1. Exploring Business Intelligence
UNIT TWO
Exploring Business Intelligence

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

3. Valuing Organizational Information
CHAPTER 6
Valuing Organizational Information

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

5. 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

6. 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

7. ORGANIZATIONAL INFORMATION
Levels, formats, and granularities of organizational information

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

9. 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

10. 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

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

12. THE VALUE OF QUALITY INFORMATION
Low quality information example

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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.

19. 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?