Adding Insight into Business Data with DB2 UDB Data Warehouse Editions

Transcription

1 IBM Software Group Adding Insight into Business Data with DB2 UDB Data Warehouse Editions DB2 Information Management Software Daniel Ling IBM Software Solution

2 Agenda The requirement of Business Intelligence The approaches of Business Intelligence IBM s Data Technology on Business Intelligence The DB2 Data Warehouse Edition Demo of BI Activator on DB2 Data Warehouse

3 Insights for Competitive Advantage Operational BI Information on demand Financial Analysis Fast, Scalable, Secure, Reliable Customer Analytics

4 Customer Insights Acquire, retain, & extend customer s lifetime value Get the right customers Retain the profitable ones Migrate low profit clients to low cost channels Solution areas Customer segmentation Customer acquisition Retention & Loyalty programs Winback Programs Campaign management Market basket analysis Profitability analysis Customer Analytics

5 No Surprises Forecasting Know what is happening before it happens Drill into the facts Track key performance indicators Precise Enterprises need precise forecasts Solution areas Financial consolidation Business Performance Management Balanced Scorecards Budgeting & planning ERP reporting Profitability analysis Financial Analysis

6 Insights Everywhere, Everyday Feed insights into current business processes Match demand to supply accurately Streamline regulatory compliance Monitor events and respond with optimum choice Solution areas Business Performance Monitoring Demand Planning Pricing elasticity analysis Risk & Compliance Category management Warranty & returns analysis Supply chain forecasting Procurement analysis Logistics trend analysis Workforce analysis Supplier scorecards Operational BI

7 Business Intelligence Essentials Consolidate & Integrate Database Services Interactive Analytics

8 BI Essentials -- Consolidate & Integrate Extracts Transform & Cleanse Integrate

9 BI Essentials -- Database Services Storage & Management Selection & Aggregation Information On Demand

10 BI Essentials -- Interactive Analytics Reports Prediction Scorecards Graphs Dashboards Alerts Portals Data Mining

11 Requirements by Type of BI User Analytic complexity high What will happen? Why did it happen? IT Power Users Business Users SDKs, open standards, data mining, performance, data sources Interactive queries, OLAP, analytic functions, statistics, simulations Static reports, report distribution, scorecards, L, ease of use What happened? low Casual Users Enterprise Users, Consumers, Partners Static reports, dashboards, ease of use, portlets, portlets, extranet access Population size

12 IBM s Business Intelligence Solution IBM Business Partners Consulting & Systems Integration DB2 Data Warehouse Edition Grid Computing Embedded Data Mining Federated access Parallel Speed & Scaling DB2 UDB Reference Architecture OLAP Acceleration Data Integration Query Management Real Time BI Query & Reporting

13 Innovations Moving Into DB2 Engine Business Partners & Developers personalization profiling Applications, Business Rules, OLAP, Spatial, Data Mining, IBM Research, web services, ML Functions DB2 Engine Layer Gray moving into Area RDBMS Vertical Industry functions, Client Tools

14 What We Sell for Business Intelligence Operational Databases Production Extract, transform, merge, load ETL metadata DB2 Warehouse Mgr DB2 Information Integrator Enterprise Data Warehouse DB2 UDB DB2 Query Patroller DB2 Data Propagator Line of Business Data Marts DB2 Cube Views DB2 OLAP Server End User Analytic Tools Data Mining Query & Reporting Spatial DB2 Intelligent Miner DB2 Spatial Extenders IBM Office Connect IBM AlphaBlox

15 OLAP Styles BI Tool Application BI Tool BI Tool Application Data Load SQL 3 SQL 2 SQL 1 RDBMS RDBMS MOLAP ROLAP Infrastructure # of users engine MOLAP BI client tools RDBMS architecture central cube 3-tier + RDBMS RDBMS via complex loading multistep SQL MQTs, MDC metadata in engine BI tool RDBMS Catalog Examples DB2 OLAP Server, Crystal, Cognos, Hyperion Essbase Bus.Obj. DB2 Cube Views speed of thought long queries short queries data strategy Summary only mostly detail data Details & Summarys

16 DB2 Cube Views = an OLAP Accelerator DB2 with Query Rewrite to Materialized Query Tables (MQTs) Aggregations: Cube, Rollup, Grouping sets Parallelism for querying, calculations, loading DBA Administration Wizard for cube definition, metadata modeling, and optimization Import/export utilities for metadata exchange with ISV products Multi-dimensional metadata inside DB2 metadata objects, relations described in ML for ease of use Application Programming interface SQL & ML based interfaces from DB2 to tools & applications CLI, ODBC, JDBC, stored procedures OLAP Web services Cube Views aka multidimensional MQTs

17 Cube Views Performance 5-month Database 800 no MQT with MQT seconds Q5-01 Q5-03 Q5-05 Q5-07 Q5-09 Q5-11 Q5-13 Q5-15 Q5-17 Q5-19 Q5-21 Q5-23

18 Metadata bridge with DB2 Cube Views ML 1 OLAP Metadata 1 ML OLAP Metadata OLAP Metadata OLAP Metadata DML DDL RDBMS Metadata DB2 Data Warehouse DATA OLAP Metadata OLAP Metadata OLAP Metadata OLAP Metadata BUSINESS OBJECTS OLAP Metadata Model & ETL tool metadata BI tool metadata

19 Intelligent Miner Modeling, Scoring, Visualization SQL Modeling Intelligent Miner Answers scores DB2 Data Warehouse PMML Model SQL Scoring Neural Nets Associations Time Series Radial Basis Decision Trees Regression clusters predict ions Outliers Decisions PM_usag e multi_lines wireless_rm T_rev98 call_card.47 MM_usag e multi_lines ISP_usa Call_waiting wireless_3t.44 MM_usag e T_rev98 Call_waiting call_card PM_usage.43 visualize res_bldg ISP_amt call_card ISP_amt wireless_3t MM_usag e Sys_rx_ft T_rev98 multi_lines Rtx rural_zip wireless_rm ISP_amt PM_usage call_card.29 Call_waiting multi_lines PM_usag e MM_usag e ISP_amt.27 MM_usag e T_rev98 rural_zip multi_lines PM_usage.19

20 Embedded Data Mining Mining invoked by end user tool Familiar, easy to use tool DB2 mining is just a menu button! Easy Data Mining capabilities Customer Segmentation Store Segmentation Promotion Targeting Market Basket Analysis Business analyst does the mining Expert data miner NOT required

21 Mining Mining results results appear appear and and are are invoked invoked from from screen screen automatically

22 Top BI Implementations by Industry Analytic Applications Customer Loyalty & Churn CRM direct mail Click Stream analysis Demand Planning Network Capacity Billing analysis Procurement Analytics Supplier scorecards Risk Mgmt Bus. Perf. Monitoring Budget planning Profit analysis Homeland Security Bank/ Fin. Insur Retail CPG Telco Mfg Govt. Products D,O,M,E,S D,O,M,E,S D,M,E D,O,E D,O,E D,E D,O,E D,O,E D,O,M,E,S D,O,E D,O,E D,O,E D,M,E,S D = DB2; O = DB2 OLAP Server; M = Intelligent Miner; E = DB2 Warehouse Manager/DataStage; S = Spatial

23 DB2 Data Warehouse Standard Edition What Is in the Box? DB2 UDB Workgroup Unlimited V8.1 DB2 Cube Views V8.1 DB2 Intelligent Miner Modeling V8.1 DB2 Intelligent Miner Visualization V8.1 DB2 Intelligent Miner Scoring V8.1 Office Connect Professional Edition V4.0 DB2 Warehouse Center V8.1 Value Query Performance OLAP summary reporting Mine the DB for patterns Visualize the patterns Score consumer accounts based on the patterns derived Query & reporting via L spreadsheets Extract, transform and load production data into DB2 Primarily for SMB customers, departmental, & developer warehouses or marts

24 DB2 Data Warehouse Enterprise Edition What Is in the Box? DB2 UDB Enterprise Server Edition V8.1 DB2 Cube Views V8.1 DB2 Intelligent Miner Modeling V8.1 DB2 Intelligent Miner Visualization V8.1 DB2 Intelligent Miner Scoring V8.1 Office Connect Web Enterprise Edition V4.0 DB2 Warehouse Manager Standard Edition V8.1 DB2 Query Patroller V8.1 DB2 Data Partitioning Feature V8.1 DB2 Information Integrator Standard Edition V8.1 (limited to ETL only) Value Query Performance OLAP summary reporting Mine the DB for patterns Visualize the patterns Score consumer accounts based on the patterns derived Query & reporting via spreadsheets Extract, transform and load production data into DB2 Manage queries for throughput Scalability via scale-out (clusters) Access to heterogeneous data for DB2 Warehouse Manager

25 DB2 Data Warehouse Base Edition What Is in the Box? DB2 UDB Enterprise Server Edition V8.1 DB2 Cube Views V8.1 DB2 Warehouse Center V8.1 Value Query Performance OLAP summary reporting Extract, transform and load production data into DB2 Primarily for SMB customers, departmental, & developer warehouses or marts

26 Portals Deliver KPIs to Everyone Business Performance Monitoring - BPM KPIs & Portlets B2B, B2C, B2E Portals Next generation website delivery mechanism for content, reports, transactions, & collaboration BI Reports delivery Ease of Use focus Portlets end user selected Personalized pages Search engines DB2 Data Warehouse WebSphere Portal Server WPS v1.2 - The Cutting Edge File Edit View Tools Help x Back Forward Stop Refresh Home Search Address: Azul Beach Product count by sales rep 000s Bikinis Sandals John Kiesel 12 5 Heidi Jones 15 9 Raffaele Bella 21 7 Paul Gittins 8 12 DanLing Yin 3 15 Dan Graham 33 6 Margin by customer 2Q History Mail Print Search 03/02/ :29:20 Carol Jones Customize Home Page Edit x Logout YTD Fins Up 15% 8% Yamato Sands 14% 14% Beachcomber 18% 23% Coute Azure 22% 16% Impanema City 26% 21% Returns by value $ by Region $ by Category Sales cost analysis 2Q01 3Q01 4Q01 1Q02 Central prior next? Past Due Service Requests portlet ERP Internet

27 Expanding BI Population Requires Scalability 1,000, ,000 10,000 1, Knowledge Workers, Statisticians Suppliers, Business Partners & Consumers Inquiries over internet Sales Force goes mobile Managers, Staff, Clerks, Call Centers 10 1 Executive Information Systems

28 Go With a Winner: DB2 #1 Bank of Montreal,The Data Warehousing Institute, CRM Best Practices, 5/03 #1 IBM Overall Winner & Channel Criteria Winner in Databases March 2004; DB2 Cube Views, CRN Test Center Recommended, July 2003 IBM DB2 8.1 hit the Bull s-eye. Analytic SQL is good; OLAP is comprehensive, open, and flexible; and data mining is powerful. Patricia Seybold Group, Nov 2003 DB2 UDB for Unix and Windows is a very capable platform, easily equal to or better than any other in this market based on scalability, flexibility, and price/performance. Feb 2004

29 How to Get Started Next Steps Identify high ROI business processes Meet with a vertical industry BI consultant for concepts and planning Define the business case with the executive sponsor Have IBM give demonstrations to the line of business users Help the CIO assess readiness Use the business case to control the project

30 The End Thanks for listening Daniel Graham/Somers/IBM Daniel Graham/Somers/IBM