第1 篇 商業(yè)智能基礎(chǔ)：基本概念和流程
第1 章 商業(yè)智能概述····································································································.2
1.1 商業(yè)智能的基本概念··························································································.2
1.1.1 商業(yè)智能的定義······················································································.2
1.1.2 數(shù)據(jù)、信息和知識之間的關(guān)系····································································.2
1.2 商業(yè)智能的發(fā)展歷程··························································································.3
1.3 商業(yè)智能的系統(tǒng)架構(gòu)與關(guān)鍵技術(shù)···········································································.4
1.3.1 商業(yè)智能的系統(tǒng)架構(gòu)················································································.4
1.3.2 商業(yè)智能的關(guān)鍵技術(shù)················································································.5
1.4 商業(yè)智能的應(yīng)用場景與系統(tǒng)/工具··········································································.8
1.4.1 商業(yè)智能的應(yīng)用場景················································································.8
1.4.2 商業(yè)智能的系統(tǒng)/工具··············································································.11
1.5 商業(yè)智能的發(fā)展趨勢與挑戰(zhàn)················································································.13
1.5.1 商業(yè)智能的發(fā)展趨勢···············································································.13
1.5.2 商業(yè)智能面臨的挑戰(zhàn)···············································································.14
本章小結(jié)··············································································································.15
課后習(xí)題··············································································································.15
參考文獻(xiàn)··············································································································.15
第2 篇 商業(yè)智能方法和技術(shù)
第2 章 數(shù)據(jù)整合：數(shù)據(jù)倉庫和OLAP ··············································································.18
2.1 數(shù)據(jù)倉庫概述·································································································.18
2.1.1 數(shù)據(jù)倉庫的起源與發(fā)展············································································.18
2.1.2 數(shù)據(jù)倉庫及相關(guān)概念···············································································.24
2.1.3 數(shù)據(jù)倉庫的體系結(jié)構(gòu)與實(shí)現(xiàn)過程································································.28
2.2 數(shù)據(jù)倉庫的相關(guān)技術(shù)·························································································.31
2.2.1 多維數(shù)據(jù)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(shù)據(jù)立方體·····························································································42
2.3.3 多維數(shù)據(jù)分析··························································································46
2.4 OLAP 的體系結(jié)構(gòu)、建模方法、實(shí)現(xiàn)過程和產(chǎn)品······················································49
2.4.1 OLAP 的體系結(jié)構(gòu)····················································································49
2.4.2 維度建�！ぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁぁ�52
2.4.3 OLAP 的實(shí)現(xiàn)過程和產(chǎn)品···········································································56
2.5 綜合案例·········································································································58
2.5.1 數(shù)據(jù)倉庫的搭建·······················································································59
2.5.2 OLAP 的實(shí)現(xiàn)··························································································64
2.5.3 數(shù)據(jù)挖掘································································································66
本章小結(jié)···············································································································66
課后習(xí)題···············································································································66
參考文獻(xiàn)···············································································································67
第3 章 數(shù)據(jù)預(yù)處理與數(shù)據(jù)可視化·····················································································69
3.1 數(shù)據(jù)預(yù)處理的必要性··························································································69
3.2 數(shù)據(jù)預(yù)處理方法································································································70
3.2.1 數(shù)據(jù)清洗································································································70
3.2.2 數(shù)據(jù)轉(zhuǎn)換································································································78
3.2.3 數(shù)據(jù)特征提取··························································································84
3.3 數(shù)據(jù)可視化簡介································································································92
3.3.1 數(shù)據(jù)可視化的定義和作用···········································································92
3.3.2 商業(yè)智能與數(shù)據(jù)可視化··············································································93
3.4 數(shù)據(jù)可視化方法································································································94
3.4.1 數(shù)據(jù)可視化的常用統(tǒng)計(jì)圖表········································································94
3.4.2 交互式數(shù)據(jù)可視化工具···········································································.104
本章小結(jié)············································································································.106
課后習(xí)題············································································································.106
參考文獻(xiàn)············································································································.107
第4 章 數(shù)據(jù)挖掘·········································································································109
4.1 數(shù)據(jù)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(biāo)···············································································118
4.3 關(guān)聯(lián)分析·······································································································120
4.3.1 基本概念······························································································120
4.3.2 關(guān)聯(lián)規(guī)則生成算法··················································································122
4.3.3 關(guān)聯(lián)規(guī)則評估指標(biāo)··················································································124
4.3.4 關(guān)聯(lián)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(jì)算···············································································126
4.4.3 聚類算法與模型·····················································································128
4.4.4 性能評價(jià)······························································································132
4.5 數(shù)據(jù)挖掘中的倫理和隱私保護(hù)問題·······································································135
4.5.1 數(shù)據(jù)挖掘中的倫理問題············································································135
4.5.2 數(shù)據(jù)挖掘中的隱私保護(hù)問題······································································135
4.5.3 相關(guān)法律法規(guī)························································································136
本章小結(jié)··············································································································136
課后習(xí)題··············································································································137
參考文獻(xiàn)··············································································································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(zhàn)···············································································141
5.1.3 文本挖掘的應(yīng)用場景···············································································143
5.2 文本預(yù)處理····································································································143
5.2.1 文本詞條化···························································································144
5.2.2 文本規(guī)范化···························································································146
5.2.3 噪聲去除······························································································149
商業(yè)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(fā)現(xiàn)·······················································································.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(jié)············································································································.165
課后習(xí)題············································································································.165
參考文獻(xiàn)············································································································.165
第6 章 時(shí)空數(shù)據(jù)挖掘·································································································.169
6.1 時(shí)空數(shù)據(jù)挖掘概述··························································································.169
6.1.1 基本概念·····························································································.169
6.1.2 應(yīng)用場景·····························································································.171
6.1.3 典型實(shí)際應(yīng)用·······················································································.174
6.2 時(shí)空數(shù)據(jù)管理································································································.176
6.2.1 時(shí)空索引·····························································································.176
6.2.2 軌跡數(shù)據(jù)管理·······················································································.179
6.3 時(shí)間序列預(yù)測方法··························································································.183
6.3.1 傳統(tǒng)時(shí)序建模方法·················································································.184
6.3.2 機(jī)器學(xué)習(xí)建模方法·················································································.186
6.3.3 深度學(xué)習(xí)建模方法·················································································.187
6.4 時(shí)空數(shù)據(jù)挖掘算法··························································································.187
6.4.1 空間數(shù)據(jù)可視化····················································································.187
6.4.2 時(shí)空數(shù)據(jù)統(tǒng)計(jì)·······················································································.190
6.4.3 典型的時(shí)空數(shù)據(jù)挖掘算法········································································.192
本章小結(jié)············································································································.196
課后習(xí)題············································································································.196
參考文獻(xiàn)············································································································.197
第7 章 社會網(wǎng)絡(luò)分析·································································································.199
7.1 社會網(wǎng)絡(luò)概述································································································.199
7.1.1 社會網(wǎng)絡(luò)簡介·······················································································.199
7.1.2 社會網(wǎng)絡(luò)的基本概念··············································································.200
目 錄
XI
7.1.3 社會網(wǎng)絡(luò)研究的經(jīng)典案例·········································································205
7.2 社會網(wǎng)絡(luò)模型·································································································207
7.2.1 社會網(wǎng)絡(luò)模型與真實(shí)世界網(wǎng)絡(luò)···································································207
7.2.2 ER 隨機(jī)圖模型·······················································································209
7.2.3 WS 小世界網(wǎng)絡(luò)模型················································································211
7.2.4 BA 無標(biāo)度網(wǎng)絡(luò)模型················································································212
7.3 社群發(fā)現(xiàn)·······································································································213
7.3.1 社群的基本概念·····················································································213
7.3.2 模塊度·································································································214
7.3.3 基于成員與圖連接的社群發(fā)現(xiàn)···································································214
7.3.4 社群發(fā)現(xiàn)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(wǎng)絡(luò)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(xué)···························································································222
7.5.3 社會網(wǎng)絡(luò)信息傳播研究············································································224
本章小結(jié)··············································································································226
課后習(xí)題··············································································································226
參考文獻(xiàn)··············································································································227
第3 篇 商業(yè)智能應(yīng)用
第8 章 數(shù)字營銷·········································································································230
8.1 數(shù)字營銷概述·································································································230
8.1.1 數(shù)字營銷的定義·····················································································230
8.1.2 數(shù)字營銷的主要方式···············································································231
8.1.3 數(shù)字營銷的優(yōu)勢·····················································································233
8.2 面向數(shù)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(zhǔn)營銷···············································································236
8.2.3 案例分析：去哪兒網(wǎng)用戶畫像的構(gòu)建與應(yīng)用·················································238
8.3 數(shù)字平臺營銷推薦服務(wù)······················································································241
8.3.1 推薦系統(tǒng)······························································································241
8.3.2 基于內(nèi)容的推薦算法···············································································243
8.3.3 基于近鄰的協(xié)同過濾算法········································································.244
8.3.4 基于矩陣分解的協(xié)同過濾算法··································································.246
8.4 AIGC 時(shí)代的數(shù)字營銷·····················································································.248
8.4.1 AIGC 概述··························································································.248
8.4.2 AIGC 與數(shù)字營銷··················································································.249
本章小結(jié)············································································································.250
課后習(xí)題············································································································.250
參考文獻(xiàn)············································································································.251
第9 章 數(shù)字財(cái)務(wù)與審計(jì)······························································································.253
9.1 數(shù)字財(cái)務(wù)與審計(jì)概述·······················································································.253
9.1.1 數(shù)字財(cái)務(wù)概述·······················································································.253
9.1.2 數(shù)字審計(jì)概述·······················································································.257
9.2 財(cái)務(wù)和審計(jì)數(shù)字化轉(zhuǎn)型····················································································.263
9.2.1 財(cái)務(wù)數(shù)字化轉(zhuǎn)型····················································································.263
9.2.2 審計(jì)數(shù)字化轉(zhuǎn)型····················································································.269
9.2.3 案例：見知公司的自動對賬系統(tǒng)·······························································.272
9.3 智能財(cái)務(wù)的應(yīng)用：大數(shù)據(jù)預(yù)算管理·····································································.275
9.3.1 預(yù)算管理概述·······················································································.275
9.3.2 預(yù)算管理中的智能技術(shù)···········································································.276
9.3.3 案例分析：韓都衣舍的大數(shù)據(jù)預(yù)算管理······················································.276
9.4 智能審計(jì)的應(yīng)用：財(cái)務(wù)欺詐識別········································································.279
9.4.1 財(cái)務(wù)欺詐概述·······················································································.279
9.4.2 常見的財(cái)務(wù)欺詐識別技術(shù)········································································.281
9.4.3 案例分析：康美藥業(yè)財(cái)務(wù)舞弊··································································.282
本章小結(jié)············································································································.287
課后習(xí)題············································································································.287
參考文獻(xiàn)············································································································.287
第10 章 數(shù)字金融······································································································.289
10.1 數(shù)字金融概述······························································································.289
10.1.1 數(shù)字金融的發(fā)展背景和基本概念·····························································.289
10.1.2 數(shù)字金融的作用和典型應(yīng)用場景·····························································.290
10.1.3 數(shù)字金融發(fā)展面臨的挑戰(zhàn)······································································.292
10.2 數(shù)字金融在供應(yīng)鏈金融領(lǐng)域的應(yīng)用···································································.294
10.2.1 資金流動性管理···························295
10.2.2 信用評估與風(fēng)險(xiǎn)控制··············································································295
10.2.3 案例分析：阿里巴巴通過SWIFT 全球支付創(chuàng)新服務(wù)優(yōu)化供應(yīng)鏈金融·················296
10.3 數(shù)字金融在不動產(chǎn)估值領(lǐng)域的應(yīng)用·····································································297
10.3.1 傳統(tǒng)估值方法·······················································································298
10.3.2 智能估值方法·······················································································299
10.3.3 案例分析：Zillow 運(yùn)用不動產(chǎn)智能估值開展即時(shí)買賣業(yè)務(wù)失敗························301
本章小結(jié)··············································································································303
課后習(xí)題··············································································································303
參考文獻(xiàn)··············································································································303
第11 章 數(shù)字人力資源管理···························································································306
11.1 數(shù)字人力資源管理概述····················································································306
11.1.1 數(shù)字人力資源管理的定義和范圍·······························································306
11.1.2 數(shù)字人力資源管理的演進(jìn)趨勢··································································307
11.1.3 商業(yè)智能如何支持?jǐn)?shù)字人力資源管理·························································309
11.2 商業(yè)智能與人才招聘·······················································································310
11.2.1 人才精準(zhǔn)畫像·······················································································310
11.2.2 人崗匹配預(yù)測·······················································································312
11.2.3 自動化人才評估····················································································313
11.3 商業(yè)智能與人才培養(yǎng)·······················································································314
11.3.1 個(gè)性化培訓(xùn)推薦····················································································314
11.3.2 高潛力員工識別····················································································315
11.3.3 人才團(tuán)隊(duì)建設(shè)·······················································································316
11.4 商業(yè)智能與人才發(fā)展·······················································································316
11.4.1 工作績效預(yù)測·······················································································317
11.4.2 工作滿意度預(yù)測····················································································317
11.4.3 職業(yè)流動性預(yù)測····················································································318
本章小結(jié)··············································································································319
課后習(xí)題··············································································································319
參考文獻(xiàn)··············································································································319
第4 篇 前沿主題
第12 章 商業(yè)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(fā)展歷程···········································································330
12.1.3 經(jīng)典大語言模型概述············································································.331
12.1.4 大語言模型的應(yīng)用風(fēng)險(xiǎn)與挑戰(zhàn)································································.334
12.2 多模態(tài)數(shù)據(jù)與多模態(tài)大模型············································································.336
12.2.1 多模態(tài)數(shù)據(jù)························································································.336
12.2.2 多模態(tài)大模型·····················································································.337
12.2.3 多模態(tài)大模型是人工智能大模型發(fā)展的方向··············································.339
12.3 大模型在商業(yè)智能中的應(yīng)用············································································.341
12.3.1 大模型在商業(yè)智能中應(yīng)用的關(guān)鍵步驟·······················································.341
12.3.2 大模型在商業(yè)智能中的典型應(yīng)用領(lǐng)域·······················································.342
12.3.3 大模型在商業(yè)智能中的應(yīng)用趨勢與挑戰(zhàn)····················································.345
本章小結(jié)············································································································.347
課后習(xí)題············································································································.348
參考文獻(xiàn)············································································································.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(zhì)可解釋方法詳述············································································.354
13.1.3 事后可解釋方法詳述············································································.357
13.1.4 模型可解釋性技術(shù)的應(yīng)用領(lǐng)域································································.363
13.2 人工智能隱私安全························································································.366
13.2.1 數(shù)據(jù)隱私和保護(hù)··················································································.366
13.2.2 模型安全與攻擊防護(hù)············································································.367
13.2.3 案例分析：網(wǎng)絡(luò)中的鏈路竊取攻防··························································.368
13.2.4 案例分析：針對機(jī)器學(xué)習(xí)模型的成員推測攻防···········································.374
本章小結(jié)············································································································.381
課后習(xí)題············································································································.381
參考文獻(xiàn)·············································································································