Analytics: Server Architect for Analytical Applications (Siebel 7.

7)

Module 1: Siebel Analytics Overview

Module Objectives
After

completing this module you will be able to:

Define and describe business analytics and business intelligence Identify the analytics business challenge and the solution provided by Siebel Analytics products Define and describe data warehousing Define and describe data modeling Identify and describe the Siebel Analytics products and components used to support business intelligence requirements
Why

you need to know:

Provides a big picture overview to set the context for the remainder of the course

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What Is Business Analytics or Business Intelligence?

Provides the data and tools users need to answer questions that are important to running the part of the business for which they are responsible
Determine if the business is on track Identify where things are going wrong Take and monitor corrective actions Spot trends
Show me the most effective promotions Show me customers most likely to switch Show me products that are not profitable Compare sales this quarter with sales a year ago Show me sales for each district by month

Examples:

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Business Analytics Challenges

Large and changing data volumes Differing requirements Ineffective tools

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Large and Changing Data Volumes

Large amounts of data need to be accessed to provide meaningful results

Data may reside in many systems Results may require accessing millions of records Data volumes are ever-increasing

Data require changes based on business requirements Data organization may make access difficult, time consuming, and resource-intensive

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Differing Requirements

Based on the role of the user, different questions need to be answered Level of data detail required will vary
Summarized data is appropriate for executives, but details are required at lower levels

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Ineffective Tools

Analysis tools are often difficult to master, not easy to use, and specialized
May require detailed knowledge of the data layout and special syntax May require manual consolidation of results from multiple sources Are often complex and single-purpose: query versus analysis

Reporting tools are often static or fixed and do not allow for interactivity
Questions may be asked, but cannot be answered Drill down is often impossible, making causes difficult to determine

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Solution: Siebel Analytics

Provides insight, processing, and prebuilt solutions that allow users to seamlessly access critical business information and acquire the business intelligence to achieve optimal results

Act
Optimal Results

Assess

Diagnose

Identify

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Siebel Analytics

Is a next generation business intelligence platform

Provides optimized intelligence to take advantage of relational database technologies

Accesses data regardless of its organization or layout

Leverages and extends common industry techniques

Data warehousing Dimensional modeling

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Data Warehousing

Brings together data from many sources Organizes data for analytical processing
Denormalize data: Duplicate and flatten data structures Reduce joins: Reduce the number of tables and relationships Simplify keys: Use surrogate keys such as a sequence number Employ star schemas: Simplify relationships between tables

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Organizing Data

Two major ways to organize data, each optimized for different uses
Transactional systems

Organize data to optimize transactional throughput: inserts, updates, and deletes Example: Siebel transactional database

Analytical systems

Organize data to optimize queries on large datasets on separate database instance Example: Siebel Relationship Management Warehouse (SRMW)

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Transactional vs. Analytical Systems

Transactional System
Database

Analytical System

Manages individual transactions Write-intensive Constant updates, inserts, and deletes Queries return small datasets Little data aggregation Reports require calculation Data optimized for storage and read/write performance Data relatively normalized Multiple table joins

Responds to analysis queries Read-intensive Static data loads Queries return large datasets Data highly aggregated Data pre-calculated for reporting Data optimized for Query performance Data denormalized, flattened Minimal table joins

Use

Data entry Data retrieval

Reports Charts and pivot tables

Examples

Siebel Sales, Siebel Call Center Siebel database

Siebel Analytics Siebel Relationship Management Warehouse

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Transactional vs. Analytical Systems: Database Schema

Transactional schema optimized for read/writemultiple joins

Analytics schema optimized for querying large datasetsfew joins

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Star Schema

Organizes data into a central fact table with surrounding dimension tables Each dimension row has many associated fact rows Dimension tables do not directly relate to each other

Dimension

Dimension

Fact

Dimension

Dimension
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Fact

Contains business measures or metrics

Data is often numerical

Is the central table in the star

Dimension

Dollars Units Shipments

Dimension

Fact

Dimension

Dimension

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Dimension

Contains attributes or characteristics about the business

Data is often descriptive (alphanumeric)

Qualifies the fact data

Name Address

Customer

Product Name Product Line

Sales

Program

Name Format Time Month Year

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User Friendly

Models the way users think about data Enables data to be understood and analyzed

Dollars, Units, Shipments by Product

Customer

Dollars, Units, Shipments by Customer

Product

Sales

Program

Dollars, Units, Shipments by Time

Time

Dollars, Units, Shipments by Program

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Star Schema Example

Sales fact table with dimension tables and relationships

CUSTOMER DIMENSION
ROW_WID 17023 17054 17056 CUST_NAME A. K. Parker Betta Builders CostCutter Stores OTHER ... ... ...

PRODUCT DIMENSION
ROW_WID 12091 12093 12095 PROD_NAME Widget Super Widget Lite Widget OTHER ... ... ...

SALES FACT
ROW_WID 1 2 3 CUST_ID 17023 17054 17023 PER_ID 26031 26031 26033 PROD_ID 12093 12091 12091 QTY_ORDERED 5 15 5 QTY_SHIPPED 4 10 3 AMT 100 150 50

Fact table contains measures to be analyzed

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PERIOD DIMENSION
ROW_WID 26031 26033 26075 DATE 1/1/2004 2/1/2004 3/1/2004 OTHER ... ... ...

Dimension tables contain characteristics that qualify the facts

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Dimensional Modeling

Is a technique for logically organizing business data in a way that helps end users understand it
Data is separated into facts and dimensions Users view facts in any combination of the dimensions

Allows users to answer Show me X by Y by Z type questions

Example: Show me sales by product by month
Fact Dimension Dimension

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Siebel Analytics Products

Siebel Analytics is sold in two varieties

Siebel Analytics standalone Siebel Analytics Applications

Access Siebel data only (CRM Edition) Access Siebel and/or other data (Enterprise Edition)

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Siebel Analytics Standalone

Provides a platform to model data so users can understand it Provides server to generate SQL and seamlessly access and manipulate data from multiple sources Provides a simple to use, highly interactive, Web-based analysis tool and the ability to pre-construct dynamic reports and alerts

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Siebel Analytics Applications

Provides all that the standalone application does, plus:

Applications for common industry analytical processing such as Service Analytics, Sales Analytics, Pharma Analytics, and so on Prebuilt role-based dashboards to support the needs of line managers to chief executive officers A prebuilt database (Siebel Relationship Management Warehouse) designed for analytical processing with prebuilt routines to extract, load, and transform data from the Siebel eBusiness application (transactional) database

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Siebel Analytic Components

Siebel Intelligence Dashboards Siebel Answers Siebel Delivers Siebel Analytics Server and Siebel Analytics Web Siebel Relationship Management Warehouse (SRMW) Siebel Analytics Administration Tool

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Siebel Intelligence Dashboards

Web user interface to analytical information

Overviews
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Summaries

Graphics
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Siebel Answers

On-demand user interface to analytical information

Point-and-click analytics

On-demand query requests

Easy charting Real-time answers to requests

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Siebel Delivers

Platform to launch jobs and proactively deliver results to users

Scheduled intelligence Bots (iBots) Proactive delivery of real-time, personalized, and actionable intelligence via Web, wireless, mobile, and voice

Capabilities and content tailored to the device

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Siebel Analytics Server and Siebel Analytics Web

Services that access data and return results to the user Determine appropriate source, generate SQL, and merge and sort as necessary

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Siebel Relationship Management Warehouse

Prebuilt database in star schema format Uses Siebel Analytics tools to design, manage, and run routines to extract, transform, and load (ETL) data from the Siebel eBusiness Applications (transactional) database and external databases
Data is loaded into prebuilt star schemas from tables in the Siebel transactional database W_GEO_D W_TERR_D W_INDUSTRY_D W_REV_F W_OFFER_D W_POSITION_D

W_PRODUCT_D

W_OPTY_D
W_PERSON_D
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W_ORG_D
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Siebel Analytics Administration Tool

Tool to build a metadata model Outputs a repository file that is used by the services to resolve requests in an optimized fashion

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Siebel Analytics Complete Solution

Summary of Siebel Analytics as defined in this module:

Browser eMail WAP/Voice PDA Pager

Siebel Analytic Applications Verticals: Auto, Consumer Sector, Life Sciences, CME, Finance, Insurance Horizontals: Customer, Sales, Service, Marketing, Executive, PRM, ERM
Siebel Answers & Intelligence Dashboard (Interactive Access) Siebel Delivers iBots Technology (Proactive Alerts) Siebel Analytics Server Access (Open Interface)

Siebel Analytics Server

XML Merchant
RDBMS

Legacy/ Host

Siebel DB

Operational Sources
Module 1: Siebel Analytics Overview

SRMW server with prebuilt ETL programs

Siebel Relationship Management Warehouse

Existing ODS, Data Warehouses, Data Marts

Analytical Sources
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This Course

Focuses on building an initial Siebel Analytics repository in a standalone environment Companion courses:
Data Warehouse Developer

For individuals whose major role is to extract, transform, and load data from Siebel applications and other data sources into the Siebel Relationship Management Warehouse Enables students to install, design, customize, and configure the Siebel Relationship Management Warehouse

Application Developer

For individuals whose major role is to create, modify, and administer Siebel Analytics Requests and Intelligence Dashboards Enables students to create, modify, and administer Intelligence Dashboards for both standalone and integrated Siebel Analytics applications

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Certification

Three role-based certifications and one master-level certification are available

Certified Analytics Application Developer

Certified Master Analytics Consultant

Certified Analytics Data Warehouse Developer

Certified Analytics Server Architect

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Summary
This

module showed you how to:

Define and describe business analytics and business intelligence Identify the analytics business challenge and the solution provided by Siebel Analytics products Define and describe data warehousing Define and describe data modeling Identify and describe the Siebel Analytics products and components used to support business intelligence requirements

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