Chapter 12
Business Intelligence and Decision Support Systems
Learning Objectives (1)
!"#$%&'())*+,%-."#/0ก*!ก23452 Business Intelligence (BI) 607 Business
Performance Management (BPM) ;2<$=#24
>?@!2+AB# data mining, predictive analysis, digital dashboards, scorecards 607
multidimentional data analysis
!"#$%&D3E->#,%-F=>#ก23G@)23H2I0*ก J K># IT ,%-F=>#<I=ก23.4*!.4M4ก23,52ก23
F*N.@4<)K>#/O!= 3@I23
,52PQ2;DK=2<)ก37!Q4ก23,52ก23F*N.@4<)K>#/O!= 3@I23 607'37DR,K>#ก23
F*N.@4<)
>?@!2+AB#37!!.4*!.4M4ก23F*N.@4<) (Decision Support System, DSS)
'37S+$4T 607 SP3#.3=2#
1
Learning Objectives (2)
F37I4*กAB#PQ2;.52P*UK># real-time BI 607ก23.4*!.4M4ก23F*N.@4<)K>#
G4*ก#24,%-F=>#Dก%-+QK=>#ก*!.23.4D,W<437N*!F"2# J
,52PQ2;PM=4DP+ก*! automated decision support K=>N% 607GE&4,%-,4%- 25 X'<$=#24
IT-Performance Model
2
BudNet: ANHEUSER-BUSCHas Intelligence Tool
Problem:
>*4b>+Dc>3T !M$ (Anheuser-Busch) D'd4/O=)52I4"2+D!%+3T32+<IU"K>#S0ก D$"4 +%-I=>
Budwiser D'd4F=4 'f 2007 K2+XN= 161.6 0=24!2D30,*-QS0ก ก0+M,?T,2#?M3ก@).3M'
0#XN=6P"P52DN%+Q PE> kResponsivenessl >*4I;2+AB#PQ2;.;23A<4ก23.4>#F>!
F">S>ก2.607>M'.33PXN=>+"2#3QND3mQSN+ก23452 IT ;2'37+MกFT<$=
<4'f 2005 F02ND!%+3TDK=2.O")MN>@-;F*Q >*4D4E->#)2ก 1) /O=P4F37I4*กAB#'(UI2,%-Dก@N
)2กก23NE-;DP3E->#NE-;6>0ก>b>0Tก*4;2กKB&4 2) ก23K+2+F*QK>#'37$2ก3$=20# 3)
;%ก23PQ!PM;>2+MK>#'37$2ก3
>+"2#X3กmF2;ก0M";Q*+3M"4AE>Q"2D'd4F02N<IU"K>#D!%+3T 607!3@o*,;%,2#D0E>กX;"ก%,2#<4ก23DF@!SF PE> 0#X'6K"#K*4DGE->6+"#$@#ก*!PO"6K"#I3E>D4=4X',%-F02N<I;" J
Solution
!3@o*,XN=F*&# BudNet KB&4;2DGE->D'd4 Real Time data warehouse solution cB-#;%
PQ2;.2;23A<4ก233Q!3Q;K=>;O0,%-<$=,52 KPI I02+.@!F*Q 607+*#.4*!.4M4
PQ2;.2;23A,2#N=24 BI 607 DSS >%กN=Q+ 4>ก)2ก4*&4+*#;%PQ2;.2;23A,2#N=24
wireless network 607ก23Dกm!K=>;O0/"24,2# handheld device >%กN=Q+ ,52<I=.2;23A
update +>NK2+607inventory XN=<46!! real time /O=)*Nก23.2;23AQ@DP327ITK=>;O0
607N52D4@4ก236ก=XK'(UI2XN=>+"2#3QND3mQ
3
Results
Net profit DG@-;KB&4 +>NK2+DG@-;KB4& 6.2% Income DG@-;KB&4 7.6% <4'f 2007
12.1 The need for Business Intelligence (BI)
ก">4 BI Dก@NKB&4<4'f 1908 /O=!3@I23;*ก)7!"4Q"2 GQกDK2X;".2;23AI2.23.4D,W,%DK2)52D'd4F=>#<$=<4ก23F*N.@4<) Q2#6/4 I3E> DK=2X''37D;@4'37.@,?@R2GXN=
DG327K=>;O0,*&#I;NAOกDกm!>+O"<4 transactional data silo cB-#DK=2AB#XN=+2ก
K=>;O0,%D- กm!<4 Data Silo )7X;";3% O'6!!,%-D'd4;2F3v24 607 37!!.23.4D,W,%6FกF"2#ก*4>+"2#.@&4D$@# (disparate information system) ,52<I=Dก@N'(UI26ก"/O=,%-F=>#
,52ก23F*N.@4<4 N*#4%&
1) XN=.23.4D,W$=2Dก@4X' X;",4* ก23HT
2) XN=K=>;O0,%-;%32+07D>%+NX;"DI;2.; D$"4 ;%32+07D>%+N;2กDก@4X' I3E> I+2!X'
3) XN=K=>;O0.7D'7.7'7 K2N,@W,2#
4) X;".2;23A'37.24K=>;O0ก*!6/4ก>E-4,*-Q,*&#>#ก3XN=
5) X;".2;23A6!"#'(4K=>;O0XN=F2;DQ02,%-F=>#ก23
4
Definition of BI
BI PE>D,>;กQ=2# J ,%-'37ก>!N=Q+ .A2'(F+ก33; DP3E->#;E>F"2# J v24K=>;O0 S'3
ก23'37+MกFT<$=#24N=24F"2# J 607 ก33;Q@?%ก23F"2# J
.A2'(F+ก33;K># BI 607>#PT'37ก>!
<4ก3H%K>#SFS+F=2cB-#452 BI ;2<$=)7'37ก>!N=Q+ 4 >#PT'37ก>! PE>
1) data warehouse (D'd46I0"#K=>;O0)
2) business analytics (ก0M";DP3E->#;E>,%-<$=N52D4@4ก23 P=2I2 (mining) 607Q@DP327IT
K=>;O0<4 data warehouse)
3) business performance management (BPM) (<$= monitor 607 Q@DP327IT
'37.@,?@R2G)
4) user interface
5
Major components of business intelligence
1
2
3
4
Business Intelligence Technologies
<4'f 1990 BI AOก452;2<$=3"Q;ก*!ก23'w@!*F@#24K>#.524*ก#24$">#I0*# (back office)
607 G4*ก#24F"2# J SN+I0*ก J 60=Qกm)7D'd4."Q4K># !*U$% ก23D#@4 607 ,3*G+2ก3
;4Mo+T
K=>;O0)2กก23'w@!*F@#24DI0"24%&)7AOก3Q!3Q;607SI0NDK=2X'Dกm!XQ=<4 data
repository (operational database, data mart I3E> data warehouse) <4$"Q#ก02#PE4
60=QAOก)*N3O'6!!<I=D'd4;2F3v24,%-#"2+F">ก23452;2Q@DP327IT K=>;O0,%-XN=)2กก23
Q@DP327IT)7AOก<."DK=2X'<432+#24,%-ก52I4ND>2XQ=0"Q#I4=260=Q )2ก4*&4)B#)*N."#X'
<I=/O=,52ก23F*N.@4<)F">X'
F">;2<4'f 2000 /O=!3@I23607/O!= 3@I2337N*!.O#607/O=Dก%-+QK=>#>E4- J กmF=>#ก23K=>;O0
F"2# J ,%-.52P*U J D$"4ก*4 cB-#3O=)*กก*4,*-QX'Q"2 Enterprise data
6
Benefit of BI
.@-#,%-/O=!3@I23F=>#ก23 PE> right information at the right time and in the right place
Eckerson (2003)XN=6.N#AB# major benefits D>2XQ=N*#4%&
1) '37I+*NDQ02 (60%)
2) Single version of truth (59%)
3) ก0+M,?T6076/4F"2# J XN=3*!ก23'3*!'3M# (57%)
4) ก23F*N.@4<),2#+M,?Q@?%XN=3*!ก23'3*!'3M# (56%)
5) ก37!Q4ก23;%'37.@,?@R2G;2กKB&4 (55%)
6) 0NF=4,M4 (37%)
7) '3*!'3M#PQ2;.*;G*4?T37IQ"2#0OกP=2ก*!PO"P=2 (37%)
Thomson (2004) XN=6.N#AB# major benefits D>2XQ=N*#4%&
1) ,5232+#24XN=6;"+52KB&4607D3mQKB&4 (81%)
2) ก23F*N.@4<)XN=3*!ก23'3*!'3M#<I=N%K4B& (78%)
3) ก23!3@ก230OกP=2XN=3*!ก23'3*!'3M# (56%)
4) +>NK2+DG@-;KB&4 (49%)
7
Power of Predictive Analytics, Alerts and Decision Support
BI technology X;"XN=D'd4DG%+#6P"37!!32+#24D,"24*&4 DG327F">;2XN=DG@-; feature
DI0"24%&DK=2X' PE> Sophisticated predictive analytics, event-driven (real-time) alert
607 operational decision support.
!3@o*,F"2# J )B#F=>#ก23 BI DGE->
1) '3*!'3M#PMHR2GK>#K=>;O0
2) Q@.*+,*W4T3"Q;K>#ก@)ก33;,2#?M3ก@)Dก@NKB&43"Q;ก*4cB-#AE>D'd4'37S+$4T.52P*U
,2#N=24ก23!3@I23,*-Q,*&#Q@.2Iก@) (enterprise)
3) ;>#DIm4R2G>+"2#P3!A=Q4607DK=2AB#K=>;O0K>#!3@o*,<46!! real-time
4) ก23,!,Q4Dก%-+Qก*! KPI ,52XN=#"2+
5) #"2+<4ก23ก"><I=Dก@NPQ2;6;"4+52 ,5232+#24F"2# J XN=>+"2#3QND3mQ (<$=DQ02DG%+#
42,%)
6) ก23F*N.@4<),52XN=>+"2#
3QND3mQ
7) F3Q).>!XN=>+"2#P3!A=Q4
607#"2+F">ก23,5232+#24
.52I3*! Compliance Audit
ETL = Extract, transform, load
EII = enterprise information
integration
8
Predictive Analytics
Predictive Analytics PE>
.2K2I4B-#K># data mining
,%-D4=4X',%-64QS4=;K>#
ก23G+2ก3HT (forecasting
trend) (D$"4 regression
analysis) 607 '37;2H
PQ2;4"2)7D'd4K>#
DIFMก23HT<4>42PF
5 K=>,%/- 0*กN*4ก23452
Predictive Analytic ;2<$=
Business Analytic
Business Analytic )7<I=F*Q6!! ,%D'd4.;ก23I3E>>*0ก>3@?B;F"2# J
60764Q,2#'w@!*F@<I=ก*! BI
>*0ก>3@?B; PE> ก0M";K>#K=>ก52I4N
(rules) I3E> P52.*-# (instructions) ,%<$=.52I3*!6ก='(UI2I4B-# J <4
K*&4F>4)524Q4I4B-# (finite number
of steps) >*0ก>3@?B;.2;23A
452D.4><4D$@#K>#Sz0TQ$23TFกmXN=
>"24DG@-;DF@;<4 IT at Work 12.1
Rules
9
Event-Driven Alerts
Even-driven alert PE> ก23DFE>4<I=
I3E>!>กDIFM<I=,32!<46!!
real-time D;E->DIFMก23HT,%-;%ก23
4@+2;D>2XQ=0"Q#I4=2 I3E>
DIFMก23HT,%-/@N>>กX')2ก'กF@
Dก@NKB&4
Event-driven alert +*#.2;23A<."
DK=2X'<4ก37!Q4ก23,2#?M3ก@)
I3E>ก23'37+MกFT<$=<4N=24F"2# J
D$"4 Performance Dashboards
I3E> KPI
Performance Dashboard
Operation Decision Support
1) Operational decisions: ;*-4<)Q"2ก23'w@!*F@#24<46F"07Q*4N52D4@4X'>+"2#
AOกF=>#607;%'37.@,?@R2G
2) Tactical decision: ;*-4<)Q"2 ก37!Q4ก23607ก23'w@!F* @#24,%-<$=>+O"4*&4.>N3*!
ก*!ก0+M,?T607D'|2'37.#PT,2#?M3ก@)
3) Strategic decision: .3=2# road map DGE->/0*กN*4<I='37.!PQ2;.52D3m)607Dก@N
ก23DF@!SF,2#?M3ก@)
10
Basic BI components K># operational decision support
How Business Intelligence works?
15
11
Business Intelligence Solutions
BI solutions AOก>>ก6!!;2DGE->$"Q+'3*!'3M#ก23F*N.@4<)607ก23<I=XN=;2cB-#
K=>;O04*4& F=>#.2;23ADK=2AB#6I0"#K=>;O0<4>#PTก3I02+ J 6I0"# ,*&#4%&3Q;AB#
Transaction processing systems (TPS)
E-business and e-commerce processes
Operational platforms
Databases
12.2 BI Architecture, Reporting and Performance Management
Data Extraction and Integration
DP3E->#;E>,%-<$=PE> ETL (Extract, Transform, Load) '37ก>!X'N=Q+ 3 ก37!Q4ก23
cB-#3Q;>+O"N=Q+ก*4 PE> DP0E->4+=2+K=>;O0)2ก6I0"#K=>;O0I02+ J 6I0"# '3*!3O'6!!
K=>;O0DI0"24*&4<I=F3#F2;F=>#ก23 60=Q)B#SI0NDK=2.O" central repository (D$"4
v24K=>;O0 F02NK=>;O0 I3E> P0*#K=>;O0) DGE->,52ก23Q@DP327IT I3E> SI0NDK=2
37!!'w@!*F@ก23>E-4DGE-><I=ก23.4*!.4M4ก37!Q4ก23,2#?M3ก@) D;E->AB#K*&4F>44%&
K=>;O0)7.2;23AAOก452;2<$=.52I3*!ก2332+#24 (reporting) ก23Q@DP327IT (analysis)
607>E-4 J
12
F*Q>+"2#K># ETL
Enterprise Reporting Systems
Reports I3E> 32+#24;*ก6!"#>>กXN=D'd4.>#6!! PE> ,52D'd4'37)52 (routine)
607 424 J ,52P3*&#I4B-# (ad-hoc)
Routine Reports D'd432+#24,%-.3=2#KB&4;2SN+37!!>*FS4;*F@607ก37)2+>>กX'
<I=."Q4F"2# J D'd4'37)52
Ad-hoc (On-Demand) Reports D'd432+#24,%-.3=2#KB&4D~G27ก@) D;E->/O=F=>#ก23<$=
#243=>#K>
Ad-hoc queries I;2+AB#ก23+@4+>;<I=/O=<$= F"2# J 3=>#K>.23.4D,W)2ก
P>;G@QDF>3T <4DQ02)3@# (real time) cB-#X;"DP+;%<432+#24 ,%-,52D'd4'กF@ P52F>!,%XN=;2K=2#F=4 (Report) )7AOก452<$=<4ก23F*N.@4<)>+"2#D3"#N"Q4
13
User Interfaces: Dashboards and Scorecards
Dashboard
Dashboard )7P0=2+ก*!
P>4Sc03A+4FT,>%- >ก;2;2
<I=#"2+F">ก23DK=2AB#K=>;O0F"2#
J SN+D~G27>+"2#+@-#
Enterprise data 607+*#$"Q+<I=
>#PTก3.2;23AF@NF2;
'37.@,?@R2GK>#ก23N52D4@4
?M3ก@)607,52ก23F*N.@4<)XN=
>+"2#DI;27.;
14
PQ2;.2;23AK># Dashboards
Balanced Scorecard (BSC)
15
Balance Scorecard )7,52<I=XN=DIm4R2GK>#>#PTก3<4 4 ;M;;># 607452X'.O"ก23G*€42
DP3E->#;E>Q*N/0 SN+Q@?%ก233Q!3Q;K=>;O0607452/0,%-XN=;2Q@DP327IT ;M;;>#,*&# 4
N*#ก0"2Q '37ก>!N=Q+
1. The Learning and Growth Perspective D'd4;M;;>#N=24ก23D3%+43O=607ก23DF@!SF
D$"4 ก23G*€42PQ2;3O=PQ2;.2;23AK>#G4*ก#24, PQ2;GB#G><)K>#G4*ก#24, ก23
G*€4237!!>524Q+PQ2;.7NQก<4ก23,52#24 D'd4F=4
2. The Business Process Perspective D'd4;M;;>#N=24ก37!Q4ก23,52#24R2+<4
>#PTก3D># D$"4 ก23P@NP=44Q*Fก33;<I;" J, ก23)*NSP3#.3=2#>#PTก3,%-;%'37.@,?@R2G,
ก23'37.24#24R2+<4>#PTก3, ก23)*Nก23N=24.2+#24/0@F,%-;%'37.@,?@R2G D'd4F=4
3. The Customer Perspective D'd4;M;;>#N=240OกP=2 D$"4 PQ2;GB#G>K>#0OกP=2,
R2G0*กoHT, ก37!Q4ก23N=24ก23F02N, ก23)*Nก23N=240OกP=2.*;G*4?T D'd4F=4
4. The Financial Perspective D'd4;M;;>#N=24ก23D#@4 D$"4 ก23DG@-;32+XN=,
'37.@,?@R2G<4ก23/0@F,%-;%F=4,M4F-52607;%ก23.OUD.%+37IQ"2#/0@F4=>+, ก23I2
6I0"#D#@4,M4,%;- %F=4,M4F-52 D'd4F=4
16
!"#ก%&'!&()*+,- !.ก%+ Balanced Scorecard 01 )2ก/0ก23.523Q)!3@o*,<4'37D,W.I3*v K># CFO Magazine D;E->'f 1990 G!Q"2 ;%DG%+#
10% D,"24*&4,%->#PTก3'37.!PQ2;.52D3m)N=24ก23<$=6/4ก0+M,?T ,*&#4%&>#PTก3."Q4<IU"
G!Q"2;%'(UI2607>M'.33P,%-.52P*U N*#4%&
The Vision Barrier (>M'.33PN=24Q@.*+,*W4T) ;%G4*ก#24,%-DK=2<)AB#6/4ก0+M,?TK>#>#PTก3
,%-F4D>#,52#24>+O"DG%+# 5%
The People Barrier (>M'.33PN=24!MP02ก3) G!Q"2;%G4*ก#2437N*!/O=)*Nก23DG%+# 25% ,%<I=PQ2;.52P*U607!3@I23#24F2;6/4ก0+M,?T
The Resource Barrier (>M'.33PN=24,3*G+2ก3) G!Q"2;%)524Q4>#PTก3AB# 60% ,%-X;"XN=
!3@I23#!'37;2H<I=D'd4X'F2;6/4ก0+M,?T,%-ก52I4NXQ=
The Management Barrier (>M'.33PN=24ก23)*Nก23) ;%/O=!3@I23>#PTก3;2กAB# 85% ,%-<I=
DQ02<4ก23'37$M;.4,42<4D3E->#6/4ก0+M,?T4=>+กQ"2 1 $*-QS;#F">DNE>4
)2ก>M'.33PK=2#F=4 Dก@N)2ก!MP02ก3<4,Mก37N*!X;"DK=2<) I3E>;>#DIm4R2GK>#6/4
ก0+M,?TK>#>#PTก3 N*#4*4& ก23,52#24)B#X;".>NP0=>#ก*!6/4 cB-#<4."Q44%&D>#,%- BSC
)7$"Q+<I=/O=!3@I23XN=;>#DIm4R2G607D.=4,2#,%-ก52I4NXQ=<46/4XN=$*ND)4 !MP02ก3
,MกP4.2;23A3*!3O=AB#ก@)ก33;,%-F4D>#)7F=>#,52<I=XN=F2;D'|2I;2+,%-ก52I4N ."Q4
37+7ก23G*€423O'6!!K># Balanced Scorecard .52I3*!6F"07>#PTก3 KB&4>+O"ก*!K42N
K>#>#PTก3 6F"SN+,*-Q J X' A=2>#PTก34*&4;%ก23DK%+46/4?M3ก@)>+OD" N@;60=Q กm>2))7<$=
DQ02'37;2H 2 AB# 6 DNE>4
17
)%5671+#.8 !"#ก%&59-%:;&กก%01- Balanced Scorecard
$"Q+<I=;>#DIm4Q@.*+,*W4TK>#>#PTก3XN=$*ND)4
XN=3*!ก23PQ2;DIm4$>!607+>;3*!)2ก/O=!3@I23,Mก37N*! ,52<I=,กM I4"Q+#24
'w@!*F@#24XN=.>NP0=>#ก*4F2;6/4
<$=D'd4ก3>!<4ก23ก52I4N64Q,2#ก23,52#24,*-Q,*&#>#PTก3
$"Q+<I=;%ก23)*N6!"##!'37;2H607,3*G+2ก3F"2# J .52I3*!6F"07ก@)ก33;XN=>+"2#
DI;27.;
D'd4ก233Q;6/4ก0+M,?TK>#,MกI4"Q+#24DK=2;2XQ=N=Q+ก*4 N=Q+6/4?M3ก@)K>#>#PTก3
,52<I=6/4ก0+M,?T,*&#I;N;%PQ2;.>NP0=>#ก*4
.2;23AQ*N/0XN=,*&#0*กoH7D'd4,%;607F*Q!MPP0
"<=>9?@ (Balance) 0+ BSC C7D'! 5%
I02+P3*&#/O=G*€42607F@NF*&# BSC <46F"07>#PTก34*&4 ;M"#6F")7G+2+2;DF@;DFm;;M;;>#ก23
G*€42,*&# 4 N=24 (C-L-I-F) D,"24*&4 SN+07D0+'37DNm4,%-Q"2 6;=Q"2)7,52<I=,*&#4 ;M;;>#4*&4
P3!A=Q4 6F"กmX;"XN=I;2+PQ2;Q"2 PQ2;.;NM0F2;PQ2;;M"#I;2+K># BSC )7Dก@NKB&4XN=
PQ2;.;NM04%&GB#F=>#370BกXQ=>+O"D.;><4KH7G*€42607F@NF*&# BSC Q"2PQ2;.;NM0F2;
PQ2;;M"#;2NP2NI;2+K># BSC PE> PQ2;.;NM0 (Balance) 37IQ"2#
&?9?=!C7 (Objective): 37+7.*&460737+7+2Q (Short - and Long - Term)
ก%<:9I@ (Measure): ,2#N=24ก23D#@4607X;"<$"ก23D#@4 (Financial and Non-Financial)
9:1+.1.K<:9 (Indicator): DGE->ก23F@NF2;607ก23/0*กN*4 (lagging and Leading)
? ! (Perspective): R2+<4607R2+4>ก (Internal and External)
18
I2ก BSC ,%-G*€42KB4& 607<$=<4>#PTก3 X;"XN=G+2+2;,52<I=Dก@NPQ2;.;NM0N*#ก0"2Q
K=2#F=4 กm+">;P2NIQ*#/0'37S+$4T)2กก23,52 BSC X;"XN=>+"2#DFm;D;mNDFm;I4"Q+
Balance Scorecard (BSC)
19
OI+.8ก@7?P#(Strategy Map) O@5 BSC
.@-#,%-P4<4>#PTก3)7DK=2<)D'|2I;2+K>#>#PTก3XN=#"2+ กmPE>ก23 .3=2# map I3E> road
map ,%-6.N#D'd4K*&4F>4I3E>D.=4,2#,%-)7N52D4@4#24 cB-#6/4ก23N52D4@4#24K>#
>#PTก3R2Q7,%-;%K=>)52ก*N607;%ก236K"#K*4 )B#F=>#D'd46/4,%-ก0+M,?T I3E>6/4
+M,?W2.F3T ก23)*N,526/4+M,?W2.F3T!4GE&4v24K>#;M;;>#,*&# 4 607PQ2;.;NM0
,*&# 4 BSC +*#<I=PQ2;.52P*UF">PQ2;D$E->;S+#;M;;># (Perspective) SN+452D.4><4 2
3O'6!!PE>
6!!PQ2;.*;G*4?T (Relation)
6!!052N*!PQ2;.52P*U (Priority)
O;;"<>:R:+P# (Relation)
PQ2;D$E->;S+#K>#;M;;>#4%&D'd4D.;E>4DP3E->#DFE>4<)<I=370Bก>+O"D.;>Q"2 6F"07
;M;;>#4*&4;%PQ2;.*;G*4?T37IQ"2#ก*4 (0OกW3 2 ,2#)
20
O;;@9:;"<>":S (Priority)
D'd43O'6!!,%-452D.4>R2GPQ2;.*;G*4?T 607 PQ2;.52P*UK>#;M;;>#F2;0*กoH7K>#
>#PTก3 SN+ก23.3=2#6/4R2GPQ2;.*;G*4?TD'd4$*&4J cB-#3O=)*กก*4<4$E->K># "6/4,%D$@#ก0+M,?T (Strategic Map)" D$"4:
- I2กD'd4>#PTก3,%-P2NIQ*#/0ก52X3 D$"4!3@o*,D>ก$4 ก23<I=PQ2;.52P*U+">;F=>#
ก52I4N<I= ;M;;>#N=24ก23D#@4 (F) D'd4;M;;>#,%-.52P*U,%-.MN SN+ก23)7,52<I=;M;;>#
N=24ก23D#@4!330M/04*&4 F=>#>2W*+ก23!330M/0<4;M;;>#K>#0OกP=2 (C) ก">4 ,*&#4%&+">;
F=>#>+O"!4GE&4v24K>#ก23N52D4@4ก23 (I) R2+<4 607ก23G*€42ก23 (L) ,%-N%4*-4D>#
- I2กD'd4>#PTก3,%-X;"IQ*#/0ก52X3 D$"4ก37,3Q#WBกo2?@ก23 0OกP=2 (C) NO)7D'd4
PQ2;.52P*U.O#.MNK>#>#PTก3 SN+;%v24;2)2ก ก23!3@I23)*Nก23R2+<4 (I) ,%-N% ก23
PQ!PM;ก52ก*!ก23<$=#!'37;2H (F) ,%-;%'37.@,?@R2G 607ก23;%ก23D3%+43O= G*€42ก23
(L) >+O">+"2#F">D4E->#
OI+.8(1T!ก@7?P# (Strategic Map) )B#D'd4DP3E->#;E>.52P*U,%-)7,52<I=Dก@NPQ2;DK=2<)>+"2#
$*ND)4 .7,=>4PQ2;.*;G*4?T PQ2;.52P*U 607D'|2'37.#PT<46F"07;M;;># N*#4*&4
ก">4,%-)7,52ก236'0#)MN;M"#I;2+X'.O"ก23'w@!*F@XN= )B#PQ3)7.3=2#6/4,%-D$@#ก0+M,?T4%&
KB&4ก">4 DGE-><I=D'd4D.;E>46/4,%4- 52,2# <I=/O=!3@I23>#PTก3'|>#ก*4ก23I0#,2#
'|>#ก*4ก23,52<4.@-#,%-.OUD'0"2 X;"AOกD3E-># '|>#ก*4PQ2;.*!.4 6F"G+2+2;,52<I=Dก@N
PQ2;$*N6)=# 64"$*N<4)MN,%-F4D>#+E4 )MNI;2+,%-)7X' 607I4,2#XI4,%-)7DN@4
6F"64"4>4Q"2 ก23)7.3=2#6/4,%-KB&4;2XN=4*&4 /O=.3=2#+">;F=>#3O=)*กF4D>#D.%+ก">4Q"2
F4D>#D'd4<P3 ;%PQ2;.2;23A6P"XI4 W*ก+R2G-)MN>">4-R2Q76QN0=>;D'd4D$"4X3
(>2W*+ก23Q@DP327IT SWOT) Fก0#ก*4<I=N%Q"2 ก520*#DN@4X'DGE->)MNI;2+<N (ก52I4NN=Q+
Q@.*+,*W4T) 607)7X')MNI;2+4*4& XN=>+"2#X3 (ก52I4Nก0+M,?T) ;%.@-#<NF=>#DF3%+;G3=>;
!=2# (ก52I4NSN+;M;;>#) D$"44%&60=Q 6/4,%-,%-.3=2#KB&4 )B#)7D'd4'37S+$4T607452X'<$=
XN=>+"2#6,=)3@#
21
Sample strategic map
Data Mining, Query and Analysis
Data mining, ad hoc and planned
queries and analysis tools AOก452;2<$=
<46#"K>#ก23.E!P=4607,52PQ2;
DK=2<)AB#G0*#K*!DP0E->4K>#>#PTก3
607'|>4/00*G?T,%-XN=ก0*!X'+*#/O,= 52
ก23F*N.@4<)
22
Business Performance Management (BPM) defined:
Gartner kD,>;กQ=2# J ,%-<$=P3>!P0M;ก37!Q4ก23 ก33;Q@?% F*QQ*N D,PS4S0+%F"2#
J .52I3*!>#PTก3<$= Q*N D‡|2NO 607!3@I23'37.@,?@R2GK>#?M3ก@)
BPM standard group kPE>ก3>!,%-<$=.52I3*! ,52ก236!"##24 ,52<I=D'd4>*FS4;*F@
ก23Q@DP327IT <46#"K>#ก33;Q@?% F*QQ*N ก37!Q4ก23 60737!!F"2# J K>#?M3ก@)
DGE->K*!N*4'37.@,?@R2GSN+3Q;K>#>#PTก3
;%$E->D3%+กI02+$E-> D$"4 Business Performance Management (BPM), Corporate
Performance Management (CPM), Enterprise Performance Management (EPM),
Strategic Enterprise Management (SEM)
The BPM Process
1) >>ก6!! BPM Program 607ก52I4NQ"2 )7Q*N>7X3 Q*ND;E-><N 607Q*N>+"2#X3
2) )*N<I=;% ;2F3v24/F*QQ*N >*46.N#<I=DIm4AB#'37.@,?@R2G,%-AOกQ*N (D$"4 BSC)
3) )*NDF3%+;37!!DGE-><$=D‡|2NO'37.@,?@R2G ,*&#4%&3Q;AB# ก23I2 Performance gaps
4) )*NDF3%+;37!!DGE-><$=Q@DP327IT'37.@,?@R2G 64QS4=;K>#;*4 ก23ก37DGE->;XIQ
607 DIFM/0F"2# J F=>#,52ก23D'3%+!D,%+!'37.@,?@R2G)3@# ก*! ;2F3v24,%-ก52I4NXQ=
5) Take action A=2F=>#ก23
23
BPM closed-loop process
Business performance management (BPM) for monitoring and assessing performance
24
BI Payoffs and Application
>"24DG@-;DF@;<4 IT at Work 12.2 I4=2 459
12.3 Data, Text and Web Mining and BI Search
Data mining: PE> ก37!Q4ก23P=4I2 .23.4D,W,2#?M3ก@),%-;%;O0P"2F">>#PTก3 <4v24
K=>;O0K42N<IU" P0*#K=>;O0 I3E> F02NK=>;O0
PQ2;.2;23AK># Data mining '37ก>!N=Q+:
1) .2;23A,5242+64QS4=;607G‰F@ก33;F"2# J SN+>*FS4;*F@
2) P=4G!3O'6!!F"2# J (unknown patterns) ,%-/"24;260=QSN+>*FS4;*F@
25
F*Q>+"2#K># Data Mining Process
Characteristics and benefits of data mining
K=>;O0‡(#0Bก>+O"<4v24K=>;O0K42N<IU"
;%DP3E->#;E><I;" J $"Q+<I=NB#.23.4D,W,%-c">4>+O"<4Xz0T;2ก;2+<4>#PTก3I3E>
K=>;O0.2?23H;2ก;2+,%-Dกm!D>2XQ= $"Q+<I=P=4I2K=>PQ2;607,52<I=K=>;O0.>N3*!
ก*4DGE-><I=XN=/00*G?T,%-AOกF=>#>>ก;2
/O=<$=#24;%>5242)<4ก23KMNP=4K=>;O0607<$=DP3E>- #;E>,%,- 3#G0*#DGE>- A2;'(UI2
D~G27D3E-># ,52<I=XN=P52F>!>>>ก;2>+"2#3QND3mQ SN+X;"F=>#;%,*กo7N=24
S'36ก3;<N J
P=4G!P52F>!,%-X;"P2NIQ*#;2ก;2+ >*4ก"><I=Dก@NPQ2;P@N.3=2#.33PT6ก"/O=<$=#24
K=>;O0,%-XN=.2;23A452;2Q@DP327IT607'37;Q0XN=XQ DG327DP3E->#;E>K># data
mining 4*&4;% spreadsheet 607 software development tools '37ก>!>+O"N=Q+
26
.R2G6QN0=>;K>#ก23,52DI;E>#K=>;O0;*ก)7;%SP3#.3=2#6!! client/server I3E>
Web-based ,52<I=.7NQกF">ก23<$=#24
ก23'37+MกFT<$= Data Mining
F*Q>+"2#ก23'37+MกFT<$= Data Mining XN=6ก"
ก23K2+'0%ก607K2+."#
ก23?42P23
ก23'37N@ovT607ก23/0@F
ก23'37ก*4R*+
ก23,52#24K>#F523Q)
ก23NO60.MKR2G
ก23F02N
27
Text Mining
ก23'37+MกFT<$= data mining ก*!6z|;K=>;O06!!F*Q>*กo3607D'd46!!X;";%SP3#
.3=2# (non- structured) I3E> ;%SP3#.3=2#4=>+ (less-structured)
Text mining )7$"Q+<I=>#PTก3,52.@-#F">X'4%&
(1) P=4I2D4E&>I2,%-6‡#D3=4 (khiddenl content) K>#D>ก.23F"2#J
(2) 3Q;,*&#6.N#PQ2; .*;G*4?Tก*4,%-;%'37S+$4TDG@-;DF@;DK=2;2N=Q+
(3) )*Nก0M";D>ก.23<I=>+O"<4D3E->#DN%+Qก*4 (common themes) (D$"4 6+ก6+70OกP=2
,*&#I;N,%,- 52'37ก*4>>กNOQ"2 <P3!=2#,%-3=>#D3%+4DK=2;2<4D3E->#DI;E>4 J ก*4)
>"24DG@-;DF@;<4 A Closer Look 12.1 I4=2 463
Web Mining
ก23'37+MกFT<$=D,P4@PK># data mining DGE->P=4I23O'6!!,%-;P% Q2;I;2+ .;PQ3
452;2<$= I3E> 3O'3"2# (profiles) 607 64QS4=;,%)- 7Dก@NKB&4 (trends) )2ก web resources.
Web mining ;*ก)7452;2<$=<4GE&4,%-F">X'4%:& ,52ก23P*Nก3>#.23.4D,W, surveillance,
mining of web- access logs .52I3*!,52ก23Q@DP327IT/O=<$=, assisted browsing, 607 ก23
!3@ก23F"2# J ,%-F">.O=ก*!>2$U2ก33;!4>@4DF>3TD4mF
Web mining .2;23A3>#3*!z(#กT$*4F">X'4%:&
Resource discovery 37!MD>ก.23I3E>ก23!3@ก23!4 Web ,%-X;"P4M= DP+
Information extraction 6+ก.23.4D,WF2;,%-ก52I4N)2ก Web SN+>*FS4;*F@
Generalization D'ŠND/+3O'6!!,*Q- J X'<46F"07 Web site ."Q4F*Q I3E> K=2; Web
site
>"24DG@-;DF@;<4 IT at Work 12.4 I4=2 465
28
12.4 Managers and Decision Making Processes
ก23!3@I23)*Nก23PE>ก37!Q4ก23,52<I=!330MAB#D'|2I;2+K>#>#PTก3,%-Q2#XQ= SN+<$=
,3*G+2ก3,%-;%>+O" >*4XN=6ก" G4*ก#24 (people) D#@4 (money) G0*##24 (energy) Q*FAMN@!
(materials) GE&4,%-<$=.>+ (space) DQ02 (time)
,3*G+2ก3F"2#JDI0"24%& AOกG@)23H2Q"2 D'd4 >@4GMF ก23!330MAB#D'|2I;2+)7AOก;>#Q"2
D'd4D>2FTGMFK>#ก37!Q4ก23
>*F32."Q437IQ"2# >@4GMF607D>2FTGMF PE>F*Q$%&Q*N/0@F/0K>#>#PTก3 (organizationas
productivity)
The Manageras Job
DGE-><I=DK=2<)Q"2 37!!.23.4D,W)7<I=ก23.4*!.4M46ก"/O=!3@I23>+"2#X3!=2# กmPQ3
)7,32!#24K>#/O=!3@I23ก">4Q"2 )7F=>#Dก%-+QK=>#ก*!N=24<N!=2#
/O=!3@I23(Manager) ;%!,!2,GE4& v24.2;N=24XN=6ก" (Mintzberg 1973) :
!,!2,N=24ก23'37.24#2437IQ"2#!MP0F"2#J (Interpersonal roles): D$"4 ก23
6!"#ก0M";,52#24 ก23D'd4/O=452 ก23D'd4/O=$"Q+DI0E>
!,!2,N=24,%-Dก%-+QK=>#ก*!.23.4D,W (Informational roles): D$"4 ก23D‡|2;>#
ก23 D/+6G3" ก23D'd44*กGON(SŒoก)
!,!2,N=24,%-Dก%-+QK=>#ก*!ก23F*N.@4<) (Decisional roles): D$"4 ก23D'd4D)=2K>#
ก@)ก23 ก23D'd44*ก'0Mก37N; ก23D'd44*ก)*Nก520*#G0 ก23D'd44*กF">3>#
<4>N%F4*4& IT ;*ก)7.4*!.4M4,2#N=24.23.4D,WDG%+#>+"2#DN%+Q 6F"<4'())M!*4F=>#
.4*!.4M4,*&#.2;N=24
29
Manageras decision role
Decision Making and Problem Solving
ก23F*N.@4<) (decision) I;2+AB# ก23D0E>ก>+"2#<N>+"2#I4B-#<4.>#,2#D0E>ก
ก23F*N.@4<)4*&4 >2)D'd4#24,%-F>= #,52D'd4P3*&#P32Q I3E> F">D4E-># SN+P4JDN%+Q
I3E>D'd4ก0M";!MPP0กmXN=
Computerized Decision Aids: )7KB&4>+O"ก*! 4 P52A2;F">X'4%&
1) ,52X;/O=0!3@I23)B#F=>#ก23ก23.4*!.4M4)2ก IT
2) #24K>#/O=!3@I23D'd437!!>*FS4;*F@,*&#I;NXN=I3E>X;"
3) ;%>7X3!=2#,%- IT .;23A<I=ก23.4*!.4M4/O=!3@I23
4) .23.4D,WF=>#ก23<I=/O=!3@I23F*N.@4<)>+"2#X3
;2NOP52F>!F"2# J .
30
Why Manager Need IT Support ?
'())*+I0*กK>#ก23,52ก23F*N.@4<),%-N% PE> F3Q).>!607D'3%+!D,%+!,2#D0E>กF"2#J,%.*;G*4?Tก*4 +@-#;%,2#D0E>ก;2กD,"2<Nกm+@-#F=>#ก23PQ2;$"Q+DI0E>K>#P>;G@QDF>3T,2#
N=24ก23P=4I2607ก23D'3%+!D,%+!;2กKB&4D,"24*4&
<4,2#'w@!*F@60=Q ก23F*N.@4<);*ก,52R2+<F=PQ2;กNN*4(N=24DQ02) ;*ก)7G!DIm4!">+J
Q"2 D'd4X'XN=+2ก<4ก23<$=ก37!Q4ก236!! manual ;2P=4I2.23.4D,W,%-F>= #ก23
>+"2#3QND3mQG>DG%+#607<I=;%'37.@,?@/0
;*4)B#)52D'd4>+"2#+@-#<4ก23,52ก23Q@DP327ITR2G0*กoHTF"2#JDGE->,52<I=ก23F*N.@4<)XN=N%
ก23Q@DP327ITK=2#F=4)52D'd4F=>#<$=6!!)520>#
/O=F*N.@4<)>2)>+O"F"2#.A24,%-ก*4607;%.23.4D,W,%-F"2#ก*4 ก23452.@-#DI0"24%&,*&#I;N;2
3Q;ก*4>+"2#3QND3mQ607X;"6G#;2ก4*ก ;*ก)7D'd4D3E->#,%-+M"#+2ก
!">+P3*&#<4ก23F*N.@4<) F=>#ก23ก23G+2ก3HT)2ก>#PTก3 D$"4 N=2432P2 ."Q46!"#
ก23F02N D'd4F=4 N*#4*&4 ก23G+2ก3HT,%-6;"4+52F=>#ก23DP3E->#;E>,2#.A@F@607ก23
Q@DP327IT
ก23F*N.@4<)F=>#ก23K=>;O0 6F")524Q4K=>;O0DG@-;KB4& >+"2#3QND3mQ (SN+D~G27>+"2#+@-#
Internet clickstream) 607K=>;O0;2)2กI02+6I0"# N*#4*&4)B#F=>#,52ก233Q!3Q;K=>;O0
)2ก6I0"#F"2# J K=2#F=4
31
Can the manageras job be fully automated ?
SN+,*-QX'/O=!3@I2337N*!ก02#D'd4 fully automated XN=
/O=!3@I2337N*!F=4 X;"P">++M"#Dก%-+Qก*!ก23F*N.@4<);2ก4*ก DG327;*กX',52#24N=24
ก23<I=P52647452 ก23>!3; ก23)O#<) ;2กกQ"2 ก23F*N.@4<),2#N=24>E-4 J D$"4
ก23Q2#6/4ก23/0@F D'd4F=4 D'd437!!>*FS4;*F@>+O"60=Q (I;2+AB#<$= S/W DK=2$"Q+
ก*4>+O"60=Q)
/O=!3@I2337N*!.O#+2ก,%-.MN<4ก23,52<I=D'd437!!>*FS4;*F,@ *&#I;N
What information technologies are available to support managers?
Management Support Systems (MSS)
D,PS4S0+%K># IT F"2#JI0*กJ60=Q D'd4ก23>>ก6!!;2.4*!.4M4/O=!3@I23,*&#I02+ D$"4
37!!F"2#J ,%-.4*!.4M4ก23F*N.@4<) (decision support systems), 37!!F"2#J,%-.4*!
.4M4/O=!3@I2337N*!.O# (executive support systems), D,PS4S0+%ก3MŽ'6Q3TF"2#J
(groupware technologies) 607 37!!>*)~3@+7 (intelligent system) NO3O'<4I4=2A*NX'
32
The Process of Computer-Based Decision Making
6!"#>>กD'd4 4 K*&4F>4I0*ก J PE>:
1) Intelligence
2) Design
3) Choice
4) Implement
NO32+07D>%+N<4I4=2A*NX'
33
Decision Process
Define
Define
the
the
“Process
“Process or
or Problem”
Problem”
Intelligence phase
Develop
Develop
Alternative
Alternative
Courses
Courses of
of Action
Action
Modeling phase
Select
Select
The
The “Best”
“Best”
One
One
Choice phase
Review
Review ItIt
Act
Act on
on itit
Implementation
phase
The process and phases in decision making
34
Model (in decision making )
6!!)520># (Model) PE> ก23452D.4>6!!#"2+J I3E> ก23.3M')2กPQ2;D'd4)3@#
'37S+$4TK>#ก23)520>#6!!<4ก23,52ก23F*N.@4<) PE>:
F=4,M4<4ก23,52ก23,N0>#D.;E>4 (virtual experimentation) )7F-52กQ"2F=4,M4,%-Dก@N
)2กก23,N0>#<437!!)3@#
6!!)520>#F"2#J+>;<I= simulate DGE->0NDQ020# ก23'w@!*F@#24I02+J'f.2;23A
simulateSN+<$=P>;G@QDF>3T<I=DI0E>X;"ก%-Q@42,%
ก23'3*!D'0%-+46!!)520># (SN+ก23D'0%-+4F*Q6'3) ,52XN=#"2+กQ"2<437!!)3@#
ก23<$=6!!)520>#,52<I=/O=)*Nก233*!;E>ก*!PQ2;X;"64"4>4F"2#JXN=N%KB&4 SN+<$= k
what- ifsl 607 ก23P524QHPQ2;D.%-+#F"2#J ,%-Dก@N)2กก23ก37,52,%-D)27)#
6!!)520>#,2#PH@FW2.F3T$"Q+<I=,52ก23Q@DP327IT607D'3%+!D,%+!,2#D0E>กF"2# J
XN=#"2+
Problem structure
ก23F*N.@4<)4*&4 )7KB4& ก*!SP3#.3=2#K>#'(UI2N=Q+ SN+6+ก>>กD'd4
'(UI2,%;- %SP3#.3=2#.3=2#$*ND)4 XN=6ก"'(UI2,%-D'd4#24,%-D'd4 routine D'd4'(UI2,%Dก@Nc&52J '(UI2DI0"24%&;*ก;%P52F>!D'd43O'6!!;2F3v24>+O"60=Q N*#4*&4ก23F*N.@4<)
)B#D'd46!! Structured decisions
'(UI2,%-X;";%SP3#.3=2# XN=6ก"'(UI2,%-c*!c=>4<4D$@#P0M;DP3E> X;";%P52F>!.52D3m)3O'
,%-)*NDF3%+;XQ=ก">4 '(UI2DI0"24%F& =>#>2W*+PQ2;.2;23AK>#P4;2,52ก23F*N.@4<)<4
6!! Unstructured decisions D$"4 ก23Q2#6/4D$@#ก0+M,?T ก23Q"2)=2#/O=!3@I2337N*!
.O# ก23D0E>ก#24,%-F=>#ก23,52Q@)*+<4'fI4=2 D'd4F=4
;%'(UI2!2#'37DR,,%->+O"กB-#ก02#37IQ"2#6!!;%SP3#.3=2#607X;";%SP3#.3=2# D3%+ก
Q"2'(UI26!!กB-#SP3#.3=2# ก23F*N.@4<)กm)7D'd46!! Semistructured decisions D$"4
'(UI2,%-F=>#ก23P52F>!,%-;%SP3#.3=2#I02+3O'6!!3Q;ก*4/4Qกก*!ก23F*N.@4 <)
D~G27P4 D$"4 ก23KB&4D#@4DNE>4 ก23ก52I4N+>NK2+ D'd4F=4
35
Decision Support Framework.
N*#4*&4)2ก3O',%-/"24;2<464Q6ก44>4)B#6!"#ก23F*N.@4<)>>กD'd4.2;6!! PE>
Structured, Semistructure 607 Unstructured ;2NO<4;@F@,%-.>#<4N=246ก4F*&#ก*4 !=2#
)7D'd4?33;$2F@<4ก23F*N.@4<)K>#/O=!3@I23 (Nature of Decisions) cB-#6!"# >>กXN=
D'd4.2;37N*!PE>
1) Operational control D'd4PQ!PM;ก23'w@!*F@#24,%-)52DG27D)27)# <I=;%'37.@,?@R2G
607;%'37.@,?@/0
2) Management control D'd4ก23PQ!PM;<4ก233Q!3Q;607<$=,3*G+2ก3<4>#PTก3
DGE->K*!DP0E->4X'+*#D'|2I;2+K>#>#PTก3
3) Strategic planning D'd4ก23ก52I4ND'|2I;2+ 4S+!2+ 607 )*NDF3%+;,3*G+2ก3<4
37+7+2Q
36
D;E->;>#R2G,*&#.>#;@F@>>ก60=Q )7DIm4Q"2 ก23.4*!.4M4<46F"0737N*!)76FกF"2#
ก*4>>กX' D$"4
A=2;>#<464Q6ก4F*&#
Operation control F=>#ก23 MIS 607 Management Science (W2.F3T<4ก23!3@ก23)*N
ก23)
Management control F=>#ก23 Management Science, DSS, EIS 607 ESS
Strategic Planning F=>#ก23 EIS, ESS 607 Neural Network
A=2;>#<464Q6ก44>4
Structured Decisions F=>#ก23 MIS, Management science models, financial and
statistic models
Semistructured Decisions F=>#ก23 DSS
Unstructured Decisions F=>#ก23 DSS, ES, Neural Network
12.5 Decision Support Systems(DSS)
37!!.4*!.4M4<4ก23F*N.@4<) (DSS) I;2+AB#37!!.23.4D,W,%->2W*+P>;G@QDF>3T
(computer-based information system) ,%-3Q;D>26!!)520>#F"2#J607K=>;O0D>2XQ= D'd4
X'DGE->6ก=XK'(UI2'37DR,กB-#SP3#.3=2# (semi-structured problems) 607 !2#'(UI2
,%-X;"D'd4SP3#.3=2# (unstructured problems) SN+;%/O=<$=#24DK=2X';%."Q43"Q;
>"24DG@-;DF@;<4 IT at Work “12.5 Using a DSS
to determine Risk” page 471
37
/O=)*Nก23F=>#ก23 DSS ..
.23.4D,W,%<- I;".N607;%PQ2;AOกF=>#
.23.4D,WF=>#XN=;2>+"2#3QND3mQ
ก23F@NF2;F*QD0KK>#ก23N52D4@4?M3ก@);%PQ2;c*!c=>4;2กKB&4
!3@o*,;*กN52D4@4ก23R2+<F=DW3ovก@),%-X;"D.A%+3
!3@o*,D/$@UI4=2ก*!PO"6K"#,*#& R2+<4607R2+4>ก'37D,WDG@-;;2กKB&4
37!!P>;G@QDF>3T,%-;%<4'())M!4* X;".2;23A.4*!.4M4D'|2I;2+,2#N=24ก23DG@-;KB&4
K>#'37.@,?@R2G607/0ก52X3607ก23DK=2X'+*#F02N,%-.3=2#/0ก52X3;2กKB&4
6/4ก IS +*#X;".2;23A!"#$%&AB#PQ2;F=>#ก23,%-I02กI02+K>#!3@o,* XN=>+"2#$*ND)4
I3E> ad hoc inquiry K>#/O=!3@I23
Characteristics and Capabilities of DSSs
DSS ."Q4;2ก;*ก)7;%PQ2;.2;23AN*#6.N#<4F232#I4=2A*NX' 4>ก)2ก4*&4+*#;%
PQ2;.2;23A<4ก23.3=2#6!!)520>#607;%z(#กT$*4G@DWoDG@-;DF@;XN=6ก"
ก23Q@DP327ITPQ2;XQ (Sensitivity analysis) D'd4ก23WBกo2/0ก37,!,%-Dก@NKB4& D;E-> ,52
ก23D'0%-+4."Q4<N."Q4I4B-#(I3E>;2กกQ"2))2กI02+J."Q4K>#6!!)520>#
ก23Q@DP327IT<4D$@# k)7Dก@N>7X3KB&4A=2l (What-if analysis) D'd4ก23WBกo2/0
ก37,!,%-Dก@NKB&4 (D;E->,52ก23D'0%-+4.;;F@v24K># input data) ก*!/00*G?T,%-P2NQ"2 )7
XN=3*!
Goal-seeking analysis D'd4ก23WBกo2DGE->P=4I2P"2K>#>@4GM,F"2#J ,%-)52D'd4DGE-><I=
!330MAB#37N*!D>2,TGM,,%-F>= #ก23
38
Structure and Components of DSS.
,MกJ DSS >+"2#4=>+F=>#;%37!!+">+,%-D3%+กQ"2 data management 607 model
management ."Q4K># user interface 607 end users !2#F*Q)7;% Knowledge
management DG@-;DK=2;2 F*Q>+"2#N*#3O'I4=2A*NX' 37!!+">+J'37ก>!N=Q+
1) 37!!+">+<4ก23!3@I23)*Nก23K=>;O0 (Data management subsystem)
2) 37!!+">+<4ก23!3@I23)*Nก236!!)520># (Model management subsystem)
3) ก23D$E->;F">ก*!/O=<$= (User interface)
4) /O=<$= (Users)
5) 37!!+">+F"2#J,%D- ก%-+QK=>#ก*!>#PTPQ2;3O= (Knowledge- based subsystems)
39
Conceptual model of DSS and its components
DSS Applications
ก23,52ก23F*N.@4<)D$@#z3>4FTX04T (Frontline decision making) I;2+AB# ก37!Q4ก23
,%-cB-#!3@o*,F"2#J<$=D'd4ก37!Q4ก23 F*N.@4<)6!!>*FS4;*F@607!3@o*,DI0"24*&4XN=452;2
<$=<4>#PTก3 4>ก4*&4>2)3Q;X'AB#G*4?;@F3F"2#JN=Q+
ก23.4*!.4M4ก23F*N.@4<)<4D$@#DQ02)3@# (Real- Time Decision Support) I;2+AB#
37!!F"2#J,%-.4*!.4M4ก23F*N.@4<),2#?M3ก@),%-F=>#,52 <4DQ02,%-DI;27.;607!">+J,%F=>#,52R2+<F=PQ2;กNN*4,2#N=24DQ02
>"24DG@-;DF@;<4I4=2 473-474
40
Special Tools for Decision Support
Visualization Spreadsheet D$"4 Microsoft Excel
Visual spreadsheet of risk analysis
Decision Support/Business Intelligence Relationship
1) ;%SP3#.3=2#P0=2+ก*4 DG327 BI F">+>N;2)2ก DSS 6F" BI )7<$=K=>;O0)2ก data
warehouse )B#DI;27.52I3*!>#PTก3K42N<IU" 6F" DSS )7<$=I3E>X;"กmXN= )B#DI;27ก*!
>#PTก3,*-QX'
2) BI ;% executive and strategy orientation SN+D~G27>+"2#+@-# BPM 607 dashboard
component 6F" DSS AOก<$=X'<4D$@# toward analysis
3) BI AOก.3=2#<4D$@#ก23P=2cB-#;%DP3E->#;E>607>#PT'37ก>!F"2# J DI;27.;ก*!>#PTก3
6F"ก23.3=2# DSS ;>#X'<4D$@# unstructured problems )B#D'd4X'<43O'6!! customize
solutions
4) ก33;Q@?%K># DSS 607DP3E>- #;E>,%-<$=;*กG*€42;2)2ก.A2!*4ก23WBกo2 ."Q4ก33;Q@?%
ก23K># BI 607DP3E->#;E>,%-<$=AOกG*€42;2)2ก software company
5) DP3E->#;E>I02+ J F*Q,%-<$=<4 BI )7AE>Q"2;%<$=>+O"<4 DSS N=Q+ D$"4 data mining,
predictive analysis
41
Some Application of Group Decision Support Systems (GDSS)
ก0M";D.;E>4 (Virtual group) PE>ก0M";,%-.;2$@กF"2#J>+O"<4.A24,%-J6FกF"2#ก*4
37!!.4*!.4M4ก23F*N.@4<)D$@#ก0M"; (Group decision support system (GDSS)) PE>
interactive computer-based system ,%-.4*!.4M4ก37!Q4ก23<4ก23I2P52F>!F"2#J
SN+ก0M";/O=,52I4=2,%-F*N.@4<) (a group of decision makers)
Decision room ก0M"; DSS ,%-)*N6!!G!I4=2ก*4<4.A24,%-6I"#I4B-#,%-!33)M.;2$@ก
K>#ก0M";XN=,*&#I;N
Enterprise and Executive Decision Support Systems
<4,%-4%&)7ก0"2QAB#DG%+#.>#3O'6!!D,"24*&4 XN=6ก"
37!!.4*!.4M4ก23F*N.@4<),*-Q,*&#>#PTก3 (Organizational decision support system
(ODSS)) PE> DSS ,%-;M"#D4=4,%-#24I3E>ก@)ก33;<4>#PTก3I4B-#J ,*&#4%&3Q;AB# ก23'w@!*F@
#24,%-Dก%-+QD4E->#ก*4X'607/O=,52#24F*N.@4<),*&#I02+ PMH.;!*F@I0*กJK># ODSS PE>
1) Dก%-+QK=>#ก*!I02+I4"Q+#24I3E>'(UI2F"2#JK>#>#PTก3
2) F*NDK=2.O"z(#กT$*4,%-K=2;37IQ"2#I02+J6/4ก I3E> I02+37N*!$*&4
3) <$=D,PS4S0+%K>#P>;G@QDF>3T6073Q;,*&#ก23.E->.23N=Q+
37!!.23.4D,W.52I3*!/O=!3@I2337N*!.O# (Executive information system (EIS))
I;2+AB# Computer-based technology ,%->>ก6!!;2DGE->.4>#F>!F">PQ2;F=>#ก23,%D)27)#F"2#JK>#37!!.4*!.4M4/O=!3@I2337N*!.O# (executive support system (ESS))
42
12.6 Automated Decision Support (ADS)
Automated decision support (ADS) systems PE> 37!!,%->+O"!4GE4& v24ก23<$=กDกH‘T
<46!!>*FS4;*F@DGE-><I=XN=;2cB-#P52F>!K>#'(UI2Dก%-+Qก*!ก23!3@I23#24cB-#Dก@Nc&52 J
!2#,%D3%+ก>%ก$E->I4B-#Q"2 enterprise decision management (EDM)
ADS )7.*;G*4?T>+"2#<ก0=$@Nก*! BI 607 Business analytics N*#4%&
<4!2#?M3ก@) analytical model <$=.3=2#607/I3E> )*Nก23ก*! business rules
Business rule AOก452;2<$= trigger ก23F*N.@4<)6!!>*FS4;*FF@ "2# J cB-#D'd4."Q4I4B-#
K># BI application
ADS Applications
1) Product or service configuration and quality
2) Yield (price) optimization
3) Routing or segmentation decisions
4) Corporate and regulatory compliance and fraud detection
5) Dynamic forecasting and SCM
6) Operational control
7) Customer selection, loyalty and service
8) Human capital
43
MANAGERIAL ISSUES
1) Why BI/BA project fail
1.1) X;"XN=G@)23H2 BI project <46#" cross-organizational business initiative )B#;>#
<46#" standalone solutions
1.2) X;"XN=3*!PQ2;.4<)/3"Q;;E>)2ก business sponsor
1.3) Functional area F"2# J X;"DK=2;2;%."Q43"Q;
1.4) G4*ก#24X;";%,*กo7I3E>X;";%G4*ก#24N=244%&
1.5) No software release concept
1.6) X;";%ก236+ก+">+#24D'd4SP3#.3=2#
1.7) X;";%ก23Q@DP327IT,2#N=24?M3ก@)I3E>ก23N52D4@4#24;2F3v24
1.8) X;";%ก23P524B#AB#/0ก37,!,2#N=240!<4D$@# kdirty datal
MANAGERIAL ISSUES Continued
1.9) X;"DK=2<)AB#PQ2;F=>#ก23607ก23<$= metadata
1.10) D$E->;*-4<4Q@?%ก23F"2# J 607DP3E->#;E>F"2# J ;2กDก@4X'
2) System development and the need for integration
ก23.3=2# BI application 4*&4)7;%PQ2;c*!c=>4;2ก DG327D'd4ก233Q;I02+ J D3E->#
DK=2N=Q+ก*4
3) Cost-benefit issues and justification
data management solutions !2#F*Q,%-ก0"2Q/"24;260=Q4*&4;%32P26G#;2ก ;*กcE&><$=
ก*4<4>#PTก3K42N<IU" >#PTก3K42ND0mกPQ3;>#I23P52F>!,%-;% cost F-52 <4D$@#
leverage existing databases 6,4,%-)7.3=2#KB&4<I;"
44
MANAGERIAL ISSUES Continued
4) Legal issues and privacy
Data mining >2)647452<I=!3@o,* ."# catalogs I3E> promotions X'+*# one age
group I3E> one gender
A man sued Victoriaas Secret Corp. because his female neighbor received a mail
order catalog with deeply discounted items and he received only the regular
catalog (the discount was actually given for volume purchasing).
5) BI and BPM today and tomorrow
>"24DG@-;DF@;<4I4=2 477
MANAGERIAL ISSUES
6) Cost justification; intangible benefits.
<4KH7,%-/0'37S+$4TK># management support systems D'd46!! tangible ;*4+2ก
DI;E>4ก*4<4ก23P@N;O0P"2>>ก;2D'd4F*QD#@4)2ก intangible benefit K>#I02+ J 37!!
7) Documenting and securing support system
G4*ก#24;2ก;2+G*€42 DSS KB&4;2D>#DGE-><I=,52#24>+"2#;%PMHR2G607;%'37.@,?@/0
PQ3<I=P52647452DK2Dก%-+Qก*!ก23)*NDกm!(S/W) ,52D>ก.23607D3E->#PQ2;'0>NR*+
Decision support systems >2)!33)MXQ=N=Q+ extremely important information cB-#D'd4
PQ2;D'd4PQ2;F2+K>#>#PTก3 N*#4*&4GB#NO60D3E->#PQ2;'0>NR*+<I=N% SN+D~G27ก23
ก37)2+K=>;O0SN+<$= Web
45
8) Specialized ready-made decision support
Vendor XN=452D.4> customizable DSS ,%-<$=<46/4ก J I4B-# D$"4 financial services,
banking, hospitals I3E> profitability measurement
10) Ethical issues.
Corporations with management support systems may need to address some serious
ethical issues such as privacy and accountability.
Organizational culture.
+@-#;%P43*!3O=AB#'37S+$4TK># DSS ;2กD,"2<N 607 /O=!3@I2337N*!.O#<I=ก23.4*!.4M4
;2กD,"2<N DSS กm)7AOก452;2<$=;2กKB&4D,"24*&4
)!I*QK=>,%- 12
;%P52A2;;*“+P3*!.
46