Business Analytics With Management Science Models and Methods

Chapter 1
Business Analytics with

Management Science
Business Analytics with Management Science

Models and Methods
Arben Asllani
University of Tennessee at Chattanooga
Chapter Outline
 Chapter Objectives
 Prescriptive Analytics in Action: Success Stories
 Introduction to Big Data and Business Analytics
 Implementing Business Analytics
 Business Analytics Domain
 Databases and Data Warehouses
 Descriptive Analytics
 Predictive Analytics
 Prescriptive Analytics
 Challenges with Business Analytics
 Three Vs of Big Data
 Exploring Big Data with Prescriptive Analytics
 Wrap up
Chapter Objectives
 Emphasize the importance of business analytics in today’s

organizations;
 Discuss the scope of business analytics and the set of skills
required for business analyst practitioners;
 Explain Big Data and it impact on Management Science
 Offer a Methodology for implementing Big Data initiatives
 Discuss challenges faced by organizations when implementing
business analytics;
 Examine new challenges faced by management scientists in the
era of Big Data.
Prescriptive Analytics in
Action: Success Stories
 67% of companies use data analytics to gain a
competitive advantage compared to only 37% in
2010
 First Tennessee: increases ROI by 600%
 Target’s Revenue: $23 billion since the
implementation of the new analytics approach
 LinkedIn
 People you may know- ads achieved a 30%
higher click-through rate

 Millions of new members-today over 260 million
Introduction
 Big data
 Automatic capture of massive date
 Business Analytics
 Definition of business analytics
 Wayne Winston: ”using data for better decision making.”
 Four major fields:

1. Information management
2. Descriptive analytics
3. Predictive analytics
4. Prescriptive analytics
Implementing Business
Analytics
 8-step cycle (LinkedIn’s Big Data initiative)
1. Understand the company’s products in depth
2. Establish tracking mechanisms to retrieve the data about the
products
3. Deploy good quality data throughout the enterprise
4. Apply real time analysis to the data
5. Use business intelligence to standardize reporting
6. Use more advanced analytics functions to discover important
patterns
7. Obtain insights to extract relevant knowledge from the patterns
8. Make decisions to derive value using the knowledge discovered
Business Analytics Domain
Database and Data Warehouse
 Serve as the foundation of business analytics

 Principles of database design and implementation:
 Conceptual, logical and physical modeling
 Relational Databases
 ETL process (Extraction, Transformation and
Loading)
 SQL (Structured Query Language)
 NoSQL (Non-Structured Query Language)
Descriptive Analytics
 Function:
 describe the main features of organizational data
 Common tools:
 sampling, mean, mode, median, standard deviation,
range, variance, stem and leaf diagram, histogram,
interquartile range, quartiles, and frequency distributions
 Displaying results:
 graphics/charts, tables, and summary statistics such as
single numbers
Predictive Analytics
 Function:
 draw conclusions and predict future behavior
 Common tools:
 cluster analysis, association analysis, multiple regression,
logistic regression, decision tree methods, neural
networks, text mining and forecasting tools (such as time
series and causal relationships)
 Example of Fandango
Prescriptive Analytics
 Function:
 make decisions based on data
 Common models:
 linear programming
 sensitivity analysis
 integer programming
 goal programming
 nonlinear programming
 simulation modeling
Challenges with Business
Analytics
 Lack of Management Science Experts
 Spreadsheet modeling
 Simple formulation
 Seek practical solutions
 But limited in the amount of data they can store
 Analytics Bring Change in the Decision-Making Process
 Information based decision can upset traditional power
relationship
 The case of Oberweis Dairy (Illinois)
 Data analytics changed the focus: from marketing to strategic
Challenges with Business
Analytics
 Big Data Leads to Incorrect Information
 Difficult for data analyst to find the right information
 The case of AboutTheData.com
 Big Data Demands Big Thinking

 Big data demands new techniques
 Big data requires a new way of thinking
What is Big Data?
 Structured in-house operational databases

 External databases
 Automatically captured
 Often non-structured data from social networks, web
server logs, banking transactions, content of web
pages, and emails
 Combined into non-normalized data warehouse
schema
Three Vs of Big Data
 Volume: the quantity of data
 Larger than the volume processed by conventional relational database
 Benefits all descriptive, predictive, and prescriptive
 Benefits stochastic models as well
 Velocity: the rate at which data flows
 Prescriptive models run in the background and take data from input to
make an optimal or near optimal decision
 Variety: different data sources in different formats
 The implementation of management science models requires
an additional layer to make the input data uniform
Exploring Big Data with
Prescriptive Analytics
 Volume:
 generally improves the quality and accuracy of optimization
models
 Velocity:
 Prescriptive modeling techniques can take advantage of
velocity
 They can be modeled to run in the background and can be
connected with live operational databases or data warehouses
 Variety:
 a hindrance to the implementation but negative impact can be
mitigated with right technological framework
Big data
Challenges to LP Technology-based Solutions Methodology-based Solutions
dimension
Managing large  Advanced software  Standardize the ETL

Exploring
and rapidly Big Data
programs able to process processes to automatically
Volume
increasing data
sources
with Prescriptive
large number of
constraints and decision
Analytics
capture and process input
parameters
variables  Encourage system-driven
versus user-driven
optimization programs
Dealing with  Relational database  Add data structuring prior
heterogeneity of systems and declarative to analysis
data sources query language to retrieve  Implement data cleaning
data input for optimization and imputation techniques
Variety
Dealing with models
incomplete data  ETL toward specialized
sets optimization driven Data
Marts
Managing large  Advanced optimization  Consider a trade-off
and rapidly software with the between less than optimal
changing data sets capability to reach optimal but time feasible and
solutions within a feasible practical solution and
Velocity Reaching on-time amount of time optimal but complex and
optimal solutions  Use optimization often delayed solutions
for operational packages that directly
business connect to operational
intelligence data bases
Wrap Up
 In the era of Big Data, management scientists have
“rediscovered their roots” and are modifying traditional
techniques:
 better process large volumes of data
 offer simpler and practical models
 utilize spreadsheet modeling techniques
 offer practical solutions, which can be implemented in real time.
 Several optimization software programs exist
 Solver is an excellent program
 solve mathematical programming models
 perform what-if analysis and optimizations
Wrap Up
 Two-step approach:
 setting up a template
 running Solver and analyzing the results
 ETL processes can be used to automatically capture
and process input parameters
 Design optimization models that are process driven
 continuously adjust input parameters and periodically produce
optimal solutions

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What are the four major fields of business analytics according to Wayne Winston?

What are the steps in LinkedIn's 8-step cycle for implementing business analytics?

Chapter 1

Business Analytics with

Business Analytics with Management Science

 Emphasize the importance of business analytics in today’s

higher click-through rate

 Four major fields:

 Serve as the foundation of business analytics

 Big Data Demands Big Thinking

 Structured in-house operational databases

Managing large  Advanced software  Standardize the ETL

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