Business Intelligence

How To Hire a Modern Data Miner

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Let’s jump right in, hiring and interviewing takes on many forms with various philosophies in play, Tim Graettinger has developed a philosophy based on the needs of an outdated headhunter, reviewing an outdated HR manual.  Perhaps, if today’s headhunters would consider today’s date, this is the digital age where a mobile philosophy focused on, who can use the tools of data mining, just might establish a positive interviewing process which gets better results. The past hiring structure is interfering with today’s high tech business needs.

On the other hand, to effectively communicate expectations and build confidence, there must be a mutual dependence between HR and the candidate. It would be more productive to open an interview with a real-life business requirements question, which challenges the candidate to create a data model, provided that there is a laptop loaded with RStudio, RapidMiner, KNIME, Microsoft BI and Excel on hand. To generate synergy, the excited candidate is given a time limit to produce the result by clustering data loaded from a csv file. There is no need for a stiff, shake down, criminal investigation, masquerading as an interview to find the right person for the job. Therefore, if the candidate can produce a result within the immediate laptop, data mining environment, then, that is all the proof which is needed for HR to make a hiring decision. Today’s industries are performance based, so the data mining interview must rely on hands-on performance criteria to meet the needs of employers.

From the article, it has been found that it is inconceivable to believe that a Graduate student, fresh out of college today, without any real world, data mining, project experience, will be chosen to interview by a Fortune 500 company for a data mining position. This power packed article reinforces the urgent need for all data mining prospects to develop hands on skills, using algorithms quickly as possible, if planning to compete in the data mining arena. Enterprises need people who can use open source data mining tools to cluster data, now! The information presented in the article, has turned a future problem into an opportunity.

Greater challenges are on the horizon, now is the time to master RStudio, RapidMiner, KNIME, Microsoft BI, Excel, and gain access to the online repositories for job security. Opportunity is waiting for the person who can see the light, digging through the dark tech tunnel, while running with a backpack full of the latest data mining tools towards success. Generally speaking, the personality of the data miner is of course, a major factor. The positive attitude, backed by confidence, will prevail!

ED MacAudio

INVESTING In BUSINESS INTELLIGENCE

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Business intelligence is a field that is highly important for organizations across all industries. Over the past thirty days I had the opportunity to embark on an intense course of study with positive results. Let’s get started, although technology is transforming business activities, business intelligence technology is causing great consternation with the top level executives, reporting from the business community. I have discovered that, business intelligence platforms must be evaluated by looking at the positive and negative aspects before making the decision to invest in a solution.

It is a major requirement for each champion, within the organization, to be responsible for conducting a SWOT analysis to determine the Strengths, Weakness, Opportunities and Threat for each BI vendor. This step is necessary, because there is no one-size-fits-all tool available on the market. The business intelligence tool user is responsible for locating the appropriate platform which produces a positive cash flow for the company. The objective is to locate, through a selection process, the proper tool for the BI project. Generally speaking, failure to integrate business requirements into the selection process can result in project failure.

Although the there are many business intelligence platforms available, the success of BI depends to a considerable extent on the data available in the organization. Indeed, data quality is considered to be the most important technical factor. Therefore, the information contained in reports from a BI solution is directly related to the available data which is provided by the enterprise. Furthermore, the organization’s data, including the data being provided by the transactional systems, and the data that resides in the data warehouse, should be of the highest quality. In effort to clearly point out the need for clean data, an organization should consider several aspects of data quality, including: relevance, accuracy, consistency, and or course, whether the organization has the data.

With all things considered, the buyer should know the capabilities of the solution being provided by the vendor. Such as, the information delivery in the form of reporting, dashboards, Ad Hoc Query, and Microsoft Office integration. The platform of choice should include: BI infrastructure integration, metadata management, development tools, workflow and collaboration capability, and support for the business process, execution language. On the other hand, the solution would be useless without analysis capability, in the form of OLAP, visualizations, predictive modeling, data mining, and scorecard presentation. The overall concern for the enterprise, is to find a vendor with the perfect solution which produces a high ROI.

In conclusion, it has been found that the best practice is to follow the Kimball University guidelines, and the Gartner Magic Quadrant before investing time and resources in a vendor. But, who will rate the champion who is going to lead the project to success? The enterprise executive must choose the leader of the project with great care, because the champion is responsible for ensuring the success of the BI project. Till next time, keep your KPI’s in mind and invest intelligently.

ED MacAudio,

436 MEDIA INC.

ENTERPRISE DATA MANAGEMENT

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To start, it is practical for the business owner to be educated in new developments surrounding Enterprise Data Management (EDM). I spent the past month researching EDM in part with the online education environment.  Enterprise Data Management is the soul of modern business development in the digital age.

In effort to share what I discovered, let’s begin with my adventure into world of Big Data. Enterprise refers to the business process as one activity, for instance Live Nation Entertainment has a business process which includes activities from Ticketmaster, Live Nation Concerts, Front Line Management Group, and Live Nation Network.  The source data from all the business activities must be collected, extracted, transformed, and loaded before the data can be usable for running reports or analysis. Although the business process varies for company to company, Enterprise Data Management is a necessary solution in today’s business environment.

During my intensive research, I discovered that the Data Management process must control and manage data with the assistance of technology support systems. Generally speaking, The ETL development starts out with the high-level plan, which is independent of any specific technology approach, (Kimball Group).  The Data Warehouse Toolkit by Ralph Kimball, and Margy Ross is recommended for further reading.  I discovered that there are many types of projects where having a well- defined approach to managing data is the key to success. For instance deciding what to put in the fact table. The ETL process for fact table incremental processing differs from the load, and doesn’t need to be fully automated. However, the facts must be entered after the business process has been decided.

Never the less, the ETL architecture must have the capability to implement slowly changing dimension (SCD) logic, (Kimball). The Kimball technical system architecture separates the data and processes comprising the DW/BI system into the backroom (extract), transformation and load (ETL) environment and the front room presentation area, with metadata processed throughout the operation. The metadata is all the information that defines and describes the structure, operation, and contents of the DW/BI system (Kimball).

As previously mentioned, Enterprise Data Management is a major concern for all business enterprises. Building a comprehensive strategy to maintain the DW/BI Lifecycle was conceived by the Kimball Group in the mid-1980s. “Regardless of your organization’s specific DW/BI objectives, we believe an overarching team goal should be business acceptance of the DW/BI deliverables to support the business’ decision making” (Kimball).  Today’s Big Data is arriving from a multitude of sources. The company must invest resources and time in order to take advantage of the business opportunities which are waiting to be discovered with BI tools for analysis.   

ED MacAudio

DIGITAL MARKETING

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436 MEDIA Inc. BLOG

Digital Marketing enhanced by Nielsen Ratings:

The purpose of this review is to report the findings from a recent Nielsen rating experiment in which Twitter was the center of attention.

Brian Steler’s Article released by the New York Times is intended to alert the entertainment industry to the possible uses of the Twitter platform for target marketing. The article is developed around Twitter messaging and the definition of the “Unique Audience” who view Twitter post.

This article gives insight in to the continued development of new ways to measure consumer behavior on the web. The control group in this case is the user with an active Twitter account. The question is how many viewers who watched the season premiere of “Gray’s Anatomy” last month were influenced by Twitter post? Nielsen believes that Twitter data can be used to determine how popular a TV Broadcast event is by looking at the Twitter messages.

By labeling the Twitter user as a “Unique Audience” based on posts and the actual reach provided by the post is not fully understood. The reliability of the data will determine the credibility of the Nielsen measuring process. There has been previous research that has found that “Twitter activity sometimes spurs viewership”.

Social Guide is a new product which will be used to evaluate Twitter data used for marketing. There is some skepticism surrounding the use of Twitter massages for TV ratings. “Ed Keller”, CEO of the Keller Fay Group believes that word of mouth is still the best way to market.

I have a positive opinion concerning this article. When the data collection process is perfected Nielsen the industry will have a powerful tool for online marketers in the entertainment business. Of course social media is the modern gateway for success in marketing products. With the internet expanding and advancing software daily around the World, Twitter is the leader in social media messaging. Why not use this tool to gauge the rise of a hit TV show or Artist?

To conclude, the future of marketing will continue to evolve with help from Nielsen. How we use this new data collection tool is just starting to formulate in the mind of the entertainment business leaders.

436 MEDIA Inc.

ED MacAudio

The Entertainment Business, 360 DEAL

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436 MEDIA BLOG

So, what is the hype with the 360 Deal being pushed around the entertainment industry? Is this a sign of digital progress or just another mess?

Heather McDonald has written an article for the About.com Music Careers listing which discusses the issues surrounding this progressive new contract between Record Labels and Artist in this digital age.

The 360 is a contract  allows Records Labels to grab revenue from concerts, merchandise, endorsement deals, ringtones, downloads, streams, CD sales, radio, film Licensing, and just about anything else that might come to light in the future. The Records Labels are gold mining because it is a digital gold rush. Well, the recoup must also be included to make it fair, and square right?

Being an Artist, and a label; my opinion is based on the fact that the Digital Rights era is here to stay. Artist and Labels will have to work together to make this 360 Degree Deal sweet for all parties involved. Conversely, we must all take a good look at this 360 Deal to grasp the advantages. A budding record label must work 24/7 for each act on the roster in order to keep the Artist in the spotlight. Perhaps there is enough digital income to go around equally. However, there must be a balance within the deal. The artist deserves to be seen and heard. Also, the artist must be paid for working 24/7. Look at it this way, we are all in entertainment because we Love It. With  billions people on the planet; the 360 Deal can encompass the world.  Lastly, we are Global Entertainers, the show must go on .

436 MEDIA Inc.

ED MacAudio