Data Warehousing by Industry

Saurabh Garg Gaurav Mukherjee Gautam Chatterjee Anil Yadav

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 way they can understand and use in a business context.

What is Data Warehousing?

Information A process of transforming data into information and making it available to users in a timely enough manner to make a difference

Data

Very Large Data Bases

Terabytes -- 1012 bytes: Petabytes -- 1015 bytes: Exabyte's -- 1018 bytes: Zettabytes -- 1021 bytes:

Walmart -- 24 Terabytes Geographic Information Systems

National Medical Records

Weather images Intelligence Agency Videos

Zottabytes -- 1024 bytes:

Data Mining Is
A

hot buzzword for a class of techniques that find patterns in data A user-centric, interactive process which leverages analysis technologies and computing power A group of techniques that find relationships that have not previously been discovered Not reliant on an existing database A relatively easy task that requires knowledge of the business problem/subject matter expertise

SERVICE INDUSTRIES

RETAIL FINANCE TELECOMMUNICATION

Retail

Data warehousings early adopters

Capturing data from their POS systems

POS

= point-of-sale

Typical Uses of Data Warehousing in Retail

Market Basket Analysis

In-Store Placement
Use

decision support to understand which items are being purchased, where they belong, and modify configurations in order to maximize the number of items in the market basket. Retailers are able to negotiate more effectively with their suppliers.

Typical Uses of Data Warehousing in Retail

Product Pricing
Price

elasticity models manipulate detailed data to determine not only the best price, but often different prices for the same product according to different variables

Permits

differential pricing

The Good News and Bad News in Retailing

Good News
Retailers

Bad News

are the most open to trying out

new analysis techniques and adopting state of the art tools to enable discover of new information about customers, their purchases, and the most likely avenues to maximize profitability

The lack of success measurement Not using the data warehouse to its fullest potential

Financial Services

The pioneers of the data warehouse

Business intelligence has become a business mandate as well as a competitive weapon. 1999 Financial Services Modernization Act
Requires

financial service and insurance companies to disclose how they will use data collected from their customer

Uses of Data Warehousing in Financial Services

Profitability analysis
Cannot

know the true value of a customer without understanding how profitable that customer is by many banks to help dictate the creation of new products.

Used

The Good News and Bad News in Financial Services

Good News
Less

Bad News
Deregulation,

of a training curve because banks have been monitoring trends and fluctuations in data long before the DW Regular users of decision support

mergers,

changing demographics and nontraditional competitors

Uses of Data Warehousing in Telecommunications

Churn
Differentiate

between the propensity to churn and actual churn Differentiate between product churn and customer churn

Fraud Detection
Data

mining tools can predict fraud by spotting patterns in consolidated customer information and call detail records.

Uses of Data Warehousing in Telecommunications

Product Packaging and Custom Pricing

Using

knowledge discover and modeling, companies can tell which products will see well together, as well as which customers or customer segments are most likely to buy them

Packaging of vertical features

Voice products such as caller ID, call waiting

Employ

price elasticity models to determine the new package's optimal price

Uses of Data Warehousing in Telecommunications

Call Detail Analysis

Analysis

of specific call records Customer Satisfaction