Oracle BI06 From Volume To Value - Presentation

Data Management & Warehousing

From Volume to Value:
What Next Generation Telco Data Warehouses
Must Do to Provide Value to the Business

David M. Walker
davidw@datamgmt.com

© 2006 Data Management & Warehousing Oracle Business Intelligence Page 1 of 30
Speaker: David M. Walker Thames Valley Park 30 March 2006

What do we have ?

•! A European Mobile Telco:
–! Data warehouse has over 150 Billion CDRs
–! Over 2000 registered users
•! But:
–! It takes 20 minutes to get answers to even the most
basic question which should only take seconds
–! Less than 100 people use it every day and they all
hate the reporting tools
–! Operations and support costs are soaring
–! Can’t get changes to the system through fast enough

What are the engagement issues ?

•! It doesn’t have anything for my role
–! Don’t let the data warehouse sit outside a business process
•! Identify where a report changes/helps
–! People don’t need to know that they are using the data
warehouse
•! Ensure that it is integrated in their daily activities
–! Pro-actively educate people about what is available
•! Most people see data warehouses as something remote
•! I’ve already got a report that does this
–! Normally the response from the spreadsheet jockey
•! But how accurate is it and how long does it take to produce ?


What are the users issues ?

•! I don’t know what information is available!
–! Users are unwilling to search too hard for what is available
–! Users are unable to comment quickly and easily on what is
available
–! Users ‘just’ want ‘the right report’ fed to them
•! The report I got was wrong!
–! Published data profiles tell users where the data issues are
–! Helps users understand the requirement for data cleansing
back into operational systems (GIGO)
–! Nobody available to quickly modify a report to what the user
actually wants


What are the users issues (cont.) ?

•! I asked them for this new report and they told me it
would be two months!
–! Who helps users to understand what is already available ?
–! Who is available develop a report quickly?
•! I went on a training course for the reporting tool but
that was six months ago and I can’t remember how
to use it now!
–! If users are going to use a tool they should be frequent
users with someone to support them
–! If not, then provide resource to do the work for them


Five things that can help

•! Exploitation/QuickService Teams

•! Data Profiling & Data Cleansing

•! Process Integration

•! Business Information Portals

•! RSS - Really Simple Syndication

Exploitation/QuickService Teams

•! Have a (small) team that is ‘here to help’
–! Available via:
•! Telephone
•! Chat Room
•! Web Conference
•! Issue Tracking System
–! Technology reduces costs of running a team and
makes the data warehouse feel more accessible
•! Will respond quickly to urgent requests
–! Even if the answer is it will take sometime to fulfil the
total requirement here’s what we can do now


Exploitation/QuickService Teams (2)

•! Look for heavy users and heavy queries and find ways to
help them
–! Cut out unused parts of the data warehouse
–! Optimise response of major users
–! Revise archiving strategy based on required data
–! Ultimately reduces operational and support costs
•! Visit frequent callers to the helpdesk
–! Re-enforce training
–! Gather new requirements
–! Pre-empt the need to call the helpdesk
•! But basically provide proactive support


Direct Access
to the Quick
Service Team

What’s related
develops
understanding

Pre-empt
FAQ’s

Quick Service
Team can monitor
and respond

Data Profiling

•! Look at your source systems and understand what the
data quality issues are
–! Which required fields are not populated ?
–! Which fields always have a default value ?
–! Do all customers have sufficient contact details ?
–! Etc.
•! Detect and capture issues in the Data Warehouse
–! Often related to issues of integration across systems
•! Set up targets to improve the data quality
–! Especially in the source system
–! Publish the metrics and identify responsible owners


Allow users to
see related
data quality


Data Cleansing

•! Fix data in the source systems
–! A data quality issue fixed in the source will have
benefits for other areas and often highlight business
process issues
•! Embed a call to the cleaning tool in all ETL
–! Rule based cleansers simple and easy to implement
–! Add the call even if there is no current requirement
–! Use a metadata driven tool so new rules can be
added
–! Track the success rate of the results
–! BUT: Maintain copies of the original data

Example Data Cleansing Issues

•! Standardisation of text
–! Prevents correct aggregation
–! Multiple spellings
•! e.g. Zürich, Zuerich, Zurich => Zurich, Rd => Road
–! Spaces
•! e.g. David_ _Walker is not the same as David_Walker
–! Standardization of case
•! E.g. David Walker => DAVID WALKER, Zurich => ZURICH
•! Range validation if dates
–! 13-Mar-0006 becomes 13-Mar-2006

More Data Cleansing Issues

•! Mapping of codes & translation
–! 01 means ‘Fixed Line’ in one system and ‘Roaming’ in another
–! A code meant one thing for a period of time and then it’s use
was changed to mean another thing after a certain date
•! Overcome System Defaults
–! 80% or all customers are MALE
•! Actually the default is MALE and most operators just tab over the
field
–! Date of Birth is nearly always empty
•! Optional field in source system – change to mandatory
–! Date of Birth is 01-01-1900
•! Mandatory field with no range checking and no option for declined


Process Integration

•! Put the data warehouse into the process rather
than sitting to one side
–! Use it to allow customers to compare price plans
online
•! But restrict price plans available based on profile
–! Trigger on-line offers and customised content when
customers log into the website
–! Add web ‘popup’ pages to existing internal
applications
•! Call centre gets an ‘image’ of the person they are talking to


Process Integration

onlinePlan:
Price Prepay 5
Stop Churn: No
•!Last Bill (View): price £0.50 available based on profile
But restrict plans
–! Trigger on-line offers9776 911
Last Call (Detail): 0118 and customised content when
Last Contact: 20-Mar-2006
customers log into the website
Next Best Offer: Text pack 50
–! Add web ‘popup’ 3 !
Open Cases (View):
Dropped Calls: pages to existing internal
! Teenager
applications
Network Quality: !!
Handset Type: ! ‘image’
•! Call centre gets an Texter 100of the person they are talking to


Process Integration

online Plan:
Price Domestic 100
Stop Churn: Yes
•! Last Bill (View):
But restrict price plans available based on profile
£37.50
Last Call (Detail): 07990 594 372
–! Trigger on-line offers and customised content when
Last Contact: 10-Jan-2003
customers log into Handset +£50
Next Best Offer: the website
Open Cases (View): 0
–! Add web Calls:
Dropped ‘popup’ pages to existing internal
"""
Single Working Female
applications
Network Quality: ""
Handset Type: " Cheapo X79a
•! Call centre gets an ‘image’ of the person they are talking to


Process Integration

online
Price Plan: Business 350
•! But restrict priceYes
Stop Churn: plans available based on profile
Last Bill (View): £180
–! Trigger on-line offers 028 911
Last Call (Detail): 07050 and customised content when
Last Contact: 15-Sep-2005
customers log into the +£0
Next Best Offer: Handset
website
–! Add web ‘popup’None
Open Cases (View): pages to existing internal
Dropped Calls: !! Business User
applications
Network Quality: #
•! Call centre gets ! Executive 3030 person they are talking to
Handset Type: an ‘image’ of the


Business Information Portals

•! Single touch point
–! The delivery mechanism for all business information
services.
•! Collaboration
–! Allows users to communicate
•! Synchronously (through chat & messaging)
•! Asynchronously (through threaded discussion & email
digests)
•! Integration
–! The connection of functions and data from multiple
systems into new components


Business Information Portals (2)

•! Content and document management
–! Services that support the full life cycle of document
creation and provide mechanisms for authoring,
approval, version control, scheduled publishing,
indexing and searching.
–! Consider a Wiki: a user editable webpage
•! Personalization
–! Allows users to subscribe (or be subscribed) to
specific types of content and services.
–! Users can also customize the look and feel of their
environment.


RSS - Really Simple Syndication

•! If I could offer you only one tip for the future,
RSS would be it.
–! Already an inbuilt technology in most web browsers
and mail clients
–! Very cheap to modify existing reports to work with it
–! Allows publish/subscribe to ‘news feeds’
•! These feeds would be reports by subject area
–! An established technology already widely in use
•! e.g. BBC, most newspapers, etc. & Podcasts
–! Can easily be integrated with textual content



<?xml version="1.0" ?>
- <rdf:RDF xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#" xmlns=http://purl.org/rss/1.0/>

RSS would be it.
- <channel rdf:about="http://www.datamgmt.com/files/phpwsrssfeeds/backend3.php">
<title>Data Warehousing Knowledge Base</title>
<link>http://www.datamgmt.com/</link>
<description>The Data Management & Warehousing Knowledge Base provides information and techniques about the design, build
and implementation of data warehousing solutions that we as a company use and hope that you will also find useful.</description>
<dc:date>2006-03-29T14:16:50+00:00</dc:date>
and mail clients
<image rdf:resource="http://www.datamgmt.com/images/phpwsrssfeeds/thumbs/logo_tn.gif" />
- <items>
- <rdf:Seq>
<rdf:li resource="http://www.datamgmt.com/index.php?module=article&view=news" />
</rdf:Seq>
</items>
</channel>
- <image rdf:about="http://www.datamgmt.com/images/phpwsrssfeeds/thumbs/logo_tn.gif">
<title>Data Warehousing Knowledge Base</title>
<link>http://www.datamgmt.com/</link>
<url />
</image>
- <item rdf:about="http://www.datamgmt.com/index.php?module=article&view=76">
<title>Data Management & Warehousing White Papers</title>
•! e.g. BBC, most newspapers, etc.
<link>http://www.datamgmt.com/index.php?module=article&view=76</link>
<description>Data Management & Warehousing is publishing a series of white papers on topics relating to data warehousing.

This article lists each paper and provides a synopsis<br />Updated:</description>
</item>
…



RSS would be it.
and mail clients


What to use RSS for

•! Publishing batch reports
–! By subject area
–! By user community
•! Publishing requirements
•! Publishing analysis
•! Publishing data quality issues and reports
•! Publishing merged feeds
–! Reports & Data Quality issues together
•! Podcasting

More than just reporting

•! Some of the biggest benefits come from the
process of building the data warehouse and
integrating it into the business
–! Builds a better understanding of what data is available
–! What the data means to the organisation
–! How it can be structured to make more sense across
the whole organisation.
–! Where information sits in the business process


What do we want to be ?

•! A European Mobile Telco:
–! Data warehouse has over 150 Billion CDRs
–! Over 2000 registered users
•! But:
And:
–! It takes 20where to get basic answers quickly and effective.
–! Users know minutes to get data from to even the most
–! basic question which shouldtake totakeunderstand the
They know how long a report will only run, seconds
data quality and can subscribe to have it delivered to them
–! Less than 100 people use it every day and they all
–! 100’s of people visiting the business information portal each day
hatevery few directly using reporting tools, and 1000’s using the
with the reporting tools
–! Operationseven realising costs are soaring
data without and support
–! Can’t get changes to the system are targeted against the
–! Operations, support costs and change through fast enough
highest value returns

Data Management & Warehousing

Thank you !

•! For more information:
–! Visit our website at http://www.datamgmt.com
–! Call us on 07050 028 911
–! E-mail davidw@datamgmt.com

Winning Teams - Great Team Players

Data Management & Warehousing are proud player sponsors for the 2005/06 season of
Joe Worsley, utility back row with the English Rugby Premiership Champions London Wasps.

Joe has helped London Wasps win the Zurich Premiership in 2002-03, 2003-04 and 2004-05
©as wellManagement Heineken Cup in 2003-04. Joe was also a member of the England World Cup squad of 30
2006 Data as the & Warehousing Oracle Business Intelligence Page 30
and was awarded an MBE by the Queen.

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