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The architectural structure of business intelligence centers around two distinct, yet interrelated,
functionalities: getting data in and getting data out (3,4)
1. Glaser, J., & Stone, J. (January 01, 2008). Effective use of business intelligence. Healthcare Financial Management : Journal of the Healthcare Financial Management Association, 62(2), 68-72.
2. Lonnqvist, A., & Pirttimaki, V. (2006). The measurement of business intelligence. Information Systems Management, 23 (1), 32-40.
3. Wixom, B., Ariyachandra, T., Goul, M., Gray, P., Kulkarni, U., & Phillips-Wren, G. (2011). The current state of business intelligence in academia. Communications of the Association for Information System, 29(16), 299312.
4. Popovic, A., Turk, T., & Jaklic, J. (January 01, 2010). Conceptual model of business value of business intelligence systems. Management, 15, 1, 5-29.
2015 SAP SE or an SAP affiliate company. All rights reserved.
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1. Popovic, A., Turk, T., & Jaklic, J. (January 01, 2010). Conceptual model of business value of business intelligence
systems. Management, 15, 1, 5-29.
2. Glaser, J., & Stone, J. (January 01, 2008). Effective use of business intelligence. Healthcare Financial Management :
Journal of the Healthcare Financial Management Association, 62(2), 68-72.
3. Davenport, T. H. (December 01, 2013). Analytics 3.0. Harvard Business Review, 12(1).
4. Chen, H., Chiang, R. H. L., & Storey, V. C. (January 01, 2012). Business Intelligence and Analytics: From Big Data to Big
Impact. Management Information Systems Quarterly, 36, 4, 1165-1188
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1. Popovic, A., Turk, T., & Jaklic, J. (January 01, 2010). Conceptual model of business value of business intelligence systems. Management,
15, 1, 5-29.
2..Klatt, T., Schlaefke, M., & Moeller, K. (October 31, 2011). Integrating business analytics into strategic planning for better performance.
Journal of Business Strategy, 32(6), 30-39.
3. Negash, S. (2004). Business intelligence. Communications of the Association for Information Systems, 13 (1), 177195.
4. Shanks, G., Bekmamedova, N., & Willcocks, L. (July 01, 2013). Using Business Analytics for Strategic Alignment and Organisational
Transformation. International Journal of Business Intelligence Research, 4 (3), 1-15.
5. Bouquet, C., Morrison, A., & Birkinshaw, J. (December 31, 2008). International attention and multinational enterprise performance.
Journal of International Business Studies, 40(1), 108-131.
6. Elbashir, M. Z., Collier, P. A., & Davern, M. J. (2008a). Measuring the effects of business intelligence systems: The relationship between
business process and organizational performance. International Journal of Accounting Information Systems, 9 (3), 135153.
7. Cokins, G. (January 01, 2013). Driving Acceptance and Adoption of Business Analytics. Journal of Corporate Accounting and Finance,
24, 2, 69-74.
2015 SAP SE or an SAP affiliate company. All rights reserved.
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Those who invested in predictive analytics say they are seeing return on investment quickly, with around 30 percent of respondents reporting a major positive impact
from predictive analytics within the first six months and more than 50 percent indicating positive impact six to nine months after roll out
Those using predictive analytics say it has had a positive impact on their organization with finance, sales and marketing and expect to benefit most from the use of
predictive analytics in the future
Businesses say they are using predictive analytics to exploit opportunities rather than minimize risk
Predicting customer needs and market trends are seen as the most valuable scenarios for which to use predictive analytics
Despite some of the skills and resource challenges, there is a real sense from the research that the emphasis on advanced predictive analytics has moved from minimizing
risk to maximizing future growth potential in areas like next best activity for customer relationship management, said James Fisher, vice president, Marketing, Analytics, SAP.
If businesses can put the right investment into developing a data-driven workforce, alongside data-driven decisions, processes and applications, they can accelerate their
performance, reduce decision latency, unlock new global markets and uncover new revenue opportunities.
To harness this growing market, customers will seek solutions that are user-friendly and easy-to-navigate. A leader in the business intelligence (BI) market, the portfolio of
analytics solutions from SAP helps everyday business users to evaluate data and unearth actionable insight. With its recent acquisition of KXEN, SAP deepens this
commitment with solutions to enhance the existing portfolio.
2015 SAP SE or an SAP affiliate company. All rights reserved.
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90% agree that predictive analytics has given them a competitive advantage
60% agree that predictive analytics is currently an investment priority for their organization
80% think predictive analytics will be a crucial investment within the next five years.
95% have seen an increase in the volume of data they are dealing with over the past year.
Quick ROI
Seeing return on investment quickly, with around 30% of respondents reporting a major positive impact from predictive
analytics within the first six months and more than 50% indicating positive impact six to nine months after roll out
Those using predictive analytics say it has had a positive impact on their organization with finance, sales and marketing
and expect to benefit most from the use of predictive analytics in the future
Predicting customer needs and market trends are seen as the most valuable
http://www.news-sap.com/sap-survey-finds-predictive-analytics-software-no-longer-in-the-hands-of-data-scientists/
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https://www.youtube.com/watch?v=fEQ6DEKOAOU#t=148
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Hands On Exercises
The following four exercises will introduce you to the basics of how predictive modelling works
in Predictive Analytics.
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Mary, an analyst at BestRun Bank, has been tasked to find the factors that
contributed to customer leave.
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The Marketing department of a bank wants to analyse the success of their last
Marketing campaign to increase the response rate of the next campaign. In
order to make the most of our Marketing budget we want to be able to
address only those customers that are most likely to respond positively. The
bank carried out a marketing campaign by telephone to promote a term
deposit. The dataset contains information about 45211 customers that were
contacted and who purchased the product (who are noted in the set as the
variable y).
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This demo shows how we can consume transactional data to build links and
communities between purchased products and consumers. We take these
links of consumer behavior to build communities of products that are bought
in a similar manner. After the patterns of product purchases are determined,
we can score the results out into a database, offer them to a Complex Event
Processing (CEP) service like NetWeaver or present them to a multichannel
campaign management system like SAP Hybris. The product
recommendations are based on the natural consumer behavior and product
communities, therefore, the uptake of offers is higher than using other
traditional Market Basket Analytics techniques like Association Rules.
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Additional Resources
There is more to learn on your own. Follow these resources to get you started on becoming an
expert user of Automated Mode in SAP Predictive Analytics.
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