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Practical Business Intelligence
Learn to get the most out of your business data to optimize
your business
Ahmed Sherif
BIRMINGHAM - MUMBAI
Practical Business Intelligence
Copyright © 2016 Packt Publishing
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means, without the prior written permission of the
publisher, except in the case of brief quotations embedded in critical articles or reviews.
Every effort has been made in the preparation of this book to ensure the accuracy of the
information presented. However, the information contained in this book is sold without
warranty, either express or implied. Neither the author, nor Packt Publishing, and its
dealers and distributors will be held liable for any damages caused or alleged to be caused
directly or indirectly by this book.
Packt Publishing has endeavored to provide trademark information about all of the
companies and products mentioned in this book by the appropriate use of capitals.
However, Packt Publishing cannot guarantee the accuracy of this information.
First published: December 2016
Production reference: 1161216
Published by Packt Publishing Ltd.
Livery Place
35 Livery Street
Birmingham
B3 2PB, UK.
ISBN 978-1-78588-543-3
www.packtpub.com
Credits
Author
Ahmed Sherif
Copy Editors
Safis Editing
Vikrant Phadkay
Reviewer
Davide Moraschi
Commissioning Editor
Veena Pagare
Acquisition Editor
Tushar Gupta
Content Development Editor
Aishwarya Pandere
Technical Editor
Vivek Arora
Project Coordinator
Nidhi Joshi
Proofreader
Safis Editing
Indexer
Mariammal Chettiyar
Production Coordinator
Arvindkumar Gupta
About the Author
Ahmed Sherif
has been working in the business intelligence field for over 10 years. He has
both an engineering and a business background, which helped him in his first job as a data
analyst. Understanding business needs and translating them into technical requirements
became second nature. Ahmed started digging into the backend SQL of business
intelligence tools such as SAP BusinessObjects, where he started to understand the
underlying data model behind the business layout. He used these skills build dashboards
and data visualization applications as a consultant for customers who were in need of
something more than just spreadsheets.
As a business intelligence consultant, Ahmed has had the opportunity to work with
customers from all back end data types. He found a common theme across all of their
needs. If the model for the data warehouse is poorly architected on the backend, then it
doesn't matter how much technology on the fronted is spent to build a productive business
intelligence application. Ahmed has made it his focus to help customers develop useful
visualizations from their data.
In 2016 he competed a Masters in Predictive Analytics from Northwestern University,
where he focused on machine learning and predictive modeling techniques using SAS, R,
and Python. As a data scientist, Ahmed strives to fuse predictive capabilities into business
intelligence solutions so that organizations can leverage their data to understand the past as
well as the future. He is fascinated by anything data visualization related, especially when it
involves politics and sports.
You can follow Ahmed on twitter at
@TheAhmedSherif
.
I would like to thank Kajal, Vivek, Aishwarya, and Davide for all of their editorial feedback
to help make this a high quality publication. Also, I would like to thank my colleague
Dallas Marks for suggesting me as an author for this very interesting topic. I'd like to
thank my father, Dr. SA Sherif, for helping me with my physics homework in the 11th
grade. I'd like to thank my brother, Mohammad Sherif, for getting me into sports analytics
with fantasy football. I'd like to thank Dr. Saeed and Patricia Khan for being very cool in-
laws. Finally, I'd like to thank my beautiful wife, Dr. Ameena Khan, and my two lovely
children, Safiya and Hamza, for all of their love and support as I worked long nights and
weekends on this book. I would not have been able to do this without you guys!

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