Avoiding Common OBIEE Mistakes. Learning from Post-Implementation Assessments

Transcription

1 Avoiding Common OBIEE Mistakes Learning from Post-Implementation Assessments

2 Agenda Agenda BI First Impressions BI Defined Transformation Components Case Studies o Data Storage o Metadata Definitions o Dashboards & Reports o User Analysis Summary Questions Archetype Consulting, Inc Confidential > 2

3 First Impressions of Business Intelligence Raw Data business intelligence is Better Business Decisions brilliant! Lets install it right away! Archetype Consulting, Inc Confidential > 3

4 A Closer look at BI Forrester s Definition business intelligence is defined as: Strategic Insights Operational Insights Tactical Insights Transformation occurs through: Methodologies Processes Architectures Technologies + Best Practices = BI Success Archetype Consulting, Inc Confidential > 4

5 BI Transformation Components How it all comes together Data Storage Metadata Definitions Dashboards & Reports User Analysis Archetype Consulting, Inc Confidential > 5

6 Data Storage

7 Wayne Enterprises An Overview Applications Siebel Marketing, Call Center & Analytics Business Unit Marketing The Problem The Cause The Catch Wayne Enterprises marketing department could not execute their 20 daily campaigns within 24 hours Frequently requested, 3 rd party data was being stored in a remote area of the marketing database causing slow running marketing programs The 3 rd party data was correctly being stored in a proven Oracle out of the box data schema. Archetype Consulting, Inc Confidential > 7

8 Technical Terms often heard at Wayne Enterprises Target Level Segment Qualified List Item (QLI) Marketing Cache Campaign Load Format a list of fields that can be used to create a segment contains business logic that describes the required criteria of a marketing campaign the targeted entity of a segment address as Qualified List Item Data that satisfies segment criteria will be store the QLI value into a temporary Marketing Cache table The layout of campaign data exported to the transactional application system Segment is not null AND Request = Brand A MC_TARGET_LEVEL QLI MichaelTGriffith@example.com CharlesFVazquez@example.com LarryDSchulte@example.com MiriamRDietz@example.com GUID 2801WQS 2801WQS 2801WQS 2801WQS Example Fields First Name Last Name Address Request ID Package ID Consumer ID Archetype Consulting, Inc Confidential > 8

9 Uncovering the Issue Wayne Enterprises Tracing the Campaign Execution 1. Marketing Campaign Segment is scheduled in Siebel Marketing (OLTP) and a query is executed against OLAP database (Siebel Analytics) 2. Query results are stored in MC_Target_Level table 3. Attributes are added to the segment results in MC_Target_Level defined in the campaign load so that it can be loaded into OLTP (Call Center, Siebel Marketing) Archetype Consulting, Inc Confidential > 9

10 Capturing the SQL Wayne Enterprises Campaign Load Format DISCOVERIES Poor SQL RED highlights show Outer joins to dimension extension tables (_DX) Out of the box 3 rd party assigned columns This SQL statement executes for each of the 20 daily campaigns (select distinct T "ROW_WID" as c1, T "LAST_NAME" as c2, T "FST_NAME" as c3, T "PRSP_CON_UID" as c4, T "INTEGRATION_ID" as c5, T "INTEGRATION_ID" as c6, T "ADDRESS_KEY" as c7, T "PERSISTENT_ID" as c8, T "ROW_WID" as c9, concat(coalesce(cast(t "integration_id" as VARCHAR ( 20 ) ), ''), coalesce('~', '')) as c10, T "ADDRESS_KEY" as c11, T "ROW_WID" as c12, T "ST_ADDRESS" as c13, T "ST_ADDRESS2" as c14, T "CITY" as c15, T "STATE" as c16, T "ZIPCODE" as c17, T "COUNTRY" as c18, T "INTEGRATION_ID" as c20, T "PROVIDED_MODEL_NUM" as c21, T "SERIAL_NUM" as c22, T "ROW_WID" as c23, concat(coalesce(cast(t "integration_id" as VARCHAR ( 20 ) ), ''), coalesce('0', '')) as c24 from "SIEBEL"."W_PERSON_D" T259555, "SIEBEL"."W_PERSON_DX" T259574, "SIEBEL"."W_ORG_DX" T259552, "SIEBEL"."W_ORG_D" T259551, "SIEBEL"."W_ASSET_D" T259557, "SIEBEL"."W_ASSET_F" T where ( and "SIEBEL"."W_PERSON_D"."ROW_WID" += "SIEBEL"."W_PERSON_DX"."ROW_WID" and "SIEBEL"."W_ASSET_D"."ROW_WID" = "SIEBEL"."W_ASSET_F"."ASSET_WID" and "SIEBEL"."W_ORG_D"."ROW_WID" = "SIEBEL"."W_ASSET_F"."ACCNT_WID" and "SIEBEL"."W_ORG_D"."ROW_WID" += "SIEBEL"."W_ORG_DX"."ROW_WID" and "SIEBEL"."W_PERSON_D"."ROW_WID" = "SIEBEL"."W_ASSET_F"."CONTACT_WID" and "SIEBEL"."W_PERSON_D". FST_NAME is not null and "SIEBEL"."W_PERSON_D"."PRSP_CON_UID" is not null and "SIEBEL"."W_PERSON_D"."LAST_NAME" is not null Archetype Consulting, Inc Confidential > 10

11 Technical Solution Wayne Enterprises Moving the 3 rd Party data All 3 rd party data in the campaign load format was moved from the dimension extension tables to the dimensions themselves. Wayne Enterprise s marketing programs were completing in 1/3 of the original execution time, allowing for all daily campaigns to be completed Archetype Consulting, Inc Confidential > 11

12 The Origin of the Problem Wayne Enterprises Preventative measures Both Business and IT failed to communicate The Business failed to communicate workload of marketing campaigns. The Business also felt IT s first priority was not to help the enable business activities IT followed best practices by limiting any customization to out of the box data mappings IT failed to understand how 3 rd party was going to be used Organizational Solution SME s from IT and business created weekly check in meetings to more closely understand each other s issues and discover areas for improvement Archetype Consulting, Inc Confidential > 12

13 Metadata Definitions

14 Vandelay Industries Problems with the Metadata The Problem The Cause The Catch Dashboard reports are showing that customers are requesting movies from one trilogy but receiving movies from another trilogy The dashboard reports were comparing consumer requests (at the request level) to consumer fulfillment (at the consumer level). The issue occurred when segment results of two target levels with different granularity are stored in the same history table Archetype Consulting, Inc Confidential > 14

15 Vandelay Industries Movies by Mail Division A Recent Promotion MOVIE TRILOGY SPECIAL! FOR THE PRICE OF START NOW BY PICKING A MOVIE TRILOGY receive your 1 st movie in a few days your 2 nd movie will arrive in a week in two weeks, you ll receive the 3 rd Archetype Consulting, Inc Confidential > 15

16 Keanu Reeves entered The Matrix Trilogy Vandelay Industries OLAP DATA WAREHOUSE CUSTOMER ORDERS Data stored in customer order fact ORDER ID ORDER DATE CUSTOMER ID CUSTOMER SOURCE REQUEST /12/ SEAN ASTIN TRILOGY PROMO LORD OF THE RINGS /8/ KEANU REEVES TRILOGY PROMO THE MATRIX /20/ HARRISON FORD TRILOGY PROMO INDIANA JONES /18/ HARRISON FORD TRILOGY PROMO STAR WARS Archetype Consulting, Inc Confidential > 16

17 The Matrix Segment Chooses Keanu How Keanu gets his first movie OLAP DATA WAREHOUSE SEGMENT: Matrix 1 Vandelay Industries CUSTOMER ORDERS Target Order ID s where SOURCE = TRILOGY PROMO REQUEST = THE MATRIX ORDER ID NOT IN MOVIES SHIPPED ORDER ID CUSTOMER SOURCE REQUEST 1001 KEANU REEVES TRILOGY PROMO THE MATRIX Order ID triggers the first movie to be sent Marketing Cache (segment results) QLI GUID 1001 SEGMENT: Matrix Archetype Consulting, Inc Confidential > 17

18 Campaign Load Format Saving the History How Keanu gets his first movie First Name Last Name Source Order Id Movie Vandelay Industries Marketing Cache (segment results) QLI GUID 1001 SEGMENT: Matrix Using the Order ID, the Campaign Load Format adds Order Attributes CUSTOMER ORDERS SHIPPING HISTORY Shipping Vendor Campaign Load File SHIP ID 1021 SHIPMENT DETAILS CUSTOMER ITEM SEQUENCE ORDER ID KEANU THE 1 of REEVES MATRIX Archetype Consulting, Inc Confidential > 18

19 A Different Matrix Segment Chooses Keanu One Week Later Vandelay Industries OLAP DATA WAREHOUSE SHIPPING HISTORY SEGMENT: Matrix 2 (Reloaded) Target CUSTOMER IDs where ITEM = THE MATRIX SHIP DATE = TODAY() 7 Customer ID in Shipping History triggers the 2 nd movie to be sent SHIP ID SHIP DATE CUSTOMER ID CUSTOMER ITEM SEQUENCE ORDER ID KEANU THE /8/ of REEVES MATRIX QLI Marketing Cache (segment results) GUID 14 SEGMENT: Matrix 2 (Reloaded) Archetype Consulting, Inc Confidential > 19

20 Campaign Load Format Saving the History First Name Last Name Source Order ID Movie Using the Order ID, the Campaign Load Format adds Order Attributes SHIPPING HISTORY Marketing Cache (segment results) QLI Vandelay Industries GUID 27 SEGMENT: Matrix 2 (Reloaded) Shipping Vendor Campaign Load File SHIPMENT DETAILS SHIP ID CUSTOMER ITEM SEQUENCE ORDER ID 1021 KEANU REEVES THE MATRIX 1 of KEANU REEVES THE MATRIX RELOADED 2 of Archetype Consulting, Inc Confidential > 20

21 The Harrison Ford Problem When a Customer Orders more than 1 Trilogy Vandelay Industries Requests ORDER ID ORDER DATE CUSTOMER ID CUSTOMER SOURCE REQUEST /16/ HARRISON FORD TRILOGY PROMO INDIANA JONES /18/ HARRISON FORD TRILOGY PROMO STAR WARS Shipping History SHIP SHIPPED CUSTOMER ID DATE ID ITEM SEQUENCE ORDER ID ORDER REQUEST 957 2/17/ RAIDERS OF THE LOST ARK 1 of INDIANA JONES 962 2/19/ STAR WARS 1 of STAR WARS 989 2/25/ TEMPLE OF DOOM 2 of STAR WARS 992 2/27/ THE EMPIRE STRIKES BACK 2 of STAR WARS /5/ THE LAST CRUSADE 3 of INDIANA JONES /7/ RETURN OF THE JEDI 3 of INDIANA JONES????!!!! Archetype Consulting, Inc Confidential > 21

22 The Harrison Ford Problem explained Vandelay Industries Using Customer ID to create Campaign Load File Campaign Load Format First Name Last Name Source Order ID Movie QLI Marketing Cache (segment results) GUID 27 SEGMENT: IND. JONES 2 (Temple of Doom) SHIPPING HISTORY Customer ID cannot accurately select the Order ID if there are multiple. The system selects one, often times incorrectly. SHIP SHIPPED CUSTOMER ID DATE ID ITEM SEQUENCE ORDER ID ORDER REQUEST 957 2/17/ RAIDERS OF THE LOST ARK 1 of INDIANA JONES 962 2/19/ STAR WARS 1 of STAR WARS Campaign Load File CUSTOMER ID ITEM ORDER ID ORDER REQUEST 27 TEMPLE OF DOOM 1003 STAR WARS Archetype Consulting, Inc Confidential > 22

23 Fixing the Harrison Ford Problem Change the Target of the Segment Vandelay Industries SEGMENT: IND. JONES 2 (Temple of Doom) Target CUSTOMER IDs ORDER IDs where ITEM = RAIDERS OF THE LOST ARK SHIP DATE = TODAY() 7 Change CUSTOMER ID to ORDER ID Marketing Cache (segment results) QLI GUID 1002 SEGMENT: IND. JONES 2 (Temple of Doom) SHIP SHIPPED CUSTOMER ID DATE ID ITEM SEQUENCE ORDER ID ORDER REQUEST 957 2/17/ RAIDERS OF THE LOST ARK 1 of INDIANA JONES 962 2/19/ STAR WARS 1 of STAR WARS Archetype Consulting, Inc Confidential > 23

24 The Other Issue Preventative measures Vandelay Industries Both Business and IT failed to communicate Business failed to express importance of requests to movie tracking functionality during implementation IT failed to recognize the inconsistencies within its own data and understand basic business need Organizational Solution Business started hiring more technical SME s for internal communications with IT Archetype Consulting, Inc Confidential > 24

25 Dashboards & Reports

26 Quality KPI s Everything else is misleading The Myth Brand Metrics Year to Date KPI - Inbound Calls Reaction Wow, Brand B is doing great! The Truth Marketing Spend 33% 34% Brand A Brand B Brand C 33% Total Marketing Spend $30, Call Center Volume (inbound calls) Brand A Brand B Brand C KPI Qualified Leads Reaction The automated messaging system for Brand B is not capturing leads! Qualified Leads Brand A Brand B Brand C Unique Consumers with a valid address or Archetype Consulting, Inc Confidential > 26

27 Show Volume not just % Comparing Similar Units Which Brand is doing better? Brand A Brand B Qualified Leads Unqualified Qualified Leads Unqualified 10% 49% 51% Now what do you think? 90% Lead Types by Brand 0 Qualified Leads Unqualified Brand A 72 8 Brand B Archetype Consulting, Inc Confidential > 27

28 Rounding to the Millions Remember the little guys Example A shows expected scenario Example A. Rounded Actual Premiums earned ,321, Net investment income 40 39,989, Net realized investment gains/(losses) - 21, Fee and other revenues 3 3,018, Total Revenues ,350, Example B shows unexpected scenario Example B. Rounded Actual Premiums earned - 412, Net investment income - 448, Net realized investment gains/(losses) - 401, Fee and other revenues - 422, Total Revenues 2 1,685, If needed, consider rounding to a lower value Archetype Consulting, Inc Confidential > 28

29 User Analysis

30 Do you know your End Users? A few questions to ask yourself Do you have smart/proactive end users? Yes s Do they work in a fast, results driven climate? Yes Do s you know what they are responsible for? I have an idea During s their busy peaks do you see a big increase in requests? A little Did you answer anything like this? It might be time to conduct an internal assessment to uncover some areas for improvement and automation opportunities Archetype Consulting, Inc Confidential > 30

31 Discovering Offline Activities of your Users Opportunity Gold Mine Example Financial Reporting Process Map Discoveries Included Group Handoffs Manual Calculations Reporting off Excel Files (5 Layers Deep) Multiple data sources Archetype Consulting, Inc Confidential > 31

32 Solutions to the Madness Technical Answers & Preventative Methods Technical Push all manual activities to the data source & reporting tool Review reporting deliverables and make them available in the reports Preventative Methods Determine an agreed upon review period and conduct workshops to expose activity opportunity areas Prioritize biggest impact areas first APPLICATION LAYER METADATA LAYER DATA LAYER BUSINESS USERS MAPPING DATA WAREHOUSE HR SALES FINANCE PROJECT TRACKING Archetype Consulting, Inc Confidential > 32

33 Lessons Learned In BI, most problems start because of a lack of understanding between Business and IT Below are ways to remove the communication barrier between Business and IT and minimize risk in any Business Intelligence Project Open up communication with IT to help them understand Business Goals and Objectives Give purpose behind all IT requests Understand at a high level what the effort level is when asking something of IT Understand purpose behind all requests by the Business Understand all activities of Business Users, even offline. Enabling technology for Business activities is the first priority of IT, this outweighs all Best Practices Archetype Consulting, Inc Confidential > 33

34 Questions? Brian Halloran