IT301

MANAGEMENT INFORMATION
SYSTEMS (MIS)

Prof Sundaram Ramasamy

M:9811590265
ramasamy123@gmail.com
MODULE
II & III
Fill in the blanks…

“Our company has tons of _______,

but no real ____________!!!”
 Enterprise Information
The Framework

Rudder
External Board, Investor and Shareholder View of Enterprise Extranet
Guidance
Users Disclosure, Compliance, Guidance, Profitability, Corporate Affairs External Data
Everyday Enterprise Activity Synchronization and Monitoring Live Feeds
Collaborative Peer Data
For Managers Market Data
Tasks, Workflow, Common Calendar & Issue Log Research Reports
Dashboards Balanced Strategy Review

Propeller
Performance
Management (KRA/KPI) Scorecards Map Actions
For All Users
Unified View of Enterprise
New
Tactical Compliance Performance Business Market Process
Reporting Creation
Reporting Analysis Analysis Analysis
& Unified
View for All Unification of Data from Multiple Systems (ETL and Common Data Model)
External Data

Transaction & Other Industry Specific White Space

Operational
ERP SCM CRM HR FA SFA
Transaction System
Reporting for Applications
Line Managers
Unified or Disparate Transaction Systems
 MODULE III
BUSINESS
INTELLIGENCE
 MODULE III

APPLICATIONS
OF
BUSINESS ANALYTICS
IN
DIFFERENT INDUSTRY VERTICALS
What is Data Analytics?

Analytics is the use of:

data,
information technology,
statistical analysis,
quantitative methods, and
mathematical or computer-based models
to help managers gain improved insight about their business operations and
make better, fact-based decisions.
Business Analytics (BI) is a subset of Data Analytics
Business Analytics, BI, Big Data, Data
Mining - What’s the difference?
■ Business Analytics – Tools to explore past data to gain
insight into future business decisions.
■ BI – Tools and techniques to turn data into meaningful
information.
■ Big Data –data sets that are so large or complex that
traditional data processing applications are inadequate.
■ Data Mining - Tools for discovering
patterns in large data sets.
What is Business Intelligence?
A Simple Definition:

The applications and technologies transforming

Business Data into Action
 The BI Value Proposition
Predictive Intelligent
Interactions
(Data Mining)

Forecasting
Fact-Based Actions
(OLAP/In-Memory,
Statistics )
Analysis
Performance Are there any potential out-of-stock
Increasing Value

Management situations region warehouse wise?

(KPI, Guided
Analytics)
Reporting
How is the business doing
Slice/Dice
compared to last year? Compared
Ad-hoc Query,
BI Tools to plan?

Can I understand my gross

margin return on space?
Transactional
Reporting

How are my export and domestic sales doing

27 January Generational Step Team Computers &

2020 MAIA Intelligence
 BI – Traditional Models

Non-OLAP
Data Models
(Programming, Real time
Visual Query Reporting
Tools,
In-Memory, etc)

27 January Team Computers &

2020 MAIA Intelligence
 Navigable Reports - Interactive

27 January Team Computers &

2020 MAIA Intelligence
 Navigable Reports – Slice & Dice

27 January Team Computers &

2020 MAIA Intelligence
Graphical Analytics
Non-hierarchical Slice & Dice

27 January Team Computers &

2020 MAIA Intelligence
Dashboards – Interactive

27 January Team Computers &

2020 MAIA Intelligence
Large Screen Display - Examples
 Trends
Plan Vs

Large Screen Display - Examples

Actual

Business
Process
Performance

Internal
process

Internal
process

People
Internal &
process Capital

People
Stake Compliance
All available in a click!!! holders
BI Questions
■ What happened?
– What were our total sales this month?
■ What’s happening?
– Are our sales going up or down, trend analysis
■ Why?
– Why have sales gone down?
■ What will happen?
– Forecasting & What If Analysis
■ What do I want to happen?
– Planning & Targets

19
What is a Data Warehouse?

A single, complete and

consistent store of data obtained
from a variety of different
sources made available to end
users in a what they can
understand and use in a
business context.

[Barry Devlin]
Why Data Warehousing?
Which are our
lowest/highest margin
customers ?
Who are my customers
What is the most and what products
effective distribution are they buying?
channel?

What product prom- Which customers

-otions have the biggest are most likely to go
impact on revenue? to the competition ?
What impact will
new products/services
have on revenue
and margins?
Reporting Tools
■ Andyne Computing -- GQL
■ Brio -- BrioQuery
■ Business Objects -- Business Objects
■ Cognos -- Impromptu
■ Clementine - SPSS
■ Information Builders Inc. -- Focus for Windows
■ Oracle -- Discoverer2000
■ Platinum Technology -- SQL*Assist, ProReports
■ PowerSoft -- InfoMaker
■ SAS Institute -- SAS/Assist
■ Software AG -- Esperant
■ Sterling Software -- VISION:Data
From the Data Warehouse to Data
Marts
Information

Individually Less
Structured

Departmentally History
Structured Normalized
Detailed

Organizationally More
Structured Data Warehouse

Data
 On-Line Analytical Processing
Definition by OLAP Council:

‘A category of software technology that

enables analysts, managers and
executives to gain insight into data
through fast, consistent, interactive Security
access to a wide variety of possible
views of information that has been Interactivity Customisation
OLAP
transformed from raw data to reflect
the real dimensionality of the Visualisation

enterprise as understood by the user.’

24
Multidimensional Data
■ Sales volume as a function of product, month,
and region
Dimensions: Product, Location, Time
Hierarchical summarization paths

Industry Region Year

Category Country Quarter

Product

Product City Month Week

Office Day

Month
SAP BI Architecture
Oracle BI Suite Enterprise Edition
Unified Business Intelligence Infrastructure

Interactive Reporting & Ad-hoc Proactive Disconnected MS Office Web

Dashboards Publishing Analysis Detection Analytics Plug-in Services
and Alerts

Common Enterprise Information Model

Intelligent Caching Services
Oracle
Multidimensional Calculation and Integration Engine
BI Server
Intelligent Request Generation and Optimized Data Access Services

OLTP & ODS Data Warehouse SAP, Oracle Files Business

Systems Data Mart PeopleSoft, Siebel, Excel Process
Custom Apps XML
 Data Mining

■ Data Mining is the process of discovering

meaningful new correlations, patterns and
trend by sifting through large amounts of
data stored in repositories, using pattern
recognition technologies as well as
statistical and mathematical techniques”
- Gartner Group

28
 What Is Data Mining?
■ Data mining (knowledge discovery in databases):
– Extraction of interesting (non-trivial, implicit,
previously unknown and potentially useful)
information or patterns from data in large
databases
– Data mining is the process of finding patterns and
relationships, and using that knowledge to classify
new data
■ Alternative names and their “inside stories”:
– Knowledge discovery(mining) in databases (KDD),
knowledge extraction, data/pattern analysis, data
archeology, business intelligence, etc.
A CATEGORIZATION ON
ANALYTICAL METHODS
AND MODELS
Descriptive Analytics
Predictive Analytics
Prescriptive Analytics

30
 INTRODUCTION
TO
ARTIFICIAL INTELLIGENCE
AND
MACHINE LEARNING
Data Hierarchy
What AI can do?
AI Simplified……..
What is Learning?

■ Herbert Simon: “Learning is any process by which a system

improves performance from experience.”
■ What is the task?
– Classification
– Categorization/clustering
– Problem solving / planning / control
– Prediction
– others

36
 Machine Learning Basics
Machine learning is a field of computer science that gives
computers the ability to learn without being explicitly
programmed

Machine Learning
Labeled Data algorithm
Training
Prediction

Learned
Labeled Data Prediction
model

Methods that can learn from and make predictions on data

 Types of Learning
Supervised: Learning with a labeled training set
Example: email classification with already labeled emails

Unsupervised: Discover patterns in unlabeled data

Example: cluster similar documents based on text

Reinforcement learning: learn to act based on feedback/reward

Example: learn to play Go, reward: win or lose

class A

class A

Classification Regression Clustering

Anomaly Detection
Sequence labeling http://mbjoseph.github.io/2013/11/27/measure.html

…
Algorithms in Machine Learning

■ Naïve Bayes ■ Random Forest

■ Decision Tree ■ Bagging Methods
■ Logistic Regression ■ Boosting Methods – XGBoost,
AdaBoost
■ K-nearest neighbors
■ Cluster Analysis
■ Support Vector Machine (SVM)
■ Factor Analysis
■ Principal Components Analysis
(PCA)
 What is Deep Learning (DL) ?
A machine learning subfield of learning representations of
data. Exceptional effective at learning patterns.
Deep learning algorithms attempt to learn (multiple levels of)
representation by using a hierarchy of multiple layers
If you provide the system tons of information, it begins to
understand it and respond in useful ways.

https://www.xenonstack.com/blog/static/public/uploads/media/machine-learning-vs-deep-learning.png
Deep Learning

■ Deep Learning is a form of Machine Learning (ML) in which

the model being trained has more than one hidden layer
between the input and output
■ Essentially uses deep neural networks
Components of Deep Learning
■ Back Propagation algorithms
■ Feed-forward networks
■ OptimizersRDF)
■ Random Decision Forests (
■ Activation functions like perceptrons
■ Convolutional neural networks
(CNN) for computer vision
■ Recurrent neural networks (RNN)
for natural language processing
TOP use cases by function
Virtual Agents:

GOOGLE GOOGLE Assistant

APPLE SIRI
MICROSOFT CARTONA
AMAZON ALEXA
SAMSUNG BIXBY
AI technology on photography

■ AI scene recognition,
■ Object Identification (Animals,food, firecrackers)
■ Beauty enhancements
■ semantic image segmentation,
■ high optical zooms,
■ ultra-fast shutter speed,
■ portrait mode
■ portrait Bokeh effect.
Robotics

 Areas that robots are used:

 Industrial robots
 Military, government and space robots
 Service robots for home, healthcare, laboratory
 Why are robots used?
 Dangerous tasks or in hazardous environments
 Repetitive tasks
 High precision tasks or those requiring high quality
 Labor savings
 Control technologies:
 Autonomous (self-controlled), tele-operated (remote control)
What is a chatterbot?
■ Conversational AI
■ A Chatterbot is a program that attempts to
simulate typed conversation, with the aim of at
least temporarily fooling a human into thinking
they were talking to another person.
– Simon Laven

http://www.simonlaven.com/
The “NAO” humanoid robot
(Receptionist)
 CONCEPTS
OF
SENSORS
AND
INTERNET OF THINGS
(IOT)
55
 Knowledge Management –
Turning Data into Wisdom

The more data that is created, the better understanding and

wisdom people can obtain. 56
Industrial Evolution
4. Industrial
revolution
Based on cyber-physical-
systems

3. Industrial revolution
Through the use of electronics
and IT further progression in
autonomous production

2. Industrial revolution

Level of complexity
Introducing mass production
lines powered by electric
energy

1. Industrial revolution
Introducing mechanical
production machines powered
by water and steam
Industry 1.0 Industry 2.0 Industry 3.0 Industry 4.0
End of the Beginning of the Beginning of the Today
18th century. 20th century 21st
Source: DFKI/Bauer IAO
IOT – Evolution

Pervasive
Computing
What is the Internet of Things?

The Internet of Things (IoT) is a network of ‘smart’ devices that

connect and communicate via the Internet.

59
IoT ecosystem
■ Infrastructure (ex: 6LowPAN, IPv4/IPv6, RPL)
■ Identification (ex: EPC, uCode, IPv6, URIs)
■ Comms / Transport (ex: Wifi, Bluetooth, LPWAN)
■ Discovery (ex: Physical Web, mDNS, DNS-SD)
■ Data Protocols (ex: MQTT, CoAP, AMQP, Websocket, Node)
■ Device Management (ex: TR-069, OMA-DM)
■ Semantic (ex: JSON-LD, Web Thing Model)
■ Multi-layer Frameworks (ex: Alljoyn, IoTivity, Weave, Homekit)
 Information Security
Office of Budget and Finance
Education – Partnership – Solutions

Where is IoT?

It’s everywhere!
 Information Security
Office of Budget and Finance
Education – Partnership – Solutions
68
Amazon already implemented CoT using AWS and IoT
…
Smart Warehouse
Example
■ General Electric (GE) deploys sensors in its jet engines, turbines, and
wind farms. By analyzing data in real time, GE saves time and money
associated with predictive maintenance.

IoT App
Use case challenge: Can it be found
automatically?
If a container goes missing here
 Information Security
Office of Budget and Finance
Education – Partnership – Solutions
IOT @ Smart Cities
 MODULE III
ISMAC
IOT,Social, Mobile, Analytics and Cloud
Examples of Mobile Computing

■ Mobile Information Access –

■ Adaptive Applications – managing downloads
in an adaptive manner
■ Location Sensitivity – handling location-aware
behavior in a classroom
■ Mobile Networking
■ System-level energy saving techniques
Digital Transformation
DIGITAL MARKETING
1/27/2020 Information System Team 81
 What is Digital Marketing ?

Digital marketing is promoting or creating brand awareness using

Internet.

Digital Marketing Mediums

Search Social Mobile

Websites Email
Engines Media Apps
Traditional Vs. Digital
Factor Traditional Digital
Reach Limited to Area Global

Targeting Not Specific Very Specific

Price Very Expensive Not Expensive

ROI Not Guaranteed Guaranteed

 Introduction
Social media : ‘The sum total of people who create
content online, as well as the people who interact
with it or one another’ McConnell and Huba (2007)
Social media marketing (SMM) : ‘any online
marketing strategy or tactic which uses social
media as the medium for its communication ’
Charlesworth (2007)

Social networking ‘ … is more than just something

to do, it’s also the venue in which they do it’
TNS, TRU & Marketing Evolution (2007)

Key impact: The marketer no longer has control

over the brand
Social Media Sites
What is Social Media Analytics?

■ Social Media Analytics is the art and science of extracting

valuable hidden insights from vast amounts of
semistructured and unstructured social media data to
enable informed and insightful decision making.

86
Interest in social media analytics

Figure 1. Interest in social media analytics overtime

87
■ Why do we want to be on social media?
Who is our target audience?
Who are they? (E.g. job title, age, gender, salary, location, etc.)

What are they interested in that you can provide? (E.g. entertainment, educational content, case studies, new
products, etc.)

Where do they usually hang out online? (E.g. Facebook, Instagram, etc. or any other niche platforms)

When do they look for the type of content you can provide? (E.g. weekends, during their daily commute, etc.)

Why do they consume the content? (E.g. to get better at their job, to become healthy, to stay up to
date with something, etc.)

How do they consume the content? (E.g. read blogs, listen to podcasts, watch videos, etc.)
What are we going to share on where?
Here are the themes of our content for each
of our social media profiles:

Facebook

Instagram

Twitter

(Social media platform) (Any other)

When are you going to share?

■ From our research, interviews, conversations and

assumptions we found that our target audience…
– (Behavior pattern 1)
– (Behavior pattern 2)
– (Behavior pattern 3)
■
Social Media vs. Traditional Business
Analytics

Table 1. Social media vs. conventional

business analytics
Social Media Analytics Business Analytics
Semistructured and unstructured data Structured data
Data is not analytical friendly Data is analytical friendly
Real-time data Mostly historical data
Public data Private data
Stored in third-party databases Stored in business-owned databases
Boundary-less data (i.e., Boundary within the Internet) Bound within the business intranet
Data is high volume Data is medium to high volume
Highly diverse data Uniform data
Data is widely shared over the Internet Data is only shared within organizations
More sharing creates greater value/impact Less sharing creates more value
No business control over data Tightly controlled by business
Socialized data Bureaucratic data
Data is informal in nature Data is formal in nature

92
Seven Layers of Social Media Analytics

Networks

Apps Text

7 Layers of
Social Media
Search Analytics Actions
Engines

Location Hyperlinks

94
Layer One: Text

■ Social media text analytics deals with the

extraction and analysis of business insights
from textual elements of social media
content, such as comments, tweets, blog
posts, and Facebook status updates

95
Layer Two: Networks

■ Social media network analytics extract,

analyze, and interpret personal and
professional social networks, for example,
Facebook, Friendship Network, and Twitter

96
Layer Three: Actions

■ Social media actions analytics deals with

extracting, analyzing, and interpreting the actions
performed by social media users, including likes,
dislikes, shares, mentions, and endorsement

97
Layer Four: Apps

■ Apps analytics deals with measuring and

optimizing user engagement with mobile
applications (or apps for short)

98
Layer Five: Hyperlinks

■ Hyperlink analytics is about extracting,

analyzing, and interpreting social media
hyperlinks (e.g., in-links and out-links).

99
Layer Six: Location

■ Location analytics, also known as spatial

analysis or geospatial analytics, is concerned
with mining and mapping the locations of
social media users, contents, and data.

100
Layer Seven: Search Engines

■ Search engines analytics focuses on analyzing

historical search data for gaining a valuable
insight into a range of areas, including trends
analysis, keyword monitoring, search result and
advertisement history, and advertisement
spending statistics.

101
Types of Social Media Analytics
Predictive Analytics involves
analyzing large amounts of
accumulated social media data
Predictive
to predict a future event Analytics
Descriptive Analytics is
focused on gathering and
describing social media data
in the form of reports,
Types of visualizations, and clustering
social media to understand a business
analytics problem.
Prescriptive Descriptive
Analytics Analytics

Prescriptive Analytics
suggest the best action to
take when handling a
scenario
102
Social Media Analytics Cycle

Identification

Interpretation Extraction

Business
Objectives

Visualization Cleaning

Analyzing

Figure 3. Social media analytics cycle 103

Knowing your customers: A seven layer
approach.
■ Where are they?
– Location Analytics
■ What they say?  How they network?
– Text Analytics  Network Analytics
■ What they do?  How they navigate?
– Actions Analytics  hyperlink Analytics
 How they use apps?
■ What they search?
 Apps Analytics
– Search Engine
Analytics
Social Media Analytics Tools
Layer of social media Example of tools

Text Discovertext
Lexalytics
Tweet Archivist
Twitonomy
Netlytic
LIWC
Voyant

Actions Lithium
Twitonomy
Google Analytics
SocialMediaMineR
Network NodeXL
UCINET
Pajek
Netminer
Flocker
Netlytic
Reach
Mentionmapp
Mobile Countly
Mixpanel
Google Mobile Analytics
Location Google Fusion Table
Tweepsmap
Trendsmap
Followerwonk
Esri Maps
Agos

Hyperlinks Webometrics Analyst

VOSON
Research Engines Google Trends

105
 BIG DATA:
FEATURES OF BIG DATA
AND ITS USAGE
Figure 1.4 Value and complexity
increase from descriptive to prescriptive analytics.
What is BIG DATA?

■ ‘Big Data generates value from the storage and

processing of very large quantities of digital
information that cannot be analyzed with traditional
computing techniques.
Big Data Analytics
■ Big data is more real-
time in nature than
traditional DW
applications
■ Traditional DW
architectures (e.g.
Exadata, Teradata) are
not well-suited for big
data apps
■ Shared nothing,
massively parallel 109
Big Data: 3V’s

110
Characteristics of Big Data:
1-Scale (Volume)
■ Data Volume
– 44x increase from 2009 2020
– From 0.8 zettabytes to 35zb
■ Data volume is increasing exponentially

Exponential increase in
collected/generated data

112
Characteristics of Big Data:
2-Complexity (Varity)
■ Various formats, types, and
structures
■ Text, numerical, images, audio,
video, sequences, time series,
social media data, multi-dim arrays,
etc…
■ Static data vs. streaming data
■ A single application can be
generating/collecting many types
of data

To extract knowledge all these types of

data need to linked together

113
Structured Data
Semi Structured Data
Figure 1.1 Datasets can be found in many different
formats.
Figure 1.19 Video, image and audio files are all
types of unstructured data.
Figure 1.20 XML, JSON and sensor data are semi-
structured.
Characteristics of Big Data:
3-Speed (Velocity)
■ Data is begin generated fast and need to be
processed fast
■ Online Data Analytics
■ Late decisions  missing opportunities
■ Examples
– E-Promotions: Based on your current location, your purchase history,
what you like  send promotions right now for store next to you

– Healthcare monitoring: sensors monitoring your activities and body

 any abnormal measurements require immediate reaction

119
Some Make it 4V’s

120
Figure 1.11 The Five Vs of Big Data.
Figure 1.15 Data that has high veracity and can be
analyzed quickly has more value to a business.
 What is Hadoop?
• An open-source software framework that supports data-intensive distributed applications,
licensed under the Apache v2 license.
• Abstract and facilitate the storage and processing of large and/or rapidly growing data sets
• Structured and non-structured data
• Simple programming models
• High scalability and availability

• Use commodity (cheap!) hardware with little redundancy

• Fault-tolerance

• Move computation rather than data

Hadoop Framework Tools
126
Big Data Technology

127
Leading Technology Vendors

Example Vendors Commonality

■ IBM – Netezza • MPP architectures

■ EMC – Greenplum • Commodity Hardware
■ Oracle – Exadata • RDBMS based
• Full SQL compliance
TPS AS A BUSINESS
ENABLER
Cloud Computing:
Types of cloud
service models
Implication in Business
The Internet and the Evolution of Corporate
Computing

Copyright © 2018 Pearson Education Ltd.

What is Cloud Computing?

■ Cloud Computing can be defined as delivering computing

power( CPU, RAM, Network Speeds, Storage OS software) a
service over a network (usually on the internet) rather than
physically having the computing resources at the customer
location.
■ Example: AWS, Azure, Google Cloud
■
wikipedia:Cloud Computing
Benefits
■ Cost & management
– Economies of scale, “out-sourced” resource management
■ Reduced Time to deployment
– Ease of assembly, works “out of the box”
■ Scaling
– On demand provisioning, co-locate data and compute
■ Reliability
– Massive, redundant, shared resources
■ Sustainability
– Hardware not owned
 Types of Cloud Computing
■ Public Cloud: Computing infrastructure is hosted at the
vendor’s premises.
■ Private Cloud: Computing architecture is dedicated to the
customer and is not shared with other organisations.
■ Hybrid Cloud: Organisations host some critical, secure
applications in private clouds. The not so critical applications
are hosted in the public cloud
– Cloud bursting: the organisation uses its own infrastructure for
normal usage, but cloud is used for peak loads.
■ Community Cloud
Classification of Cloud Computing
based on Service
■ Infrastructure Provided
as a service (IaaS)
– Offering hardware related services using the principles of cloud computing.
These could include storage services (database or disk storage) or virtual
servers.
– Amazon EC2, Amazon S3, Rackspace Cloud Servers and Flexiscale.
■ Platform as a Service (PaaS)
– Offering a development platform on the cloud.
– Google’s Application Engine, Microsofts Azure,
Salesforce.com’s force.com .
■ Software as a service (SaaS)
– Including a complete software offering on the cloud. Users
can access a software application hosted by the cloud vendor
on pay-per-use basis. This is a well-established sector.
– Salesforce.coms’ offering in the online Customer Relationship
Management (CRM) space, Googles gmail and Microsofts
hotmail, Google docs.
AWS

■ Elastic Compute Cloud – EC2 (IaaS)

■ Simple Storage Service – S3 (IaaS)
■ Elastic Block Storage – EBS (IaaS)
■ SimpleDB (SDB) (PaaS)
■ Simple Queue Service – SQS (PaaS)
■ CloudFront (S3 based Content Delivery Network – PaaS)
■ Consistent AWS Web Services API
CLOUD + IOT = COT
Hadoop Framework Tools
 Cloud Computing for Mobile
and Pervasive Applications

Sensory Based Applications Location Based

Services (LBS)

Mobile Music: 52.5%

Mobile Video:25.2%
Mobile Gaming: 19.3%

Augmented Reality

Mobile Social
Networks and
Crowdsourcing
Multimedia and
Data Streaming

Due to limited resources on mobile devices,

we need outside resources to empower mobile apps.

139
Mobile Cloud Computing
Ecosystem

Public Cloud Providers

Local and Private Wired and Wireless Content and Service

Cloud Providers Network Providers Providers

Devices, Users
and Apps

140