Business Intelligence plus Enterprise Search

Tuan Jean TeeSenior Project Manager, Enterprise Search GroupMicrosoft

Business Intelligence Goals & ChallengesTwo major goals:1.Top line expansion2.Bottom line performance

Challenges:1.Accuracy of data input2.Duplication of data3.Mixing of Structured and unstructured data4.Scaling the performance of data storage5.Understanding the customer’s intent and context

Traditional Business Intelligence Architecture

Data Data sourcesource

ss

Data Data integration integration using ETLusing ETL

Data Data storagstorag

ee

Data Data analysisanalysis

Data Data PresentationPresentation

Business Intelligence Architecture + Enterprise Search platform

Enterprise Enterprise Search Search

Data Data sourcesource

ss

Data Data integration integration using ETLusing ETL

Data Data storagstorag

ee

Data Data analysisanalysis ReportingReporting

Enterprise Enterprise Search Search IndexIndex

Search Search InterfaceInterface

Data Cleansing & enrichment

Business Intelligence Architecture + Enterprise Search platform

Enterprise Enterprise Search Search

Data Data sourcesource

ss

Data Data integration integration using ETLusing ETL

Data Data storagstorag

ee

Data Data analysisanalysis ReportingReporting

Enterprise Enterprise Search Search IndexIndex

Search Search InterfaceInterface

Performance scaling

Information access using natural

language

Data Cleansing & Enrichment

Fuzzy Matching Fuzzy Matching

Data sourcesData sources Data integration using Data integration using ETLETL

Data Data storagestorage

Linguistic AnalysisLinguistic Analysis

Approximate MatchingApproximate Matching

Data enrichment and Data enrichment and content classificationcontent classification

Enterprise Search Platformcapabilities

Data Cleansing & Enrichment (2)

Data cleansing using Fuzzy Matching and Linguistic AnalysisScenario: Are the following addresses the same house? Which is Suburb? Which is the City?Can you complete incomplete records?

• 11/17, North Sydney, NSW 2060• Unit 11, No 17, North Sydney, NSW 2060• 11-17, North Syd., 2060• Level 11, 17, 2000, New South Wales, North Sydney• #11-17, North Syd

Data Cleansing & Enrichment (3)

Data cleansing using Approximate Matching

Scenario: Could all of the following be the same person?

• Mr. Tim Smith• Mr Timothy Smith• T. Smith• Timothy S.• Tim S.

Data Cleansing & Enrichment (4)

Data enrichment using Linguistic Analysis

Scenario: What else can I derive from just the user name alone?

Adam Smith

Mr Jones

A'shadieeyah binte Fatima

Data Cleansing & Enrichment (5)Data enrichment and auto-classification by linking structured data to unstructured data

Content access :../category/products/sports/AFL../category/entertainment/movie

Internal Blog

Photos

E-mails

Documents

External Blog

Twitter

Photos

Enterprise Search provides scalable performance platform for information access• An Search Index provides

alternate information access layer to the data storage

• This extra layer takes away the burden on data storage for data retrieval and analysis

Data Data storagstorag

ee

Data Data analysisanalysis ReportingReporting

Enterprise Enterprise Search Search IndexIndex

Search Search InterfaceInterface

Performance scaling

Enterprise Search provides information access alternatives• Enterprise Search interface provides

an another channel for business user and customers to create ad-hoc queries using natural language for structured and unstructured data

• Enterprise Search provides relevancy model to present data in context

• Enterprise Search provides mechanism to slice and dice the data to discover hidden trend within the data storage

Data Data storagstorag

ee

Data Data analysisanalysis ReportingReporting

Enterprise Enterprise Search Search IndexIndex

Search Search InterfaceInterface

Information Access in natural language

Ad-hoc query

Summary• Business Intelligence Architecture plus Enterprise Search gives

business an improved architecture for business to expand the top line, and information to monitor bottom line performance:

• Enterprise Search platform provides a stacks of technologies which can supplement the traditional Business Intelligence Architecture capabilities.

– Enterprise Search technologies such as linguistic analysis, fuzzy matching, approximate matching, data classification can provide a mechanism to enhance and cleanse multiple, structured data repositories into an accurate master database.

– Enterprise Search technologies can link structured and unstructured data more effectively to build user profiles

– Enterprise Search enable information presentation with relevancy ranking.

© 2009 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market

conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.

MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.