Personalized Business Intelligence

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1 Personalized Business Intelligence arcplanet, Claus Nagler Head of Business Intelligence Solutions & Services Bayer Business Services GmbH

2 Agenda Introduction Bayer Company Profile Personalized Business Intelligence Arcplan Engage Personalized Business arcplanet 2011 Page 2

3 Business Intelligence - An ever lasting Challenge? Efficient communication is a key to progress in all fields of human endeavor. It has become evident in recent years that present communication methods are totally inadequate for future requirements. Information is now being generated and utilized at an ever-increasing rate because of the accelerated pace and scope of human activities. Undoubtedly the most formidable communications problem is the sheer bulk of information that has to be dealt with. H.P. Luhn A Business Intelligence System, IBM Journal * October 1958 Personalized Business arcplanet 2011 Page 3

4 Business Intelligence - Business needs Information not Data Business needs: Increasingly detailed information Increasingly comprehensive information increasingly updated information better automated decision support. Fast and secure decisions are significant contribution to generate market advantages. Business Intelligence (BI) refers to the systematic use of information within the company and the outside world (marketplace) for decisions. Personalized Business arcplanet 2011 Page 4

5 Agenda Introduction Bayer Company Profile Personalized Business Intelligence Arcplan Engage Personalized Business arcplanet 2011 Page 5

6 Business Areas Company Profile 2011 Bayer AG Slide 6

7 Bayer Business Services in the Bayer Group Bayer AG Business areas Service areas Bayer Business Services Bayer HealthCare Bayer CropSciene Bayer Material- Science Bayer Technology Services Currenta Personalized Business arcplanet 2011 Page 7

8 Engage. Enable. Empower. Bayer Business Services is the Bayer Group s global competence center for IT and business services. EUR million in sales* 5,582 employees* * 2009 globally; employees expressed as full-time equivalents Personalized Business arcplanet 2011 Page 8

9 Agenda Introduction Bayer Company Profile Personalized Business Intelligence Arcplan Engage Personalized Business arcplanet 2011 Page 9

10 Current challenges in BI the end user s view One of the most crucial problems in communication is that of channeling a given item of information to those who need to know it. Present methods of accomplishing this are inadequate and the general practice is to disseminate information rather broadly to be on the safe side. An objective of the Business Intelligence System is to identify related interests by use of profiles of action points. H.P. Luhn A Business Intelligence System, IBM Journal * October 1958 We are Data Rich but Information Poor Personalized Business arcplanet 2011 Page 10

11 Current challenges in BI the end user s view Perspectives of a user looking for information: More than one source is available and each source is complex and packed with information like a library Typically the needed information has to be retrieved Which report document is the right one and where can I find it? Which source is the best for the information needed? What are the others working with? Anything new in the system? Are there other documents carrying information that should also be considered? Personalized Business arcplanet 2011 Page 11

12 Hype and reality Social media in the enterprise (E2.0) Wikis Agile xxx (Enterprise, BI, ) Collaborative Decision Making Find instead of Search Web 2.0 and BI Web based BI FrontEnds MashUps Gadgets / Widgets Ad hoc reporting Current interfaces are not personalized and do not analyze user behavior Reports are generated by power-users and may never be used no rating possibility by end-user Users spend much time finding relevant reports due to their large number Missing exchange of expertise among end-users Report search function is insufficient / nonexistent Providing users with adequate reports is time-consuming and expensive Personalized Business arcplanet 2011 Page 12

13 Innovation Project Personalized Business Intelligence Idea: Business Information Store User Interface for reports structured like an internet shop Product = Report or Information The innovation is the special combination of functionalities: 1. Recommendation of reports based on Data-Mining methods (like Amazon) 2. Rating functionality of reports 3. Search engine for reports (content specific, like Google) 4. Collaboration amongst users (Annotations, shared working, ) 5. Connection of external feeds or links & favorites in User Interface 6. Realization as a framework technology Personalized Business arcplanet 2011 Page 13

14 Personalized Business Intelligence Modules Personalized Business arcplanet 2011 Page 14

15 Search Module :: Concept Three ways to find information Classical search: Google-like search within meta data of reports & Sharepoints Search filter by content, time, report type Visual search: Browsing in a tag cloud with predefined search terms People who do not know what to search for, should also be able to find results Semantic search: The key element is that the application in context will try to determine the meaning of the text or other data and then create connections for the user Personalized Business arcplanet 2011 Page 15

16 Rating Module :: Concept Rating possibility of end-users for information found in the shop plus: Rating of ratings Tracking of user clicking behavior & usage statistics (average viewing time, navigation time) Evaluation of ratings input to personalization recommendation of similar rated items ignoring disliked items input to site administrators / report owners to improve report as a feedback Personalized Business arcplanet 2011 Page 16

17 Recommendation Module :: Concept Application of two recommendation concepts: 1. Collaborative (social filtering): User-similarity evaluating user profiles and/or similar rated items Similar users also viewed following report 2. Content based: Co-occurence of execution of reports conclude in recommendations for new ones Users who viewed this report, also viewed 1. Controller Accounting Controller Accounting Open issues: What is being tracked in BI (execution, navigation etc.) and can be used for recommendation? Is it possible to load this data into a recommendation engine (manual or automated)? Data privacy 2. Personalized Business arcplanet 2011 Page 17

18 Recommendation Module :: Concept Recommendations have to be helpful, otherwise user acceptance is never gained (Amazon.de , Recommendations for ipad 64GB ) Personalized Business arcplanet 2011 Page 18

19 Recommendation Module :: Realization A recommender system for E- Commerce is installed and configured on test system SAP BW Query usage statistics (who used which query) have been imported into recommender system and contentbased rules generated Also possible to evaluate usage statistics (top queries, top users etc.) Next step: collaborative rule generation Personalized Business arcplanet 2011 Page 19

20 Social Networking Module :: Concept Concept: Connection of PBI to MySite platform (based on Sharepoint 2010 technology) Basic information about all users is available Personal information has to be published by user in profile Can be accessed through open web service interface mysite architecture Personalized Business arcplanet 2011 Page 20

21 Agenda Introduction Bayer Company Profile Personalized Business Intelligence Arcplan Engage Personalized Business arcplanet 2011 Page 21

22 Same old story with a new technology? Personalized Business arcplanet 2011 Page 22

23 Arcplan Engage Prototype look & feel Personalized Business arcplanet 2011 Page 23

24 Arcplan Engage in Personalized BI Project Personalized Business arcplanet 2011 Page 24

25 Arcplan Engage in Personalized BI Project Personalized Business arcplanet 2011 Page 25

26 Arcplan Engage in Personalized BI Project Personalized Business arcplanet 2011 Page 26

27 Arcplan Engage in Personalized BI Project Personalized Business arcplanet 2011 Page 27

28 Personalized Business Intelligence Next steps Linking Recommender Engine to arcplan Engage Loading further BW query information into Sharepoint Linking User information on Sharepoint MySite to Personalized BI Define concept for implementation of ranking Define concept for sorting search results by relevance Personalized Business arcplanet 2011 Page 28

29 Thank you for your attention Claus Nagler Head of Business Intelligence Solutions & Services Bayer Business Services GmbH Bayer Business Services GmbH Customer & Sales Service Center Leverkusen, Germany Internet: Personalized Business arcplanet 2011 Page 29

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