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IBM Content adds value to Cognos BI 2 IBM Content Analytics adds value to Cognos BI

Analyzing unstructured information Structured data analytics tools like Cognos BI are typically used It is generally accepted that about 80 percent of the information to answer business questions surrounding the “Who, What, managed by an organization is in an unstructured form. Examples When, and Where.” Content Analytics enables the analysis of of unstructured information include documents, emails, web related unstructured data which can uniquely answer business pages, call center notes, social media, and many more. IBM questions surrounding the “How and Why.” Content Analytics with Enterprise Search (Content Analytics) is a platform that helps anticipate and shape business outcomes Content Analytics connects to a wide variety of internal and by surfacing new insights from unstructured information, external data sources to ingest and then read the information enabling organizations to tackle complex analytics issues using the same Natural Language Processing (NLP) engine even as information grows to big data scale. used in the IBM Watson solutions. Content Analytics can determine the meaning of information much like a human Content Analytics provides a complete set of advanced would, and then extract that meaning in structured form for technologies for analyzing unstructured data, including: text additional analytical processing. It can then create Cognos BI analytics, natural language processing, content mining, sen- reports and export those reports and analytics- enhanced timent analysis, confidence assessment, content classification, information to data sets and models that are further analyzed visualization and exploration. Line of business users with little within Cognos BI. or no prior analytics expertise can gain insights from information across multiple structured and unstructured data sources using This paper will explore use cases that utilize Content Analytics built-in features to identify meaningful concepts and key trends to integrate business insight from unstructured data into Cognos and take action. BI, and to enhance the process of fast model development and the value of Cognos BI analytical tools. Structured data (the remaining 20 percent of information in an enterprise) is information that is usually represented as fields, such as records in a relational or rows and columns in a worksheet. IBM Cognos (Cognos BI) is an integrated business intelligence suite that provides a wide range of functions to help business analysts explore structured data and make effective business decisions by analyzing data and creating and viewing analytical reports. IBM Software 3

The business value of unstructured As the adoption of big data and analytics continues to expand, information many organizations are realizing the value they can derive from Content Analytics enables the analysis of unstructured data, and using a solution like Content Analytics to expand their view of when this information is combined with related structured data, data to include all of the information they have, not just the 20 it creates a powerful set of results that are used to answer business percent typically found in structured form. questions surrounding the “How and Why” in your business environment. Let’s take the example of a mobile telecommuni- In February 2013, Aberdeen Group published a research brief cations operator that has a “What” question for structured data: titled “Content Analytics: Helping the Best-in-Class Drive What is month-to-month customer attrition for a new mobile Superior Customer Service” which measured the business phone model? If the answer is a 9 percent attrition rate, then results of organizations that added content analytics to their a critical next question is why this trend? An analysis of client existing structured data analytics. As the graphic below shows, inbound call transcripts and email, hosted and third-party forums, those organizations analyzing unstructured information (the and social media mentions (all unstructured text interactions green bar) reported a 17 percent year-to-year improvement in with customers) indicates the new phone has a poor battery life. the accuracy of their business decisions, versus a 5 percent This mobile operator is now in a position to take action with increase for those not analyzing unstructured information. their phone supplier to remedy the battery life issue and reduce They also reported a significantly higher quality of analysis. or eliminate customer attrition. The answers to “How and Why” are often buried in the meaning and context found in More importantly, as the graphic below shows, the research unstructured information, and when surfaced, this insight can indicated that analyzing unstructured information lead to be used to take action and improve business performance. significantly improved sales performance, customer satis- faction, customer retention and something called “net promoter score”—a measure of word of mouth, grass roots recommendations.

20%

17%

14% 12% change n=82

Year over year Year 7% 5%

2% 0% Accuracy of business Quality of Time spent on data- Analyzing unstructured data decisions analysis centric processes Not analyzing unstructured data

Figure 1: Content analytics streamlines business processes

Source: Aberdeen Group, January 2013 4 IBM Content Analytics adds value to Cognos BI

15% Analyzing unstructured data

Not analyzing unstructured data

10% 11%

8% 8% 7% 5%

3% 2% Year over year change n=82 Year 0% -1% -2%

Sales team Customer Customer Net promoter meeting quota satisfaction retention score -5%

Figure 2: Content analytics improves customer service

Source: Aberdeen Group, January 2013

Connecting structured and unstructured Content Analytics integration with Cognos BI data Cognos BI helps business users understand structured data that Content Analytics crawls, parses, analyzes and indexes structured is represented as fields, such as records in relational database and unstructured data. It annotates the data with information tables. Content Analytics extracts information from unstructured about parts of speech, named entities and relationships, and data, which is usually in free text format. Because this data extracted additional terms, codes, or pieces of information that establish from text documents can be treated as structured data, Cognos relationships and linkages among documents, rows and columns, BI can consume information from Content Analytics. You can within both structured and unstructured data sources. From pass information from Content Analytics to Cognos BI in one the resulting collection of information, Content Analytics of two ways: by exporting documents with content analysis enables the automatic creation of Cognos BI reports that results or by creating reports that contain content mining results. contain the analysis results. The underlying report model, along with analyzed documents and data, can also automatically be exported to a Cognos BI relational database (see Figure 3). IBM Software 5

Exporting documents with Content Analytics results Creating reports with Content Analytics Miner results A document and analytics results set can be exported to Cognos Content Analytics Miner allows you to explore different facets BI for additional in-depth analysis of both structured and and analytical views of the analyzed content in a collection. You unstructured data, together. By using the export functions of can also share and extend the use of this information in your Content Analytics, you can deliver documents into star-schema business by generating a report that can be opened with Cognos tables in a relational database. In addition, a Cognos BI model BI. The report is made available on the IBM Cognos BI portal can be created based on the star-schema, and a package for the page, which makes the report easy to share among users. When model can be published automatically. Using the package, users business users view the report, they manage it like any other can create reports and perform all types of structured analytical report, including editing it with Cognos Report Studio. Report processes (including OLAP) against the exported data. A Cognos users can also drill into the information with Content Analytics BI Action Log XML file for the model can also be generated, Miner by clicking a link provided in the report. This feature which enables users to modify and extend the model as required allows an analyst to further explore analytic results in support using IBM Cognos Framework Manager. of critical business decisions.

Content analytics

Ingest Analyzed

Structured Unstructured Analytics-enhanced data data data

Figure 3: Cognos BI relational database 6 IBM Content Analytics adds value to Cognos BI

Accelerating the Cognos development represent facets or dimensions of the data. Once the structured cycle data sources are indexed, Content Analytics Miner allows you to Content Analytics can also shorten the time it takes to develop easily pivot on any facet or dimension of the information. Models new Cognos BI reports and dashboards. Through the use of developed in Content Analytics can be exported to Cognos BI in the Cognos BI report and model generation capabilities star-schema format (see Figure 4). A Cognos Framework described above, Content Analytics can integrate unstructured Manager model can also be generated, which can be modified data insights with structured data, and can also be used in scenarios and extended as required. where Cognos BI is analyzing structured data only. For example, Content Analytics can be used to aid in shortening the structured Many organizations will be able to reduce the overall time analytics process, from data mart creation, data exploration, required to develop new and ad hoc Cognos BI analytics by OLAP model building, through analyst validation. using Content Analytics to explore, model and report on the information by exporting the model and report directly to To accelerate the Cognos BI modeling cycle, Content Analytics Cognos BI. uses supported connectors to structured data like relational , and crawls and indexes the data in source rows and columns. It treats the information like an unstructured document and enhances the index with analytic statistics that

Traditional method Using content analytics

• Data scientist models various • Embrace structured data queries to answer business • Create models quickly from question Content Analytics Miner view • Creates star scheme database • Export all data elements and model to represent OLAP data cubes

Figure 4: Cognos BI in star-schema IBM Software 7

Enterprise Search Summary IBM Content Analytics with Enterprise Search, as the name Losing customers is costly, and reacting to complaints is no suggests, also contains an enterprise search solution which is longer enough to keep them satisfied. Customer service needs used by industry-leading organizations to address complex, to go beyond handling dissatisfied customers and build cross-enterprise search use cases, and as a platform for unstructured relationships with customers so they are profitable, loyal analytics-enhanced search-based applications. IBM Content advocates. Business analytics can help you transform customer Analytics contains features that link search and analytics collections service into a complete customer care center that provides an together. Using these features, a search user or business analyst exceptional experience no matter where customer interaction can flag documents found during a search query and export occurs. The IBM Business Analytics for Customer Service those documents to an analytics collection where they can be Solution combines , business intelligence modeled and related to structured data, and the resulting models and techniques to help you gain a and reports can be exported to Cognos BI. As you can see, the comprehensive view of each customer. The result is a positive opportunity to connect search results and unstructured and customer experience that spans channels and occurs at all structured data together can deliver a tremendous value to points of interaction. organizations by making information (both structured and unstructured) and insights available to the business professionals For more information who need them to make business decisions. To learn more about IBM Content Analytics, please contact your IBM marketing representative, or visit the following website: .com/software/ecm/content-analytics © Copyright IBM Corporation 2013

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