From Business Models to BI Models. Lawrence Corr

Transcription

1 From Business Models to BI Models Lawrence Corr

2 Essentially, all models are wrong, but some are useful. George E. P. Box

3 Business Models A business model describes the rationale of how an organization creates, delivers and captures value. Alexander Osterwalder, Business Model Generation. Tim Clark, Business Model You

4 What

5 DW/BI Challenges (and Opportunities) Capturing detailed BI requirements Responding to Agile Software Development Incremental development Proactive design parallel development Copyright Lawrence Corr 2012

6 What

7 Entity Relationship Model

8 Data Vault Model

9 Dimensional Model CALENDAR Date Key Date Day Day in Week Day in Month Day in Qtr Day in Year Month Qtr Year Weekday Flag Holiday Flag SALES FACT Date Key Product Key Store Key Promotion Key Quantity Sold Revenue Cost Basket Count PRODUCT Product Key Product Code Product Description Product Type Brand Subcategory Category STORE Store Key Store Code Store Name URL Store Manager Region Country PROMOTION Promotion Key Promotion Code Promotion Name Promotion Type Discount Type Ad Type

10 Dimensional Modeling Star Schema Data Driven (Supply) 1 st Generation Data Warehouse Design Dimensional Data Warehouse Analysis Reporting Driven (Demand) Entity Relationship Modeling 3NF Copyright Lawrence Corr 2012

11 Reporting-Driven Analysis BI Stakeholders BI Stakeholders BI Stakeholders Business Analyst Interview notes Requirement Document Data Modeler Data Models Database Schemas Copyright Lawrence Corr 2012

12 Reactive Data Warehouse Design BI Backlog 1997 OLTP Development ETL Development OLTP Design OLTP Deployment DATA DW Design DW Deployment Copyright Lawrence Corr 2012

13 Proactive Data Warehouse Design This Year Now Next Year OLTP Development OLTP Design DW Design OLTP OLTP & DW Deployment DATA ETL Development Copyright Lawrence Corr 2012

14 Data Modeling Data modeling is the act of exploring data-oriented structures. Evolutionary data modeling is data modeling performed in an iterative and incremental manner. Agile data modeling is evolutionary data modeling done in a collaborative manner. Scott Ambler

15 Why

16 Why Model with BI Stakeholders? Scope and Prioritisation Discover how business events are described Dimensions Determine how they are measured Unearth budgets, forecasts, targets and other user-controlled data sources Extra data, Common summarization levels: Physical Optimization Creates business ownership and pride in the DW design Copyright Lawrence Corr 2012

17 What

18 Techniques and Terminology Scrum Project Management ScrumMaster, Product Owner, Daily Scrum, Sprint, Product Backlog, Sprint Backlog, Burndown Chart Extreme Programming (XP) Software Engineering User Stories, Daily Stand-Up, Iteration, On-Site Customer, Pair Programming, Test-Driven Development (TDD), Continuous Integration

19 User Stories Usage Requirements

20 Data Stories Data Requirements

21 What

22 What is a dimensional model, really? CALENDAR Date Key Noun PRODUCT Product Key Noun Date Day Day in Week Day in Month Day in Qtr Day in Year Month Qtr Year Weekday Flag Holiday Flag Adjectives STORE Store Key Noun SALES FACT Date Key Product Key Store Key Promotion Key Verb Quantity Sold Revenue Adverbs Product Code Product Description Product Type Brand Subcategory Category Adjectives PROMOTION Promotion Key Noun Store Code Store Name URL Store Manager Region Country Adjectives Promotion Code Promotion Name Promotion Type Discount Type Ad Type Adjectives Copyright Lawrence Corr 2012

23 How

24 Modelstorming: Data Modeling + Brainstorming Quick Inclusive Developers Data Modeler BI Stakeholders Interactive Fun Copyright Lawrence Corr 2012

25 How How Who When What Where Many Why

26 BEAM How Why When What How Many Where Who Business Event Analysis & Modeling

27 Using the 7Ws to tell Data Stories Who What When Where Who does what? How Many Why How Copyright Lawrence Corr 2012

28 Using the 5Ws and 2Hs to tell Data Stories Wie wat wanneer waar Wie doet wat? hoeveel waarom hoe

29 1. Modelstorm a Business Event Who does what? (that we need to measure next) Customer buys product BEAM Modeler (Responsible) Subject Verb Object BI Stakeholders Copyright Lawrence Corr 2012

30 Model it using a BEAM Table an Example Data Model Event Name (filled in later) Subject Column Name Verb Object Column Name CUSTOMER [who] buys PRODUCT [what] Column Type Event Stories (4-6 rows) Details Copyright Lawrence Corr 2012

31 When

32 Example Stories Missing Value Possible CUSTOMER buys PRODUCT on SALE DATE [who] [what], MD [when], MD Elvis Priestley ipip Blue Suede 18-May Vespa Lynd POMBook Air 29-Jun Elvis Priestley ipip Blue Suede 18-May Phillip Swallow ipom Pro 14-Oct-2011 Unknown ipip G1 10 Years Ago US Senate ipom + Printer Yesterday US Senate ipip Touch Yesterday Group Stories CUSTOMER can be an organisation. PRODUCT can be a bundle of products MD: Mandatory Detail Typical Event Story Repeat of Typical Story used to discover what makes each story unique Oldest Event Story Deleted PRODUCT? Do we need to go back this far? Most Recent Stories use Yesterday rather than date to show the urgency of the required data Copyright Lawrence Corr 2012

33 When Are there any other dates/times closely

34 Durations: Modeling with Timeline Fixed Milestone Variable Milestone Repeating Milestone Delivery Time Packing Time Delivery Delay Order Date Ship Date Delivery Due Date Delivery Date Copyright Lawrence Corr 2012

35 Who

36 Adding a Second Who Detail from Preposition CUSTOMER buys PRODUCT (on SALE DATE) from SALESPERSON Second who detail CUSTOMER buys on from SALE PRODUCT DATE SALESPERSON [who] [what], MD [when], MD [who] Elvis Priestley ipip Blue Suede 18-May James Bond Vespa Lynd POMBook Air 29-Jun-2011 N/A Elvis Priestley ipip Blue Suede 18-May-2011 James Bond Phillip Swallow ipom Pro 14-Oct-2011 George Smiley Unknown ipip G1 10 Years Ago Unknown US Senate ipom + Printer Yesterday Capital Team US Senate ipip Touch Yesterday Capital Team Event without a SALESPERSON is possible SALESPERSON can be a group or team New and old SALESPERSON Copyright Lawrence Corr 2012

37 What

38 Where

39 How Many?

40 Why

41 How

42 Completed Event Table CUSTOMER ORDERS [DE] orders on for delivery on from at for delivery to CUSTOMER PRODUCT ORDER DATE DELIVERY DUE DATE SALES SALESPERSON LOCATION DELIVERY ADDRESS [who] [what] MD, GD [when] MD [when] [who] [where] [where] Elvis Priestley ipip Blue Suede 18-May May-2011 James Bond POMStore NYC Memphis, TN Vespa Lynd POMBook Air 29-Jun Jul-2011 N/A store.pom.com London UK Elvis Priestley ipip Blue Suede 18-May May-2011 James Bond POMStore NYC Memphis, TN Phillip Swallow ipom Pro 14-Oct-2011 Not Applicable George Smiley POMStore London Not Applicable Unknown ipip G1 10 Years Ago Not Applicable Unknown Amazon.com Not Applicable US Senate ipom + Printer Yesterday 3 Days from now Capital Team MY-POM Washington, DC US Senate ipip Touch Yesterday 3 Days from now Capital Team MY-POM Washington, DC for on with using ORDER QUANTITY REVENUE PROMOTION DISCOUNT ORDER ID [Retail Units] [$,,!, ] [why] [$,,!,, %] [how] GD 1 $249 No Promotion 0 ORD ,400 Launch Event 10% ORD007 1 $249 No Promotion 0 ORD ,500 Star Coupon 150 ORD $20,000 Trial Price $2,500 ORD $150,000 New Deal $20,000 ORD $25,000 New Deal $1,000 ORD5466 Copyright Lawrence Corr 2012

43 Event Matrix: Data Modeling and Planning Details/Dimensions (BEAM* Sequence) Departments/Groups COMPONENT WAREHOUSE Dimension Im Importance CARRIER RESELLER SUPPLIER EMPLOYEE Estimate PROCESS PRODUCT SHIP MODE CONTRACT Marketing TEST PLANT STORE Sales ons PO EVENT (who does what) Product Development Finance Process Sequence Manufacturing who what where why & how stakeholder group Events (Time/Value Sequence) MANUFACTURING PLANS Plant builds Product BILL OF MATERIALS Product made from Component PURCHASE ORDERS Employee purchases Component COMPONENT DELIVERIES Supplier delivers Component SUPPLIER PAYMENTS Employee pays Supplier COMPONENT INVENTORY LEVELS Plant stocks Component QA TESTS Employee tests Product MANUFACTURING PROCESSES Plant runs Process PRODUCT INVENTORY LEVELS Warehouse stocks Products WAREHOUSE SHIPMENTS Carrier ships Product Importance Estimate !!!!! " " "! " 6! " "!! " "! 6! "!! "!! " 4!!!! " 2!!! " 6 20!!!! "!! " 5!!! "!! " 2!!!!! 7! "!!!! "! : Event Owner *! : Event references dimension * : Event creates dimension! : Interested Stakeholder Copyright Lawrence Corr 2012

44 Business Models A business model describes the rationale of how an organization creates, delivers and captures value. Alexander Osterwalder, Business Model Generation. Tim Clark, Business Model You

45 Day Month Year No. Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform? Who What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams? When How Many What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? How Who What Where What value do we deliver to the customer? Which one of our customer s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying? What What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they? they?why How How Where Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines? For whom are we creating value? Who are our most important customers? When How Many Who When What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? How Many For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? How Many This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

46 Star Schema Layout When How Who Date/Month/Period Transaction Type/Method Customer When How Who Time When Event/Fact How How Many Employee/Organisation Who Location/Store/Hospital Promotion/Reason Product/Service Where Why What Where What Why Copyright Lawrence Corr 2012

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48 N W E S

49 The BI Model Canvas Title, Author(s), Date/Version When When does it happen? Date Time Time Zone Period Timeline: Milestones How How does it happen? How do we know it happened? How do we uniquely identify a fact/event? Activity, Process, Event Effect, Outcome Transaction Type Transaction # [Degenerate Dimension] Step # [Granularity, Event Type: Discrete, Evolving, or Recurring] Who Who does what? How do we organize them? How do they change? Who else is involved? Customer: Business, Consumer, Segment Employee Supplier Partner Third Party How Many How many/much is involved? How long doe it take? Revenues Costs Quantities, Balances Activity/Status Counts Durations [UoM, Fact Type: Fully Additive, Semi-Additive, Non-Additive] Where Where does it happen? Where doe it refer to? Location Branch, Store, Facility, Channel URL Map: Start, Previous, Current, Next, Last What What is involved/used? How are they organised? How do they change? Value Proposition Product Service Resource Why Why does it happen? Can it be different? If so, why? Cause, Reason Promotion, Deal Agile Data Warehouse Design: Inspired by The Business Model Canvas ( this work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License. 2012, Lawrence Corr

50 The BI Model Canvas When does it happen? sed) Cost es Structur Value Proposition Product Service Resource Value Propositions Key Resources (other) Inspired by The Business Model Canvas ( this work is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License. 2012, Lawrence Corr b ) (human What is involved/used? How w are they organised? How do they change? What Customer Why does it happen? Can it be different? ere If so, why? Relationships Cause, Reason Promotion, Deal Agile Data Warehouse Design: Customer Segments Key pss hiip Partnersh Key es Resourc Channels Why Reven ue Streams [UoM, Fact Type: Fully Additive, Semi-Additive, i-additive, Non-Additive] Customer: Business, Consumer, Segment nt Employee Supplier Partner Third Party Who does what? How do we organize them? em? How do they change? Who else is involved? d? Key Activities How many/much is involved? How long doe it take? (location- ba Who Revenues Costs Quantities, Balances Activity/Status Counts Durations Title, Author(s), Date/Version How Many Key Resources Channels Evolving, [Granularity, Event Type: Discrete, Evolving g, or Recurring] Location Branch, Store, Facility, Channel URL Map: Start, Previous, Current, urrent, Next, Last Where does it happen? Where doe it refer to? Where Customer Relationships Effect, Outcome Transaction Type Transaction # [Degenerate Dimension] Step # Activity, Process, Event Key Activities How How does it happen? How do we know it happened? How do we uniquely identify a fact/event? Revveen nu uee Channells s Streeams Cost Structures b Date Time Time Zone Period Timeline: meline: Milestones When

51 If you have been affected by any of the issues raised in this presentation:

52 Agile Data Warehouse Design Dimensional Modeling, from to Star Schema Lawrence Corr with Jim Stagnitto Agile Data Warehouse Design Lawrence Corr, Jim Stagnitto, Decision Press, November 2011

53 Online decisionone.co.uk and agiledw.info Agile data warehouse design resources include BEAM tools, templates, reference card and links to books and articles Lawrence Connect with me, if you read ADWD (and you like it)

54 MODELSTORM: Don t model alone! Model with examples!

55 Agile Data Warehouse Design Course with Lawrence Corr April, Utrecht