Together we’re a bestseller
OBIEE - The Rising Sun
Leaving stars and snow behind
Emiel van Bockel
Centraal Boekhuis
Introduction
Emiel van Bockel - Manager Information Services
- Bachelor Information Engineering
- Master in Management & ICT
highlights
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Mars / CHV / Digital
Tulip Computers („95)
Campina Melkunie („97)
Aviko (‟99)
Centraal Boekhuis („00)
since 1997
1e - SAP
Oracle
Business Objects
OBIEE
BI Award (publics) winner 2007
Best speaker Computable seminar 2008
Keynote speaker European TDWI seminar 2008
Speaker Web seminar Oracle BI SIG
Articles: „The success behind BI‟ / „Enterprise Warehouse Architecture‟
Oracle Journal of Management Excellent issue 4
- What does information do to a user?
- What does a user do with information?
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Company impression
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Profile
Centraal Boekhuis
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The leading logistic service provider (Dutch book market)
Linking pin between publisher and bookseller
Storage, distribution and transportation of books
Invoicing, accounting and information
More than 67 million books per year
publisher
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Centraal
Boekhuis
bookseller
Business Intelligence @ CB
Aiding our mission
 Operational excellence in logistics for the supply chain
 Supporting our customers (distribution and sales information)
Internal Business Intelligence
 The flow of goods (books)
 Revenues (of our services)
External Business Intelligence
 Publisher
 Bookseller
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Warning
Theory
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Practice
Introduction
Lets talk about: how OBIEE federated query enables us to
use different modelling techniques (“federated modelling?”).
Enterprise Architecture and Business Intelligence
„the user‟
Star schema and snowflake modelling
OBIEE as solution enabler for agile and flexible BI
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DWH Architecture
Data Warehouse
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Data Marts
DM View
DISTRIBUTION
TRANSPORT
A
O
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T
SALES
I
R
S
A
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R
O
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T
T
C
P
#
T
TIME
TIME
TIME
TIME
RECEIVER
RECEIVER
OWNER
PRODUCT
ORDER
SENDER
CUSTOMER
CUSTOMER
ARTICLE
ITEM
ARTICLE
DATAWAREHOUSE
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REVENUE
C
Thinking
How is a dimension related to
a Business Entity from an
Enterprise Architecture point of view?
Why is everybody always discussing
about snowflaking and
starschema´s?
Why are there so many
copies of dimensions?
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OBIEE – The Rising Sun
Leaving stars and snow behind
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Idea ….
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The User
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External Business Intelligence
publisher
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Centraal
Boekhuis
bookseller
Need for information
Dutch publishers
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Increasing competitive market
More need for information
CB delivers logistic as well as information services
Information
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Managing primary processes
Insight in costs and cash flow
Analysis and forecasting
Stronger negotiation position with booksellers
Benchmarking
Process and information
Additional (management- & market information)
Standard (reporting)
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The success
Publishers
 Very satisfied (enthusiastic)
 Score “good” to “very good”
 75% of all publishers (500) live within 1 month
 They say they are better informed
The commercial success for CB
 the given target is realized 5 times faster
 ROI < 1 year
 25% growth within the first year
Users
 500 Publishers
 1500 Named users
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What‟s behind the success
Put the user in the middle
The level of information
“You don‟t know, what you want to know.”
“What decisions need to be made?”
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The user
Simplicity
 Clear overview
 Consistency
 Flexible
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(filters & zoom in)
Level of information
Models
GROWTH
Graphics
Dynamic reports
Excel
VALIDATION
Dashboards
Fixed reports
Everybody walks through every level
You can‟t start at an upper level
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“You don‟t know, what you want to know”
What does a user want to know?
 Everything
 Especially, NOW!
sql prompt> select all from database;
Yes
Nice report, but can it be changed …
Nice report, but I don‟t really need it …
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Oh no
“Which decisions need to be made?”
Business Intelligence
 Business ≈ doing business
 Intelligence ≈ it‟s about knowledge
 Doing business aided by knowledge
Sense
&
Notion
DATA
Experience
Competence
Attitude
INFORMATION
KNOWLEDGE
KNOWLEDGE = I x ECA
Facts
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Action
“Which decisions need to be made?”
Sales manager
 Hurry up, I am late!
Racing driver
 With oversteer it will be ok!
Courier
 Can I park my truck?
Employee
 I am going to fill up my car first..
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My advise
~20% information
~80% ECA
1. Put the user in the middle
2. Define your business processes
3. Decide which decisions need to be made
4. Relate the information to it
5. Don‟t change your course of action!
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Worlds around the User
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Business Intelligence
Information prior to process
Business Process Management
Process prior to information
Enterprise Architecture
Their own way
Very structured
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Business Process
Definition
of activities
and processes
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Enterprise
Architecture
Business
Intelligence
Definition
of structure
Definition
and
of data
INFORMATION and
requirements
to combine
information
both
Granularity
Inconsistent
Ambiguity
Listening
Business
knowledge
Workflow
presentation
Modeling
& Analyses
Information
presentation
Enterprise architectuur
Business architecture
System architecture
Technical architecture
Business - Information
One definition
Transformation
Technical implementation
Multiple applications and tables
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Business Intelligence
Datawarehousing
ETL
Business - Information
One definition
Transformation
Technical implementation
Multiple applications and tables
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Business Information Model
BUSINESS INFORMATION MODEL
Business
Intelligence
Enterprise
Architecture
Dimension
Information
Object
Transformation
logic
Transformation
logic
Consolidation
DWH
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Table
PRODUCTION
Business Information Model
CUSTOMER
CONTRACT
ORDER
EMPLOYEE
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SERVICE
PRODUCTION
ASSETS
PRODUCT
DELIVERY
PAYMENT
LOCATION
Guidelines
Enterprise Architect
 Use Business Information Model as base (communication)
 Think how to implement using the rules of modeling
 ERD / 3NF
Business Intelligence Engineer
 Use Business Information Model as base (communication)
 Think how to implement using the rules of modeling
 No Starschema‟s, no Snowflakes, let‟s call it the sun
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Perspectives
Presentation
CUSTOMER
SERVICE
PRODUCT
Logical
GROUP
Physical
DELIVERY
DATA MART
SALES
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CUSTOMER
TYPE
Star versus Snow
CUSTOMER
CUSTOMER
FRANCHISE
ID
NAME
FRC_ID
Discussion
 History
 Granularity
FRANCHISE
Create table customer
ID
NAME
FRANCHISE
number(10),
varchar2(30),
varchar2(20)
EFFECTIVE
date (SCD3)
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Create table customer
number(10),
varchar2(30)
number(3)
Create table franchise
ID
FRANCHISE
number(3),
varchar2(20)
History tracked in fact table
Create table sales
TIME_ID
number(8)
CUST_dim_ID number(10)
SALES
number(10)
SALES
CUSTOMER
FRANCHISE
Create table sales
TIME_ID
CUST_ID
SALES
number(8)
number(10)
number(10)
SALES
CUSTOMER
Create table sales
TIME_ID
CUST_ID
FRC_ID
SALES
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number(8)
number(10)
number(3)
number(10)
CUSTOMER
FRANCHISE
current
SALES
history
FRANCHISE
Let‟s Cook
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Federated dimensions / Loosely coupled facts
SIMPLE FDIM
MUTIPLE FDIM
FRANCHISE
IMPRINT
CUSTOMER
BOOK
COMPLEX FDIM
YEAR
MONTH
GENRE
WEEK
DAY
Create table sales
DAY_ID
CUST_ID
FRC_ID
BOOK_ID
SALES
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number(8)
number(10)
number(3)
number(10)
number(10)
Create table distribution
SALES
DISTRIBUTION
MONTH_ID
CUST_ID
GENRE_ID
DISTR
number(6)
number(10)
number(4)
number(10)
Total view
OLTP
relation
prod-rel
type
prod-gr
customer
franchise
oms_customer
relation
Order system
fran-rel
oms_order
order
DWH
1
owner
3
pms_product
franchise
pms_owner
ODS
relation
product
4
year
sales
relation
type
month
delivery
group
day
Product system
FEDERATED DIMENSIONS
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group
2
order
product
product
revenue
DATAMARTS
OBIEE – Federated query
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Conclusion
Use federated dimensions
Normalize your dimensions
Normalize your DWH
Keep track of history in DWH
Generate loosely coupled facts
Put history (if needed) into facts
This will lead to agile flexible BI
ready for the future
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[email protected]
Blog: www.bifacts.com / www.obiee.nl
Suggested reading: Oracle Journal Management Excellent #4
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