Marketing Analytics
- 1. Marketing Analytics Pullman MBA Strategize. Analyze. Lead Mauricio Featherman, Ph.D.
- 2. Marketing Analytics: Transforming Data into Decisions We go thru the process of retrieving, integrating and copying data into a data warehouse. Next we use Visual Statistics and analytics programs to analyze the datasets Next recommend management action. $$
- 3. What will MKTG 555 cover? • Overview of Business Intelligence processes, technologies, job descriptions, etc. • Sense-making of BI industry: Coverage of MSFT’s BI Semantic Model – stack of technologies that manage, clean, harmonize, and store data, that is used for analysis & visualization • Coverage of key performance indicators – design, creation, usage of KPI’s • Coverage and implementation of statistics that perform descriptive, inferential and predictive analytics that turn data into insights and better decision-making
- 4. Will I receive hands-on exposure to relevant technologies which I can put on my resume? • Stating with a Corporate BI perspective - we use SQL Server to prepare the dataset (there is a chance we will use SAS in a similar fashion). • Next semester we replicate the process using a self- service BI perspective and Excel’s Power BI tools. • A module using SQL Server Reporting Services (SSRS) is also provided as it fits very well with SQL Server and is still very popular with recruiters
- 5. Will I receive hands-on exposure to relevant technologies which I can put on my resume? • We perform statistics and data mining using SAS • We perform data visualization with SAS or Tableau.
- 6. Connection to Data SQL Server Management Studio Stored procedures Internet connection to on-prem data assets or Cloud assets .NET Visual Studio using VB language And stored procedures
- 7. Connection to Data SQL Server Management Studio Stored procedures Internet connection to on-premises data assets or Cloud assets Reports, dashboards, story boards Stored procedures
- 8. Connection to Data SQL Server Management Studio Stored procedures Internet connection to on-prem data assets or Cloud assets SAS Visual Statistics and Visual Analytics
- 9. Connection to Data SQL Server Management Studio Stored procedures Internet connection to on-prem data assets or Cloud assets Stored procedures
- 10. Connection to Data SQL Server Management Studio Stored procedures Internet connection to on-prem data assets or Cloud assets Excel Pivot tables and Pivot Charts Stored procedures
- 11. Why so many IT approaches? • The more technologies you are familiar with the more you understand the overall BI Architecture picture and can lead a project • A mastery over technical tools fuels your ability to be a competent analyst • The more tools you have under your belt, the more likely you will NOT get an entry-level BI or analyst position (rather rise in stature)
- 12. Will I receive hands-on exposure to relevant technologies which I can put on my resume? blogs.lessthandot.com
- 13. What activities will the class consist of? • Class time – discussions, Q&A, demo’s, student presentations • Lab time – work with faculty and TA’s to gain hands-on experience with BI and BA technologies… and statistics • Video time – as individual assignments - review BI-related videos, take notes, answer questions, upload a summary to the CMS • Hands-on learning time @ Daily Grind– working in groups – work with hands-on technologies to deliver task requirements • Reading time – read, interpret, reflect on and summarize BI – related content – sometimes upload a review • Group time – work with group members on presentations & final project • Reflect time – consider BI/MBA issues in a free-form self-reflection
- 15. BI Systems are not magic (GIGO) • BI systems aggregate data from many sources • The data needs to be cleaned and harmonized • Some of this can be automated but human eyeballs are still needed to verify data • A million dollar BI system can give you incorrect data…which drives incorrect decisions, business srtategies, actions, etc. • When creating a BI system all the idiosyncrasies of developers, knowledge workers and managers will see the light of day.
- 16. www.ksi.ca
- 20. Who uses what MSFT BI tool? • Upper level managers use dashboards and scorecards with stoplights and gauges that are alerting systems to make phones and portals beep. • Business analysts/managers use Excel (with Powerpivot) to pull in external data and use pivot tables, pivot charts • IT staff (DBA’s) use SQLServer database tools to store transaction data (SSMS) • IT staff (DBA’s) also use SQLServer Integration services to copy transaction data to a data warehouse (ECTL process) • Business Analysts use reporting services (SSAS or ??) to create on-demand or on-schedule drill-down, filtered reports with charts, maps, etc.
- 21. SSRS or Powerview Report
- 22. blogs.msdn.com SSRS or Powerview Report
- 25. blogs.technet.com PerformancePoint Dashboard in Sharepoint. Why use sharepoint?
- 26. blogs.technet.com PerformancePoint Dashboard in Sharepoint. Why use sharepoint?
- 27. Example Powerpivot report hosted in Sharepoint blogs.technet.com
- 28. You must merge with the machine
- 29. Will I become a data scientist? I heard that’s a good thing. The class will further you down the road to this journey Wikipedia.com
- 30. Likely Projects - Excel • Excel opening an external datasource a datacube from SSAS. Create a pivot table and pivot chart. • Excel opening a data table from SSMS. Create a data table • Excel opening a tabular data model. Create a pivot chart
- 31. OK can you simplify that? What forces are fueling the BI/BA phenomenon. Statistics, Data Mining, Operations Research Stats wonks Management Analysts, MBA’s Functional Analyst Dashboard people Database, Data Warehouse, BI Architects Technology experts Technology wonks Part 1 of the class Part 3 of the class
- 32. OK can you simplify that? What forces are fueling the BI/BA phenomenon. Statistics, Data Mining Management Analysts, and Business managers. Need to stay competitive. Data Management Technologies and Best practices
- 33. OK what technologies are we using again? Statistics, Data Mining Excel, SSAS Excel, Tableau, IBM Cognos (maybe), Sharepoint, PerformancePoint, SSRS Data Management Technologies and Best practices SQL Server MGMT Studio
- 34. Likely Projects - ExcelSharepoint • Excel opening an external datasource a datacube from SSAS. Create a pivot table and pivot chart. Upload workbook to Sharepoint Excel services. • Excel opening a data table from SSMS. Create a data table – upload workbook to Sharepoint • Excel opening a tabular data model. Create a pivot chart. Add 2 slicers on 2 dimensions. Upload named pivot chart to excel
- 35. Likely Projects - PowerPivot • Use powerpivot to connect to external datasource – related tables • Use powerpivot to create tabular model • Add KPI’s to tabular model.
- 36. Likely Projects – Excel/PowerPivot • Use powerpivot to connect to external datasource – dataviews • Use powerpivot to create tabular model • You will have to create all the FK relationships • Add KPI’s to tabular model • Use tabular model in Performance point – using KPI’s in scorecard