Exploring Business Intelligence UNIT TWO Exploring Business Intelligence

UNIT TWO Chapter Six – Valuing Organizational Information Chapter Seven – Storing Organizational Information—Databases Chapter Eight – Accessing Organizational Information—Data Warehouse

Valuing Organizational Information CHAPTER 6 Valuing Organizational Information

LEARNING OUTCOMES 6.1 Describe the broad levels, formats, and granularities of information 6.2 Differentiate between transactional and analytical information

LEARNING OUTCOMES 6.3 List, describe, and provide an example of each of the five characteristics of high quality information 6.4 Assess the impact of low quality information on an organization and the benefits of high quality information on an organization

ORGANIZATIONAL INFORMATION Information is everywhere in an organization Employees must be able to obtain and analyze the many different levels, formats, and granularities of organizational information to make decisions Successfully collecting, compiling, sorting, and analyzing information can provide tremendous insight into how an organization is performing

ORGANIZATIONAL INFORMATION Levels, formats, and granularities of organizational information

THE VALUE OF TRANSACTIONAL AND ANALYTICAL INFORMATION Transactional information verses analytical information

THE VALUE OF TIMELY INFORMATION Timeliness is an aspect of information that depends on the situation Real-time information – immediate, up-to-date information Real-time system – provides real-time information in response to query requests

THE VALUE OF QUALITY INFORMATION Business decisions are only as good as the quality of the information used to make the decisions You never want to find yourself using technology to help you make a bad decision faster

THE VALUE OF QUALITY INFORMATION Characteristics of high-quality information include:

THE VALUE OF QUALITY INFORMATION Low quality information example

Understanding the Costs of Poor Information The four primary sources of low quality information include: Online customers intentionally enter inaccurate information to protect their privacy Information from different systems have different entry standards and formats Call center operators enter abbreviated or erroneous information by accident or to save time Third party and external information contains inconsistencies, inaccuracies, and errors

Understanding the Costs of Poor Information Potential business effects resulting from low quality information include: Inability to accurately track customers Difficulty identifying valuable customers Inability to identify selling opportunities Marketing to nonexistent customers Difficulty tracking revenue due to inaccurate invoices Inability to build strong customer relationships

Understanding the Benefits of Good Information High quality information can significantly improve the chances of making a good decision Good decisions can directly impact an organization's bottom line

OPENING CASE STUDY QUESTIONS It Take A Village to Write an Encyclopedia Determine if an entry in Wikipedia is an example of transactional information or analytical information Describe the impact to Wikipedia if the information contained in its database is of low quality Review the five common characteristics of high quality information and rank them in order of importance to Wikipedia Explain how Wikipedia is resolving the issue of poor information

CHAPTER SIX CASE Political Microtargeting: What Data Crunchers Did for Obama The word data was spoken within three minutes of President Obama’s inauguration speech Capturing and analyzing data was crucial to Obama's campaign strategy Throughout Obama’s campaign he identified potential swing voters to help win the election

CHAPTER SIX CASE QUESTIONS Describe the difference between transactional and analytical information and determine which types Spotlight used to identify its 10 tribes Explain the importance of high quality information for political microtargeting Review the five common characteristics of high quality information and rank them in order of importance for political microtargeting.

CHAPTER SIX CASE QUESTIONS In terms of political microtargeting explain the following sentence: It is never possible to have all of the information required to make a 100 percent accurate prediction Do you agree that political microtargeting signals the dehumanization of politics?