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Brian has presented at national conferences and events, including the SQL Server Magazine Connections Conference, the PASS Community Summit, and the Microsoft Business Intelligence Confe

Delivering

Business

intelligence

About the Author

Brian Larson is a Phi Beta Kappa graduate of Luther College in Decorah, Iowa,

with degrees in physics and computer science Brian has 23 years of experience in the computer industry and 19 years experience as a consultant creating custom database applications He is currently the Chief of Technology for Superior Consulting Services in Minneapolis, Minnesota, a Microsoft Consulting Partner for Reporting Services Brian is a Microsoft Certified Solution Developer (MCSD) and a

Microsoft Certified Database Administrator (MCDBA)

Brian served as a member of the original Reporting Services development team

as a consultant to Microsoft In that role, he contributed to the original code base of Reporting Services

Brian has presented at national conferences and events, including the SQL Server Magazine Connections Conference, the PASS Community Summit, and the Microsoft Business Intelligence Conference, and has provided training and mentoring on Reporting Services across the country He has been a contributor and

columnist for SQL Server Magazine In addition to this book, Brian is the author of Microsoft SQL Server 2008 Reporting Services, also from McGraw-Hill.

Brian and his wife Pam have been married for 23 years Pam will tell you that their first date took place at the campus computer center If that doesn’t qualify someone to write a computer book, then I don’t know what does Brian and Pam have two children, Jessica and Corey

About the Technical Editor

Robert M Bruckner is a senior developer with the SQL Server Reporting Services

(SSRS) product group at Microsoft Prior to this role at Microsoft, he researched, designed, and implemented database and business intelligence systems as a scientific researcher at Vienna University of Technology, and as a system architect at T-Mobile Austria Robert joined the Reporting Services development team in early 2003 and has been specializing on the data and report processing engine that is running inside server and client components of Reporting Services Ever since the initial beta release of SSRS 2000, Robert has been sharing insights, tips, tricks, and expert advice about RDL, data and report processing, and SSRS in general, helping people learn about, understand, and succeed with SSRS (e.g., by posting on newsgroups and MSDN forums, publishing whitepapers, and speaking at conferences) Robert holds Master and PhD degrees with highest distinctions in Computer Science from Vienna University of Technology, Austria

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Copyright © 2009 by The McGraw-Hill Companies All rights reserved Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database

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WAR-This book is dedicated to my parents To my father, Robert, who even after 40-plus years

as a junior high mathematics teacher and computer instructor, has a love of teaching He has shown me a real commitment to sharing knowledge with others To my mother, Beverly, who was my first editor, coaching me through elementary school papers on this state or that president She taught me the value of sticking with a job and seeing it through to the end

I owe them both a debt of love, caring, and support that can never be adequately repaid.

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Contents at a Glance

Part I Business Intelligence

Chapter 1 Equipping the Organization for Effective Decision Making 3

Chapter 2 Making the Most of What You’ve Got—Using Business Intelligence 13

Chapter 3 Seeking the Source—The Source of Business Intelligence 25

Chapter 4 One-Stop Shopping—The Unified Dimensional Model 43

Chapter 5 First Steps—Beginning the Development of Business Intelligence 61

Part II Defining Business Intelligence Structures Chapter 6 Building Foundations—Creating Data Marts 91

Chapter 7 Transformers—Integration Services Structure and Components 135

Chapter 8 Fill ’er Up—Using Integration Services for Populating Data Marts 233

Part III Analyzing Cube Content Chapter 9 Cubism—Measures and Dimensions 295

Chapter 10 Bells and Whistles—Special Features of OLAP Cubes 331

Chapter 11 Writing a New Script—MDX Scripting 389

Chapter 12 Pulling It Out and Building It Up—MDX Queries 433

Part IV Mining Chapter 13 Panning for Gold—Introduction to Data Mining 469

Chapter 14 Building the Mine—Working with the Data Mining Model 495

Chapter 15 Spelunking—Exploration Using Data Mining 529

v i i i D e l i v e r i n g B u s i n e s s I n t e l l i g e n c e w i t h M i c r o s o f t S Q L S e r v e r 2 0 0 8

Part V Delivering

Chapter 16 On Report—Delivering Business Intelligence with Reporting Services 561

Chapter 17 Falling into Place—Managing Reporting Services Reports 643

Chapter 18 Let’s Get Together—Integrating OLAPwith Your Applications 683

Chapter 19 Another Point of View—Excel Pivot Tablesand Pivot Charts 723

Index 741

Contents

Acknowledgments xvii

The Maximum Miniatures Databases and Other Supporting Materials xviii

Part I Business Intelligence Chapter 1 Equipping the Organization for Effective Decision Making 3

Effective Decision Making 4

Who Is a Decision Maker? 4

What Is an Effective Decision? 5

Keys to Effective Decision Making 6

Are We Going Hither or Yon? 6

Is Your Map Upside-Down? 8

Panicked Gossip, the Crow’s Nest, or the Wireless 9

Business Intelligence 11

Business Intelligence and Microsoft SQL Server 2008 12

Chapter 2 Making the Most of What You’ve Got—Using Business Intelligence 13

What Business Intelligence Can Do for You 14

When We Know What We Are Looking For 14

Discovering New Questions and Their Answers 15

Business Intelligence at Many Levels 16

The Top of the Pyramid 16

Mid-Level 19

The Broad Base 19

Maximum Miniatures, Inc 20

Business Needs 20

Current Systems 21

Building the Foundation 23

Chapter 3 Seeking the Source—The Source of Business Intelligence 25

Seeking the Source 26

Transactional Data 26

x D e l i v e r i n g B u s i n e s s I n t e l l i g e n c e w i t h M i c r o s o f t S Q L S e r v e r 2 0 0 8

The Data Mart 29

Features of a Data Mart 30

Data Mart Structure 32

Snowflakes, Stars, and Analysis Services 40

Chapter 4 One-Stop Shopping—The Unified Dimensional Model 43

Online Analytical Processing 44

Building OLAP—Out of Cubes 45

Features of an OLAP System 48

Architecture 50

Disadvantages 52

Read-Only 52

The Unified Dimensional Model 53

Structure 53

Advantages 58

Tools of the Trade 60

Chapter 5 First Steps—Beginning the Development of Business Intelligence 61

The Business Intelligence Development Studio 62

Visual Studio 62

Navigating the Business Intelligence Development Studio 64

Business Intelligence Development Studio Options 78

The SQL Server Management Studio 82

The SQL Server Management Studio User Interface 82

Don Your Hardhat 88

Part II Defining Business Intelligence Structures Chapter 6 Building Foundations—Creating Data Marts 91

Data Mart 92

Who Needs a Data Mart Anyway? 92

Designing a Data Mart 95

Decision Makers’ Needs 95

Available Data 96

Data Mart Structures 97

Creating a Data Mart Using the SQL Server Management Studio 109

Creating a Data Mart Using the Business Intelligence Development Studio 117

C o n t e n t s x i

Table Compression 130

Types of Table Compression 131

The Benefits of Integration 134

Chapter 7 Transformers—Integration Services Structure and Components 135

Integration Services 136

Package Structure 136

Package Items 149

Control Flow 149

Data Flow 183

Getting Under the Sink 231

Chapter 8 Fill ’er Up—Using Integration Services for Populating Data Marts 233

Package Development Features 234

Give It a Try 234

Programming in Integration Services Packages 241

Package Development Tools 250

Migrating from SQL Server 2000 DTS Packages 262

Putting Integration Services Packages into Production 263

Deploying Integration Services Packages 263

Change Data Capture 267

Change Data Capture Architecture 267

Loading a Data Mart Table from a Change Data Capture Change Table 272

Loading a Fact Table 277

Meanwhile, Back at the Unified Dimensional Model (UDM) 292

Part III Analyzing Cube Content Chapter 9 Cubism—Measures and Dimensions 295

Building in Analysis Services 296

Creating a Cube 296

Measures 302

Measure Groups 303

Made-up Facts—Calculated Measures 305

It Doesn’t Add Up—Measure Aggregates Other Than Sum 309

Dimensions 314

Managing Dimensions 314

Relating Dimensions to Measure Groups 320

x i i D e l i v e r i n g B u s i n e s s I n t e l l i g e n c e w i t h M i c r o s o f t S Q L S e r v e r 2 0 0 8

Types of Dimensions 321

Slowly Changing Dimensions 324

You Are Special 329

Chapter 10 Bells and Whistles—Special Features of OLAP Cubes 331

Where No Cube Has Gone Before 332

Deploying and Processing 333

Deploying from the Business Intelligence Development Studio 334

Deploying from the Analysis Services Deployment Wizard 340

Additional Cube Features 351

Linked Objects 351

The Business Intelligence Wizard 353

Key Performance Indicators 355

Actions 362

Partitions 365

Aggregation Design 380

Perspectives 385

Translations 386

More Sophisticated Scripting 387

Chapter 11 Writing a New Script—MDX Scripting 389

Terms and Concepts 390

Where Are We? 390

Getting There from Here 409

Putting MDX Scripting to Work 416

Cube Security 416

This Year to Last Year Comparisons and Year-to-Date Rollups 426

Extracting Data from Cubes 431

Chapter 12 Pulling It Out and Building It Up—MDX Queries 433

The MDX SELECT Statement 434

The Basic MDX SELECT Statement 435

Additional Tools for Querying 446

Additional Dimensions 457

Additional MDX Syntax 458

Operators 459

Functions 461

Can You Dig It? 465

C o n t e n t s x i i i Part IV Mining

Chapter 13 Panning for Gold—Introduction to Data Mining 469

What Is Data Mining? 470

Order from Chaos 470

Tasks Accomplished by Data Mining 474

Steps for Data Mining 480

Data Mining Algorithms 483

Microsoft Decision Trees 483

Microsoft Linear Regression 484

Microsoft Nạve Bayes 485

Microsoft Clustering 487

Microsoft Association Rules 488

Microsoft Sequence Clustering 490

Microsoft Time Series 491

Microsoft Neural Network 493

Microsoft Logistic Regression Algorithm 494

Grab a Pick Axe 494

Chapter 14 Building the Mine—Working with the Data Mining Model 495

Data Mining Structure 496

Data Columns 496

Data Mining Model 497

Training Data Set 497

Mining Model Viewer 512

Microsoft Decision Trees 513

Microsoft Nạve Bayes 517

Microsoft Clustering 521

Microsoft Neural Network 523

Microsoft Association Rules 524

Microsoft Sequence Clustering 526

Microsoft Time Series 527

Reading the Tea Leaves 528

Chapter 15 Spelunking—Exploration Using Data Mining 529

Mining Accuracy Chart 530

Column Mapping 531

Lift Chart 532

x i v D e l i v e r i n g B u s i n e s s I n t e l l i g e n c e w i t h M i c r o s o f t S Q L S e r v e r 2 0 0 8

Profit Chart 537

Classification Matrix 538

Cross Validation 539

Mining Model Prediction 541

A Singleton Query 541

A Prediction Join Query 545

Data Mining Extensions 550

Prediction Query Syntax 550

Types of Prediction Queries 552

Special Delivery 558

Part V Delivering Chapter 16 On Report—Delivering Business Intelligence with Reporting Services 561

Reporting Services 562

Report Structure 563

Report Delivery 565

Report Serving Architecture 566

Report Server 566

The Parts of the Whole 568

Reporting Services Installation Considerations 571

Creating Reports Using the Tablix Data Region 573

A Tablix Data Region Created with the Table Template 574

A Tablix Data Region Created with the Matrix Template 591

A Tablix Data Region Created with the List Template 607

The Chart Data Region 617

The Gauge Data Region 634

Get Me the Manager 642

Chapter 17 Falling into Place—Managing Reporting Services Reports 643

Report Manager 644

Folders 644

The Report Manager 644

Deploying Reports Using the Report Designer 645

Uploading Reports Using Report Manager 647

Printing from Report Manager 653

C o n t e n t s x v

Managing Reports on the Report Server 654

Security 654

Linked Reports 662

Report Caching 663

Execution Snapshots 666

Report History 667

Standard Subscriptions 668

Data-Driven Subscriptions 668

Ad Hoc Reporting 670

Report Model 670

Report Builder Basics 678

Putting It All Together 682

Chapter 18 Let’s Get Together—Integrating OLAPwith Your Applications 683

ADOMD NET 684

ADOMD NET Structure 684

ADOMD NET Example 687

Using Reporting Services Without the Report Manager 693

URL Access 693

Web Service Access 710

The Report Viewer Control 715

Ready-Made Solution 721

Chapter 19 Another Point of View—Excel Pivot Tablesand Pivot Charts 723

Excel 724

Creating Pivot Tables and Pivot Charts 724

Pivot Table 725

Pivot Chart 735

Great Capabilities, Great Opportunities 738

Index 741

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Acknowledgments

of people for their assistance, professionalism, dedication, and support So, a

gianormous thank you …

To Wendy Rinaldi, who allowed me to lean on her as part editor, part coach, part literary agent, and part psychoanalyst Her professionalism, humor, understanding, and faith truly made this project possible

To Madhu Bhardwaj, who put up with my temperamental author moments and kept

me on track and organized through two simultaneous book projects

To Robert Bruckner, who provided vital insight and product knowledge

To the rest of the McGraw-Hill Professional staff, who saw it through to the end and made sure there really was a book when all was said and done

To John Miller, who founded Superior Consulting Services as a place where people can grow and learn, produce solid technology solutions, serve customers, and have a good time to boot

To Jessica and Corey, my children, who allowed me time to pursue this passion

To my wife, Pam, who continues to be gracious in her understanding of my affliction with the writing bug She has given generously of her time to proof and review this book and its Learn By Doing exercises Her incredible attention to detail has made this

a better product

Last, but certainly not least, to you, the reader, who plunked down your hard-earned cash for this purchase I hope you view this as a helpful and informative guide to all of the truly exciting business intelligence features in SQL Server 2008

All the best, Brian Larson blarson@teamscs.com

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Part #

Business Intelligence

Part I