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
課后習題··············································································································.15
參考文獻··············································································································.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 的實現(xiàn)··························································································64
2.5.3 數(shù)據(jù)挖掘································································································66
本章小結(jié)···············································································································66
課后習題···············································································································66
參考文獻···············································································································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
課后習題············································································································.106
參考文獻············································································································.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···············································································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··················································································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 樣本之間距離的計算···············································································126
4.4.3 聚類算法與模型·····················································································128
4.4.4 性能評價······························································································132
4.5 數(shù)據(jù)挖掘中的倫理和隱私保護問題·······································································135
4.5.1 數(shù)據(jù)挖掘中的倫理問題············································································135
4.5.2 數(shù)據(jù)挖掘中的隱私保護問題······································································135
4.5.3 相關(guān)法律法規(guī)························································································136
本章小結(jié)··············································································································136
課后習題··············································································································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(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
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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
課后習題············································································································.165
參考文獻············································································································.165
第6 章 時空數(shù)據(jù)挖掘·································································································.169
6.1 時空數(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 典型實際應(yīng)用·······················································································.174
6.2 時空數(shù)據(jù)管理································································································.176
6.2.1 時空索引·····························································································.176
6.2.2 軌跡數(shù)據(jù)管理·······················································································.179
6.3 時間序列預(yù)測方法··························································································.183
6.3.1 傳統(tǒng)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(shù)據(jù)挖掘算法··························································································.187
6.4.1 空間數(shù)據(jù)可視化····················································································.187
6.4.2 時空數(shù)據(jù)統(tǒng)計·······················································································.190
6.4.3 典型的時空數(shù)據(jù)挖掘算法········································································.192
本章小結(jié)············································································································.196
課后習題············································································································.196
參考文獻············································································································.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)模型與真實世界網(wǎng)絡(luò)···································································207
7.2.2 ER 隨機圖模型·······················································································209
7.2.3 WS 小世界網(wǎng)絡(luò)模型················································································211
7.2.4 BA 無標度網(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···························································································222
7.5.3 社會網(wǎng)絡(luò)信息傳播研究············································································224
本章小結(jié)··············································································································226
課后習題··············································································································226
參考文獻··············································································································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
課后習題············································································································.250
參考文獻············································································································.251
第9 章 數(shù)字財務(wù)與審計······························································································.253
9.1 數(shù)字財務(wù)與審計概述·······················································································.253
9.1.1 數(shù)字財務(wù)概述·······················································································.253
9.1.2 數(shù)字審計概述·······················································································.257
9.2 財務(wù)和審計數(shù)字化轉(zhuǎn)型····················································································.263
9.2.1 財務(wù)數(shù)字化轉(zhuǎn)型····················································································.263
9.2.2 審計數(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 智能審計的應(yīng)用：財務(wù)欺詐識別········································································.279
9.4.1 財務(wù)欺詐概述·······················································································.279
9.4.2 常見的財務(wù)欺詐識別技術(shù)········································································.281
9.4.3 案例分析：康美藥業(yè)財務(wù)舞弊··································································.282
本章小結(jié)············································································································.287
課后習題············································································································.287
參考文獻············································································································.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 信用評估與風險控制··············································································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 運用不動產(chǎn)智能估值開展即時買賣業(yè)務(wù)失敗························301
本章小結(jié)··············································································································303
課后習題··············································································································303
參考文獻··············································································································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趨勢··································································307
11.1.3 商業(yè)智能如何支持數(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(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
課后習題··············································································································319
參考文獻··············································································································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)用風險與挑戰(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
課后習題············································································································.348
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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··················································································.366
13.2.2 模型安全與攻擊防護············································································.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：針對機器學習模型的成員推測攻防···········································.374
本章小結(jié)············································································································.381
課后習題············································································································.381
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