information
services
 SOA, flexible data integration, MDM, …
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 Major Components of
Service-Oriented DSS/BI
 Analytics-as-a-Service (AaaS)
 “Agile Analytics”
 AaaS in the cloud has economies of scale,
better scalability, and higher cost savings
 Data/Text Mining + Big Data  Cloud
Computing
 Storage and access to Big Data
 Massively Parallel Processing
 In-memory processing
 In-database processing
 Resource polling, scaling, cost and time saving, …
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 Impacts of Analytics in
Organizations: An Overview
 New Organizational Units
 Analytics departments
 Chief Analytics Officer, Chief Knowledge Officer
 Restructuring Business Processes and Virtual
Teams
 Reengineering and BPR
 Job Satisfaction
 Job Stress and Anxiety
 Impact on Managers’ Activities/Performance
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 Issues of Legality, Privacy,
and Ethics
 Legal issues to consider
 What is the value of an expert opinion in court
when the expertise is encoded in a computer?
 Who is liable for wrong advice (or information)
provided by an intelligent application?
 What happens if a manager enters an incorrect
judgment value into an analytic application?
 Who owns the knowledge in a knowledge base?
 Can management force experts to contribute their
expertise?

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 Issues of Legality, Privacy,
and Ethics
 Privacy
 “the right to be left alone and the right to be free
from unreasonable personal intrusions”
 Collecting Information About Individuals
 How much is too much?
 Mobile User Privacy
 Location-based analysis/profiling
 Homeland Security and Individual Privacy
 Recent Issues in Privacy and Analytics
 “What They Know” about you (wsj.com/wtk)
 Rapleaf (rapleaf.com), X + 1 (xplusone.com), Bluecava
(bluecava.com), reputation.com, sociometric.com...
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 Issues of Legality, Privacy,
and Ethics
 Ethics in Decision Making and Support
 Electronic surveillance
 Software piracy
 Invasion of individuals’ privacy
 Use of proprietary databases
 Use of knowledge and expertise
 Accessibility for workers with disabilities
 Accuracy of data, information, and knowledge
 Protection of the rights of users
 Accessibility to information
 Personal use of corporate computing resources
 … more in the book
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 An Overview of
The Analytics Ecosystem
 Analytics Industry Clusters
 Data Infrastructure Data Warehouse Providers
 Middleware/BI Platform Industry
 Data Aggregators/Distributors
 Analytics-Focused Software Developers
 Application Developers or System Integrators
 Analytics User Organizations
 Analytics Industry Analysts and Influencers
 Academic Providers and Certification Agencies
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 Analytics Ecosystem

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 Analytics Ecosystem - Titles of
Analytics Program Graduates
 Masters Degrees
 UG Degrees
 Certificate Programs
 …
 Data Scientist
 …
 Decision Science
 Marketing Analytics
 Management Science
 …
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 End-of-Chapter Application Case
Southern States Cooperative
Optimizes its Catalog Campaign

Questions for Discussion

1. What is the main business problem faced by
Southern States Cooperative?
2. How was predictive analytics applied in the
application case?
3. What problems were solved by the optimization
techniques employed by Southern States
Cooperative?
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 End of the Chapter

 Questions, comments

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 All rights reserved. No part of this publication may be reproduced,
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without the prior written permission of the publisher. Printed in the
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