商業智能

第1 篇 商業智能基礎：基本概念和流程
第1 章 商業智能概述····································································································.2
1.1 商業智能的基本概念··························································································.2
1.1.1 商業智能的定義······················································································.2
1.1.2 數據、信息和知識之間的關系····································································.2
1.2 商業智能的發展歷程··························································································.3
1.3 商業智能的系統架構與關鍵技術···········································································.4
1.3.1 商業智能的系統架構················································································.4
1.3.2 商業智能的關鍵技術················································································.5
1.4 商業智能的應用場景與系統/工具··········································································.8
1.4.1 商業智能的應用場景················································································.8
1.4.2 商業智能的系統/工具··············································································.11
1.5 商業智能的發展趨勢與挑戰················································································.13
1.5.1 商業智能的發展趨勢···············································································.13
1.5.2 商業智能面臨的挑戰···············································································.14
本章小結··············································································································.15
課後習題··············································································································.15
參考文獻··············································································································.15
第2 篇 商業智能方法和技術
第2 章 數據整合：數據倉庫和OLAP ··············································································.18
2.1 數據倉庫概述·································································································.18
2.1.1 數據倉庫的起源與發展············································································.18
2.1.2 數據倉庫及相關概念···············································································.24
2.1.3 數據倉庫的體系結構與實現過程································································.28
2.2 數據倉庫的相關技術·························································································.31
2.2.1 多維數據模型··························································································31
2.2.2 ETL ······································································································35
2.2.3 OLAP····································································································38
2.3 OLAP 詳解······································································································39
2.3.1 基本概念································································································39
2.3.2 數據立方體·····························································································42
2.3.3 多維數據分析··························································································46
2.4 OLAP 的體系結構、建模方法、實現過程和產品······················································49
2.4.1 OLAP 的體系結構····················································································49
2.4.2 維度建模································································································52
2.4.3 OLAP 的實現過程和產品···········································································56
2.5 綜合案例·········································································································58
2.5.1 數據倉庫的搭建·······················································································59
2.5.2 OLAP 的實現··························································································64
2.5.3 數據挖掘································································································66
本章小結···············································································································66
課後習題···············································································································66
參考文獻···············································································································67
第3 章 數據預處理與數據可視化·····················································································69
3.1 數據預處理的必要性··························································································69
3.2 數據預處理方法································································································70
3.2.1 數據清洗································································································70
3.2.2 數據轉換································································································78
3.2.3 數據特征提取··························································································84
3.3 數據可視化簡介································································································92
3.3.1 數據可視化的定義和作用···········································································92
3.3.2 商業智能與數據可視化··············································································93
3.4 數據可視化方法································································································94
3.4.1 數據可視化的常用統計圖表········································································94
3.4.2 交互式數據可視化工具···········································································.104
本章小結············································································································.106
課後習題············································································································.106
參考文獻············································································································.107
第4 章 數據挖掘·········································································································109
4.1 數據挖掘概述·································································································109
4.2 分類分析·······································································································110
4.2.1 基本概念······························································································110
4.2.2 決策樹·································································································111
4.2.3 集成分類器···························································································114
4.2.4 其他分類方法························································································117
4.2.5 分類性能的度量指標···············································································118
4.3 關聯分析·······································································································120
4.3.1 基本概念······························································································120
4.3.2 關聯規則生成算法··················································································122
4.3.3 關聯規則評估指標··················································································124
4.3.4 關聯分析的高級方法與策略······································································125
4.4 聚類分析·······································································································125
4.4.1 基本概念······························································································125
4.4.2 樣本之間距離的計算···············································································126
4.4.3 聚類算法與模型·····················································································128
4.4.4 性能評價······························································································132
4.5 數據挖掘中的倫理和隱私保護問題·······································································135
4.5.1 數據挖掘中的倫理問題············································································135
4.5.2 數據挖掘中的隱私保護問題······································································135
4.5.3 相關法律法規························································································136
本章小結··············································································································136
課後習題··············································································································137
參考文獻··············································································································137
第5 章 文本挖掘·········································································································140
5.1 文本挖掘概述·································································································140
5.1.1 文本挖掘的基本概念···············································································140
5.1.2 文本挖掘面臨的挑戰···············································································141
5.1.3 文本挖掘的應用場景···············································································143
5.2 文本預處理····································································································143
5.2.1 文本詞條化···························································································144
5.2.2 文本規範化···························································································146
5.2.3 噪聲去除······························································································149
商業智能
X
5.3 文本表示······································································································.152
5.3.1 文本離散式表示····················································································.152
5.3.2 文本概念表示·······················································································.155
5.3.3 文本深度表示·······················································································.158
5.4 文本分析和知識發現·······················································································.162
5.4.1 文本分類·····························································································.162
5.4.2 文本聚類·····························································································.163
5.4.3 信息提取·····························································································.164
本章小結············································································································.165
課後習題············································································································.165
參考文獻············································································································.165
第6 章 時空數據挖掘·································································································.169
6.1 時空數據挖掘概述··························································································.169
6.1.1 基本概念·····························································································.169
6.1.2 應用場景·····························································································.171
6.1.3 典型實際應用·······················································································.174
6.2 時空數據管理································································································.176
6.2.1 時空索引·····························································································.176
6.2.2 軌跡數據管理·······················································································.179
6.3 時間序列預測方法··························································································.183
6.3.1 傳統時序建模方法·················································································.184
6.3.2 機器學習建模方法·················································································.186
6.3.3 深度學習建模方法·················································································.187
6.4 時空數據挖掘算法··························································································.187
6.4.1 空間數據可視化····················································································.187
6.4.2 時空數據統計·······················································································.190
6.4.3 典型的時空數據挖掘算法········································································.192
本章小結············································································································.196
課後習題············································································································.196
參考文獻············································································································.197
第7 章 社會網絡分析·································································································.199
7.1 社會網絡概述································································································.199
7.1.1 社會網絡簡介·······················································································.199
7.1.2 社會網絡的基本概念··············································································.200
目 錄
XI
7.1.3 社會網絡研究的經典案例·········································································205
7.2 社會網絡模型·································································································207
7.2.1 社會網絡模型與真實世界網絡···································································207
7.2.2 ER 隨機圖模型·······················································································209
7.2.3 WS 小世界網絡模型················································································211
7.2.4 BA 無標度網絡模型················································································212
7.3 社群發現·······································································································213
7.3.1 社群的基本概念·····················································································213
7.3.2 模塊度·································································································214
7.3.3 基於成員與圖連接的社群發現···································································214
7.3.4 社群發現算法························································································215
7.4 影響力和中心性······························································································217
7.4.1 影響力·································································································217
7.4.2 中心性·································································································218
7.5 社會網絡中的信息傳播······················································································221
7.5.1 信息傳播的基本概念···············································································221
7.5.2 傳播動力學···························································································222
7.5.3 社會網絡信息傳播研究············································································224
本章小結··············································································································226
課後習題··············································································································226
參考文獻··············································································································227
第3 篇 商業智能應用
第8 章 數字營銷·········································································································230
8.1 數字營銷概述·································································································230
8.1.1 數字營銷的定義·····················································································230
8.1.2 數字營銷的主要方式···············································································231
8.1.3 數字營銷的優勢·····················································································233
8.2 面向數字營銷的用戶畫像···················································································234
8.2.1 用戶畫像概述························································································234
8.2.2 用戶畫像與精準營銷···············································································236
8.2.3 案例分析：去哪兒網用戶畫像的構建與應用·················································238
8.3 數字平臺營銷推薦服務······················································································241
8.3.1 推薦系統······························································································241
8.3.2 基於內容的推薦算法···············································································243
8.3.3 基於近鄰的協同過濾算法········································································.244
8.3.4 基於矩陣分解的協同過濾算法··································································.246
8.4 AIGC 時代的數字營銷·····················································································.248
8.4.1 AIGC 概述··························································································.248
8.4.2 AIGC 與數字營銷··················································································.249
本章小結············································································································.250
課後習題············································································································.250
參考文獻············································································································.251
第9 章 數字財務與審計······························································································.253
9.1 數字財務與審計概述·······················································································.253
9.1.1 數字財務概述·······················································································.253
9.1.2 數字審計概述·······················································································.257
9.2 財務和審計數字化轉型····················································································.263
9.2.1 財務數字化轉型····················································································.263
9.2.2 審計數字化轉型····················································································.269
9.2.3 案例：見知公司的自動對賬系統·······························································.272
9.3 智能財務的應用：大數據預算管理·····································································.275
9.3.1 預算管理概述·······················································································.275
9.3.2 預算管理中的智能技術···········································································.276
9.3.3 案例分析：韓都衣舍的大數據預算管理······················································.276
9.4 智能審計的應用：財務欺詐識別········································································.279
9.4.1 財務欺詐概述·······················································································.279
9.4.2 常見的財務欺詐識別技術········································································.281
9.4.3 案例分析：康美藥業財務舞弊··································································.282
本章小結············································································································.287
課後習題············································································································.287
參考文獻············································································································.287
第10 章 數字金融······································································································.289
10.1 數字金融概述······························································································.289
10.1.1 數字金融的發展背景和基本概念·····························································.289
10.1.2 數字金融的作用和典型應用場景·····························································.290
10.1.3 數字金融發展面臨的挑戰······································································.292
10.2 數字金融在供應鏈金融領域的應用···································································.294
10.2.1 資金流動性管理···························295
10.2.2 信用評估與風險控制··············································································295
10.2.3 案例分析：阿裏巴巴通過SWIFT 全球支付創新服務優化供應鏈金融·················296
10.3 數字金融在不動產估值領域的應用·····································································297
10.3.1 傳統估值方法·······················································································298
10.3.2 智能估值方法·······················································································299
10.3.3 案例分析：Zillow 運用不動產智能估值開展即時買賣業務失敗························301
本章小結··············································································································303
課後習題··············································································································303
參考文獻··············································································································303
第11 章 數字人力資源管理···························································································306
11.1 數字人力資源管理概述····················································································306
11.1.1 數字人力資源管理的定義和範圍·······························································306
11.1.2 數字人力資源管理的演進趨勢··································································307
11.1.3 商業智能如何支持數字人力資源管理·························································309
11.2 商業智能與人才招聘·······················································································310
11.2.1 人才精準畫像·······················································································310
11.2.2 人崗匹配預測·······················································································312
11.2.3 自動化人才評估····················································································313
11.3 商業智能與人才培養·······················································································314
11.3.1 個性化培訓推薦····················································································314
11.3.2 高潛力員工識別····················································································315
11.3.3 人才團隊建設·······················································································316
11.4 商業智能與人才發展·······················································································316
11.4.1 工作績效預測·······················································································317
11.4.2 工作滿意度預測····················································································317
11.4.3 職業流動性預測····················································································318
本章小結··············································································································319
課後習題··············································································································319
參考文獻··············································································································319
第4 篇 前沿主題
第12 章 商業智能與大模型···························································································327
12.1 大語言模型···································································································327
12.1.1 基本概念·····························································································327
12.1.2 大語言模型的發展歷程···········································································330
12.1.3 經典大語言模型概述············································································.331
12.1.4 大語言模型的應用風險與挑戰································································.334
12.2 多模態數據與多模態大模型············································································.336
12.2.1 多模態數據························································································.336
12.2.2 多模態大模型·····················································································.337
12.2.3 多模態大模型是人工智能大模型發展的方向··············································.339
12.3 大模型在商業智能中的應用············································································.341
12.3.1 大模型在商業智能中應用的關鍵步驟·······················································.341
12.3.2 大模型在商業智能中的典型應用領域·······················································.342
12.3.3 大模型在商業智能中的應用趨勢與挑戰····················································.345
本章小結············································································································.347
課後習題············································································································.348
參考文獻············································································································.348
第13 章 可信人工智能································································································.350
13.1 可解釋人工智能···························································································.350
13.1.1 可解釋性概述·····················································································.351
13.1.2 本質可解釋方法詳述············································································.354
13.1.3 事後可解釋方法詳述············································································.357
13.1.4 模型可解釋性技術的應用領域································································.363
13.2 人工智能隱私安全························································································.366
13.2.1 數據隱私和保護··················································································.366
13.2.2 模型安全與攻擊防護············································································.367
13.2.3 案例分析：網絡中的鏈路竊取攻防··························································.368
13.2.4 案例分析：針對機器學習模型的成員推測攻防···········································.374
本章小結············································································································.381
課後習題············································································································.381
參考文獻·············································································································