Pro SQL Server 2008 Analytics: Delivering Sales and Marketing Dashboards

Table of contents

1. Copyright
2. Foreword
3. About the Authors
4. About the Technical Reviewer
5. Acknowledgments
6. 1. An Overview of Analytics
   1. 1.1. Understanding Analytics
   2. 1.2. The Value of Analytics
   3. 1.3. Why Analytics Implementations Fail
   4. 1.4. Environment Preparations
   5. 1.5. Summary
7. 2. Seven Keys to Successful Reporting Projects
   1. 2.1. The Seven Keys Approach
   2. 2.2. Key 1: Developing Executive Sponsorship
      1. 2.2.1. Department Managers
      2. 2.2.2. Senior Executives
   3. 2.3. Key 2: Identifying Organizational Key Performance Indicators
   4. 2.4. Key 3: Delivering Structured, Ad Hoc Reports
      1. 2.4.1. Selecting Appropriate Technologies
         1. 2.4.1.1. Assessing Existing Technology Investments
         2. 2.4.1.2. Assessing Technology Complexity
         3. 2.4.1.3. Assessing Power User and I.T. Skill Sets
      2. 2.4.2. Reviewing the Appropriate Microsoft BI Tools for Various User Roles
      3. 2.4.3. Identifying and Prioritizing Final Phase-One Solution Components
   5. 2.5. Key 4: Ensuring Data Availability
   6. 2.6. Key 5: Proactively Reviewing Data Quality
   7. 2.7. Key 6: Adjusting Core System Business Rules
   8. 2.8. Key 7: Delivering Organization-wide Performance Management
   9. 2.9. Summary
8. 3. Key Performance Indicators
   1. 3.1. Keeping KPIs Forward Looking
   2. 3.2. Understanding the Core Principles for KPIs
      1. 3.2.1. Using Specific Metrics
      2. 3.2.2. Ensuring Clear Metric Ownership
      3. 3.2.3. Keeping Metrics Measurable
      4. 3.2.4. Using Timely Metrics
      5. 3.2.5. Limiting the Quantity of KPIs for a Given Scorecard
      6. 3.2.6. Assigning Targets to KPIs
      7. 3.2.7. Aligning the KPI with Organizational Goals
   3. 3.3. Developing a KPI Step By Step
      1. 3.3.1. Assembling a Team to Define KPIs
      2. 3.3.2. Categorizing Potential Metrics
      3. 3.3.3. Brainstorming Possible Metrics
      4. 3.3.4. Prioritizing Draft Metrics
      5. 3.3.5. Performing a Final Filter on Metrics
      6. 3.3.6. Setting Targets for Selected Metrics
   4. 3.4. Combining the KPIs into a Scorecard
   5. 3.5. Summary
9. 4. Microsoft Platform Components for Dashboards
   1. 4.1. Understanding the Analytics Pyramid
   2. 4.2. Creating Basic Analytics
      1. 4.2.1. Step 1: Mapping KPIs to Source Systems
      2. 4.2.2. Step 2: Identifying Specific Analytics Stakeholders
      3. 4.2.3. Step 3: Prioritizing Scorecards and Reports
      4. 4.2.4. Step 4: Developing Initial Reports and Dashboards
   3. 4.3. Moving into Intermediate Analytics
      1. 4.3.1. Step 1: Developing a Basic Analysis Services Cube
      2. 4.3.2. Step 2: Designing an Approach to Deliver Trend Data
      3. 4.3.3. Step 3: Developing Your Data Mart and SSAS Cube
      4. 4.3.4. Step 4: Evaluating Limitations in Your BI Platform
   4. 4.4. Considering Advanced Analytics
   5. 4.5. Summary
10. 5. Core Components of SQL Server 2008
    1. 5.1. Developing a Sales Manager Dashboard
    2. 5.2. Developing the Marketing Campaign Dashboard
    3. 5.3. Summary
11. 6. SQL Server Analysis Services
    1. 6.1. Understanding Sales Trends
       1. 6.1.1. Identifying the Sales Trend Measures
       2. 6.1.2. Identifying the Sales Trend Dimensions
    2. 6.2. Tracking Search Engine Marketing
       1. 6.2.1. Indentifying the SEM Measures
       2. 6.2.2. Identifying the SEM Dimensions
    3. 6.3. Summary
12. 7. Performance Management
    1. 7.1. Defining "Performance Management"
    2. 7.2. Managing Sales Performance
       1. 7.2.1. Creating the Dashboard Display
       2. 7.2.2. Drilling into the KPI Details
    3. 7.3. Managing Marketing Performance
    4. 7.4. Summary
13. 8. Implementation and Maintenance of the Integrated System
    1. 8.1. Understanding the Project Management Phases
    2. 8.2. Beginning with the Envisioning Phase
       1. 8.2.1. Identifying the Project Scope
       2. 8.2.2. Calculating the ROI
       3. 8.2.3. Selecting the Project Scope
          1. 8.2.3.1. Identifying Scope Items
          2. 8.2.3.2. Prioritizing Scope Items
       4. 8.2.4. Planning the Project
          1. 8.2.4.1. Identifying Critical Team Skills
          2. 8.2.4.2. Setting Expectations
          3. 8.2.4.3. Sponsoring the Project
    3. 8.3. Initiating the Design Phase
       1. 8.3.1. Designing the Schema
       2. 8.3.2. Designing the User Interface
       3. 8.3.3. Developing Use Cases
    4. 8.4. Working Through the Build Phase
    5. 8.5. Moving into the Test Phase
    6. 8.6. Releasing the Solution During the Deployment Phase
       1. 8.6.1. Training Various Resources
       2. 8.6.2. Releasing the Solution
    7. 8.7. Maintaining the System
       1. 8.7.1. Performing Core Maintenance
       2. 8.7.2. Moving Past the Initial Implementation
    8. 8.8. Performing Overall Project Management Tasks
       1. 8.8.1. Categorizing Project Management Tasks
          1. 8.8.1.1. Managing the Scope
          2. 8.8.1.2. Managing Budgets
          3. 8.8.1.3. Managing the Schedule
          4. 8.8.1.4. Managing Resources
          5. 8.8.1.5. Reporting on the Project's Status
       2. 8.8.2. Using SharePoint As a Project Management Tool
    9. 8.9. Summary
14. 9. Case Studies
    1. 9.1. Case Study 1: Reporting in a Hosted Business Application Environment
       1. 9.1.1. Identifying the Customer's Challenges
       2. 9.1.2. Exploring the Solution
       3. 9.1.3. Seeing the Results
    2. 9.2. Case Study 2: Implementing Embedded Analytics
       1. 9.2.1. Identifying the Customer's Challenges
       2. 9.2.2. Exploring the Solution
       3. 9.2.3. Seeing the Results
    3. 9.3. Case Study 3: Adding Web Analytics
       1. 9.3.1. Identifying the Customer's Challenges
       2. 9.3.2. Exploring the Solution
       3. 9.3.3. Seeing the Results
    4. 9.4. Summary