ACC 157: DATA WAREHOUSE AND MANAGEMENT

Module #24

Name: _______________________________________________________________ Class number: _______

Section: ____________ Schedule: ________________________________________ Date: ________________

Lesson title: DATA ANALYTICS Materials:

Lesson Objectives: Student Activity Sheets
At the end of this module, I should be able to: References:
1. Discuss Data Analytics www.gurru99.com

A. MAIN LESSON

1. Activity 2: Content Notes

Data Analytics Defined as

One data analytics definition is: “qualitative and quantitative techniques

and processes used to enhance productivity and business gain.

Data is extracted and categorized to identify and analyze behavioral data

and patterns, and techniques vary according to organizational
requirements.”

Although some data analysts may look at large and complex data, also
known as “big data,” a lot of work also involves smaller data, such as
internal data sets and company records.

Data analytics is often confused with data science. Although similar in

nature, data analytics is more concerned with solving problems through defined data sets, whereas data science
requires the development of new models and algorithms through coding and programming.

Data analytics relates to business intelligence (BI). However, BI looks at the interpretation of past data, whereas
analytics can predict the future as well.

When analytics extends beyond BI and covers areas like data/text mining, machine learning, forecasting, semantic
analysis, sentiment analysis, neural networks, and pattern matching, it can be referred to as “advanced analytics.”
Advanced analytics is autonomous or semi-autonomous and requires less human interaction for interpretation.

History of Data Analysis

Data has always been a part of our daily lives; with technological advances, we have just become more adept at
collecting and making sense of it.

For a long time, governments have used censuses to gather data for urban planning and measurement of
population growth. This data analysis used to take years to analyze, but it was expedited with the creation of
tabulating machines that could read data via punch cards.

Relational databases were invented in the 1970s to retrieve information from databases through structured query
language (SQL). Non-relational databases and NoSQL emerged in the 1990s as the internet took off and search
engines like Google consolidated data into easy-to-read results from search queries.

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 ACC 157: DATA WAREHOUSE AND MANAGEMENT
Module #24

Name: _______________________________________________________________ Class number: _______

Section: ____________ Schedule: ________________________________________ Date: ________________

Around this time, database and data warehousing gave rise to data mining, which involved procuring information
from large, unstructured data sources. In 1997, NASA researchers coined the term “big data” to represent the
massive amount of data generated by supercomputers.

In 2005, Google Analytics simplified the extraction of actionable insights from online data, such as time on site, new
versus returning customers, audience demographics, and web page views and visits. In 2006, Hadoop was born,
which was one of the first tools to process big data at scale.

With the release of Amazon Redshift and Google BigQuery within the last 10 years, data analytics has shifted to the
cloud, and all industries, from healthcare to CPG to financial services, have started prioritizing data analytics in their
business strategy to stay competitive.

What Is a Data Analyst?

As more industries and companies develop in-house data functions, data analytics is becoming an increasingly
sought-after career. A data analyst may be responsible for:

• Data mining and setting up the infrastructure and systems to process, manage, and analyze data. This may
include the ETL (extract, transform, and load) data function.
• Data warehousing to build databases (storage systems) for easy data retrieval and access.
• Running queries to answer specific questions and extract useful insights.
• Cleansing data and making the necessary adjustments to ensure quality.
• Creating reports to present information to business stakeholders.
• Data analysts usually bring strong quantitative and analytical skills, an aptitude for communication and
critical thinking, extensive experience with Microsoft Excel, and knowledge of certain statistical languages.
• Data analyst salaries start around $54,000, but can pass the $100,000 mark for those with more years of
experience and specialization.

Steps for Data Analysis

Each data analytics assignment is different, but they often follow a multistep process for sourcing, validating,
correcting, and presenting data to answer business questions. The procedure may look similar to this:

• Step 1: Understand what types of data you need to answer specific questions, and decide on the objectives
of the study. When diving into ambiguous and unstructured data, you should come in with hypotheses to
validate.
• Step 2: Collect data, depending on your requirements. This data can include quantitative and qualitative
analysis. Data analysts may collect this data internally through customer relationship management (CRM)
and enterprise resource planning (ERP) software and external sources like census bureaus, APIs, Google
public data, and third-party websites. Primary qualitative data is less commonly used by data analysts than
quantitative data, but can encompass interviews and in-person observations. When collecting data, you will
want to ensure consistency in your methodology (e.g., asking all interviewees the same questions).
• Step 3: Clean data. With an initial data set, you may find missing, incomplete, or repetitive data, which can
bias the results. You will want to check for outliers and ensure metrics, like the mean, median, mode, and
range, make sense given the context. Sometimes you also need to convert data into a format that is
readable by data analytics tools.
• Step 4: Analyze the data through tools selected by your organization and check for the statistical
significance of results.

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 ACC 157: DATA WAREHOUSE AND MANAGEMENT
Module #24

Name: _______________________________________________________________ Class number: _______

Section: ____________ Schedule: ________________________________________ Date: ________________

• Step 5: Compile the results. Once the data is collected and analyzed, data analysts are often charged with
presenting it in an easy-to-understand format. Many companies develop internal dashboards that track key
KPIs through graphs and charts.

Types of Data Analysis

There are a few different types of data analysis:

• Descriptive analytics: This analysis seeks to explain what happened with variables, such as revenue,
sales, cost, demographic data, etc. With descriptive analytics, the organization is looking for patterns and
trends. For example, what happened with women’s clothing sales in the month of July?
• Diagnostic analytics: Diagnostic analytics explains the “why” and “how” between a particular data set. For
example, why did sales go up in some retail outlets and not others?
• Predictive analytics: As the name suggests, predictive analytics is about predicting the future and what
actions to take based on how variables are likely to behave. For example, will a promotion work at a store in
X city based on the city’s characteristics and performance in similar geographic regions? Predictive
analytics is the basis of machine learning and artificial intelligence.
• Prescriptive analytics: Prescriptive analytics determines which action to take to improve a situation or
solve a problem. For example, since the promotion did not work as well as anticipated with families, what
can we do to drive growth in the coming weeks?

Techniques for Data Analytics

Depending on objectives and use cases, data analysts can choose from a variety of data analysis methods to
validate hypotheses and check for patterns.

• Regression analysis: Regression analysis is a statistical method that models relationships and correlations
between different variables.
• Factor analysis: The goal of factor analysis is to find a defensible structure underlying the data.
• Cohort analysis: Cohort analysis requires the grouping of data by specific characteristics.
• Cluster analysis: Cluster analysis ensures that the objects in one group are more similar to each other than
objects in other groups.
• Time series analysis: When data can be organized over time (for example, stock market prices), time
series analysis predicts future behavior.
• Text analytics: When analyzing emails, open-ended survey responses, or websites, text mining involves
searching for patterns and summary information.

How Can Data Analytics Be Used?

Data analytics serves multiple purposes depending on the industry, but these are some of the most common
problems businesses address through data analytics.

• Sales forecasting: Based on sales growth, historical performance, and future market trends, companies
can predict future sales numbers with greater accuracy.
• Price optimization: Data analysis helps companies determine the price elasticity of different customer
groups to different products and services.
• Fraud prevention: Credit card issuers have historically used rules to identify suspicious transactions. With
more advanced big data analytics and machine learning tools, it’s easier to detect and predict criminal
behavior. This also applies to insurance, banking, and other industries concerned with high security.

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 ACC 157: DATA WAREHOUSE AND MANAGEMENT
Module #24

Name: _______________________________________________________________ Class number: _______

Section: ____________ Schedule: ________________________________________ Date: ________________

_______________9. When analyzing emails, open-ended survey responses, or websites, text mining involves
searching for patterns and summary information.

_______________10. This analytics determines which action to take to improve a situation or solve a problem.

3) Activity 4: Check for Understanding.

1. Give at least 3 works of Data Analyst?

Answer:

2. What is a Diagnostic Analysis?

Answer:

A. LESSON WRAP-UP

FAQs:

1. What is a Time Series Analysis?

Answer:
When data can be organized over time (for example, stock market prices), time series analysis predicts
future behavior..

2. How much can a Data Analyst can earn?

Answer:
Data analyst salaries start around $54,000, but can pass the $100,000 mark for those with more years of
experience and specialization.

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 ACC 157: DATA WAREHOUSE AND MANAGEMENT
Module #24

Name: _______________________________________________________________ Class number: _______

Section: ____________ Schedule: ________________________________________ Date: ________________

• Marketing segmentation, targeting, and positioning: Data analytics can show whether certain marketing
techniques, such as a promotional campaign or social media infographic, are leading to the desired
response. With CRM systems and demographic data, companies can acquire a 360-degree view of the
customer and better understand their purchasing behavior, which can lead to custom recommendations and
more personalized outreach.
• Operational efficiency: By analyzing the different steps of a protocol, it is possible to identify bottlenecks
and enact improvements. For example, adding an extra person at a particular shift could increase the speed
of production or changing procurement orders could rebalance inventory supply and demand at retail
locations.

Now that you understand the data analytics is. Let’s try a short activity to know how much you understand the our
short introduction to our lesson.

2) Activity 3: Skill-building Activities.

There you go! I’m expecting that you learn something today, I am excited to hear your
understanding with our lesson for today, Answer the following question:

Try to answer it base on your understanding, better to construct your own sentences for
you to able practice your written communication skill. .

Part 1: Fill in the blank: Write the correct answer before the number:

_______________1. This type of analysis is a statistical method that models relationships and correlations between
different variables.

_______________2. It based on sales growth, historical performance, and future market trends, companies can
predict future sales numbers with greater accuracy.

_______________3. This analysis seeks to explain what happened with variables, such as revenue, sales, cost,
demographic data, etc.

_______________4. This technique of analysis is to find a defensible structure underlying the data.

_______________5. This person is responsible for Data warehousing to build databases (storage systems) for easy
data retrieval and access.

_______________6. Data analysis helps companies determine the price elasticity of different customer groups to
different products and services.

_______________7. Is about predicting the future and what actions to take based on how variables are likely to
behave.

_______________8. This analysis requires the grouping of data by specific characteristics.

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 ACC 157: DATA WAREHOUSE AND MANAGEMENT
Module #24

Name: _______________________________________________________________ Class number: _______

Section: ____________ Schedule: ________________________________________ Date: ________________

There are several data analysis tools available in the market, each with its
own set of functions. The selection of tools should always be based on the
type of analysis performed, and the type of data worked. Here is a list of a
few compelling tools for Data Analysis.

4) Activity 5: Thinking about Learning (5 mins)

Mark the place in the work tracker which is simply a visual to help you track how much work you have
accomplished and how much work there is left to do. This tracker will be part of your activity sheet.

To develop habits on thinking about learning, answer the questions below about your learning
experience.

1. How was the module able to help you learn?

2. What did you realize about the topic?

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