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CHI 2008 “Social Data Analysis” Workshop: Position Paper
single user snapshots, a.k.a. business intelligence projects run at SAP Labs (Palo Alto), and attempt to
reports. identify areas of opportunity for social data analysis.
O-level (operational officers and workers): These Financial Operational Steering: the “S&OP” Process
people in the lowest level of information, the original For instance, during the ‘Sales and Operations’ process,
application transactional data, have two dimensional in which different business units come together in
collaborations but they cannot see too far in both regular meetings in order to share and compare their
directions. data, unearth & explain potential issues, and aim at
coherence in data and interpretation across business
units, is a good example of a business user activity that
is critical to good business performance, has a rich use
of social data analysis, but is currently completely
unsupported by enterprise software tools. The work is
done manually, in meetings and legwork, often
painfully and laboriously, to make sure that overall the
bottom line impact can be calculated by informed plan-
actuals comparisons across the value chain. Overall,
the finance department will need to be able identify
how the company overall manages to achieve their
earning estimates on a quarterly and yearly basis.
Exploring opportunities for social data analysis in to do analytics without any IT support because they do
contexts such as this one will be one aim of the authors it right inside their familiar territory, their business
in the proposed workshop. application. Traditional analytics is tool-based
centralized process where people have to a
sophisticated tool at a fixed space. Also, the data used
for analysis is based on historical data. This time and
space constraints made business analytics the task for
IT professionals and savvy business analysts. The new
generation analytics, powered by real-time analytics
and embedding, is increasingly becoming pervasive
which breaks the time and space barriers. The social
interactions are crossing not only multiple
communication channels (face-to-face, voice (VoIP,
voicemail), websites, SMS, E-Mail, group calendaring,
blog, podcasting) but also spaces (conference room,
team rooms, discussion forum, focus groups,
webconferencing, wiki). These are becoming perfect
media for embedded analytics. The collective thinking,
augmented by the new media, is transformed to
collective intelligence to guide people make the right
decisions.
contains the fields coming from analytics data source. use certain kind of criteria and determine the final
One example is the spend management system where ranking.
you can track spending on a particular commodity (4) Context aware embedding: This level of embedding
category by checking the progress to the planned value is like smart tags (address can be tokenized to link to a
which is coming from analytics data source. You can map, product name can be link to product specification
use this information to adjust the target right inside the page, etc). All numbers, alert messages, locations,
application without actually leaving from it. time, etc in any document can all be smart tagged to
(3) Activity level embedding: There are many cases you analytics information. This also includes the on-going
need analytics information in the middle of the business document which is in the process editing. This gives the
activities. For example, in procurement sourcing user the insights what the significance of the number
process, the selection step for qualified suppliers to the user entered is. This level embedding can also
invite is ideally coming from the supplier evaluation introduce location specific analytics powered by GIS.
analytics based on the past delivery, freight, location, For example, customer analytics retrieved once you are
etc. Also in this case, the process to evaluate the onsite.
qualified suppliers is a collective process: typically the
purchasers will upload their own records of the
suppliers they dealt with in the past and consolidated in
the BI system and evaluate them together manually or
The Authors