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Data CategoriesData Categories
Supports automated processingC f ith d t d l i t d ith d t b d–Conforms with data models associated with databases and spreadsheets
–Granular data stored in fields
Structured
Generally does not support automated processing–No data model or not easily understood–Insufficient metadata–Noisy data communications such as an email message, blog or
document
Unstructured
document
High Volume of small data bits–Huge volumeHuge volume–Only act on exceptions–Captured at source
Event
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Common Structured DataCommon Structured Data
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Data CategoriesData Categories
Supports automated processingC f ith d t d l i t d ith d t b d–Conforms with data models associated with databases and spreadsheets
–Granular data stored in fields
Structured
Generally does not support automated processing–No data model or not easily understood–Insufficient metadata–Noisy data communications such as an email message, blog or
document
Unstructured
document
High Volume of small data bits–Huge volumeHuge volume–Only act on exceptions–Captured at source
Event
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Common Unstructured DataCommon Unstructured Data
A press releaserelease communication
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Common Unstructured DataCommon Unstructured Data
Forum postingsp g
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Data CategoriesData Categories
Supports automated processingC f ith d t d l i t d ith d t b d–Conforms with data models associated with databases and spreadsheets
–Granular data stored in fields
Structured
Generally does not support automated processing–No data model or not easily understood–Insufficient metadata–Noisy data communications such as an email message, blog or
document
Unstructured
document
High Volume of small data–Huge volumeHuge volume–Only act on exceptions–Captured at source
Event
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Common Event DataCommon Event Data
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What vs Why and WhenWhat vs. Why and When
It’s generally said that…
structured data tells us “what” and t d t t ll “Wh t” d “Wh ”event data tells “What” and “When”and
unstructured data tells us “why”unstructured data tells us why
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KnowledgeS
e
Knowledgetrategy
telli
genc
eExternal
Information
Int
n FIPP P
lan
form
atio
n FI HR
COSDIn
f SDPMMM
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Operate / Generates Data
Business Intelligence Typically Runs Off Structured DataBusiness Intelligence Typically Runs Off Structured Data
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Business Intelligence Reporting off Structured DataBusiness Intelligence Reporting off Structured Data
How can you extend your BI investments to
t t d d tunstructured and event information?
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Do you report just for the sake f ti ?of reporting?
Or do you innovate with intelligence?
Workers Lose Productivity from InadequateInformation Access
54%54%Lose Productivity
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Source: Economist, ‘Enterprise Knowledge Workers Study
The Goal: Be a Best Run BusinessThe Goal: Be a Best Run Business
77%
“77% of high77% of high performers haveperformers have above average
23%
above average analyticalycapability”
Low High
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Source: Competing on Analytics, Thomas Davenport
LowPerformers
HighPerformers
IT Is Looking for Flexibility in Sharing Relevant Information
Organizations require:
• Trusted, consolidated, and, ,actionable information
• From a variety of dataysources
• Self-service access
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http://www.twitterfall.com/
http://archivist.visitmix.com/
Technology is only an enablerBut the power is in the patternsp p
http://maps.linkfluence.net/vc/
How do you visualize your information?
http://www.whatdoestheinternetthink.net/
Information is Beautiful
So what can you do for me?
Text Data Processing DefinedText Data Processing Definedd
Text
1.Extract meaning
Structured Database
ruct
ured
Once structured it can be… Integrated
g2.Transform into structured
data for analysis3 Cleanse and match
Uns
tr QueriedAnalyzedVi li d
3.Cleanse and match
VisualizedReported against
Unlocks Key Information from Text Sources to
© 2011 SAP AG. All rights reserved. 25
Drive Business Insight
Automate Research AnalysisAutomate Research Analysis
Text data processing semantically understands the meaning and context of information, not just the words themselves. Applies linguistic and statistical
techniques to extract entities, concepts and sentiments Discerns facts and relationships that
were previously unprocessable Allows you to deal with information
overload by mining very large corpora of words and making sense of it without having to read every sentencehaving to read every sentence
© 2011 SAP AG. All rights reserved. 26
SAP BusinessObjects Data Services Data integration, data quality, data profiling, and text data processing
ata Business UI
(InformationTechnical UI(Data Services)
SAP BusinessObjects Data Services 4.0ru
ctur
ed D
a (InformationSteward)
U ifi d M t d t
(Data Services)
Str
One Runtime Architecture &
Services
Unified Metadata
ETL
uctu
red Data Quality
Profiling
Uns
tru
Dat
a Text Analytics
One Administration Environment (S h d li S it U M t)
Provides access to all critical business data (regardless of data source, type,
(Scheduling, Security, User Management) One Set of Source/Target Connectors
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( g , yp ,or domain) enabling greater business insights and operational effectiveness
Text Data Processing on the Data Services PlatformText Data Processing on the Data Services Platform
Native Text Data Processing on the Data Services platformg pwith the Entity Extraction transform to extract : Predefined entities (like company, person, firm, city, country, …) Sentiment Analysis (e.g. Strong positive, Weak positive,Sentiment Analysis (e.g. Strong positive, Weak positive,
Neutral, Weak Negative, Strong Negative) Custom entities (customized via dictionaries)
Languages supported (for version 4.0) English German French Spanish JapaneseJapa ese Simplified Chinese …
(expanding to 31 languages in next releases)(expanding to 31 languages in next releases)
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Supported Entity Types for ExtractionSupported Entity Types for Extraction
Who: people, job title, and national identification numbers
Wh t i i ti fi i l
Where: addresses, cities, states, countries, facilities, internet addresses and phone numbersWhat: companies, organizations, financial
indexes, and productsWhen: dates, days, holidays, months,
addresses, and phone numbersHow much: currencies and units of
measureyears, times, and time periods Generic Concepts: “text data”, “global
piracy”, and so on
Current Languages supported with Data Services 4.0: English, French, German, Simplified Chinese Spanish Japanese (concepts only)Simplified Chinese, Spanish, Japanese (concepts only)
Some of the additional Languages coming: Arabic, Dutch, Farsi, Italian, Korean, Japanese (with concepts), Portuguese, Russian
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Pre-defined Extraction of Sentiments, Events, and Relationships
Voice of Customer Public Sector:Voice of CustomerSentiments: strong positive, weak
positive, neutral, weak negative,
Public Sector: Such as person-organization, person-alias, travel events and security
strong negative, problemsRequests: customer requests Enterprise:
M d i iti llMergers and acquisitions, as well as executive job changes
L S t E li h F h L S t E li hLanguage Support: English, French, German, Spanish
Language Support: English, Simplified Chinese
These are starter packs that can be built upon for a specific deployment
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ExampleExample
Web Intelligence reports in the BI Launch PadWeb Intelligence reports in the BI Launch Pad
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Opened WebI reportOpened WebI report
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Searching on “computer”Searching on computer
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“Computer” in the Most Mentions Concepts reportComputer in the Most Mentions Concepts report
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“Enjoy” stance in the Positive SentimentsEnjoy stance in the Positive Sentiments
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“False” and “Issue” stances in the Negative SentimentsFalse and Issue stances in the Negative Sentiments
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Drilling down to further understand the complete contextDrilling down to further understand the complete context
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The data flow in the Data Services DesignerThe data flow in the Data Services Designer
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