Download Chapter 2: Information Systems and Strategy

Chapter 7:
Business Intelligence and
Decision Support
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 7 - 1
Learning objectives
1.
2.
3.
4.
5.
Decision making
Business intelligence
Data mining
Web analytics
Dashboards and portals
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 7 - 2
Police department
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•
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Data mining to deploy officers
47% decline in complaints
246% increase in recovered weapons
$15,000 HR savings during shift
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 7 - 3
Business intelligence
• Information for data-driven decision making
• Includes software applications, technologies,
and practices
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Chapter 7 - 4
Levels of decision making
• Strategic
• Tactical
• Operational
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 7 - 5
BI sources
Internal
External
• Transactional
databases
• Cloud
• External databases
• Data warehouses
• Web sites, social
networks, and text
messages
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Chapter 7 - 6
Analyzing patterns
• Online analytical processing
• Statistics and modeling techniques
• Text mining
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Chapter 7 - 7
Simulating and forecasting
• What-if analysis
• Goal seeking and optimization
• Forecasting
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Chapter 7 - 8
Artificial intelligence
Examples
• Amazon.com
• ALADDIN
Challenge
• Scammers
• CAPTCHA
• Jeopardy!
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Chapter 7 - 9
Artificial intelligence
applications
• Robotics
• Expert systems
• Neural nets
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Chapter 7 - 10
Web analytics
• Website
• Social media
• E-commerce
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Chapter 7 - 11
Analyzing traffic
• Analyzing software
• Reaching goals
• Ad effectiveness
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Chapter 7 - 12
Dashboards
• Graphical user interface
• Key performance indicators
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Chapter 7 - 13
Portals
• Variety of information on one screen
• Enterprise portal
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Chapter 7 - 14
Mashups
• Aggregate data from multiple sources
• Customizable web pages
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Chapter 7 - 15
Human element
• Although humans choose intelligence, tools
and interpretation, they have weaknesses
• Must consider human motives in design and
implementation of information systems
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 7 - 16
Summary
1.
2.
3.
4.
5.
Decision making
Business intelligence
Data mining
Web analytics
Dashboards and portals
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 7 - 17
Insurance Fraud case
• $68 billion lost in fraud each year
• Fraud detection systems rely on rules and
patterns detected by analytic engines
• Analysts work closely with investigators to
apply human judgment as they create new
rules and follow data leads
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 7 - 18
New York Jets case
• Command Center—four-panel touch screen
• Real-time aggregated data
• Fan dashboard
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Chapter 7 - 19
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Chapter 7 - 20