Analytics: Application Developer (Siebel 7.

7)

Module 1: Siebel Analytics

Overview
Module Objectives

After completing this module you will be able to:

 Define and describe business analytics and business
intelligence
 Identify the analytics business challenge and the solution
provided by Siebel Analytics products
 Define and describe data warehousing
 Define and describe data modeling
 Identify and describe the Siebel Analytics products and
components used to support business intelligence
requirements
Why you need to know:
 Provides a big picture overview to set the context for the
remainder of the course

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What Is Business Analytics or Business Intelligence?
 Provides the data and tools users need to answer questions that
are important to running the part of the business for which they
are responsible
 Determine if the business is on track
 Identify where things are going wrong
 Take and monitor corrective actions
 Spot trends
 Examples
 Show me the most effective promotions
 Show me customers most likely to switch
 Show me products that are not profitable
 Compare sales this quarter with sales a year ago
 Show me sales for each district by month

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Business Analytics Challenges
 Large and changing data volumes
 Differing requirements
 Ineffective tools

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Large and Changing Data Volumes
 Large amounts of data need to be accessed to provide
meaningful results
 Data may reside in many systems
 Results may require accessing millions of records
 Data volumes are ever-increasing
 Data require changes based on business requirements
 Data organization may make access difficult, time consuming,
and resource-intensive

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Differing Requirements
 Based on the role of the user, different questions need to be
answered
 Level of data detail required will vary
 Summarized data is appropriate for executives, but details are
required at lower levels

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Ineffective Tools
 Analysis tools are often difficult to master, not easy to use, and
specialized
 May require detailed knowledge of the data layout and special
syntax
 May require manual consolidation of results from multiple sources
 Are often complex and single-purpose: query versus analysis
 Reporting tools are often static or fixed and do not allow for
interactivity
 Questions may be asked, but cannot be answered
 Drilldown is often impossible, making causes difficult to determine

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Solution: Siebel Analytics
 Provides insight, processing, and prebuilt solutions that allow
users to seamlessly access critical business information and
acquire the business intelligence to achieve optimal results

Act Assess

Optimal
Results

Diagnose Identify

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Siebel Analytics
 Is a next generation business intelligence platform
 Provides optimized intelligence to take advantage of relational
database technologies
 Accesses data regardless of its organization or layout
 Leverages and extends common industry techniques
 Data warehousing
 Dimensional modeling

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Data Warehousing
 Brings together data from many sources
 Organizes data for analytical processing
 Denormalize data: Duplicate and flatten data structures
 Reduce joins: Reduce the number of tables and relationships
 Simplify keys: Use surrogate keys such as a sequence number
 Employ star schemas: Simplify relationships between tables

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Organizing Data
 Two major ways to organize data, each optimized for different
uses
 Transactional systems
 Organize data to optimize transactional throughput: inserts, updates,
and deletes
 Example: Siebel transactional database
 Analytical systems
 Organize data to optimize queries on large datasets on separate
database instance
 Example: Siebel Relationship Management Warehouse (SRMW)

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Transactional vs. Analytical Systems
Transactional System Analytical System
Database  Manages individual transactions  Responds to analysis queries
 Write-intensive  Read-intensive
 Constant updates, inserts, and  Static data loads
deletes  Queries return large datasets
 Queries return small datasets  Data highly aggregated
 Little data aggregation  Data pre-calculated for reporting
 Reports require calculation  Data optimized for query
 Data optimized for storage and performance
read/write performance  Data denormalized, flattened
 Data relatively normalized  Minimal table joins
 Multiple table joins

Use  Data entry  Reports

 Data retrieval  Charts and pivot tables

Examples  Siebel Sales, Siebel Call Center  Siebel Analytics

 Siebel database  Siebel Relationship Management
Warehouse

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Transactional vs. Analytical Systems—Database Schema

 Transactional schema optimized for read/write—multiple joins

 Analytics schema optimized for querying large datasets—few

joins

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Star Schema
 Organizes data into a central fact table with surrounding
dimension tables
 Each dimension row has many associated fact rows
 Dimension tables do not relate to each other

Dimension

Dimension Fact Dimension

Dimension

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Fact
 Contains business measures or metrics
 Data is often numerical
 Is the central table in the star

Dimension
• Dollars
• Units
• Shipments

Dimension Fact Dimension

Dimension

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Dimension
 Contains attributes or characteristics about the business
 Data is often descriptive (alphanumeric)
 Qualifies the fact data

• Name
Customer • Address

Product Sales Program

• Name • Name
• Product Line • Format
Time
• Month
• Year
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User Friendly
 Models the way users think about data
 Enables data to be understood and analyzed

Dollars, Units, Shipments by Customer Dollars, Units, Shipments by

Product Customer

Product Sales Program

Dollars, Units, Shipments by Dollars, Units, Shipments by

Time Program
Time

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Star Schema Example
 Sales fact table with dimension tables and relationships

CUSTOMER DIMENSION PRODUCT DIMENSION

ROW_WID CUST_NAME OTHER ROW_WID PROD_NAME OTHER
17023 A. K. Parker ... 12091 Widget ...
17054 Betta Builders ... 12093 Super Widget ...
17056 CostCutter Stores ... 12095 Lite Widget ...

SALES FACT
ROW_WID CUST_ID PER_ID PROD_ID QTY_ORDERED QTY_SHIPPED AMT
1 17023 26031 12093 5 4 100
2 17054 26031 12091 15 10 150
3 17023 26033 12091 5 3 50

PERIOD DIMENSION Dimension

Fact table
contains ROW_WID DATE OTHER tables contain
measures to be 26031 1/1/2004 ... characteristics
analyzed 26033 2/1/2004 ... that qualify the
facts
26075 3/1/2004 ...

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Dimensional Modeling
 Is a technique for logically organizing business data in a way
that helps end users understand it
 Data is separated into facts and dimensions
 Users view facts in any combination of the dimensions
 Allows users to answer “Show me X by Y by Z” type questions
 Example: Show me sales by product by month

Fact Dimension Dimension

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Siebel Analytics Products
 Siebel Analytics is sold in two varieties
 Siebel Analytics standalone
 Siebel Analytics Applications
 Access Siebel data only (CRM Edition)
 Access Siebel and/or other data (Enterprise Edition)

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Siebel Analytics Standalone
 Provides a platform to model data so users can understand it
 Provides server to generate SQL and seamlessly access and
manipulate data from multiple sources
 Provides a simple-to-use highly-interactive Web-based analysis
tool and the ability to pre-construct dynamic reports and alerts

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Siebel Analytics Applications
 Provides all that the standalone application does, plus:
 Applications for common industry analytical processing such as
Service Analytics, Sales Analytics, Pharma Analytics, and so on
 Prebuilt role-based Dashboards to support the needs of line
managers to chief executive officers
 A prebuilt database (Siebel Relationship Management
Warehouse) designed for analytical processing with prebuilt
routines to extract, load, and transform data from the Siebel
eBusiness application (transactional) database

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Siebel Analytic Components
 Siebel Intelligence Dashboards
 Siebel Answers
 Siebel Delivers
 Siebel Analytics Server and Siebel Analytics Web
 Siebel Relationship Management Warehouse (SRMW)
 Siebel Analytics Administration Tool

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Siebel Intelligence Dashboards
 Web user interface to analytical information

Overviews Summaries Graphics

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Siebel Answers
 On-demand user interface to analytical information

Point and click On-demand

analytics query requests

Easy charting
Real-time
answers to
requests

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Siebel Delivers
 Platform to launch jobs and proactively deliver results to users
 Event based and scheduled intelligence Bots (iBots)
 Proactive delivery of real-time, personalized, and actionable
intelligence via Web, wireless, mobile, and voice
 Capabilities and content tailored to the device

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Siebel Analytics Server and Siebel Analytics Web
 Services that access data and return results to the user
 Determine appropriate source, generate SQL, and merge and
sort as necessary

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Siebel Relationship Management Warehouse
 Prebuilt database in star schema format
 Uses Siebel Analytics tools to design, manage, and run routines
to extract, transform, and load (ETL) data from the Siebel
eBusiness Applications (transactional) database and external
databases

Data is loaded W_GEO_D W_TERR_D

into prebuilt
star schemas
from tables in W_INDUSTRY_D
W_PRODUCT_D
the Siebel
transactional W_REV_F
database W_OFFER_D
W_POSITION_D

W_OPTY_D

W_PERSON_D W_ORG_D
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Siebel Analytics Administration Tool
 Tool to build a metadata model
 Outputs a repository file that is used by the services to resolve
requests in an optimized fashion

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Siebel Analytics Complete Solution
 Summary of Siebel Analytics as defined in this module:

Browser eMail WAP/Voice PDA Pager

Siebel Analytic Applications

Verticals: Auto, Consumer Sector, Life Sciences, CME, Finance, Insurance …
Horizontals: Customer, Sales, Service, Marketing, Executive, PRM, ERM …

Siebel Answers & Siebel Delivers Siebel Analytics

Intelligence Dashboard iBots Technology Server Access
(Interactive Access) (Proactive Alerts) (Open Interface)

Siebel Analytics Server

XML SRMW
server Siebel
Existing ODS,
with Relationship
Data Warehouses,
Merchant Legacy/ Siebel prebuilt Management
Data Marts
RDBMS Host DB ETL Warehouse
programs
Operational Sources Analytical Sources
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This Course
 Focuses on creating, modifying, and administering Intelligence
Dashboards for both standalone and integrated Siebel Analytics
applications
 Companion courses:
 Server Architect for Analytical Applications
 Target audience is individuals whose major role is to define, model,
and deploy the data used for analytics process
 Enables students to build an initial Siebel Analytics repository in a
standalone environment
 Data Warehouse Developer
 Target audience is individuals whose major role is to extract,
transform, and load data from Siebel applications and other data
sources into the Siebel Relationship Management Warehouse
 Enables students to install, design, customize, and configure the
Siebel Relationship Management Warehouse

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Certification
 Three role-based certifications and one master level certification
are available

Certified Certified
Analytics Analytics
Application Server
Developer Architect
Certified
Master Analytics
Consultant

Certified
Analytics
Data Warehouse
Developer

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Summary

This module showed you how to:

 Define and describe business analytics and business
intelligence
 Identify the analytics business challenge and the solution
provided by Siebel Analytics products
 Define and describe data warehousing
 Define and describe data modeling
 Identify and describe the Siebel Analytics products and
components used to support business intelligence
requirements

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