BI Analysis using SAS tools

In partial fulfillment of the course Business Intelligence Tools and TechniquesI

GROUP 9 (Project Folder 8) Sushanth G(4034/18) VN(4036/18) Uday Mehta(4035/18) Sudarshanan

Varun Agarwal(4038/18) Vinay Kumar Juluri(4040/18)

BI Analysis using SAS Tools

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Introduction
Business intelligence (BI) mainly refers to computer-based techniques used in identifying, extracting, and analyzing business data, such as sales revenue by products and/or departments, or by associated costs and incomes. Business intelligence aims to support better business decision-making. Thus a BI system can be called a decision support system (DSS). The term business intelligence is sometimes used as a synonym for competitive intelligence, because they both support decision making, BI uses technologies, processes, and applications to analyze mostly internal, structured data and business processes while competitive intelligence gathers, analyzes and disseminates information with a topical focus on company competitors. Business intelligence understood broadly can include the subset of competitive intelligence. [1]

Analytics can be used by the whole panacea of users for various business capabilities: o Executives can explore a timely and reliable view of their business and take action to drive better business outcomes and decisionmaking. o Business managers have a single, reliable view of information at their fingertips that can help them focus on issues that need attention and action. o Business analysts can effectively conduct in-depth analysis and share results easily with broader business communities. o IT professionals can effectively apply their knowledge, expertise and investment in corporate data to advance the business, rather than having to manage a backlog of requests for information. One of the major BI tools that are used in various organizations for the purpose of data analytics is SAS (originally called Statistical Analysis System). Along with MS Office Connectivity, SAS is an integrated software tool provided by SAS Inc. and consists of the following components:

1. SAS Enterprise Guide

SAS Enterprise Guide is a Microsoft Windows client application that provides a guided mechanism to use SAS and publish dynamic results throughout an organization in a uniform way. It is marketed as the default interface to SAS for business analysts, statisticians, and programmers.
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Though Data Integration Studio is the true ETL tool of SAS, Enterprise Guide can be used for the ETL of smaller projects.

2. Data Integration Studio

Provides extract, transform, loads (ETL) services.

3. OLAP Cube Studio

It is a client application that helps with building OLAP Cubes.

4. Information Map Studio

It is a client application that helps with building information maps.

5. Information Delivery Portal

It allows users to set up personalized homepages where they can view automatically generated reports, dashboards, and other SAS data structures.

6. BI Dashboard
It is a plug-in for Information Delivery Portal. It allows the user to create various graphics that represent a broad range of data. This allows a quick glance to provide a lot of information, without having to look at all the underlying data.

Components Workflow
The following figure shows how the project flows through the various components in the order in which these components are used from the beginning to the end of the project. It must be noted here that data analysis does not end; it is just that once the models and dashboards are created they are automatically updated to include and reflect the changes.

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Project Work Flows:

These are the snapshots taken from our project and give an overview of our analysis done. This covers all the aspects of the project other than the MS Office connectivity, Dashboard and the Web Portal.

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BI Analysis using SAS Tools

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MS Office Connectivity
SAS provides plug-in for MS Office which can be directly used by MS office savvy managers to perform quick analysis of data. Though the functionality is limited in MS Office add-ins but still the basic analysis can be easily performed in it. These add-ins are available in MS Word, PowerPoint, Excel etc. Some of the basic analysis performed in MS Excel by us is as follows: Input: Customer Orders file

Parameters: Customer age group Product Category Quantity of products bought

Output
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AgeGroup wise Buying Habits

Customer Age Group Quantities Out Of

Customer_Age_Group 15-30 years 31-45 years 46-60 years 61-75 years

Frequency 544516 419591 387020 246190

Percent 34.09 26.27 24.23 15.41

Buying habits of Different Age Groups

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Inferences from the above MS Office Analysis

The following Inferences can be drawn from the above analysis

Age-Group 15-30 has bought most products with 35% of products bought among all age groups For all age groups, clothes are the most bought as a percentage of all products bought by an age group For all age groups except 61-75 years Indoor sports and racquet sports are the least bought For 61-75 years Indoor sports and swim sports are least bought For the 2 older age groups running-jogging products were popular compared to the other age groups The 2 middle age groups have bought most golf equipment measured as a percentage of total products bought by them

Another analysis using MS Office add-ins: Input: Customer Orders file

Parameters: Product Line Customer Gender Total Retail Price

Output Gender Buying Habits

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Gender buying habits

Inferences from the above analysis:

The following inferences can be drawn from the above analysis More products are being bought by males For children product line, the quantity of products bought is almost the same from either genders For Sports product line, the quantity of products bought by males is quite high compared to females

SAS Enterprise Guide

SAS Enterprise Guide is a point-and-click, menu- and wizard-driven tool enabling data analysis and results publishing. It saves customers time and money and builds on their SAS investment. Coders can use existing programs to create stored processes that can be run on demand and ported to a Microsoft Excel spreadsheet. It provides enhanced capabilities to work on input tables, information maps and OLAP cubes. The following analysis is done with the help of SAS
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Enterprise guide:

Input: Customer Orders file

Parameters: Grouping by Year Total Retail Price Customer Age Group

Output: Age Group Wise Sales

Age Group Wise Total Sales

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BI Analysis using SAS Tools

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Inferences from the above analysis:

The following inferences can be drawn from the above analysis: Both Orion club and gold members used the available discounts to buy a large amount of clothes when compared to other items The internet/catalog members were more unorganized/made one time purchasesespecially assorted sports articles Outdoor apparel and shoes are popular among all three segments

Another data analysis done using the above tool is to find out the sales in the various countries. This will help us to understand our penetration in various countries: Input: Customer Orders file

Parameters Customer country Total retail price

Output Country Wise Sales

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Customer country Information

Inferences from the above analysis: USA accounts for the largest proportion of total sales with almost 25% Germany is the second highest with 12% sales Then France, Britain and Italy follow with approximately 10% of the sales each

From the above analysis it is clear that U.S. and Germany are the major markets in which we have the presence. There are other countries with some considerable penetration while most of the others remain in very low. So we tried to analyze U.S. and Germany in details. For this we made new tables using data integration tools.

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Data Integration Tools

SAS Data Integration forms the solid data foundation needed to support your enterprise information needs. It provides capabilities for enterprise data access and processing across systems and platforms; integrated data quality, which is critical to producing accurate, consistent information; and an interactive, visual data integration development environment that enables collaboration and easy reusability, all with a single point of IT administration. Basic Workflow in the data integration tool is as follows:

The splitter divides the customer table data into two parts. Then the table loader tool is used to load the data provided by the splitter into U.S. Data and Denmark Data. The following analysis is done using the data integration tools: Input Product Info file
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BI Analysis using SAS Tools

 Parameters Product Category Country

Output US Sales Data Germany Sales Data

US Sales Data

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Germany Sales Data

Inferences from the above analysis:

Since the above data is skewed, the available result does not help us to infer us much. But provided the same data, it can be used in designing marketing strategies in various countries.

OLAP Cube Studio

SAS OLAP Server is a multidimensional data store designed from the outset to provide quick access to pre-summarized data generated from vast amounts of detailed data. Decision makers need quick access to summarized data so they can make timely decisions based on knowledge instead of gut feelings. Cube is basically used for providing information summarized in the form of time dimension and Product Dimension. The following analysis is done using the cube: Drill Down(Product) :
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BI Analysis using SAS Tools

Product Product Category Product Group Product Type Product Name

Drill Down(Time) : Year Quarter Month

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The analysis of the cube is done using SAS Enterprise Guide. The following analysis is done: Input: Product Info

Parameters: Group by Product Category Year Total Sales

Output Product Category Sales

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Product Category Sales

Inferences from the above analysis:

Sports category has the highest sales amongst all categories, accounting for most of the sales in all years Sales have increased consistently across all categories every year, except a couple of exceptions for Sports and camping

SRS Web Report Studio

SAS Web Report Studio is an easy-to-use query and reporting application designed for general business users who want to view, author, share, and explore reports in a Web browser. SAS Web Report Studio helps users make faster, better business decisions while freeing IT staff, minimizing administrative overhead, and maximizing resource usage. The following task is performed using SAS Web Report Studio:
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 Input: Product Sales Info map

Parameters: Customer Id for Relationship Customer Information Sales and Product Information

Output Web Report

Product Sales

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Inferences from the above analysis:

Team sports category contribute to the major amount of the sales Camping is another major sales category The major use of web report studio is to create and transfer reports by business users without requiring any technical expertise.

SAS BI Dashboard
The SAS BI Dashboard enables users to employ dashboards to monitor key performance indicators that convey how well an organization is performing. Dashboards include graphics, text, colors, and hyperlinks. Dashboards are created, maintained, and viewed through an easy-to-use Web-based interface. All content is displayed in a role-based, secure, customizable, and extensible environment. Dashboard users can customize how information appears on their personal dashboards. [3]

References
[1] www.wikipedia.org/business intelligence [2] Analysis for Everyone by IBM [3] www.SAS.com

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